How Market Leaders Use Technology & Data Solutions to Achieve Competitive Advantage Boston College October 27, 2004 Mike Iaccarino – President & CEO
Dec 20, 2015
How Market Leaders Use Technology & Data Solutions
to Achieve Competitive Advantage
Boston College
October 27, 2004
Mike Iaccarino – President & CEO
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Agenda
Introductions
Using Database Marketing to Achieve Competitive AdvantageHilton Hotels Case Study
Q&A
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Introductions
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An Introduction…
Mike Iaccarino, President & Chief Executive Officer
Epsilon
Leading provider of integrated Database Marketing and CRM solutions
35+ year history
675 employees
$150M+ in annual revenue
Offices in Boston, Dallas, St. Louis and Washington, DC
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Epsilon Overview
Leading direct and digital marketing company that creates measurable business results
through database marketing services
Vision
Mission
Our goals are achieved through
● an unwavering commitment to each client’s success, ● unmatched client service,
● operational excellence, and
● the deep database marketing expertise of our people
Approach
Help clients maximize the value and loyalty of their customer portfolios through
● analytics, ● multi-channel direct communications, and ● database marketing technology
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Financial/Insurance
Telecom/Tech Travel/Consumer Healthcare
Not for Profit
Strong Relationships with Blue-Chip Clients
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Leading Provider of a Broad Range of Integrated Marketing Services
Market presence
Strong
Weak
Weak Strong
RiskyBets Leaders
StrongPerformersContenders
Harte-Hanks Epsilon
Merkle
Rapp Collins
KnowledgeBaseMarketing
Fair, Isaac
CSCAcxiom
BeNOW
Experian
Currentoffering
Strategy
Forrester WaveTM: Database Marketing Service Providers1
1. TechStrategyTM Research: Buyer’s Guide To Database Marketing Service Providers, April 18, 2003, ©2003, Forester Research, Inc. Reproduction Prohibited2. TechStrategyTM Research: The Value of Database Marketing Service Providers, March 14, 2003, ©2003, Forester Research, Inc. Reproduction Prohibited
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Using Database Marketing to Achieve a Competitive Advantage
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Database Marketing: A Definition
The discipline of continuously aggregating, interpreting, analyzing, and applying
information about customers and prospects to achieve business objectives
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Database Marketing: Components
Successful Database Marketing programs blend three skill sets
The Value Of Database Marketing Service Providers
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Market Leaders Agree
Database Marketing Organizations’ Influence & Budgets Are Rising
From Database Marketers Gain Influence But Lack Enterprise Coordination, September 2004
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Market Leaders Agree
Impact Of Specific Database Marketing Functions On Results
From Database Marketers Gain Influence But Lack Enterprise Coordination, September 2004
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Case Study: Hilton Hotel Corporation
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Case Study: Hilton Hotels Corporation
Can Database Marketing drive
economic value & competitive advantage
in an industry where a room is
increasingly becoming a commodity?
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Hilton HHonors Case Study: Situation
Epsilon currently manages every aspect of Hilton HHonors, Hilton’s industry-leading loyalty program
For 2,700 properties across 9 brands, manage nightly transactions and provide marketing tools
For 12,000 currently active program bonuses, perform 950 million computations daily, in real time, to generate over 300 million awards
For 11 International Call Centers with 500 Service Reps, 24x7, develop and manage all customer service applications
For more than 75 Airline, Retail, Financial partners, manage all transactions/data exchanges
For 6.5 million members, manage online website, all online and offline marketing communications
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Hilton HHonors Case Study: Situation
Manage a multi-currency, highly complex loyalty platform requires extensive technical, marketing and operational capabilities
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Hilton HHonors Case Study: In the Beginning
HHonors has grown from a one dimensional marketing program aimed at rewarding repeat
guests with “free” stays
One brand
One currency
One reward opportunity
One channel
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Hilton HHonors Case Study: Today
To a network of interconnected earning and redemption partners with exchangeable currencies and highly
dynamic incentives to drive specific behaviors
HO
TELS
AIR
LIN
ES
CA
RS
/CR
UIS
ES
FINANCIAL/RETAIL
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Hilton HHonors Case Study: Business Strategy On the Contrary
The Hilton HHonors program drives tremendous economic benefit to the Hilton family of brands
Over 50% of hotel stays are attributed to HHonors members (vs. 30% in 1997)
The program is a significant profit center for Hilton Corporation
There are 3 primary elements that drive this Data
Leveraging information on travel habits and patterns both at Hilton family properties as well as at partner airlines, retailers and providers to capture a comprehensive picture of consumer spending and travel profiles
Analytics Through sophisticated modeling, selecting very small, granular subsets of consumers
and offering them very specific, differential promotions and program benefits that drive incremental behavior (allocate investments based on opportunity)
Utilization of Technology Utilize a nimble technology platform to equip every consumer channel with intelligence
that allow Hilton to interact with each guest on a highly personalized basis, based on their preferences, informed by intelligent marketing models
Personalization
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Hilton HHonors Case Study: Business Strategy
Objective: Leverage the Hilton HHonors Program to drive profitable member behavior
Drive brand preference & competitive differentiation
Individualize the relationship
Foster cross-brand usage
Decrease marketing, reservations & customer service costs
Create barriers to switching
Retain & drive frequency
Exploit shelf space
Enhance operating capabilities & efficiencies
Drive
Lifetime Value
Enhance
ROI / Economics
Grow
Share-of-Wallet
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Results
Among HHonors members since 2001 Share of wallet
Preferred program
Members specifying that HHonors is the preferred over all the programs to which they belong (average = 3.6 programs)
Preference for HHonors up for every brand and across all tiers
Among Hilton Family hotels since 2002, % of high value members
Recognized as returning guests
Loyalty scores (satisfaction, return intent, recommend)
Front desk friendly
Overall Increased active membership
Increased multi-stayers
Increased stays per multi
+ 12 points
+ 4 points
+ 3 points
+ 50%
+ 19%
10%
11%
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Summary
View Database Marketing technology as a key strategic initiative View technology as a key to driving customer economics, not as a means
to cutting costs Understand that all customers are not created equal
Use Database Marketing technology to invest in the customers that have high current and potential value
Look at Database Marketing initiatives holistically: Need for combination of analytics, marketing communications and
technology Sophisticated technology without holistic, strategic plan does not yield
results
Database Marketing technology clearly can enhance and redefine brand experience
Market leading organizations in every industry that successfully leverage data & technology for marketing
strategy:
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Q&A