Integration, Information and Insights: A Contextual Perspective on Customer Interactions

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Learn about contextual data integration and how data science helps you to enable multi-channel, customer focused marketing strategies.

Learn about contextual data integration and how data science helps you to enable multi-channel, customer focused marketing strategies.

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  • Data integration challenges and the risks of deriving data insights out of context Learn about contextual data integration and how it can help you in your marketing efforts Gain insights into enabling multi-channel, customer focused marketing strategies: Sirius Satellite Radio Canada Case study
  • Statistical Data Integration Map known characteristic of one group of individuals onto another group of individuals based on a set of common attributes: Demographic Profile Matching Geo-demographic Clustering Audience-topology clustering Calibration Fusion Challenges: Complex process of validation and auditing Difficult apply to non demographic data such as behavioral. CRM Data Integration Data integration on individual Consumer/Customer level Extract data from multiple systems Build data warehouses, data marts, Online Analytical Processing (OLAP) for multi-dimensional queries Data mining for pattern extraction and predictive analytics Challenges: Data formats and metrics vary from system to system Semantic integration problems Integration of structured and unstructured data Quality of data Knowledge extraction from massive integrated data Advertising and branding: Market Share, Brand Development Index, Awareness CRM: Churn, Retention rate, RFM, Customer Life Time ValueDirect marketing: Response Rate, Cost Per Lead, Lead-to Sales Conversion RateAdvertising media: Impressions, Gross Rating Points (GRP), Effective ReachWeb and online metrics: Unique Visitors, Unique Visits, Pageviews, e-mail Opens, Clickthrough Rate
  • Data integration process that is focused on the particular business or marketing strategy and marketing business decision makers audience Business users of the data and information are able to make decisions and act on the information Decisions and actions can be automated
  • Define contextual integration domain, business stakeholders and target user information audience Acquiring new customers context Target information user audience: marketing managers, and other business stakeholders involvement of customer acquisition process Generating more business from existing customers context Reducing cost of acquiring context Identifying and serving the customers that generate the most profit Improving customer retention rate context
  • Determine target actions based on the business context Track target action events Contextual data tagging Use a first party-cookie to maximize life cycle management Online media to get customer centric vs. media centric view Build profiles of anonymous users Data integration with overlay behavioral, demographical and transactional information Use offline to online contextual tracking codes, landing pages to understand channel to channel conversion Enable data quality monitoring Measure data “trust factor” Enrich data with contextual artifacts Use contextual dimensions and measurements
  • Use of anonymous persona model to integrate data Create anonymous profile with all customer attributes but Personal Identifiable Information (PII). Group similar profiles into clusters of digital persona groups. Apply data mining to find clusters and build automated classification, scoring and predictive models. Apply run time classification and scoring to recognize digital persona. Deliver the most relevant marketing message to the persona group. Privacy Sand box
  • Personal identifiable information (PII) is never stored in clear text files and can not be accessed directly using general purpose data access or query tools. Access to personal identifiable information (PII) is restricted and enforced based on privacy policy. The “Need to know” security principle is followed. All access to the PII is audited. Each event of explicit or implicit personal data collection has visible contextual explanation what personal data is collected, why and what are benefits for consumer.
  • Automated rules based campaigns: direct, phone, e-mail, web, online media: Use of static and dynamic rule engines Event triggered communication Online media personalization Multi step or multiple waves and multi channel campaigns use previous step or wave to tune communication in different channel.
  • - Contest – Where did the name SIRIUS come from? And how is relevant to the company logo? - Started in December 2005 One of the fastest growing subscription based services Achieved 500K subscribers in under 2 years time. Canadian satellite radio leader with over 80% share of the market
  • In order to stimulate demand and facilitate engagement in our product the online listening trial was developed to give potential customers a sample of the content they could receive.
  • Message to existing customer to notify them of their existing subscription and method for retrieving Login ID / Password.
  • SIRIUS has established partnerships with a significant number of automotive manufacturers to enable the reception of SIRIUS Satellite services from integrated/built in stereo receivers. Each automotive partner is unique in the way they enable and offer the SIRIUS radio and service to their customers Ford – Standard feature on most vehicles with 6 month complimentary trial subscription included Chrysler – Factory option on select vehicles and trim levels with 12 month complimentary trial subscription. Mercedes – Factory option on select vehicles / trim levels with 12 month complimentary trial subscription.
  • Each automotive partner data process set up is unique and challenging. Many data processes go from partner to SIRIUS U.S. to SIRIUS Canada. Timing is critical to ensure confirmation of sold data to SIRIUS Canada triggers trial subscription period and conversion communication streams. Working closely with partner marketing departments we need to ensure that customers are aware that SIRIUS is an option for their vehicle or comes with their vehicle. Training dealers and providing them with marketing materials is another key focus to ensure that customers have a good knowledge of how to access and use SIRIUS as soon as they drive off the lot.
  • Why do customers leave us? Identify actionable reasons – no need or do not listen anymore not a legitimate reason that we can action. - product not meeting expectations? Received as a gift? Temporary / seasonal? Financial hardship – low on the hierarchy of needs Radio lost or stolen Changed jobs Payment failure Voluntary vs. Involuntary reasons Targeting Reason Code(s) – source of issue Plan type – monthly, annual, two-year, longer? Account value – how many subscriptions on account? Renewal date – when does the subscription rollover to a new term? Radio source type (i.e. Automotive, Retail, Direct, Special Markets)
  • Value of offer determined by customer profile attributes such as: Number of radio subscriptions Subscription term Customer Tenure Product Acquisition channel
  • Customer Retention – when are customers leaving? Why? Is this a symptom of a bigger issue? Automation - to alleviate resource constraints, concentrate on continuous refinement and optimization.

Transcript

  • 1. Integration, Information andInsights: A Contextual Perspectiveon Customer InteractionsIgor NesmyanovichPhD, CIISP, Partner and CIO, dthree inc.Steve VermeirenDirector – CRM and Retention, SIRIUS Satellite Radio
  • 2. Presenters  Igor Nesmyanovich; CIO, partner dthree inc, Mississauga, ON  dthree is a leading provider of an enterprise marketing platform that enables customer interactions management in a holistic and contextual fashion.  Steve Vermeiren; Director – CRM and Retention, SIRIUS Satellite Radio, Toronto, ON  SIRIUS is Canadas number one choice for satellite radio with 110 full-time channels broadcast from studios in Vancouver, Toronto, Montreal and New York.Confidential and Proprietary © Copyright dthree inc. All rights reserved. This document may not be copied in whole or part without written authorization. | | Page 2
  • 3. Key Discussion Points Data integration challenges Learn about contextual data integration Gain insights into Sirius Satellite Radio Canada Case studyConfidential and Proprietary © Copyright dthree inc. All rights reserved. This document may not be copied in whole or part without written authorization. | | Page 3
  • 4. Definition of Data Integration  “A formal process to combine information from two or more separate data sources, making use of information in the databases for the purpose of accurately estimating certain values that are not available in any single data source.” ARF (Association of National Advertisers and the American Association of Advertising Agencies)Confidential and Proprietary © Copyright dthree inc. All rights reserved. This document may not be copied in whole or part without written authorization. | | Page 4
  • 5. Data Integration Techniques Statistical Data Integration CRM Data integration  Map known characteristic of one  Data integration on individual group of individuals onto another Consumer/Customer level group of individuals based on a set of common attributes  Challenges:  Challenges:  Data semantic, formats and metrics vary from system to  Complex process of validation and system auditing  Quality of data  Difficult to apply to non demographic data such as behavioral.Confidential and Proprietary © Copyright dthree inc. All rights reserved. This document may not be copied in whole or part without written authorization. | | Page 5
  • 6. Contextual Data Integration  Focused on the particular business or marketing strategy  It is about customers and consumers, not channels  Enables Business users to make decisions and act on the information  Decisions and actions can be automatedTraditional data integration General Data Contextual Data Contextual Decisions and Data Collection Integration Integration Interpretation actions Contextual data integration Contextual Data Contextual Data Contextual Data Interpretation Collection Integration Decisions and ActionsConfidential and Proprietary © Copyright dthree inc. All rights reserved. This document may not be copied in whole or part without written authorization. | | Page 6
  • 7. Contextual Data Integration Process 1 Define contextual integration domain 2 Define domain metrics and KPI 3 Define semantic and data models and maps 4 Optimize data collection 5 Enable marketing actionsConfidential and Proprietary © Copyright dthree inc. All rights reserved. This document may not be copied in whole or part without written authorization. | | Page 7
  • 8. 1 Define Contextual Integration Domain  Acquiring new customers context  Generating more business from existing customers context  Reducing cost of acquiring context  Identifying and serving the customers that generate the most profit  Improving customer retention rate contextConfidential and Proprietary © Copyright dthree inc. All rights reserved. This document may not be copied in whole or part without written authorization. | | Page 8
  • 9. 2 Define Domain Metrics and KPIs  Acquiring new customers context  Incremental Sales Revenue, Profit, Market Share, Cost Per Acquisition, Net Promoter Score  Generating more business from existing customers context  Incremental Revenue and Profit per Customer, Share Of Wallet (SOW), Market Basket  Reducing cost of acquiring context  Cost Per Acquisition, Prospect Lifetime Value, Return On Marketing Investment  Identifying and serving the customers that generate the most profit  Customer profit, Customer and Prospect Lifetime Value  Improving customer retention rate context  Retention Rate, Customer Lifetime, Recency, Customer Satisfaction, Retention CostConfidential and Proprietary © Copyright dthree inc. All rights reserved. This document may not be copied in whole or part without written authorization. | | Page 9
  • 10. 3 Define Semantic And Data Models Impressions Prospects CPM CPC Offer Conversion Rate CPARelevancy Rules New Customers Revenue Per Basket Revenue Profit ROMI Retention Rate CLVConfidential and Proprietary © Copyright dthree inc. All rights reserved. This document may not be copied in whole or part without written authorization. | | Page 10
  • 11. 4 Optimize Data Collection  Determine target actions based on the business context  Track target action events  Contextual data tagging  Use offline to online contextual tracking codes  Enable data quality monitoring and measure data “trust factor”Confidential and Proprietary © Copyright dthree inc. All rights reserved. This document may not be copied in whole or part without written authorization. | | Page 11
  • 12. 4 Optimize Data Collection (Cont.) Knowledge Extraction and Analysis  Contextual data marts  Contextual reports  Integration structured and unstructured information  Enable collaboration between analysts and decision makers  Less time on report development - more time on data interpretation and analysisConfidential and Proprietary © Copyright dthree inc. All rights reserved. This document may not be copied in whole or part without written authorization. | | Page 12
  • 13. 4 Optimize Data Collection (Cont.) Data Integration And Privacy Secure data with Personal Identifiable Information (PII) Enforce privacy policy All access to the PII is audited Explain to consumers what personal data are collected and why, and the benefitsConfidential and Proprietary © Copyright dthree inc. All rights reserved. This document may not be copied in whole or part without written authorization. | | Page 13
  • 14. 5 Enable Marketing Actions  Automated rules based campaigns  Use of static and dynamic rule engines  Event triggered communication  Online media personalization  Multi step and multi channel campaigns: direct, phone, e-mail, web, online mediaConfidential and Proprietary © Copyright dthree inc. All rights reserved. This document may not be copied in whole or part without written authorization. | | Page 14
  • 15. Case StudyConfidential and Proprietary © Copyright dthree inc. All rights reserved. This document may not be copied in whole or part without written authorization. | | Page 15
  • 16. Case Study• Launch Date: Sirius Satellite Radio launched in Canada in December, 2005• What is Satellite Radio: • Subscription based radio with… • uniquely available programming… that is • digitally delivered by satellite… to both • mobile and fixed receivers. • 100% commercial-free music with less DJ chatter, extensive variety, digital sound and deep playlists • News, Sports, Comedy and Family Entertainment – something for everybody • Programming availability across Canada and the United States, wherever you may travel • The ability to use your radio receivers wherever you want: in the car, at home, on your boat… • Low monthly costs… less than $0.50 a day or less than the cost of a single CD a month! Confidential and Proprietary © Copyright dthree inc. All rights reserved. This document may not be copied in whole or part without written authorization. | | Page 16
  • 17. Building the Vision  To achieve business objectives SIRIUS will work towards an end state that will allow it to deliver results through customer focused marketing, targeting and service management. Marketing Intelligence Infrastructure Marketing Database Metrics/KPI’s/Reports Models/Segmentation Marketing Process Management Analytics Planning Evaluation Execution ResultsConsideration Acquisition Loyalty Servicing Cross-Sell Renewals Hardware Collections Retention Winbacks Upsell Upgrades Customer Lifecycle Management Marketing Research Confidential and Proprietary © Copyright dthree inc. All rights reserved. This document may not be copied in whole or part without written authorization. | | Page 17
  • 18. The life of a SIRIUS customer… Map customer stages to marketing strategies, plans and tactics  Integrate mass and targeted marketing activities  All customers are not the same….Retail, Automotive, Special Markets, Direct  What communication channels to use…Online, Email, Phone, Print, OVM/IVTM Consideration Activation Renewal Reacquire -Online - Call Centre - Call Centre - Outbound Call Centre -Word of mouth - Online - Online - Programs / Offers - News Media - Vehicle Purchase - Communications - Short vs Long term -Website - CollectionsAwareness Acquisition Service/Loyalty Retention- Mass Marketing - Call Centre - Sampling - Call Centre- Event Marketing - Mitigation - Promotions - Online- Sponsorships / Partnerships - Retail - Programs / Offers - Engagement- News Media - Up sell / Cross sell- Word of Mouth - Communication Preferences Market / Customer Research - Independent and Panel Confidential and Proprietary © Copyright dthree inc. All rights reserved. This document may not be copied in whole or part without written authorization. | | Page 18
  • 19. Acquisition (Media Player, prospects) Objective:  Acquisition of new customers Customer Targeting:  Source and drive prospects to the online listening registration page through a number of different online and offline marketing platforms. (i.e. Online media, SEM, events, sponsorships, promotions, etc.) Offer Details:  Time limited online listening trial to SIRIUS Satellite Radio.  Durations determined and tested depending on the source of the promotion. Measures of Success and Additional Details:  Number of registrations, Source of registrations (Partners, events, emails, etc)  Number of registration activations / listeners  Number of re-occurring registrations (after exclusion period)  Number of new subscriber activations  Effectiveness of different duration listening trials  Effectiveness of partner/sponsor and prospect data collection programs  Amount of listening time  Content and variety of listeningConfidential and Proprietary © Copyright dthree inc. All rights reserved. This document may not be copied in whole or part without written authorization. | | Page 19
  • 20. Acquisition (Media Player, prospects) Set up unique listening trial promotion period Drive Customers to listening registration platform  Recognition  Existing customers  Welcome  Engage and educate  Reminder  Activate registrants  Thank you  Provide offer incentive to drive purchase/activation Results  Optimize and improve processes  Who is responding? Who is not?  What types of promotions? Confidential and Proprietary © Copyright dthree inc. All rights reserved. This document may not be copied in whole or part without written authorization. | | Page 20
  • 21. Automotive ProgramConfidential and Proprietary © Copyright dthree inc. All rights reserved. This document may not be copied in whole or part without written authorization. | | Page 21
  • 22. Automotive Program  Objective:  To motivate, stimulate and engage automotive customers during their Prepaid subscription term.  To obtain a customer paid subscription commitment.  Customer Targeting:  Use available automotive customer data to determine appropriate multi- channel communication streams and tactics.  Communications Strategy:  Welcome, entrench listening habits and increase engagement through content connections  Educate and inform customer of value benefits. (cost, coverage, content)  Utilize timing of subscription end date and test multiple offers  Offer Details:  Standard pricing plan options until customer conversion trends determined.  Test various offers to increase effectiveness.Confidential and Proprietary © Copyright dthree inc. All rights reserved. This document may not be copied in whole or part without written authorization. | | Page 22
  • 23. Automotive Program Measures of Success and Additional Details:  Inbound call and purchase of SIRIUS subscription term.  Timing of customer subscription commitment.  Effectiveness of communication materials  Customer opt-in / Express Consent.  Email collection.  Online listening application usage. Factors to Consider:  Each automotive OEM (Original Equipment Manufacturer) has unique requirements and business processes.  Level of dealer understanding and influence during purchase process  Ability to determine customer purchase intent (option vs. trim level inclusion)  Impact of Make/Model to communications/ability to convert.Confidential and Proprietary © Copyright dthree inc. All rights reserved. This document may not be copied in whole or part without written authorization. | | Page 23
  • 24. Automotive Program  Keys to Success…  Data integrity and solid, stable processes between partners  Automotive marketing and dealer support  Research: what do the customers say? Converters vs. non-converters?  Multi-channel communications – integration and knowledge of outbound and inbound tactics, offers.  Shared learnings and tactics across partners  Test, test, and test again…Confidential and Proprietary © Copyright dthree inc. All rights reserved. This document may not be copied in whole or part without written authorization. | | Page 24
  • 25. Retention  Objective:  To resolve issues and reduce customer attrition of radio subscriptions through proactive and reactive programs.  Customer Targeting:  Analyze and understand specific areas of customer lifecycle where subscription cancellations occur and prioritize tactics by volume/effort.  Target using insight and customer criteria based upon relevancy, timing and customer profile attributes  Communications Strategy:  Data integration and sourcing across multiple channels is crucial in the development of an effective retention program.  Outbound mail programs (Renewal notification)  Email (Service messaging, offers, renewal payment reminders, etc.)  Call Centre CRM application (dynamic offer presentation/management)  OVM/IVTM (payment failure notification)Confidential and Proprietary © Copyright dthree inc. All rights reserved. This document may not be copied in whole or part without written authorization. | | Page 25
  • 26. Retention  Offer Details:  Variable and unique offers dependant upon customer situation. (i.e. Stolen Radio = discounted radio offer)  Value of offer determined by customer profile attributes  Measures of Success and Additional Details:  Understanding and dealing with root causes as well as identifying early customer behaviour indicators are the key to driving proactive retention results  Number of customer deactivations. (Voluntary vs. Involuntary)  Subscription Renewal Rates  Deactivation Reason Codes  Communication program results  Number of retention calls  CRM application usage (offers presented, accepted, declined)Confidential and Proprietary © Copyright dthree inc. All rights reserved. This document may not be copied in whole or part without written authorization. | | Page 26
  • 27. Retention  Keys to Success…  Analyze customer data and business processes to determine the areas that have the biggest impact to your objectives.  Establish key performance indicators that align to top-line objectives  Integrate as many customer touch points as possible  Automate programs to create timely and relevant messages  Research is an important activity that can provide additional insight and context to existing customer data.Confidential and Proprietary © Copyright dthree inc. All rights reserved. This document may not be copied in whole or part without written authorization. | | Page 27
  • 28. Conclusion  Key Benefits of contextual data integration  Less time and efforts for data integration and analysis  Decisions are more timely  Marketing interactions are more relevant and just in time  Better visibility of impact on the business results and KPIConfidential and Proprietary © Copyright dthree inc. All rights reserved. This document may not be copied in whole or part without written authorization. | | Page 28
  • 29. Merci THANK YOU! For more information Visit http://www.dthree.com Email: igorn@dthree.comConfidential and Proprietary © Copyright dthree inc. All rights reserved. This document may not be copied in whole or part without written authorization. | | Page 29