1.
© 2016, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Presented by Leo Lau, Radica Systems Ltd.
17 June 2016
Deploying Successful Database Marke6ng
in China

2.
Innovation · Growth · Share
Database
Marke?ng
Solu?ons
Consul?ng
Services

3.
Innovation · Growth · Share
Luxury
Brands
Renowned
Brands in
China
Renowned
Brands in
China
Cosmetics Finance
Properties Exhibition,
Education
Hotels
FMCG &
E-
Commerce

4.
Innovation · Growth · Share

5.
Innovation · Growth · Share
60 Million Unique Consumer Contacts
Behavioral Data>> 1 TB
HospitalityLuxuryFinance Retail

6.
Innovation · Growth · Share
“Radica Data Lab” Established in 2014
In co-operation with Tongyi Industrial Group Center for Electronics
Commerce, Hong Kong University of Science & Technology
Advisors:
Prof. KY Tam (HKUST), Prof. Michael Zhang (HKUST), Prof. SC Cheung
(HKIST), Francis Kwok (Radica), Gabriel Leung (EMC), Titania Kwan
(Engage Digital Consul?ng)
We aim to perform innova?ve research on big data analysis
and put findings into prac?ce.

7.
Innovation · Growth · Share
Customer Data Has Monetary Value but Too Many
Organiza?ons Ignore It
Gartner Business Intelligence & Analy?cs Summit, October 2015

8.
Innovation · Growth · Share
The Retail Landscape in China

9.
Innovation · Growth · Share
Chinese consumers remain upbeat about their future

10.
Innovation · Growth · Share
Chinese consumers increasingly desire premium products

11.
Innovation · Growth · Share
Increasingly they are more loyal to brands

12.
Innovation · Growth · Share
The line between Online and Offline Shopping becomes blurring !
• The Trigger
• Research & evaluate
• Conver?ng
• Post purchase
reviews

13.
Innovation · Growth · Share
Two-thirds of Chinese consumers think shopping is the
best way to spend time with family

14.
Innovation · Growth · Share
Today: Omni-channel!

15.
Innovation · Growth · Share
Common obstacle: Islands of data
E-commerce site
Retail Store
Social Media
Membership
Database

16.
Innovation · Growth · Share
Goal : Unify all online & offline data into a single platform
E-commerce site
Retail Store
Social Media
Membership
Database

17.
Innovation · Growth · Share
Completing the Customer Journey!
Customer
DB
Portal for
members
eDM,SMS
O2O.CRM
Event
Call center
Campaign/
Event mgmt.
Report
Member
Mgmt.
Login
Login
Login
Data Sync
Call
Record
Customer
Login
Abbott User CustomerSystem linkage
Marketing
CRM
CS
Post
Mgmt.
WeChat
Mgmt.

18.
Innovation · Growth · Share
Starbucks: behavior data > tailored offers

19.
Innovation · Growth · Share

20.
Innovation · Growth · Share

21.
Innovation · Growth · Share
(Offline to Online to Offline)
Galaxy Macau: Offline behavior > Wechat > Offline offer

22.
Innovation · Growth · Share
(Offline to Online to Offline)
Galaxy Macau: Offline behavior > Wechat > Offline offer

23.
Innovation · Growth · Share
GEG Privilege Club Social Engagement via WeChat!
• Binding with GPC account to
wechat
• Privilege points, latest
exclusive events & gi_s all
within WeChat
• Social engagement tracking
enriching customer profile

24.
Innovation · Growth · Share
Member Portal and eCoupon Redemption!
- Binding with WeChat Service Account!

25.
Innovation · Growth · Share
Goal: Promote Credit Card
Installment Loan via SMS direct
marke?ng
Challenge: How to determine who
are more likely to take the offer?
Customer base = 8,000,000
SMS daily limit = 300,000
Classic Example: Big Data Enhances Marketing Effectiveness!

26.
Innovation · Growth · Share
Data Modelling Process!

27.
Innovation · Growth · Share
Model Simulation!

28.
Innovation · Growth · Share
Results Assessment – Response Rate↑68.6% Service Fee↑61.7%
4th
Paradigm
Model
SMS Response Rate
Vincio
Model
4th
Paradigm
Model
Vincio
Model
Service Fee per SMS
With same SMS#, Radica Model VS Tradi6onal Model:
ü 68.6% improvement in response rate
ü A Rise of 61.7% in Service Fee per SMS
*1. Data based on amount on 21st, 22nd Jan
2. Apply 4th Paradigm Price-first Model
(Response-first Model shown as doRed)
Results !

29.
Innovation · Growth · Share
The Era of Big Data and IoT!

30.
Innovation · Growth · Share
Manulife Move

31.
Innovation · Growth · Share

32.
Innovation · Growth · Share
Solution Overview!

33.
Innovation · Growth · Share
Access to RiMANGGIS
• Access via any web
browser (chrome, safari,
IE, etc.)
• Interface in EN, TC or SC
• Unlimited users

34.
Innovation · Growth · Share
RiManggis – Email/SMS Marketing Solution
• Multi-channel
campaigns
• A/B Testing
• Auto-trigger messaging
• Flexible customer
tagging based on
behavior
• Easy-to-use message
editor
• Comprehensive reports

35.
Innovation · Growth · Share
Membership Management and Loyalty Solution
• Member tier management
• Loyalty points
management
• E-coupon creation and
redemption
• Integration with POS / e-
Commerce / social
platform

36.
Innovation · Growth · Share
Infrastructure: MangoDB on AWS for High Volume High Performance
Database Marketing

37.
Innovation · Growth · Share
Infrastructure: MangoDB on AWS for High Volume High Performance
Database Marketing

38.
Innovation · Growth · Share
Like our Facebook page to receive
latest event updates!
Radica Systems Limited