The Marketing

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The Marketing Promotional Plan

• Brand Building and Marketing Online

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Pull Versus Push

• Traditional marketing PUSH / interruptive
• Online PULL
• Online environment active medium
• People use internet to DO something
• Online marketing recommendation of usefulness

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The Brand Experience

• The online brand experience of brand
• Web site IS the brand
• Judgement based on experience of brand
• Companies can help to develop feelings in and
  around their brand
• Add a human touch in the computer environment
• Only one chance to create a favourable experience

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Traffic and Brand Value

• Smart browsing
• Traffic as value
• Traffic through visibility
• Domain branding
• Managing your portal presence
• Publicity and word of mouth
• Paying for traffic
• Alliance and co-branding
• Online ads
• Evaluating traffic sources

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Smart Browsing

• Surf Engines
• Using personalization techniques to help to solve
  the question of where to go next.
• Aimed at making Web navigation easier.
• No engine can provide guidance to a newly created
  page.
• Surf Engine Pioneer
• Alexa Internet Services (www.alexa.com),
• Founded in April 1996 by Brewster Kahle and Bruce
  Gilliat
• Located in San Francisco.
• Alexa works along with your browser to provide
  information about the Web page being viewed
  and insight about the additional places
  to visit.

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Features of Alexa Software System

• Real Time Information provider.
• Using technologies of parallel computing send
  new page address back to Alexa system, then send
  new information to users computer.
• Keeping a database of Web-surfing behavior.
• Using data mining techniques recognize usage
  patterns, help to guide users to their desired
  information.
• Interactive Click trails are combined with user
  rankings of web-page quality. Behavior and
  Rankings.

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Defining the Strategy

• WHO are the sites target audiences?
• WHERE can these target audiences be reached?
• HOW can they be most effectively reached?

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Initial Activities Offline Integration
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Initial Activities Search Engines

• 1 in every 28 page views on the entire web is a
  search engine results page
• Most widely travelled path on the net in march
  99 was from home.microsoft.com to
  www.altavista.com
• 85 users find web sites through search engines

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Initial Activities Search Engines
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Initial Activities Directories

• Directories compiled by humans, not robots
• Takes time and patience to get listed often 2-3
  months at the least
• But worth the wait in Dec 99 alone, yahoo! Had
  over 32 million visitors

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Increasing Awareness Reciprocal Links

• 88 of users find new sites this way
• Reciprocate with good quality, non-commercial
  information sites
• Reciprocal links can help develop a positive
  brand experience
• Some search engines use the number of sites
  linked to a submitted site as a ranking mechanism

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Increasing Awareness Advertising

• IABs advertising effectiveness study
• Online advertising can increase
• Advertisement awareness
• Brand awareness
• Product attribute communication
• Purchase intent

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Increasing Awareness Affiliate programmes

• Only pay for performance
• Reward per click through
• per lead
• per sale
• Online-only retailers generated 6 of their
  revenues from Affiliate Programmes

• Cross promotional partnering
• Online / offline promotional integration

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• Hairy

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Traffic Value and Scarcity

• Value is based on scarcity of supply, not
  necessarily benefits
• The supply of web content is growing faster than
  the number of users
• While the volume of online material provides
  ever-increasing value to network users, the
  battle for attention is severe

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Building Web Traffic

• Any Web site must attract visitors. The best
  designed and implemented Web site is useless if
  no one shows up!
• The biggest challenge facing Web marketer is
  getting visitors to their site.
• Traffic building tools
• Advertising
• Links
• User habits
• Word of mouth
• Surf engines

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Build Traffic
Search Directory
Domain Name/Brand

• Acquiring traffic is expensive
• And critical to Web marketing success
• Make the site easy to find by new users
• - Domain name
• - Search Directory
• - Publicity
• - External Links
• - Advertising

Destination Site
Publicity
External Links
Paid Advertising
Sources of Traffic
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How to Develop Traffic?

• Developing Traffic Requires Value
• Visit duration is the online equivalent to time
  in a store
• Long visit duration allows
• - More time to communicate the message of the
  site
• - Additional opportunities to engage in commerce
• - More chances to build commitment and loyalty
• - Exposure to more advertising or alliance
  partner
• impression

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Net Word-of-Mouth Technologies

• E-mail among friends and biz acquaintances
• Usenet groups
• E-mail listservs
• AOL and other online forums
• Industry portal discussion areas
• Online and traditional media coverage of the Net

The Net amplifies the power and accelerates the
speed of user feedback
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Option Leaders Online

• Opinion leaders are well-respected industry
  participants journalists, or lead users known for
  expertise
• Reaching opinion leaders is a key success factor
  of an e-commerce strategy
• Opinion leaders can be reached via e-mail and
  social networks

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URL Placement

• Integrate your domain name wherever possible
• - Manuals, warranties, software programs
• - Familiar advertising settings
• Billboards, buses, bills, company brochures,
  radio
• advertisements, public speeches, menus in
  
• restaurants, park benches, shopping bags
• To track which medium is driving traffic
• - Use unique identifiers
• - Use different Web addresses with different
  media
• messages

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Interactive Advertising

• Banner ads are the dominant form of online
  advertising
• - Clickable graphic images that take a user to
  another Web location
• Pricing is usually based on the number of
  impressions
• - Negotiated prices, volume discounts, and
  barter arrangements are common
• - Each banner also carries a unique identifier
• This allows a business to track the
  effectiveness of each placement in generating
  traffic

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Retaining Traffic

• Retaining traffic is profitable
• Site loyalty dramatically lowers the cost of
  maintaining
• web site traffic
• Fewer new users must be attracted to maintain a
  
• profitable user base

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Building Loyalty

• It costs 5 times more to sell to a new customer
• than to sell to an existing customer

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Building Loyalty Email

• Email interactive and measurable
• Content, Click through and Conversion can be
  measured and effectiveness of campaign plotted
• One-to-One marketing
• - profiling
• - segmentation
• - tailored communication

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Building Loyalty Site Personalisation

• Users visit personalised pages three times more
  often
• Response rate can increase to 10-30 from 2-4
• ROI for personalisation can be up to 300

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Building Loyalty Site Personalisation

• Scenarios where personalisation can be
  beneficial
• One product / service geared to more than one
  target market
• One target market and several products / services
• More than one target market and several products
  / services

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Building Loyalty Site Personalisation

• Types of personalisation
• Personalised information
• Personalised web experience
• Personalised service
• Personalised community
• Personalised cross selling

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Building Loyalty Little Things

• Reward loyalty
• Make a visitor feel valued
• Create a positive brand experience

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Conclusions

• Web sites need to be marketed to benefit from the
  investment made
• The methods used need to be appropriate for the
  strategy, defined by WHO and WHERE
• A positive brand experience is crucial in
  promoting loyalty
• Judgements are made depending on how people FEEL

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Waking Up Customers with Personalization

• Introduction
• Successful Use of Personalized Direct Mail
• Future Plans

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L L Bean

• Select Comfort -
  
  
  The
  leading vertically-integrated manufacturer,
  specialty retailer and direct marketer of premium
  quality, innovative air beds.
• Personalized comfort and support
• 320 major mall stores nationwide
• Database of 5 million owners inquirers
• Four-fold sales growth in last 5 years

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Personalization Overview

• Prospects Mall Location
  
• Inquiries Call to
  Action
  Discovery Information
• 
  Financing Pre-Approval
  Survey Results
• Owners Original Bed Purchase Info

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Prospect Lists

• Personalize Closest Mall Location
• Also Include Directions to Mall

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Inquiries - Personalized CTA

• Targeted versioning of most productive call to
  action
• 800
• Store location
• Both
• Inquiries segmented by channel preference

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Inquiries - Direct Call to Action
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Inquiries - Retail Call to Action
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Inquiries - Dual Call to Action
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Inquiries - Personalized CTA

• Targeted versioning of most productive call to
  action
• 800
• Store location
• Both
• Inquiries segmented by channel preference
• 24 response gain!! (dual vs single CTA)

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Inquiries - Customer Information

• Use information gathered in the discovery
  process to personalize the marketing message
• Make sure its relevant
• type, age of current bed
• sleep issues
• feature of interest in SC bed

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Inquiries - Customer Information
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Inquiries - Customer Information

• Use information gathered in the discovery
  process to personalize the selling message
• Make sure its relevant
• type, age of current bed
• sleep issues
• feature of interest in SC bed
• Double digit gains in response rates!!

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Inquiries - Sleep Survey Results

• Gather sleep survey data from inquiries
• Take problem/solution approach to direct mail via
  personalization

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Inquiries - Sleep Survey Results
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Inquiries - Sleep Survey Results

• Gather sleep survey data from inquiries
• Take problem/solution approach to direct mail via
  personalization
• Include collateral material in package that
  speaks to their specific sleep issue

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Future Plans for Personalization

• New Movers
• Back Pain Sufferers
• Sleep Numbers
• The sky is the limit!!

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Business Intelligence Challenge

• Who are my most/ least profitable customers and
  products ?
• To whom should I address my marketing action/
  campaign ?
• What are the sales performances of this period
  with respect to my objectives and with respect to
  the same period last year?
• Which are currently my best performing products
  in Germany ?
• Which customers are about to churn, who are
  frauding ?
• At what price should I sell my service/ product
  in Geneva ?

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Existing Barriers

• Data profusion, redundant and incoherent
• Data incomplete and of bad quality
• Culture for data transparency
• Technology islands
• Rapidly changing strategies and environment

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BI Definition and Map

• Draw the map to find your way to success
• Business Intelligence is a set of concepts and
  methodologies to improve decision making in
  business through use of facts or fact- based
  systems

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Three Cornerstones of Business Intelligence
Collect Data
Prepare Store Data
Analyze Data

• Extract Data from
• Legacy Systems
• ERP s
• E- Business systems
• Archives
• External sources
• ...

• Data Visualization
• OLAP
• EIS, MIS
• Standard Reporting
• Data Mining
• Forecasting, Simulations

• Data Staging
• Quality control
• Integration enrichment
• Historization
• Pre- aggregation
• Model transformation

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Examples of Business Benefits

• More Effective Decisions
• On- line indicators of business trends and
  ratios
• Deep analysis capabilities down to single
  transaction
• Greater Customer Insight
• Fact based segmentation
• Campaign success analysis
• Greater Profitability
• Resource optimization
• Identification of most profitable customers
• Defect ratio reduction

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BI Architecture
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BI Market Overview
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What is the future?

• Real- time solutions and full integration with
  operations
• Collaborative BI and Workflow Integration
• Mobile Business Intelligence
• Strategic Business Intelligence competence center

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Envision
We help you define your strategy at all business
levels and the tools to report, follow and
analyse your key figures

• Key Service Offerings
• BI Strategy and objectives
• Is Analysis of the available Data, Systems and
  Processes
• Identify a set of most-promising BI solutions

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Design
Design is the time where the success of the
solution is drawn

• Key Service Offerings
• Architecture Design
• Product Selection
• Project Organization
• Business Process
• Organization Design

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Delivery
With our partner or based on standard
technologies, we are always able to find a
solution that fits your needs

• Key Service Offerings
• Product Integration
• Data Processing (ETL)
• Reporting, EIS OLAP
• Data Mining
• Web Reporting and Analysis
• Clickstream Analysis
• ...

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Improve
Business Intelligence is strongly dynamic and
sensitive to all changes in company systems,
processes and strategy

• Key Service Offerings
• New Data Marts
• Data Mining
• Optimization
• Audit
• New data sources
• integration
• ...

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Financial and Accounting Reporting in a large Bank

• Monthly Reporting
• Profit and Loss
• Reporting at Regional level
• Group Statement
• Corrections
• Reporting at National Bank
• Capital Resources
• KMU Information
• Optimization of needed Capital Resources
• Ensure Reporting Obligations
• Extern intern financial audit

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Key Success Factors

• Performance and parallelization to perform the
  processing for the 7th of the month
• Ensure Data quality and coherence
• Preserve existing investment in systems and
  personnel
• Continuous improvement and evolutions
• Coordination with other systems

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Application References

• UBS Data processing for Financial and Accounting
  Reporting
• Postal Data Mart for Database Marketing
• U. S. Multinational Sales performances cockpit
• Concordia Enterprise Data Warehouse with 3 Data
  Marts and
• Performance Management Cockpit (Balanced
  Scorecard)
• PM Data Mart for R D Activity Reporting
• SBB Data Mart for Train Punctuality Follow- up
  and Reporting
• SBB Data Mart for the Global Performance
  Cockpit
• Nestlé Data Mart for Travel Expenses Reporting
• Genilem Reporting of WEB Site visitors
• ...

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Top 10 U. S. largest Multinationals

• Sales and Quotas Follow- up

• Solution Business Issue
• Follow- up sales on a day-to- day basis
• Client Value Delivered
• Consistent rules of Business Tracking across
  Countries
• Business Units Sales reporting for Country
  Managers

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Post Services

• Sales and Quotas Follow- up

• Solution Business Issue
• Identify most profitable customers and products
• Client Value Delivered
• Marketing campaigns
• Sales reporting