Developing a Profitable eCRM Strategy

In recession, being able to create accountable marketing campaigns is crucial for commercial survival - and personal advancement. eCRM has become a critical element of any marketing strategy, providing the means to generate millions in new revenues. This new course lays out the practical steps required in planning an eCRM programme, selecting suppliers and setting commercial targets.

Who should attend Developing a Profitable eCRM Strategy?

Senior marketing budget holders with overall responsibility for marketing strategy, e-commerce strategy or heads of digital. The course will use practical case studies from FMCG, retail, e-commerce and leisure.

How will I benefit from this training course?

This will give you a practical understanding of how to plan, schedule and cost an eCRM programme, estimate returns, set targets, select suppliers and evaluate results – all the essentials to run an effective campaign within an easy-to-use framework.

Outline programme for Developing a Profitable eCRM Strategy

eCRM in context

• Customer retention in recession
• Marketing in the age of the groundswell
• Recovering from fragmented digital strategies

eCRM planning

• Understanding eCRM metrics, ROI and results modelling
• Data analytics, customer-related insights, data-driven planning
• eCRM customer journey planning

Campaign execution

• Creative do’s and don’ts
• Rollout strategies and testing
• Creative, production and quality assurance requirements

eCRM agencies and suppliers

• Understanding the roles of the various suppliers
• Supplier selection, KPI setting and management
• Payment-by-results options

Building on successful eCRM

• Integration with other digital channels
• The future of digital relationship marketing – the ‘Participation’ model

Training course tutor

Felix Velarde F IDM is a heavyweight in digital marketing, having founded one of the first digital agencies, Hyperinteractive, in 1994. In the past five years Felix has revolutionised the eCRM field working with clients like News International, Virgin, McCain Foods and The Economist. He is a Fellow of the Royal Society of Arts and the IDM, and has been a DMA judge since 2001.

Peter Anderson is an enormously experienced eCRM planner, who started out client-side and became head of strategy at Dataforce. His subsequent career has encompassed planning director roles at various leading agencies, including Publicis Group, Agency.com, and as head of Integrated Planning and Customer Insight at Saatchi & Saatchi.

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