Capgemini Digital Marketing Solutions

Achieving Value through Digital Marketing
Solutions
Owning content management , social media and analytics operations for cost productivity
linked with better customer experience
May 2012

How can you enhance
Marketing Effectiveness
through Digital Channels ?

Capgemini Overview 2
© Copyright Capgemini 2010 All Rights Reserved

Organizations are realizing the importance of managing, monitoring and
measuring customer content

60% 24% 40%
of the retailers of the customers of the CMOs in
found multi- say they have retail organizations
channel posted comments believe that
customers more or reviews online managing digital
profitable than
single channel
buyers
58% about the
products they buy
through social
86% marketing
operations is not
their core
of the customers Of the CMOs
media competency and
review the believe that they
should be
product online do not have
outsourced
before going to complete visibility
the market on consumer
behavior on their
websites and are
therefore missing
opportunities

Sources : McKinsey, IMRG, IMDB

Revenue Preferred Channel
eBusiness Content Social
Visitors Buyers Digital Channels
Strategic Importance 24/7 Users Languages

Impact Operational cost

Do you feel that your business managers have to deal with too many
parties to get a single online page published ? This makes the process
painfully slow and you are losing out on competitive advantage ? Does
your organization need a global and centralized approach
towards online marketing success ?

Your business managers are not familiar with the complex
expertise required to plan, run and manage the online campaigns ?

performance of your products online
Are you aware of the and
overall response of customer to your marketing content ?
Chief Marketing Officer
Do you feel the need of keeping track on competition in relation
to your online retail strategy ?

Do you feel you are missing on business opportunities by not engaging
with your customer online ?

Is your brand completely protected online in accordance with your
branding guidelines ?


Efficiency and optimization of 3i s is the need to provide a enhanced and
profitable customer experience
Customer Lifecycle
Reach Acquire Develop Retain Listen/Inspire

Providing the right Content Customer Acquisition Customer conversion Increasing the base of loyal Monitoring the feedback on
to gain customer attention through rich content on through multiple customers by running the content/products
product catalogs, mass interactions customer satisfaction through an identified set of
emails, campaigns etc. surveys and identifying their blogs, forums and social
needs media sites

Accurate and up-to-date
iNFORMATION

Timely and meaningful iNTERACTION

iNSIGHTS on customer behavior and trends


Capgemini’s digital marketing offerings are mapped to every business
need within the 3i s
• Digital Content Management : Efficient and centralized content management
processes to assist the business in creation of the right content across various
channels - Web, Mobile and Social Media.
• Localization : Capgemini’s content team has capabilities in 20+ languages to
facilitate accurate translation and publishing of multi-lingual content
Information • Content Audit : Right mix of manual and automated content audits to provide an
error free and consistent information to the end customer
• Campaign Management : Structured approach for small and large campaigns with
E2E management in terms of validation, planning, development, roll-out and follow
up
• Social Media Management : The new formed Social Media team is responsible for
monitoring the brand related interactions across a specified set of blogs, forums
and social media sites and also engage when necessary for Brand Protection
Interaction • Customer Satisfaction Surveys : creation and management of surveys and also
provide dashboards with inferences

• Sales / Marketing Analysis : The analytics team with tools capability analyses the
effectiveness of the marketing campaigns, ROI, and revenue generating engines
• Customer Behavior Analysis : How a customer behaves on the information channel
or while purchasing is close monitored and the feedback is provided to the business
• Executive Dashboards : A structured template is maintained with critical KPIs on a
Insights weekly/monthly/quarterly basis


Our Digital Marketing Solution Framework : Bringing it all together

Positive Business Impacts
5. Drive Business
Outcomes
Increased Loyalty Accelerated Growth Improved Profitability

Insight Center Services
Operating Objectives

4. Generate Insights Reports Models Analyses

Command Center
Customer Interaction Content Lifecycle
3. Make sense of the Data Management Management
Individual Interaction Community
Management Management
Marketing Sales Service Content Translate Quality
2. Manage Customer
Social Creation & Publish Audit
Activity and Experience Social
Phone Web Listening &
Engagement
Monitoring
IVR Chat

1. Provide a foundation Platforms
for success
Rightshore®
Tools Global Process Model Support Services
Methodology


What does it mean for our Customer?

In order to enhance your online customer acquisition we
commit to optimize and manage your processes to
increase customer experience and NPS scores with
upfront 30 – 50% cost reduction and 10% YoY
productivity


Managing content planning, creation, audit and publishing with co-
ordination between the business and third parties
information interaction insights

Business 3rd Parties Business has a single point of contact for
Business requests for content publication through Request management tool
all content requests
Capgemini Service Request Co-ordinator (SRC)
All requests are managed through a
SRC analyses the request and directs it to the right team service request management tool which
Onshore Customer Offshore Operations provides a status view to the requestor
Intimacy team team
All 3rd Parties are managed with strict
Onshore/Offshore team work together with clear roles and responsibilities
SLAs to ensure timely delivery and
quality
Marketing Portals Product Catalogs
Brochures
Intranets
Microsites Multimedia Mailers The entire process is optimized on a
Presentations Newsletters
Splashes
Posters
regular basis to reduce the time to
Widgets market, enhance quality, and help
Rich media Leaflets
Articles
SEO
Banners increase customer satisfaction

Web Services Rich Content Direct Marketing


E2E Campaign management by Marketing experts to help maximize
returns on investment information interaction insights

Right Campaigns to…
5
Campaign
Follow-up
Campaign
Monitoring
4 Reporting
CRM Target Campaign
prep. Group
Roll-Out
3
Execution
Campaign
Campaign Development
Concept
2 Web Email Tele-Pros. Collateral
Campaign
Campaign Planning
Dashboard
1
Campaign
Validation ..the Right Customer


Monitoring Social Channels : The best place to find the truth is to listen
to your customer. And if you keep listening, they’ll give you a strategy
Is the volume of
chatter significant?

Who is saying what
about us? How
How is sentiment should we respond ?
changing over time?

What are the hot
topics of the day? What is being said
about our
competitors?
What are future
issues?

Listen : We identify social media sites, blogs, influencers and forums where your brand needs to
be protected and monitored
Analyze : We provide regular analysis in terms of dashboards of customer feedback on overall
brand or specific products
Engage : We engage with the customer if needed by involving the marketing and product teams


Digital Channel Insights : Analysis of large volumes of customer data
and using that information to optimize strategic business decisions

Customer Insight Services
Online and offline Multi-channel
data sources execution
Gather & Manage Analyze Data
Apply Insight
Data & Draw Insight

Integrated Data
Segmentatio Profiling and Intelligent,
Enrichment Campaign
View of the n and Value Propensity Insight Driven
and Mgmt
Customer Analysis Modeling Interactions
Refinement

Close the loop so customer responses are quickly incorporated to analyze point-of-sale, kiosk and inventory
data, and correlates those with online customer interactions

Ecommerce
Customer Advertising Multichannel SKU Level
Merchandise
Behavior /Promotions Analytics Analytics
Planning


KPI Dashboards : Regular monitoring of multichannel performance KPIs
to provide recommendations

Weekly KPI Reporting

Trend Analysis

Recommendations Ex. 1. Maximize email marketing activity for Easter by offering coupons or discounts through
vs targeted emails for loyal customers
ROI Ex. 2. Increase email marketing efforts by an additional 7,000 weekly visits is predicted to
increase email marketing revenue by as much as $179,000 weekly


Case Study : One of the Largest Electronics Manufacturers
and Retailers

Capgemini helped one of the largest electronics manufacturers and retailers to streamline and
standardize its content management and analytics processes across all locations and 20+
languages. Our team also improved customer experience by following content management
best practices and regular monitoring of online KPIs through web analytics.

• Reduced Redundancy by following standard global processes for content creation, banners
and campaigns
• Reduced Leakage rates with better customer experience
• Reduced costs by 30% by centralizing content management tasks
• Increase in NPS scores by 2 points


Case Study: Services included assistance in platform migration,
content publishing and web analytics with recommendations on how
to continuously improve customer acquisition
Platform Migration

Identify Set KPIs and Success
Objectives Metrics to be regularly
monitored
Content
Content Management Mangt
Team
Content Publishing Post and Pre-live
and Manual Auditing in Reporting of KPIs and
20+ languages Errors Web
Strategy
Analysis and Business Insights

Error Analysis Impact Analysis Web Platform
Online KPIs Customized Dashboards Analysis Migration
Standard Dashboards MROI Analysis

Web Strategy & Decision -making
Business Heads were provided customized KPI dashboards with
Recommendations based on Online KPIs and recommendations on how they can improve online customer
Industry best Practices acquisition and reduce leakage rates. Every recommendation
was associated with a calculated ROI


Case Study Contd..: 20+ languages were supported across 3 different
cost effective locations to provide the client with maximum advantage

Client
HQ

14000 service tickets
averaged in a quarter

177 Countries
in 20+ languages

Quality Assurance
provided
for over 100,000
Marketing pages pq

Supported
17 Millions pages
worldwide


Case Study Contd..: Every business unit experienced benefits in terms
of time to market, performance and cost reduction

Complete Standard
visibility of Processes for
MROI for Content
campaigns Lifecycle

NPS Improvement
Reduced Providing
Leakage Rates Recommendat
during the ions linked YoY Efficiency gain 10%
purchase with ROI
process Cost Reduction

Centralized 24/7
One Team for Operations to
better people high severity
management issues and
and requests
performance


Benefits for Digital Organizations

Cost Reduction between 30 – 50% through a right mix
of onshore/offshore activities

Increase in NPS scores by enhancing customer
experience

Performance optimization to reduce time to market and
also provide up to 10% productivity YoY

Regular protection and enhancement of Brand
Perception

Appendix : Capgemini’s Digital Marketing capabilities
Our 24/7 operations is facilitated by the right resources, technology and
processes at every stage of the lifecycle

Digital Marketing Operations team work together on various projects to
meet the success criteria

Content Campaign
Quality Assurance Digital Analytics
Operations Management

Content Editors with capabilities Marketing experts with agency A team of quality analysts The team is focused on KPI
in 20+ languages and expertise experience and ability to monitoring content across all reporting and recommendations
of managing content through manage E2E campaigns from channel by both manual and around content performance
leading content management planning to launch. automated processes.
systems. Day to Day activities 1. Capabilities in utilizing
include : 1. Align with the CMO agenda 1. Manual quality monitoring various digital analytical
to plan a campaign w.r.t. on digital channels through a tools like Omniture,
1. Receiving and Analyzing products, target, KPIs etc. predefined checklist/ WebTrends
content through our in- 2. Manage creation and guidelines 2. Analyzing customer behavior
house workflow publishing of content 2. Categorize errors based on on the channels to generate
management tool through the content severity and impact purchasing patterns, leakage
2. Creation of appropriate operations team 3. Assigning errors to the right rates, funnel analysis
content for different 3. QA and Analytics team will contacts and follow up on 3. Sentiment analysis on
channels as per the regularly monitor the high severity errors identified forums and blogs
guidelines : text, images, content and prepare 4. Create dashboards on quality
banners etc. campaign dashboards index for regions/products
3. Carry out a pre-quality check 4. The team presents the 5. Use web crawlers on a
with the QA team and executive dashboards on a periodic basis to check
submit content for approval periodic basis to highlight broken links etc
4. Publish content across the performance of the 6. A/B testing for effective
multiple channels campaign content


Our technology partnerships in every area enable the operations team
to enhance efficiency and effectiveness
Content Management
Localization for region System – Front End
specific experience
Track and record
customer behavior.
Drive ‘eyes’
Build customer profile
to
website

Social media
Email, direct mail, Facebook, Monitoring
Content mngt & Engagement
Execute telemarketing
multi-channel
campaigns

Personalised Web Analytics
landing Marketing Segment & profile
pages + offers Automation based on web activity
and score leads

Process & Data
Move to automated Move ‘hot’
lead nurturing/ Orchestration
CRM prospect
retention program to SFA

Analytics &
Reporting
Campaign Builder Pulling
Workflow ‘every
Minute’
Measure & Optimize

Analyze
Best Practices marketing
performance


Our Command Center model is a proven fast track to predictability,
consistency, and control in managing delivery centers

Chief Marketing Officer


Three step approach to make your digital marketing operations a worry-
free environment

Step 1 Step 2 Step 3

Our solutions expert Capgemini’s extended A final solution will be
with in-depth solutions team designed and presented
experience in marketing comprising of SMEs in based on your
effectiveness will the field of content suggestions, best
understand the exact management, campaign practices and our
business need of your management, social experience with clear
digital marketing media etc. will design a benefits agreed at Step
operations and also customized solution for 1 around cost
provide some quick wins your organization with effectiveness, customer
real life examples and experience,
target benefits performance
optimization, and
productivity


In case of any queries and clarifications please contact :

Prashant Sachdeva
prashant.sachdeva@capgemini.com
+91-9620919245


Capgemini Digital Marketing Solutions

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