Download - Ata 2010 Steve Brubaker Data Analytics
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
Agenda
•The impact of modeling on acquisition
•Using business intelligence to drive results
•Online lead generation
•Multi channel marketing using business intelligence
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
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 $.
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.
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
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.
The Implementation and Impact of PredictiveThe Implementation and Impact of Predictive
Modeling on Telemarketing Acquisition Modeling on Telemarketing Acquisition
Case StudyCase Study
•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
•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
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
•First step:
Psychographic
Demographic Transactional
•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
The Implementation and Impact of BusinessThe Implementation and Impact of Business
Intelligence on Telemarketing AcquisitionIntelligence on Telemarketing Acquisition
•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
•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
•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
Superior Lead Generation through Superior Lead Generation through
Real Time Scoring and Targeted RoutingReal Time Scoring and Targeted Routing
Online Application StudyOnline Application Study
Tweet questions or comments with hashtag #ATAdata
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
•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
• 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
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