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The Ten Creative Commandments

The Ten Creative Commandments. September 15, 2008. Agenda. What does “Creative” mean, anyway? 3 Targeting Commandments 3 Creative Commandments 4 Call Center Commandments 1 Free Bonus Commandment. What Does Creative Mean, Anyway?. What Does Creative Mean, Anyway?.

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The Ten Creative Commandments

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  1. The Ten Creative Commandments September 15, 2008

  2. Agenda What does “Creative” mean, anyway? 3 Targeting Commandments 3 Creative Commandments 4 Call Center Commandments 1 Free Bonus Commandment

  3. What Does Creative Mean, Anyway?

  4. What Does Creative Mean, Anyway?

  5. Creative (Targeting) Commandment 1 Target based on Lifetime Value of Policyholder (which is rarely the same as Low Acquisition Cost!).

  6. Auto Insurance Drivers of Profitability + Policy Premium Revenue Model - Claims Risk Model - Operating Expense Response and Conversion Model(s) - Acquisition Cost Retention Model = Annual Profit X Life of Product = Lifetime Value of Policy

  7. R4PM Direct — Database Marketing Model Names Credit • Regression • Models: • Response/ • Conversion • Revenue • Risk • Retention • Solicit: • Mail • Phone • E-Mail • Phone Center/ • Website • Underwrite • Sell Product Product Delivery LCR Targeting Prospect Database Demos X Date Capture Responder Data Responder Database Events

  8. R4PM Direct — Prospect Database • 100+ MM Households • Credit Variables • Predicted Renewal Dates • Demographics • Custom Model Scores • Promotion/Response Tracking • e-mail Addresses 165+ MM Prospect Names 500+ Data Variables Each

  9. Power of Consumer Credit Data • Individual Level • Dynamic • “Psychological” Profile • Accurate

  10. LTV Targeting Drives Higher Underwriting Tiers

  11. LTV Targeting Drives Higher Underwriting Tiers

  12. Creative (Targeting) Commandment 2 Keep Testing New Targeting Techniques and Data

  13. Micro Segment Targeting

  14. Compiled Demographics Aggregated Auto Data Real Property Data Survey Data Lifestyle Data E-mail Data Life Event Data Direct Response Buyers Geo-Demographic Clusters Zip+4 Aggregated Credit Non-Credit Data

  15. Credit vs. Non-Credit Response

  16. R4PM Predictive Auto Clusters

  17. Creative (Targeting) Commandment 3 Get the Channel Attribution Right on Marketing Reports!!

  18. Marketing Channels and Attribution Mail TM Quote TM Sale TV Print

  19. Marketing Channels and Attribution Mail TM Quote TM Sale TV Print Search Aggregator Web Quote Web Sale Banner email

  20. Marketing Channels and Attribution Mail TM Quote TM Sale TV Print Search Aggregator Web Quote Web Sale Banner email

  21. Marketing Channels and Attribution Mail TM Quote TM Sale TV Print Search Aggregator Web Quote Web Sale Banner email

  22. Channel Attribution Issues Putting Response in Correct “Bucket” Putting Sales in Correct “Bucket” Calculating Media Cost per Sale • Spending Next Tactical Marketing Dollar • Building Media Specific Targeting Models • Making Strategic Business Decisions

  23. Channel Attribution Methodology • Individual Customer Identification Numbers • Marketing Source Codes • Name and Address Match • Factor Analysis • Dynamic Time Series Regression • Proportionately “Factor” Leftovers into Marketing Channels

  24. Creative (“Creative”) Commandment 4 Synergize Marketing Channels!!!

  25. Measure the Overall Return

  26. The Tagline Breakthrough!!

  27. The Tagline Results

  28. Creative (“Creative”) Commandment 5 Keep Boldly Testing NEW Creative (Not Just Incremental Tweaks)

  29. Integrated Marketing Try us again

  30. Integrated Marketing Is less more or can be more be less?

  31. Creative (“Creative”) Commandment 6 Thou shall not test too much!

  32. Too Much Testing!!

  33. Creative (Call Center) Commandment 7 Account for Your Call Center in Your Marketing Budget

  34. Cost To Deliver Response Volume Cost To Make Sale Agent Capacity Balancing Mail and Sales Capacity Mail Telephone/Website Overall Acquisition Cost Depends on Getting This Balance Right . . . So Measure in Same Cost Center!!

  35. Creative (Call Center) Commandment 8 Reward Desired Behavior – Pay Sales Reps Per Phone Call

  36. Creative (Call Center) Commandment 9 Send the Best Phone Calls to the Best Sales Reps.

  37. Capitalism at Its Finest All sales consultants are not created equal Lobster tails and Chicken salad Secondary skilling vs. Performance Mgmt. Penalized for more? What? Less turnover – Better Performance AHT change of philosophy

  38. Integrated Marketing Calls to Sales (CTS) Results 2006 – Avg 5.12 2007 – Avg 3.82

  39. Creative (Call Center) Commandment 10 Raise your Handle Time while Dramatically Increasing Sales?

  40. Integrated Marketing

  41. Free Bonus Creative Commandment Have a Strategy!!!

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