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					Social Media (R)evolution and BI:
 What you can do now and why !

           Presented by: Ron Swift
    Teradata Corporation / Aprimo Division
    To Teradata User Group (TUG) Meeting
            In Dallas/Ft Worth, TX
              On March 22, 2011
What area of your business has

1. Most volatile budget allocations and associated resources?

2. The least amount of data to manage itself ?

3. The most expense per customer interaction ?

4. The highest lack of ability to measure it‟s contributions?

5. Possibly the lowest tenure of any of the CXO‟s/Directors ?

6. Misalignment with customer facing channels?

7. Largest non-fixed (variable) expenses per year ?

8. Needs DW / BI “NOW, MORE THAN EVER BEFORE” ?
Has “Marketing” become fractured ???
Lack of Integration Plagues CMOs

          What is Most Broken in Marketing Today?

                                                                     37%




                                        27%




           15%

                         10%                          10%




        Too many       Perceived       Lack of        Channel        Correlating
          silos      lack of value    marketing     consistency      marketing
                   from marketing      channel     in messaging      to revenue
                                     integration


                                                            CMO Survey/Argyle Executive Forum April, 2010
(How companies are….)
Fracturing Business Insight


• Conflicting Data for Crucial
  Business Decisions

• Deferred decisions due to
  data inconsistency

• Delayed time to market

• Overlapping initiatives
  stress over-stretched
  resources
Customers Keep Changing the Game…
Channels are Expanding Faster than
Resources




                          CMO Survey/Argyle Executive Forum April, 2010
Multiple Solutions Inhibit Marketing
Effectiveness

                                                                      • Low value realization
                                                                      • Data translation issues
% of Respondents




                                                                      • Lack of usability and
                                                                        integration
                                                                      • Difficult to manage
                                                                        multiple licenses,
                                                                        interfaces, data
                   Integrated marketing automation platform
                                                                      • Lack of automated
                   Multiple separate marketing applications
                                                                        prospect engagement
                                                                        across channels
                                                       Aberdeen Group 2010
                                                       Best in Class Website Results: 3 Leading Technologies That Work Better as 1
Many Social Media Tools Are Incomplete

                      • Measure One Application,
                        One Topic or One
                        Campaign

                      • Don‟t align to
                        performance & results
                        like conversions, sales,
                        costs or satisfaction

                      • Provide ambiguous,
                        conflicting or
                        inconsistent insights

                      • Lack alignment with
                        other channels

                      • Every new application is
                        its own island.
The VALUE of your TERADATA
investments increases exponentially
with APRIMO and ASTER DATA…

Just a few comments about our recent acquisitions
Reasons for Teradata‟s
Recent Investments

• Marketing has specific opportunities which could/should drive better
  ROI for the usage of data and the usage of channels

• Marketing and Services need to be able to react in very short time
  frames

• Clear opportunity to have customer gain exponential benefits from
  massive data collection, integration, interrogation, and analytics

• Prepare for both BIG DATA and for Non-Formatted Data

• Drive new technologies and experiences to lead the industry

• Add skilled resources and software solutions to accelerated portfolio

• Go beyond past successes and competition‟s “common denominator”
Teradata with APRIMO Provides the
Leading Integrated Marketing Solutions

• Bringing powerful business analytics with
  integrated marketing solutions to enable
  companies to improve and optimize marketing
  performance with data-driven insights

  >   Recognized leader for 9+ years
  >   500+ Customers
  >   More than 150,000 users worldwide
  >   Laser-focus on Marketing
  >   Global Reach (in 150 countries)




                                          &
Ten Imperatives Driving Marketing Change
(Focus and Direction becoming much more important)




• Marketing Must Be Accountable

• Marketing Must Be
 The Change Agent

• Engage Customers with Conversations

• Be Mobile, Be Everywhere,
 Be Relevant

• Let Go. Consumers Control
       Your Brand



  Source: APRIMO, a Business Solutions Division of Teradata Corp, 2011
Ten Imperatives Driving Marketing Change
(using Teradata EDW Solutions to create success)



• Integrate to Innovate
        Online and Offline


• Tear Down the Silos

• Automate,
        the Science of Marketing

• Free Your Content

• Be Maniacal. Prove ROI




  Source: APRIMO, a Business Solutions Division of Teradata Corp, 2011
Aprimo‟s® Vision is Shaping the Market




Marketing Resource   Enterprise Marketing     CRM Multi-Channel
   Management            Management         Campaign Management
  February 2011          October 2010            May 2010
 Teradata® and Aprimo®
 Delivering leading solutions today to help you
 realize the vision of Integrated Marketing

• Best in Class Integrated Marketing Suite
  optimized for B2C and B2B marketers                                Teradata®      Aprimo®
• More comprehensive, integrated B2C multi-                             TRM           IMM
  channel communications management and
  event-based marketing offerings
  >   Delivered in the cloud or on-premise
• Extended global support infrastructure for
  Aprimo‟s industry-leading B2B product
  offerings utilizing Teradata‟s extensive
  Global Support Center network
• Expanded application R&D organization
  >   More development, product management, support infrastructure
• Aggressive roadmap for TRM enhancements                                 The Undisputed
  >   Providing tighter integration of Aprimo

  >
      Marketing Operations and Email Marketing
      Leading digital marketing solutions
                                                                        Leader in B2B & B2C
• Flexible deployment options for on-premise                           Integrated Marketing
  and cloud solutions                                                      Management
• Committed to lead in Integrated
  Marketing Management
  >   Technology
  >   Vision
  >   Services
  >   Experience
Aprimo® Delivers Measurable Results
       Received a 20% gain in capacity by streamlining the production and
       review processes and developing better marketing materials

       Improved visibility of the marketing spend from 11% to over 85% to
       make educated adjustments to spend

       Reduced the production cycle time by 5 days and reduced training of new
       staff by 66%

       Managed and executed over 2000 events to gain a complete perspective
       of the marketing spend across brands

       Eliminated $2MM in duplicate systems and received a $35MM uplift
       through increased input

       Improved customer engagement by 11% and gained a 360 degree of
       the customer

       Provided visibility and accountability to track 16,000+ production jobs to
       eliminate the current need to “rush” 52% of them today

       Improved local media buys by $2.1M from low performing to high
       performing markets, resulting in over a $5M yield in effectiveness annually
Aprimo® Delivers Measurable Results
       Achieved 14-16% overall success rate for inbound, event based
       campaigns in “National Leads” Program

       Increased incremental annual revenue more than $50million, attributed
       to local promotions via Distributed Marketing


       Increased response rates from 5% to 16% via Event Based Marketing


       Reduced overall communication costs by 10%; Increased campaigns from
       80 to 400 with same marketing resources

       Increased e-mail marketing revenue 100% in 18 months;
       Increased average order size by 5.9%

       Improved order rates 29-50% (Better Homes & Gardens); Increased email-
       generated subscriptions 20-40% within 3 months compared to previous year


       Reduced time to market by 92%; Reduced internal workload by 40%



       Increased average gross profit by 38% for targeted promotions;
       increased average transaction size by 18%
Aprimo® Integrated Marketing Solutions

  Web User                                                  Analytics                                 Channels
  Interfaces                       Marketing
                                  Optimization
                                                          Web Analytics          Search Marketing
                                                                                                     Call Center
                                                            Business
                                   Reporting                                  Predictive Analytics
                                                           Intelligence
                                                                                                     Direct Mail
                                   Customer Profitability/Analysis/Attribution Metrics
                                                                                                     Store/Office
                                                             Execution
                                Events           Lead         Email        Website         Social    Partner/Dist

                                                    Campaign Management
                  Application




                                                                                                        Email
Mobile

         Portal




                                  Dialogue              Offer Management      Event Triggering
                                                                                                        Web
                                                            Operation
                                                                 s                                     Mobile
                                                        Planning and Spend

                                Roles, Campaign Process, Workflow, and Approval Tracking                Social
                                                                                                     Communities
                                                 Marketing Asset Management
                                                                                                         ITV
                                                              Data
                                  Data                                               Data Sources      Gaming
                                                 Data Security       Data Mgmt
                                Warehouse                                              & Marts
SOURCE:
Article by JAMES KOBELIUS,
InformationWeek,
March 4, 2011
          Making Social Media Smarter
          Moving Beyond Simple Metrics to Social Enterprise Intelligence


                                                   Integration
                                    LOW                                  HIGH                    Actions to Achieve
                                                                                                 Social Intelligence

                                                                                                 • Analyze alongside
                        HIGH
Built-In Intelligence




                                                                                                 Enterprise data (BI, Data
                                                                      Social CRM                 Mining,, Text Mining,
                                Social Network                                                   Historical data)
                                Analysis
                                                                                                 • Data Driven Decision making
                                                                      Social PR / Marketing
                                              Social Shopping                                    • Leverage Enterprise
                                                                       Advertising / Targeting   Communications Platforms
                                                Social Service
                        LOW




                                                                                                 (CRM)
                                                                 Social Media Monitoring
                               Social Graph                                                      • Close-Loop / ROI Analytics

                                                                                                 • Automate and Integrate
                  Imagine: Smarter Social Media
                 Driving Marketing ROI with Analytics,

                                                  Business Results
                                       LOW                                    HIGH
                      HIGH
Social Intelligence




                             Social Media
                             Monitoring

                                                                   Product Collaboration
                                             Social Shopping
                                               Social Care         Social Brand / PR
                      LOW




                                   Social Graph     Social CRM
                                                             Advertising / Targeting
Recommendations to become more agile,
relevant, valuable, and significant
  An architecture for Closed Loop,
  Multi-Channel Marketing Success
Call Center Branch
 E-commerce Store
 Sales    Catalog
                       BI/Analysis                                   Touch Points
Demographics              Tools
                                                                       WWW


                                                  Actions               Call




                                                                                  Customer Interactions
                                                                       Center
  Enterprise
                         Integrated
    Data                 Online and                                   Stores/
                                                                      Branch
                           Offline            Customer Insight
                            Data
                                                 & Influence           Kiosk
  Behavior/                                                          (POS, ATM)
    Social
  web Data                                  Revenue Opportunities      Mobile


                                                                     DM/Email
                     Industry Data Models   Operational Excellence
                         Inclusive of                                 Search
                           IWI PDM                                    Engines



                                                     Responses
   DTG



    Utilize a Smart Social Media Framework



                          Social & Mobile Application Data

Depending on
which data        Social Media Analysis                Enhanced Campaigns
needs to be
stored
                          Keyword parsing                  Identity matching
different                Sentiment Analysis              Find nodes and links
vendors                 Content classification           Find strong/weak ties
should be
used
                        Clusters/associations             Identify influencers



    Operational Systems
                                                                    Marketing Analytics
         CRM      SCM                            DTG                •Customer Intelligence
                                                                    •Campaigns performance
         Legacy   ERP              Data Warehouse                   •Interaction mgmt
                                                                    •Predictive analytics
             Web                                                    •Financial Results
            Analytics              Teradata IWI data models
 Teradata Channel Interaction Manager (TCIM)
 Overview

• Teradata Channel Interaction Manager (TCIM) provides
  capability to consume/produce XML documents over
  HTTP using Teradata Xml Services (TXS)
  > Provides the ability to map an url endpoint to GET or POST an
    xml document.
  > Utilizes Teradata Xml Services for all xml document processing.
  > Provides a buffer for POST request which allow the web service
    call to return immediately without having to wait on the DB.
Teradata Channel Interaction Manager
(TCIM) Example Flow
Teradata‟s TXS Services


                 HOT TIP
• BEFORE WORKING WITH TXS
 > Get and Read the users manual / orange
   book
 > Available on Teradata Developer Exchange
   – http://developer.teradata.com
 > Included in the full TXS download
   – Teradata XML Services currently located at:
       – http://downloads.teradata.com/download/extensibility/teradata-
         xml-services-13-0
 AND… Leverage both Webtrends & Teradata

Data Collection

                                    Operational
                  Data Storage       Reporting

                  Aggregate Data


                                                               Teradata EDW




                  Visitor Records                     DATA
                                                   SCHEDULER




                                     Behavioral
                                    Segmentation
 Examples of “SMARTER”
Social Media and Successes
  A day in the life




                                                    3 days later,                        Shopper “checks-into” local
Shopper downloads iphone                            shopper add                          store and… waits for offers
app “Carrefour Cook”                               “recipe of the
                                                   week” items to
                                                    shopping list
                                      Shopper
                                      criteria &                                        Kick off real-time look up of
             Foursquare usage         facts                                            recent behavior; does affinity
             and redemption           saved;                                          search for „recipe of week‟ and
             noted; kicks off                                                        feeds to recurring CRM campaign
             profile update;
             shopper now a
             responder to
             mobile contact
             and social /geo-                      customer event
             location engaged                          trigger
             customer




                                                   Teradata
                                                                                       Updates communication plan
                                                                                     and launches updated campaign:
               Customer Trigger SMS                                                    1. floor map to find items of
                 received; customer                                                            weekly recipe
               buys daily home meal
                and uses mobile app                                                  Makes new updates available on
                   loyalty discount                                 customer opens            loyalty app
                                                                      app in store   • Sends text for daily home meal
Capturing Customer Insight


                             • Nordstrom
                               offers
                               multiple
                               Facebook
                               pages

                             • They have
                               responses for
                               posed
                               questions,
                               types of
                               customer
                               service

                             • Provide an
                               opportunity
                               to capture
                               „who the
   Analyze the Customer Journey

                     online                 offline            mobile phone
Fri 17:00                             mailer with 20% off

Sat 8:50                                                      Groupon $25 offer
Sat 9:00       browse item online

Sat 9:10      starts cart; abandons

Sat 11:00                               tries on in store     Foursquare check-in

Sat 11:15       email: 30% offer                             mobile: 25% coupon


                                contact optimisation
            a contact optimisation engine could have automatically filtered
             these contacts by type, strategy & recency of other contacts,
               across channels, allowing only the best one(s) to go out
Sales & Brand


The goal of the project is to
“take the largest sports
brand in the world and turn
it into largest participatory
brand in the world.”

• Gives fans increased access to
  athletes and scientists – a source
  of ideas and insight

• Uses text analysis software to
  automate tasks

• Displays visualization of customer high school athletes before big games
   “Meg tweets encouragement to
     and taps out data
  interactions with responses on Facebook queries as to when to use the
                                           new protein drink…
                 We’re like a person in their social media circle…”
         Wallstreet Journal, Sept 15, 2010
Advertising Profitability




      220,000 impressions   147,000 impressions
       8,000 click-thrus      3,200 click-thrus
        450 applications      420 applications
      $75K in Charges       $150K in Charges
  Smarter Social Media: Lets Get Started

• Engage „Community Managers‟

• Collect & view data, set strategy

• Drive your business :
  >   Grow loyalty, brand & engagement              September 2010 SRI Leaders
                                                                         SRI
  >   Drive Sales                                   Rank    Company
                                                                         Score

  >   Provide Service                               1
                                                            Victoria‟s
                                                            Secret
                                                                         27.8

  >   Dialog with consumers                         2       Apple        21.2

  >   Avoid PR issues; turn to appropriate audience 3       Walmart      20.5
                                                                       Whole
                                                                  4                 18.4
                                                                       Foods
                                                                  5    Forever 21   12.5
• How to incorporate?                                             6    Best Buy     10.2
  •   Positive or neutral feedback – automate in DM efforts       7    H&M          9.9
  •   Critical or negative feedback– Customer service process     8    Target       7
  •   PR Considerations (brand, large scale) –handle separately   9    Gap          5.8
                                                                       The Home
                                                                  10                5.6
                                                                       Depot
How Do We Measure It?
Focus on driving business value
           Customer
           Insight &
           Influence

     Guest         E-Influenced       Products &    Social Media
  Engagement         Property          Services      Monitoring
                      Traffic        Performance



         Revenue
         Opportunities

  Personalized    Product & Offer   Merchandising    Seamless
   Messaging         Extension        Extension       Channel
                                                    Management



           Operational
           Excellence

      Digital         Store                         Contact CTR &
                                      Shipping &
  Promotional       Operations                         Service
                                      Fulfilment     Efficiencies
  Effectiveness    Management
SOURCE: “SOCIAL EYE”
LEAD MANAGEMENT ANALYTICS EXAMPLE (of sources)




             Source: SocialEye.com 03/22/2011
  2011 & beyond: Marketing Requirements

• Retail Forward: FDM Retail Perspectives
  “Ten Trends for 2010 & Beyond”: April 10

• “Retailers also will pursue specialized marketing efforts
  (e.g., customized coupons, mobile marketing, social networking)
  in lieu of traditional mass marketing vehicles (e.g., free
  standing inserts, radio, television) to increase visibility and
  attract shopper attention.

• Shoppers increasingly will demand customization             because
  technology enables it.

• CVS’ Extra Buck …programs demonstrate how marrying
  technology (e.g., kiosks and online) with shopper insights can
  drive loyalty by providing personalized discounts in an
  easily accessible fashion.”

  The ExtraCare Rewards program acts almost like a personal shopper, recommending
  products & providing special offers tailored to each cardholder.” -- CVS.com
Next Steps

Follow up Possibilities:
• Working session with complete business team

• Assessment of present status and future needs

• Workshop Opportunities: Business Value Definition
  > Value of Web Integration Definition
  > Event Based Marketing Workshop


• Rapid Insight Analytics POC
  > Driven by core business need
  > Explore data possibilities quickly
Summary and A Portfolio of Leadership
in Data Warehousing, CRM, MRM, IMM,
and BI to drive profitability

Companies that have doubled or tripled their value when
coming out of a PAST recession…
Where should you invest now ?


• Foundations and Futures
  > Copper, Cement, Coal, Timber,
  > Natural Gas, OIL, Water, Food


• Communications and Enabling
  > Make repetitive decisions ‘no-brainers’


• Consolidations and Integration
  > Process and Technologies


• Customers and Channels
  > People and Profits
Suggestions for using Teradata
for Providing proven Assistances

• Teradata offers a comprehensive portfolio of services to
  help you get the most from your data warehouse

  > Teradata Business Value Consulting
  > Teradata DW Maturity Assessment
  > Teradata Integrated Data Assessment
  > Data Mart Consolidation Assessment
  > Business Impact Methodology (BIM)
  > Data Governance Assessment and Strategy Service
  > Teradata Enterprise DW Roadmap – EDWr
  > Aprimo Marketing Requirements and Assessments
  Active Resources to help you

• Many case studies or articles at www.Teradata.com

• Also excellent materials for MARKETING at www.APRIMO.com

• Use Business VALUE Assessments and Roadmaps

• Teradata Magazine – business articles (pass them around)

• 1-2 Hour Executive Briefings (on site or at Teradata EBC)

• Executive Forums and Strategy Discussions

• Best Practices Workshops from noted experts

• Have a meeting at lunch in next two days and tell your associates
  and managers what you learned at this meeting!
                  Thank you…

            For Additional information,
          read “Accelerating Customer
                   Relationships”
                ISBN: 0-13-088984-9



Ron Swift – Teradata Corporation
Vice-President – Cross Industry Business Solutions Marketing
Direct Line: ++*1*772*834*99*30
Internet:
   Ron.Swift @ Teradata.com
           or ron.swift@gmail.com

				
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