世界最大广告公司奥美品牌思想

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世界最大广告公司奥美品牌思想
The Technology road ahead 2001
Technology strategy objectives Technology – Strategic key focus Key technologies and skills Training Plan Technology Laboratory Work with other companies and organizations Services provided by the Technology group
CRM Environment
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Applications, Platforms
Vignette, Websphere, Broadvision etc…
Communication channels
Traditional direct marketing, Electronic direct marketing, call center
They grow twice as fast. They experience a 6% annual growth vs. a 1% share loss (they take
customers away from their competitors). They can charge 10% more from their products and still take
Contact information Household information Group information Customer history Promotion history Product purchase/usage history Transaction rollup Customer service history Survey and customer response data Demographic, psychographics, firmographic and/or credit data Customer interaction information
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世界最大广告公司奥美品牌思想
Evolution of CRM
Mass Marketing Target Marketing CRM
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世界最大广告公司奥美品牌思想
Mass Marketing
Replaced the intimacy of direct sales One way communication Wide geographic distribution Lost is the personal touch with the customer Mass marketing was enabled trough the technological
potential? • What and how do they buy? • How can they be reached? How have they responded to
promotions in the past and trough which channels they prefer to be reached?
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世界最大广告公司奥美品牌思想
CRM
Next evolutionary step, back to intimacy Customer loyalty build on:
Understanding of customers wants, needs and values Interactivity with the customer in the way customer prefer
20/80 rule – 20% of the customers generate 80% of the revenue
世界最大广告公司奥美品牌思想
Why CRM? (continued)
Service leaders enjoy the following advantage over their lowservice competitors:
To be on the leading edge of the new technologies. To be innovative. Improve, improve, improve
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世界最大广告公司奥美品牌思想
Technology – Strategic key focus
Does Ogilvy Interactive manage the relations with its clients?
How? How can we improve? How our competition manage the relationship
with its customers?
customers away. They enjoy 12% vs. 1% average return on sales. Industry statistics show that 68% of customers walk away because
of poor customer service.
Architecture
Data warehouse Data structure and architecture – 80% of
the service cost
Analysis, Profiling
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Customer Interaction
Sales force automation system. Call center The Internet
世界最大广告公司奥美品牌思想
Why CRM?
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Company existence – quest for profit.
Three ways to increase the profitability of the customer base
Acquire more customers Optimize the value of the existing
世界最大广告公司奥美 品牌思想
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2021年3月2日星期二
Customers?
Who are these guys?
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世界最大广告公司奥美品牌思想
What is CRM?
In-depth analysis of customer behavior and attributes.
CRM Building Blocks
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世界最大广告公司奥美品牌思想
Ogilvy and CRM
Focused on CRM Electronic Data Marketing (EDM) M Oglivy
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世界最大广告公司奥美品牌思想
Ogilvy Interactive China and CRM
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世界最大广告公司奥美品牌思想
Objectives
To be a technology center of excellence among the Interactive groups in the region and worldwide.
To excel best practices and technologies in the region and worldwide.
世界最大广告公司奥美品牌思想
CRM Components
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Two basic set of tools
Data collection tools Analytical and data delivery tools
Data warehouse Data archeology Depth and breadth of data
Future technologies
Mobile CRM ASP Model
Consulting technologies
Heavy backend database development. Full scale transaction based e-commerce solutions.
世界最大广告公司奥美品牌思想
CRM Components (continued)
Data extraction and cleansing Data management and storage Scalability and open technologies
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世界最大广告公司奥美品牌思想
Applying of the achieved knowledge in the formulation of marketing campaigns, strategies and treatment plans.
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More than just a set of technologies – it is a process.
improvements in TV, radio, printed press
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世界最大广告公司奥美品牌思想
Target Marketing
Direct mail, telemarketing Receiving customer response Lack of specific data, average response rate Islands of information
Data mining, customer profile building
Data warehousing
Oracle, SQL, DB2, Sybase etc…
Data analysis and profiling
eSpective, Webtrends etc…
世界最大广告公司奥美品牌思想
customers Retain the right customers longer
Acquiring new customer cost 5-10 times more that retaining the existing one
Loyal customers will will buy more and are willing to pay premium prices
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Currently used technologies
Content Management System Active Server Pages and Web Applications Development Light and Medium Backend Database Development
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世界最大广告公司奥美品牌思想
CRM Cycle
Assess
• Who are the customers – demographics and lifestyle? • Where do they live? • What are they worth? What is their lifetime value
Plan Execute
l Execution and management of the marketing campaigns and customer treatment plans.
l Data gathering.
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世界最大广告公司奥美品牌思想
CRM Critical Success Factors