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Teradata Customer Management Portfolio

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Teradata Customer Management presentation by Marc Schroeder at the Teradata 3rd Party Influencers Meeting April 2010 in San Diego, CA

Teradata Customer Management presentation by Marc Schroeder at the Teradata 3rd Party Influencers Meeting April 2010 in San Diego, CA

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  • 04/28/10 13:58
  • 04/28/10 13:58
  • 04/28/10 13:58
  • 04/28/10 13:58 04/28/10 13:58
  • 04/28/10 13:58 Empower – Empower more users and make users more effective Expand – Expand the data and insight our customers have about their customers . Offer Optimizer where customer gets timely offers, multi step in general contact management, Enhance – By leveraging a more robust repository of customer data (and making is easy for users to leverage and access) results in a better customer experience. Customers are contacted for what is relevant, and in a timely manner. Real time interaction is a good example of helping them at the appropriate point of need, and with relevant communication based up historical data and in session date. AS and GH notes – key is producing marketing apps for social networking, have a module around product recommendation, it’s an analytical thing. Another idea??? Maybe a next wave to take this further. Extend in our solution in to customer facing like prod rec and disc groups, like facilitate they way people interact and text mining. Drivers: First, we see the marketing world becoming more and more complex. Customers with more choices and channels and more sophistication including being more technology literate. Second, we see organizations becoming more customer aware – that is, more parts of the organization will want/need to interact and be consistent with other parts. Third, we see continuing fragmentation in this market – that is more tools and methodologies emerging especially driven by customer/consumer evolution and usage of new technologies e.g. social networking brings in completely new data and analytic approaches. All this complexity must be harnessed and so future marketing platforms will have the following attributes: We want Teradata and TRM to be at the core of helping our customers maximize ROI from marketing and communications. We want to help our customers optimally leverage all customer channels and interactions, and all information they have about their customers, both historic and real time. Vision for a marketing platform So, a marketing platform must be data centric (not process centric) – capturing as much information as possible and organized in a flexible way to enable new insights for behavior and to knock down new emerging stovepipes. Processes will change – they must be supported today but not locked in. The platform must distribute and share insight amongst all parties who will impact the customer’s experience, that is tools must be insight enabled so that advanced users have access but are not inhibited; other users can be assisted as necessary as they collaborate (explicitly and implicitly) in defining the customer’s experiences. New methods and tools must be able to be incorporated easily. The platform must manage the distribution of all this insight into operational systems and processes, that is the insight and strategies must be utilized in a context that is appropriate for the particular customer interaction – often choosing between alternative options. Then, the results of the interaction must be captured to close the loop. New channels must also be able to be included – from a cross-channel perspective but also depending on how this specific channel is utilized. Teradata’s approach: Continue to deliver scalable tools that are designed to develop and exploit a flexible data-centric foundation that represents the most complete and accurate view of the customer. This will drive effectiveness for the people doing the work and the overall investment in customers. This foundation will be flexible to evolve as customers do, enabling users to be able to adapt as well – not lock them into a certain process with prescribed data elements. This environment will be highly automated to enable more and more personalized interactions without requiring huge manual efforts but will be controllable and measurable. More specifically, 1) explosion of channels and sophistication of customers is creating huge new volumes of data, with much more complex associations but also with better tracking and identification of the source. TD is working to make it easier to capture and organize this complex data, incrementally improving the overall picture of all customers e.g. Web data that can be used to improve the experience across the board. TD will provide the tools and infrastructure to capture, organize and integrate this data with existing sources to extend the understanding of the customer and their behavior. 2) As customers become even more sophisticated and expect a more integrated experience, the employees (and partners) who are shaping that experience require better access to granular data, but in a way they can consume. The tools that enable them will include more embedded analytic functions to guide them, and more reusability to take advantage of past experience of themselves and their peers, and will provide the ability to manage the experience at a highly granular level. Also, people that historically aren’t users of marketing software will take more of a role to shape the experience and so they need to utilize the same foundation for consistency, but with tools that are better aligned to their needs. TD will extend the tools with more embedded analytics but also will provide various ways to make the tool functionality more available to others in the organization whether that’s distributed marketing people of people in other roles such as product management or service. 3) Executing and delivering the experience in a consistent way is critical. As channels proliferate, there is increasing complexity in the balance between mature and emerging ways to interact with customers. In addition, as more people participate in the design of the experience, there will be potentially conflicting approaches. So, the overall strategy (cross channel) must be enforced and the right level of investment must be managed – the “right” amount of effort and cost. Delivering on the experience requires a high degree of automation so the “right” message is delivered in the “right” context and the “right” time regardless of the source, and this must be easily adaptable as business priorities change. TD will extend the ability to integrate the foundation with operational systems, whether human attended or self service, and coordinate between all channels – new and old. In addition, optimization will be provided to balance potentially conflicting activities with the management tools necessary to control the environment and tune the strategies.
  • Transcript

    • 1. Teradata Customer Management Portfolio April 27, 2010
    • 2. What’s Driving Today’s Market
      • Channels continue to expand and become interactive
      • Organizations are becoming more customer centric and integrated
      • Behavioral data capture required – drive the right offer to the right customer through the right channel
      • Economic factors has renewed strict focused on measurement and marketing efficiencies
      • Customer knowledge and the breadth of their relationship; privacy protection
      Marketing in Today’s Environment is as Complex and Fast as Ever
    • 3. Vision for Teradata Customer Management
      • manages intelligent customer dialogs
      • captures and leverages behavioral data across all channels so that the most effective offers and messages reach their customers at the right time
      • tracks and measures the messages’ effectiveness
      OUR VISION is to maximize our customers’ profitability by enabling a comprehensive interactive marketing environment that easily and efficiently:
    • 4. Teradata Customer Management Solution Portfolio
      • Teradata Relationship Manager: TRM
        • Traditional Campaign Management
        • Multi-step (dialog) Campaigns
        • Event Based Marketing/Communications
        • Customer behavior focused Marketing Analytics
      • Teradata Interaction Advisor: TIA
        • Real Time Offer Management
        • Real Time Miner
        • Real Time Scoring
        • Self Learning Engine
        • Collaborative Filtering
      • Teradata Marketing Resource Manager: TMRM
        • Workflow/Approvals
        • Budgeting/Planning
        • Digital Asset Management
        • CMO level Reporting
      • Teradata eMarketing
        • Complete eMarketing Platform
        • Real Time access to responses
        • Easy Viewing to understand impact of various browser views
        • In-line reporting on HTML Templates
    • 5. Comprehensive Functionality Analysis and Reporting Selection and Segmentation Real-time Response capture Automated, real-time, cross-channel dialog Offer/content personalization Lead and Offer Optimization Real-time decisioning Content and Asset Management Online data Teradata Relationship Manager Comprehensive, high-performance Teradata foundation Offline data Automated Workflow Advanced Lead Simulation Distributed User Participation Planning and Budgeting Automated Workflow
    • 6. Customer Management Strategy Enable more users to analyze, target, and contact customers while centrally managing contact policies to optimize marketing effectiveness. Adapt to current environment allowing customers to leverage best of breed technologies, support open architecture, web services. Efficient Effective Having in-depth and real time knowledge about customers drives better and more timely decisions. Improves customer experience by optimizing the offer each customers gets, with big impact on relevancy. Foster an interactive dialogue by allowing easier integration and delivery of offers to customers to the optimal channel (leveraging multiple channels) and more successful follow up using response information. Empower User effectiveness Expand Greater customer insight Enhance Improve customer experience Ecosystem Integrate-able and robust
    • 7. Empower – One Environment for All Users
      • Consistency – Ease of Use
      • Communication
      • Approach
      • Single Step
      • Multi Step
      • Customer
      • Interaction
      • Outbound
      • Inbound
      • Optimization
      • Communication
      • Lead/Customer
      • Offer
      • Campaign
      • Processing and
      • Reporting
      • Execution
      • Simulation
      • Channels
      • Direct Mail
      • Interactive Channels
      • Human Channels
      • Social Networking
      • User Type
      • Casual
      • Sophisticated
      • Segmentation
      • Point and Click
      • Tables and Fields
      • SQL
      Empower
    • 8. Expand Trigger Significant Event Communication Strategy Communication Library Target: HVC – Email Preference Campaign: Offer $100 Voucher to play Target: HVC, Call Center Preference Campaign: Offer $150 Voucher to play Target: Mass Cust, Email Preference OFFER – Offer $5.00 Voucher Target: All Customers OFFER – Customer satisfaction survey Target: HVC – Email Great Spring Sweepstakes Target: All Customers Introduction of New Slot Machines Channels Products & Offers Strategic Segments Has customer experienced any service problems? Website down.. call center calls Has customer been losing more than normal? Is it holiday period? Pattern at the same time last year? Changes in Marital Status? Competitors have an aggressive offer? It there a big event coming up? Sudden Decrease in Usage Expand – Event Based Marketing Customer who bet 30% less for the past 2 weeks than the average over the previous two months Detailed Data Summary Data Customer Personal Information Competitor Information Call Center Logs Customer Activity Loyalty Card Information Marketing Campaigns Click Stream
    • 9. An automated, continuous, cross-channel dialog…
      • Julie has changed her name to Julie Jones…
        • Multiples channels, including web
        • Real time responses, when appropriate
        • Automatic contact limiting and campaign prioritization
        • Message reinforcement and reminders
      > Enhance !
    • 10. Once a lead has been qualified and optimized…
      • They enter the campaign at different times
      >
      • They progress through the dialog at their own pace via different routes, based on their particular needs and preferences
      • They progress based on when THEY respond to each step, not in waves determined by pre-programming
      Enhance !
    • 11. Ecosystem – An Integrated Marketing Environment Processes Simulation Integration Segmentation Users Casual Sophisticated Marketer Power User Branch/Store Manager Reporting & Analysis Workflow Offer & Lead Optimization Ecosystem Source Systems Market Research CIF Contact Center Data Branch External Data Legacy Systems Web Data Consumer Behavior Data Customer Touch points Contact Center Agent or Account Manager Web Retail Email Mobile
    • 12. Teradata Active Marketing Ecosystem Customer Management Infrastructure Customer Touch points Hierarchy Management Workflow Management Security Management Data Quality & Governance Metadata Management Source Systems Teradata Active Data Warehouse Data Offer Engines and Applications Reporting and Analysis Operational Components Teradata MRM, VA, Warehouse Miner Teradata RM & IA Teradata Interaction Advisor Teradata Self-Service Teradata eMarketing Market Research CIF Contact Center Data Branch External Data Legacy Systems Web Data Consumer Behavior Data Integrated, Business Insight and Operations Teradata Reporting & Analysis Ecosystem Teradata CDI Contact Center Agent or Account Manager Web Retail Email Mobile
    • 13. Teradata Key Differentiators
      • Event Based Marketing
        • Core competency since 1998 - hundreds of daily triggers with complex filtering and execution
      • Self Service (Distributed Marketing)
        • Customizable interface for the casual or non-marketing user - agencies, suppliers, vendors, stores, sales people, etc.
      • Automated Multi-Step/Cross Channel Optimization
        • Continuous dialogs executed across channels based on lead, offer and channel optimization
      • Real Time Execution (Data Capture, Delivery, Decisioning)
        • Real time inbound decisioning, and near real time trickle-feed of data into the customer record
      • Lead Management/Offer Optimization
        • Integrated lead and offer optimization in a single interface
      • Integrated Web Intelligence – Website, Search and Ad Servers
        • Unique capture and availability of web behavior data and integration into the EDW to enhance targeting and analysis
      • Professional Services
        • Large industry specific PS group to drive consultation, implementation and integration
        • Wealth of experience in each vertical
      • Customer Loyalty
        • Strong, global references across all industries of our client footprint
    • 14. Futures – 2010 Focus
      • New and Improved User Interface
      • Real time dashboards
      • Business Driven Workflow
      • New and expanded relationships:
        • Active Marketing Ecosystem – Aprimo, KXEN, SAS CI
        • Channel connectivity – Strongmail, Pursway, Xtract
        • Additional customer data – Experian
      Efficient Effective
      • Integrate key influencer data with TRM to enable social referral marketing and influencer impact measurement
      • Integrating predictive analytics with existing rule based decisioning engine
      • Sourcing of online advertising
      • Social media behavior data
      Empower User effectiveness Expand Greater customer insight Enhance Improve customer experience Ecosystem Integrate-able and robust