Using Contact History to Create a Competitive Advantage

Transcription

1 Using Contact History to Create a Competitive Advantage Fostering innovation and strategic advantages to improve campaign effectiveness

2 @covalent_mrktg Kyla Moran Senior Strategy Consultant Covalent Marketing Liz Kaufman Director of Strategy Covalent Marketing Experienced in marketing processes and rebranding Expert in user training and documentation Implemented and updated MRM and Workflow for multiple clients Mega-nerd Strategy Leader Aprimo MRM, MCM, DAM Expert Process Analyst Equine Enthusiast

3 Getting Real Value out of Contact History Today s Agenda Contact History Building It Using It Optimizing It The lay of the land, what you need and how data integrates with your marketing evolution. How to architect the best hand of data, using contact history in conjunction with reporting. There is science in Marketing, and data is your strongest asset. Put an end to perpetual guess & check. Guidance from contact history gives directions to profitable action. Better decisions, and progress through trying new things. 3 6/4/2014

4 Getting Real Value out of Contact History The lay of the land, what you need and how data integrates with your marketing evolution. Contact History History What is it? Marketing data storage and analysis tool, designed to work hand-in-hand with automated campaign processes. As campaigns are run, all types of marketing communication can be recorded in your Contact History. Do I have it? Contact History is available inside your instance of Marketing Studio with the license of Dialogue Manager. You can also use Contact History data in Campaign Manager. 4 6/4/2014

5 Getting Real Value out of Contact History The lay of the land, what you need and how data integrates with your marketing evolution. Building It Contact History is a data repository that increases as you run campaigns and provides a custom data environment, ready for analysis and experiments. It takes into account not just marketing data, but customer reactions and preferences regarding your communications. Teradata provides: Contact History types out of the box Automatic exports of data 5 6/4/2014

6 Getting Real Value out of Contact History The lay of the land, what you need and how data integrates with your marketing Building It To capture customized or prioritized interactions with your customers and prospects, you can create: Custom table types The information you find most useful is within reach, custom tables can be built to suit your needs using Teradata s GUI Additional fields in the existing Contact History tables Add your own fields using the Marketing Studio interface to capture customized or prioritized interactions with your Customers and Prospects Title Alias Value Type 6 6/4/2014

7 Getting Real Value out of Contact History The lay of the land, what you need and how data integrates with your marketing Building It Example Custom Contact History Type: Support Chat Participation Built to track support chats between customers and agents. Custom Fields for this can include: Support Chat representative involved Topic of Support Chat Time of Support Chat Support Chat Resolution 7 6/4/2014

8 Getting Real Value out of Contact History The lay of the land, what you need and how data integrates with your marketing Building It Tables are built, fields are set, now we need the data. The more data inputs that feed Contact History, the more robust the data will be. Teradata functionality creates a wide array of opportunities for valuable inputs. External data sources that match on an identifying Audience Member attribute can also be imported into Contact History. How your Audience Members interact with your marketing efforts can be well shown in utilization of forms, trigger dialogues, and microsites. These can also be combined to show how contacts affect each other. 8 6/4/2014

9 Getting Real Value out of Contact History Marketing is a science, and data is your strongest tool. Put an end to perpetual guess & Using It The most value comes from the insights gained through data, and actionable ideas. As ideas are drawn out of data and fed back into marketing efforts, it creates a cycle of dynamic feedback. Think of data utilization in terms of the scientific method 9 6/4/2014

10 Getting Real Value out of Contact History Marketing is a science, and data is your strongest tool. Put an end to perpetual guess & Using It Re-Animate Your Data Most common use of Contact History is the role of Contact Management, tracking messages sent and general responses to avoid over-saturating the market Building It Contact Management leaves data in a passive state Contact History does not record in a vacuum The most value comes from the insights gained through data and actionable ideas 10 6/4/2014

11 Getting Real Value out of Contact History Guidance from contact history gives directions to profitable action. Better decisions, and progress through trying new things. Optimizing It With Contact History in place, actionable data points become available to the company. As you analyze this data, how will you take your passive data and activate it? How do you tie this data to the other pieces of your Marketing lifecycle? There are two major channels of optimization where Contact History can be used: Marketing Optimization Operational Optimization 11 6/4/2014

12 Getting Real Value out of Contact History Guidance from contact history gives directions to profitable action. Better decisions, and progress through trying new things. Marketing Optimization Utilizing customer insights and specialized software to optimize customer communications and offers. Business Intelligence Software BI software analyzes your information, looking for trends, insights, and status markers Optimizing It Data Visualization Software Closely linked to BI, DV software presents the data as it is in graphical form. Trends can be better illustrated, and variables are easily manipulated Statistical Marketing Analyses The policy of utilizing data for market communication decisions can extend to analysis of what customers actually want, prior to contact Agility Through Reporting Knowledge of what works, when, and why allows for quick changes in tactics 12 6/4/2014

13 Getting Real Value out of Contact History Guidance from contact history gives directions to profitable action. Better decisions, and progress through trying new things. Operational Optimization Making business and team decisions and building strategy according to insights gleaned from Contact History. Optimizing It Campaign Planning - Use Contact History to identify periodic trends, and lay the groundwork for them at the beginning of the year Best Practice Analysis - Compare specific campaign actions to real response rates to determine the ideal contact combination Cost/Benefit Considerations in Terms of Customers - Utilize multiple Contact History types to select the most accurate control groups, as well as reduce budget spent on non-responsive market segments. Calculate ROI based on actions taken/responses made by Audience Members against cost of Campaign. 13 6/4/2014

14 Getting Real Value out of Contact History Guidance from contact history gives directions to profitable action. Better decisions, and progress through trying new things. Benefits Optimizing It Higher ROI on Teradata Application Utilizing Teradata functions to their fullest improves the full marketing interaction, and gets more for the initial investment More Customized Customer Interactions Consumers are becoming more and more savvy, creating a need for marketing that is tailored to their schedules, preferences, and desired interaction. Contact History opens the door to enabling this Marketing-Weighted Reporting Marketers are smart and savvy, with an ear to the ground for what the customers need. Putting reporting functionality into their hands gives immediate insights, without playing telephone 14 6/4/2014

15 Questions? Kyla Moran (313) Liz Kaufman (303)