What s in a name? Kevin Mason Intimis 2.0 1

(1)

(2)

www.intimis.com Kevin Mason Intimis 2.0 2

What’s in a name?

• Increased response rates of up to 300%

• Reduced marketing spend by up to 50%

• Radically reduced time to market

(3)

The need

Joined-up dialogue marketing

Definition: “An on-going stream of communications, tailored,

triggered by and anticipating customer behaviour”

• Multi-channel

• Responsive, real-time automation

• Mass customisation

• Relevant

(4)

The dream

One enterprise marketing system

• Manage

• Administer

• Build

• Deliver

• Report

• Analyse

• Optimise

(5)

The reality

Most companies have a fragile eco-system of

technology, channels and databases

• ERP

• CRM

• Sales automation

• Xcel spreadsheets and human beings!

• Multiple databases

– In-house, agencies etc

• Multiple delivery and measurement systems

– Email

– DM

(6)

Intimis is…

…a modular dialogue marketing system born out of frustration with

expensive, inflexible large scale CRM systems.

We’ve been developing this for over five years.

Because our development has been driven by our customers, Intimis is

designed to integrate and connect with the “patchwork quilt” of every

enterprise’s marketing eco-system.

(7)

Personal URL

Example:

www.myacme.biz/fred.bloggs

The “Glue” to track individual behaviour throughout your

eco-system.

Personal URL generation and tracking is the core module

of Intimis

No code or system changes required by you: Intimis tracks

Step one: identify and track the individual

(8)

What you need

Robust architecture

• Personal URLs for tracking, reporting and CRM

• _{Any channel, any system, any web page}

• _{Not just short run personalisation and microsites}

• _{Architected for hundreds of millions of customer records}

Highest security levels

• _{Personal URLand PIN mechanisms}

• _{Ability to handle sensitive customer data}

• _{Pre-populated forms, transactional data etc}

• _{Independently audited}

• _{Secure web and database architecture}

(9)

Step two: bolt-on modules where required

A set of modular web-based tools that enable rapid, cost

effective dialogue marketing solutions

Companies are creating dynamic dialogue marketing

campaigns

Quick

Smart

Very Effective

(10)

What you’ll need

No software installation – web-based ASP.

• Quick set up

• No initial IT involvement needed

• Benefit of regular system upgrades as core

• Complete flexibility for each customer instance to tailor to your needs

Modules

• DM personalisation & print work flow

• Email personalisation & delivery

• Microsite personalisation, build & hosting

• Tracking, data analytics and reporting

• Campaign management

(11)

Optimise marketing performance

1-2-1 dialogue marketing systems:

Generate personalised, 1/2/1 multi-channel communications

Track and measure levels of audience engagement

Learns from its data and tailors communications from what it’s learnt

Manage leads for sales conversion

CAN DRAMATICALLY INCREASE RESPONSE RATES AND REDUCE TIME TO

MARKET AND COST PER-LEAD

(12)

Do’s and don’ts

• Timing is crucial

– Recall on previous communications is short, especially email

– 12-24 hour telephone window before leads go cold

• DM and response creative principles still apply

– Personalisation alone will not make a bad piece of DM good

• Throwing the kitchen sink at a bad proposition still wont

increase sales

(13)

(14)

Inside Track

Property Investment Services

Education Seminars, Investment Property, Letting Services, Buy

to Let Mortgages

(15)

The Challenge

Improve response rates over existing long copy dm and email

Hit or come under target cost per response

(16)

Strategy

Lead with a personalised, single message Email-shot

Second wave Email-shot promoting workshops in the area

Final wave personalised DM

(17)

Strategy

Move long copy to personal microsites with booking form

(Personalised URL used in Email and DM for response)

Track individual visits and feed respondents who haven’t converted

(Booked) into tele-sales for warm lead conversion

(18)

Email 1

Personalised web address

Unique telephone number &

Email tracking code (int1)

Personalised

(19)

Microsite

Click through to book

Click through to case

studies

(20)

Wave 2 Email

Promotes local workshops

Sense of urgency

(21)

(22)

Wave 3 Direct Mail

Same personal microsite

fulfilment, tracking and

telesales leads

Same unique response

telephone number, different

reference tracking code

(int2)

(23)

Web-based, real time results tracking dashboard

(24)

(25)

Results

Campaign increased response rate (course bookings) by 300%

overall

(26)

Results

Click through/site visit rate doubled

Microsite conversion rate 20%

(27)

Results

Direct Smile/Personalisation doubled the click-through/visit rate

Personal URL tracking/telesales lead management enabled the

conversion of 25% more of the 80% who had visited but not

booked

(28)

Results

“The results of the campaign were very impressive. Proctors used a

new approach to integrated channel marketing. Personalisation was

one of the significant factors responsible for generating consumer

attention and interest, which they maximised through the Intimis

personalised URL and lead management software”

(29)

(30)

Driven by a competitive consumer landscape

• Take the customer out of market as soon as possible

• Take the friction out of the application/buying process

(31)

(32)

(33)

(34)

(35)

(36)

...data has been tracked and managed through to fulfilment..

Press

TV

Online

media

Website

Call Centre

INTIMIS

•Media tracking

•Volume/quality

•Application data

management

•Call centre contact

management

•Creative variability

rules & tools

•Business rules

•Variable print output

•Print workflow

•Management

reporting &

admin

Fulfilment

•Digital Print

Client data systems

Creative/Business

rules

A

P

L

I

C

A

T

I

O

N

S

A

P

R

O

V

A

L

S

(37)

..removing the Friction from the Application Process.

•Up to 220 print variables

enable tailored brochure –

style agreements,

personalised to you and your

consultant

•Pre-populated forms make it

easy to sign & send

•Same day generation, print

despatch and tracking all

automated through intimis

PICTURE ONE OF THE

FASTEST GROWING

COMPANIES IN 2006

(38)

(39)

Previously with this client…

• European DM campaign

• 18 Languages in 16 countries

• 3 job functions, 12 industry sectors

• Achieved 4x acquisition – 9.8% overall

(previous 1.5%)

(40)

Current: IGEL Carbon Footprint Campaign

• A highly variablised global DM campaign driven by some

simple data points and a scientific formula

(41)

(42)

Current: Carbon Footprint Campaign

Personal microsite

•Proposition overview

•White paper downloads

•Webcast

•Click through to dotcom for specs

•Book a trial

All behaviour on calls to action

tracked for qualification and

follow-up:

•Interested

•Strategically evaluating

•Detailed evaluation: close to decision

•Hot: trial booked

(43)

Current: Carbon Footprint Campaign

(44)

Kevin Mason

[email protected]

Tel: 0117 944 4466

Mob: 07974 662 614

Contact

Content in any proposal or presentation, and in any associated or subsequent material produced, may well contain material in which intellectual property rights exist.

Unless we have expressly acknowledged in writing that any intellectual property right originated with you, or have expressly in writing transferred any intellectual property right to you, then all such rights are reserved to Intimis Limited .

In particular the rights in the systems, software, data structures, business processes workflows and models devised by Intimis Limited, including, but not limited to the Intimis system, for use in its services to clients are its legal property, as are rights in any text or visual material.

No material or information in which those rights exist is to be reproduced, adapted, copied, or otherwise used in any form whatsoever.