Product Campaign Manager

Transcription

1 Product Campaign Manager Delivering Enterprise-Class Financial Services Solutions that Enable You to Deliver Realtime Online Targeted Marketing Campaigns

2 Product One of the biggest challenges you face today is how to fully leverage collected consumer data to increase banking activity and generate revenue. A Targeted Marketing Solution Campaign Manager from Fiserv is an enterprise-class solution that enables you to build and execute targeted financial services marketing campaigns to your online customers. It allows for data from various sources to be used in segmenting and targeting customers for online campaigns. This is all done in realtime by displaying messages in predetermined areas of your site. Why is this Important for Your Financial Institution? The first step in ensuring a successful marketing campaign is to make the offer relevant to the customer. Campaign Manager increases your ability to offer value-added services that are specifically tailored to each individual customer s financial needs. Additionally, it increases your capacity to efficiently leverage the limited cross-sell and up-sell opportunities available by matching, in realtime, financial products and services only to qualified customers. This leads to increased customer satisfaction, higher campaign conversion rates, and increased revenue generation. Manage Campaigns through Customer Data Points and Rules Campaign Manager offers extremely flexible and robust methods for setting up campaigns. The first step is to determine which indicators to set up. Indicators are customer data points or metadata (for example, checking account balance, opt-out code) that come from various sources, such as your host system, like Corillian from Fiserv, or another customer data store. Campaign Manager delivers the greatest benefits from its ability to use any data point to target specific customers. Campaigns are set up to use rules based on customer data points to determine who qualifies to receive the targeted message during the configured dates that the campaign is live. Rules can either be stand-alone or one of many pre-determined and catalogued rules. Campaign Manager employs the use of a powerful rules engine to build complex rules that analyze in real time which campaigns to show a customer the moment that customer logs on to online banking. Once a rule is created and assigned, you will then set up the specific messages of the campaign. In the event that a customer fits multiple assigned segments of a campaign, a configurable weighting system ensures the most profitable applicable offers are shown to the customer. Campaign Manager also allows the use of up to eight test cells within each campaign, enabling sophisticated A/B testing of marketing collateral and variations of product offers. With this qualifying capability, you can build targeted campaigns to increase conversion rate and, ultimately, derive revenue from the online channel. Campaign Manager allows you to set up and deliver several different types of campaigns that can be used for a myriad of different objectives. Below are some of the campaigns that can be run using Campaign Manager.

3 Types of Campaigns Product and Service Promotions: Campaigns that highlight products or services, such as home equity loans, car loans, and overdraft protection. Customer Service Initiatives: Customer service goals can be augmented with the ability to import profitability codes to provide highly profitable customers the services that will keep them engaged and satisfied. These can include giveaways of products or services, or banners that link to important and valuable information. Announcements: Campaigns that announce important information, such as a new branch opening, the purchase of another financial institution, or new hours of operation in a call center. These campaigns help keep your customers informed at a fraction of the cost of traditional notification methods. Partner Company Promotions: Product and service offerings from other companies, such as loyalty programs for spending on a credit card. Credit unions and smaller financial institutions can also utilize their network of companies to show loyalty and support for other local businesses. Goodwill Initiatives: Campaigns to increase the goodwill toward the corporate brand, including notices that highlight philanthropic efforts undertaken or sponsored by your institution. Informational/Educational Promotions: Inform customers about how to utilize services for their benefit, such as targeting first-time home buyers or mortgage insurance shoppers. Demonstrating how to take advantage of services shows customers that you, as their financial institution, understand the individual customer, and can help the customer achieve their goals. Enhancing Campaign Control Campaign Manager offers you the ability to deploy ads in two ways within the online channel: Standard Ad Spaces Standard ad spaces are embedded within the standard online channel interface users use every day. They may be located at the top of the page in a banner form or embedded within the content itself. This allows you to set up and guide customers to take the action desired. For example, a home equity line of credit banner could click through to a loan application form that is pre-populated with the customer s primary information. This leads the customer to the desired action, while making the act of filling out a loan application quick and easy. The three common standard ad types include: Graphic Ads A graphic ad is one that contains only an image or both image and text, loaded as a graphic file type. Text Ads A text ad contains only text, and is loaded to Campaign Manager using the built-in text editor. Dynamic Ads Campaign Manager supports the use of Flash Media, to present ads that dynamically interact with the user.

4 One Source for Your Technology needs Login/Logout Intercept Ads Also called interstitial ads, login/logout intercept ads interrupt the standard page-to-page application flow users experience to interject advertising or messages that the user cannot ignore. For example, it provides you the capability to display a full-page ad to the user upon submission of valid login credentials, and before the user s landing page is displayed. Enhanced Segmentation Ability Segmentation is developed using rules that utilize customer criteria to further define customer segments. Depending on the segmentation a user falls into, separate campaigns can be designed to provide advertisements that would more likely appeal to that target group. To determine which advertisements are the most effective with each segment, Campaign Manager deploys Test Cell Mapping. Test Cell Mapping allows you to perform A/B testing of offers and collateral. All users who reach the end of a set of predetermined chain of rules will receive different messages for the same campaign. For example, a marketing agency might create three visual ads: one with a man, one with a woman, and one with a couple. Test Cell Mapping easily facilitates the loading of each of the three visual treatments, mapping each to a specific test cell within the group of customers targeted by this campaign for comparative evaluation to determine which of the three visual treatments was most successful in the market. After running this live test for a predetermined period of time, you will know which advertisements were the most effective with each segment tested, and can deploy only the most impactful collateral to your full customer audience. This dramatically enhances your ability to segment and target your customers based on their online behavior. Data Warehouse Mining and Data Imports When combined with a payments warehouse application, data mining provides access to valuable information and enables you to leverage a customer s wallet share in campaigns. It allows campaigns to be set up using the vast amount of collected information that is being stored both by your payments warehouse as well as your core data warehouse. This enables you to target customers based on a variety of stored data points, like who have external mortgages or make payments to other financial institutions. Importing data into Campaign Manager allows you to use the vast amount of customer information collected outside your connected warehouses for the purposes of targeted marketing. Data can be imported from various databases such as a Master Customer Information File (MCIF), or other customer files. Multi-Environment Support Campaign Manager supports the use of multiple online banking environments by allowing users to move campaign data easily from one environment (e.g., Staging)

5 to another (e.g., Production) as separate import and export functions. During either process, all information associated with the campaign is moved and leverages the campaign information (such as a particular rule or ad space) that already exists in the destination environment. This enables the development of campaigns within a secure and controlled development environment before being rolled out live. It also allows the easy archival of often-repeated campaigns, such as goodwill messaging associated with a particular annual event. Efficiency & Cost Savings Benefits Quicker set-up and delivery of campaigns based on realtime customer information. Campaigns can be set up and delivered to customers in less than 30 minutes over the online banking channel, as opposed to direct mail that can take days or weeks. Once the initial investment is made, the online channel is open to as many campaigns as the marketing department can dream up, without having to incur the cost of delivering the message. Reporting Campaign Manager includes a full suite of operational- and performance-related reports. These reports provide details of campaigns that are running live, campaigns that have recently expired or are set to launch soon. Additionally, the reports include information on the performance of campaigns to evaluate how often the campaign has been presented and metrics detailing the number of customers reacting to the campaign. Authority Level Management Campaign Manager establishes granular authority for each of its primary functions at the individual user level. A user: Effectiveness Benefits Highly targeted campaigns delivered using realtime indicators increase conversion rates for up-selling and crossselling efforts. Targeted service campaigns increase retention rates. Soft Benefits Improved customer satisfaction through delivery of service-oriented campaigns. Improved retention rates of profitable customers by targeting them for special promotions or other value-added services. Can only view campaigns, rules, and customer criteria, or Can fully create, modify, import and export campaigns, create and modify rules, and upload customer criteria. Connect With Us For more information on Campaign Manager, please contact us at or visit

6 Fiserv, Inc. 255 Fiserv Drive Brookfield, WI Fiserv, Inc. or its affiliates. All rights reserved. Fiserv is a registered trademark of Fiserv, Inc. Other products referenced in this material may be trademarks or registered trademarks of their respective companies COL 01/12