customer dna defined
TRANSCRIPT
Customer DNA DefinedBuilding Greater Customer Experiences
March 18th 2015
Steven Noels
CTO, NGDATA
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Customer Experience Above All Else
42.2%Customer Service
24.3%Bank Location
22.0%Efficient Online
Services
11.5%Financial Rates/Loans
Which quality is most important to consumers when selecting a bank?
Customer Service is Valued Even More Than Financial Rates/Loans
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Do You Understand Your Customers?
Only 20%
are very confident their bank understands them
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Give Your Customers What They Want…
▪ Exceptional customer experiences
▪ Relevant offers and consistent messaging
▪ High quality customer service
▪ Personalized omni-channel experience
▪ Needs anticipated and exceeded
− Google, Facebook etc…
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Make an Impact
▪ Operational efficiency
▪ Establishing effective data
governance
▪ Accurate information on customers
to align internal messaging
▪ Marketing team is less dependent
on data scientists
▪ Decrease errors and increase
marketing effectiveness
▪ Effective inbound and outbound campaigns
How?
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How can I leverage all customer data and easily market to my customers at the individual level?
By Answering the Tough Questions…
How can I quickly address the right customers with the right product offers?
What is the best channel to connect with my customer, and when?
What is the best, tailored omni-channel experience for my customers?
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Challenges with the Classic Approach
Data silos > no complete view of the customer
Inefficient allocation of resources
Inaccuracy of traditional segmentation
Lack of data actionability
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Take Your Data to the Next Level
DATAGOVERNANCE
DATAAVAILABILITY
DATAACTIONABILITY
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Data Governance
DATAGOVERNANCE Improve traceability and accountability
Centralize efforts for all departments
Create multi-department agreement over keycustomer metrics
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Data Availability
Clear, prescriptive metrics supporting
modeling of customer profiling actions
Fresh, actual data, always up-to-date
Valuable data becomes an asset
DATAAVAILABILITY
Reuse data consolidation efforts
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Data Actionability
DATAACTIONABILITY Customer behavior events triggering actions
Real-time is important for context awareness
Trend more important than value
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What is Customer DNA?
▪ A standard centrally-managed customer-centric approach providing an
organized collection of 1000s of predefined descriptive metrics
▪ calculated in real time
▪ by a configuration-based calculation engine
▪ organized per identified customer
▪ based on a variety of data sources, both interaction- and fact-based
▪ using a variety of predefined calculation, prediction or retrieval methods
▪ providing actionable data for marketing & customer-centric applications
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What is Customer DNA?
▪ Uniquely identifies customers by dynamically matching different source IDs
(twitter handles, different email addresses, etc.) from different touch points to
a single customer
▪ Provides in-depth DNA insights by breaking DNA on dimensions such as
brand, product category, channel, device, location, etc
▪ Shows how the customer’s DNA evolves by providing a timeline view, a
changelog view and a DNA trend and acceleration.
▪ Dynamically organizes customers in Sets and calculates Set DNA
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Customer DNAExtensibility model
Lily CommonCustomer DNA
data sources
Custom metricse.g. analytical view
Lily Data Model
OtherCustomer Non-DNA entities Interaction
customers, products, subscriptions, contracts, transactions, interactions, market & social data
Industry DNAExtensions
variable calculation engine
map / load / transform: interactions with context & customer source records
ModelBasedDNA
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Common DNA CategoriesWith a Marketing mindset
Socio-demo
Life Time Events
Connections
Value
Status
Product
Usage
Relationship
Impressions
CommunicationPreferences & History
Affinities
Affluence
Competition
Loyalty
Usage
• product usage frequency
• number of shared contact devices• tablet used• smartphone used• number of social devices used• mobile app downloaded/used• …
location, time of day, day of week, device
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Different Types of Customer DNA Metrics
CONTRIBUTED OBSERVED
CALCULATED PREDICTED
Fields Aggregates
Formulas Scores
Facts
CRM
DWH
CustomMetrics
Behavior
Transactions
Clickstream
Models
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Customer DNA in MediaLarge International Media Group – De Persgroep
Single Customer View –
Centralized, real time updated, and very detailed single customer view, driving personalized marketing and customer analytics.
Result
• A platform for actionable, omni-channel customer intelligence from Big Data
Objectives
• Collect CRM/DWH and clickstream data• Build Customer DNA with 1000s of metrics• Support operational & analytical reporting• Integrate with Campaign Management for offer
proposal and capture feedback• Learn affinities for automatic profiling
Solution
“ NGDATA is critical in the way we capture, analyze and generate actionable intelligence from Big Data. NGDATA makes it easier for us to connect with our customers across all of our channels, learn from their behavior and create personalized, unique offers to foster loyalty.”
—Luc Verbist, CIO, De Persgroep
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Working with DNA for Marketing Execution
InboundOutbound
more relevant & precise target lists
MassMarketing
Individual
individual-level data-driven approach, alerts, using channel preferences, past purchase history
personalizationOnline
ServiceDesk
anticipation, guided conversation
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Key Takeaways
▪ Customer and Company Challenges
▪ Customer DNA Definition
▪ Case Studies
− De Persgroep
− Inbound & Outbound Solutions
▪ Next steps
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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 representative to get a personalized walkthrough.
Don’t forget to follow up and share with a friend
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Benefits of DNA Over a Customer Data Warehouse
▪ Built-in versioning: Factual data is now stored over time
− Where did the customer live at the time of the purchase?
▪ Process high-velocity unstructured information that cannot be stored in a
relational data warehouse.
▪ Temporal customer behavior summaries are much more flexible
− Average purchase amount per day automatically gives access to the same metric per week and
month
▪ Easily managed breaks allowing to drill down a customer’s DNA
− Average purchase amount per product category.
▪ Real-time and recursive calculation
− Formulas are calculated on the fly and recursively as their building blocks are versioned.