sas customer intelligence forum · digital data transformation digital data mart 3 digital...
TRANSCRIPT
SAS CUSTOMER
INTELLIGENCE FORUM
Experiência do Cliente:
a estratégia através do Marketing Contextual.Palestrante: Fernanda Benhami
Gerente de Soluções Customer Intelligence
SAS América Latina
SAS CUSTOMER
INTELLIGENCE FORUM
Copyr i g ht © 2013, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
Company Confidential - For Internal Use Only
Copyright © 2016, SAS Insti tute Inc. Al l r ights reserved.3
HOW DO THEY DO THAT?
It
sounds
simple…
for the right
customer
at the right time in the right place
the right thing
Doing
EXACTLY
Copyr i g ht © 2013, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
SO, HOW SHOULD YOU RESPOND?
Relevance Convenience Acceptance+ =
Copyr i g ht © 2013, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
WHAT MAKES UP CONTEXT?
Customer Relationship
Context
Real-Time Context - Situation
Personal ContextRelevance
Customer life cycleProducts/Services OwnershipPurchase History
IVR selection
Purchase
Call to Call-Center
Silent Call
Location
Preferences
Attitudes
Social Connections
Lifestage
Area of Residence
Expressed needs
Web Site
Copyr i g ht © 2013, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
THE CUSTOMER JOURNEY...
...is not linear! It‘s interactive!
„Today, Interactions are NOT connected in a Journey.
SAS 360 can help you build that“
Copyr i g ht © 2013, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
CUSTOMER DECISION HUB
CH
AN
NE
LS
CUSTOMER
DECISION
HUB
Rules
Actions
Insights
Copyr i g ht © 2013, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
CUSTOMER DECISION HUB WITH CUSTOMER INTELLIGENCE 360
CH
AN
NE
LS
CUSTOMER
DECISION
HUB
Rules
Actions
Insights
Copyr i g ht © 2013, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
Company Confidential - For Internal Use Only
Copyright © 2016, SAS Insti tute Inc. Al l r ights reserved.13
SAS 360
Discover Engage
SAS 360 Engage enables organizations to take insight gleaned from the 360 Discover offering, as well as from other analytical insights, and
improve how they interact with customers over digital channels. The initial release includes capabilities for engagement across web and mobile
properties.
Copyr i g ht © 2013, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
Company Confidential - For Internal Use Only
Copyright © 2016, SAS Insti tute Inc. Al l r ights reserved.
DIGITAL DATA TRANSFORMATION
Digital Data
Mart
3
Digital Personalization
Visualization
& Predictive
Analytics
Page Loads
1 2
TRANSFORMATION
• Transformation process maps events to
online data mart
COLLECTION
Clicks
Form Submits
Text Changes
Media Interactions
Page Element
Content Changes• Easy-to-use wizards to navigate the
website
Copyr i g ht © 2013, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
Company Confidential - For Internal Use Only
Copyright © 2016, SAS Insti tute Inc. Al l r ights reserved.
MANAGING THE CUSTOMER JOURNEY
3
Mobile
Marketing
Web
Marketing
Message
1 2
Activity Builder
Task
Creative
Spot
Targeting
Segment
Goal
Marketing Contextual
OFERTAS GEOLOCALIZADAS
CASOS DE USO
PERSONAGENS
Pierre: 28 anos
Renda: R$ 6.000
Canal: E-mail
Limite: R$ 3.000
Cliente: Alta propensão
PERSONAGENS
Yasmim: 21 anos
Canal: Twitter
Renda: R$ 5.000
Limite: R$ 3.000
Cliente: Baixa propensão
PERSONAGENS
Fernanda: 26 anos
Canal: SMS
Renda: R$ 20.000
Limite: R$ 9.000
Cliente: Alta propensão
MAPA
APLICATIVO
Nome do Cliente
Valor Gasto / Sacado
Tipo do Cartão
Evento Saque
Evento Compra
OFERTAS GEOLOCALIZADAS
Evento:
SAQUE
Valor <= 99
99 < Valor < 200
Valor >= 201
PROPENSÃO
CANAL: EMAIL
CANAL: TWITTER
CANAL: SMS
OFERTA
PERSONALIZADAEvento:
COMPRA
SAS CUSTOMER
INTELLIGENCE FORUM
Demonstração
Copyr i g ht © 2013, SAS Ins t i tu t e Inc . A l l r ights reser ve d .sas.com
SAS CUSTOMER
INTELLIGENCE FORUM
O SAS AGRADECE A SUA PRESENÇA