cliveunderwood-ibm-.pdf

7/30/2019 cliveunderwood-ibm-.pdf

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NECTAR CASE STUDY

Clive Underdown

Head of Campaign Management, EMEA


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MY INTRO

Discover how Aimia is using IBM Unica's enterprise marketing solution todeliver relevant and personalised marketing communications to the millionsof UK consumers who collect Nectar loyalty points


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AGENDA

The Aimia world

Nectar

Why & how we use Unica

How weve benefited from Unica

Example campaigns

Looking to the future


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AIMIA IS A GLOBAL ORGANISATION

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3,800 people

30 offices

20 markets


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OUR ECO-SYSTEM

CoalitionLoyalty

ProprietaryLoyalty

Analytics& Media


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HERE ARE SOME OF OUR BRANDS & PARTNERS

Earn Partners Burn Partners

Retailers Manufacturers

ProprietaryLoyalty UK

CoalitionLoyalty

Analytics& Media


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NECTAR


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THE NECTAR EXPERIENCE

Play video


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TOUCH-POINTS WITH THE NECTAR COLLECTOR

OUTBOUND

INBOUND

Statements Targeted & Triggered Comms

ATL / PR

Call Centre Online

Mobile Social

IN STORE


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OUR COMMUNICATION GOAL: RIGHT OFFER, RIGHT TIME,RIGHT PLACE

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THE DATA ASSET WE USE TO DRIVE PERSONALISATION

Lifestyle and social data

Behaviours and Attitudes

Personal and registration data

Transactional data

Name Gender DOB 95% accurate (regular cleansing)

Activity in all Nectar partners ande-stores (location, spend, frequency)

Responsiveness to Nectar offersand Partner marketing

Bespoke insight into competitor shoppingbehaviour

Attitudes to loyalty (e.g. loyal tomerchant or regular switching)

Price sensitivity (e.g. deal-seekeror buys premium products)

Online engagement

Mosaic segmentation Household metrics (children,

income, home/car ownership) Service providers (phone,

broadband, energy)

Address Email Phone

SourcesRegistration data

and account

management

Regular datacleansing and third

party matching

1Bn+ Nectaronline and offline

transactions p.a.

Nectar.com onlinebehaviour and

preferences

Nectar targetedmarket research and

third party surveys


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WHY WE CHOSE UNICA


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WHY WE NEEDED AN ENTERPRISE MARKETINGSOLUTION

Multiple Touch Points

Changing Client Priorities

Increased ComplexityMore Demanding

Consumers

+ =

Show methe value

Increased Frequency

+


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2,500

Campaigns

8,000

UniqueOffers

300,000,000

PersonalisedMessages

WHY WE NEED AN ENTERPRISE MARKETING SOLUTION

18,000,000

Collectors


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WHY UNICA

Industry leader 133 evaluation criteria

Quality of the Unica

Solutions Team

Future product roadmap

Partnership model


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HOW WE USE UNICA


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OUR CAMPAIGN MANAGEMENT PROCESS

Type here

REVIEW / SET

STRATEGY

Type here

Type here

Type here

Type here Type here

PLAN BRIEF

BUILDDEPLOYMEASURE &

EVALUATE


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OUR CAMPAIGN TOOLS FIT OUR PROCESS

Review /

SetStrategy

Plan, BriefBuild &Deploy

Measure &Evaluate

Identify Target AudienceExplore

Customer Transactions Customer Interactions

Plan & Brief Build Deploy

Model

Self Serve

Self Serve


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REVIEW / SET STRATEGY, PLAN AND BRIEF

Strategy & Planning

Plan ResourcesBrief Delivery

Teams

Marketing calendar updated

Stakeholders committed

Requests submitted

Campaign details input toUnica central repository

Campaigns reviewed

Insights taken

Objectives & strategy set

Communications plan created

Campaign Submitted in Unica MO:

- Full Objectives

- Target Groups

- Suppressions

- Offer and assets

Campaign brief reviewed

Campaign approved or rejected


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SET UP & BUILD

OfferManagement

Client Briefs

Agency

CampaignBuild

OfferAllocation

CampaignApproved

Roles assigned to tasks

Campaign project created

Client Approval

Assets

Received

Email

Build

Test

Tasks managed and monitored

through Marketing Operations


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DEPLOY

Data

Processing(e.g. Mail Sort)

P&P

3rd PartyVendor

(e.g. Catalina)

Print Vendor

Channels

ClientSign Off

Creation ofTarget List

API

Print

Digital

Email

Output FileEmail send

Creation ofContact History

Tasks managed and monitoredthrough Marketing Operations


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HOW WEVE BENEFITED FROM UNICA


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HOW WE HAVE BENFITED BY USING UNICA

Standardisation

Tasks re-deployed

ContentManagement

Better organisational

alignment

Centraliseddata repository

Better data &Greater transparency

QualityScale

Innovation

Re-usability andautomationIntegration

Speed

Better decisions


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UNICA ENABLES US TO OPERATE A FLEXIBLE ANDSCALABLE CAMPAIGN RESOURCE MODEL

NectarAnalytics

Campaign ServicesTeam

Nectar

ISS

Standard

Bespoke

D

E

L

IV

E

R

Y

Bespoke

Standard

ISSAnalytics


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UNICA HAS HELPED US KNIT TOGTHER COMPLEX,CROSS FUNCTIONAL PROCESSES

NectarInsight

RelationshipExec

Campaign

ServicesDigital WNS


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LESSONS LEARNED

It was a journey, not a project

Change forthe organisation

Implementation required significantchange management

It wasnt just about technology

Change for theindividual

Change forIT systems


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EXAMPLE CAMPAIGNS


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PERSONALISED STATEMENT AND OFFERS

Description

20M paper PUMs and 10M e-PUMs sent

annually

Larger target audiences in the Summer

and at Christmas

Points balance and programme updates

1-1 targeted coupons (8M variants) Open rate of >95%

Average overall response rate: 1525%

Offer couponsYour points update

Featured in all 30M PUMs

Collect 5000 Nectar points when you take

out a Capital One Credit Card

Where are our Partners featured?

1-2-1 tailored offers

Tailored Message to Collector

Tailored Message to Collector


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PERSONALISED OFFERS ONLINE


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PERSONALISED OFFERS VIA MOBILE


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TRIGGERED COMMUNICATIONS

Description

Bi-weekly mailing triggered byCollector transacting with a newPartner (earn) or redeeming 3,000

Points (burn) in the last month

1.4M sent each year

1-1 coupons Response rates: 2540%

Where are our Partners featured?

Offer coupons

Tailored Message to CollectorTailored Message to Collector


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A MULTI-MEDIA, INTEGRATED COMMUNICATIONSPLAN

38kFeb FebFebJul FebMar Apr/May Aug Nov

1

PROM

O 1

PROM

O

DM

50k

PUM

STOP!

All DM recipients(Cycle 2)

190kA)

Trigger coupon

Redeemers of either the DM or C@T a) (Not both)

15.2kB)C@T (Cycle 8/9)

75kC)


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LOOKING TO THE FUTURE


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OUR CAMPAIGN WORLD HAS CHANGED


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THERE ARE MANY DIFFERENT KINDS OF CONSUMER

Experiencefocused

Valuefocused

Conveniencefocused

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CRITICAL ORGANISATIONAL BEHAVIOUR

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Agility

Relevance

Authenticity Focus


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THANK YOU

Clive Underdown

[email protected]

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