Customer intelligence and Social Media

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De hoeveelheid gegevens die organisaties over consumenten kunnen verzamelen en ontsluiten is tegenwoordig zeer groot; dit betreft niet enkel de traditionele gestructureerde en
transactionele data maar ook steeds meer ongestructureerde online data afkomstig uit smartphones, online shopping, surfgedrag op de websites, zoekgedrag op het web, digitale
communicatie, GPS en apps; iedereen is een lopende datagenerator geworden. Al deze bronnen bieden mogelijkheden om al deze beschikbare data (ook wel door de grote diversiteit, snelheid en omvang van de data ‘Big Data’ genoemd) om te zetten in betere proposities, betere relaties, efficiëntere bedrijfsprocessen, en betere interne beslissingsvormingsproces. In deze presentatie is Katherine op een praktische manier ingegaan op de huidige mogelijkheden van customer intelligence in het online domein en heeft daarbij diverse cases behandeld.

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Customer intelligence and Social Media

  1. 1. Strategic Value of Information Customer Intelligence and Social Media 19 November 2013 drs. Katherine Kucherenko
  2. 2. Cu!omer Intelli#nce and Social Me$a
  3. 3. >1.5 billion Number of social networking users globally 80% Proportion of total online users who interact with social networks regularly 70% Proportion of companies using social technologies 90% Proportion of companies using social technologies that report some business benefit from them McKinsey Global Institute, “The Social economy: unlocking value and productivity through social technologies”, July 2012
  4. 4. The Mobile Decade
  5. 5. McKinsey Global Institute, “The Social economy: unlocking value and productivity through social technologies”, July 2012
  6. 6. 58% of social media users say they write product reviews to protect other consumers from bad experiences, and almost one in four say they broadcast their negative experiences to “punish companies.” 60% of social media users say that consumer ratings and consumer reviews are their preferred sources for information about products and services. State of the media: Social media report Q3 2011, NM Incite, 2011
  7. 7. More data cross the Internet every second than where stored in the entire internet jsut 20 years ago. 2.5 exabytes In 2012, of data are created each day, and the number is doubling every 40 months. Walmart collects more than it’s customer transactions. Twitter generated 2.5 petabytes of data every hour from 10 terabytes per day in 2010. Facebook generated 25 terabytes per day in 2009 in log files alone. Zynga was generating 1 petabyte of data per day in 2010. McKinsey Global Institute, “The Social economy: unlocking value and productivity through social technologies”, July 2012 HBR, “Big Data: The Management Revolution”, October 2012
  8. 8. “We don’t have better algorithms. We just have more data.” Peter Norwig Google’s director of Research
  9. 9. Customer Intelligence Google Twitter Website Website Fora Reviews YouTube Facebook post TV reclame Advertentie Direct mail Telefooncentrale Twitter Facebook Review KTV Email Telefooncentrale Website FourSquare/Pin
  10. 10. Text Sociodemographic Social profile Transactional Online behavior Contact information Value Loyalty
  11. 11. Text
  12. 12. Text Sociodemographic Social profile Transactional Online behavior Contact information Value Loyalty
  13. 13. Unstructured Contact information Documentation E-mails Text Online behavior Structured Socio-demographic Transactional Loyalty Social profile Internal External
  14. 14. Co-creation Ways social technologies can add value in organizational functions and customer intelligence
  15. 15. CK Prahalad
  16. 16. Co-creation Ways social technologies can add value in organizational functions and customer intelligence Market research
  17. 17. Co-creation Ways social technologies can add value in organizational functions and customer intelligence Market research Product development
  18. 18. Co-creation Ways social technologies can add value in organizational functions and customer intelligence Market research Product development Relationship building
  19. 19. Co-creation Ways social technologies can add value in organizational functions and customer intelligence Market research Product development Relationship building Customer care
  20. 20. Co-creation Ways social technologies can add value in organizational functions and customer intelligence Market research Product development Relationship building Customer care Leads
  21. 21. Co-creation Ways social technologies can add value in organizational functions and customer intelligence Market research Product development Relationship building Customer care Leads Cross- & Up selling
  22. 22. Text Social profile Online behavior
  23. 23. The binary matrix data structure Machine learning algorithms Employee Other Dutch stud d Foreign Stu ent ent Attr ib blac utes ( r - Ha k=no) : ed=yes s , - Ha Maste r s - Re Bache Degre e late d to lor Deg reso re hum u - Liv rces an e e - Wo s in Am - Sp rks in IT sterdam e - Sp aks En industr y g eak s Du lish - Is man t age ch r
  24. 24. Text Sociodemographic Social profile Transactional Online behavior Contact information Value Loyalty
  25. 25. Employee Other Dutch stud Foreign Stu + ent dent HR professionals in the Eastern of the Netherlands carry 28% more chance to buy a ticket insurance then the rest of the customers. Tweeter users who post anything about soccer game might be interested in a trip to a soccer competition. “0.1% higher conversion rate results in additonal € 100.000 sales per month..”
  26. 26. Co-creation Ways social technologies can add value in organizational functions and customer intelligence Market research Product development Relationship building Customer care Leads Cross- & Up selling Segmentation & propositions
  27. 27. Co-creation Ways social technologies can add value in organizational functions and customer intelligence Market research Product development Relationship building Customer care Leads Cross- & Up selling Segmentation & propositions Demand forecasting
  28. 28. Objectinformatie Meldkamer Incidentenregistratie Basisregistrategie adressen en gebouwen Sentiment op Twitter Tekstanalyse Twitter Sensoren Historische gegevens KNMI GSM data
  29. 29. Google Twitter Website surfgedrag Betaalgegevens KNMI Inventory optimization Sentiment GSM data Facebook CRM gegevens
  30. 30. Tim Salimans Data scientist at Algoritmica
  31. 31. Co-creation Ways social technologies can add value in organizational functions and customer intelligence Market research Product development Relationship building Customer care Leads Cross- & Up selling Segmentation & propositions Demand forecasting Market forecasting
  32. 32. Co-creation Ways social technologies can add value in organizational functions and customer intelligence Market research Product development Relationship building Customer care Leads Cross- & Up selling Segmentation & propositions Demand forecasting Market forecasting Marketing communication
  33. 33. “Half the money I spend on advertising is wasted; the trouble is I don't know which half!" Henry Ford
  34. 34. “Half the money I spend on G advertising is wasted; N nt e Otroublemis I don't know the R re of W du % a 0 S whichehalf!" n the A 5 m ’s han ed i W ay t d e E ast . to or H o m as w ury d t ts, t re en HenrycFord d w en pa m pen th om stru g s 20 C in sin arly rti e ve ad
  35. 35. (Example)
  36. 36. Vastgoedmaatschappij Bank (Example) Telco
  37. 37. Co-creation Ways social technologies can add value in organizational functions and customer intelligence Market research Product development Relationship building Customer care Leads Cross- & Up selling Segmentation & propositions Demand forecasting Market forecasting Marketing communication Not exhaustive!
  38. 38. Masterclass ‘Big Data in de Nederlandse praktijk’ 12 December Nyenrode Business Universiteit www.DigitalDataDays.com
  39. 39. “A strong wind is blowing, that either inspires you or gives you a headache.” Katherine the Great (1729 - 1796)
  40. 40. Value Developing Selecting Target Markets Market Sensing & Intelligence Strategic Planning Integrating & Resourcing Finance & Recource Allocation CEO GC CCO CFO CHRO CIO CSCO Selection & Talent Management Value Developing Procurement Vendor Selection Strategic partnering & Alliances Channel design Channel Relationship Mng Technology ICT Selection & Implementation Development Value Delivering Operations Manufacturing Logistics Order fulfillment Service Delivery Customer Value Value Maintaining Customer Relationship Management Managing Brand Equity Source: George Day (1999), The market-driven organization, understanding, attracting and keeping valuable customers.
  41. 41. Strategic roadmap Architecture & Infrustructure Real-time analytics infrastructure
  42. 42. Real-time analytics infrastructure Strategic roadmap Architecture & Infrustructure Listening Understanding Delivery Gather structured & unsructured data to define intent, loyalty, influence, and sentiment. Integrate and analyze all customer data and create valuable insights. Deliver information and insights to management processes and enable employees to act quickly, decisively, and appropriately.
  43. 43. Data-driven companies are better performers! 5% more productive 6% more profitable Structured interviews with executives at 330 North American companies Performance data from annual reports Independent sources Source: MIT Center for Digital business McKinsey Business technology office Wharton University of Pennsylvania
  44. 44. Making profit is not an option. Making profit is a duty. Prof.dr. H.Robben & Prof.dr. R. Moenaert
  45. 45. Thank You. drs. Katherine Kucherenko www.icons.nl @katherinekucher

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