This slideshow outlines LSC Digital's process of building, maintaining, and executing a customer database across multiple channels, including e-mail, PPC and Internet display ads, and traditional direct mail.
26. Acquire, Upsell, Retain “Filling the Funnel” Marketing -Targeting - Offers Segmentation - Execution - Driving Sales - Building eLists Marketing “3rd Party Happiness” Through the Door Traffic (retail) Reservations (restaurants) Appointments (medical) Advertising “More Happy Customers” Higher Conversions Higher Renewals Referrals / Tell a Friend Loyalty Optimize acquisition of customers, serve them offers, renew them 4 www.lscdigital.com 25 March 2010
27. Direct Revenue Tracking Marketing Offer Received Subscribes To Magazine And or eNewsletter(s) Shops Attends Seminars and Screenings Direct revenue is tracked from the person who received the communication with the offer to subscribe. Dines Subscriptions, eNewsletter Signups, Clicks on Advertiser Websites are all Tracked within the Marketing Database from your desktop 5 www.lscdigital.com 25 March 2010
28. Models for Best Results Every campaign is tracked and optimized for profitability – from expire mailings to PPC Ad Banners Expired Subscribers Modeled Samples (n =30,000) Expired Subscribers Random Sample (n = 50,000) 10%/90% Ratio Model Development (Test) 16,900 Model Validation 16,900 Model Development (Test) 700 Model Validation 700 Both Analysis and Validation Samples would be composed of a Target and Comparative Universe. 6 www.lscdigital.com 25 March 2010
29. Customer Preference Rules Set campaign metrics that select customers based on their profitability channel preference Mail & Email Email Only Test Only 7 www.lscdigital.com 25 March 2010
30. Next Steps LSC will provide a technology presentation detailing the following benefits: How desktop access to all customers attributes and campaign history will increase their lifetime value (LTV) How better customer retention marketing will lead to better acquisition results by a) lowering the cost per order, b) by increasing volume and c) increasing conversions LSC will conduct a brief pre-sales business requirements gathering session and then present a proposal and a proposed project plan with milestones 8 www.lscdigital.com 25 March 2010