CUSTOMIZED COLLABORATION. QUALITY OF OUTPUT.

ClayOPS is steadily gaining recognition as a key business partner to our clients –working with them to mould and turn their business data into actionable plans.

As we believe that every client has differing business goals, interests and requirements, we take the time to work with them to deliver the results that meet their needs - ALWAYS.


SOME OF OUR CLIENTS

Microsoft SAP NOL RedHat
Citrix Symantec Sysmex Cordlife
Under Armour APac Energy Veritas WORLDHOTEL
DASSAULT SYSTEMES Toshiba Akamai Publicis

DRIVING BUSINESS GROWTH

Uncover Partner Opportunities

We helped our client to review the current landscape of their partners’ loyalty, and recommended new revenue opportunities by targeting specific partner profiles with customized initiatives.

Client situation

Our client owns the SMB business of a subsidiary. The distribution channel is a key route to reach into that broad market. Our client wanted better insights into ways to increase their SMB revenue by scaling efforts through their country distributors.

As a fact-based decision-maker, our client specifically wanted to achieve the following:

  • Identify distributors to invest funds for partner campaigns
  • Increase revenue by getting partners to sell higher-priced SKUs
  • Grow incremental revenue through more frequent transactions, and across a broader range of products
  • Obtain actionable data such as partner names and historical purchase patterns to accelerate campaign development and distributor engagement

When our client first approached us, they had no existing data that would enable them to conveniently surface new partner opportunities. Coupled with a lack of expertise to interpret business priorities and to translate into actionable opportunity maps, our client was concerned about flying blind.

Solution

  • We invested time with the client to deeply understand their business priorities, and to appreciate how they currently manage and drive their distribution business
  • Subsequently, we brainstormed with our client to list a series of high potential opportunities to investigate further
  • We developed a methodology to identify partners with a higher propensity to increase revenue for our client. Using a similar approach, we also drew up partner loyalty to individual distributors. Both results allowed our client to tailor partner campaigns via distributors
  • We built a master opportunity map for our client to data mine further to identify future opportunities
  • With our client’s input, we translated our hypotheses into specific actionable insights. This included partner names and profile, for quick campaign development and execution
  • We then presented our findings to our client and their extended stakeholders which proliferated a better understanding of their distribution and business partner model

Results

  • Our client identified a set of partners aligned to specific distributors, developed and executed a series of marketing campaigns to increase immediate short term partner Refining social media executionrevenue contribution
  • The regional SMB team got hold of the analysis and commissioned us to conduct similar analysis for the other subsidiaries requiring assistance
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Uncovering new business / market growth area and opportunities

We helped our client raise USD 150,000 to go after new growth areas, after analysing disparate business data, both internal and external.

Client situation
Tasked to present to his senior leadership team (SLT) in a week’s time, our client had to:

  • Analyse disparate regional business data
  • Find new possible revenue opportunities
  • Identify next course of action

His challenges included:

  • Time constrains.  His plate was full from the current responsibilities. With one week to review and digest disconnected data, and the pressure to identify new business opportunities, he was uncertain of a productive outcome.
  • Expertise. While he was well-equipped for the day-to-day running of his business, he was less certain about being able to quickly digest third-party reports and data, some which bears no resemblance to his KPIs
  • Experience. Our client strength was in effective tactical execution. He acknowledged that he lacked the experience in strategic thinking, and to be able to take a helicopter view of the marketplace to think outside of the box to uncover new business.

Solution

  • We interviewed the client to get a brain dump on his business, the challenges and his various hypotheses of where he thinks opportunities can come from. We also sifted through the various internal and third-party data sources and reports, to find possible links to our client’s business
  • By transforming and connecting both the internal and market data, we identified two market segments with growth opportunities. We further tested and reinforced our recommendation with in-depth discussions with, and validation from our client.
  • We helped put together a 15-slide PowerPoint presentation, summarising our key findings and recommendations that our client used in his presentation to his SLT the following week.
  • The report surfaced up to 47% nett new growth for targeted countries, under specific business categories. This was further reinforced by benchmarking the additional growth forecast against matching market performance indicators.

Results

  • The client presented our combined work to his SLT, and received strong support to execute on some of the recommended tactics.  Within a month, he was awarded USD 150,000 to produce and run a regional program to realise one of the growth opportunities.
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IMPROVING OPERATIONAL & EXECUTION EFFECTIVENESS

Improved Marketing Data for Execution

Our China client got us to help understand the framework used to more effectively and efficiently manage marketing data for execution.

Client situation

Our MNC client, based in Beijing, had been tasked to improve the quality of their customer data. Senior management wanted to see measurable increase in marketing returns and customer satisfaction attributed to database marketing efforts.

Specifically, our client had to:

  • Reduce the bounce back rate of email blast (undelivered emails due to non-existent or misspelled addresses)
  • Increase the response rate to customer satisfaction surveys (China had the lowest responses in the world)
  • Increase ROI via the use of targeted marketing, thereby optimising precious marketing dollars

When we met, our client faced several hurdles to clear including:

  • Lack of understanding of their current data assets. There were so many resources that it was difficult to appreciate and identify specific database marketing initiatives to increase ROI
  • Newly-formed practices and governance of marketing data management. Our client had to ensure that the extended team understood the rigour required to administer and use customer data.

Solution

  • We spent time with the client to understand more about the current data usage, the perception among his in-house marketers, as well as key business directions he wants to head in the immediate short term
  • With a better understanding of his requirements, we assessed and provided prescriptive guidance to the client on these broad areas:
    • Increased the appreciation and understanding of data management among his working team
    • Formulated and custom-built a data assessment framework aligned to their business objectives and current marketing execution engines
    • Facilitated knowledge transfer from our own regional experience, and enabled our client to effectively engage his local marketers

Results

  • Our client was able to effectively assess and articulate to his marketers the state of his China-wide data, and the impact to marketing performance
  • We jointly built and agreed on a sustainable data management practice with his tactical marketers to continually improve marketing data for execution.
  • Our client was able to monitor changes in the quality of marketing data through key indicators. This enabled him to measurably increase the quality of their customer data and link it to effective marketing execution.
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Assessed and Enriched Client's Marketing Database Effectiveness

Our client was able to capture current levels of database quality performance, based on business priorities and our assessment report, thus enabling them to plan and allocate resources to enrich and maintain the effectiveness of their marketing data.

Client situation

Our client is part of the regional office responsible for database marketing across Asia Pacific region, in multiple customer segments. The team’s database challenges included:

  • Data quality assessment tools that were not current, inadequate and irrelevant. Current data assessments were operational back-end reports that do not align to the fiscal year’s business priorities
  • Lack of subject matter expertise to define and produce the concise reports required to pinpoint areas to act on or fix

Our client approached us to help in creating a solution to:

  • Understand the baseline data quality levels across nine countries and a variety of audience profiles
  • Track changes and improvements to the quality of the marketing data across time, based on companies, contacts, marketing campaigns and activities, and more.
  • Produce regular reports that regional and local management teams can review, to understand their current data quality state and areas to look into

Solution

  • We exhaustively interviewed the client and stakeholders in various countries –different segment & audience marketers – to understand their current role challenges (with regards to usable marketing data), business priorities and areas where they would like to see alignment
  • Based on our renewed understanding of their requirements, we proceeded to outline an assessment and reporting platform for regional and in-country use
  • We then developed a Microsoft Excel-based report that gave country- and audience-specific assessments on data quality across various dimensions
  • We also presented the report to nominated key stakeholders, highlighting our key observations on data gaps that should be addressed, so that database marketing owners understand and can act on priority areas
  • We ensured that the report was embedded with a self-service data refresh capability, so that it is sustainable for the reporting team to publish

Results

  • Our client and his community of in-country stakeholders were able to build a more holistic database marketing plan, based on a macro assessment of their marketing database asset, instead of focusing on tactical, interrupt-based data fixes when specific issues surface
  • The regional marketing team was able to swiftly identify gaps in database effectiveness, and secured additional budget to enrich its SMB contact data across nine countries
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Refining social media execution

We introduced the idea of using a specialised social media monitoring tool, to help our client track and measure progress of their digital marketing efforts. By using online chatter by prospects as a proxy for market size, our client was able to plan, execute and refine their approach to convert chatter to sales.

Client situation
Our client had already dived head first into social media when we first met them. They had embraced social media as part of their digital marketing blend of activities. They were active on online forums where their targeted audience were discussing about the product categories our client was in.

The challenge was that they were not able to measure success attributed to such endeavour. They were also keen to know if there are other digital activities or online assets they may have missed.

Solution

  • We introduced the concept of implementing social media monitoring. By using technology to regularly scan the Internet and targeted ‘channels’ of discussions, it enabled our client to be able to retrospectively (and then proactively) keep a close eye on new developments in their product category, and respond accordingly.
  • Through active online monitoring using technology and charting tools, our client then planned ‘offline’ tactics to test marketing messages or seize on new-found opportunities.
  • Another side benefit of active monitoring was the ability to identify your brand and product advocates. These are satisfied customers who stand up to defend your products, without your intervention, and share genuine positive experiences. Our clients have been known to engage these advocates to reinforce the relationship.
  • Such social media monitoring tools also enabled businesses to identify active sites where specific profiles of targeted customers ‘hang out’. Marketers can then use the research to plan online advertising campaigns, broad engagement strategy or simply make an immediate offer to progress the decision-making process.

Results

  • Through a target profiling exercise and a methodology for keyword association, our client was able to systematically identify additional opportunities and discussion topics that they could ‘hijack’, and engineer the conversation towards their products.
  • Our client also learnt the discipline of using and monitoring the right keywords for brand, campaign and category. This allowed them to cast their social media monitoring net wide and yet, be able to amplify the “signal-to-noise” ratio. This highlighted the relevant discussions quickly, instead of being bogged down by unnecessary and overwhelming amount of digital chatter. For example, our client was able to determine that their campaign was well-received in the market.
  • By benchmarking with their competitors and their social media activities, they were able to plan and refine their own execution, in order to stay a step ahead, or circumvent a competitive activity. The competitive monitoring procedure also served as proxy to their relative performance in the marketplace.
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Centrally Managing Marketing Data across Asia

We architected and developed a Marketing Data warehouse to centrally manage Marketing data across different countries and align the database schema and functionalities with WW CRM system. With this, our regional client can centrally govern and maintain the quality of marketing data while allowing countries to have the flexibility of using the system for execution as well as aligning to WW infrastructure.

Client situation
Our client manages regional marketing operations for Asia. Each country historically held their marketing data locally without integration into the global solution as a result of system and language challenges. As a result, our client has limited ability to centrally implement data quality governance as well as visibility of the state of the marketing data.

Solution

  • We designed and developed an on premise database solution that allows countries to upload and store their data in a central location while maintaining locally required attributes to facilitate execution.
  • The solution also has an extraction and reporting module that allows ease of data extraction for marketing execution as well as reporting on data quality.
  • The data which is stored in this solution relates to companies, contacts, activities and leads records.
  • To ensure data security, a three-level user access controls were implemented and administered with system administration managed regionally and specific country user access rights granted to each country owners.

Results

  • Countries do not have to depend on local solutions which potentially are not scalable or run their marketing practice using numerous offline files.
  • The regional team are able to leverage the marketing data warehouse and integrate into WW infrastructure in order to align to leverage WW analytics assets and reporting solutions.
  • Centrally managed and governed, the regional team is therefore enabled to drive further data consistency and evolve the data management and database marketing practice further to the countries.
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UNDERSTANDING YOUR BUSINESS BETTER

Supporting business and performance review cycle

ClayOPS provided onsite support to our business client in order to facilitate and coordinate the annual regional business and performance review cycle thereby enabling senior management to have efficient and effective discussions with numerous stakeholders.

Client situation
Our regional client has a yearly business review cycle spanning 1 month, 10 countries which they oversee, involving over 15 business units and over 10 key topics cumulating into a single review with their headquarters. Typically, they would have a business planning manager to support this review process. For this cycle; the business planning manager was on extended leave and they requires the expertise of a person who understood the performance management and business review cycle in order to support the process

Solution
We provided onsite support focus on the following

  • guidance to the countries with respect to the expectations of the review
  • work with regional business units to identify underlying drivers to performance, ensuring there are clear, specific, measurable actions plans established to improve performance
  • provide a report with respect to the regions performance based on a balanced scorecard methodology
  • provide infrastructure and process to facilitate discussions across multiple teams both locally and regionally

Results

  • Review process went smoothly with feedback coming from your client that the support was invaluable
  • All deliverables were provided on time
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Providing actionable insights from social media report

Using data from social media, our client was able to get answers to make some pressing business decisions, as well as gained new actionable insights on areas to invest in.

Client situation
The client wanted his marketing and partner teams to be more agile and responsive to consumer sentiments, taste and purchasing decisions. With insights gleaned from online consumer chatter, he hopes to be able to plan campaigns better and keep his competitors at bay.

Instead of waiting for time-consuming field research, our client wanted to seek immediate answers to some burning questions:

  • Are star models of their products resounding in the marketplace?
  • What features and benefits do consumers want in the product category?
  • What is the value of participating in various (costly) tradeshows?
  • How closely associated are their strategic retailers to their brand and products?

Solution

  • Acting as the client's digital marketing specialist, we identified a social media monitoring company to gather three months worth of consumer voices in cyberspace. We defined and refined the research keywords in order to identify the most relevant consumer feedback.
  • The data was then analysed to find answers to several key business questions that the client wanted answered.  At the same time, we were able to highlight patterns that provided new insights about the broad consumers' purchasing criteria, and even profiles of would-be buyers
  • We provided our client with an almost 60-page report, outlining the key answers he was seeking, summarising our findings across the various categories he defined, and giving new insights and recommendations.

Results

  • The client had the report presented to both the country marketing and distribution/retailer teams, in order to validate the digital market research
  • The report surfaced an emerging online forum in the category the client was in, that the client was not aware of earlier.  He then got his marketing team to invest advertising dollars on that user forum
  • The distribution/retailer team was able to use the report to identify new retail partners to invest in, as well as to re-visit existing partnerships to discuss ways to improve their affiliation
  • The client got answers to his questions including: their brand share of voice increased during tradeshows, indicating positive consumer awareness; different consumer profiles wanted different features in the product – confirming their approach to deliver targeted marketing messages
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Enhancing business dashboard to uncover revenue

ClayOPS helped a marketing client to migrate and improve an existing business dashboard that enabled its regional business users to realise additional revenue opportunities.

Client situation
Our client already had a business dashboard built a year ago, to track their customers' activation and consumption rate of product benefits.  Although it had an inconvenient process to update the monthly data, the tool was well-received.  However, it was recently discovered that the technology that the dashboard was built on was not compliant to their internal IT guidelines.  As the business tool was critical in supporting regional planning and discussions, our client needed the application converted to their compliant (and better performing) technology platform, yet still retain the user interface for continuity.

Solution

  • We reviewed the way the existing dashboard was built, its dependencies, data sources, and complexity of transforming and displaying the data.  We then recommended areas for improvement and streamlining, which our client accepted.
  • With the approval, we progressed to convert the user interface, which has to be re-created from scratch, as well as to build data integration capabilities at the back-end in order to access the monthly data files
  • We value-added by collaborating with the client's Operations department to automate the creation of the data source files each month, so that there is no manual intervention required.  All the Operations data specialist had to do was drop the pre-defined and refreshed data report into a folder, and the dashboard displays the latest information automatically.
  • With enhancement requests from subsidiaries, we built version two of the dashboard to extend the user base to include account managers, partner managers and even field marketing managers, who can then act on the details provided to realise new revenue opportunities.

Results

  • The new-and-improved dashboard was launched to our client's peer community in the region. Feedback around performance, compared to the original tool, has been positive.
  • Sales personnel are going through the data mining capability to identify incremental sales opportunities. The enhanced workflow allows them to investigate possible causes of low performance and act on them with follow-up solutions.
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Implementing an effective balanced scorecard reporting

We helped a client and their regional peers drastically save 60 percent of their time on reviewing business performance, and improved KPI transparency.

Client situation
Our client's organization has implemented a balanced scorecard approach to track key performance indicators of its various businesses, across the region. There were over 20 metrics to monitor, and each metric had underlying and varied data points. Monthly reviews of these key performance indicators (KPIs) by senior executives and country stakeholders were time-consuming, confusing, and debatable. Stakeholders could not understand and agree on the derived scores and status for their markets and business units.

Solution

  • We implemented a web-based business dashboard, simplifying the business engine performance through several client-selected KPIs, as well as at-a-glance country scores
  • The interface aggregated disparate information from all over the organization to provide visibility, transparency, and more importantly, insights on performance and trends
  • To help senior executives prioritise and dive in on any of the over 20 metrics, the pervasive web-based interface was designed to provide traffic light-like visual status (red = requires immediate attention, yellow = some non-performers, green = all is well)
  • By re-working the back-end reporting process, we were able to ensure that the business charts and scores automatically reflected the latest monthly information

Results

  • The dashboard identified opportunities and areas of concern, which were previously not obvious, and facilitated rigorous business discussions around them
  • Data was made available much earlier because it was retrieved directly from the source rather than depend on numerous human stakeholders and their reporting capacities.
  • Client expressed that the implementation of the web-based dashboard has saved the working team and stakeholders 60 percent of time, amounting to 900 man-hours per month.
  • One country leader commented that the online tool helped focused discussions on opportunities and matters that requires attention, rather than wasting time on debating over credibility of data
  • The client's management team featured the scorecard dashboard as a best practice to their peers during a worldwide high-level business review.
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Making Sense of Social Media Data

We applied a performance management framework on top of social media monitoring data. With that, our regional client was able to oversee the social media ROI that their marketing efforts were driving across time and countries.

Client situation
Our client recently embarked on monitoring social media as part of their digital marketing efforts across multiple countries in the Asia Pacific region. For each country, our client received monthly reports in PowerPoint format that showed performance around key metrics. Our client wanted to identify best practices that can be adopted but was unable to conveniently compare results across markets. There was also no clear performance management methodology in place to drive execution excellence in social media marketing.

Solution

  • We implemented a web-based business dashboard, simplifying the social media performance through several client-selected KPIs, as well as at-a-glance country scores.
  • We proposed the concept of a Social Media Index, to aggregate the key KPIs into a relative score. Using that scoring system, our client was able to quickly determine campaign and country progress. It also provided visibility, transparency, and more importantly, insights on performance and trends.
  • We also incorporated the ability for subsidiaries to provide their own commentaries and feedback to explain key performance drivers.

Results

  • The dashboard exposed performance measures for all countries to view, and through that, rich discussions surfaced with respect to their performance. The tool also exposed the underlying 50-page monthly social media report, enabling practitioners to zoom in country strategy and tactics. As a result, other countries were able to learn and adopt such good practices.
  • The web-based tool helped to drive a step change in social media marketing to focus on quantifiable outcomes and business metrics.
  • It provided transparency and visibility of the social media marketing efforts to senior executives in light of the company's emphasis towards digital marketing.
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Digital and Social Media Training

We helped our client understand how to operationalize the application of digital and social media in their organization as well as coached them on the use of the appropriate tools.

Client situation
One of the leading institutes of higher learning in Singapore was developing a course module around social media monitoring and analytics and at the same time looking at how to use social media more effectively internally. The institute had to

  • Understand the applications of digital and social media in business context
  • Trained students on the analytics tools available to measure digital and social media performance

Their challenges included:

  • Real life scenarios and case studies. In their own self learning, they have been equipped with the concepts and principles behind digital and social media, however there was a lack of local case studies that helps to incorporate business context and relevance
  • Availability of tools in the market. With the availability of numerous tools in the market to support digital and social media performance measurements, it would have taken a very long time to comprehensively identify the right tools to be used in their course curriculum
  • Operationalizing their strategy. There has been efforts by the institute to develop and execute their social media strategy, it was however not as holistic and operationalize as it can be.

Solution

  • We interviewed the client to understand their training and internal usage needs, requirements, looking specifically into the level of understanding they need to equip their students with, the current level of understanding of digital and social media among lecturers, the level of comprehension among students attending the course, the course intensity and the amount of lecture, tutorial and practical time dedicated to this course.
  • Based on our understanding of their requirements, we developed a 3 day training course peppered with local case studies and real business use context catered to providing the following
    • A refresher on the principles of marketing and how it relates to digital and social media marketing
    • Integrated customer engagement and marketing and how digital and social media fits into the mix
    • Deep dive into social media marketing and the applications and considerations
    • Delve into social CRM and the considerations that affect adoption
    • Hands on training on web analytics tools with respect to incorporating code and extracting data insights
    • Hands on training to social media monitoring tools and the methodology surrounding its effective usage

Results

  • The lecturers specifically mentioned that the case studies were very relevant and they would make use of it as part of course material.
  • As a result of the training, we have received referrals to present similar training to other faculties in the institute.
  • We received positive feedback across the board, here are some snippets of the positive feedback collected:
    • “The entire workshop was a great eye opener. Many great ideas that I could take away with us.”
      • Deputy Director for student outreach
    • “The tools touched on were vital for my understanding and deployment
      • Lecturer, School of Business
    • “Theory, practice and case studies well married together”
      • Lecturer, School of Digital Media & IT
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Identifying Trends across Listening Systems

We developed a dashboard that aggregated data across more than 6 disparate customer service listening systems and identified key leading trends. With this, our regional client can quickly identify consistent issues across different countries and customer service divisions in order to recommend appropriate changes to business processes and products.

Client situation
Our client manages regional customer service operations for Asia across different business divisions. Each of the business divisions has a different CRM system which collects customer service agent logs and feedbacks, issues and escalations. Customer Service operations being the front line of contact with customers would be the one who can identify potential issues in its early stages before the issues become mainstream. However, our client lacks the ability to scan across multiple systems to identify potential topics of similar concern.

Solution

  • We implemented a web-based solution, aggregating data across the multiple listening systems and countries.
  • The interface identify commonly highlighted topics across the different listening systems in a single view.
  • It allows management to drill down on specific topics to determine trend across time .
  • In order to facilitate discussion, the dashboard has ability to incorporate feedback from the management team in a commentary area, thereby allows management to provide context around the trends identified.

Results

  • The dashboard provides a means for the customer service teams to share trends identified with business and product stakeholders. It also allows the customer service team to recommend a course of action to address the topics of concern and measure the impact of the changes across time for the specific topic.
  • The ability to aggregate insights across systems were not originally available and as a result, the engagement between teams are unprecedented.
  • Allow business and product management teams to understand the voice of the customer in an aggregated manner.
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