Epson’s Journey Towards

Data-Driven Customer Centricity

Chris Nickel, Epson America

Graham Gunst, Acxiom
State of the Industry

THINGS HAVE CHANGED

BEFORE OUR EYES

2
The Traditional Buying Model Is Dead

1898 – 2005ish

3
Opinions Run High on the New Model

4
 Regardless…
Marketing’s Role Must Evolve

5
 Broadcast Direct Mail Store Internet Call Center
Become
Aware

Consider

Transact

Service

More than 75% of consumers today use more

Source: Unica
6
than one channel to make a purchase decision
 Brand Disharmony
Call Store
Center Search
Engine

Direct
Mobile Mail
Device
Web
Ads

Email

Website CHANNELS AND CUSTOMERS

ACT AND FEEL DISJOINTED

7
 Customers Demand Precise Ads
Individualized to them
Data
Purchase History
Demographics
Interest & Intent
Measurement Propensity
Cross-Channel Exposure
Omni-Channel Sales

Targeting
Test / Control Individual-Level
Intensive
Cross-Channel

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More Often Than Not the
Data Isn’t Centralized

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 But Not at Epson
AbiliTec
AbiliTec®
AbiliTec ID: d782cb2cbi
d232ad8sae
ID:ID:
d496cf3aef
AbiliTec
AbiliTec ID: d272eq3abf
d561ac8byu
Person:
Person:
Person:MaxBenjamin Bittman
Bernstein
Allison Williams
Person:
Person:20JoyceBecky Zug
Commerford
Portrait:
Portrait:
Portrait: 33 (Millennial)
42 51
Portrait:
Portrait: 78eCom
Personicx:
Personicx®:
Personicx: Families
Collegiate
Click-to-Buy Crowd
Personicx:
Personicx: City Searchers
No-surf Seniors
Propensity:
Propensity:
Propensity: Search
Mobile
Display
Propensity:
Propensity: Social
Phone
Product:
Product:
Product: Campaign
Web
Web ID: ID: 231
ID:923746
14115
Product: Web ID:ID:
Product: Web 10835
63268

AbiliTec
AbiliTec ID:
ID: d678de2mxa
d694cd2csb
d334dk6bec
d945cf3ynm
Person: Alyssa
Joan
Angela
Person: Joel
Adam Norton
Sweeney
Martins
Madison
Lieberman
Portrait: 42
37
Portrait: 42 (Gen-X)
Personicx:
Personicx: Funding
Non-Tech
Surf’in
Big the Family
Country
Sophisticates
Country,
Real-time Big Store
Rurals
Propensity: Store
Display
Direct Mail
Propensity: Phone
Product:
Product: Web
Web ID:
Promo 846883
826475
438636
ID:Code:
748613
LUV
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PUT THE CUSTOMER AT THE CENTER OF ALL DECISIONS
 The Goal: “One Epson”
A single view of the customer.
A consistent customer experience across channels.

• Database needed to be flexible and scalable

• Enhanced matching for better customer aggregation and analytics
• Significantly reduced the complexity of SQL queries
• Data marts for rapid insights
• Leverage the expertise within Epson and Acxiom while reducing need Epson IS
support
• Demographic and Lifestyle appends for more customer intimacy

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Obstacles
LEGACY SYSTEM

COST CONCERNS

RESOURCE CONCERNS

EXPERTISE CONCERNS

OFFSITE DATA WAREHOUSING

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 Step One:
Define Epson’s ‘Right’ Customer and Prospect

13
 Epson Before:
15 Different Silos of Data across the Organization
• Many views of a customer Customer
Support
Warranty
Support
Downloads

• Could not act on data

• Low response rates and Product
Reviews
Partners Usage Data

duplicate mailings
• Weeks to pull together data Canada
Contact
Mgmt.
Ad Hoc

needed for a campaign

• Impossible to measure Leads ESP Rebates

results across channels

• Unstable legacy system Product
Registrations
Estore
(Epson)
Online
Behavior

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The Journey to “One Epson”
Begins with the MDW

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 Solid Customer Data – Key Benefits
RELATIONSHIP &
RETENTION
What will help maintain an
ongoing dialog between the
customer and Epson?
What levels of service will the
customer consistently feel
comfortable with?
Get Expert Advice
Support
Receive Newsletters
Feedback
Loyalty Programs
Get
CUSTOMER
Support
Use
Product
ACTION
What do we ultimately want
the customer to do?
Product
Register as Epson Customer
Community Participation
Purchase Product
Increase Product Usage
DISCOVER
How will the customer
become aware of a product?
Advertising
Email Marketing
Search Engine
Industry Publications
Get to Know your Customer
Give P.R. / Word of Mouth
Research
• Their Behaviors
•
Find Their Likes
Product
TOUCH • When they like it
POINTS • How often to want it
Preview
Product
ENTICE / ENLIGHTEN
What will help the customer • What “triggers” work
best understand what
Set Up
•
the product has to offer?
Purchase
What will make the
customer want to learn more?
Keeps them coming back
Marketing / Web
Demos / Tutorials
Product Information
Personalized Workspace
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 Customer Data Enhancements

MORE CUSTOMER
INSIGHTS THROUGH
DATA ENHANCEMENT

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 Step Two (A):
Determine Best Message and/or Offer to
Best Audience

AbiliTec ID: d232ad8sae

Person: Max Bernstein
Portrait: 20 (Millennial)
Personicx: Collegiate Crowd
Propensity: Mobile
Product: Web ID: 923746

AbiliTec ID: d694cd2csb

Person: Angela Martins
Portrait: 37 (Gen-X)
Personicx: Surf’in Sophisticates
Propensity: Display
Product: Web ID: 438636

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 Step Two (B):
Determine Who Not to Target

AbiliTec ID: d561ac8byu

Person: Joyce Commerford
Portrait: 78
Personicx: No-surf Seniors
Propensity: Phone
Product: Web ID: 63268

AbiliTec ID: d272eq3abf

Person: Becky Zug
Portrait: 51
Personicx: City Searchers
Propensity: Social
Product: Web ID: 10835

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Data Driven Execution
• Data is used to:
– Analyze customers
• Buying behaviors
• Needs
• Interests
– Automate / trigger emails
– Determine visuals and
messaging
• Product Lifecycle
• Upgrades
• Attrition
• Life Events
• Business Type
• Etc.

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Browse - Printer
 Step Three:
Expand the Database
(and Repeat Dialogue Track)

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 Vertical Based Acquisition
Data can be mined for:

Higher Ed
Geo targeting | Behavior targeting | Lifestyle targeting

Prepress – Proofing

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 Step Four:
Measure and Optimize

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 Results

$
HIGHER REDUCED REVENUE UP DATA FASTER TIME
RESPONSE CAMPAIGN CONSOLIDATION TO MARKET
RATES COSTS

INCREASED BETTER TESTING ANALYZING TWEAKING

TEAM CUSTOMER
PRODUCTIVITY EXPERIENCE

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 Lessons Learned
LEGACY SYSTEM MAKE SURE EXEC TEAM IS ON BOARD
• Get an executive sponsor
• Shop the idea around
• Get budget approval

OFFSITE DATA WAREHOUSING FIND TRUSTED PARTNER WITH APPROPRIATE

EXPERTISE
• Ensure privacy and security requirements
• Partner is familiar with the solution

RESOURCE CONCERNS ALLOCATE APPROPRIATE TIME FOR

• Discovery – this was KEY in an effective
• Build a common vision
• SYNC all teams, IS, Marketing, third-party providers

EXPERTISE CONCERNS DESIGNED FOR SCALABILITY AND FLEXIBILITY

• In just 90 days, the company eliminated duplicates and
reduced the size of its database by 60%

ALLOCATE TIME AND SOME BUDGET FOR CONTINUED

COST CONCERNS TWEAKING
• Will find “stuff” you want done to improve even more –
I promise you!

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