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I N T E L L I G E N C E T H A T C O M P E L S October 2013 Overview.

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Presentation on theme: "I N T E L L I G E N C E T H A T C O M P E L S October 2013 Overview."— Presentation transcript:

1 I N T E L L I G E N C E T H A T C O M P E L S October 2013 Overview

2 1 I N T E L L I G E N C E T H A T C O M P E L S OUR MISSION YOUR CUSTOMERS The empowered customer is now in control of the business relationship… and the executive suite sees it: “The vast majority of CMOs believe there are three key areas for improvement. They must: understand and deliver value to empowered customers; create lasting relationships with those customers; and measure marketing’s contribution to the business in relevant, quantifiable terms.” - IBM CMO Study 2012

3 2 I N T E L L I G E N C E T H A T C O M P E L S WHAT DOES THIS MEAN? Marketers: Unprecedented access to consumer information Consumers: Expect marketers to know and pay attention OUR MISSION

4 3 I N T E L L I G E N C E T H A T C O M P E L S OUR MISSION SHIFT IN MARKETING 1. Informed interactions at all touch points 2. Higher level of customization leading to increased relevance 3. Ability to target individuals, not averages

5 4 I N T E L L I G E N C E T H A T C O M P E L S WE EMPOWER CLIENTS TO BUILD AND SUSTAIN RELATIONSHIP ROI THROUGH CUSTOMER INTIMACY. OUR MISSION

6 5 I N T E L L I G E N C E T H A T C O M P E L S UNDERSTANDING CUSTOMER INTIMACY Utilize insights that are deep and meaningful enough to consistently power unique and relevant surprise-and-delight experiences which create an emotional connection, increase engagement and build loyalty

7 6 I N T E L L I G E N C E T H A T C O M P E L S UNDERSTANDING CUSTOMER INTIMACY What Customer Intimacy is Scalable and transforming on a cultural and operational level Relationship-focused, channel agnostic Opportunity to identify and nurture the RIGHT customers What Customer Intimacy is NOT Responsive to every customer comment, competitor move or market shift Transactional and driven by any particular form of media or marketing initiative Investing equal resources into all customers

8 7 I N T E L L I G E N C E T H A T C O M P E L S UNDERSTANDING CUSTOMER INTIMACY Customer intimacy is foremost on CEOs’ minds. Eighty-eight percent of all CEOs…picked getting closer to the customer as the most important dimension to realize their strategy in the next five years. - IBM CEO Study 2012

9 8 I N T E L L I G E N C E T H A T C O M P E L S OUR EXPERIENCE 407 ETR AHI Travel Applebee’s Del Frisco’s Grand Casino Hyatt Morton’s The Steakhouse My Travel The Palm Travel/Hospitality Capital One CIBC Hibernia Bank U.S. Mint Financial Services Bell BlackBerry Century Link Qwest ViaSat Telecommunications Ford Infiniti Nissan Automotive Agilent Technologies CDW ComEd Constellation Energy Epsilon Experian Gallup Youth Specialties Other ADT Bally Total Fitness Family Christian ExxonMobil Hanna Andersson Public Storage QVC Sam’s Club Sears Sephora Shoppers Drug Mart Sirius Satellite Radio Sunglass Hut True Value Retail

10 9 I N T E L L I G E N C E T H A T C O M P E L S WHAT WE DO Strategic Consulting Data Services Knowledge Engine OmniChannel Marketing

11 10 I N T E L L I G E N C E T H A T C O M P E L S STRATEGIC CONSULTING Evaluation and Improvement of Targeting Decision Sciences Statistical Modeling Expected Value Incremental Response Next best product / promotion Offer optimization Customer Valuation Past Customer Value Life Time Value Potential Value Expected Value Evaluation and Improvement of Tactics Campaign Measurement Performance Assessment: Response / impact Campaign ROI Household versus promo code Incremental marketing impact Explicit versus implicit control group Analysis of market testing Cross-Channel Analytics Response Attribution Channel / Media Mix Modeling Cross-channel cost optimization Experimental Design Multi-dimensional testing Segment/offer/cadence/channel

12 11 I N T E L L I G E N C E T H A T C O M P E L S ConsumerIntellibase TM is based on the most accurate, complete data available in the market today. LISTS & DATA:ConsumerIntellibase

13 12 I N T E L L I G E N C E T H A T C O M P E L S LISTS & DATA:ConsumerIntellibase WINE MUSIC READING COLLECTABLES GARDENING JOGGING INTERESTS AND LIFESTYLES ECOMMERCE TECHNOLOGY BRAND LOYAL PRICE SENSITIVE SOCIAL INFLUENCE BEHAVIORS AND ATTITUDES DEMOGRAPHICS URBAN INCOME HOMEOWNER CHILDREN ETHNICITY NETWORK AGE CENSUS RATIOS ETHNICITY EDUCATION INCOME BY AGE MEDIAN RENT COMMUTE 130 MM HOUSEHOLDS OTHER LISTS AVAILABLE New Movers Non DMV Auto Business CONTACT CHANNELS Direct Mail Display Telemarketing

14 13 I N T E L L I G E N C E T H A T C O M P E L S SILHOUETTES3D ™ 130 MM HOUSEHOLDS DEMOGRAPHICS LIFESTAGE WEALTH CHILDREN NEIGHBORHOOD OCCUPATION HOUSING BEHAVIORS MEDIA TECHNOLOGY RETAILERS ECOMMERCE SOCIAL ATTITUDES HEALTHMONEY

15 14 I N T E L L I G E N C E T H A T C O M P E L S SILHOUETTES3D ™ ATTITUDES Identify and understand your target audience Build segment-based strategies Version communications Offline and Online marketing 58 Segments that define the American consumer

16 15 I N T E L L I G E N C E T H A T C O M P E L S SILHOUETTES3D ™ There are 58 unique Silhouettes 3D ™ segments, categorized into 12 Life Drivers: With more than 130 million households continually updated, you are assured to have the highest deliverability, quality, and accuracy available today.

17 16 I N T E L L I G E N C E T H A T C O M P E L S SILHOUETTES3D ™ E2: Suburban Bourgeoisie 2.0mm These middle-age power families have it all - great neighborhoods, great jobs, and high incomes. One parent may be at home, while the other runs a business or is a senior executive. They travel extensively, using sites such as Expedia to book their trip. Mom and Dad enjoy fine dining and wine and hitting the gym (running and jogging). They tend to buy new luxury imports (Lexus, Volvo, Mercedes, BMW). Suburban Bourgeoisie have all the latest technology, and check their iPhones for the latest deals, to text, or update their Facebook status. When they have their laptops out, they are looking at news and political sites, LinkedIn, and travel sites. AGE INCOME Less Than $30k to $50k to $75k to $100k to $150k to $200k to $250k $250k+ SHOPPING PREFERENCES Ecommerce From Couch Multi-Channel Sometimes Online Cautious Internet Brick & Mortar CULTURAL CONNECTIVITY Social Media Engagement Digital Influence

18 17 I N T E L L I G E N C E T H A T C O M P E L S SILHOUETTES3D ™ C1: Wall Street Dreaming 1.7mm With big plans for their lives, these young, hip, well-educated singles rent apartments in some of the most exclusive neighborhoods. Their income is on the way up, and they are some of the movers and shakers of their generation. They have yet to gain much financial credit, yet have healthy consumption relative to income. They spend more than average on clothes at retailers including Banana Republic, Polo, and H&M. They are not brand loyal and they prefer to shop and bank online. They like to tweet, blog, use Facebook, and network via LinkedIn. They have the latest iPhones and BlackBerries. Overall, their varied activities are outdoor (running/jogging, boating, skiing, cycling). They do occasionally enjoy the museums and cultural activities that are in their neighborhoods. They don't yet invest, and haven't saved enough to travel extensively. They trust the internet for almost all information. AGE INCOME Less Than $30k to $50k to $75k to $100k to $150k to $200k to $250k $250k+ SHOPPING PREFERENCES Ecommerce From Couch Multi-Channel Sometimes Online Cautious Internet Brick & Mortar CULTURAL CONNECTIVITY Social Media Engagement Digital Influence

19 18 I N T E L L I G E N C E T H A T C O M P E L S SEGMENTATION SOLUTIONS Two segmentation solutions to fit different needs SEGMENTOLOGY ® QuickStart Powerful strategic segmentation – based on Silhouettes 3D ™, QuickStart provides most important insights into your relationships to move your marketing forward. STRATEGIC SECTOR MAP Market Growth Opportunity Core Markets Fringe Customer Growth Opportunity CUSTOMER VALUE MARKET PENETRATION

20 19 I N T E L L I G E N C E T H A T C O M P E L S SEGMENTATION SOLUTIONS Two segmentation solutions to fit different needs SEGMENTOLOGY ® 360 The most complete segmentation available today, including behavioral, demographic, competitive, and attitudinal segmentation. The result is a set of powerful, robust customer personas that are both insightful and actionable.

21 20 I N T E L L I G E N C E T H A T C O M P E L S KNOWLEDGE ENGINE The heart and brains of effective marketing: A TECHNOLOGY SOLUTION: Sophisticated Householding Daily Updates Data Consolidation Feeds Back to Source Systems A PROGRAM THAT ENABLES: Strategy development Advanced Analytics Program deployment Reporting

22 21 I N T E L L I G E N C E T H A T C O M P E L S KNOWLEDGE ENGINE Transaction Detail Customer Summary Campaign History Segments Model Scores Selecting Rules Optimization Experimental Design Real-Time Server Deployment Silhouettes 3D ™ Contacts Demos Source Data Systems Business Intelligence and Reporting Mobile Engine POS Rewards

23 22 I N T E L L I G E N C E T H A T C O M P E L S OMNICHANNEL MARKETING Your Customers Mobile Number Name/ZIP Name/IP Full Address

24 23 I N T E L L I G E N C E T H A T C O M P E L S OMNICHANNEL MARKETING Predictive Model Identifies “Look Alike” Prospects ConsumerIntellibase TM 130mm US Households

25 24 I N T E L L I G E N C E T H A T C O M P E L S Your Customers Mobile Number Name/ZIP Name/IP Full Address Predictive Model Identifies “Look Alike” Prospects ConsumerIntellibase TM 130mm US Households CUSTOMER TARGETINGPROSPECTING OMNICHANNEL MARKETING

26 25 I N T E L L I G E N C E T H A T C O M P E L S OMNICHANNEL MARKETING OMNI CHANNEL MARKETING ENGINE Cookie ID Mailing Address

27 26 I N T E L L I G E N C E T H A T C O M P E L S OMNICHANNEL MARKETING OMNI CHANNEL MARKETING ENGINE Cookie ID Mailing Address TRULY INTEGRATED HOUSEHOLD MESSAGING Permission–based Outbound 2X Display Ads 10X In-home Mail 1X

28 27 I N T E L L I G E N C E T H A T C O M P E L S OMNICHANNEL MARKETING With today’s consumer, your message must find consumers wherever they may be. OmniChannel Marketing powers your results by building awareness and driving response.

29 28 I N T E L L I G E N C E T H A T C O M P E L S WHAT CLIENTS HAVE TO SAY “Cogensia has helped us retain our most loyal guests, delivered powerful insights into our business, and has delivered an analytic database marketing solution that has proven results! They are a valued partner and great to work with. President, Morton’s The Steakhouse

30 29 I N T E L L I G E N C E T H A T C O M P E L S COGENSIA WHO WE ARE Passionate professionals with proven results WHAT WE BELIEVE Flexibility to provide the optimum solution and completely transparent WHAT WE ARE GOOD AT Real results and thought leadership for sustainable growth HOW WE ARE STRUCTURED Lean and smart for optimum efficiency OUR EXPERIENCE Deep and wide for the best in program development

31 30 I N T E L L I G E N C E T H A T C O M P E L S COGENSIA Brad Rukstales, President & Chief Executive Officer Over 20 years of delivering data-driven insight and strategies for leading brands across North America. Phone: Mike Flynn, Technology Solutions Practice Lead 15 plus years of experience providing analytic solutions and strategy development for a broad spectrum of industries. Phone: Rob Morgan, Chief Marketing Officer Over 25 years of data-driven integrated marketing campaigns for fortune 500 brands and agencies both in Canada and the US. Phone: Joel Schiltz, Senior Vice President & Chief Operating Officer 15 year history of successfully solving business and marketing challenges for Fortune 500 companies. Phone:

32 31 Thank You


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