Capgemini Super Techies Show - The Epsilon Challenge

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Capgemini Super Techies Show Season 3 - Epsilon Challenge
Copyright © Capgemini 2014. All Rights Reserved 2
The Facts
 Epsilon is a global Marketing Services company that primarily services large
international firms
 It provides a broad range of loyalty marketing services, spanning database
marketing, direct mail, email marketing, web development, loyalty programs,
analytics, data services, strategic consulting and creative services, among others
 Ad Age has ranked Epsilon among the top marketing services firms and direct
marketing agencies for several years
 In late February 2013, Facebook announced partnerships with four companies,
including Epsilon, to help reshape its targeted advertising strategy

Background on Challenge
Marketing services for large companies encompass agency, data and marketing
technology requirements to service their acquisition, onboarding, retention and
loyalty needs
Marketing has been trending toward digital communications to consumers for
some time, and many companies are transforming their marketing tactics to
connect to digitally savvy consumers
With all the progress that has been made to connect to consumers through digital
channels, marketers still have trouble understanding how to use all of the data
available through social networks. This is particularly true for companies that are
not large
 According to eMarketer, social media growth worldwide was 19% in 2013 with
52% population penetration in the US, 50% penetration in the UK and 37% growth
in India

The size and stability of the middle
Medium-sized companies make up a large portion of the economies of many
large countries
 1/3 of the private sector GDP (roughly $2–$3 trillion of the $9–$10 trillion private
GDP) of the US is made up of medium-sized businesses. This alone would be
comparable to the GDP of either India or Russia
Medium-sized companies actually grew jobs during the recession and continue to
do so. This phenomenon has been observed across many countries
 Typically medium-sized companies are not public but have been around for
several decades, which provides work stability and feeds consumer confidence

Capturing the opportunity in the middle
With over 200,000 US companies in the middle, Epsilon could build a sizable
practice if it captures at least a fraction of this market. Setting a target of
acquiring 2,000 of these companies as clients could build a sustainable business
unit that does not exist today at Epsilon
 Epsilon wants to serve the middle by helping them tackle the following challenges:
 Medium-sized businesses have loyal customers, but can have a tough time acquiring new
customers and lack the acquisition funding engines of large companies
 Just because medium-sized companies are smaller in size, it doesn’t mean that they
don’t have the same challenges in reaching digitally savvy consumers
 Social influence can have a major impact in creating advocacy for medium-sized
businesses and drawing in new customers

The Problem
Medium-sized businesses can benefit from meeting the following marketing
needs:
Requirement for a cost-effective way to engage in social media to attract new
customers, build advocacy and participate in servicing customers
Need to automate analysis and performance due to the tendency to run lean in
their staffing and the inability to afford dedicating a major part of their staff base
to their social marketing efforts
Need to be able to reach across many social media venues but shackled by
the inability to afford development of bespoke solutions for each
Requirement for simple measurements to ensure that their social activities are
driving their business forward—Winning new customers and ensuring that they
are satisfied is critical

The Challenge Statement
Suggest a cost-effective design for a SaaS application that would be targeted
at medium-sized businesses and would assist in automating:
 Classification of individuals participating in social media based on
• Topic and sentiment
• Interests
• Advocacy of the medium-sized business’ brand
 Prioritization of consumers identified through the classifications
mentioned above and development of a target list (or lists) for the
marketer
 Engagement of a marketer at the medium-sized business in a dialogue
with the target list of individuals
 Actualization of all of this across several social media venues

Important Points to Remember
The solution should:
Have an elegant and simple design
Be aligned to how much a medium-sized business will actually pay (price
sensitivity)
Need minimal support
Be easy to use
Epsilon expects to see a high-level SaaS functional design and an
understanding of the business model

General Pointers
• Time allotted for solution presentation: Teams will be given 20 minutes for a
detailed presentation to judges (off-camera) and 3 minutes for a high-level pitch (on-camera)
• Mentor consultation:
- Call: Teams will have access to a 30-min audio call with a Capgemini expert; the
teams are expected to keep questions ready for the call in advance
- Email: Additionally, teams can send one email with questions to the expert anytime
before the final solution submission
Tip: Mentors will take at least 48 hours to revert; therefore, the earlier the questions
are sent, the better
• CXO interaction:
- Call: All teams will get to be part of a 30–45 min audio call with the CXO of Epsilon;
during the call, teams can direct questions pertaining to the challenge to the CXO
- Date and time of the call: To be confirmed

www.capgemini.com
The information contained in this presentation is proprietary.
© 2014 Capgemini. All rights reserved. Rightshore® is a trademark belonging to Capgemini.
About Capgemini
With more than 130,000 people in over 40 countries, Capgemini
is one of the world's foremost providers of consulting, technology
and outsourcing services. The Group reported 2013 global
revenues of EUR 10.1 billion.
Together with its clients, Capgemini creates and delivers
business and technology solutions that fit their needs and drive
the results they want. A deeply multicultural organization,
Capgemini has developed its own way of working, the
Collaborative Business ExperienceTM, and draws on Rightshore ®,
its worldwide delivery model.

Capgemini Super Techies Show - The Epsilon Challenge

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Capgemini Super Techies Show - The Epsilon Challenge