go from traditional campaigns to more relevant customer interactions
TRANSCRIPT
May 17th 2016
Dr. Michael ZellerCEO, Zementis
Go From Traditional Campaigns to More Relevant Customer Interactions Put Your Data to Work to Fuel the Customer Experience
Steven NoelsCTO, NGDATA
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Campaign-Based vs. Interactive Customer Marketing
• Only static information used to segment, such as Location and Age
• No other understanding of the customer to ensure relevancy of content and delivery
• Shooting in the dark with fixed-schedule outbound communications
Campaign-Based Marketing:
• Understand customer down to the individual-level from all data points - from behavioral to contextual information, and everything in between
• Know how messages should hit the right person, at the right time, and through the right channel – a completely customer-centric approach
• Can have both inbound and outbound approaches due to knowing when customer will react and engage
Interactive Customer Marketing:
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Interactive Marketing = Better Customer Experiences
OFFERTHE RIGHT
PERSONTHE RIGHT
TIMETHE RIGHT
CHANNELTHE RIGHT
• Customer-centric approach - putting the customer front and center
• One-to-one, individual-level marketing instead of low-precision mass campaigning
• Transition from scheduled, outbound campaign marketing to more relevant conversational marketing
• Contextually-relevant and -aware information and offers
• Better alignment with customer intents, preferences and life events
Use customer data to put actions to your insights.
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• Make use of all your data for relevancy at every interaction
• Importance of real-time to improve communications over time
• Consistent and relevant communication regardless of the channel
Put Your Customers at the Center of Your Strategy
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• Exceptional customer experiences
• Relevant offers and consistent messaging
• High quality customer service
• Personalized omni-channel experiences
• Anticipate and exceed needs − Google, Facebook, etc.
Technology Companies Give Customers What They Expect…
Personal
Fast
Intuitive
Integrated
Everywhere
Relevant
Wow them, or become irrelevant!
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Better for Both the Business and the Customer
Efficiency and collaboration
Longer and more valuable relationships
Greater revenues
Relevancy and context
Value
Customer impact
Happy to be doing business with such a smart vendor
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Transition from Campaigning - Start with DNA
The foundation of customer centricity starts with the true understanding of your customers at the individual-level.
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DNA is Made Up of Multiple Types of Customer Metrics
CONTRIBUTED OBSERVED
CALCULATED PREDICTED
DWH
CRMPAYMENTS
SOCIAL
ONLINE
MOBILE
CUSTOM MODELS
MACHINELEARNING
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Building Atomic Level Understanding Through DNAThe impact of using behavioral data
Traditional models based on aggregated data over time, and customers are SLOWLY evolving and don’t react on behavior
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Modeling DNA to Predict Customer Behavior
• Real-time - seamlessly and efficiently modeling customer behavior for relevant and timely customer interactions
• Predictive Models - moving rapidly from development to deployment
• Routine - easily incorporated predictive analytics into routine operations
• Agile Deployment and operational enablement of predictive solutions
FOUNDING PRINCIPLES
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Predictive Analytics Creates Value from Data
Descriptive Analytics answers “What happened?”“Passive” Business Intelligence: Reports, Dashboards, etc.
Predictive Analytics answers “What will happen next?”“Active” Decision Support: Alerts, Automated Decisions
BATCHPROCESSING
REAL-TIMEPROCESSING
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The Path to Business Value
BUSINESS INSIGHTS
DECISIONS& ACTIONS
• Accelerated time-to-market
• More precise targeting
• Real-time responsiveness
• Enhanced operational agility
• Competitive advantage
• Higher revenue growth rates
• Greater profitability
• More relevant
• More accurate
• More comprehensive
• More nuanced
• Faster
• Lower risk
• Greater positive impact
CUSTOMERDATA
Applications
Databases
Social Media
Log Files
RSS Feeds
Other Sources
PREDICTIVEANALYTICS
Predictive Models
Machine LearningTechniques
Data Mining Tools
BUSINESSVALUE
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The PMML industry standard creates a common process to:• Accelerate the deployment
• Ensure scalable, enterprise-grade execution
• Ensure transparency among all stakeholders
• Foster best practices
• Transform predictive models into dynamic assets
Open Standards to Operationalize Predictive Models
Divisions Service Providers
Applications External Vendors
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Data is a Perishable Asset
BUSINESSVALUE
High valueresponse
Low valueresponse
Business event
Time to Act
• Value of response declines rapidly
• Fast action is paramount
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More Data is Better, But Still Perishable
BUSINESSVALUE
High valueresponse
Low valueresponse
More data
Business event
Time to Act
• More data means more value
• Fast action is still paramount, but even harder to achieve with bigger data volumes
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LilyDataFrames
BackOffice Data
predictivemodel
PMML scoring engine
REAL-TIME SCORES
Putting Your Models Into Action
LilyEnterprise
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Applying Insights to Actions
Continuous calculation of actions and reactions
Real-time is important for contextual awareness
Trend more important than value
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INSIGHTS IMPACT
Interactive Customer Marketing ROI
VS
“People belonging to Segment A are likely to buy product X”
“Lily selects top 100 people that are likely to buy product X NOW”
5% 65%
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Multiple Use Cases
CUSTOMER LIFETIME ATTRITIONACTIVATION
MARGIN
PERSONAL ADVISE
CUSTOMER SUPPORT
UP SELLING PERSONAL ADS PARTNER
PROGRAMSRISK
PROGRAMS
CHURNREDUCTION
360 view for advisorContent
recommendation
Micro campaignsAnonymous
Call predictionsScript
recommendations
Online offers121 Campaign
Personalized adsPersonalized
Social
Support partners apps
Merchant offers
Attrition programsIdentify Fraud
ACQUISITION
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Support for Both Outbound and Inbound Scenarios
InboundOutbound
more relevant and precise target lists
Micro-Targeting
Individualindividual-level data-driven approach, alerts, using channel preferences, past purchase history
personalizationOnline
ServiceDesk
anticipation, guided conversation
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Customer Reference: Smarter Messaging, More ConnectingOPPORTUNITY
• Belgium’s largest cable provider Telenet, part of the Liberty Global Group, needed to lower broad marketing program costs, while increasing campaigns results
SOLUTION
• Created Customer DNA - a sophisticated and nuanced understanding of customers from millions of data points around both inbound and outbound interactions
• Determined targeted, customized campaigns to transition Telenet from an acquisition-driven marketing organization to customer focused organization
RESULTS
• Telenet has increased segmented campaigns from 100 campaigns per year to now more than 750 per year, delivering content more appropriate to each of their 4.8 million customers
• Increased return rate on sales campaigns by 300-400%
• A pricing and go-to-market strategy based on better customer understanding dramatically increased Telenet’s mobile customer base within just a few months of its availability
INCREASEDRETURN RATEON SALES CAMPAIGNS
300-400%
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Fundamental Break from Campaigns to Customer-CentricityCampaign-Based
ApproachesOperationalized Analytics forCustomer-Focused Programs
Real-TimeContinuousFixed scheduled, not timely
Lacking context
No or late reaction to customer behavior
Unable to predict customer preferences
Costly with limited return
Atomic-Level Complete View
Automated Learning
Omni-Channel Impact
One Solution,Multi-Use
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Thank you! Any questions?
[email protected]@zementis.com
Zementis, Inc. is a leading software company focused on the operational deployment of predictive analytics and data mining solutions. Its ADAPA® and Universal PMML Plug-in scoring engines are designed from the ground up to benefit from open standards and to significantly shorten the time-to-market for predictive analytics in any industry.
NGDATA helps companies in data-driven industries operationalize their data analytics through our real-time, analytics-based customer experience management solution, Lily Enterprise™. It finds insights and executes on them, bridging the gap between the worlds of data and business, enabling the delivery of timely, relevant and contextually-aware interactions that customers embrace.
www.zementis.com www.NGDATA.com