Marketing: Getting the most from IT

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Marketing Getting the most from IT Rob
Hall Saturday, 07 November 2009
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Agenda

• Multinationals
• Database Marketing
• Analysis Modelling
• Website Optimisation
• Email Marketing
• Affiliate Programmes
• In-House
• Key Points to remember

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IT Marketing in Multinationals

• Why do they invest in IT?
• Lower cost per touch
• More personalised messaging possible
• Scales marketing budget effectively
• Fax attacks to Direct Mail to Online
• How do they use IT to maximise ROI?
• Direct response management and analysis
• Attach a specific destination to each creative
  e.g. a phone number or website address
• Enables direct ROI calculation by title

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Database Marketing

• Core to Business Intelligence
• Customer / Prospect / Target / Universe data
• Integrate Sales data
• Database enables
• Campaign management
• Management of Opt Ins/Outs by vehicle
• Revenue, Units Profitability Analysis
• Identifying cross-sell and upsell opportunities
• Leverage external resources e.g. Lists, external
  profiling data, etc
• Scaling marketing efforts
• Standard management reporting

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Using the Database
Budget
Ideal customer segment
Employee Size
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Analysis and Modelling

• Segmentation and Profiling are key to getting the
  most from your database
• RAD Modelling (Customer segmentation) defines
  strategies
• Accounts to be Retained
• Accounts to be Acquired
• Accounts to be Developed
• Extrapolate Customer behaviour from one Customer
  set to another
• E.g. Amazon Who bought this also liked that
• Extrapolate Customer behaviour to similar
  Prospects and Targets
• E.g. Identify group subsidiaries that are not
  being targeted
• Having the data is the key

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Website Optimisation

• Ensure you
• Know your optimal purchase path
• Track visitor origin
• Email / Search engine / Web link
• Track visitor movement
• e.g. Google Analytics
• Offer personalised experiences for stickiness
• e.g. Robs Store on Amazon
• Combine site behaviour and segment type to refine
  content
• Search Engine Optimisation (your website)
• Search Engine Marketing e.g. Google AdWords

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Email Marketing

• Use high quality service providers who can
  protect you from Blacklisting
• Address capture
• Sales and Service systems contain purchase
  influencers
• Email link tracking
• Bad email marketing can lead to SEO blacklisting
  by Google
• Ask your ISP about Deliverability
• i.e. Quantity of email caught in ISP/Corporate
  junk mail filters
• Ensure you manage your Optin/Outs effectively,
  its a legal requirement

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Affiliate Programmes

• Identify websites that are trusted opinion
  providers for your services or products
• Online services can manage a large network for
  you
• Guard you against spoofed traffic
• You only pay for what gets converted on your
  website
• Validate how reputable the Affiliate is

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In House Processes

• Budget optimisation starts at home
• Marketing is people and communications heavy
• People are expensive so use them to analyse
  rather than gather data
• Use task management workflow systems to
  streamline information flows
• Spreadsheets and email will only go so far!

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Key Points to Remember

• Educate yourself on what IT can do for you
• Find trusted partners than can manage and measure
  the return on your investment
• Take the time to look into the tools/systems
  being used and understand how data is gathered
  and reported on
• Ensure the team has the skills to analyse and
  draw correct conclusions from this data

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Examples Outsourcing Software Tools

• Marketing Information Systems
• Neolane.co.uk Unica.com
• Both offer full marketing department management
  suites
• Branding - Brandmaker.com
• Marketing Campaign Planner (Project Management)
• Creative - Sohnar.com
• Full lifecycle process management for creative
  agencies
• Website YieldSoftware.com
• Landing page personalisation, SEO Bid Mgmt,
  Analytics
• Online Ads - Google.com
• Affiliates - TradeDoubler.com