1. The Inbound Marketing Machine
Database marketing meets behavorial targeting
SNS Bank
Drs. Gerrit Post
Interaction Marketeer
25th January 2011

2. A banker is a fellow who lends you his umbrella when the sun is
shining, but wants it back the minut it begins to rain.
Mark Twain (1835-1910)

3. Agenda
 SNS Bank
 Why Inbound Marketing
 The Inbound Marketing machine
 Architecture
 Customer experience
 Contents
 Results
 Next Steps

4. SNS Bank used to produce services

5. Instead, SNS Bank wants to be a Retailer

6. Customer as our main asset

7. Why Inbound Marketing?
Many contacts unused
• Less face to face customer contact, more online customer contact
• Customers appreciate relevant (online) communication
• Over 40 million customer contacts per year (consisting of over 80% inbound contacts)
• Potentially up to 10 million opportunities to start customer dialogue
Many customers are never reached
• 63% of our customers only have inbound contacts with SNS Bank
Listening
• Customer behavior shows what the customer wants
• Online customer behavior can be traced
Attention time
• Up to 30 times more attention time by the customer through inbound marketing
• Being relevant; the customer is already dealing with financial issues during the interaction

8. Architecture The SNS Inbound Marketing Machine

9. Contents The SNS Inbound Marketing Machine
Customer behavior: offline en real-time online behavioral
information
• Demographics • Real-time click behavior
• Product(characteristics) • Visited webpages
• Financial transactions • Referrers
• Channel usage information • Search behavior
• Contacts
• Customer Value
Database Marketing + Behavorial Targeting
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10. Customer experience The SNS Inbound Marketing Machine
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11. Contents The SNS Inbound Marketing Machine
Marketing rules
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12. Contents in 3 steps The SNS Inbound Marketing Machine
400 customer characteristics
Real-time click behavior Customer value
Demographic information Channel usage information
Transaction data Real-time status of applications and offers
Products
Marketing rules in Unica
Over 200 rules
Over 50 different offers
Over 30 service messages
…to be increased and improved
continuously
www.snsbank.nl

13. Customer experience The SNS Inbound Marketing Machine
Inbound Marketing part of total customer experience
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14. Results
Increase in reach
• Over 10 million offers per month!
Relevant offers
• Over 50% of our customers clicked at least once
• Offers based on realtime clickbehavior: lift factor 30
• Offers based on specific moments: lift factor 100
Inbound call reduction
• Communication of operational issues causes significant reduction of calls and complaints in call
centre.
Increase of sales
• Conversion ratios up to 60%!
• 6 to 50% additional online sales
ROI
• Return on investment of total project within 1 year
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15. Next steps

16. Demo How it really works

17. Bijlage
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