ata 2010 steve brubaker data analytics
DESCRIPTION
InfoCision Chief of Staff Steve Brubaker shared this presentation about data analytics and business intelligence during a session at the 2010 ATA Convention & ExpoTRANSCRIPT
![Page 1: Ata 2010 Steve Brubaker Data Analytics](https://reader035.vdocument.in/reader035/viewer/2022062312/5566a413d8b42a643c8b4939/html5/thumbnails/1.jpg)
![Page 2: Ata 2010 Steve Brubaker Data Analytics](https://reader035.vdocument.in/reader035/viewer/2022062312/5566a413d8b42a643c8b4939/html5/thumbnails/2.jpg)
Intelligent InteractionsIntelligent Interactions
Improve Response Rates by Getting to Know Your Improve Response Rates by Getting to Know Your Customers Through Data AnalyticsCustomers Through Data Analytics
Steve BrubakerSteve BrubakerChief of StaffChief of Staff
InfoCision Management Corp.InfoCision Management Corp.
www.infocision.comwww.infocision.com
![Page 3: Ata 2010 Steve Brubaker Data Analytics](https://reader035.vdocument.in/reader035/viewer/2022062312/5566a413d8b42a643c8b4939/html5/thumbnails/3.jpg)
Agenda
•The impact of modeling on acquisition
•Using business intelligence to drive results
•Online lead generation
•Multi channel marketing using business intelligence
![Page 4: Ata 2010 Steve Brubaker Data Analytics](https://reader035.vdocument.in/reader035/viewer/2022062312/5566a413d8b42a643c8b4939/html5/thumbnails/4.jpg)
Top trends in the contact center Top trends in the contact center industryindustry
10. Cell phones – erosion of landlines 10. Cell phones – erosion of landlines
9. Trend back to the phone call – technology is 9. Trend back to the phone call – technology is driving down call center costs while paper and driving down call center costs while paper and postal costs are increasing direct mail costs. postal costs are increasing direct mail costs.
8. VOIP – Voice Over Internet Protocol 8. VOIP – Voice Over Internet Protocol
![Page 5: Ata 2010 Steve Brubaker Data Analytics](https://reader035.vdocument.in/reader035/viewer/2022062312/5566a413d8b42a643c8b4939/html5/thumbnails/5.jpg)
Top trends in the contact center Top trends in the contact center industryindustry
7. Salaried contact center agents 7. Salaried contact center agents
6. Highly/Specially trained agents with ability to 6. Highly/Specially trained agents with ability to free flow conversations and not always work off a free flow conversations and not always work off a script script
5. Skill based inbound customer service – impacts 5. Skill based inbound customer service – impacts up-selling and cross-selling. Inbound doesn’t make up-selling and cross-selling. Inbound doesn’t make $. By up-selling and cross-selling you can make $.$. By up-selling and cross-selling you can make $.
![Page 6: Ata 2010 Steve Brubaker Data Analytics](https://reader035.vdocument.in/reader035/viewer/2022062312/5566a413d8b42a643c8b4939/html5/thumbnails/6.jpg)
Top trends in the contact center Top trends in the contact center industryindustry
4. Social Media monitoring in the call center 4. Social Media monitoring in the call center
3. Work at Home Agents/Virtual Contact Centers3. Work at Home Agents/Virtual Contact Centers
2. Multimedia communication channels – blending 2. Multimedia communication channels – blending email, chat, phone. Agents are expected to email, chat, phone. Agents are expected to interact at different levels.interact at different levels.
![Page 7: Ata 2010 Steve Brubaker Data Analytics](https://reader035.vdocument.in/reader035/viewer/2022062312/5566a413d8b42a643c8b4939/html5/thumbnails/7.jpg)
Top trends in the contact center Top trends in the contact center industryindustry
1. The use of data analytics to develop a 1. The use of data analytics to develop a multichannel approach to reach out to a multichannel approach to reach out to a wide variety of consumers in the most wide variety of consumers in the most personalized and effective way.personalized and effective way.
Tweet questions or comments with hashtag #ATAdata
![Page 8: Ata 2010 Steve Brubaker Data Analytics](https://reader035.vdocument.in/reader035/viewer/2022062312/5566a413d8b42a643c8b4939/html5/thumbnails/8.jpg)
Traditional direct marketing often was like trying to force a square peg into a round hole.
Today, a customized solution is the only cost effective approach.
![Page 9: Ata 2010 Steve Brubaker Data Analytics](https://reader035.vdocument.in/reader035/viewer/2022062312/5566a413d8b42a643c8b4939/html5/thumbnails/9.jpg)
The Implementation and Impact of PredictiveThe Implementation and Impact of Predictive
Modeling on Telemarketing Acquisition Modeling on Telemarketing Acquisition
Case StudyCase Study
![Page 10: Ata 2010 Steve Brubaker Data Analytics](https://reader035.vdocument.in/reader035/viewer/2022062312/5566a413d8b42a643c8b4939/html5/thumbnails/10.jpg)
•Many clients traditionally use rental or exchange lists for acquisition efforts
•A 20% success rate is typical
•The goal is to develop and use a predictive model to improve results utilizing rental lists
![Page 11: Ata 2010 Steve Brubaker Data Analytics](https://reader035.vdocument.in/reader035/viewer/2022062312/5566a413d8b42a643c8b4939/html5/thumbnails/11.jpg)
•First step:
•Apply the model to rental lists to develop segmentation strategies
• Improve performance and drive down costs
•Second Step:
• Improve performance and drive down costs through dynamic request strategies
![Page 12: Ata 2010 Steve Brubaker Data Analytics](https://reader035.vdocument.in/reader035/viewer/2022062312/5566a413d8b42a643c8b4939/html5/thumbnails/12.jpg)
Define the current customer
base with profiling
Apply the model to rental list and
segment prospects
Model the current customer base to target for
acquisition
•First step:
Tweet questions or comments with hashtag #ATAdata
![Page 13: Ata 2010 Steve Brubaker Data Analytics](https://reader035.vdocument.in/reader035/viewer/2022062312/5566a413d8b42a643c8b4939/html5/thumbnails/13.jpg)
•First step:
Psychographic
Demographic Transactional
![Page 14: Ata 2010 Steve Brubaker Data Analytics](https://reader035.vdocument.in/reader035/viewer/2022062312/5566a413d8b42a643c8b4939/html5/thumbnails/14.jpg)
•First step:• Analyze current customer base and define key
demographic and psychographic attributes:• Age• Education Level• Home Value• Income• Family Position• Gender
• Create “Model” donor• Overlay model onto response list and score prospects
![Page 15: Ata 2010 Steve Brubaker Data Analytics](https://reader035.vdocument.in/reader035/viewer/2022062312/5566a413d8b42a643c8b4939/html5/thumbnails/15.jpg)
The Implementation and Impact of BusinessThe Implementation and Impact of Business
Intelligence on Telemarketing AcquisitionIntelligence on Telemarketing Acquisition
![Page 16: Ata 2010 Steve Brubaker Data Analytics](https://reader035.vdocument.in/reader035/viewer/2022062312/5566a413d8b42a643c8b4939/html5/thumbnails/16.jpg)
•Second step:
•Now that the audience is scored and segmented
• How do we now impact the offer?
•Analyze various affluence indicators and their relationship to offers
•Apply this information to develop a dynamic offer utilizing variable scripting technology
Tweet questions or comments with hashtag #ATAdata
![Page 17: Ata 2010 Steve Brubaker Data Analytics](https://reader035.vdocument.in/reader035/viewer/2022062312/5566a413d8b42a643c8b4939/html5/thumbnails/17.jpg)
•Findings:• Household income displayed the highest correlation to gift
amounts
• Household incomes were then broken into five income bands ranging from low to high
• Each income band was given a specific gift ask
• The key metrics we were looking to influence were:
• Response rate
• Average gift
• Dollars per call
• Efficiency
![Page 18: Ata 2010 Steve Brubaker Data Analytics](https://reader035.vdocument.in/reader035/viewer/2022062312/5566a413d8b42a643c8b4939/html5/thumbnails/18.jpg)
•Dynamic GRC results against control:
•Revenue per call increased by 27%
•Response rate increased by 16%
•Average gift increased by 11%
•Also showing an increase were credit card
rates at 12%
•Not only were gross conversions impacted but
stick rate and ROI dramatically improved
![Page 19: Ata 2010 Steve Brubaker Data Analytics](https://reader035.vdocument.in/reader035/viewer/2022062312/5566a413d8b42a643c8b4939/html5/thumbnails/19.jpg)
Superior Lead Generation through Superior Lead Generation through
Real Time Scoring and Targeted RoutingReal Time Scoring and Targeted Routing
Online Application StudyOnline Application Study
![Page 20: Ata 2010 Steve Brubaker Data Analytics](https://reader035.vdocument.in/reader035/viewer/2022062312/5566a413d8b42a643c8b4939/html5/thumbnails/20.jpg)
Tweet questions or comments with hashtag #ATAdata
![Page 21: Ata 2010 Steve Brubaker Data Analytics](https://reader035.vdocument.in/reader035/viewer/2022062312/5566a413d8b42a643c8b4939/html5/thumbnails/21.jpg)
Here’s how R3 works: Fast Response
A request comes in from yourwebsite
Quick Routing
An InfoCision communicatorpromptly contacts the lead
Intelligent Transfer
Calls are transferred to agentsor counselors if needed
![Page 22: Ata 2010 Steve Brubaker Data Analytics](https://reader035.vdocument.in/reader035/viewer/2022062312/5566a413d8b42a643c8b4939/html5/thumbnails/22.jpg)
•Step 1: Potential customer clicks on online ad or
webpage and is directed to online application
•Step 2: Customer fills out form and presses
“contact me” option
•Step 3: Self reported data is “pinged” against the
consumer database to append additional
demographic information
![Page 23: Ata 2010 Steve Brubaker Data Analytics](https://reader035.vdocument.in/reader035/viewer/2022062312/5566a413d8b42a643c8b4939/html5/thumbnails/23.jpg)
• Step 4: Customer data is then scored against pre-built
model
• Step 5: Offer is customized and/or altered based on score
• Step 6: Call is directed to appropriately skilled
communicator and an outbound call is generated and
routed
• Step 7: Calls are transferred to agents or counselors if
needed
Tweet questions or comments with hashtag #ATAdata
![Page 24: Ata 2010 Steve Brubaker Data Analytics](https://reader035.vdocument.in/reader035/viewer/2022062312/5566a413d8b42a643c8b4939/html5/thumbnails/24.jpg)
Market Applications:
EducationStudent requests
information about specific campus or educational
program
FinancialProspect requests more
information about a specific type of loan or
offer
CommercialCustomer expresses interest in a specific
product line or service
Calls are routed to Agents or Counselors who are trained and knowledgeable on
those specific products and markets