Despite concerns about economic growth, Chinese consumers keep spending. They are becoming more selective about where they spend their money, shifting from products to services and from mass to premium segments, from offline to online. How can we tap the shift in consumerism in China with intelligent and creative database marketing?

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Presented by Leo Lau, Radica Systems Ltd.
17 June 2016
Deploying Successful Database Marke6ng
in China

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Database
Marke?ng
Solu?ons
Consul?ng
Services

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Luxury
Brands
Renowned
Brands in
China
Renowned
Brands in
China
Cosmetics Finance
Properties Exhibition,
Education
Hotels
FMCG &
E-
Commerce

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60 Million Unique Consumer Contacts
Behavioral Data>> 1 TB
HospitalityLuxuryFinance Retail

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“Radica Data Lab” Established in 2014
In co-operation with Tongyi Industrial Group Center for Electronics
Commerce, Hong Kong University of Science & Technology
Advisors:
Prof. KY Tam (HKUST), Prof. Michael Zhang (HKUST), Prof. SC Cheung
(HKIST), Francis Kwok (Radica), Gabriel Leung (EMC), Titania Kwan
(Engage Digital Consul?ng)
We aim to perform innova?ve research on big data analysis
and put findings into prac?ce.

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Customer Data Has Monetary Value but Too Many
Organiza?ons Ignore It
Gartner Business Intelligence & Analy?cs Summit, October 2015

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The Retail Landscape in China

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Chinese consumers remain upbeat about their future

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Chinese consumers increasingly desire premium products

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Increasingly they are more loyal to brands

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The line between Online and Offline Shopping becomes blurring !
• The Trigger
• Research & evaluate
• Conver?ng
• Post purchase
reviews

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Two-thirds of Chinese consumers think shopping is the
best way to spend time with family

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Today: Omni-channel!

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Common obstacle: Islands of data
E-commerce site
Retail Store
Social Media
Membership
Database

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Goal : Unify all online & offline data into a single platform
E-commerce site
Retail Store
Social Media
Membership
Database

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Completing the Customer Journey!
Customer
DB
Portal for
members
eDM,SMS
O2O.CRM
Event
Call center
Campaign/
Event mgmt.
Report
Member
Mgmt.
Login
Login
Login
Data Sync
Call
Record
Customer
Login
Abbott User CustomerSystem linkage
Marketing
CRM
CS
Post
Mgmt.
WeChat
Mgmt.

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Starbucks: behavior data > tailored offers

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(Offline to Online to Offline)
Galaxy Macau: Offline behavior > Wechat > Offline offer

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(Offline to Online to Offline)
Galaxy Macau: Offline behavior > Wechat > Offline offer

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GEG Privilege Club Social Engagement via WeChat!
• Binding with GPC account to
wechat
• Privilege points, latest
exclusive events & gi_s all
within WeChat
• Social engagement tracking
enriching customer profile

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Member Portal and eCoupon Redemption!
- Binding with WeChat Service Account!

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Goal: Promote Credit Card
Installment Loan via SMS direct
marke?ng
Challenge: How to determine who
are more likely to take the offer?
Customer base = 8,000,000
SMS daily limit = 300,000
Classic Example: Big Data Enhances Marketing Effectiveness!

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Data Modelling Process!

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Model Simulation!

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Results Assessment – Response Rate↑68.6% Service Fee↑61.7%
4th
Paradigm
Model
SMS Response Rate
Vincio
Model
4th
Paradigm
Model
Vincio
Model
Service Fee per SMS
With same SMS#, Radica Model VS Tradi6onal Model:
ü 68.6% improvement in response rate
ü A Rise of 61.7% in Service Fee per SMS
*1. Data based on amount on 21st, 22nd Jan
2. Apply 4th Paradigm Price-first Model
(Response-first Model shown as doRed)
Results !

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The Era of Big Data and IoT!

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Manulife Move

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Solution Overview!

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Access to RiMANGGIS
• Access via any web
browser (chrome, safari,
IE, etc.)
• Interface in EN, TC or SC
• Unlimited users

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RiManggis – Email/SMS Marketing Solution
• Multi-channel
campaigns
• A/B Testing
• Auto-trigger messaging
• Flexible customer
tagging based on
behavior
• Easy-to-use message
editor
• Comprehensive reports

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Membership Management and Loyalty Solution
• Member tier management
• Loyalty points
management
• E-coupon creation and
redemption
• Integration with POS / e-
Commerce / social
platform

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Infrastructure: MangoDB on AWS for High Volume High Performance
Database Marketing

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Infrastructure: MangoDB on AWS for High Volume High Performance
Database Marketing

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