Abstract: In today’s data driven world, C2B organizations need to be innovative marketing leaders to succeed and create meaningful customer experiences. Companies who excel at this are using advanced analytics and “science fueled creativity” to engage their customers at the point of maximum impact. Hear from advanced analytics experts and leaders from Hilton Grand Vacations, Prolifics and IBM on how they are using intelligence to deliver smarter campaigns to positively affect their bottom line.

1. © 2015 IBM Corporation
BMS-4032: Smarter Campaign
Management: Engaging Customers at
Point of Maximum Impact
Cori Parnes Hilton Grand Vacations
Kevin Downey Prolifics - IBM Business Partner
Holger Kyas IBM

2. • IBM’s statements regarding its plans, directions, and intent are subject to change or withdrawal
without notice at IBM’s sole discretion.
• Information regarding potential future products is intended to outline our general product direction
and it should not be relied on in making a purchasing decision.
• The information mentioned regarding potential future products is not a commitment, promise, or
legal obligation to deliver any material, code or functionality. Information about potential future
products may not be incorporated into any contract.
• The development, release, and timing of any future features or functionality described for our
products remains at our sole discretion.
Performance is based on measurements and projections using standard IBM benchmarks in a
controlled environment. The actual throughput or performance that any user will experience will vary
depending upon many factors, including considerations such as the amount of multiprogramming in the
user’s job stream, the I/O configuration, the storage configuration, and the workload processed.
Therefore, no assurance can be given that an individual user will achieve results similar to those stated
here.
Please Note:
2

3. 3
Cori Parnes
Hilton Grand Vacations
Director, Marketing Data
Warehouse
The Team
Kevin Downey
Prolifics
IBM Business Partner,
Senior Practice Director
LinkedIn:
https://ca.linkedin.com/pub
/kevin-downey/87/486/74a
Holger Kyas
IBM
Software Client
Architect
LinkedIn:
http://ch.linkedin.com/
in/holgerkyas
Twitter: @holgitonk
https://twitter.com/hol
gitonk

4. 4
• Hilton Grand Vacations - Providing the intelligence to connect with the
right prospects at the right time
• Banking Industry perspective on how Marketing & Campaign Management
can benefit from Predictive Analytics
• Q&A
Agenda

5. 5
Marketing - The Life Blood of Companies
“The aim of marketing is to know and understand the
customer so well the product or service fits him and sells
itself.”
Peter F. Drucker, MARKETING GURU
“Instead of one-way interruption,
modern marketing is about
delivering useful content at
precisely the right moment when a
buyer needs it.”
David Meerman Scott,Author, The New Rules
of Marketing and PR

6. 6
Why Successful Companies are Marketing Leaders
• CONSUMERS BUY FROM WHO HAS THE GREATEST
MINDSHARE AT THE TIME OF PURCHASE
• MARKETING CAN NOT BE SOLELY INWARD (PRODUCT) FOCUSED
ANYMORE
• THE 4 P’S OF PRODUCT, PRICE, PROMOTION AND PLACEMENT HAVE BECOME A
THING OF THE PAST
• TODAYS BUSINESS ENVIRONMENT IS DIFFERENT
THEN EVER BEFORE BECAUSE OF TWO CRITICAL
FACTORS:
• THE PROLIFERATION OF DATA AND EASE OF
ACCESS
• TECHNOLOGY HAS GIVEN CONSUMERS
POWER

7. 7
The Importance of Campaign Management
“Marketing takes a day to learn. Unfortunately it takes a
lifetime to master. “
Philip Kotler, marketing guru
“Half the money I spend on advertising is wasted, and the
problem is I do not know which half. “
Lord Leverhulme, founder of Unilever and philanthropist

8. 8
Campaign Management: Focused Marketing Efforts
• SMART CAMPAIGN MANAGEMENT PROVIDES THE INTELLIGENCE TO
CONNECT WITH THE RIGHT PROSPECTS AT THE RIGHT TIME FOR EACH
PROSPECT
• SCIENCE FUELED CREATIVITY
 GUT-FEELINGS ARE NOT ENOUGH IN OUR KNOWLEDGE-CONSUMER WORLD

9. 9
The Current Challenge
MANAGING & IMPROVING customer data quality of marketable data is an
ongoing challenge for every customer centric marketing business
 INCREASE MARKETING UNIVERSE
 LOWER LEAD ACQUISITION COSTS
 INTEGRATE PREDICTIVE MODELING
 IDENTIFY MARKETING TRANSACTIONS BY INDIVIDUAL
 PROVIDE EXPANDED CORPORATE DATA INTEGRATION BEYOND MARKETING SYSTEMS
ACHIEVE CAMPAIGN MANAGEMENT BASED ON ADVANCED DATA MANAGEMENT
 TRUE MARKETABLE UNIVERSE COUNTS FOR EACH CONTACT TYPE (MAIL, EMAIL, PHONE)
 TRUE UNIVERSE COUNTS BY CUSTOMER TYPE
 RECORD OF MARKETING EFFORTS RELATING TO SINGLE CUSTOMER VIEW (WITH CAMPAIGN
MANAGEMENT HISTORY)
 MORE ACCURATE, TARGETED AND CONCENTRATED CONTACTS BASED ON DIFFERENT MARKETING
REQUIREMENTS
 RESPONSE TRACKING

10. 10
Information Management is the Key
• THE ABILITY TO IDENTIFY AND TO TAKE ADVANTAGE OF POPULAR TRENDS,
GEOGRAPHICALLY TARGET CAMPAIGNS AND TIME THE ALIGNMENT OF
PRODUCTS OR SERVICES TO CONSUMER BUYING NEEDS IS NOT ONLY A “NICE
TO HAVE” BUT IS CRITICAL FOR CUSTOMER CLOSES AND RETENTION
INFORMATION IS THE KEY THAT POWERS YOUR COMPANIES MESSAGING TO
CUSTOMERS AND THUS PAVES THE WAY FOR SMART CAMPAIGN
MANAGEMENT

11. 11
Customer-Centric Analytics is a Marketing Game Changer
• PROVIDING CUSTOMER INTELLIGENCE THROUGH DATA INTEGRATION PROVIDES A
DRAMATIC ROI FOR THE BUSINESS
 BASED ON CUSTOMER BEHAVIOR FIND THE MOST PROFITABLE GROWTH AREAS FOR
YOUR PRODUCT OR SERVICE
 USE DATA INTEGRATION TO GAIN INSIGHT AND TAKE THE BEST MARKETING ACTIONS
WITH THE LOWEST RISK
 LEARN FROM EACH CUSTOMER INTERACTION TO OPTIMIZE YOUR INVESTMENT AND
RESOURCES ACROSS THE ENTIRE BUSINESS
• UNDERSTANDING THE CHANGING NATURE OF A CUSTOMERS LIFECYCLE THROUGH
MODELING
 UTILIZING TECHNIQUES SUCH AS RFM (RECENCY, FREQUENCY & MONETARY) AND LTV (LIFE
TIME VALUE)
 PREDICTS PRODUCT FIT AND REDUCES CUSTOMER CHURN
• UNDERSTANDING YOUR CUSTOMER MEANS TO UNDERSTAND THE COMPETITION.
THIS WILL ENSURE YOUR COMPANIES FUTURE VIABILITY

12. Res
SMART Campaign Management - Reference Architecture
Data Tier 3 Data Tier 4
Analytic Views
Data Tier 1
CNIDHK
RetailSortingDelivery
Analyst
My data My tables
Data Tier 2
Legacy
Cognos
OLAP
Cognos
Reporting
Cognos
Ad Hoc
Cognos
Dashboard
Traditional Analysis
Client-side
UNICA
Marketing
Analytics
EDW/MDM
Batch
Data
Social Data
Provider
Action
Stream
Data MapReduce
Aggregate
Non-
Relational
Storage
TealeafWWW
Business Analytics Engine
Alert and
Event
Notification
Spatial
Analysis
&
Visualization
Predictive Models
Operational Analytics
Hot Views
Data Marts
On
Board
Stand
Alone
Etc.BehaviorDemand
My Algorithms
SQLXMLMDX
Sources
Netezza or DB2
Data Integration Services
Big Data
Staging
Operational
Marketing Data
Geo
Data
3rd Party
Data
CM Data Mart
Exploratory Lab
Response
Data
Netezza or DB2/MDM Suite
DB2
Netezza or DB2
SPSS
Information Server
Streams Netezza or DB2
How it works
12

13. 13
The Value Add of SMART Campaign Management
INCREASE CUSTOMER RESPONSE RATES (AND ULTIMATELY CUSTOMER
LOYALTY)
REDUCE MARKETING AND CAMPAIGN COSTS
REDUCE CUSTOMER CHURN
INCREASE PRODUCTS OR SERVICES SOLD

14. 14
SMART Campaign Management
“The aim of marketing is to know and
understand the customer so well the product
or service fits him and sells itself.”
Peter F. Drucker, MARKETING GURU

15. 15
• Hilton Grand Vacations - Providing the intelligence to connect with the right
prospects at the right time
• Banking Industry perspective on how Marketing & Campaign
Management can benefit from Predictive Analytics
• Q&A
Agenda

16. 16
How do you take your decisions ?

17. Retail bank CMO’s care about
customers, engagement channels and collaboration
Customers
“If regulation is holding a business back, I suspect
they’re not thinking about the opportunity in the best way.
Consumer expectation is what I think about […] We
are focused on making it ridiculously easy for consumers
to find, assess, buy, and use our banking products.”
- Vinoo Vijay, CMO, TD Bank
Channels
Collaboration
“We’re focused on providing new services, new options,
and new channels. Our brand has to be relevant to the
needs of our customers today […] We have to be
available where our customers are available.
- Diane Scott, CMO, Western Union
“We work very closely with our CTO, my counterpart in
technology. For the reasons that everyone knows,
marketing is now a very technology-intensive
practice, and we have to work together with both our
internal tech folks as well as outside partners.”
- Arturo Perez, CMO, Citizens Financial Group
Sources: Adobe CMO Interviews
17

18. Banks need to pay particular attention to Millennials
who have mature expectations & want to try innovations
Source: Accenture 2014; Millennial Disruption Index; Gemalto study as reported in the Financial Brand, March 2015
Almost 1/3rd of US
millennials say that they
would switch banks if
they could NOT use
mobile banking
58% of millennials would
like their bank to
proactively recommend
products or services
based on their existing
accounts, compared with
46% of those over 55
Millennials’ expectations
are more mature – “I
need a new house” not “I
need a mortgage” -
Shamir Karkal, CFO of
Simple Bank
56% of millennials would
be interested in a video
chat with a
representative by
accessing a link on the
website or an app,
compared with 23% of
those over 55
73% would be more
excited about a financial
services offering from
Google, Amazon, Square,
PayPal, or Square than
from their bank
43% of millennials do not
receive communication
via their preferred
channel (email, text,
bank website, mobile
app)
18

19. 19
In the future, clients will experience...
The target state of personalized marketing
will delight banking clients…
Cross-channel dialogue
Client
E-Banking
SMS / Email
alerts
Call center
(CSC)
CA
Call center
(UCC)
Mobile
Banking
Multimat
& ATM
Mail
Mobile Banking
Marketing as
added value
Client centricity
 Banks will engage with
its clients on an
individual basis
across all channels.
 A Mobile Banking app
will be an essential
component of the
client’s everyday
lives because it
provides an
exceptional level of
information, value and
support.
 Marketing messages
and communications
will be so highly
targeted and relevant
that they will be
perceived as added
value.
 Clients will enjoy a
personalized client
experience on Mobile
Banking and E-
Banking that is tailored
to reflect their
individual needs.
Tip of the month
With UBS Fisca, y ou can now sav e on
tax and prepare f or y our retirement.
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20. Benefits
 Improve cross-sell and wallet share
 Reduce attrition
 Generate new revenue streams
Payment
Data
Transaction
Data
Account
Data
Customer
Data
External
DataGenerate segments
based on behavior
Use insights to drive
what is presented to
clients
Predict future life
and financial events
Predict likelihood of
financial activities &
churn based on behavior
Use payment and transaction data to better understand customers
Banking Behavior-based Customer Segmentation
Industry Models, Analytics Models, Connectors, APIs
20

21. 21
The Value of Analytics and Campaign Management
• A MARKED INCREASE IN CUSTOMER RESPONSE RATES AND ULTIMATELY
CUSTOMER LOYALTY
• REDUCES MARKETING AND CAMPAIGN COSTS BY TARGETING THE FEWEST
AND BEST CUSTOMERS FOR EACH OFFER
• REDUCE CUSTOMER CHURN BY PREDICTING BORDERLINE CUSTOMERS AND
THEN ACTIONING THE RIGHT RETENTION CAMPAIGN
• INCREASE PRODUCTS OR SERVICES SOLD BY DELIVERING THE RIGHT
MESSAGE TO THE RIGHT CUSTOMERS
• IMPROVE CROSS-SELL AND WALLET SHARE
• REDUCE ATTRITION
• GENERATE NEW REVENUE STREAMS
• DRIVE CUSTOMER SATISFACTION
• IMPROVE DECISION MAKING

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25. © 2015 IBM Corporation
Thank You