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www.nicsa.org
Using Big Data and Predictive
Analytics to Empower Distribution
and Marketing
January 13, 2016
SPONSORED BY:
www.nicsa.org
Moderators:
Mike Gilligan
Assistant Vice President, Specialized Services, MFS Service Center, Inc.
Rick Niedt
Officer, Product Development & Strategy, DST Systems, Inc.
Panelists:
Daniel Cross
Vice President, Applied Analytics, DST Systems, Inc.
Chuck Gallant
Managing Director, BNY Mellon
Jerry Potts
Vice President of Global Marketing, MFS Fund Distributors, Inc.
Deep Srivastav
Head of Business Strategy, North American Advisory Services, Franklin Templeton
Investments
www.nicsa.org
Big Data:
Gaining Competitive Advantage
from Your Data Assets
Chuck Gallant
BNY Mellon
www.nicsa.org
Big Data
Gaining Competitive Advantage from Data Assets
1. Big Data – Volume, Velocity and Variety
2. Descriptive vs. Prescriptive Analysis
3. Business Intelligence / Data Visualization
www.nicsa.org
Investment Firm Opportunities –
Where are We seeing Big Data in Our Industry…
• Predictive analysis around sales and prospect data
• Large scale aggregation and analysis of operational performance data metrics and attributes
• Personalization of investor content and product offerings in real-time as customer accesses your site
• Proactive outreach by service associates based on analyzing history of contact in real time
• Leading advisors in selling customized product to clients in real time
• Advanced analytics tools used to predict risk / results of investment decision scenarios
• Service and selling based on multi-generational heuristics and related characteristics
www.nicsa.org
Digital Pulse
Digital Pulse is our proprietary Big Data analytics platform, enabling us to generate actionable insights to improve
processes and business performance. Digital Pulse is comprised of four core pillars combined to empower working
smarter through evidence-based decision making.
Capture
Collecting event based
data
1
Store
Big Data repository2
Act
Delivering actionable
insights
4
Analyze
Consistent, meaningful
analytics
3
Value to Our Client
Some Examples
• Improves service levels by trending
SLA process steps and providing
insights into activities in our Fund
Accounting Process
• Reduces processing times by
providing usage patterns of
operations and providing
improvement opportunities in
our Transfer Agency business
• Reduces structural cost by
identification of where manual
effort is spent and applying
automation or machine learning in
Straight Through Processing
• Reduces risk and increases
transparency by leveraging real-time
position health meter to view critical
intraday Liquidity metrics
Our Evidence Based Ecosystem
www.nicsa.org
CPE CODE:
093
www.nicsa.org
Addressing Common Challenges
With Big Data & Analytics
Daniel Cross
DST Systems, Inc.
www.nicsa.org
Seven Common Challenges
1. Knowing Where to Start
2. Access to Actionable Market Insights
3. Access to Integrated Internal Data
4. Segmentation of Advisors and Investors
5. Targeting of Sales & Marketing
6. Attribution & Testing of Sales & Marketing
7. Analytical Approaches to Compliance & Risk
www.nicsa.org
Data
Science
Customer
Engagement
Domain Expertise
Professional
Services
Product
Development
DATA
Platform as a
Service
Professional Services
• Data and Analytics Strategy
• Data Management
• Analytics
• Customer Engagement
Current Products
• Predictive Selling
for Mutual Funds
• Predictive Selling
for Alternatives
• Retirement Intelligence
• Alternative Intelligence
www.nicsa.org
What Data is Important
Shareholder and
Advisor
Demographics
Phone Interactions
& Call Activity
Shareholder and
Advisor Metadata
Transactions,
Product & Market
Data
Contextual Events
(Media, Industry,
Regulatory)
Sales Interactions
Web & Other
Interactions
www.nicsa.org
What Does This Allow?
www.nicsa.org
Generating Results
www.nicsa.org
Using Big Data for Distribution
Deep Srivastav
Franklin Templeton
www.nicsa.org
Developing Big Data Analytics
• Does our industry fit the big data paradigm?
• How did we determine the focus of our modeling
efforts- multiple models and lots of data?
• How do we refine, improve and modify our models?
• Strategy vs Analytics
www.nicsa.org
Consuming Big Data Analytics
• How did we blend the art and science
together?
– Who to contact?
– When to contact?
– What to talk about?
• How does data get consumed- sales
management and front line ?
• Iterative: Pilot/Test/Learn
www.nicsa.org
Case Study: US Retail
• Started small but high impact- visits, calls,
sales
• Added Segments, Behavior, Client Value
• Added market share, AUM, digital, more
• Integrated Sales and Marketing Analytics
• Constant focus on quantifying results
www.nicsa.org
CPE CODE:
387
www.nicsa.org
Marketing Opportunities with Data:
The Good, the Bad, the Ugly
Jerry Potts
Vice President, MFS Fund Distributors, Inc.
www.nicsa.org
The Wave of Big Data
• Understanding critical behaviors
• Generating actionable insights
• Leading the organization's strategic decisions
and execution
• Your relationship with MFS
www.nicsa.org
"How Did Our Data Get So Big… and So Ugly?"
• Understanding critical behaviors
• Generating actionable insights
• Leading the organization's strategic decisions
• Your relationship with MFS
Big UGLY Data–
• So much data, so many sources
www.nicsa.org
• Not all data is created equal!
– Clear goals, KPIs that matter
• Deeper engagement = Greater Average Sales (2X)
• Omni channel vision introduces many more touchpoints… and
DATA
• "Simple complexity"– Providing context
– Existing clients-
• Transactional-- Frequency, breadth, retention and share
• Behavioral– Actions, activities, preferences
– New clients-
• Awareness Engagement First trade
• Examples
What Data Matters?
www.nicsa.org
Questions?
www.nicsa.org
CPE CODE:
404
PLEASE SUBMIT YOUR CODES AT THE CONCLUSION OF THE WEBINAR.
YOU WILL EARN 1-CPE CREDIT IN THE MARKETING FIELD OF STUDY.
QUESTIONS? EMAIL INFO@NICSA.ORG

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Webinar | Using Big Data and Predictive Analytics to Empower Distribution and Marketing

  • 1. www.nicsa.org Using Big Data and Predictive Analytics to Empower Distribution and Marketing January 13, 2016 SPONSORED BY:
  • 2. www.nicsa.org Moderators: Mike Gilligan Assistant Vice President, Specialized Services, MFS Service Center, Inc. Rick Niedt Officer, Product Development & Strategy, DST Systems, Inc. Panelists: Daniel Cross Vice President, Applied Analytics, DST Systems, Inc. Chuck Gallant Managing Director, BNY Mellon Jerry Potts Vice President of Global Marketing, MFS Fund Distributors, Inc. Deep Srivastav Head of Business Strategy, North American Advisory Services, Franklin Templeton Investments
  • 3. www.nicsa.org Big Data: Gaining Competitive Advantage from Your Data Assets Chuck Gallant BNY Mellon
  • 4. www.nicsa.org Big Data Gaining Competitive Advantage from Data Assets 1. Big Data – Volume, Velocity and Variety 2. Descriptive vs. Prescriptive Analysis 3. Business Intelligence / Data Visualization
  • 5. www.nicsa.org Investment Firm Opportunities – Where are We seeing Big Data in Our Industry… • Predictive analysis around sales and prospect data • Large scale aggregation and analysis of operational performance data metrics and attributes • Personalization of investor content and product offerings in real-time as customer accesses your site • Proactive outreach by service associates based on analyzing history of contact in real time • Leading advisors in selling customized product to clients in real time • Advanced analytics tools used to predict risk / results of investment decision scenarios • Service and selling based on multi-generational heuristics and related characteristics
  • 6. www.nicsa.org Digital Pulse Digital Pulse is our proprietary Big Data analytics platform, enabling us to generate actionable insights to improve processes and business performance. Digital Pulse is comprised of four core pillars combined to empower working smarter through evidence-based decision making. Capture Collecting event based data 1 Store Big Data repository2 Act Delivering actionable insights 4 Analyze Consistent, meaningful analytics 3 Value to Our Client Some Examples • Improves service levels by trending SLA process steps and providing insights into activities in our Fund Accounting Process • Reduces processing times by providing usage patterns of operations and providing improvement opportunities in our Transfer Agency business • Reduces structural cost by identification of where manual effort is spent and applying automation or machine learning in Straight Through Processing • Reduces risk and increases transparency by leveraging real-time position health meter to view critical intraday Liquidity metrics Our Evidence Based Ecosystem
  • 8. www.nicsa.org Addressing Common Challenges With Big Data & Analytics Daniel Cross DST Systems, Inc.
  • 9. www.nicsa.org Seven Common Challenges 1. Knowing Where to Start 2. Access to Actionable Market Insights 3. Access to Integrated Internal Data 4. Segmentation of Advisors and Investors 5. Targeting of Sales & Marketing 6. Attribution & Testing of Sales & Marketing 7. Analytical Approaches to Compliance & Risk
  • 10. www.nicsa.org Data Science Customer Engagement Domain Expertise Professional Services Product Development DATA Platform as a Service Professional Services • Data and Analytics Strategy • Data Management • Analytics • Customer Engagement Current Products • Predictive Selling for Mutual Funds • Predictive Selling for Alternatives • Retirement Intelligence • Alternative Intelligence
  • 11. www.nicsa.org What Data is Important Shareholder and Advisor Demographics Phone Interactions & Call Activity Shareholder and Advisor Metadata Transactions, Product & Market Data Contextual Events (Media, Industry, Regulatory) Sales Interactions Web & Other Interactions
  • 14. www.nicsa.org Using Big Data for Distribution Deep Srivastav Franklin Templeton
  • 15. www.nicsa.org Developing Big Data Analytics • Does our industry fit the big data paradigm? • How did we determine the focus of our modeling efforts- multiple models and lots of data? • How do we refine, improve and modify our models? • Strategy vs Analytics
  • 16. www.nicsa.org Consuming Big Data Analytics • How did we blend the art and science together? – Who to contact? – When to contact? – What to talk about? • How does data get consumed- sales management and front line ? • Iterative: Pilot/Test/Learn
  • 17. www.nicsa.org Case Study: US Retail • Started small but high impact- visits, calls, sales • Added Segments, Behavior, Client Value • Added market share, AUM, digital, more • Integrated Sales and Marketing Analytics • Constant focus on quantifying results
  • 19. www.nicsa.org Marketing Opportunities with Data: The Good, the Bad, the Ugly Jerry Potts Vice President, MFS Fund Distributors, Inc.
  • 20. www.nicsa.org The Wave of Big Data • Understanding critical behaviors • Generating actionable insights • Leading the organization's strategic decisions and execution • Your relationship with MFS
  • 21. www.nicsa.org "How Did Our Data Get So Big… and So Ugly?" • Understanding critical behaviors • Generating actionable insights • Leading the organization's strategic decisions • Your relationship with MFS Big UGLY Data– • So much data, so many sources
  • 22. www.nicsa.org • Not all data is created equal! – Clear goals, KPIs that matter • Deeper engagement = Greater Average Sales (2X) • Omni channel vision introduces many more touchpoints… and DATA • "Simple complexity"– Providing context – Existing clients- • Transactional-- Frequency, breadth, retention and share • Behavioral– Actions, activities, preferences – New clients- • Awareness Engagement First trade • Examples What Data Matters?
  • 24. www.nicsa.org CPE CODE: 404 PLEASE SUBMIT YOUR CODES AT THE CONCLUSION OF THE WEBINAR. YOU WILL EARN 1-CPE CREDIT IN THE MARKETING FIELD OF STUDY. QUESTIONS? EMAIL INFO@NICSA.ORG