With Customer DNA, it’s possible to efficiently and effectively put your customers at the center of your marketing and business strategies to deliver the right interactions at the right time, through the right channels.

1. Transforming
Rela/onships
with
Customer
DNA
May
28th
2015
Steven
Noels
CTO,
NGDATA

2. 2
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2015
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Customers
are
in
the
Driver’s
Seat
Today,
gaining
and
keeping
a
customer
is
about
the
relaEonship.
The
consumer
chooses
to
interact
with
brands
that
take
the
Eme
to
meet
and
exceed
his
individual
needs
and
expectaEons.

3. 3
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Give
Customers
What
They
Expect…
▪ Exceptional customer experiences
▪ Relevant offers and consistent
messaging
▪ High quality customer service
▪ Personalized omni-channel
experiences
▪ Anticipate and exceed needs
− Google, Facebook etc.
Personal
Fast
IntuiEve
Integrated
Everywhere
Relevant
Wow
them,
or
become
irrelevant!

4. 4
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Be
Relevant
–
Key
to
Profitable
Customer
Rela/onships
OFFER
THE RIGHT
PERSON
THE RIGHT
TIME
THE RIGHT
CHANNEL
THE RIGHT
IMPROVED FREQUENCY
IMPROVED SEPARATION

5. 5
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BeIer
for
Both
the
Business
and
the
Customer
Efficiency
&
CollaboraEon
Longer
and
more
valuable
relaEonships
Greater
revenues
Relevancy
&
Context
Value
Customer
Impact
Happy
to
be
doing
business
with
such
a
smart
vendor

6. 6
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Not
about
the
Status
Quo:
Insight
Gave
up
on
Customer
360
a[er
large
investments
in
Datawarehouses
Use
hindsight
in
BI/
AnalyEcs
soluEons
building
complex
diagnosEc
models
for
customer
segmentaEon
Hire
an
army
of
data
scienEst
to
use
big
data
and
visualizaEon
tools
to
discover
insights
Rely
on
Rule
Engines
to
apply
segmentaEon
for
recommendaEons
and
targeEng
Most
Many
Several
Few
“Digital
experience
delivery
vendors
have
generally
fallen
short
in
their
use
of
predic6ve
analy6cs
to
contextualize
digital
customer
experiences.
Many
of
these
vendors
offer
simple,
rules-­‐based
recommenda6ons,
segmenta6on,
and
targe6ng
that
are
usually
limited
to
a
single
customer
touchpoint.”
Rowan
Curran,
March
2015,
Forrester
Research

7. 7
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Its
About
Delivering
BeIer
Customer
Experiences
Who
is
going
to
call…
and
for
what?
Who
is
going
to
buy...
what?
Who
is
going
to
churn…
and
when?
How
do
I
add
value…
for
whom,
when
and
through
what
channel?
Who
will
buy
product
X…
today?
What
omni
channel
experience
does
Customer
A
want?
Whom
should
I
contact,
through
which
channel
and
with
which
offer?
Companies
need
to
find
the
answers
to
these
valuable
quesEons:

8. 8
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Use
Data
to
Deliver
More
Relevant
Customer
Experiences
And,
build
longer
lasEng,
valuable
relaEonships
DATA
AVAILABILITY
DATA
ACTIONABILITY
DATA
ACCESSIBILITY

9. 9
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Data
Accessibility
Gathered
and
combined
from
many
silos
All
types
of
data,
from
internal
and
external
sources,
both
structured
and
unstructured,
in
one
place
Ongoing
feeds
for
conEnued
enhancements

10. 10
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Data
Ac/onability
ConEnuous
calculaEon
of
acEons
and
reacEons
Real-­‐/me
is
important
for
context
awareness
Trend
more
important
than
value

11. 11
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Data
Availability
CUSTOMER
LIFETIME
ATTRITION
ACTIVATION
MARGIN
PERSONAL
ADVISE
CUSTOMER
SUPPORT
UP
SELLING
PERSONAL
ADS
PARTNER
PROGRAMS
RISK
PROGRAMS
CHURN
REDUCTION
360
view
for
advisor
Content
recommendaEon
Micro
campaigns
Anonymous
Call
predicEons
Script
recommendaEons
Online
offers
121
Campaign
Personalized
ads
Personalized
Social
Support
partners
apps
Merchant
offers
AhriEon
programs
IdenEfy
Fraud
ACQUISITION

12. 12
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Data
Governance
Improve
traceability
and
accountability
Centralize
efforts
for
all
departments
Create
mulE-­‐department
agreement
over
key
customer
metrics

13. 13
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Customer
DNA
–
Deep
Dive
What is it?
How can we
benefit from it?

14. 14
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Different
Types
of
Customer
DNA
Metrics
CONTRIBUTED
OBSERVED
CALCULATED
PREDICTED
DWH
CRM
PAYMENTS
SOCIAL
ONLINE
MOBILE
CUSTOM
MODELS
MACHINE
LEARNING

15. 15
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Lily
Customer
DNA
in
Ac/on
Lily
Demo

16. 16
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Lily
Enterprise
–
For
BeIer
Customer
Experiences
DNA
metrics
can
be
sophisEcated
models,
coming
from
SAS,
R,
SPPS
of
other
staEscal
soluEons.
From
Data
to
DNA
–
1000s
of
metrics
determine
individual
customer
DNA
Trending
–
Keep
track
of
historical
values
and
trends
of
all
DNA
metrics
in
the
system
Manage
Big
Data
-­‐
Breaking
down
data
silos
to
gain
insights
on
all
customer
interacEons
in
one
place
From Manual Work Step by Step to
Continuous Automation and Atomic Level Data
Alerts
in
real-­‐Eme
on
all
metrics
to
drive
customer
interacEon.
Sets
on
DNA
metrics
to
drive
campaigns.

17. 17
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2015
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Customer
DNA
is
Flexible
&
Extensible
Lily
Common
Customer
DNA
data
sources
Custom
metrics
e.g.
analy6cal
view
Lily
Data
Model
Other
Customer
Non-­‐DNA
enEEes
InteracEon
customers,
products,
subscripEons,
contracts,
transacEons,
interacEons,
market
&
social
data
Industry
DNA
Extensions
variable
calculaEon
engine
map
/
load
/
transform:
interacEons
with
context
&
customer
source
records
Model
Based
DNA

18. 18
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Adding
Value
to
the
Enterprise
Architecture
Data/Models
Opera/onal
Systems
External
Data
Contract/Product
Data
Customer
OperaEonal
Data
Reference
Data
Repor/ng
/
Analy/cs
Enterprise
BI
and
reporEng
Enterprise
AnalyEcs
ApplicaEons
MarkeEng
and
Social
Data
Customer
InteracEon
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
MarkeEng
Campaign
Mgt
Sales
Office
Agent
/
Advisor
Structured
Unstructured
Online
Feedback
External
Social
Partner
Apps
Partners
Apps
Social
Media
Structured
Unstructured
Input
Improving
exis6ng
BI
landscape

19. 19
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Applying
Customer
DNA
to
Marke/ng
Cases
Inbound
Outbound
more
relevant
&
precise
target
lists
Mass
MarkeEng
Individual
individual-­‐level
data-­‐driven
approach,
alerts,
using
channel
preferences,
past
purchase
history
personalizaEon
Online
Service
Desk
anEcipaEon,
guided
conversaEon

20. 20
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Why
the
Big
Difference?
“
Simple
models
and
a
lot
of
data
trump
more
elaborate
models
based
on
less
data”
Peter
Norvig,
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0
50 40 30 20 10 5 2 1
Mass Individual
Lily:
performance
plot
reaching
>
60%
Current
soluEons
(e.g.
DW/BI)
AverageTargeting
Precision
Data from a large banking organization using Lily
Segmentation
Trends
are
more
important
than
Values
OFFER
THE RIGHT
PERSON
THE RIGHT
TIME
THE RIGHT
CHANNEL
THE RIGHT
Targeting Precision Increased x10 Spot the right moment for each individual customer

21. 21
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INSIGHTS
IMPACT
Improve
Your
Marke/ng
ROI
x10
VS
“People
belonging
to
Segment
A
are
likely
to
buy
product
X”
“Lily
selects
top
100
people
that
are
likely
to
buy
product
X
NOW”
50% 650%

22. 22
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2015
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Customer
DNA:
A
Fundamental
Break
from
the
Past
Tradi7onal Approaches
Lily Opera7onalizes Analy7cs
Real
Time
ConEnuous
Long
Data
IntegraEon
Slow
Update
cycles
Limited
Data
Volumes
Incomplete
customer
picture
Manual
Work,
Limited
audience
Expensive
Specialized
Staffing
SegmentaEon,
Low
precision
Atomic
Level
Complete
View
Automated
Learning
Omni
Channel
Impact
One
SoluEon
MulE
Use

23. 23
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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
representaEve
to
get
a
personalized
walkthrough.
Don’t
forget
to
follow
up
and
share
with
a
friend
stevenn@NGDATA.com