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- 1. Copyr ight © 2012, SAS Institute Inc. All rights reser ved. THE IMPORTANCE OF ANALYTICS FOR MARKETERS MAY 2015
- 2. Copyr ight © 2012, SAS Institute Inc. All rights reser ved. INTRODUCTION: THE IMPORTANCE OF ANALYTICS Steven Hofmans Business Solution Manager CI SAS South West Europe @hofmans_steven
- 3. Copyr ight © 2012, SAS Institute Inc. All rights reser ved. AGENDA: THE IMPORTANCE OF ANALYTICS Introduction Current challenges in marketing Our vision on Big data Marketing Key take aways Q&A
- 4. Copyr ight © 2012, SAS Institute Inc. All rights reser ved. EMPOWERED CONSUMERS: Digital Channels, Generations EVOLVING CMO ROLE: “Mad Men” vs.“Math Men” CHALLENGES IN MARKETING analyticalcreative EXPLOSION OF DATA: Big Data vs. Right Data vs. Small Data
- 5. Copyr ight © 2012, SAS Institute Inc. All rights reser ved. AGENDA: BIG DATA MARKETING Introduction Current challenges in marketing Our vision on marketing Key take aways Q&A
- 6. Copyr ight © 2012, SAS Institute Inc. All rights reser ved. SAS CUSTOMER DECISION HUB CUSTOMER DECISION HUB Event Triggers Analytical Models Transactional data Potential, Risks Historical Contact Rules Strategic Decisions Priorities Restrictions Channels Restrictions Sales Programs Service Activities Marketing Campaigns Regular communications Contact Strategies
- 7. Copyr ight © 2012, SAS Institute Inc. All rights reser ved. SAS CUSTOMER DECISION HUB Rules Next-Best-Action (NBA) Analytics in Real Time Optimized Offerings (NBA) Orchestration in Real Time Using Exclusions Outbound + 1 2 Standard Communication Order Answer Optimization & Orchestration Decision Logic CUSTOMER DECISION HUB 3
- 8. Copyr ight © 2012, SAS Institute Inc. All rights reser ved. INSIGHT TAKING ADVANTAGE OF THE DATA
- 9. Copyr ight © 2012, SAS Institute Inc. All rights reser ved. INSIGHT: SINGLE VIEW OF THE CUSTOMER Who They Are How they respond How they Interact What They Say What they received Who They Know Their Potential Their Value Where they are 360°Customer View Social data Contact & response history Socio demographic data Analytics Geo location Online data
- 10. Copyr ight © 2012, SAS Institute Inc. All rights reser ved. INSIGHT: CONNECTING ONLINE DATA Digital visitor Data Collection Google Premium Online Data Mart Transformation Customer Insight Event triggered campaigns Online retargeting visual and analytical insigths Advanced analytical insight
- 11. Copyr ight © 2012, SAS Institute Inc. All rights reser ved. INSIGHT: WEB ANALYTICS Aggregate Level In what are my customers interested ? Where are they coming from? Which online channels do they use Which websites and banners are they using
- 12. Copyr ight © 2012, SAS Institute Inc. All rights reser ved. INSIGHTS 360° CUSTOMER VIEW
- 13. Copyr ight © 2012, SAS Institute Inc. All rights reser ved. INSIGHT: EXAMPLE OF A CUSTOMER CASE
- 14. Copyr ight © 2012, SAS Institute Inc. All rights reser ved. Bank • 350 000 website visitors a day • Very low amount of conversions for mortgages (offline appointment) • Wanted to understand what drives online conversion to be able to target the customers better. USE CASE 1: EUROPEAN BANK
- 15. Copyr ight © 2012, SAS Institute Inc. All rights reser ved. INSIGHT: ANALYTICS TO DRIVE OMNI-CHANNEL CONVERSIONS Home page of the bank Analyze types of mortgage Make simulations Pop up make an appointment Visit to the branch Inform the customer Money time E-mail with special offer THE PATH TO PURCHASE Read blog post
- 16. Copyr ight © 2012, SAS Institute Inc. All rights reser ved. INSIGHT: ANALYTICS TO DRIVE OMNI-CHANNEL CONVERSIONS Ready for a sales opportunity Created a Customer profile Information request Indicated interest in a product More then 30 pages visited Revisited more then 10 pages Made mortgage simulation Active for more then 10 Min Nurturetheleads Guidecustomertotheright marketingchannel
- 17. Copyr ight © 2012, SAS Institute Inc. All rights reser ved. INSIGHT: ANALYTICS TO DRIVE OMNI-CHANNEL CONVERSIONS Home page of the bank Analyze types of mortgage Make simulations Pop up make an appointment Visit to the branch Inform the customer Money time E-mail with special offer THE PATH TO PURCHASE + 3 points + 7points + 5 points + 4 points + 3 punten Read blog post + 2 points
- 18. Copyr ight © 2012, SAS Institute Inc. All rights reser ved. INSIGHT: ANALYTICS TO DRIVE OMNI-CHANNEL CONVERSIONS More then 2 months 0 2 months < 1 month 0,75 2 months < 1 month 1 month < 2 weeks 1,25 Less then 2 weeks 1,50 Time weighted customer profile score Scores are constantly moving = Recency of the activity is important!
- 19. Copyr ight © 2012, SAS Institute Inc. All rights reser ved. LEAD CALCULATOR Customer profile score 0-10 10 – 20 20-30 50< leads
- 20. Copyr ight © 2012, SAS Institute Inc. All rights reser ved. USE CASE 2: ANALYTICS TO IMPACT MARKET BASKET ABANDONMENT Online retailer • 380 000 online webvisitors a day • Huge amount of market basket abandonments • Wanted to reduce basket abandonment by taking the appropriate action based on analytics and the customer DNA Basket abandonment rates Source: https://econsultancy.com/blog/64680-six-tactics-for-reducing-cart-abandonment-rates/
- 21. Copyr ight © 2012, SAS Institute Inc. All rights reser ved. USE CASE 3: ANALYTICS TO DECIDE RIGHT BUDGET INVESTMENTS Omni-Channel Retailer • Each marketing channel department wanted more marketing budget • Every channel claimed “ownership” of the sales results • CMO wanted an objective way to understand in which marketing channels he needed to invest How should I allocate my marketing bu maximize returns on investments
- 22. Copyr ight © 2012, SAS Institute Inc. All rights reser ved. SAS CUSTOMER DECISION HUB CUSTOMER DECISION HUB Event Triggers Analytical Models Transactional data Potential, Risks Historical Contact Rules Strategic Decisions Priorities Restrictions Channels Restrictions Sales Programs Service Activities Marketing Campaigns Regular communications Contact Strategies
- 23. Copyr ight © 2012, SAS Institute Inc. All rights reser ved. KEY CAPABILITIES Identify complex “moments of truth” for every customer - indicating specific need Generate personalized and relevant offers to maximize take rates and revenue Make the right budget investments for every marketing channel
- 24. Copyr ight © 2012, SAS Institute Inc. All rights reser ved. www.SAS.com
Notas do Editor
- SAS Can help you and your organization to bring this visión into practice/ Let’s start explaining how : First let me set the scene of what we want to achieve Click – We have the exterior world (our customers and prospects) Click – Then we have the internal organization Click – as an organisation we want to communicate with our prospects and customers using the right cannel, this might be in outbound communictions (email campaigns, newsletters, etc) but also in inbound communications, like in the example case where John used his app to get some in formation about the insurance that he needs for the Brand new car Click we will handle all these contact points through the customer decisión hub, why this name you might ask ? Well the decisioning about what to communication and how to communicate with our customers and prospects will be “industrialized” here. If we want to get intimate with our customers of course there will be 1000sd or even millions of decisión to take, we will not be able to do this on our gut feeling any more. We will need the help of some kind of decisión engine, that will take decisions for us. Click Feeding the decisión engine with accurate, relevant and correct information is key, therefor that is our starting point, the “360° view” of our customer. This will be all the inforamtion we have about this customer or prospect, however as we have seen in the example of John, at SAS we believe this view should be extended with analytical information, for John we had calculated the next best offer which becomes part of the “what we know of John” Click the second part of the decisión is how to communicate, what the action is, this is defined in the actions part, being Click Last but not least we have the rules that will organize these decisions, these can be simple or complex business rules, like a contact policy or strategic decisions, can be restrictions etc.
- Once we have this set up, we can use the engine to orchestrate and optimize the interactions Optimization of the interactions means that we are going to put the interactions (offerings, contacts, etc) in an objective competition, and use analytics to define what the best interaction (of sequence) will be with the customer taking into account the objectives (highest response, conversión, etc) taking into account th rules and constraints we have/
- The the 360 ° customer view got first introduced in 1997, in ecounter every day customers
- We hebben een unieke data mart we gaan allemaal uit zelfde dds. Plaatje DDS, SAS audience data. We gaan er impliciete data aan toevoegen.... Session id, De normalisatie server werk niet voor near real time data, is bedoeling om online profielen op te bouwen. Expliciete data. Business user inferfact om rules op te bouwen. Webstream data direct fysiek. Near real time. Business rules goals, transaction.
- This the general VA demo.
- This is the customer lead funnel, we have just looked into the correlation in the general VA overview. You have to take into account that variables relate to goals and goals relate to a sales opportunity. You need to guide your customers to the goals and then to the sales opportunities. You have to pull him trough the funnel.
- You are going to let the recent scores have more weight than less recent score. Recent activity is going to drive the lead faster to marketing channels
- SAS Can help you and your organization to bring this visión into practice/ Let’s start explaining how : First let me set the scene of what we want to achieve Click – We have the exterior world (our customers and prospects) Click – Then we have the internal organization Click – as an organisation we want to communicate with our prospects and customers using the right cannel, this might be in outbound communictions (email campaigns, newsletters, etc) but also in inbound communications, like in the example case where John used his app to get some in formation about the insurance that he needs for the Brand new car Click we will handle all these contact points through the customer decisión hub, why this name you might ask ? Well the decisioning about what to communication and how to communicate with our customers and prospects will be “industrialized” here. If we want to get intimate with our customers of course there will be 1000sd or even millions of decisión to take, we will not be able to do this on our gut feeling any more. We will need the help of some kind of decisión engine, that will take decisions for us. Click Feeding the decisión engine with accurate, relevant and correct information is key, therefor that is our starting point, the “360° view” of our customer. This will be all the inforamtion we have about this customer or prospect, however as we have seen in the example of John, at SAS we believe this view should be extended with analytical information, for John we had calculated the next best offer which becomes part of the “what we know of John” Click the second part of the decisión is how to communicate, what the action is, this is defined in the actions part, being Click Last but not least we have the rules that will organize these decisions, these can be simple or complex business rules, like a contact policy or strategic decisions, can be restrictions etc.