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© 2010 AgillicNot for use or distribution without written
permission. 1
Agillic Dialogue:Integrated Multichannel Marketing
Agillic enables brands to have joined-up conversations with their customers across multiple touchpoints - in real time, both on and offline, and throughout the customer lifecycle.
Acquisition, conversion, retention and ROI are maximised; costs are contained.
© 2010 AgillicNot for use or distribution without written
permission. 2
The Agillic Platform
On Demand
Delivered as a Marketing Service No capital expenditure (Pay-as-you-Go) Minimally intrusive on existing system stack Everything included: Gateways, hosting, support Pay-as-you-Go
Interactive Integrated Marketing
Places the customer at the centre Offers personalised content and interaction Is synchronised across multiple media channels Is executed as an automated program 365/24/7 Is based on rules and behavioural triggers
© 2010 AgillicNot for use or distribution without written
permission. 3
Agency Databases Brand Data Sources
- behavioural data- fulfilment data- enriched profile data
- prospect contact data- segmentation data- permission data
- CRM data- campaign data- segmentation
Online and mobile portals
EmailsSMS, MMS, mobile links
Direct mails
Call Centre, IVR & POS Modules
Agillic Dialogue Personalised Execution Platform
* = if available
Agillic delivers consistently across channels
Online advertising Social media
© 2010 AgillicNot for use or distribution without written
permission. 4
Agillic saves time and moneyC
ost
Tim
e
Cost for custom-building solution
Budget for developing
communication
Timeline for
delivery= 9 weeks
Timeline for
delivery= 4 weeks
Budget for developing
communication
Cost for Agillic
A typical multichannel campaign built in Agillic can be produced at roughly half the cost and in half the time of using different suppliers working in separate silos.
Source: Study by Sonofon
© 2010 AgillicNot for use or distribution without written
permission. 5
WPP PublicisOmnicom
Travel FMCG Retail
Charity Utilities Insurance
Utilities Transport Automotive
Hotel
FMCG
Telco
Selection of Brands
Selection of Partner Agencies
Utilities Security Services Consumer goodsRetail
Insurance
Automotive
Advertising
NGO
Underwired
WundermanOgilvy
Proximity London The Church Agency The Grey Group CACI
© 2010 AgillicNot for use or distribution without written
permission. 6
HOW AGILLIC WORKSTriggers and personalisation across multiple channels
© 2010 AgillicNot for use or distribution without written
permission. 7
One-to-one Trigger Based Communication
Traditional campaign approach
Revised one-to-one trigger based approach
EVENT EVENTEVENT EVENT EVENTEVENT
TRIGGER EVENT
TRIGGER EVENT
TRIGGER EVENT
TRIGGER EVENT
TRIGGER EVENT TRIGGER EVENT
© 2010 AgillicNot for use or distribution without written
permission. 8
How one-to-one content is created(Exemplified here as a web page)
© 2010 AgillicNot for use or distribution without written
permission. 9
Personalisation - Web - Telenor Denmark5x8x5x7x5x2x5= 70.000 versions5+8+5+7+5+2+5= 32 content pieces
© 2010 AgillicNot for use or distribution without written
permission. 10
Personalisation - Direct mail - Telenor Denmark
8x7x5= 280 versions8+7+5= 20 content pieces
© 2010 AgillicNot for use or distribution without written
permission. 11
Personalization - WAP2 - Telenor Denmark
8x5= 40 versions8+5= 13 content pieces
5x5x2= 50 versions5+5+2=12 content pieces
© 2010 AgillicNot for use or distribution without written
permission. 12
AGILLIC PRODUCT OVERVIEWHow campaigns are built, delivered and reported in Agillic Dialogue
© 2010 AgillicNot for use or distribution without written
permission. 13
REPORTER
CROSS CHANNEL
PROMOTIONS
DATA & SEGMENT MANAGER
CONTENT DESIGNER
TRIGGER & FLOW
DESIGNER
© 2010 AgillicNot for use or distribution without written
permission. 14
Agillic captures data in realtime, and derives realtime segments from it
© 2010 AgillicNot for use or distribution without written
permission. 15
Agillic ties segmentation to triggers, and executes flows in real time across channels
© 2010 AgillicNot for use or distribution without written
permission. 16
Agillic stores content in ONE layout module, uniting email, sms, mobile, mms, web
© 2010 AgillicNot for use or distribution without written
permission. 17
Agillic aggregates events and data across channels, delivering channel agnostic reports
© 2010 AgillicNot for use or distribution without written
permission. 18
Agillic allows you to slice your data by behavioural segments, not just channel
© 2010 AgillicNot for use or distribution without written
permission. 19
SHORT CASE STUDIESHighlights of what we have done with other brands and their agencies
© 2010 AgillicNot for use or distribution without written
permission. 20
Case Study: Toyota(agency: DialoguePeople)
• All marketing activities are now geared to digital engagement, gathering information and contact permissions by using games, quizzes etc as communication engines
• All potential car buyers now receive relevant communications based on the knowledge collected, using email, web and mobile as key channels
• When launching the Toyota Avensis, 16% of sales could be attributed Toyota’s new eCRM strategy
• Moved from 19th most sold car in 2008 to 3rd most sold in 2009
• Reduced Campaign Cost by more than 30%
ObjectivesObjectives SolutionSolution ResultsResults
• To radically shift Toyota marketing strategy from branding to eCRM
• To engage with potential car buyers early in the buying process to better drive sales
• To build and leverage contact permissions across digital platforms
• To gain market share during recession
SMS-beskedTil: 1230
Avensis
© 2010 AgillicNot for use or distribution without written
permission. 21
• To retain valuable mobile subscription customers
• To increase consumption of more products and services, such as ringtones
• To win back lost customers
• Telenor launched a loyalty scheme leveraging both web, email, mobile and traditional direct mail.
• The focal point of the program was a website that allowed customers to view information tailored to cater for their unique needs, based on past transactional history and behaviour.
• Email and mobile marketing was used for driving traffic to the site on a frequent basis
SolutionSolutionObjectivesObjectives ResultsResults
Case Study: Telenor (agency: Wunderman)
• Telenor saw a 41.3% churn reduction amongst their most valauable customers
• Average customer value increased by 2% as customers began using more services
• Break-even of program was reached in only 4 months
© 2010 AgillicNot for use or distribution without written
permission. 22
Case Study: Danish Railways(agency: Wunderman)
• Launch of ‘S-More’ Consumer Engagement Scheme
• Multichannel concept, encompassing digital channels such as mobile and web microsite, search, email, display, mobile tickets and social media as well as offline such as TV, print and outdoor
• Consumers receive frequent personalised communication via email and sms and their web journey is also highly personalised
• 1.1 million incremental train journeys directly related to S-More
• 11% of program members shifted from low frequency to high frequency travellers within six months
• Cited as ”best initiative ever from Danish Railways” by several bloggers and journalists
ObjectivesObjectives SolutionSolution ResultsResults
• To drive passengers in the greater Copenhagen area to use the ‘S’ train network more frequently
• To engage directly with consumers in order to build relationships
Customer
profile
- Name-Members
hip status
- Card
Retrieve Customer Data:
“ Answer 3 easy questions and
get better advice”
Competitio
ns
Membership benefits
S-train
news
Get travel info
directly on your
mobile
Members
hip upgrade
S-train news
for you travel
route
020,00040,00060,000
Campaign results
Expected Actual
© 2010 AgillicNot for use or distribution without written
permission. 23
• To motivate consumers to reduce their electricity consumption and thereby their CO2 emission.
• EU legislation means that SEAS-NVE will be compensated for the reduced consumption that they can atrtibute to their efforts.
• Mass communication such as print and display advertising, encouraged consumers to sign up
• Subsequently the consumers are reminded to submit monthly meter readings via SMS or web to monitor their consumption
• In addition to the monthly meter readings, every consumer receives personlised advice on how to reduce their consumption
SolutionSolutionObjectivesObjectives ResultsResults
Case Study: SEAS-NVE (agency: Magnetix)
• Nearly 30,000 consumers have signed up
• Within the first 4 months, consumers have reduced their electricity consumption by an average of 17.4%
• On a yearly basis, Målerjagten will have reduced electricity consumption by app 20.6 mill kWh or DKK 35 million
Tak for din tilmeldingLog ind p¨www.malerjagten.dk og se dine lodder.