jesus marqueta - business intelligence & database marketing are a must for a successful...
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Business Intelligence & Database Marketing are a must for a successful Transpromo implementation
What is
BusinessIntelligence?
What’s Business Intelligence?
“Torture techniqueconceived to make data
confess his sins”
What’s Business Intelligence?
“Combination of technology, tools and procedures that
transform data intoknowledge to support a Sales
& Marketing Strategy”
Data Warehouse Institute,
Beware of what you whish…eventually It will come true
“…everything I’ll touchbecome gold…”
Beware of what you whish…eventually It will come true
“…I would like to target each customer in a
personal way“
Beware of what you whish…eventually It will come true
“…I would like to target each customer in a
personal way“
Full-color performance
and cost
Selectiveenvelope
capabilities
Beware of what you whish…eventually It will come true
“…I would like to target each customer in a
personal way“
Full-color performance
and cost
Selectiveenvelope
capabilities
Transpromo
Design & ColourManagement
Full-color variable -data high- performance printing
Envelope & DocumentManipualtion
The path from billing to Transpromo requieres a new value chain
Design & Colour Management
Full-color variable -data high-
performance printing
Envelope & DocumentManipualtion
“Personalization is thekey success factor of a
Transpromo project and it depends on yourmarketing databse
capabilities”Food Retail Marketing Director
SistemsIntegration (IT)
DatabaseMarketing &
CampaingManagement
Design & ColourManagement
Full-color variable -data
high-performance
printing
Envelope & Document
Manipualtion
Enterprise Marketing Platform Architecture
CustomerDatabase
Analytical Models(Datamining)
• Customer Value•Attrition / Churn•Clusters•Cross-Selling –Affinity, Sequence…
Exploratory Analysys(OLAP & Query)
• RFM•…
Businessrules Front-end /
API
CampaingManagement
• Target•Offer•Triggers•Creativity
•Normalization
•Cleansing
•Enrichment
Marketing Governance• Metrics•Scorecards
Operational & 3rd PartySystems
Customer Intelligence Customer Interaction Customer Improvement
Data IT Business Intelligence Design & IT Communication Business Intelligence
OutboundCommunications
(Channels)
Enterprise Marketing Platform Architecture
CustomerDatabase
Analytical Models(Datamining)
• Customer Value•Attrition / Churn•Clusters•Cross-Selling –Affinity, Sequence…
Exploratory Analysys(OLAP & Query)
• RFM•…
Businessrules Front-end /
API
CampaingManagement
•Target•Offer•Triggers•Creativity
•Normalization
•Cleansing
•Enrichment
Marketing Governance• Metrics•Scorecards
Operational & 3rd PartySystems
Customer Intelligence Customer Interaction Customer Improvement
Data IT Business Intelligence Design & IT Communication Business Intelligence
OutboundCommunications
(Channels)
Food Retail business case
Current Situation
Sector Food Retail
Loyalty Cards (customers) 1.000.000
# Billing per year 12
Coupons per billing 12
Basket Types (coupon set) 10
Distinc products per billing 60-80
Languages 2
Product Categories 500
Products 11.000
Providers 500
Roadmap to Transpromo
Phase Initial Color Up-Selling Cross-Selling Self-service
Technologyoffset + billing
B/NFull-color variable printing
Personalization Segments (10) Segments (10) 1:1 in 12 coupons
Since 2004
Sep 2009
Nov 2010
Mar 2011
Understanding of Consum Loyalty Programme
Product actions Business Rule / Intelligence
Segmented Offer • 10 clusters
Focused Offer • N subclusters by cluster
Up-Selling • Customer Value Model
Cross-Selling • Intercategory• Intracategory• Affinity• RFM
New Product Launchs
Customer Mode Busines Rule / Intelligence
Normal • Customer Value Model
Retention • Churn Model
Reward • Customer Value Model
Recover • Customer Value Model
Normal Retention Reward Recover
SegmentedOffer
Cross-Selling
Launch
Other com.
Current vs. Future situation
Normal Retention Reward Recover
SegmentedOffer
Cross-Selling
Launch
Other com.
Providers
Co
mm
un
icat
ion
s
Neg
oti
atio
n&
Man
agem
en
t80-120
Promotions / Month
Normal Retention Reward Recover
SegmentedOffer
Cross-Selling
Launch
Other com.
Providers
800 – 1.000
Promotions / Month
Current Situation
Future Situation
Current workflow (couponing)
Offer Negotiation Communications
•Segmented Offer
• 10 basket-type with
12 slots
• 120 possible
promotions
Num BasketType
Slot Impacts €
1 Seniors WealthYougurt
32.500 45.000 €
2 Seniors Low saltHam
32.500 52.000 €
…
120 Generic Soy Milk 45.700 52.000 €
•Close conditions for
every slot
•Creativity
•Generate communications
• 10 pdf: 12 spaces by
basket-type
• 10 Transactional data
files
New workflow: Transpromo Workflow Management
• Slots-Communication
Type Decision Making:
• Segmented Offer
• Focused Offer
• Cross-Selling
• Launch
• Up-selling
• Reward
• Retention
• Close terms by slot
•Face-to-face
•Web
• Information System
•Marketplace
•Reporting
• Communications’
Generation:
• 1 pdf template
• N images
• 1 transactional data
file
• 1 business rules file
New workflow
elements
Offer Negotiation Communications
• Multiaction
Promotion´sInformation
System:
slot/coupon
generator
Project Name
POP (Portal Oferta Personalizada)
ProvidersInformation
System
High Level Functional Architecture
20
Segmented OfferGeneration (Up-
Selling)DataWarehouse
Transactional
CommunicationsManagement
(Print net)CampaignManagement
System Campaingfollow-up
CampaignRepository
Campaing/PromotionManagement
Self-Service Generator
Cross-SellingGenerator
POP wizard
Product pre-selection & offers by
section
Coupon Generation Process Nov 2010 Status Open
Product rotation & Gold/Silver/Bronze
%
Product Selection
CustomerSegmentation
Providers’ Proposals
Simulation
Providers’ notification
Coupon Generation
Section Milk
Objective Closed %
Providers 24 12 50%
Products 35 20 57%
Product Selection.
Situación
selección
LíquidosSección
Definidas 25
Validar selección
Num Artículo Selección para oferta actual
Oferta anterior
Códigoartículo
Código para oferta
Tipo:Gen / Segm.
1 Leche Pascual Calcio 0,75l 100.000 S
2 Leche President
3 Leche Priegola (agrupación) S
7 Leche Lauki G
Crear agrupación
Seleccionadas 20Artículos repetidos 15%
Repetición máxima 25%
LácteosCategoría Leche DesnatadaSegmento
Añadir artículo
Informe de artículos con cambio de código
Segmentada Genérica Total
4 294 24
Providers Proposals
LácteosCategoría
Proveedores Artículos Estatus
Danone Acimtel Cerrado
Yogurt Desnatado Soja Cerrado
Pascual Leche desnatada calcio Abierto
Yosport Abierto
Guardar cambios
Imprimir informe proveedor
Muestra la misma información que el
fomulario para todos los productos de
un proveedor en una categoria
LíquidosSección
TWM elements: Coomunication´s Generation
Information Systems(TRANSACtIONAL)
Transpromo Matrix
Images
1.000.000 differentdocuments !!!
Template
Menber P1 P2 … P65 … P145 … P575
1
2
3
…
650.000
Oferta NegociaciónComunicació
n
Lessons learnt
“Personalization is thekey success factor of a
Transpromo project and it depends on yourmarketing databse
capabilities”Food Retail Marketing Director
Sistems Integration (IT)
DatabaseMarketing &
CampaingManagement
Design & ColourManagement
Full-color variable -data high-
performance printing
Envelope & Document
Manipualtion
CONFIDENCIALIDAD
La información contenida en esta presentación es para uso exclusivo del cliente a quien se ha proporcionado esta presentación, considerándose todo ello como información privilegiada y confidencial. (Tendrá la consideración de información confidencial, toda información que tenga su origen en esta presentación y sea susceptible de ser revelada de palabra, por escrito o por cualquier otro medio o a través de cualquier soporte. En todo caso, tendrán consideración de información confidencial, a título meramente enunciativo y no limitativo, los conceptos, ideas, conocimientos, técnicas, diseños, dibujos, borradores, diagramas, modelos, muestras, gráficos, códigos fuente, así como cualquier información de tipo técnico, financiero o comercial incluida en esta presentación.)
Ambas partes se comprometen a: a) no divulgar esta información confidencial a ninguna persona ni entidad exceptuando sus propios empleados, a condición de que mantengan también la confidencialidad y sólo en la medida que sea necesaria para la correcta consideración de esta presentación. b) no reproducir todo o parte de la información proporcionada.
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