Churn: using all data26 november 2012Damiaan Zwieteringzwietering@nl.ibm.com                        © 2012 IBM Corporation
AgendaAutomatiseren en optimaliserenKlanten selecterenProbeer te lerenWaar loop je tegenaan?En nu verder!2
IBM’s CMO study: de belangrijkste resultaten        Deliver value to                       Capture value,        empowered...
Van automatiseren naar optimaliseren                Effectiveness: doing the right thing                                  ...
Dichter bij je klant                                                                      Customer                        ...
De klant in context: gebruik alle data Directe eigenschappen Producten Transacties Omgeving   – Wat deed de klant   – ...
Tekstanalyse               By analyzing 40% of the               By analyzing 40% of the               customer database: ...
Netwerkanalyse                    D                                              4 • Gebaseerd op contactdata             ...
Modellen maken: interesse en omstandigheden Wat is je interesse?    – Winst    – Werving    – Omzet    – Tevredenheid Wa...
Modellen gebruiken: oprechte interesse Waar heeft het gewerkt en waarom   – Doorvragen   – Blijven nadenken Uitkomsten t...
Samenvatten, verrijken, beslissen                                       Waarde      Samenvatten       – Begrijp de situat...
Neem het serieus Cultuur   – Zenden en ontvangen   – Data en kennis Organisatie   – Teaming   – Verantwoordelijkheid Te...
Technische uitdagingen• Datavolume    Overzicht raakt snel verloren• Ruwe data heeft weinig betekenis    Adressen, datum...
Een laatste waarschuwing                           Cost reduction                           Growth
Neem de juiste stappen Definieer je doel Oprechte interesse Begrijp de impact Laat de techniek zijn werk doen15
Vragen?          © 2012 IBM Corporation
IBM SPSS Modeler Exploreren Integreren Visualiseren Modelleren Toepassen Evalueren
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Damiaan zwietering, IBM - Churn: Using All Data - BI Symposium 2012

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  • To deal with this degree of change and complexity – CMOs’ responses indicated there were three key domains – three imperatives – where they feel the need to improve: Deliver value to empowered customers The digital revolution has forever changed the balance of power between the individual and the institution. If CMOs are to understand and provide value to empowered customers and citizens, they will have to concentrate on getting to know individuals as well as markets. They will also have to invest in new technologies and advanced analytics to get a better grasp of how individual customers behave. Foster lasting connections To effectively cultivate meaningful relationships with their customers, CMOs will have to connect with them in ways their customers perceive as valuable. This entails engaging with customers throughout the entire customer lifecycle, building online and offline communities of interest and collaborating with the rest of the C-suite to fuse the internal and external faces of the enterprise. Capture value, measure results Lastly, CMOs will have to quantify and analyze the financial results of their marketing initiatives and communicate them to the wider organization to enhance the marketing function’s credibility and effectiveness. They also will have to inject new skills into the marketing function by expanding the digital, analytical and financial capabilities of existing employees and by hiring staff or by partnering with specialists to fill the gaps. And since it’s important to lead by example, CMOs will need to invest in enhancing their own expertise in these areas as well.
  • There are three core approaches to deployment, which will be examined in the forthcoming slides. In general Deployment through insight is where you discover some ‘nugget’ of information and then that information is used indirectly to impact the business Deployment through data integration is where the analytics produces some sort of model ‘score’ which is then provided as data and used downstream by the business Deployment through systems integration is where the analytics are directly embedded into the operational systems in some way. The different approaches have different profiles in terms of potential business value and complexity (and cost). Not all approaches will be appropriate to a given business scenario
  • Damiaan zwietering, IBM - Churn: Using All Data - BI Symposium 2012

    1. 1. Churn: using all data26 november 2012Damiaan Zwieteringzwietering@nl.ibm.com © 2012 IBM Corporation
    2. 2. AgendaAutomatiseren en optimaliserenKlanten selecterenProbeer te lerenWaar loop je tegenaan?En nu verder!2
    3. 3. IBM’s CMO study: de belangrijkste resultaten Deliver value to Capture value, empowered measure results customers Foster lasting connections3
    4. 4. Van automatiseren naar optimaliseren Effectiveness: doing the right thing Compleet Optimaal Dossier- klantbeeld Gebruik van Portfolio vorming informatie managementAutomatisch Gebruik van CRM Campagnes Klachten applicaties draaien afhandelen Efficiency: doing the thing right
    5. 5. Dichter bij je klant Customer Intimacy (Keep the promise) Product Operational Leadership Excellence (Make the promise) (Deliver the promise)Michael Treacy and Fred Wiersema, 1993 article in Harvard Business Review5
    6. 6. De klant in context: gebruik alle data Directe eigenschappen Producten Transacties Omgeving – Wat deed de klant – Wat deed de markt – Wat deed de organisatie Netwerken – Wat zegt de klant – Wat is zijn invloed – Wat was het sentiment6
    7. 7. Tekstanalyse By analyzing 40% of the By analyzing 40% of the customer database: customer database: -- The traditional model -- The traditional model can detect up to 62% of can detect up to 62% of churners churners -- The new model -- The new model including all kind of including all kind of customer data can customer data can detect up to 72% of detect up to 72% of churners churners
    8. 8. Netwerkanalyse D 4 • Gebaseerd op contactdata 3 • Wat is de mogelijke invloed? 2 1 A • Autoriteiten en verspreiders
    9. 9. Modellen maken: interesse en omstandigheden Wat is je interesse? – Winst – Werving – Omzet – Tevredenheid Wanneer gebeurt dat? – Klanten – Momenten – Producten – Kanalen9
    10. 10. Modellen gebruiken: oprechte interesse Waar heeft het gewerkt en waarom – Doorvragen – Blijven nadenken Uitkomsten ten opzichte van je oorspronkelijke doel – Gebruik de juiste criteria – Regelmatig terugrekenen Het model is meteen ongeldig – De context is veranderd – Self fulfilling prophecy10
    11. 11. Samenvatten, verrijken, beslissen Waarde  Samenvatten – Begrijp de situatie Systemen  Verrijken Data – Stel je inzicht beschikbaar Inzicht  Beslissen – De beste vervolgactie Complexiteit11
    12. 12. Neem het serieus Cultuur – Zenden en ontvangen – Data en kennis Organisatie – Teaming – Verantwoordelijkheid Technologie12
    13. 13. Technische uitdagingen• Datavolume  Overzicht raakt snel verloren• Ruwe data heeft weinig betekenis  Adressen, datums, tijden• Ongestructureerde data  Documenten, mail, gespreksverslagen, social media• Dataformaten  Applicaties, databases, sheets, files, etc.
    14. 14. Een laatste waarschuwing Cost reduction Growth
    15. 15. Neem de juiste stappen Definieer je doel Oprechte interesse Begrijp de impact Laat de techniek zijn werk doen15
    16. 16. Vragen? © 2012 IBM Corporation
    17. 17. IBM SPSS Modeler Exploreren Integreren Visualiseren Modelleren Toepassen Evalueren
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