Here - Intelli

Transcription

Here - Intelli

Advanced Marketing
g Practices
To
Profitably
y Scale in 2012
1Q, 2012
1
Services
High Value
Customers
Customers
Leads
Cross Sell
Retention
Acquisition
Strategic
g
Information
Customer
Analytics
Marketing
Execution
Intelligent Incubation Platform
Media Planning
Performance
Metrics
Optimization
Multi-Media Incubation Platform
Census Bureau
Asset & Investment
:: Stocks
:: Bonds
:: Savings
:: Annuities
Living Expenses
:: Food
:: Entertainment
:: Commute
:: Utility
:: Education
3
Brand Image
Customer:
:: Experiences
:: Preferences
Media Effectiveness
:: Company
:: Competition
Primary,
Secondary,
y
Syndicated
Market
Research
Purchase/Transaction
Portfolio
On-line
Marketing response
Demographic
:: Age/Income
g
:: Occupation
:: Marital Status
:: Life Stage
Credit & Risk
:: Credit score
:: Debt levels
:: Mortgage Balance
:: Bankruptcy
:: Credit inquiries
Deed
:: Sales transaction
:: Lot size
:: Property tax
:: Primary residence
:: Landlord
Customer
Transaction
Data
Media Planning
Co su e Data
Consumer
ata
Demo, Credit
Household Contacts
:: Name and address
:: Phone /411
:: Daily
y new connect
:: Daily disconnect
:: Email
Strategic Information
Strategic Information
:: Market Opportunity Sizing
:: Portfolio Risk
:: Media Preference
:: Products & Services
:: Current
:: Potential
:: Channel preference
Competition:
:: Market Share
:: Shifts in share
:: From / To
:: Media Spending
Customer Analytics
Marketing Execution
Performance Metrics
Optimization
Media Planning
4
Strategic Information/ Analytics – Example
Market Sizing, Profiling, Strategic Marketing Plan
Description
Segment attractiveness
rank by:
• Customer p
profitability
y
• Marketplace:
• Size & Growth
Client defines
criteria/weight
• Definition of ideal targets
• Competition in market
Nested into:
• Opportunity Score
• All geo. levels
Output:
• Geo level ranking
• Proprietary Mapping
5
Benefits
Fact-based:
Customer profiling
Segmentation
g
Channel Analysis
• Direct Marketing
• Interactive
• Broad media
• Retail
Resource Spending
Market Share:
• Gain/Loss
Media Deployment
ROI
Cost Reduction
• Facility close/consol.
• Media reduction
Revenue growth
• Shift in Services
• Customer acquisition
Long Term Profitability
• Increasing:
• Size of most
profitable
prospects
• Share of Wallet
Customer Analytics
Customer Analytics
:: Profiling
g
:: Modeling
:: Segmentation
Strategic Information:: Profiling
:: Modeling
:: Personalization
:: Channel Preference
:: Risk/Attrition Profile
Marketing Execution
Performance Metrics
Media Planning
6
Optimization
Case Study:
Leading Provider of World Travel and Cruises
Objectives:
- Complete profile of customers and respondents
- Deliver segmentation
g
analysis
y
- Achieve Campaign Optimization
•The Broad Target Profile of Age > 65 tightened by:
•Occupation,
p
, Specifically
p
y Self-Employed
p y
•Married, Head of Household
•Homeowner, Income > $125k or Investible Assets > $500K
•Ethnicity: Jewish, European,
•Buyers of Fine: Jewelry, Specialty items
•There appears to be several Niche Markets, which may include:
•Same Sex households,
•Very High Income Producing Asset households
p y
•Retired,, Self Employed
•Exclusions, to boost performance may include:
•Presence of 2nd & 3rd Mortgages & Residences
•Households without Males
•Using Combined: Occupation (Retired) AND Income
•Upper limit on Age, perhaps > 85
7
Case Study: Leading Provider of World Travel and Cruises
“Stiffer” automated Business Rules could
align mail frequency with travel history &
potential travel
The frequent travelers are mailed
more often
# of Customers and # of Times Mailed by Times
Traveled
350
80
35,000
# of Custome
ers
90
70
30,000
25,000
# customers
60
Mailings/Customers
50
20,000
40
15,000
30
21 1
21.1
10,000
20
5,882
5,000
1,277
3
0
1
10
0
2
# of Times Traveled
3
500
# customers
Mailings/Customers
400
300
350
250
50
300
250
200
200
150
150
100
100
50
50
0
0
# of Times Traveled
8
450
Times Maile
ed
87.7
400
73
,4
7
13 1
,2
73
2,
98
4
1,
89
4
78
0
40
2
40
8
15
1
45
6
28
9
17
8
15
1
40,000
100
of ustomerrs
42 152
42,152
Tim
mes Mailed per C
Customer
45,000
,
# of Customers and # of Times Mailed by Times
Times Traveled
Minimize multiple mailings to
people who will only travel once
While expanding upon those people
where mailings induce travel
# of Mailings by Times Traveled
140,000
# of Mailings by Times Traveled
120,000
700
600
80,000
500
60,000
# of Mailings
# of M
Mailings
100,000
40,000
20,000
400
300
200
0
1
2
3
4
5
6
100
Times Traveled
0
7
9
11
13
15
21
32
Times Traveled
9
35
44
64
133
Customers Vs. Responders and US Population
Density by State
(First 25 States)
Index of Customers Vs.
Responders
10
N
Y
U
T
N
D
W
V
TN
A
L
VT
I
M
R
O
IN
A
R
N
E
W
I
N
M
S
M
O
M
IA
T
M
ID
A
M
A
K
K
S
SD
H
I
R
I
Index of Customers Vs
Vs. US
US.Pop.
Pop
11
O
AD
F.
/T
E
C
M
I N H.
.
SA /MG
R
LE
W
S/
H
S
IT
VC
E
CO
BL
LL
U
A
E
R
C
O
LL
AR
ST
U
D
H
EN
O
T
US
EW
IF
E
R
ET
IR
ED
FA
R
M
E
M
R
IL
IT
A
RY
R
E
SE
LI
G
LF
IO
U
EM
S
SE PL
O
YE
PR
SE
D
O
F/
M
TE
A
SE
N
AG CH
SA
LE EM
EN
S/
M
T
R
K
SE
TI
N
C
SE
G
LE
R
BL
IC
U
AL
E
C
O
LL
SE
A
R
S
SE
TU
D
H
EN
O
M
T
E
M
SE AK
ER
R
ET
IR
SE
ED
O
TH
ER
O
TH
E
R
PR
Responder & Customers Indexes by Occupation
300
250
200
Index of Customers Vs. Responders
Index of Customers Vs. US.Pop.
150
100
50
0
AFRICAN AMERICAN
UNCODED
UNKNOWN - DEFAULT!
SCOTTISH/IRISH
Index of Customers Vs. US.Pop.
ARAB
POLYNESIAN
Index of Customers Vs.
Responders
ASIAN
NORTHERN EUROPEAN
MISCELLANEOUS
JEWISH
ITALIAN
HISPANIC
GERMAN
FRENCH
SOUTHERN EUROPEAN
0
12
20
40
60
80
100
120
140
160
180
200
Media Preference Analysis:
Cable TV Preference by DMA
CABLE_TV_THE_GOLF_CHANNEL
CABLE_TV_CNBC
CABLE_TV_SERVICES_MSNBC
CABLE_TV_TCM_TURNER_CLASSIC_MOVIE
CABLE_TV_HGTV_HOME_GARDEN
_ _
_
_
CABLE_TV_FOX_NEWS_CHANNEL
CABLE_TV_AMC
CABLE_TV_A_E
CABLE_TV_CNN_HEADLINE_NEWS
CABLE_TV_BRAVO
CABLE_TV_CNN
CABLE TV FOX SPORTS NETWORK
CABLE_TV_FOX_SPORTS_NETWORK
CABLE_TV_TV_GUIDE_CHANNEL
CABLE_TV_THE_WEATHER_CHANNEL
CABLE_TV_HISTORY_CHANNEL
CABLE_TV_TRAVEL_CHANNEL
CABLE_TV_FOOD_NETWORK
CABLE TV HALLMARK CHANNEL
CABLE_TV_HALLMARK_CHANNEL
CABLE_TV_ESPN
CABLE_TV_BBC_AMERICA
CABLE_TV_STYLE
CABLE_TV_ESPN2
CABLE_TV_E_ENTERTAINMENT_TV
CABLE TV FAMILY NETWORK
CABLE_TV_FAMILY_NETWORK
CABLE_TV_GAME_SHOW_NETWORK
13
Detroit Cleveland Houston
115
113
113
114
111
111
112
109
109
111
112
110
111
108
110
110
109
108
110
110
108
110
109
108
109
108
108
109
106
107
109
108
107
108
108
107
108
107
107
107
108
107
107
106
106
107
106
106
106
104
105
106
110
106
106
104
105
106
105
105
105
103
104
105
104
104
105
100
103
105
106
103
102
105
102
Models identifying most responsive to travel offers
Gains Chart
Barnone Response Model
Decile
# of
Solicitations
# of
Responses
Response
Rate
% Responses
% of
Prospects
Cumulative #
of
Cumulative # Cumulative Cumulative % Cumulative % Cumulative
Solicitaions of Responses Response Rate of Responses of Prospects
Lift
Lift
1
112,110
2,045
1.82%
24.3%
8.6%
282
112,110
2,045
1.824%
24.3%
8.6%
282
2
125,263
,
1,365
,
1.09%
16.2%
9.6%
169
237,373
,
3,410
,
1.437%
40.5%
18.2%
222
3
124,872
1,047
0.84%
12.4%
9.6%
130
362,245
4,457
1.230%
52.9%
27.8%
190
4
129,076
910
0.71%
10.8%
9.9%
109
491,321
5,367
1.092%
63.7%
37.7%
169
5
130,271
746
0.57%
8.9%
10.0%
89
621,592
6,113
0.983%
72.6%
47.7%
152
6
136,736
613
0.45%
7.3%
10.5%
69
758,328
6,726
0.887%
79.8%
58.2%
137
7
136,917
540
0.39%
6.4%
10.5%
61
895,245
7,266
0.812%
86.2%
68.7%
126
8
134,277
473
0.35%
5.6%
10.3%
55
1,029,522
7,739
0.752%
91.9%
79.0%
116
9
137,208
378
0.28%
4.5%
10.5%
43
1,166,730
8,117
0.696%
96.3%
89.5%
108
10
137,089
308
0.22%
3.7%
10.5%
35
1,303,819
8,425
0.646%
100.0%
100.0%
100
1,303,819
8,425
0.65%
100.0%
100.0%
Total
P f
Performance
was 0
0.65%
65% b
before
f
We can now go down to decile6, or 60% of the target universe and still achieve higher
results than campaigns to date.
The real performance was 0.9%, a slightly better than prediction
14
Marketing Execution
Marketing Execution
Customer Analytics
Strategic
Information
Market Plan
Development
MultiChannel
Integrating:
B d
Brand
strategies
Media
Spending
Campaign:
p g
Design
Management
Lead incubation
Personalization
Performance Matrix
Media Planning
15
Optimization
Strategy: Multi-Channel Engagement, creating
two way dialogues until contacts convert
Target Opens
eMail
Email
Direct Mail
Targets sent personalized DM
with PURL or link to microsite
* Target
visits
Landing
Page
Landing Page
* Target
completes
Form @
Landing Page
Data Appends
Contacts and prior Analytics across responders
p
and
customers
by
t
b
& Modeling
non-responders
Segment and Value
Proposition
Non-Responders sent
personalized DM and/or emails
Text updates
after “X”
X days non
non-response
response
th
though
h
approval and
installation
DM Recipients driven
to web for:
Email Capture
Cookie Append
S l A
Sales
Agentt
*Interaction recorded
in database
* Verengo Web Site
Mass Media
•TV
•Radio
•Print
*Personalized
* Other Web Site
Emails, based on
fforwards,
d site
i visits,
i i
Social Media
Personalized communication driven by Interactions
Visits/navigation
i it
visits
16
Application
pp ca o
Prospect requests
personal contact
* Web Search
*
Mobile
Social Media
Across
“Key Influencers”
We can link a consumers Demographic, Property, etc. data to their Web Site Behavior and utilize it at the aggregated Neighborhood level
Consumer Transactions by Web Site
doubleclick.net
doubledaybookclub.co
doublepimp.com
dpbolvw.net
dscservices.com
dtrack4.com
dtrk2.com
dubinterviewer.com
dunhillvacations.com
e‐rewards.com
blockbusterexpress.co
blogspot.com
bloodjournal.org
bloomberg.com
bostonmarket.com
bp.com
bpoilnews.com
briandykstra.net
briansbelly.com
brothersoft.com
lakesidecollection.com
live.com
liveperson.net
mapmyvisitors.com
mapquest.com
mcafee.com
mediajmp.com
mediaplex.com
msn.com
msplinks.com
chnla.com
choicehotels.com
cingular.com
citbank.com
citibank com
citibank.com
citicards.com
clicknotes.com
clixmetrix.com
cloudfront.net
collective‐media.net
co
ect e ed a et
Demographic
Property, Assets
Credit
Media Preferences
Purchase history
Interests & Lifestyles
17
michaels.com
microsoft.com
mktginc.com
msn.com
mypoints.com
myspace.com
netflix.com
netquote.com
nexac.com
nintendo.com
Neighborhood web activity spans from site visits to transactions by site and product or service
Store Store
Locator
Email Sign Up
Add to Cart
Begin Checkout
Ship to Store
Gift Registry Sign Up
Loyalty Loyalty
Sign Up
Consumer Transactions by Web Site
y
doubleclick.net
doubledaybookclub.co
doublepimp com
doublepimp.com
dpbolvw.net
dscservices.com
dtrack4.com
dtrk2.com
dubinterviewer com
dubinterviewer.com
dunhillvacations.com
e‐rewards.com
18
blockbusterexpress.co
blogspot.com
bloodjournal org
bloodjournal.org
bloomberg.com
bostonmarket.com
bp.com
bpoilnews.com
briandykstra net
briandykstra.net
briansbelly.com
brothersoft.com
lakesidecollection.com
live.com
liveperson.net
mapmyvisitors.com
mapquest com
mapquest.com
mcafee.com
mediajmp.com
mediaplex.com
msn.com
msplinks.com
chnla.com
choicehotels.com
cingular.com
citbank.com
citibank.com
citicards.com
clicknotes.com
clixmetrix.com
li
i
cloudfront.net
collective‐media.net
michaels.com
microsoft.com
mktginc.com
msn.com
mypoints.com
myspace.com
netflix.com
netquote.com
nexac.com
nintendo.com
Consumer
transactions
by web site are
aggregated at
the
neighborhood
level for
personal
privacy
Social Media behavior can be analyzed at the neighborhood level, integrated with Web behavior and Demographic, Etc. data
Social Media Fan Pages
Captain C.B. Sully Barack Mashable
Starbucks
Sullenbe.
Obama
..
iTunes
The New York Times
NPR
Chase Mad Men Commun‐
ity Giving
Face book
Michael Phelps
Target
TED
Facebook Guy The Daily Dislike Market‐
Kawasaki Show
Button
ing Solutions
The Office
Starbucks Coca‐
Coffee Cola
Company
Number of Social Media Profiles
0
1‐2
0
3‐4
1‐9
5‐6
7‐8
9‐10
11‐12
13‐14
Number of Social Media Friends
1‐49
50‐99
100‐149 150‐199 200‐399
15‐16
400‐499
17‐18
500+
Social Media Site Membership
i l
di i
b hi
LinkedIn
Washing L.A. Word Match Amazon Friend ‐
Stumble
Face My N.Y. Amazon Plaxo Twitter Pandora
Flickr
Ebay Costco
Bebo
Yahoo!
book
Space Times
ton Post Times
Press .com Wishlist
ster
upon
Neighborhood 3
Neighborhood 4
Neighborhood 2
Neighborhood “N”
Neighborhood 1
Demographic
Property, Assets
Credit
Media Preferences
Purchase history
Interests & Lifestyles
19
Consumers with specific profiles, with the highest levels of web Neighborhood 1
“Key Influencers”
activity, who we employ as All consumers in Neighborhood #1, 3 Months of Web Activity, by Total # of: Site Visits, Ad‐words, Etc.)
359
657
95
510
172
477
197
8
582
71
638
195
47
228
12
31
101thingstodo123greetings.c103092804.com247realmedia 123inkjets.com1wrsurvey.com2010censusjobaol.com 101bank.com addthis.com 15kprofits.com247realmedia. 53riverbankrun247realmedia. cellfire.com 247realmedia.c
1x12.net
24hourfitness 247realmedia 2cpa.com
abmr.net
247realmedia 247realmedia atwola.com 103092804.comallure.com 1ordersys.comabbott.com aarp.org
33across.com consumerrepoaddynamix.com
247realmedia 3dvia.com aarons.com 302br.net adblade.com 302br.net 302br.net bluelithium 181st.net
allureexperts.c1shoppingcart abercrombie.caddynamix.coma9.com
coupons.com adecn.com
a9.com
5star‐sharewaaaronselectro 4adventure.coadecn.com a9.com
a9.com
ebay.com 1stsource.com avg.com
247realmedia. adblade.com adecn.com about.com engineguarantadfusion.com
abmr.net
a9.com
adsonar.com aa.com
aarp.org
iolo.com 1stsourceonlinaweber.com 302br.net
adbrite.com adsonar.com adblade.com freekibblekat. adsonar.com
aarpmembers 9gag.com
abmr.net
aarp.com
adecn.com abmr.net
akamai.net aavacations.coabmr.net
mediaplex.c1stsourceonlinbedbathandbe32red.com adbureau.net allegiantair.co addresses.comjuno.com
advertising.com
acnielsenonlinaarp.org
adfusion.com about.com alliancehealthabmr.net
accesshollywoyahoo.com 247realmedia. belloiris.com 33across.com adchemy.com atdmt.com addthis.com shoprite.com atdmt.com
acop.com aarpmembers adlegend.comabsoluteshakeanrdoezrs.netabout.com accuratelocalwyieldmanage302br.net
biglots.com 3stephomebiz addthis.com bestwestern.c addynamix.comstaples.com bluekai.com
0
2 91
2.91
acurian.com abalith.com adnxs.com adblade.com answers.com acbl.org
adblade.com
33across.com bjs.com
4feedback.netaddynamix.combluekai.com adecn.com state.nj.us crwdcntrl.net
1‐9sunnbnj.com doubleclick.ne
11.05
addynamix.co abbyy.com advertising.coadbureau.net apmebf.com acnielsenonlinadbrite.com
411.com
cbomc.com 4research.net adecn.com carrentals.comadfusion.com
adecn.com abbyyusa.comalabama.traveadchemy.com ask.com
adblade.com adecn.com
4tube.com childrensplace500in15.com adfusion.com cov.com
adobe.com
walmart.com exelator.com
1‐49
13.71
adfusion.com abc.com
alleghenypowadecn.com atdmt.com adbrite.com adfusion.com
50states.com chitika.net 6pm.com
adlink.net craigslist.org adshuffle.com yahoo.com fimserve.com
50‐99
15.05
a3urbanmusic.consumerinpu 8startsuccessn adnxs.com daveramsey.coadsonar.com
gslb.com
adnxs.com about.com amgdgt.com adfrontiers.coatwola.com adbureau.net admeld.com
100‐149
12.5
adsonar.com aboutlizzie.co aol.com
adfusion.com avenue.com adecn.com adshuffle.com
a9.com
criteo.com a4dtracker.comadsonar.com delta.com adtechus.com
juno.com
advertising.coaccessacs.comapmebf.com admeld.com avon.com adfrontiers.coadsonar.com
aafp.org
dealofday.coma9.com
adultfriendfinddoubleclick.neadvertising.com
match.com
150‐199
9.54
advisorypanelacop.com ask.com
adnxs.com bidcactus.comadfusion.com advertising.com
about.com dilards.com aavalue.com advertising.co frontierairline aeroperform.com
mookie1.com
200‐399
22.15
acclaimimagesdillards.com abcdefgfree.coallretailjobs.cogoogle.com aerotechlou.com
nexac.com
affinnova.comactressarchiveatdmt.com adobe.com bidsauce.com admarketplaceallbusiness.com
400‐499
6.07
bing.com
adnxs.com alot.com
acephotos.org disneystore.coabmr.net
amazon.ca hotwire.com aircraftspruce.com
optmd.com
alibris.com acuriantrials.cbestbuy.com adsfac.us
alliancehealthadbureau.net bluelithium.coadshuffle.comblogspot.com adsfac.us
amazon.com
aceshowbiz.codooney.com about.com amgdgt.com juno.com
airnav.com
pubmatic.com
500+
6.03
g
bluekai.com adshuffle.comamazonpaint.com
p
aclasscelebs.codotomi.com accountnow.coandrogel.com
g
liveglutenfree
g
allbookstores.com
qquestionmarke
amazon.com addthis.com bridgetrack.coadsonar.com
annmariemckeadobe.com burstdirectadsadspeed.net c21.com
adsonar.com americangirl.com
adblade.com doubleclick.neacespalace.comapple.com loyaltypath.co alphadictionary.com
realmedia.com
anrdoezrs.netadtechus.com clickbank.net advertising.coc21agentemai adtechus.com ask.com
adbrite.com doubledaybooacuriantrials.coatdmt.com mapquest.comamazon.com
serving‐sys.com
aol.com
advertising.cocpxinteractiveaggregateknowcarcomplaints advertising.coatdmt.com
addthis.com emitations.comadap.tv
atwola.com match.com ameritrade.com
trafficmp.com
tribalfusion.co
apmebf.com aglabs.com custhelp.com aipsurveys.co careerbuilder aetna.com atwola.com
adecn.com experion‐appsadbureau.net auctiva.com mayoclinic.comancestry.com
arthritisconneakamai.net dartsearch.ne allears.net carrotink.com airfarewatchd bid‐2‐buy.com
adfusion.com facebook.com adchemy.com avemariasong.mayoclinic.organniesattic.com
turn.com
p
y g alaskaair.com bing.com
g
adgoto.com
g
farmville.com adecn.com avon.com
minorleaguebaaol.com
g
untd.com
atdmt.com albertsons.comdolliecrave.coallposters.comcarsurvey.org
att.com
albertsonsma dotomi.com alot.com
cashloanprovi allenpress.combirchcouleearena.com adjug.com fastbrowserse adf01.net
belcantosocietnexac.com aquasana.com
usmint.gov
adleaf.com fbcdn.net
adfusion.com bestbuy.com offers.com ask.com
verizon.com
avon.com aldifoods.comdoubleclick.neamazon.com cc‐dt.com alltheservices bit.ly
Friends
Key Influ‐
encers
20
%
Lead Incubation Personalization
Customer Relationship Incubation (CRI)
Description
p
Deliverables
ROI
Relevant and timely
series of highly targeted
“one-to-one” email
communications based
upon customer-initiated
actions…creating a twoway dialogue, remaining
in contact until customers
are back “in-market”
• An ecommerce platform
that sends out dynamic
messages to customers;
• Continuous introduction
of relevant
communication
pathways;
• Creative templates and
messages for each path
way, individualizing
communications
• Performance reporting,
from message open to
account open
Increase ROI
5 – 10X best
Response rate and
purchase rate
Increased:
Conversion rates
Retention Rates
Fee Income
Lower:
Cost Per Acquisition
Marketing Costs
An un-invasive, low-cost
means of communication
relevant content to
customers on an
individualized basis
21
We integrate situations and attitudes to Personalize offers
Benefits:
:: Lower cost per acquisition
:: Innovative approach increase brand
equity and customer retention
:: Higher open and response rate
:: Proven ROI for your DM/Email
campaigns
:: Lead Incubation
:: Customer Relationship Incubation (CRI)
:: Multi-Channel Market Plan Development
:: Integrating:
:: Brand Strategies
:: Media Spending
:: Collateral
C ll t l
:: Email & Direct Mail Campaign:
:: Design
:: Management
:: Monitoring
:: Optimization
:: Marketing strategy evaluation and
development
22
22
Personalization
From Averaged Customer to Individual Person
Grouping for analysis
Who is the subject?
Message
Traditional Marketing
1 group for all customers
Average customer
Generic for everyone
One-to-Cluster Marketing
Limited number of clusters
Average customer in cluster
Special in each cluster
One-to-One Marketing
Each person separately
Individual person
Personal
Perrsonal Shopping Experience
e!
23
Integrating Models with Attitudinal Touch Points
Model  Clusters  One-to-One Touch Points
Cluster A
X Prospects
from
Top Deciles
in Single
Model
X Messages
designed
g
Generically
1-to-1 Touch Points
…
1-to-1 Touch Points
1-to-1 Touch Points
1-to-1 Message
…
1-to-1 Message
1-to-1 Message
Cluster B
X One-to-One
Personal
Messages
…
800
700
Cumulative
e Lift(%)
LIFT
731
CUM. LIFT
Cluster N
600
500
436
400
310
300
239
200
195
164
141
100
56
29
0
1
2
3
4
18
5
11
6
Deciles
24
142
125
6
7
111100
4
8
2
9
1
10
1-to-1 Touch Points
…
1-to-1 Touch Points
1-to-1 Touch Points
1-to-1 Message
…
1-to-1 Message
1-to-1 Message
Top Model Deciles
25
(Example only)
Ann Brown
John Smith
Touch Points
Ann Brown - Galapagos
John Smith - Australia
25
Cultural
Educa
ation - Graduate Degree
Donatte to Charities
Donate to C
Charities
Casino Gam
mbling
Photography
Historic
Cultural
Casino
o Gambling
Photography
Wild Life & Animals
Cultural/Art Events
Animals
Hunting/Sho
ooting
Wild Life & Animals
Culturral/Art Events
House
ehold Pets
Huntin
ng/Shooting
Sport-specific
Wildlife/Env
vironment
Boating/Sailling
Power Boating
Sailing
Bicycling
Camping/Hiking
Fishing
Sport-specific
Wildliffe/Environment
Boatin
ng/Sailing
Powerr Boating
Sailing
g
Bicycling
Camping/Hiking
Fishing
Travel-type
Walking for Health
Watching Sports on TV
Snow Skiing
g
Golf
Tennis
SPORTS
OUTDOOR
CRUISE
Travel-type
Walkin
ng for Health
Olympic
hing Sports on TV
Watch
Snow Skiing
Golf
Tennis
s
Galapagos Island
India
China
Dubai
Egypt
Australia / New Zealand
SPOR
RTS_LOVER
OUTD
DOOR_ENTHUSIAST
T
CRUIS
SE_ENTHUSIASTS
Attitudinal Profile for Prospect
Prospect
DOMESTIC
C_TRAVEL
FOREIGN_T
TRAVEL
TRAVEL
Attitudinal Attributes for Product
Product / Trip
DOME
ESTIC_TRAVEL
FORE
EIGN_TRAVEL
TRAV
VEL
Personalized Marketing Engine
One-to-One Attitudinal Touch Points
Other
Olympic
Tennis
Other
Top Model Deciles
Touch Points
Ann Brown - Galapagos
John Smith - Australia
26
Ann Brown
John Smith
26
Cultural
Education - Graduate Degree
Donate to C
Charities
Donate to Charitie
es
Casino Gambling
g
Photography
Historic
Cultural
Casino Gam
mbling
Photograph
hy
Wild Life & Animals
Cultural/Art Eventts
Animals
Hunting/Shooting
Wild Life & Animals
Cultural/Art Events
Household Pets
Hunting/Sho
ooting
Sport-specific
Wildlife/Environm
ment
Boating/Sailing
Power Boating
Sailing
Bicycling
Camping/Hiking
Fishing
Sport-specific
Wildlife/Env
vironment
Boating/Sailing
Power Boatting
Sailing
Bicycling
Camping/Hiiking
Fishing
Travel-type
Walking for Healtth
Snow Skiing
Golf
Tennis
SPORTS
OUTDOOR
CRUISE
Travel-type
Walking for Health
Olympic
g
Snow Skiing
Golf
Tennis
Galapagos Island
India
China
Dubai
Egypt
Australia / New Zealand
SPORTS_L
LOVER
R_ENTHUSIAST
OUTDOOR
CRUISE_ENTHUSIASTS
Attitudinal Profile for Prospect
Prospect
DOMESTIC_TRA
AVEL
FOREIGN_TRAV
VEL
TRAVEL
Attitudinal Attributes for Product
Product / Trip
DOMESTIC
C_TRAVEL
FOREIGN_
_TRAVEL
TRAVEL
Personalized One-to-One Messages
Other
Olympic
Tennis
Other
Getting Started
“Generate new Acquisition Revenue First”
– P
Putt iinto
t St
Statement
t
t off Work
W k (SOW) and
dA
Approve
– Implement Tests across Past Contacts and Former
Customer Base
– Measure results across Segments and Value propositions
– Expand programs exceeding ROI Objectives
Develop ROI-based Acquisition Models
– Test and Validate, expand campaigning
Establish Marketing Budget
Construct Overall Marketing Plan
27

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