7 deliver world class customer experience with big data and analytics and location based services

#BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.1
Deliver World Class
Customer Experience
with Big Data & Analytics and
Location-Based Services
Eddy Chan
Solutions Manager, APAC Business
Analytics COE
10-Oct-2013

#BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.2 Sources: Facebook 10Q, June ‘12 (Total Monthly Active Users); Comscore Datamine Study, Feb. ‘12
As of October 2012, Facebook had
more than 1 Billion active users.
20% of all time spent online
is spent on social platforms.
#1 online activity
Technology has changed how we interact …
Of all uses for a mobile
phone, making a call only
ranks 5th.
Social Media is 2nd.

CUSTOMERS TAKE CONTROL
1% of consumers feel that
their expectations for a
good experience are met
94% of consumers will pay
more for a better
customer experience
89% of consumers switched
to a competitor after a
poor experience
Power Has Changed
Has Your Business?
 Mass media  The Internet / 1:1  Social / Mobile

THE SAME
APPROACHES NO
LONGER WORK IN THE
AGE OF THE CUSTOMER

Why Boards love Customer Experience
CX Leaders Outperform !!

Proving the Value of Customer Experience
ACQUISITION
Increase Sales & Adoption
RETENTION
Build Trust & Strengthen
Relationships
EFFICIENCY
Reduce Costs & Effort
GENERATE MORE
OPPORTUNITIES
IMPROVE CUSTOMER
SATISFACTION
INCREASE SELF-
SERVICE SUCCESS
INCREASE
CONVERSION RATES
IMPROVE SERVICE
QUALITY & RELIABILITY
REDUCE COST PER
INTERACTION
INCREASE AVERAGE
ORDER VOLUME
DRIVE LOYALTY &
ADVOCACY
IMPROVE SERVICE
PRODUCTIVITY
Measurable Metrics

82% of Companies Lack Visibility Into CX Value
Source: Dynamic Markets, “Performance Management: An Incomplete Picture” April 2011
Products
Services
Channels
Customers
Brands
Projects

Mobile
Social
In Store Contact Center
Field Service
Direct Sales
Channel SalesWeb
Oracle
Marketing
Oracle
Commerce
Oracle
Sales
Oracle
Service
Foundational Tools
Oracle Cloud
Infrastructure and
Platform Services
Oracle MDM, BI and
Decisioning Tools
Oracle Integration and
BPM/SOA Tools
Oracle
Social
Oracle Mobile, Portal
and Content Tools
 Leader in CRM Lead Management
 Leader in E-Commerce
 Leader in Sales Force Automation
 Leader in CRM Web Customer Service
 Leader in CRM for Large Organizations
 Leader in CRM Customer Service
Contact Centers
 Leader in CRM Suite for Customer
Service Solutions
Oracle CX connects every engagement your customer
has with your brand

How Oracle Powers
Great Customer
Experiences

Oracle CX delivers for you
And your customers
SMARTER SALES
Sell More
Know More
Grow More
COMMERCE ANYWHERE
Personalize Experiences
Connect Interactions
Drive Results
MODERN MARKETING
Engage Audiences
Know Buyers
Drive Revenue
CONNECTED SERVICE
Understand Needs
Solve Problems
Delight Customers

Smarter Sales
Sell More, Know More, Grow More
Ensure sales reps are selling the
most appropriate products to
customers based on what they
own and need

Sell More, Know More
Overcome Challenges for a Complete View
EMPOWER USERS WITH
INSIGHT & TOOLS
51% lack quality, reliability or
comprehensiveness of
data for #1
43% lack of effective systems
to gather and analyze
data for #2
Source: The EIU, In Search of Insight and Foresight: Getting more out of Big Data, April 2013

Improve Data Quality and Accessibility
Standardize and Organize Data
 Consolidate multi-structured data
and sources into one repository
 Cleanse data by standardizing,
error-correcting, and de-duping
 Govern data by definition,
regulation, auditing, and access
 Share master data for better
insight to increase sales and trust

 90,000 SKUs receiving 129,000 hits a day
 Improved user uptake by 300%
 “This makes it much easier for staff to find
product information at the click of a
button—helping us to increase store
manager and customer satisfaction, grow
sales, and reduce costs.“
Scott Heyer, Manager of Store Systems
Standardized product information for higher
quality on-line search for in-store sales
Smarter Sales
Quality Data
Solution components: Oracle Enterprise Data Quality, Oracle Endeca Guided Search

Oracle Analytics Enhance CX
Start anywhere and evolve
COMMERCE ANYWHERE
SMARTER SALES
CONNECTED SERVICE
Quality
Data

CRM ANALYTICS
SALES
 Pipeline Analysis
 Forecast Accuracy
 Up-sell/Cross-sell
 Cycle Times
 Lead Conversion
 Sales Team
Effectiveness
MARKETING
 Campaign
Effectiveness
 Customer Insight
 Product Propensity
 Market Basket
Analysis
 Campaign ROI
SERVICE &
CONTACT CENTER
 Effectiveness
 Satisfaction
 Resolution Rates
 Efficiency
 Service Cost
 Service Trends
ORACLE BUSINESS INTELLIGENCE FOUNDATION
And Other
Operational Sources
PRICE
 Price Segments
 Price Waterfall
Analysis
 Deal Life Cycle
 Deal Desk Analysis
 Product Pricing
Performance
LOYALTY
 Member
Demographics
 Membership Trends
 Promotion Cost
 Promotion
Effectiveness
 Points Analysis
Explore Organizational Insight
Operational Reporting & Dashboards
 80+ pre-built analytic
applications
 800+ pre-defined metrics
 Source adapters for data
integration

Sales Operations Dashboard

Geographically Visualize Insights

 Maximize cross- and up-selling
opportunities
 Improve campaign success rates, and
enhance customer support
 Simplify management across IT stack
 Minimize downtime or performance
issues in a critical, client-facing
environment
Accelerated and simplified customer
experience insight
Solution components: Oracle Marketing Analytics, Siebel Contact Center, Oracle
Business Intelligence , Siebel Communications, Media, and Energy, Sun SPARC
Smarter Sales
Operational Reporting & Dashboards

Customers
“.. zoom feature must
be broken, seems
stuck on wide angle
setting..”
Influencers
“.. the D150 is not user-
friendly but is an
excellent camera for the
amateur photographer..”
Competitors The Public
“.. our new model
surpasses the D150 in
quality, functionality
and ease of use..”
“..posted some more
landscapes from my
D150. Love it, picture
quality is awesome..”
Explore the Insight from Conversations
Discover topics, consistent themes, consumer sentiment and more

Combine Structured and Unstructured Data
“Why didn’t
younger buyers
respond as we
expected?” A: smaller target
population than
previous campaign A: no issues with
availability in stores
Answers from Structured Data
A: negative sentiment about
campaign spokesperson
A: issues with lens A: not user-friendly
“.. zoom feature must be
broken, seems stuck on
wide angle setting..”
“.. the D150 is not user-friendly
but is an excellent camera for
the amateur photographer..”
“.. I can’t believe John Doe was
spotted taking pictures with their
#1 competitors camera..”
Answers from Unstructured Data
Interactive Dashboards

Kraft Uncovers Root Cause Of Sales Spike from Social Media
Oracle Endeca Information Discovery
With 25,000 employees in the United States and Canada, Kraft Foods is North
America’s 4th largest consumer packaged food and beverage company, with revenues
of approximately $19 billion
Before
 Within consumer marketing group, wanted to better
understand the consumer so can more effectively
market to them and sell more products
 Found traditional data sources were often
unable/insufficient to explain variations in sales and
performance in product and brand.
 Difficult to combine non-traditional data sources, like
Social Media, customer service call reports,
customer satisfaction surveys, to help investigation
 Unexplainable spike in Macaroni and Cheese sales

Kraft Uncovers Root Cause Of Sales Spike from Social Media
After
 Combined structured data (internal data for all
orders, AC Nielson data for promos, for ad spend)
with unstructured data from call center transcripts in
CRM and social media data
 Successfully found root cause of a spike in Macaroni
and Cheese sales out of noisy data, related to
YouTube viral video of new voice-over artist for the
product.

Predictive Analytics to Anticipate Behavior and Forecast Business
ADD FORESIGHT TO INSIGHT
75% of execs at top performers
say predictive analytics is
the most critical for #1
47% of execs at top performers
say scenario modeling is the
most critical for #2

ADD FORESIGHT TO INSIGHT
8%
of organizations use
predictive modeling,
optimization, or data-
mining extensively
Predictive Is Critical Yet Has Low Adoption
Source: Gartner BI Platforms User Survey 2011: Customers Rate the BI Platform Functionality
30% of organizations use
predictive at all

Predictive Analytics
 Identify next likely action in
purchase, churn, or fraud
 Analyze “baskets” for patterns,
associations, and relationships
 Reduce risk for product launches
and missing targets
 Detect outliers and anomalies for
promotion or prevention
Variety of Scenarios

 Monitor numerous parameters for up
to 10 billion daily call-data records
 “We can analyze large volumes of
customer data and call-data records
easier and faster than with any other
tool and rapidly detect and combat
fraudulent phone use.”
Hasan Tonguç Yılmaz, Manager
Anticipate risky customer behavior with
in-database predictive analytics
Anti-Fraud Predictive Analytics
Solution components: Oracle Advanced Analytics, Oracle Exadata Database Machine
avings
Traditional Analytics
Hours, Days or Weeks
Data Extraction
Data Prep &
Transformation
Data Mining
Model Building
Data Mining
Model “Scoring”
Data Preparation
and
Transformation
Data Import
Model “Scoring”
Embedded Data Prep
Data Preparation
Model Building
Oracle Advanced Analytics
Seconds, Mins or Hours

Smarter Sales
Sell More, Know More, Grow More
Align scenarios analysis and allow
course corrections when
unexpected events impact the
forecast

Model CX Value and Performance
 Model customer acquisition,
retention, and efficiency metrics
 Forecast and simulate impacts
 Calculate lifetime value
 Reduce planning cycle times
Scenario Analysis

Model Scenarios More Accurately
• Only 3 possible outcomes
• Limited view of risk
• What are most important risk factors?
• What are the odds I’ll make the target?
• Which outcome is most likely?
The Old Way
Single Point Scenarios
The New Way
Thinking in Ranges
• Full range of outcomes
• Illustrate probability of outcomes
• Immediate visibility into inherent risk
• True risk analysis for value of CX

Visualize CX Performance
Strategic Scorecards
Trees
Maps
Contribution
Scorecards

Commerce Anywhere
Personalize Experiences, Connect Interactions, Drive Results
Present relevant and personalized
offers to give customers what they
are looking for

Commerce Anywhere
 Creative headers, images, messaging, and product
content is optimized to experiment conversions
 Variety of data in customer profiles, sentiment, and
historical transactions are combined for context
 Each click generates several predictive model
combinations generating call to next best action
 Real-time, self-learning analytics automatically
improves presentation and suggestions for high-
velocity marketing for billions of daily decisions
Personalize Experiences, Connect Interactions
Web
Fully dynamic and personalized cross-
channel user interactions
offer / product / content / user flows
Store
Social Media
Mobile

Connected Service
Understand Needs, Solve Problems, Delight Customers
Offer customers the right
products and service when
they contact us
Recognize patterns in
service issues, and social
media early

Commerce Anywhere and Connected Service
 Sales
 Customer Acquisition Targeting
 Cross Sell/Up Sell / Guided
Selling
 Next Best Action/Approval
 Marketing
 Next Best Action/Offer
 Interactive Campaigns
 A/B and Multivariate Testing
 Service
 Next Best Action/Treatment
 Customer Retention
 Risk and Anti-Fraud
Automated Decisions
Process Integration at Every Point of Interaction

Commerce Anywhere and Connected Service
Rules &
Predictive Models
Interaction &
Customer Data
Content Library
& Choices
Automated Decisions
Next Best Action
Recommendations
Acquisition, Retention
& Efficiency Goals
Self-Learning
Process Integration for Prescribing Next Best Action
Closed
Loop

 $132M in net new revenue in 2012
 40% reduction in cost of dispatch
 30% increase in NPS
 “The insights are amazing. You can
really see customers' buying patterns
and interests, how they change over
time, and we can take action on that.”
Mark Sucrese, Marketing Director
Next Best Action for call centers, direct sales,
email, mail, mobile, chat , social, web
Commerce Anywhere & Connected Service
Decision Process Integration
Solution components: Oracle Real-Time Decisions, Oracle Business Intelligence Suite,
Oracle Siebel CRM, Oracle Eloqua, Oracle WebCenter Sites

 Improved sales conversion rates and value,
problem resolution, and reduced churn by 20%
 Increased employee retention and confidence
by 65%
 “The real-time capability takes into account
any contextual data that occurs in the
interaction with the customer, which is
exceedingly valuable.”
Alistair Dixon, Head of Delivery, Retail
Business Intelligence
Next Best Action for call centers, on-line,
and in stores
Commerce Anywhere & Connected Service
Decision Process Integration
Solution components: Oracle Real-Time Decisions, Oracle Business Intelligence Suite,
Oracle Right Now

Foundation
Oracle Customer Experience Foundation
Data Management Integration, Automation,
Decisioning
Collaboration & Business
Intelligence
Unstructured
& Structured
Analytics
SocialIntegration Business
Process
Mgmt
Real-time
Decisioning
Customer
Hub
Product
Hub
Collab-
oration

Business areas that will
receive investment for
innovative analytical
capabilities
0 10 20 30 40 50 60
HR, workforce, and talent
Supply chain/procurement
Sales
Marketing
Research/product develoment
Customer interactions
Strong performers Average and weak performers
Top Performers Prioritize Analytics in CX

Location-Based Services Used to Mean...
785 Peabody Rd.
12 Turk Ave.
87 Lima Ct.

...Then Cell Phones Broadcast Your Location

When you Connect and Engage, you…
IMPROVE CUSTOMER SATISFACTION AND
RETENTION
INCREASE CONVERSION RATES
BUILD BRAND LOYALTY

Locate the customer
Understand the
customer
Build and deliver the
offer
Challenges

Locate The Customer
1 LOCATION
2 SPEED
3 DIRECTION
4 CONTEXT

Understand The Customer
ENGAGE
DELIGHT
UNDERSTAND

Build And Deliver The Offer
1 RELEVANT
2 LOCATION-AWARE
3 MEASURE
4 OPTIMIZE
Decisions

Four Examples
Company Location-Awareness
Turkcell Cell-phone
European Bank ATM
Global Bank PoS
San Francisco MTA Smartphone App

 800,000+ subscriber related
events per second
 50+ simultaneous campaigns
 Less than 1 second times
 Scalable architecture, ready to
expand on demand
1.5B Billion Daily Events
Location-based Mobile Billboard
Turkcell

 Customer profile enrichment
with Big Data
 Capture movement of ATM
users (geo-fencing), as well as
patterns in their usage with
event processor
 Generate coupons to mobile
device with decision engine
Market Segmentation and Geo Fencing
European Bank

 Customer profile enrichment
 Capture credit card POS and
merchant data
 Geo location of POS
 Geo location of nearby bank
wholesale customers
 Generate offer to mobile device
with decision engine
Real-time Offers and Geo Fencing
Tier 1 Global Bank

 Integrated to help citizens easily
find over 8,000 of San
Francisco’s parking spots
 Real-time data and demand-
responsive pricing work
together to readjust parking
patterns
Early Adopters of the Future
SFpark Mobile App

Locate the customer
Understand the
customer
Build and deliver the
offer
Location-Based Services with Oracle

 Analyze in real-time
massive data streams
 A complete solution for
building applications
 Filter data before it
clutters your data
warehouse
Filter and Correlate
Oracle Event Processing

Combine and explore
diverse, unstructured
data
Fast answers to new
questions to meet
business demands of the
user
Discover New Insights

R code and/or SQL
Models run in-database
Large data sets
Built-in security
Uncover Hidden Relationships
Oracle Advanced Analytics

Geographical location
Physical network
Virtual relationships
Analyze Based On Location
Oracle Spatial and Graph

Self-learning predictive
analytics, business rules
Personalized multi-
channel recommendations
Maximize the value of
every interaction
Automate Decision Making
Oracle Real-Time Decisions
Arbitration
Goals
Rules &
Models
Automation

Conclusion
 Large, growing opportunity
 Becoming broadly accessible
 Complete Oracle solution

7 deliver world class customer experience with big data and analytics and location based services

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7 deliver world class customer experience with big data and analytics and location based services