EMI Music is one of the top global recorded music companies and represents artists spanning all musical tastes and genres including Lily Allen, Coldplay, and Pink Floyd. No longer able to rely on mass marketing to drive in-store sales, EMI Music had to figure out who, exactly, was downloading its artists' music, and how to maximize communications with those consumers to strengthen relationships and drive more revenue. EMI Music opted for enterprise marketing software from Neolane that would help the company better capture consumer information from multiple sources and integrate its disparate CRM and customer analytics applications.
EMI's New Tune Wins New Fans, Online
Customer name: EMI Music Industry: RetailLeading music company implements Neolane to establish one-on-one Business Need: New B2C market-ing communications networkrelationships with millions of fans via mail, email and mobile Technology environment: MicrosoftWindows SQL Server
EMI Music is one of the top global record- lenge of not being able to identify in-store "Neolane enables us to storeed music companies and represents artists customers, that information is consideredspanning all musical tastes and genres proprietary by retailers. all of our customer informa-including Lily Allen, The Beach Boys, tion in one central, de-dupli-The Beatles, Coldplay, Norah Jones, Kylie As a result, EMI Music opted for enterpriseMinogue, Pink Floyd and The Rolling marketing software from Neolane that cated database that we canStones. would help the company better captureconsumer information from multiple refer to at any time. We areTraditionally relying on mass market brick- sources and integrate its disparate CRM much more independent; weand-mortar retailers to drive market share and customer analytics applications. Thisand revenues, the emergence of digital intelligent marketing solution allows EMI can now run our own cam-media formats and the popularity of online Music to get to know its customers on paigns without the help ofretailers like iTunes dramatically impacted a granular level, and communicate in aEMI Music's margins. As sales of CDs more personalized manner. third parties - regardless ofbegan to plummet, the music industry as the channel." a whole was left scrambling to reinvent Neolane provides a marketing systemitself. of record for all customer dataEMI Music faced the daunting challenge Facing declining revenues and lagging of organizing customer data derived from OBJECTIVESconsumer demand, EMI Music moved to different databases, from numerous dataembrace the digital music age. However, it Reinvent business model andcapture systems and from various chan- strengthen the brand through per-quickly recognized that if its business nels, including registration cards, email, sonalized customer relationshipsmodel was undergoing a transformation, direct mail and artist websites. Neolane'sso too would its marketing and sales Reverse sales decline platform allows EMI Music to capture andstrategies. No longer able to rely on mass Build centralized customer store customer data in a centralized data-marketing to drive in-store sales, EMI database and gain deeper base, and to continually merge, purge and customer knowledge Music had to figure out who, exactly, was de-duplicate the information. Subsequently,downloading its artists' music, and how to Implement cross-channel Neolane helped EMI Music's marketingmaximize communications with those con- campaigns incorporating mail,staff precisely target customers according email and mobile channelssumers to strengthen relationships and to media habits and preferences, musicaldrive more revenue. tastes, online behavior, shopping habits RESULTSAt first, the company relied exclusively and sociodemographics. Today, nearly on market research and focus groups to 100 targeted campaigns are launched each In 18 months, digital revenuesgather customer data and understand month on the basis of these criteria. nearly offset the decline in physical salescustomer preferences. EMI Music soon "We can create and define the consumer On track to meet projected goals realized this approach was very costly and profiles that interest us based on a range of ensuring 25 percent of revenuedelivered insufficient results. With musical of conditions such as artist, musical genre, comes from legitimate music tastes being so personal, this mass market label and others," said Guillaume Pech- downloads by 2010 approach was not helping the company to Gourg, Head of Content and Customer Ability to create new, targetedget to know its customers one-on-one. Relationship Management at EMI Music products such as compilation CDsEMI Music also faced the additional chal- France. "If we're running an email based on customer preferencesJust 18 months after implementing Neolane's automated marketing solution, EMI Music's digital revenues nearly offset the decline in physical sales, whichdemonstrated the effectiveness of its new marketing approach.
campaign, we can track openings and to gather individual music preferences andclick rates with precision as soon as the ... [download for more]
