Effectively spend your acquisition resources to enrich your inbound and outbound programs. See how you can provide relevant personalized messaging and offers through the right channels, to dramatically increase acquisition efforts to gain top potential highest value customers.
Acquisition and Beyond: Using Customer DNA to Gain and Keep Valuable Customers
1. Acquisition and Beyond:
Using Customer DNA to Gain and Keep Your Best Customers
February 18th 2015
Steven Noels
CTO, NGDATA
2. 2Copyright 2014 NGDATA
®, Inc. Confidential – Distribution prohibited without permission
Attracting a new customer costs five times as much
as keeping an existing one.
(Lee Resources 2010)
3. 3Copyright 2014 NGDATA
®, Inc. Confidential – Distribution prohibited without permission
Acquisition Targets
Anonymous Identified Existing
customers
4. 4Copyright 2014 NGDATA
®, Inc. Confidential – Distribution prohibited without permission
Traditional Acquisition is Costly and Ineffective
▪ Testing messaging and offers is costly and
time consuming when marketing to broad
segments
▪ Personas and segments are defined at a
point in time, meaning real-time knowledge
is not applied to improve communication as
individual preferences evolve over time
5. 5Copyright 2014 NGDATA
®, Inc. Confidential – Distribution prohibited without permission
Traditional Acquisition (Continued)
▪ Individuals interact with each
channel differently
▪ Not using multi-channel data
means missed opportunities to
connect with the right customers, at
the right time and in the right way
▪ Customers expect to be treated as
individuals
6. 6Copyright 2014 NGDATA
®, Inc. Confidential – Distribution prohibited without permission
A customer is 4 times more likely to buy
from a competitor if the problem is service
related vs. price or product related.
-Bain Consulting
7. 7Copyright 2014 NGDATA
®, Inc. Confidential – Distribution prohibited without permission
The Value of Personalization
However, few companies have been able to implement
Source: Econsultancy, Digital Marketing Exchange
of those surveyed believe that "personalization is
critical to our current and future success”
94%
8. 8Copyright 2014 NGDATA
®, Inc. Confidential – Distribution prohibited without permission
Technology Barriers
regard IT roadblocks and lack of technology as
barriers to adopting or improving personalization
Source: Econsultancy, Digital Marketing Exchange
No Solutions – No Automation – Manual Work – Low ROI
84%
9. 9Copyright 2014 NGDATA
®, Inc. Confidential – Distribution prohibited without permission
Organizational Barriers
“Customer centricity is a culture of putting the customer
at the center of everything you do.”
—BRIAN SOLIS
Organizational change is required to put the
customer front and center.
This means more than just a technological change, it means
a desire to put the customer first.
10. 10Copyright 2014 NGDATA
®, Inc. Confidential – Distribution prohibited without permission
Using personalization to support
the different phases of acquisition
11. 11Copyright 2014 NGDATA
®, Inc. Confidential – Distribution prohibited without permission
Use current customer history to
enhance the web experience of
the unknown prospects
Personalize the on-boarding
experience
Create acquisition campaigns
that have the right messages
and incentives for your
audience for further
engagement
Build individual profiles on
anonymous visitors.
Apply customer behavioral
information to anonymous
profiles to create an effective
multichannel experience
Personalized Profiles to Attract Unknown Customers
12. 12Copyright 2014 NGDATA
®, Inc. Confidential – Distribution prohibited without permission
Use knowledge of customer
and past anonymous prospect
behavior to make relevant
offers.
Create acquisition campaigns
that have the right messages
and incentives for your target
audience.
Identify top potential
converters/ highest value
prospects.
Provide a unique web
experience based on
behavioral data, appropriate
offers at the right time,
anticipate prospects needs
through the process.
Engage Identified Prospects
13. 13Copyright 2014 NGDATA
®, Inc. Confidential – Distribution prohibited without permission
Use current customer history to
enhance the web experience of
the unknown prospects
Maximize the return on
investment within the first
few months of acquisition.
Increase customer lifetime
value.
Use DNA to improve service
immediately after acquisition
to increase cross and upsell
likeliness
Upsell/Cross Sell Current Customers
14. 14Copyright 2014 NGDATA
®, Inc. Confidential – Distribution prohibited without permission
What is Customer DNA?
a collection of 1000s of predefined
metrics, calculated in real time and
organized per identified customer
based on a variety of interaction-
and fact-based data sources, using
a variety of predefined calculation,
prediction and/or retrieval methods
providing actionable data for
marketing & customer-centric
applications
15. 15Copyright 2014 NGDATA
®, Inc. Confidential – Distribution prohibited without permission
Customer DNA is Based on Interaction Data
Monitor customer behavior, translated into DNA metrics
16. 16Copyright 2014 NGDATA
®, Inc. Confidential – Distribution prohibited without permission
Anonymous Profiles to Increase Acquisition
▪ Real time up-to-date propensity
scores uncover temporary
changes in customer willingness
to buy a product
▪ Set alert notifications for when
customers are most willing to
convert
0
0.1
0.2
0.3
0.4
0.5
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0.8
0.9
1
Monthly propensity Lily propensity Target group membership cut-off
Customer Targetting
17. 17Copyright 2014 NGDATA
®, Inc. Confidential – Distribution prohibited without permission
Enterprise Architecture: Adding the Customer
Within the Current Enterprise Architecture – Improving existing BI landscape
Operational Systems
External Data
Contract/Product Data
Customer Operational Data
Reference Data
Reporting / Analytics
Enterprise BI and reporting
Enterprise Analytics Applications
Marketing and Social Data
Customer Interaction Data
Campaign Data
ERP/CRM Data
Data Warehouse Data
Service Desk
Customer CRM and IVR Systems
Web and Mobile
Mobile Apps
Customer Website
Channel / Campaigns
Mail
SMS
Print
Broadcast
Marketing
CampaignMgt
Sales Office
Agent / Advisor
18. 18Copyright 2014 NGDATA
®, Inc. Confidential – Distribution prohibited without permission
Enterprise Architecture: Adding the Customer
Within the Current Enterprise Architecture – Improving existing BI landscape
Operational Systems
External Data
Contract/Product Data
Customer Operational Data
Reference Data
Reporting / Analytics
Enterprise BI and reporting
Enterprise Analytics Applications
Marketing and Social Data
Customer Interaction Data
Campaign Data
ERP/CRM Data
Data Warehouse Data
Service Desk
Customer CRM and IVR Systems
Web and Mobile
Mobile Apps
Customer Website
Channel / Campaigns
Mail
SMS
Print
Broadcast
Marketing
CampaignMgt
Sales Office
Agent / Advisor
19. 19Copyright 2014 NGDATA
®, Inc. Confidential – Distribution prohibited without permission
Lily & Enterprise Architecture
Within the Current Enterprise Architecture – Improving existing BI landscape
Operational Systems
External Data
Contract/Product Data
Customer Operational Data
Reference Data
Reporting / Analytics
Enterprise BI and reporting
Enterprise Analytics Applications
Marketing and Social Data
Customer Interaction Data
Campaign Data
ERP/CRM Data
Data Warehouse Data
Service Desk
Customer CRM and IVR Systems
Web and Mobile
Mobile Apps
Customer Website
Channel / Campaigns
Mail
SMS
Print
Broadcast
Marketing
CampaignMgt
Sales Office
Agent / Advisor
20. 20Copyright 2014 NGDATA
®, Inc. Confidential – Distribution prohibited without permission
Lily Delivers Next Generation for Greater Acquisition
From Raw Data to Individual Preferences
21. 21Copyright 2014 NGDATA
®, Inc. Confidential – Distribution prohibited without permission
Become Data Driven About Acquisition
Use any volume of real-time
data to actively guide and
optimize business processes
based on continuously growing
insights on customer behavior,
intent and preferences.
22. 22Copyright 2014 NGDATA
®, Inc. Confidential – Distribution prohibited without permission
Key Takeaways
▪ Phases of Acquisition
− Anonymous Prospects
− Identified Prospects
− Existing Customers
▪ Customer DNA and profiling
enables one-to-one marketing for
greater acquisition
▪ Proactively engaging through real
time messaging and offers
increases customer acquisition and
retention for higher customer
lifetime value
23. 23Copyright 2014 NGDATA
®, Inc. Confidential – Distribution prohibited without permission
Are you ready to use Customer DNA to
gain and keep your customers?
Learn more about how Lily Enterprise can help your company.
Schedule an appointment with an NGDATA representative to
get a personalized walkthrough.
Don’t forget to follow up
and share with a friend
stevenn@NGDATA.com
For example, using purchased lists alone does not provide the real-time insights necessary to effectively communicate with your highest potential customers.
This leads to high recurring fees for, at best, incomplete and, at worst, inaccurate information
Traditional mass marketing for acquisition is costly and ineffective
Individuals interact with channels differently, making segmentation more difficult as more channels are added
Without leveraging all available cross-channel customer information, you risk missing opportunities to connect with the right customers, at the right time, in the right way
In today’s landscape, customers expect to be treated as individuals, making segmentation ineffective
Customers need to be at the center of your strategy
For example, using purchased lists alone does not provide the real-time insights necessary to effectively communicate with your highest potential customers.
This leads to high recurring fees for, at best, incomplete and, at worst, inaccurate information
Traditional mass marketing for acquisition is costly and ineffective
Individuals interact with channels differently, making segmentation more difficult as more channels are added
Without leveraging all available cross-channel customer information, you risk missing opportunities to connect with the right customers, at the right time, in the right way
In today’s landscape, customers expect to be treated as individuals, making segmentation ineffective
Customers need to be at the center of your strategy
Use current customer base behavior history and apply it to unknown prospect behavior to improve the value of your lists or website such as which incentives are most effective to continue.
Use information from lists and anonymous visitors to enhance other channels in your acquisition strategy (such as call centers, email campaigns, online experience) for a more effective multichannel experience.
Build an individual profile on this visitor.
Use past customer information to predict their preferences and value.
Create acquisition campaigns that have the right messages and incentives for your audience for further engagement.
Personalize the on-boarding experience
Learn from your customer before you know him/her
Use current customer base behavior history and apply it to unknown prospect behavior to improve the value of your lists or website such as which incentives are most effective to continue.
Use information from lists and anonymous visitors to enhance other channels in your acquisition strategy (such as call centers, email campaigns, online experience) for a more effective multichannel experience.
Build an individual profile on this visitor.
Use past customer information to predict their preferences and value.
Create acquisition campaigns that have the right messages and incentives for your audience for further engagement.
Personalize the on-boarding experience
Learn from your customer before you know him/her
Use current customer base behavior history and apply it to unknown prospect behavior to improve the value of your lists or website such as which incentives are most effective to continue.
Use information from lists and anonymous visitors to enhance other channels in your acquisition strategy (such as call centers, email campaigns, online experience) for a more effective multichannel experience.
Build an individual profile on this visitor.
Use past customer information to predict their preferences and value.
Create acquisition campaigns that have the right messages and incentives for your audience for further engagement.
Personalize the on-boarding experience
Learn from your customer before you know him/her
Customer DNA:
Is a collection of 1000s of predefined metrics, calculated in real time and organized per identified customer
Is based on a variety of interaction- and fact-based data sources, using a variety of predefined calculation, prediction and/or retrieval methods
Provides actionable data for marketing & customer-centric applications
Let viewers know know there will be a customer DNA specific webinar coming up