Presentation to CEdMA a brief introduction to Tidalwave CONNECT ™ Presenting: Jeremy Keohane – Head of Connect Kris Flemington – Connect Planner May 6th,

Presentation to CEdMA

a brief introduction to Tidalwave CONNECT ™

Presenting:

Jeremy Keohane – Head of Connect

Kris Flemington – Connect Planner

May 6th, 2005.

Agenda

• Brief introduction to “Orchestrated Marketing” and Connect™

• HP Education Services - the issue facing HPES

- what we set out to achieve- the issues we faced- explaining the approach we took

• ROI based cost model

Connect™ a complete framework for creating and delivering orchestrated marketing campaigns

Connect™ plan and execute powerful, inspired and above all engaging propositions in a predictable and accountable framework

Connect™ is transforming the way we view research and data, it is providing greater customer insight and engagement opportunities

Its all about delivering results !

“Describes the process of creating

a coordinated, sequenced communications triggered

by the users own interactions”

Understanding Orchestrated Marketing

• Data Planning source, analyse, compile, augment and manage• Profile & Segmentation “Customer”• Planning Apply Research, Customer Insight and Creativity• Triggers Orchestrated Marketing is different it identifies profile specific touch-points to trigger structured communications

Planning

Products & Services

Understanding Orchestrated Marketing

• Personalised one-to-one offer - Direct Mail

Dear Helen

We are delighted to invite you to take part in our 2005 series of telephone conferences.

The conferences will last around 20 minutes including time for you to ask your own questions directly to our fund managers.

Indeed, if you have any areas you’d like to see covered at the conferences you can let us know when you register.

To register go to: www.threadneedle.co.uk/HelenJones

Alternatively call a Threadneedle advisor on: 00 44 1793 363802

Dear Tim

As you know we at Threadneedle are continually striving to improve our service to you. You and many other financial advisors expressed an interest in ‘Understanding Investments’

In fact, you personally wanted to know more about Strategic Bond Funds.

So we have now provided you with personalised sales support material on this subject which is available on your personal microsite !

Alternatively call your personal Threadneedle advisor on: 00 44 1793 363802

www.threadneedle.co.uk/TimSmith

The Threadneedle Strategic Bond Fund is actively managed for total return through investing in a mix of investment grade and high yield Personal Poll

15%

20%

35%

24%

6%

Click here to see what other IFA’s say

• Engagement through microsite• e-mail / Vismail

CONNECT ™ Marketing Dashboard

• “Real-time” measurement

• Creates Customer Rich Data (CRD)

• Sophisticated alert functions

• Full range of reporting functions

• Provides a framework to continually review and adjust campaign “triggers” during campaign lifecycle

Connect™ Benefits- far greater response rates compared to “spray & pray”- much higher ROC values- real marketing accountability- the generation of valuable Customer Rich Data (CRD)

Connect™ How do we start an orchestrated campaign?- start with a Pilot (defined profile)- analyse results then build on the “insights” gained from CRD- continue to adapt and refine OM campaign

HPES

The issue:

How to sell more training and education through more effective engagement with sales

How to utilise Siebel data to Trigger a “push” of intelligent, timely, relevant and personalised information about HPES to HP Sales Reps

We started with Siebel…

• Sales Reps have to fill in key fields in Siebel to ensure they get paid

• This gives us information on each and every live deal

• The challenge was to take this information and:1. Understand the complexities of Siebel 2. Establish how we could identify opportunities for HPES3. Define how we would trigger relevant, timely communications to

the deal owners using the email channel

4. Identify the end audience and map opportunities to people5. Create relevant messaging, content, triggers and rules

• A few facts and figures

• At any one time Siebel contains over 34,000 deals (UK only)

• These deals could be made up of any combination of: – 357,000 individual products– within 115 product families– within 34 HP divisions

• This gives us a starting point of possible 13.9 million combinations!

The Challenge…

• We started with a BIG index of Siebel fields

• Built a filter with HP CRM team to remove all deals that we could not influence because:– The data was incomplete– The deal had progressed too far or was complete

• This resulted in a standard report

• Designed and built a bespoke business objects report to gain useful data

• This allowed us to develop filters to ensure only useful deal information was fed into Connect™

• The next challenge: to find data fields that could map education offerings to an opportunity

Product Family

HP Division

Product Unit

My MWD

Vertical

Competitor

Customer name

ID number

Extend Price

Quantity

Description

Customer project

Dates fields

Sales cycle

Distributor

• A combination of HP Division, Product Family and Product Unit gave us the information we were looking for

• And another challenge…– To filter out all the field combinations that did not

represent an opportunity for HPES

357,987 units357,987 units

Division, Family, Unit Universe

92,273 units92,273 units

Selected Division = TSG

3,176 units

3,176 units

Selection of Keywords within Unit field

1,352 units

1,352 units

Units where HP Education content can be mapped

Data F

iltering

• 1,352 Division/family/unit combinations that could trigger communications on 1 of 7 HP education offerings:

– ITSM*– Openview*– OpenVMS– HP-UX– HP Tru64 training– SAN curriculum/Storageworks– Superdome

• In 6 vertical markets

• Further message tailoring is possible by:– Customer name– Sales rep name– Competitive situation– Installed customer info

* Going live next week

• What we have ended up with…– Accurate data on which to base communication– Identified engagement opportunities within that data– Mapped education offerings to these opportunities– Created rules for engagement with sales reps (based on

known behaviour)– Defined messaging making it relevant, timely and of value– Compiled all this into Connect™

• Pilot go live…– the UK on Monday – 93 messages– Germany shortly afterwards

– We will now begin to gather CRD and these learnings will help to continually refine the effectiveness of the communication

The Solution…

The right message presented to the right person in the

right wayat exactly the right

time !

The same email e-mail showing Variable Data elements

The personalised email

Staging Server (admin)

Test Server (admin)

Live Server (admin)

ROI based cost model

• Following the launch of the Pilot we will present an ROI cost model

• How will this be achieved?- Connect™ recognises where Siebel data triggered a communication- Connect™ tracks the communication flow including manual interventions- Connect™ monitors the response/s- Connect™ will log all outcomes (sale, no sale etc)

• Our task will be to clearly demonstrate where a Connect™ initiated communications has led to a sale that would not have happened through existing forms of engagement with the sales team

Thank you