Communications Convergence: Break through the Clutter and Increase Lifetime Value
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Communications Convergence: Break through the clutter and increase lifetime value @pitneybowes
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Customers are continually being blasted by too much information and have become immune to marketing appeals that are not personally relevant. In this presentation you will learn how savvy marketers utilize consumer data to tailor personalized and highly targeted communications to drive revenue results. Also learn how Fenske Media Corporation-one of the leaders in 1 to 1 consumer communications-uses advanced techniques that break through the noise and sell more.
Transcript of Communications Convergence: Break through the Clutter and Increase Lifetime Value
Communications Convergence:
Break through the clutter and
increase lifetime value
@pitneybowes
AGENDA
Movements in marketing
• Ramesh Ratan, Vice President Pitney Bowes Marketing Services Providers
Advances in analytics and technology
• Mark Smith, Senior Vice President & General Manager Pitney Bowes Software
Making it happen
• Dave Fenske, Vice President Fenske Media
NOISE
YOUR
DATA
Female Age 22 Buenos Aires, Argentina Married with 3 children Online consumer Rents appartment Owns 5 year old Toyata Existing customer of one product No life insurance Part time job Lives 5 minute drive time from my branch/store Match profile of my best customer Prefers email correspondance
Purchases
Sociographic Data
Psychographic Data
Location Time context
Personal identity
Demographic Data
Behavior
Transactions
BIG
DATA
| every social network message | going beyond just people | | from millions to billions to trillions to … decillions pieces of data | | nowcasting (real time forecasting) | | 5 billion mobile phones | every phone call | every text message | | from millions to billions to trillions to … decillions pieces of data |
RELEVANCE
CLARITY
PREFERENCE
AGENDA
Movements in marketing
• Ramesh Ratan, Vice President, Pitney Bowes Marketing Services Providers
Advances in analytics and technology
• Mark Smith, Senior Vice President & General Manager Pitney Bowes Software
Making it happen
• Dave Fenske, Vice President, Fenske Media
EVERY
CUSTOMER
IS
UNIQUE
TRENDS IN CUSTOMER
ANALYTICS
Dark data
New data
Analytics Everywhere
OLD WAYS OF WORKING DON’T SCALE…
OLD WAYS OF WORKING DON’T SCALE…
NEW
REALITY
24 hours of Flickr: one
million prints!
“Photography in abundance” -- Erik Kessels
NEW
REALITY
NEW
TOOLS ARE
NEEDED…
Profile key customer attributes on the fly and compare to overall base
NEW
TOOLS ARE
NEEDED…
AGENDA
Movements in marketing
• Ramesh Ratan, Vice President, Pitney Bowes Marketing Services Providers
Advances in analytics and technology
• Mark Smith, Senior Vice President & General Manager Pitney Bowes Software
Making it happen
• Dave Fenske, Vice President, Fenske Media
MAKING IT HAPPEN…
EVOLUTION
OF SKILL SETS
• Traditional Print
• Digital Print
• Variable Data
processing and
production
• ”i-tools” (integrated
communications)
MAKING IT HAPPEN…
QUALITY
AND SPEED
MAKING IT HAPPEN...
PUSHING THE ENVELOPE
MAKING IT HAPPEN…
SCORE KEY VARIABLES
* Match Targeted to Sale
FIND GROUPS OF MOSAIC,
DWELLING & CREATIVE
Size = Prospect numbers Color = Response rate
High response rate and good numbers in Suburban Style
…and Middle Class Melting Pot
Suburban Style hot spot in Single Family
Homes
But Middle-class Melting Pot best in
Multi-Family
Veteran DM Creative is always strong
Explorer Views
TIMING AND SPACING Number of Times Contacted Spacing between contacts
MAKING IT HAPPEN…
MAKING IT HAPPEN…
PERSONAL CONNECTIONS AWARD
MAKE IT HAPPEN
CONTACT US
Ramesh Ratan - [email protected]
Mark Smith - [email protected]
Dave Fenske - [email protected]
