interactive marketing · interactive marketing 2 interactive marketing refers to the evolving trend...
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Interactive marketing
2
Interactive Marketing refers to the evolving trend in marketing
hereby marketing has moved from a transaction-based effort to a
conversation.
The definition of interactive marketing comes form John Deighton at
Harvard, who says interactive marketing is the ability
to address the customer,
remember what the customer says
and address the customer again in a way that illustrates
that we remember what the customer has told us (Deighton 1996).
Interactive marketing is not synonymous with online marketing.
About ING Bank Netherlands
Client base
8.2 million private customers
600,000 SME/business customers
Customer contacts (weekly)
Internet
Call
Branches
ATM
Mobile
10,000,000 visits
200,000 inbound calls
200.000 visits
2,000,000 transactions
10,000,000 visits
Marketing campaigns
70 ad hoc campaigns per year
100 daily running event campaigns
1000 inbound NBA offers
Data warehouse
8.8 million customers
84 months data history
5,000 data attributes
2.5 billion transactions
8 billion pageviews
250 interfaces
Oracle, Netezza, Hadoop
Physical presence
260 local branches
2,600 ATM’s
Service Model: Back to
Basics A ‘full service’ bank
Customer Centric: services in a smart, simple & professional way
Multi-channel model: „self service‟, advise when needed • 90% customer contacts through direct channels (service, sales and
leads)
• Modern branche-shops with extended opening hours
• Sales force concentrated in specialised sales forces
• Relationship banking for Private Banking and (Mid-) Corporates
Managed complexity: business model with centralised governance
& superior processes
Do it yourself, advise when needed
Power to the customer
“I have an offer …”
offer
Outbound
“Let me find the best group of
people to tell about it.”
“Let me find the best offer for
this person.”
offer
offer
offer
offer
“I have a person …”
Inbound
Shift
from
Out- to Inbound applicable to
larger group of
customers
Market pressure for change
Customer getting in control
Steep decline of NPV
traditional campaigns
Stop Information overload customers
Need to exploit sales chances in all channels
Centralisation of marketing
Strengthen marketing accountability
Marketing needs to focus on ‘the what’,,
Customer Intelligen on ‘the who’
Channels on ‘the how’
Cutting costs
Action needed
Branches I nterior: relaxed & modern
Introduction | The World is changing| The new way of banking | The new Bank branch | Conclusions
Assisted Banking: sales counter
Introduction | The World is changing| The new way of banking | The new Bank branch | Conclusions
Number of branchvisits YEARLY= Number of visits in 3 DAYS in digital channels
Within 2 years 95% of customer visits will take place in digital channels, and 71% will be mobile.
In September 2013 number of payment transactions mobile= number of payment transactions web
Customer interaction Before
No differentiation in channel, propositions and timing.
Marketeer uses his ‘guts feeling’ for defining the best suitable proposition
Now and growing
Differentiated, personalized offer in the most preferred channel(s)
Proposition based on customer insights
Best offer is based on business rules & customer insight
Not tailormade Tailormade
Inbound offer optimisation Payments
P1 P2 P3 …
Savings
S1 S2 S3 …
Mortgages
M1 M2 M3 …
For every product segment several
offers are developed. Every
customer is selected for at least one
offer in every product segment
Payments
P3
Savings
S2
Mortgages
M1
P3 S2 M1
For every offer the expected value will be
calculated. The offerlist will be sorted based on
the marketing score
select
prioritise
2 3 1
P2
4
P2
A customer will only be
selected for the offers
suitable for him / her.
P3 S2
For every channel only the suitable offers will be
selected.
filter
1 2 3
P2
10
Marketing Score
of the NBA = Weight x + Minimal value Prop. to
respond
NBA formula
Based on
models Used to
‘push’
Tool for
marketing
Result •1 database with 70 million offers, each with a marketing score
•Marketing score is used for ranking the offers for each customer
•For every single list of NBA’s is created (5 for Call, 3 for Internet)
•Proces is repeated daily, models are rebuild every month
Marketing at ING NL past, present & future
Phase 1
Basic implementation
• Migration to IBM/UNICA,
decommisioning „old‟
systems
• “Old school” one off
outbound with the use of
IBM/UNICA Campaign
• Inbound campaigns for
the branches with
IBM/UNICA Interact
Phase 2
Implementation of the
Outbound Event Machine:
• Daily events for mail & e-
• Migration of „old school‟
campaigns to NBA driven
campaigns
•Implementation of
modelfactory with
IBM/UNICA Predictive
Insight („lights out
modelling‟)
• Make use of IBM/UNICA
Optimise for optimising
campaigns
Phase 4
Upgrading to a high
performance platform:
•NBA‟s on Mobile platform
•Upgrade of hardware
platform (Pure, Netezza)
•Implementation of
streaming marketing
•Usage of Hadoop for Big
Data cases
• Retargetting ING
campaigns outside the ING
domain
Jan. 2008
Phase 1 live
Aug. 2010
Phase 2b live
Next steps Milestones 2008-2010
Feb. 2008
Phase 2a live
Phase 3
Connecting inbound
channels (Call & Click):
• Call-center agents use
NBA‟s for Sales & Service
•Banners, graphic, textlinks
on the website driven by
NBA‟s
•Implemetation of
IBM/UNICA NetInsight
(open & closed)
•Implementation of
Marketing Operations
May.. 2012
Fase 3 live
2011/2012
End state One “marketing”-engine for all (relevant) channels
Internet
Open
homepage
Open
productpages
Secure
homepage
Open
Logoff page
Secure
landingpages Call outbound
Branches
Call inbound
Mail ATM
Inb
ou
nd
Ou
tbo
un
d
Banners at
non-ING domains
Fase 4 ?
Nieuw
in fase 4
Sales Force
Homepage & workbench
Explanation • Tailor made
offers are placed on the workbench that’s visible everywhere
• The three best
NBA’s are shown, the first supported by graphics
3 NBA’s
Customized
Marketing
Customized Marketing Web
1
7
Website •60 mln. bannerviews weekly
•250 NBA’s developed/changed in 2013
•CTR NBA’s 3 x higher than default offers
•20% of NBA’s meant for service
Proces Click-Through-Ratio
% of total internet sales
Call •700 different NBA’s
•30% of Calls NBA is used
•Response rate: 23%
IT infrastructure (end-state) („Big Data‟)
18
Marketing DWH Marketing apps Real-time service
Exploration
environment
‘Real-time bus’
19
open closed
OMNITURE MONIFORCE
clicks
Former days
As of 2012 Unica NetInsight
clicks
clicks
By the use of cookies ING is capable of
personalising 50-90% of the clicks !
New Challenge
21
The ING NL Mobile app:
•2,0 mln downloads
•4,5 star in iTunes store
•Focus on tablet
•In sept. 2013 serviced more payment transactions than ING.NL
•App user logs in 6 times more than on the website
•App will be connected to NBA engine in Q1 2014
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