smart data driven crm for fmcg

> Reckitt Benckiser CRM <Smart data driven CRM for FMCG

> About Reckitt Benckiser (RB)

March 2014 © Datalicious Pty Ltd 2

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> About Datalicious

Media Attribution & ModelingMaximise reach, awareness & increase ROI

Testing & OptimisationRemove barriers, drive sales

Boosting ROMI

Targeting & MerchandisingImprove engagement, boost loyalty

“Turning data into actionable insights to fatten the conversion funnel”


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> Datalicious clients


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> Challenge


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RB is 4th largest ad spender in AUTargeting ALL female grocery buyersThat’s 3.5 million woman aged 24-49

BUT no direct communication channel

> Challenge No direct relationship with consumers– Dependent on major retailers

Cannot communicate directly so …– Harder to understand– Harder to engage/make loyal– Harder to up/cross-sell– More expensive in the long-run


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> Opportunity An integrated platform architecture that collects and

organises consumer information to lift the business intelligence across the entire company through data driven insights.

Platform selection is driven by our ability to implement and management our consumers. Sharing knowledge between brands and agencies to leverage our

learnings. Technology infrastructure collects data and enable us to draw

consumer insights. Consistent reporting and tracking across agencies, platforms and

assets creates business efficiencies.


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Sharing

Reporting

Infrastructure

> Solution: Strategy Develop CRM to engage consumers directly

– Objective #1: Attract subscribers– Objective #2: Engage subscribers– Objective #3: Consumer insights

Improve products/marketing

– Objective #4: Reduce costs Direct/earned media vs. paid media Increase effectiveness of paid media via targeting

– Objective #5: Increase sales Increase up/cross/repeat sales


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Short-term

Medium-term

Long-term

> Solution: Platform vision


SCV2

SurveysCampaigns

Promotions

EngageWebsites/appsSocial/display

eDMs/DMs

CRM1

2 Single customer view platform containing all data across all (customer) touch points

1 Customer relationship management platform containing all data necessary to manage campaigns

Mass mediaSocial mediaDigital media

MeasureDemographicsTransactionsCampaigns

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Behavioural data

> Combine your data sources


3rd party data

+ The whole is greater than the sum of its parts

Transactional data

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> Understand your customers


Awareness Engagement Conversion Loyalty

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Required data points to make connection from customers to prospects?

CustomersProspects

Awareness Engagement Conversion

Audience purchased

Geo- segments

Audience purchased

Audience engaged

Geo-segments based on historic sales

Audience 1 Segment 1 Segment 1

GAP Segment 2 GAP GAP Segment 2

Segment 3 GAP Segment 3

GAP Segment N GAP GAP Segment N

> Identify gaps = opportunities

August 2013 © Datalicious Pty Ltd 12

Audience 1 = Segment 1

Audience 2 = Segment 3

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> Solution: Execution “You gotta give to get”– Smartest CRM is useless without content

Need something to communicate What can RB provide (the incentive)?– Tips, tricks, competitions– Product discounts, free products

Significant cost, requires smarts to maximise ROI Balancing data requirements with objectives


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> Solution: Execution Tips, tricks, competitions

– Anyone can receive Product discounts

– Expensive: Limit to stores or geographical regions that don’t sell enough already?

Free products– Most expensive: Limit even further to influential consumers

in stores or geographical regions that don’t sell enough already?


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> Balancing data requirements Objective #1: Attract subscribers

– Reduce subscription barriers: Ask for email only, offer social sign-on Objective #2: Engage subscribers

– Increase relevance: Ask for name, gender, DOB, category attitude Cannot give away product discounts, free products: Requires post code

Objective #3: Consumer insights– Improve products/marketing: Ask for full address, main supermarket

Deduct household income, life stage via geo-segmentation

Objective #4: Reduce costs– Increase effectiveness of paid media: Ask for full address

Deduct media behaviour via geo-segmentation

Objective #5: Increase sales– Increase up/cross/repeat sales: Ask for purchase behaviour

Deduct purchase behaviour via geo-segmentationMarch 2014 © Datalicious Pty Ltd 15

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> Phase 1: Common platform & data


SMS, email subscription

Facebook pages

Retail point of sale

Reckitt websites

Form subscription

ExactTarget API

ExactTarget Data Store

(SalesForce)

ExactTarget Landing Pages

ExactTarget Mobile Connect

Form subscription

Social single sign-on

(Janrain)

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> Phase 1: Common platform & data


ExactTarget Data Store

(SalesForce)

Data on geo-segments

(RDA geoTribes)

Social influence data

(Fliptop)

ExactTarget Automat. Studio

ExactTarget Audience Builder

ExactTarget SMS

ExactTarget emails

ExactTarget pages, forms

Website/app behaviour data

(SuperTag)

Retails sales data(Nielsen)

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> Phase 2: Data driven content Email template(s) with

customized content based on available subscriber data.

Explanations (including incentives) why additional data is required and why would it be beneficial for subscribers to provide.

Continuous checking and updating of subscriber data to keep data accurate.


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Subscriber data update (missing fields)

Product discounts (post code, influence)

Content suggestion (multiple)

Tips, tricks, competitions (multiple)

Content suggestion (multiple)

> Results Capability (technology) in place– Including standardised subscription forms

Legacy subscriber data being cleaned-up Still need to overcome brand silos– Data requirements still driven at brand level

Still need to streamline content strategy– Communications strategy still driven at brand level


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> What’s next? A strong foundation builds growth Now need to onboard remaining RB brands into CRM Move from email blasts to automated email triggers Develop cross brand insights Improve social integration with Facebook API Explore ecommerce opportunities Explore trade and B2B opportunities Explore integration with media (audience) owners Reduced reliance on paid and earned channels


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[email protected]

Learn morewww.datalicious.com

www.rb.com

SMART DATA DRIVEN MARKETING
