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How Staples Bridged Analytics with Campaign
Execution
Jim ForemanDirector, Circulation & Analytics, Staples, Inc.
Agenda
• Company background and structure
• Our Journey from Data to Profit:
Data Analytics Insight Campaigns Profit
• Bridging Analytics with Campaign Execution: Real Life Examples
• Getting Started in Your Business
• Q & A
My Goals
• Everyone stays awake
• Everyone believes attending this presentation was time well-spent
No Discernable SnoringSuccess Metric
You leave with at least one idea you can bring back and execute (or test) in your own business
Success Metric
About Staples
• Staples, Inc. invented the office superstore concept in 1986
• World's largest office products company
• Sales of $25 billion
• Nearly 90,000 associates worldwide
• Over 2,000 office superstores
• #2 E-commerce site trailing only Amazon.com
Staples Business Units
Staples
North American Delivery
US Retail International
Contract Staples.com Catalog
No Shortage of Data…
• $10B in Sales (US Retail + .com)
• 24 Million Active Customers (B/C)
• Over 70,000 Unique SKUs
• 220 Million Sales Transactions
• Nearly 1 Billion Transaction Line Items
…but still plenty of challenges!
• Budgets
• Lead Time
• Resources
• Complexity
• Campaign Volume
• Analytical Demand
• Insight Generation
Primary Goal
Turn this: Into this:
How Do We Get There?
Data
Behavioral Qualitative ExternalTransactional
Analytics
Exploratory Reactive Proactive
Insight
Descriptive Predictive
Campaigns
Outbound Inbound
$$ Profit $$
Data: Foundation for Success
DATA
Customer Data
• Firmographic
• Demographic
Transactional Data
• RFM / LTV
• Basket Analysis
• Net Profit
Contacts/Interactions
• Outbound (PromoHist)
• Inbound
Behavior & Response Data
• Web Behavior
• Coupons/Offers
• Surveys/Focus Groups External /
Environmental Data
• Gov’t / Industry
• 3rd Party
Gain Understanding with Analytics
Analytics
Exploratory Reactive
• Why?
• Cause/ effect
• Time-sensitive
• Understanding of underlying data critical
Proactive
• What? When?
• How many?
• Relationships
• Data visualization can be very helpful
• How?
• Future facing
• Less time-sensitive
• Game changing: highest value-add
Insight (According to Wikipedia)
• An actionable statement based on a deep understanding of your target customer’s attitudes, beliefs, and habits
• Connects at an emotional level with your customer
• Provokes a clear response (This brand understands me! That is exactly how I feel!)
• Has the power to change customer behavior
Applying Insight with Campaigns
• Why blind squirrels are seldom fat
• Why marketing is not like real life
• Why screen size matters
The Moral of the Story
• Consistently high campaign performance requires an ongoing stream of insight, and a way to quickly transform that insight into an appropriate campaign
Marketing Automation
Example 1: Reducing Attrition
How to get ahead of the attrition curve with appropriate marketing actions early enough to effectively reduce the overall rate of attrition?
Predictive Modeling based on Transactional Analysis and Customer Behavior Profiling
Issue
Solution
Example 2: Browsed/Abandoned
Lower online conversion rates within certain product categories
Qualitative research, multi-channel customer and basket analysis, near-real-time campaigns
Issue
Solution
Example 3: Trigger Campaigns
Lower margin and reduced attach rates on baskets containing certain technology items
Multi-channel attachment and basket analysis, recurring trigger campaigns
Issue
Solution
Path to Insight: Getting Started
• Identify critical metric(s)
• Decile Analysis
• Differential Customer Profiling
• Test Offers, Segments, Campaigns
• Incremental Analysis
• Refine and retest
Once You’re On the Path…
• Refresh Process Annually
• Walk before you run: the better you understand the past, the better you’ll be able to predict the future
• Think BIG – Marketing Automation software opens up many new doors
One Final Nugget…
The most critical element in improving the analytical effectiveness of your business:
You!