Progressing up the Marketing Sophistication Curve SM Strategic consulting programs
Customer knowledge Your customers are savvier than ever and expect authentic conversations wherever and whenever they interact with your brand. In order to develop customer-optimized marketing programs that create competitive advantages and increase return on investment, it is essential to adapt your marketing strategies and tactics. Mastery of cross-channel excellence and marketing efficiency are no longer just nice to have they re must-haves. Marketplace understanding With an unprecedented amount of customer information, identifying and capitalizing on potential marketing opportunities can be a daunting proposition. The Experian Marketing Sophistication Curve SM is a framework and tool that makes it easier for your organization to develop customer-optimized programs that deliver results. How do you begin? To assess and understand better where your company falls on the Experian Marketing Sophistication Curve, take the quick online assessment at http://www.experian.com/marketing-services/marketing-sophistication-curve.html. From there, you can use this guide to determine where you want your organization to go and how you are going to get there. Customer-optimized marketing program Progressing up the Marketing Sophistication Curve SM Strategic consulting programs 2
The four phases of Experian s Marketing Sophistication Curve Customer optimization Cross-channel optimization Phase IV: Cross-channel optimization This is the apex of modern marketing, where customer context, location and timing merge with every imaginable Cross-channel marketing form of customer data to create a single, Channel execution Single-channel optimization Phase I: Single-channel optimization Marketing organizations at this stage are the metaphorical equivalent of singlechannel black belts in a multichannel world. These brands are optimizing for specific channel performance rather than for overall customer experience and engagement. They constantly seek more customer and prospect data to squeeze performance out of each of Multichannel marketing Phase II: Multichannel marketing Marketing organizations at this stage recognize the need to engage customers across multiple channels with consistent messaging. However, while these companies have worked hard to venture into new areas such as social or mobile, they struggle to extend their core campaign capabilities and to integrate customer data across those channels. Phase III: Cross-channel marketing Companies at this stage have made a quantum leap forward in their marketing sophistication because the customer now takes center stage. While these organizations get it, they still struggle with organizing data around customers in useful time frames and seek ways to target campaign content easily and consistently at the individual level. shared and immediate view of the customer across all channels. While brands at this stage can initiate or respond with personalized messaging and offers in real time, they still may struggle with adopting an operational approach to message strategies at the customer level instead of the campaign level. those preferred channels individually. Progressing up the Marketing Sophistication Curve SM Strategic consulting programs 3
Moving up the curve We can help Experian Marketing Services strategic consulting programs are designed specifically to help your organization progress up the sophistication curve. Whether you are seeking to optimize your email marketing program, looking to take your multichannel marketing to the next level or aspiring to optimize your cross-channel marketing program fully, our experts can help. For more than 30 years, we ve been working with the world s top brands to improve their marketing effectiveness, engage their best customers, and create competitive advantage. Over this time, we ve accumulated immense insight into the best opportunities and most promising cross-channel marketing trends as well as a deep understanding of the pitfalls and risks brands should avoid. Centered on three core principles within the Marketing Sophistication Curve framework, each of our strategic packages is designed uniquely to address your specific business needs based upon your organization s current state of marketing sophistication, all while matching your brand s goals and aligning with your budget. Examples of our marketing sophistication programs are included on the following pages. Customer insights and targeting Strategy and planning Performance measurement Email Insights Contact strategy and Test strategy and design Acquisition Growth and retention Win back Market profiles Customer profiles Customer segments/ personas Competitive review Acquisition models Customer performance models design Cross-channel readiness Customer life cycle strategy Loyalty program strategy and design Deliverability strategy Creative services Program audits Engagement studies Creative reviews Key performance indicator development Reporting workbench Response attribution Progressing up the Marketing Sophistication Curve SM Strategic consulting programs 4
Single-channel optimization jump start Cross-channel optimization Customer optimization Cross-channel marketing Multichannel marketing Single-channel optimization Goal: Obtain higher performance out of insight-driven campaigns. Channel execution Business challenge Customer optimization program Impact How do I improve engagement and increase customer value? How do I determine the most effective contact cadence for each segment? How can I re-engage my inactive customers? Analyze current segmentation and models to identify areas for improvement Audit current contact design and results, then recommend high-value changes Create a life cycle strategy including re-engagement Smarter targeting through value-based segments Optimized contacts aligned with segment opportunity Leverage cutting-edge strategies for growing channel opportunity Progressing up the Marketing Sophistication Curve SM Strategic consulting programs 5
Multichannel marketing top performance plan Cross-channel optimization Customer optimization Cross-channel marketing Multichannel marketing Single-channel optimization Goal: Incorporate new channels, such as mobile, into messaging strategy. Channel execution Business challenge Customer optimization program Impact How should I align segments across all channels? How do I determine the most effective channel strategy? How can I measure each channel s revenue contribution accurately? Analyze segments and targeting schemas for all channels Audit current preferences and performance to improve channel allocation Assess current measurement strategies compared to best practices Smarter targeting in each channel and across channels Better alignment between channel spend, program goals and customer preference Improved marketing efficiency through a data-driven performance measurement plan Progressing up the Marketing Sophistication Curve SM Strategic consulting programs 6
Cross-channel marketing top performance plan Cross-channel optimization Customer optimization Cross-channel marketing Multichannel marketing Single-channel optimization Goal: Organize data around a customer in useful time frames. Channel execution Business challenge Customer optimization program Impact What is the most effective way to develop cross-channel segments? What is the best way to incorporate channels into my programs? How can I most effectively use real-time data? How can I accurately measure each channel s revenue contribution? Analyze segments and targeting schemas for multiple channels Assess customer journey and data access strategy for additional channels Audit measurement strategies compared to best practices More authentic communication and targeting Additional channel strategies and design through the best practicedriven plan Improved marketing efficiency through data-driven budget allocations across all channels Progressing up the Marketing Sophistication Curve SM Strategic consulting programs 7
Cross-channel optimization top performance plan Cross-channel optimization Customer optimization Cross-channel marketing Multichannel marketing Single-channel optimization Goal: Adopt an operational approach to devising message strategies at the customer level versus the campaign level. Channel execution Business challenge Customer optimization program Impact What is the most effective way to develop cross-channel segments? Are my customer journeys maximizing engagement? How can I accurately measure each channel s revenue contribution? Analyze segments and targeting schemas for near real-time contacts Benchmark customer journey design and business rules to maximize return on investment Assess current measurement and budget allocation strategies compared to best practices More authentic, real-time communication and targeting Highest-value journeys prioritized and potential improvements identified Improved marketing efficiency through algorithmically driven measurement and forecasting across all channels Progressing up the Marketing Sophistication Curve SM Strategic consulting programs 8
Moving up the curve A fully optimized approach STEP ONE Situation assessment We conduct a situation assessment audit, covering your overall situation, and marketing and customer information goals, objectives and strategies. STEP TWO Gap analysis and potential actions We compare your organization s current practices against crosschannel marketing best practices, identify areas for development and develop potential actions to address each gap found during the assessment. STEP THREE Opportunity development We rate and score potential projects, ideas and process improvements across specific criteria, including benefit, cost, feasibility, timing and alignment to marketing objectives. STEP FOUR Opportunity prioritization and timing We select high potential actions and separate these opportunities into discreet time periods for implementation ranging from quick hits to those of one-year or more in duration. STEP FIVE Roadmap We link the highest-priority opportunities with the high-level tasks required to bring opportunities to reality. Progressing up the Marketing Sophistication Curve SM Strategic consulting programs 9
Moving up the curve Why we do it better The cross-channel experts We re big on data Our renowned cross-channel expertise spans across online and offline channels, including email, mobile, display, ecommerce, search, print and social. Most important, we understand how to make these channels work together seamlessly to create exceptional customer experiences that maximize your profits. A + Best practices make perfect Working closely with the world s most progressive brands, we ve built our marketing best practices upon measurable results. We analyze billions of customer interactions each year to gain insights and understanding into which tactics have the most impact upon engagement and drive conversion. Global scale with local expertise We help with entry into new markets and improve current market position. With more than 10,000 clients in 30 countries, our global scale enables us to harness local expertise, insights and trends that align with our clients needs around the world. Our rich history in data is unparalleled. We ve taken more than three decades of experience in analyzing, synthesizing and linking data, and built systems and processes that compile and manage massive amounts of information. This helps our clients by turning big data into small, more actionable, predictable and addressable insights. With more than 40 of the industry s leading analytics professionals and Ph.D.s who are well versed at creating robust customer profiles, developing predictive models and conducting response attribution, we re focused on ensuring you improve your marketing return on investment. An extension of your team When you leverage Experian Marketing Services, you have direct access to the industry s highest-acclaimed professional services team to propel your marketing forward. We re well versed in marketleading consumer insights, targeting, data quality and cross-channel marketing. Our team ensures that our services are aligned with your business goals. We understand how to optimize Experian data and toolsets for best results and provide actionable strategic guidance that your marketing teams can leverage immediately. Based upon real-world experience and extensive best practices, our strategic consulting methodology helps keep your business moving up the curve with speed and efficiency. Our process and methodology is optimized for short timelines and rapidly actionable deliverables. Progressing up the Marketing Sophistication Curve SM Strategic consulting programs 10
American Eagle Outfitters Client success American Eagle Outfitters Inc. leveraged our cross-channel experience and expertise to create a unique and memorable campaign during the 2013 holiday season with the goals of acquiring new SMS and email subscribers, increasing engagement and driving sales. American Eagle Outfitters, like every organization, also wanted to separate itself from the competition. Our team of experts worked diligently with the brand to develop an intelligent strategy and ultimately execute the brand s highly successful 12 Days of Legendary Gifts program (http://bit.ly/aeo12days). By offering daily prizes and consistent messaging across various channels and devices, American Eagle Outfitters was able to connect with more than 8 million subscribers in the United States and Canada during the two-week program! The consumer excitement around this campaign was demonstrated clearly, with nearly 60 percent of the mobile subscribers reached engaging with the prize pages just minutes after receiving their text messages. That excitement didn t seem to fade either. The engagement continued to increase daily from every channel as the prizes increased in value. Experian Marketing Services brought the cross-channel expertise, processes and technology that we needed to achieve our goals. Our account team s knowledge of the retail consumer and best practices makes Experian Marketing Services a trusted American Eagle Outfitters solutions provider. Erica Dudash Director of Marketing American Eagle Outfitters Results that speak for themselves Daily SMS alert engagement 50 percent to 60 percent clickthrough rates Daily email alert engagement 1.7 percent to 7.8 percent clickthrough rates (an average of 4.3 percent throughout the campaign) In-store redemption total conversion rate as high as 1.5 percent of all participants Keys to success Designed the optimal customer journey to engage the target audience throughout the program Created comprehensive cross-channel integration with a consistent customer experience through every touch-point Delivered a surprise and delight experience that drove excitement and sharing Chose the right vendor that has the technology and processes to ensure success Read the full American Eagle Outfitters cross-channel marketing holiday case study online! For more information about marketing sophistication programs by Experian Marketing Services, contact your account team or an Experian Marketing Services representative at 1 866 626 6479. Progressing up the Marketing Sophistication Curve SM Strategic consulting programs 11
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