OUR VISION Data driven insight, - PowerPoint Presentation

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OUR VISION

Data driven insight,

insight driven

execution!

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Efficiency

OUR MISSION

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TANI AT A GLANCE

13 years

23+

Sectors

65+

Brands

6.121+

Campaigns/year

1.15 BN TL+

Inc.Revenue

29

Loyalty Programs

44 M+

Unique Consumers

32 M+

C

ookies

18.9 M+

Loyalty Cards

7.500+

Sales & Service Points

200+

Integrated Data Channels

300.000

Transactions/day

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AWARDS

DPİD 2014, Direct Marketing Awards

Winner of

2 Awards

in Database Marketing

DPİD 2013, Direct Marketing Awards

Winner of

3 Awards

in Database Marketing

Informatica 2013 Innovation Awards

Data Qality Award

Winner

within 5.000 Companies

IBM Smarter Commerce Global Summit 2013

One Of The Best 4 Partners

Of IBM

with

“Axion”

Mixx Awards

2014,

Turkey

Winner of

BRONZ

in

Data- Inspired Creative

Horizon Interactive

Awards, 2014

Winner of

2

GOLD

i

n Consumer Information and Responsive / Mobile Design for Paro Web Site

Best

Long – Term

Loyalty Program WINNER

The

Loyalty

Awards EMEA, 2015

Winner of

2 BRONZ

in ‘Corporate Identity’ category for Paro.com.tr and

Entegrated

Campaign category

2015 Communicator Awards

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REFERENCES

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Mobile

OMNICHANNEL

Store

Marketing Approach

Reaching Customer

Behavior & Shopping Tracking

Content Engine

Campaign Engine

Payment Engine

Data

Web

Tracking Through Network Effect

Campaign

Management

Shopping Tracking

Tracking Through Network Effect

Cash Register Integration

mCommerce

m

Payment

Shopping Tracking

Location Based Services

F

acebook

Mobile Pages

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TRANSFORMATION OF MS. ZEHRA

Form Info

Zehra Ceylan

Brand A

Age: 27 years-old

Education: Religious HS and College Graduate

Marital Status: Single

Occupation: Advertisement and PR

Keen

on reading literature, mythology and religious books

Following politicians such as

Mr. X, Y, Z.

Keen on watching romantic movies

F

enerbahçe fan

Scorpio

IBM

Lenovo ve iPhone 4

user

Possible

TTNET subscriber

Shops at X and Y brands as well

Spent

587 TL at Brand

A

Average

basket is 84

TL

Shopping frequency: 3

months

Shopping preference: Week days after

4pm.

Web Footprint

Currently at Y Mall

At X Store and by the trousers

Went to Y Mall 2 times

last month

Uses mobile app twice a week

Mobile Footprint

Know your customer in every perspective

Shops at e-commerce sites

Spends on average X TL per month

Shops frequently using mobile app

Spends X TL on average

?

Store Footprint

The brands she

follows

except

B

rand

A:

Network (Clothing)

İpekyol (Clothing)

Aldo Shoes (Shoes)

CixShoes (Shoes)

Esse (Home

Appliances)

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Data… Insight… Action… Experience and Efficiency

Personalized & segmented campaigns

Targeted one-to-one communication

(Banner

, SMS, Email,

Mail, Phone Call)

- Location

based

communications

-

Segmented customer programs

-

New product & service design

-

Partnerships

-

Who are my most valuable customers?

-

Which customer segment

has a potential to increase my revenue?

- Which customers decreased their spending and why?

-

Which customers are getting married?

-

Which customers like classical music?

- What type of a

campaign

reward attracts my customers?

-

Which customers are at my shop right now?

-

Does my product & service portfolio fit with my customers?

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PRODUCTS & SERVICES

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DATA MANAGEMENT and ANALYSIS SERVICES

Which services do you need

?

We are ready to step in at any technology expertise

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DATA QUALITY and DEDUPLICATION

D

evelop

ing

innovative

services and products

we won

Informatica

2013

Innovation Award

for

Data Quality

Symbolic Datas

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DATA QUALITY and DEDUPLICATION

Symbolic Datas

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DATA QUALITY and DEDUPLICATION

Symbolic Datas

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DATA ANALYSIS and REPORTING

Sales, customer, store, basket analysis

…

The data are symbolic

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DATA ANALYSIS and REPORTING

Sales, customer, store, basket analysis

…

The data are symbolic

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Level of Customer Value

Level of Customer Loyalty

VALUE ADDED SERVICES: INSIGHT

Segmentation

and Modeling

%1

P

latinum

%9

Star

%

15

Old

Friends

%25

Potential

%50

Passersby

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DATA ENRICHMENT

Segmentation

and Modeling

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Customer

Segmentation

Customer Value

Sales Support Models

Others

Market Basket - Upsell & Cross Sell

Sales Propensity

Target

Audience

Analysis

Customer Lifetime Value (CLV)

RFM

Models

Customer Churn

Segment Migration

Analytical Solution

Services

Tailored

campaigns and value propositions

Differentiate

offers and enhance customer experience management

Targeted customer acquisition

Reasons

behind the customer churn and changes in behavioral and value segments

1

2

3

4

Behavior

&

Life

Style Segmentation

Cu

rrent Customer

Value (C

C

V

)

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CUSTOMER LOYALTY PROGRAMS

CUSTOMISED LOYALTY PROGRAMS

Specific

program design and management

for

your brand

NETWORK

LOYALTY PROGRAM

Paro

Enrich your customer experience.

With

additional development services

,

capture the specialization

in

Paro

World within

over

18 million

members

.

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CUSTOMISED LOYALTY PROGRAMS

- Loyalty program

o

bjective and

s

trategies

- Program

d

esign

- Partner

s

tructure

- KPI’s and metering needs

- Software development

- Cash register and other channel integration

- Partner relationship development and technological solutions

- Web page, microsite, mobile application

design and development

Reporting needs development

Report designs

Report infrastructure and development

-

Monitoring program KPI’s

-

Technological and operational infrastructure management

-

Action planning

-

Operational production (card vs.)

-

Partner management

-

Appropriate data management to personal data protection legislation

-

Deduplication

and data quality management

-

Segmentations (

Value /Behavior Based, Lifesytle etc.)

Customer

Action

Lists

Predictive

Model

ings (

Customer

Churn, CLTV etc

.)

Campaign

design and implementation of appropriate business

goals

Creative and

targeted

campaigns

Campaign operations

E-mail

, SMS,

Mailing

Metering

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TECHNOLOGY and

INFRASTRUCTURE SERVICES

- Data

Collection

- Campaign

Management

- Management of

Loyalty

Program

Rules

Detail data of Customer focused

Market Basket

- Data Storage

- Deduplication

- Data quality

Deduplication

Tests

İnteractiveSMS campaigns

Interactive E-Mail campaigns

Shopping-based

SMS

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HOW WE SERVE?

Your Customer

R

elationship Managers and Customer Applications Executives ar

e

following all the process

for you.

Expertise

C

enters

Data Management

A

nalytical Services

Operational CRM

Teams

Campaign

Design

Campaign

Management

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New Generation Paro

2014

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Sensitive brands supporting their customers at every stage and special moments of their life

Extra benefits & points

Loyalty Program

Paro has changed…

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Freedom of Choice

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We listen to our customers

Offer them value added products&services with brands sensitive to their needs.

&

Customer Mission

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We focus on individual…

Brands

Sensitive to their customers’ needs

Paro

Coordinates standards and services

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Brands support their customers

Special Life Stage

Special Days

Troubled Moments

Shopping

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Brands Support Their Customers in

4 main areas

Giant Steps

Getting Married

Kid on Board

Graduation & First Job

Special Days

Birthday

Valentine’s Day

Mother’s Day

Father’s Day

New Year

Troubled Moments

Shopping

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Birth

Life Cycle

Pre-

School

Middle&High School

University

Work

Marriage

Having Kids

Grand Children

R.I.P

Marriage of Children

Retirement

Life

S

tages

Repetitive Special Days

Other special days

(Valentine’s day,

Mother’s/Father’s

day, New Year’s

E

ve

etc.)

Wedding Anniversary

Moving

Job switching

Birthdays

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Proposal

Marriage Phase

Sub Stages

Engagement

Setup new home

Wedding

Honeymoon

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Pregnancy

Having Kid Phase

Sub Stages

Welcome Baby

Kid

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Love

Peace

Enthusiasm

Ambivalence…

Fear

Worry

Loneliness

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Ecosystem

Campaign Based Partners

Main Partners

Content Providers

Coordinated by Paro

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Paro Website (New!)

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To help enrich the customer experience of the affiliate brands with innovative and technological marketing solutions

Brand Mission

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PARO BRANDS

19 Main Partners + 18 Campaign Based Partners + 4 Content Providers

Newjoy

Özhanlar Market

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Main Partners

Campaign Based Partners

Content Providers

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Via:

Portal

SMS

Register

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PARO PROGRAM VALUES

Datas are

as of end of 2014

.

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Cash

r

egister

integration

Structure

of the

cell

and

card recognition

Loyalty

Program data management

Appropriate data management to personal data protection legislation

Deduplication

Data Quality Measurement

Standard Reporting

Loyalty Membership Structure

Card Production Management

Data Input

Access to Paro data

Campaign

Operations Management

Standard

Campaign Reports

Consumers

management interface

Satisfying the demands and complaints of consumer

and stores

by Paro Call Center

BackOffice management of requests and complaints

D

eveloping

additional loyalty

program

modules

Company-specific Reports

Company-specific Ad-Hoc Reports

Additional Target Audiance Analysis

Segmentation

Other Analytic Services

Customised

Loyalty

Program Design Support

Description

of Program Goals

Additional Revenue Analysis

A

PPROPRIATE PARO

SERVICE PACKS

FOR

YOU

R

NEED

S

12

Campaign

s

in a year,

Target Audience Analysis

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CHOOSE

THE MOST APPROPRIATE

LOYALTY PROGRAM

FOR YOU

Special

developed

infrastructure as well as general infrastructure

Completely brand-specific loyalty program

R

ules and standards

specific to b

rand

Segmentaion of the brands own customer and management of the data

Customer database special to brand

Access to brands own customers

J

oint campaigns through brands agreements

Constantly evolving infrastructure and reporting

requirements

parallel

to

Paro

program

needs

Network loyalty program

Paro Program rules and standards for the membership structure and data sharing

Customer segmentation and access to different segments by clubs for different life cycles

Paro common customer database

Free access to the

Tanı

common database

Ecosystem wealth:

Interactions with other brands in Paro world, new customer acquisition with cross

c

ampaigns

The privatization of sub-brand loyalty program with special additional development

T

ake part in Paro's website

and

e

-

mail communication

s

Paro Call Center services

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AXION enables you to understand your customers better

and take personalised marketing actions in online world.

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AXION

Digital

Analytics

Data Analysis & Insight

Personalised Digital Marketing

AXION enables you to perform intelligent personalised marketing

actions through various smart solutions:

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Via IBM Coremetrics we analyse your website user behaviours with the metrics such as below & take actions according to your company goals.

Visitors

New registrants

Cart abondoners

Bounce rates

Effectiveness of digital ads

Clusters of shoppers, etc

.

DIGITAL ANALYTICS

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We can track your customers on multiple

channels such as your company

website, mobile application,

d

igital ads, as well as your

o

ffline retail

channels

.

DIGITAL ANALYTICS

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Premium

Segment

Males

Families

Home Renovators

Car Owners

Targeted Banner

Targeted E-mail

Targeted SMS

We analyse and draw insights from the data we track

and create segments

based

on behavioural data for personalised marketing actions.

Company A Data

DATA ANALYSIS & INSIGHT

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Company A

Company B

Company C

Company D

Company E

We have created a network of multiple companies

and track

30

M

visitors

.

DATA ANALYSIS & INSIGHT

AXION NETWORK

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Visit to any site in Network

Cookie ID Control

Cookie ID (001)

Online Profile Usr Database

Online Profile

Anonymous user

Basic Online Profile

Advanced Online Profile

Online / Offline Profile

Visit to other sites under network

Click to online ads

Cookie ID Control

Profile Update

A cookie with an enriched profile

The cookie enriched by real user data

Facebook and Mobile App visit

Cookie ID Control

Profil Update

Paro Network

Paro Database

Entegration

Online / OfflineProfile Enrichment

Paro Card Usage

Registration to Database

AXION Subscriber

Axion Web Sites & Ads

Ad Netork

DATA ANALYSIS & INSIGHT

AXION NETWORK – Profile Enrichment

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DATA ANALYSIS & INSIGHT

AXION NETWORK – current brands

COMPANIES IN PROGRESS OF INTEGRATION TO AXION NETWORK

AXION

NETWORK

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PERSONALISED DIGITAL MARKETING

Based on the data insights drawn and segments built (i.e.

f

rom the data from single site or multisite using the Axion network), we offer companies personalised digital marketing actions.

Targeted Banner

Targeted E-mail/SMS

Product Recommendation

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Axion

Visitor visit the site and looks at the price list.

When this cookie visits Hurriyet.com, the related company’s ad with an attractive offer is shown to this customer as ‘retargeting’.

When the user clicks and comes back to your site, we can report these customers to you.

PERSONALISED DIGITAL MARKETING

TARGETED BANNER

The cookie is placed under the ‘

customers with intention to buy

’ segment

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A special message is sent to Levent Çelik

based

on the actions done on the related site.

Levent Çelik

Axion

We match the cookie of this visitor with the registration data we have under the Axion network or under the company’s own database for e-mail or SMS

A cookie visits a web site

Automated personalised e-mails can be set-up using IBM’s Live Mail function in order to convert visitors into leads or leads into sales.

Our targeted e- mail open rates and click rates have been

3 times

higher than the mass emailings done.

PERSONALISED DIGITAL MARKETING

TARGETED E-MAIL/ SMS

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PERSONALISED DIGITAL MARKETING

PRODUCT RECOMMENDATION

Our clients i

ncrease

visitor engagement, conversions and retention

by

making

real-time

product

recommendations

that are

behavior-based

& relevant.

The recommendation algorithms and personalization components of

IBM Digital Analytics

Product Recommendations

are 100 percent

automated and continually learned from new crowd and individual datato optimize returns.

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Sales generated from the Products

R

ecommended is

13%

of the total sales.

Average order value of baskets containing a recommended product has been

%20

more.

Visitors who have viewed a recommended product spent

%80

more time on the site.

IBM has rated our implementation close to ‘Excellent’ level.

PERSONALISED DIGITAL MARKETING

PRODUCT RECOMMENDATION

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User Perspective

Brand Perspective

-

Fast and easy shopping experience

- Collecting and redeeming points

-

Sharing content on social

media

and gaining benefits

-

Sending and earning gift coupons

- Benefiting from personalised campaigns

-

Independence from mobile agencies

-

Fast and easy campaign creation

-

Building

a branded app without any need of coding

-

Managing the app via user-friendly CMS

-

Applying fast changes on the app

- Low cost

- e-commerce / m-commerce module

VALUE PROPOSITION

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FEATURES

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APPLICATION DEMO

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Indoor Customer Recognition with

BEACON

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System Requirements

What can be done with Beacon?

Communication with the customer who walked by the store

Specific communication related to customer’s indoor location

Omni-Channel Communication

Recognition of the customer who entered the store

Special Analysis and Reports

Heatmap, Routemap

Personalized Campaigns and Product Recommendation

Cross Campaigns

Mobile App.

Smart Phone

Bleutooth

İnternet

What is Beacon?

Beacon is a technology which enables us to determine indoor location with bluetooth signals and initiate

location-based communication

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v

v

In-store Customer Behavior

Average time customer spends in the store

Sections / products the customer spends time near

Customers purchase info

in-store

Customer n

otifications

analysis

Heatmap, routemap

REPORTS AND ANALYSIS

Customer Loyalty

Percentage of customers who walked by the store and/or entered it

Store visit frequency by customers

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DATABASE MARKETING

Mobile

4.6 M

E- mail

1.2 M

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DIRECT MARKETING EVENT MANAGEMENT

Reach

your

target

ed

consumers at the right time in the right channel with field

activities

.

CHANNEL SAMPLES

City Line

Opet Stations

İDO Seaports

Annual 51 Million Passengers

Annual 92 Million Vehicle Traffic

Annual 63 Million Passenger Traffic

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HAPPY EVENTS



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E- COMMERCE PLATFORM

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E-commerce

platform

Partnerships:

Directing customers to your brand,

by

positioning your

company

‘s

gift voucher

Product sales channel partnerships

1tıkla2kazan.com

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