The agenda outlines a conference on intelligent retail that puts customers first, e-commerce strategies, and experiences implementing the UNICA platform and 1-to-1 marketing at Aller Media. Speakers from IBM, OgilvyOne, SILVAN, and Aller Media will discuss topics like creating an insightful business case for enterprise marketing management and moving from mass communication to individualized dialogue using UNICA. The event includes sessions, breaks, and lunch over half a day.

1. Agenda
10:30 Intelligent detailhandel sætter kunderne først
Ben Heyerdahl, Sales Leader Europe for Smarter Commerce, IBM UK
Lars Spindler, Account Director, OgilvyOne
11:15 Pause
11:30 E-commerce i øjenhøjde
Steen K. Villsen, E-shop chef, SILVAN A/S
12:15 Frokost
13:30 Erfaringer med implementeringen af UNICA og 1-1 marketing
Thomas Voss, IT-afdelingschef, Aller Media A/S
Lars-Henrik Kieler, Marketing CEM-chef, Aller Media A/S
14:15 Pause
14:30 Skab en indsigtsfuld business case på Enterprise Marketing Management (EMM)
Olivier Berard, Smarter Commerce Value Consultant, IBM Frankrig
Albert Kerezeon, Business Value Consultant Europe, Enterprise Marketing Management, IBM Belgien
15:10 Afrunding

2. Fra massedialog til 1-til-1 dialog
med UNICA som værktøj
Lars-Henrik Kieler, CEM Manager
Thomas Voss, IT Manager

3. Contents
2.5

4. Carl Allers Etablissement
1873 CAE is established by Carl and
Laura Aller in Valby, Copenhagen
First issue of Illustreret Familie Journal
is published in 1877
Swedish Aller established in 1894, Norske
Aller in 1897 and Finnish Aller in 1992
2012 fifth generation of the family
is still active in the company. Bettina,
Erik og Katinka Aller are chairmen of
the board in the nordic countries
With a weekly circulation of approx. 3,2
mio issues, Aller Media is the leading
publisher of weeklies in Scandinavia.
5

5. Weeklies
7.5

6. FEMALE PERSONAL
SIMPLE Dr. Kjell Nordström
EMOTIONAL
Swedish Economist, writer
10

7. Starting out
Focus on subscription
marketing
Trigger based marketing
1-1 dialogue
Who are the customers?
Realtime data?
12.5

8. Our Vision
15

9. Choosing UNICA
One Marketing helped us drive the selection process
Possible matches: Neolane, Portrait, Alterian & UNICA
Structured selection & scoring process using weighed
criteria:
25% IT & Administration ressource usage
25% Vendor support
30% Usability
20% Vendor & risk management
UNICA came out on top
17.5

10. How we use UNICA
ADVANTAGE
PROGRAMME
7 variants (CLC),
personalized
NEWSLETTERS
WELCOME
PROGRAMME ”WIN BACK”
Trigger based, Part of Adv. Programme
personalized
TELEMARKETING
Phone lists
AD MAILS / Passive subscribers
CAMPAIGNS
20

11. Next Steps
2013
New Subscription System
Behavioral data
BI / KPI
Giro channel
Mobile channel
2012 Allerservice.dk
More masterdata!
UNICA
Starter ult.
september
Masterdatabase / permission base
22.5

12. -2008 2009-2012
2013
25

13. Key business benefits
Increased customer knowledge
Increased general data knowledge
in Marketing
100% increased sales on specific
campaigns
E-mail marketing business
increased by 200%
Campaign value increased
UNICA businesscase looks
promising
The best conversion
rate ever!
40 percent!
(Up from 19-21 %)
27.5

14. Key learnings
Use a datawarehouse/masterdata
model
Do you have the right data?
Do you know your data?
Keep it simple, stupid
Launch, improve, re-launch
30

15. We all live in a yellow…
Reduce time-to-market
We need to do more and launch faster
We must reduce cost
Personalized content, coordinated contacts
Right time, channel & context
32.5

16. Thanks, questions?
Personalization works!
Know your data
Keep it simple, launch fast
“We all live in a yellow sub”
35

17. Backup slides

18. VS.
Svære at få bid? Mere
Madding på krogen. Kunder deler deres oplevelser
Eks. super Best -kødskandalen.
Målrettet markedsføring
VS.

19. Result 2012
EKSPONERING
Eksempler på e-mails
Increased ROI index 200+

20. R
EKSPONERING
Eksempler på landing pages

21. The IT Situation
Multiple business systems
Multiple customer databases
Multiple channels
Declared data
Behavioral data

22. Operations
• Plan, Program, Project
• Planning tool
• Budgets, KPI’s, results
• Project Management
• Standardized work flows
• Offers and target groups
Operations
Campaign
•
•Segmentation / Selection
UnU Unica
• Contact History
Campaign • Response Flows
• Triggerbased / ad hoc
• Output for other
channels
E-message E-message
• Creating e-mails + LPs
• Graphic elements
(libary)
• Drag & drop templates
• Personalization
• Easy testing

23. Kampagnenavn: Jorden Rundt
Tema: Sommer/rejse
Præmier: Rejsegavekort, Biotherm produkter og
magasiner
Medie: Nyhedsbreve, bannere , FB, messer og
mobil
Metode: Stand alone, strategisk
samarbejde, CPM, løssalg og eget netværk
Udformning: 8 spørgsmål = 8 byer = 8
kvalificeringer
Test: mænd som segment, SEM samt
adfærdsbaseret bannere