Neolane Evolutin 2011 | Program | Trends Track Session

Thursday 20^th, 2011 at 10:45 am	How to optimize marketing pressure and campaigns response rates? Andrea Micheaux, Associate Professor at Lille University, – Sciences and Technologies From a consumer’s point of view, marketing pressure has become a sensitive matter. Campaign effectiveness is decreasing and companies need to find tools to improve their response rates. To provide precise and fact-based answers to these questions, Andrea Micheaux carried out a real-world experiment, using a real company database to send emails to real customers for 3 months. This study, which was based on a statistical protocol, revealed the impact of the object , sender, type and format of message, communication frequency and other factors on the number of opens, click-through rates and opt-out rates. These results were cross-referenced and confirmed by a quantitative study. Drawing on this experiment, Andrea developed a method for managing sales pressure based on customer perception, which will soon be published in the journal Science in the United States. She will take this opportunity to unveil most of her findings and provide useful advice on how to optimize campaign results.

Thursday 20^th, 2011 at 11:45 am	The next wave of integrated channel communications - or is it the previous one? Darron Gregory, Insight and Innovation Director, Celerity, part of Howard Hunt Group Neolane provides us with a plethora of tools to manage our CRM and channels. For many organizations though there are some missing components in terms of integration with analysis platforms and direct injection into offline work streams. Darron Gregory from the Howard Hunt Group explains how they’ve developed a wrapper for Neolane that provides a much greater level of integration than was previously possible.

Thursday 20^th, 2011 at 11:45 am	Multi-brand Management with Neolane Thomas Sirguey, CRM Expert and Roland Koltchakian, Director of Hosting Services, Soft Computing How to create synergies between different brands sharing a Neolane platform while ensuring independence and consistency in a production environment? Based on real-life examples, Soft Computing will show you how to optimize your multi-brand marketing strategy and create individualized customer relationships within a consistent methodology. Discover how Neolane v6 responds to these challenges. Avoid the pitfalls and learn best practices to generate new growth drivers, cut costs, and create economies of scale.

Friday 21st, 2011 at 10:00 am	Social Media and Direct Marketing: Issues, Principles and ROMI François Laxalt, Manager of Market Intelligence, Neolane The majority of brands use social media as a mass communication tool to create communities of anonymous fans and measure sentiment. As these channels grow exponentially, the limits of profitability based on advertising techniques are revealed and the issue of ROMI becomes paramount. Social marketing tools today offer the opportunity to influence fans to get their opt-in, to qualify, and enter into customized dialogues via Facebook and Twitter, whilst maintaining the consistency of communications through other channels such as email, mobile or mail. Mismatch between the practices of brands and consumer expectations Appreciation of a Facebook fan Acquisition, qualification and management of social permission Examples of custom one-to-one in social networks, especially Facebook.

Friday 21st, 2011 at 11:00 am	The Future of Email: Interpersonal and Social Email Bruno Florence, Independent E-Marketing Consultant Email is an unstoppable communication channel and the key to an effective direct marketing strategy. However, in a constantly evolving marketing environment, email marketing programs need to grow and incorporate new practices and new channels. The future of e-mailing focuses on two issues: improving interpersonal programs, mostly by taking deliverability constraints into account, and incorporating the most recent communication channels, namely mobile phones and social networks. In this context, new practices and services have appeared around the email channel to improve communication, thus strengthening the basics of interpersonal programs. Emails have also become a way of drawing a profit from social networks. The aim of this presentation is to help marketing experts anticipate tomorrows’ best practices and will be illustrated by several examples of companies acting as thought leaders in the market.

Friday 21st, 2011 at 01:30 pm	Extending the use of Neolane and branching out marketing relations processes (BtoB and BtoC) towards sales forces and customer contact points Wanoa Chaxel, Director and Project consultant, Waisso Waisso, one of Neolane partners in the consulting and integration field, will share their best practices on how to set up the Neolane conversational marketing platform, how to build up a datamart and how to optimize investments Come and learn more about: [+] Avoiding dialog and service interruptions during the acquisition, conversion and loyalty-building processes, [+] Sharing a full 360° vision of the customer in real time by sales forces, contact points and marketing services, [+] Providing salespeople and other players with the full functional scope of Neolane (tracking, personalization, etc.), [+] Configuring and enriching the Neolane platform to manage salespersons’ activity, issue quotes and contracts, run a call center and analyze the company’s sales activity. Waisso, one of Neolane partners in the consulting and integration field, will share their best practices on how to set up the Neolane conversational marketing platform, how to build up a datamart and how to optimize investmentsCome and learn more about: [+] Avoiding dialog and service interruptions during the acquisition, conversion and loyalty-building processes,[+] Sharing a full 360° vision of the customer in real time by sales forces, contact points and marketing services,[+] Providing salespeople and other players with the full functional scope of Neolane (tracking, personalization, etc.),[+] Configuring and enriching the Neolane platform to manage salespersons’ activity, issue quotes and contracts, run a call center and analyze the company’s sales activity.

Friday 21st, 2011 at 01:30 pm	Optimizing cross-channel communication by integrating transactional and promotional marketing campaign (invoices, follow-ups, cross and up-selling) Emmanuel Baratte, CRM & Analytics Director, Arvato Services France Specializing in subscription management, Arvato Services has developed a holistic CRM environment that includes Neolane. Using the Neolane Platform, Personalized messages are executed to drive an increase in re-subscription rates and customer loyalty. It also enables business analysts to orchestrate cross-channel campaigns to most valuable customers and to execute one-to-one retention programs at the right pace. Using Neolane’s automation capacities, marketers can create sustainable and profitable relationships all along customer’s lifecycle, with the perfect synchronization of integrated up and cross-selling messages in the follow up messages.

Friday 21st, 2011 at 01:30 pm	How to Reduce DM paper campaign lead time from 45 days to just hours? Frédéric Fabi, CEO, Dupli-Print 60% of consumers prefer mixed communications (digital and paper). 70% of internet users can’t imagine no longer receiving direct mail. However, paper campaigns have lead times that are naturally longer. To solve this conundrum, learn how Neolane and Dupli-Print provide you with greater responsiveness thanks to the improved integration and automation of the paper channel in your communication processes.

Friday 21st, 2011 at 3:00 pm @Mickael_B	Rules, Legal Aspects and Best Practices to Interact with Your Clients through Social Media Mickael Bentz, Product Manager, Neolane Because they allow companies to gather a significant amount of customer data and initiate conversations like no other channel before, social networks are, in many ways, a marketing ideal. With the right technology, communicating via these networks and accessing the personal data of users seems easy and unbounded. However, there are two important constraints with which every marketer must comply. First, legal requirements enforced by social networks must be respected. Second, marketers have to comply with customer privacy expectations. This presentation will explore the various constraints to be taken into account (use of personal data, opt-in management, Facebook page administration, managing tweets, etc.) and how to adapt your social marketing strategy to overcome these obstacles. Your social marketing programs will then be on the road to success!