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Seminars & Workshops conducted by OgilvyOne Institute
"Making Digital Marketing Work"
"How CRM and Loyalty Marketing is Changing, and How it Can Build Market Share"
"CRM Thinking in a Challenging Economic Environment"
"Can the Internet Make a Difference to your Brand?
"What you ought to know about this Data Mining Business"
"Data Warehousing & Data Mining - What You Ought to Know for CRM Success"
"How to implement and profit from Customer Relationship Management"
"Making Digital Marketing Work"
Speaker: Neville Taraporewala - Yahoo! India, Shailesh Varudkar - Hutch,
Alok Kejriwal - Contests2Win, Ajit Balakrishnan - Rediff,
Eric Schaffer - Human Factors International, Robinder Singh - HSBC,
Sudhakar - Fabmall, Amitabh Pandey - IRCTC, HarshVardhan Roongta - apnlaloan.com, Alok Mittal - jobsahead.com, Sandeep Joseph - OgilvyInteractive
14th October 2003 at JW Marriott, Mumbai
The day long seminar comprised 3 sessions – Mobile Marketing, Getting the most from your interactive properties and Customer Acquisition Online.
Mobile Marketing
The mobile marketing session had three panelists, Shailesh Varudkar from Hutch, Alok Kejriwal from Contests2Win and Neville Taraporewalla from Yahoo! India. Mr. Varudkar provided the audience with a mobile operator’s perspective of the works their company had done in the field. He stressed on the issue of consumers’ right to privacy, and how marketers had to respect that in their campaigns.
Neville shared two case studies of work Yahoo! was doing : BBC World’s University Challenge and Win ‘Nova’ contest from Kinetic. He also made the point that portals needed to broadbase their businesses beyond advertising revenues.
Alok enthralled the audience with a classic piece of one of m2w’s works in China, for the client Sprite. ‘A mobile phone is always on, personal, and great for impulse decision-making’, he said.
Getting the most from your interactive properties
Session 2 was a humdinger with Mr. Amitabh Pandey from the Indian Railways Catering and Tourism Corporation, who made a crisp presentation on the IR online ticket reservation system. He emphasized on the fact that a large percentage of the transactions on the IRCTC website are made by people above the age group of 45 years.
Mr. V.S. Sudhakar , MD of Fabmall spoke, focussing his talk on e mail marketing and words of caution to marketers and agencies.
Mr. Robinder Singh, head of marketing, HSBC provided the audience with a much wanted holistic view on the role that the interactive medium can play , in a marketer’s marketing mix. He stressed that online media was a channel for the bank, and that they were focusing their effort on driving people to this channel.
Dr. Eric Schaffer, CEO, Human Factors International spoke about website usability and design, which he believes is an area that is critical in developing an effective website and has been underutilized in India. He challenged Indian companies to take advantage of the opportunity here to become usability superpowers.
And finally Mr. Ajit Balakrishnan from Rediff shared with the audience his analysis of the users of Rediff, and used those insights to predict the future of portals like Rediff. The typical user is between 25-35, and they would move towards buying loans, financial services online, he said.
Customer Acquisition Online
The final session was on Customer Acquisition had Mr. Alok Mittal from Jobsahead, Mr. Harsh Vardhan Roongta from apnaloan.com and Mr. Sandeep Joseph from OgilvyInteractive.
Harsh Vardhan spoke about his experiences as the head of a start-up. Learning through desperation, Apnaloan changed the model for online customer acquisition by pushing cost of acquisition as a metric for media deals to clients. Again, through trial and error, Apnaloan discovered what works online, and what doesn’t.
Alok spoke about the nitty-gritty of managing customer acquisition online. He emphasized on how personalization can help boost response rates of email communication.
Sandeep Joseph presented a case study on Tehelka, for which the agency has done some very successful online e-mail campaigns, to both locals and NRIs. By marrying astute media strategy with customer insights, the campaign generated an ROI of 1:5, with several individuals shelling out Rs. 1 lakh online! Mr. Joseph also covered the 7 cardinal sins which digital marketers make, and how to avoid them.
A hotly debated subject in this session was the effectiveness of Cost per Acquisition, as a measuring tool , in building an online clientele. And if the medium is coming of age, does a client need to incentivize customers?
To add to the essence of the title, OI got ActiveMedia Technology to send out SMS confirming delegate entries into the seminar. Delegates merely had to flash these sms to gain entry, at the venue. The host also carried out Instant SMS polling at the event. The delegates participated and enjoyed messaging their views on various topics, being discussed, which were then displayed on the screen, live.
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"How CRM and Loyalty Marketing is Changing, and How it Can Build Market Share"
Speaker: John Goodman, President OgilvyOne AP
28th Mar 2003 at The Park Hotel, New Delhi
4th Apr 2003 at The Park Hotel, Chennai
At the seminar, John Goodman, President, OgilvyOne Worldwide, Asia Pacific Region, spoke on 'How CRM and Loyalty Marketing is Changing, and How it Could Build Market Share'. John's talk covered the new trends in CRM in the region and made audiences ponder on how managing customers can make a significant difference to the bottomlines. These were interspersed with examples and the best practices that could be applied to businesses, to make that difference.
So for those who are in the business, this was one talk they just could not afford to miss and sure enough , they didn’t. It changed the way they look at their customers and possibly, the way they organise their business itself.
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"CRM Thinking in a Challenging Economic Environment"
Speaker: John Goodman, President OgilvyOne AP
20th Feb 2002 at The Welcomhotel Marriott, New Delhi
John Goodman addressed the question that is foremost in the minds of marketers - is CRM cost-effective? Will it deliver ROI, especially in an economic downturn?
He reiterated, with cases from the region, that establishing and maintaining strong relationships, especially with high-value customers, is always a recipe for success and more so in challenging times. He elaborated on the need to establish the right relationship with the right customer, a critical component to business success. Knowing how to find and identify customers, and treating them differentially, is of utmost importance.
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"Can the Internet Make a Difference to your Brand?
Eight Trends that are shaping the Interactive Future"
Speaker: Kent Wertime, CEO, OgilvyInteractive Asia
4th April 2002 at The Park Hotel, Connaught Place, New Delhi
Kent outlined eight trends that point the way to successful brand building using Interactive channels. From contextual marketing to the new data relationship, to the use of wireless devices, Kent spoke of the defining lessons learnt by companies throughout Asia over the past few years.
He also provided examples and best practices directly applicable to any business that employed the interactive medium.
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"What you ought to know about this Data Mining Business"
Speakers: Krishna Kumar, Head, OgilvyOne Analytics and Veera Dikshit, National Sales Manager, SAS
7th May 2002 at the Marriott, New Delhi
This seminar was jointly conducted by OgilvyOne Institute and SAS on Data Mining.
In the first session Veera Dikshit exposed the audience to SAS's data mining tools to help manage the process of optimising customer interactions. By designing, executing, and measuring marketing campaigns, based on enterprise-wide customer knowledge.
In the second session Krishna Kumar addressed how an enterprise should plan its information requirements, storage and management. He described the models available for measuring direct response; attrition; customer segmentation and cross-sell.
The seminar was intended to convey that there existed techniques and technologies for tracking patters within data. And sift through seemingly unrelated data for meaningful relationships, where you can anticipate rather than simply react to, customer needs.
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"Data Warehousing & Data Mining - What You Ought to Know for CRM Success"
Speakers: Krishna Kumar, Head OgilvyOne Analytics and Dr.S Chandrasekhar, Chair Professor IT, Fore School of Management
3rd Aug 2002 at Essex Farms, New Delhi
A full-day, interactive workshop answered such questions as:
- What should you do with all the customer data that you capture?
- How do you go about integrating Marketing, Sales, Service, Channels, Call Centres and the Internet in a CRM environment?
- What is a Data Warehouse?
- How do you mine data to help make smart business decisions?
- How do you measure the success of your CRM efforts?
This workshop also addressed questions critical to the capture, management and manipulation of data. From creating a data warehouse to using data mining tools in a CRM environment.
Krishna Kumar and Professor Chandrasekhar demonstrated how to discover patterns in data that are not otherwise apparent. Using real life case studies, they showed how data mining can help you identify your best customers and who to focus your efforts and money on for retention, cross-selling and up-selling.
Participants were exposed to data mining tools, their use and applications.
Data Mining, Data Warehousing Workshops have been held in Bangalore and Chennai as well, in collaboration with MindTree and Covansys.
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"How to implement and profit from Customer Relationship Management"
Speaker: Jay Curry, Chairman, Customer Marketing Institute
11th Dec 2002 at Maurya Sheraton, Delhi and 13th Dec 2002 at the JW Marriot, Mumbai.
In this day-long seminar, Jay Curry dipped into his vast experience to introduce Customer Relationship Management (CRM) and its benefits to CEO's, General Managers, Sales, Marketing and Service Managers. Through fine examples, he helped them understand how the introduction of CRM programs can benefit the entire organisation.
For instance, it can boost revenues by 10% and up to 100% without increasing marketing and sales budgets, measure, manage and improve Customer profitability and stimulate synergy among the marketing, sales and service departments within the organisation.
The CRM seminar was based on the innovative Customer Marketing methodology that has proven itself in hundreds of companies.
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