Pisa Final Ipm
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International conference of data miming, Pisa 2009 - Marketing intelligence

International conference of data miming, Pisa 2009 - Marketing intelligence

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Pisa Final Ipm Presentation Transcript

  • 1. © 2008 Exeura s.r.l. – Confidential and Proprietary TM Easy Analytics Everywhere “Mining Value In Marketing Campaign Data” (Domenico Greco – Aster Group President) Pisa, 16th December 2008 Powered by
  • 2. ASTER Group Profile from Dealership to Leadership Our company’s life time assets – 4 transformation phases 2008/12/16 © 2008 ASTER – Confidential and Proprietary Page 2/14
  • 3. Matching Business Needs & Customer Value Sustainability and competiveness continuously driven: Gap analysis on B.U.: what customers should buy? Cluster analysis on customer “life time value”: which customer contact, when and how? The results are merged to determine the operating budgets for One-to-One marketing campaigns, thus optimizing the allocation of resources: time, budget, information, and human resources. 2008/12/16 © 2008 ASTER – Confidential and Proprietary Page 3/14
  • 4. The Challenge: to exchange experience with analytics > 1.000 Per year Yearly Customer transactional Data for data on over 300,000 500M € Learning by Doing customers 2008/12/16 © 2008 ASTER – Confidential and Proprietary Page 4/14
  • 5. Business Analytics Needs the collaboration with Exeura 1. What’s the value of our MKTG campaign? We need to define an effective concept of value created by MKTG campaign. We need to accurately forecast the results of each campaign; 2. Why MKTG campaigns generate value? We need to discover on a short time the key variables that determine the success of a marketing campaign; 2008/12/16 © 2008 ASTER – Confidential and Proprietary Page 5/14
  • 6. Business Analytics Solution Marketing Effectiveness Index How does a MKTG campaigns create value? What’s the real effectiveness of a MKTG campaign? Actual value – economic flow produced during the period of time for the evaluation; EI (IE) = effectiveness index Potential value – prospected economic flow generated after evaluation period. PEI (IEP) = potential effectiveness index General Effective Index: GEI (IET) = IE * IEP 2008/12/16 © 2008 ASTER – Confidential and Proprietary Page 6/14
  • 7. Step 1: Campaign Assessment by GEI We applied this model to our CRM DB: this was the first time we were able to order our MKTG campaign by effectiveness GEI per type G Id u n E istrib tio 1.600 10 60 1.400 10 40 1.200 10 20 1.000 10 00 GEI 800 GEI 80 0 600 60 0 400 40 0 200 20 0 - 0 Se ce TG Se ce TG G G G ice TG Se ce TG Se ce M TG Se ce TG G Se ce TG Se ce M TG Se ce TG G to G o tis uto tis ion tis ion tis ion Se tisf ion Se ce ion KT Aut ice T ice T ice T KT KT Au rv MK rv MK rv MK rv MK rv MK rv MK K rv MK rv MK rv MK K rv MK sa A s a a ct s a a ct s a a ct s a a ct rv a ct 0 10 0 20 0 30 0 40 0 50 0 60 0 M G f f f f KT i i i i i i i i i rv rv M M M Se Se Se c m a nID a p ig type 2008/12/16 © 2008 ASTER – Confidential and Proprietary Page 7/14
  • 8. Step 2: Campaign Value Prediction why MKTG campaigns generate value ? 2008/12/16 © 2008 ASTER – Confidential and Proprietary Page 8/14
  • 9. Insights in Customer Behaviors By analyzing the information we learned aspects of our customers not well known or understood before: The average life time of the relation with the customer; The average of KM our customers make in life time relation; The seasonality and cycles of our customer visits The purchasing patterns (cars and services) 2008/12/16 © 2008 ASTER – Confidential and Proprietary Page 9/14
  • 10. Insights in Value Drivers By Leveraging Multivariate regression model we have discovered: The customers redemption is different according to the shop and to the salesman related with the customer; The automotive brands and models that are likely to produce positive customer response to a marketing campaign; The most profitable stages of a customer relationship. 2008/12/16 © 2008 ASTER – Confidential and Proprietary Page 10/14
  • 11. Integrating Analytics with “Marketing Decision Making” Customer DB 1 Optimum 2 Marketing Variables MKTG Campaign 3 Attended 4 Value 2008/12/16 © 2008 ASTER – Confidential and Proprietary Page 11/14
  • 12. Our new Business Model powered by Business Analytics Gap Analysis Business analytiics Customer analysiis K.P.I. MKTG Programs Value drivers B.U. B.U. B.U. A B C 2008/12/16 © 2008 ASTER – Confidential and Proprietary Page 12/14
  • 13. About Exeura & Rialto 2008 Exeura is 8 years old spin-off of University of Calabria with offices in Chicago, Milan, Cosenza and soon Frankfurt Leverages 20+ years of leading edge research and innovation funded by government grants and tested in early market trials Over 15 market trial applications in the areas of health care, finance, insurance, government and intelligence Rialto 2008: Easy Analytics Everywhere Exeura Academic Program provides free access to instructors and researchers as well as highly discounted licenses for University Administrative Offices 2008/12/16 © 2008 ASTER – Confidential and Proprietary Page 13/14