Composition center
Business value
The distributed marketing
problem
2
January 2010 Forrester: “How Technology Supports Distributed Marketing Organizations”
The disruptive marketing
process
4
Poor visibility of
marketing asset development
No overview of the development process
Marketing
Agencies
Creative
Services
Marketing
Services
Legal Dept.
No understanding of campaigns
No knowledge of asset usage
Campaign
Management
Marketing
Operations
Slow to communicate
Lose competitive advantage
with current
distribution mechanisms
Time consuming rights
management
Absence of rights management
PR/Marketing
Inconsistent messaging
No localization for different
markets/regions
Distributed Marketing
& Sales
Lack of brand control
Inconsistent usage of
brand
Consumers
Partners
End-to-end digital
marketing ecosystem
6
Real-time collaboration with
all parties involved in asset
production
Marketing Agencies/
Creative
Single system provides global
visibility over all marketing assets,
rights and usage
Marketing
Marketing
Services
Services
Legal Dept.
Campaign
Management
CONTENT OWNERS
Marketing
Operations
Real-time understanding
of asset availability,
rights and usage
conditions
Easy for sales to
communicate brand material
and collateral
Integrated web experiences
meet local marketing needs
PR/Marketing
Deliver integrated campaigns for
multiple products and regions
simultaneously
Distributed Marketing
and Sales
Integrated campaign and digital asset
management process/support
Consumers/Partners
Summary of challenges to
marketers
8
Ensure Brand
consistency across all
customer
communications?
Manage communications
effectively and rapidly with
customers?
CMO
Brand Manager
VP Customer
Service
COO
Reduce cost and
complexity of multichannel content and
distribution?
Provide consistent
information across all
channels?
CIO
Collaborate across
different departments
on the same
document?
Respond quickly to
compliance and
regulatory demands?
Compliance Manager
How does StreamServe
provide value in the
marketing ecosystem?
11
Content
plays a
Critical
role in
Customer
interactions
By transforming customer communications into powerful one-to-one
marketing…
Standard
template
Add
color
Insertion of
images
Integration
promotional
offers
Message
personalized
The path from transactional to transpromo...
13
Bar codes for document
automation
Dynamic branding based on
business unit
Clear presentation using
historical comparisons and
graphs
Targeted customer service
notice based on customer
profile
OMR codes for optimized
enveloping and mailing
Educate and inform
customer: additional
information in context
Personalized marketing
messages with hyperlink
And delivering the communication to the preferred channel of the
customer?
Document Composition
Document Process Automation
Enterprise Document Presentment
Transform ordinary customer
communications into
powerful, one-to-one marketing
channels
Improve customer, partner and
supplier relations by streamlining
document-intensive business
processes
Consolidate, produce and deliver
customized documents when and
where you want them
Business User Enablement
Line-of-business users can design and deliver one-to-one messages by including targeted
content on any type of enterprise document
What is the value to my
business?
16
Targeted marketing messages inserted on the invoice have
a rate of return 300% higher in relation to traditional
marketing channels
Tele2 Communication
Client satisfaction increased from 6.2 to 7.5 on a scale
of 1 to 10
Agis Health Insurer
17
Mail Discarded Without Being Opened or Read…
73.70%
71.40%
45.80%
44.70%
31.80%
27.80%
20.60%
20.30%
1.60%
1.30%
ReadN = 2,460 Consumers
Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009
18
Time spent reviewing statements received in the mail…
3.54
3.12
3.80
4.51
3.09
3.43
3.30
19
Our customer turnover rate was reduced from
25% to under 5%
We are now putting customer messages and
campaigns on our bills, e.g. for fall furnace
light-ups
CMO perspective
20
Document change request turnaround decreased from 1-2
weeks to less than 24h
We support 85+ different types of documents across
multiple states with one full time employee and no
external consulting resources
Document change request turnaround decreased from
1-2 weeks to less than 24h
CIO perspective
21
Customer case study
• Business
• Procuring, producing, distributing, and trading energy and
related products across deregulated markets in Northern
Europe. 1M electricity, 250K gas customers, consumers and
businesses
• Challenges
• Increasing competitive pressure
• Strategic initiative for more personalized and targeted direct
marketing to customers
• Time to market and personalized messages are key success
factors
• Results
• Expected response from first campaign: 3% - actual response
rate achieved: 20%
• Time from campaign idea to execution: 8h
http://www.opentext.com/2/global/customershome/successstories?sys_action=show&id=791
22
Customer case study
 Business
 Leading telecommunications and IT service provider in the
Netherlands, offering wireline and wireless telephony, internet
and TV to consumers
 Challenges
 “Shift Document Creation to the Actual Business User”
 Needed a standard correspondence solution to empower the
business to control content, reduce timelines for innovation
cycles and improve maintenance
 Time to market and personalized messages are key success
factors
 Results
 Correspondence Management gives business managers
simplified, hands-on content generation and control of
documents to:
 Generate revenue by integrating this morning’s marketing ideas
into this afternoon’s target customer documents
 Raise profitability by eliminating inefficient processes, reducing
support requirements, and narrowing the gap between concept
and action
 Open up new possibilities in regular customer correspondence by
including fine-tuned offers and advice based on each customer’s
profile, history, and current status
23