The smartFOCUS Academy Program

Agenda
10am Introductions Aims of the Academy Objectives for today smartFOCUS overview 10.20am Bristol Business School Pilot

Coffee
10.50am Product demonstration Customer Applications Lunch Hands-on Product training Coffee 3.30pm Q&A

12 - 1pm 1pm

Introduction

Introduction
Chris Underhill Managing Director cunderhill@smartfocus.co.uk Principal Consultant jasprey@smartfocus.co.uk Academic Sponsor evansm7@cardiff.ac.uk

Jon Asprey Martin Evans

Rebecca Hughes

Academy Sponsor rhughes@smartfocus.co.uk

Aims of the Academy

Aims of the Academy

To encourage educators to use our technology in the pursuit of learning & the development of technology-driven marketing.

Realise the Marketing challenges of tomorrow through an understanding of the benefits of technology-driven marketing. To lower the barriers and encourage feedback from academics, customers to develop our technology.

How ?
By providing leading Academic Institutions with software solutions with market value up to 250k Visualisation Analysis Data Mining Campaign Management

Delivering Industry relevant content to students within the confines of a classroom environment

Enabling members to. . .

Demonstrate technology as an integral elements of course content Deliver hands-on experience of a leadingedge marketing technology Provide real-life marketing applications and case-study scenarios

Support projects - Consultancy, Dissertation

Integral element of Course Content

Demonstrate how technology facilitates many aspects of:
Customer Acquisition Retention Cross, Up, Repeat selling Marketing Accountability and Measurement

Integral element of Course Content

Demonstrate a marketing campaign from planning through to execution;
Segmentation of customer base Identification of Target Audience Campaign planning Campaign deployment Response analysis Marketing ROI

Objectives for today

Objectives for today

To enable you to deliver Industry relevant content to students within the confines of a classroom environment
Bristol Business School Pilot Customer application examples Product Training and Usage

Academy Pack

Academy Membership Pack

To equip you with the building blocks from today:
Software, sample customer data Training notes & User Guides Case studies & Presentations

Academy Membership Pack

To equip you with the building blocks from today:
Implementation notes Support no. Training dates / Fax-back forms

Academy Membership Pack

Our requirement from you to become a member of the academy:
Terms and conditions Confidentiality agreement Case Study completion first term Welcome feedback!

smartFOCUS Solution Overview

smartFOCUS overview
Leading marketing analysis, visualisation, data mining, campaign management, and marketing automation solutions that integrate to deliver Intelligent Marketing CRM
Enabling marketers to maximise customer insight & intelligence to Acquire, Retain and Grow profitable customer relationships.

Some Customers...
Banking & Finance
Bank of Scotland Lloyds TSB Zurich Financial Services Bank of Ireland

Information delivery Telecoms & Utilities

Worldcom Vartec Scottish & Southern Energy BT Cellnet ACNielsen Microsoft Dell Computer Xerox

Media & Publishing

The Economist Group The Guardian EMAP GEE Publishing

Automotive & Transport

Renault Toyota Business Post

Retail & Mail Order

JPBoden Scotts of Stow Boots Opticians Comet Oddbins

FMCG Proctor & Gamble Friskies Petfood Regal Greetings Cards LOreal

Travel & Tourism

Avis Europe Airtours Going Places Corus & Regal Hotels

Non-profit
PDSA DTI Canadian Diabetes Assoc.

Turn Information into Insight

Analyse: Profile: Predict: identify, understand & differentiate customers build a single view of the customer identify the factors that influence customer behaviour Segment: build target groups for marketing activity

Build & maintain your customer insight to drive more

accurate, timely & personalised marketing.

Turn Insight into Action

Campaign: Plan: Execute: Automate: identify, measure and interact with customers on a one-to-one basis plan, manage and measure key performance objectives execute customer-driven, multi-stage, multi-channel campaigns automate marketing interactions across all channels & touch-points

Personalise products, services and interactions based on customers individual and changing needs

Turn Learning into Profit

Track: Refine: track & measure customer and campaign performance over their lifetime continuously test and refine campaigns

Measure: results from campaigns Manage: close the feedback loop by taking results back into the cycle Continuously improve your Return on Marketing Investment and Customer Lifetime Value

Bristol Business School Pilot Program

Bristol Business School Pilot Program

Martin Evans Now at

Background
Strategic Organisation-Customer Interaction
Databases, Technological Targeting, New Models of Organ-Market Interaction- eg CRM

The New Marketing

The Census Catalyst

Census Data Electoral Roll Financial Data Lifestyle Transactional Data

So, New Info for the New Marketing

Biographics

Databases, Technological Targeting

Data Fusion & Data Mining

A Major Issue for Marketing Education Are we developing the right Skills????

How many times have marketers actually got outside their comfort zone and really got their hands dirty with this new technology? .. most marketers just hand over a brief to IT. And then when IT turn round and say no, marketers dont know enough to challenge it.

Marketers should develop IT / new technology skills people who are IT savvy. We cannot influence the development and usage of IT within companies unless we know something about it.

CIM/UWE Research-Effects of Technology on Marketing and Marketers (Tapp, Stone, Nancarrow, Evans)

Strategic Organisation - Customer Interaction

New Models of Organ-Market Interaction eg CRM But is the Relational paradigm Reality or Rhetoric? Customers are Street-wise, Cynical, but DO engage with Interactive Marketing. But there are Privacy Concerns

- More if they REALLY knew whats happening ?

BBS Pilot
Teaching set within this framework:
Data Driven Interactive Marketing is Reality But are Marketing Students Equipped? Easy to show VIPER Screenshots, but the techies are taking over Marketing Jobs VIPER in labs for hands-on data mining & campaign development

BBS Pilot
Some use tools for Dissertations & Staff Research
ISNT (but IS!) PR for smartFOCUS

Evaluation of range of tools

Also evaluation of the New Marketing & Concerns over Data Driven Marketing & Implications for marketing, consumers & society

Same thing started at Cardiff

BBS Pilot
Results so far & feedback: Most see relevance
up-to-dateness
brings Marketing to Life good for Job Hunting Dont understand the stats So far the approach (at U/G) within a DM Option so they have a choice But Core at P/G

But do we really have an option if we are to prepare students for the New Marketing ?

Product Demonstration

Customer Application Examples

Demonstrate how technology facilitates many aspects of: Customer Acquisition Retention Development Marketing Accountability and Measurement

Customer Application Examples

Demonstrate a marketing campaign from planning through to execution; Segmentation of customer base Identification of Target Audience Campaign planning Campaign deployment Response analysis Marketing ROI

Customer Acquisition
A leading telecom provider uses Viper to monitor the performance of its ongoing acquisition campaign. Response rate measured by creative Also profiled against lifestyle data on responder Creatives that appeal to particular lifestyle groups identified Poorly performing creatives discontinued saving print and production costs

Customer Development
A leading electrical retailer, segments based on combinations of purchases Using a Venn diagram it is trivial to identify high value early adopters (high value widescreen TV, video but no DVD) Targeted mailing sent further segmenting by price point and brand (i.e. matching DVD) Similar mini-disc campaign achieved 60% response Minimise wastage, reduce mailing cost

Customer Retention
A leading mobile telecom provider profiles churned customers and takes pre-emptive action Using Viper Data-mining the key characteristics of previous churners are determined These are then matched against higher value customer segments As these customers approach contract renewal pre-emptive mailing sent to encourage contact to be maintained

Viper Analyse & Visualise

Customer segmentation & profiling Cross sell & up sell analysis Customer profitability & lifetime value analysis Customer KPI analysis Acquisition & prospect analysis Brand, category and product analysis and management CRM KPI measurement & analysis

Loyalty programme & customer analysis Campaign performance, response & profitability analysis External enrichment data integration & analysis Channel & touch-point analysis Web site & e-channel analysis Geo-demographic & spatial analysis (integrated Mapinfo)

Viper Data Mining

Engage in statistical data mining, automating the discovery of future trends Identify significant relationships across multimillion row databases Build and refine propensity to buy and churn models Manage your existing customer base through lifetime value models Build cross sell models for new product and prospect targeting

Viper CRM
Automate marketing interactions across all your channels and touch-points Identify, measure and interact with individual customers on a one-to-one basis Continuously refine customer insight and intelligence Interact with customers based on individual customer performance Track and measure customer and campaign performance over their lifetime

Viper Campaign Planner

Create and test campaigns
Build hierarchical selections De-dupe and suppress selections based on previous campaign history and customer behaviour Test and define segments, costs and expected responses Forecast & test ROI for each selection and campaign.

smartCAMPAIGNER
Empower Marketers Plan, build and execute complex, multi phase, multi channel campaigns on the marketers desktop. Manage,Track and Measure Every stage and wave of the campaign, by channel, product, creative, customer segment Knowledge Management Continually track & refine campaigns, automate reporting & deploy this insight across the enterprise. Strategy Management Manage multiple campaigns, optimise campaign and customer performance to maximise customer lifetime value and marketing ROI.

Seamless Integration Export segments directly from Viper. Respond rapidly to changes in customer behaviour or competitor innovation. Automated, continuous dialogue Assign pre-planned response steps and detailed costs, defining the expected response and automating subsequent treatment

Viper Viewer
Capture, refine and clearly present results

Build & annotate pictures, graphs and reports

Storyboard and email presentations Print or publish to website or intranet

Integrate with MS Powerpoint

Deploy customer insight and intelligence across the enterprise

Lunch

Product Training
Robin Prouse Training Manager

Academy Membership Pack

Academy Membership Pack

CD 1 Viper Viper Data Mining Viper CRM Viper Campaign Planner Viper Viewer Standard dataset Implementation notes

CD 2 Wine dataset

Academy Membership Pack

CD 3 Viper user guides Training manuals Training from today Training credentials booklet Case studies Case study template Viper brochure Direct Marketing Campaign

Terms & Conditions

Terms & Conditions

Software Provision

Conditions of use
Support and Maintenance
0117 927 6662 academy@smartFOCUS.co.uk

Training
Sally Andrews 0117 943 5822 sandrews@smartFOCUS.co.uk

Confidentiality Agreement

Q&A