Customer Value Maximization for one of the largest technology companies in the world
Xerago Case study / Version 1.0 /
Assignment Background
The company operates predominantly in the B2B space, manufacturing semiconductors for PCs, but the key influencers of growth are end users. The brand adapted the ingredient marketing approach – the famous brand’s inside program launched in 1991, which eventually became one of the world's largest co-operative marketing programs, resulting in high brand recall and awareness amongst the end user community thus influencing purchase decisions. Brand recall had to be capitalized into translating into business results through powerful call to action strategies. The companies sponsors of tomorrow campaign was to help achieve this by targeting those potential influencers of the near future by catching them young. This had to be evangelized to suit the identified selected target group – the huge developer community from the Asian region – India and China. The social platforms selected to reach to them meant involvement from a large community not in any connection with regards to the brand and required carefully architected programs by great depth of understanding of customer behavior patterns.
Drive deeper prospective customer engagement and call to action for Global Marketing Program
The Goal
Tactical Operations
The Scenario
Outcomes
• TVC/Print
• Community
• Portal
• Social Media
• eDM
•Lower engagement
•Poor adoption
•Poor insights
RESULTING
IN
Customer Value Maximization Approach
By making interventions on,
Through objective measures, a
snapshot of client’s marketing
effectiveness on many levels and
dimensions was constructed and
this helped us objectively
demonstrate the effectiveness of
the client’s current marketing
programs.
Based on the current state and
desired end state, the road-map
which involved a re-architecture
of strategy and re-alignment of
resources was developed and
interventions were made to
catalyze the marketing growth
engine.
This was the high value growth
phase where all possible marketing
variable combinations are tweaked
on a concurrent basis to produce
the optimal spend to impact
outcomes. Learning was constantly
updated for ongoing maximization.
MEASURE MANAGE MAXIMIZE1 32
In order to achieve client’s goal, Xerago deployed its proprietary Customer Value Maximization framework, which involved the following 3 stages:
Process Media Creative Technology
The Measure phase
Parameters X-rayed
Data Sufficiency
LOC
Media mix
Tech platforms & surround sys
Evaluation Results
Inappropriate marketing insights
Poor resonance / feedback on media vehicles
No communication to redefine not so open source
Friendly perception
Need for data segregation
PROCESS OVERHAULS:-Data generated on Social and other platforms both Digital & Non-Digital as a result of the marketing program was captured with a perspective to build Business / Marketing specific insights
CREATIVE INTERVENTIONS:- This included changes to line of communication in campaigns, call-to-action and marketing programs across the social network. For example, usage of social icons in the appropriate places like dropping of Digg icons etc.
TECH INTERVENTIONS This included complete automation of data querying process, sorting, indexing and roll-ups for
MEDIA:- Variety of platforms like CMS, Ad Servers, Ad words, Click stream data from Omniture, Offline campaign data and multiple media formats like text, static and interactive visuals, streaming content, RIA, and Videos were covered as part of the insight mapping exercise.Xerago created a system that tracked data across multiple sources in multiple formats and converted to a single form that complemented insights deriving process. Xerago also created relevant marketing dashboards using Flex and used Big Data roll up to create One View of customers for Executive Dashboards
The Manage Phase and interventions
The Manage Phase
• Stakeholder specific dashboards
• Buzz creation on relevant media vehicles
• Seed communications on open source properties to build balance
• Platform migration & maintenance support.
• Evangelists acquisition
• Changes to data capture mechanisms
RE-ARCHITECTURE PROGRAMS
Xerago setup a concurrent framework to measure the effectiveness of the interventions made to ensure desired results are delivered. This was achieved by establishing benchmarks for various interventions and real-time optimization of the efforts. Below are the outcomes.
The Maximize phase
30% increase in program adoption
45% increase in participation
Provided real-time recommendations to ride the trend
360° view community-wise dashboards
Thanks
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Xerago is a Customer Value Maximization company headquartered in Chennai, India. Ever since inception, Xerago has evolved marketing solutions for clients, using a
combination of Robust Process, Creative Excellence, Cutting edge Technology and Discrete Measurement. Over time Xerago has created IP both tangible and in-tangible
that enables the entity to retain its unique advantage of being among the few entities globally that has stellar depth of consulting with a combination of large scale
marketing outsourcer.
More About the Client:
In 1968, the company was founded by two scientists, with a vision for
semiconductor memory products. The world's first micro processor was
introduced in 1971.The MNC has its headquarters in Santa Clara,
California and has 82,500 employees worldwide. The brand embarked
on an unprecedented growth as the primary (and most profitable)
hardware supplier to the PC industry in 1980s.As of 2012, the company's
net revenue stands at $53.3 billion and still growing.
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