The Future of Customer Analytics

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Presentation given at a Business Analytics for All event in Belgium last week. BA4All.com More details on timoelliott.com

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The Future of Customer Analytics

  1. 1. The Future of Customer Analytics Timo Elliott, Jan 30, 2014 Public
  2. 2. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 2Public Our customers produce more than 65% of the coffee and tea we drink each day
  3. 3. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 3Public Our customers produce more than 70% of the world’s chocolate.
  4. 4. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 4Public Our customers produce 64% of the world’s ice cream.
  5. 5. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 5Public Our customers produce more than 72% of the world’s beer.
  6. 6. © 2014 SAP AG. All rights reserved. 6 timo.elliott@sap.com @timoelliott timoelliott.com εὐαγγέλιον
  7. 7. © 2014 SAP AG. All rights reserved. 7 Customer Analytics Trends
  8. 8. 73% of people surveyed wouldn’t care if the brands they use disappeared from their life. Source: Co.Exist
  9. 9. Millennials trust strangers over family and friends. They lean on User-Generated Experiences for purchase decisions. Source: Brian Solis’ Future of Business, 2013
  10. 10. 70% of buying experiences are based on how the customer feels he or she is being treated. Source: McKinsey
  11. 11. More than 70% of customers surveyed believe small businesses understand their customer better than large companies, know their business/product better than large companies, provide a more personal customer service experience than large companies and are more concerned about my needs than larger companies.” Source: : American Express Global Customer Service Barometer, 2012
  12. 12. On average, loyal customers are worth up to 10 times as much as their first purchase. Source: White House Office of Consumer Affairs
  13. 13. 80% of CEOs think they deliver a superior customer experience Source: The New Yorker -- but only 8% of customers agree.
  14. 14. © 2014 SAP AG. All rights reserved. 14 The #1 Use of Big Data is Customer Analytics Source: McKinsey
  15. 15. © 2014 SAP AG. All rights reserved. 15 Which Business Decisions Benefit Most From Big Data? Source: McKinsey Market opportunity and segmentation Customer retention Products and service mix
  16. 16. © 2014 SAP AG. All rights reserved. 16 What Is “Big Data”? The Google Summary
  17. 17. © 2014 SAP AG. All rights reserved. 17 Big Data is at Peak of Inflated Expectations… …but BI & Analytics still #1 Technology priority for 2014 Source: Gartner
  18. 18. Descriptive: What happened? Diagnostic: Why did it happen? Predictive: What will happen? Prescriptive: How can we make it happen? Analytic maturity Hindsight Insight Foresight
  19. 19. By 2017, there will be close to $11 Billion in revenue from 35-million homes using home automation platforms across the globe. Source: GIGAom, 2013
  20. 20. Wearable devices have grown by 2x month over month since October 2012. Source: Mary Meeker’s Internet Trends, 2013 Photo: Intel Free Press
  21. 21. © 2014 SAP AG. All rights reserved. 21 The “Datification” of Daily Life
  22. 22. © 2014 SAP AG. All rights reserved. 23 “We’ll put more computers in our laundry in a week than we’ve used in our lifetime so far” Gartner
  23. 23. © 2014 SAP AG. All rights reserved. 24 The “Datification” of Daily Life
  24. 24. © 2014 SAP AG. All rights reserved. 25 Put Lego here – the nice lego flash file!
  25. 25. © 2014 SAP AG. All rights reserved. 26 The “Datification” of Daily Life
  26. 26. © 2014 SAP AG. All rights reserved. 27 The “Datification” of Daily Life
  27. 27. © 2014 SAP AG. All rights reserved. 29 Discover Hidden Trends
  28. 28. © 2014 SAP AG. All rights reserved. 30 You Are Being Watched
  29. 29. © 2014 SAP AG. All rights reserved. 31 Is Your TV Spying On You?
  30. 30. © 2014 SAP AG. All rights reserved. 32 Spy Chips?
  31. 31. © 2014 SAP AG. All rights reserved. 33
  32. 32. © 2014 SAP AG. All rights reserved. 34 Edward James Snowden Edward Joseph Snowden
  33. 33. © 2014 SAP AG. All rights reserved. 35
  34. 34. © 2014 SAP AG. All rights reserved. 36 Information becomes what you sell… i i i Business ownership IT ownership HBR: “Analytics 3.0”
  35. 35. © 2014 SAP AG. All rights reserved. 37 Predictive
  36. 36. © 2014 SAP AG. All rights reserved. 38 Understanding Customers
  37. 37. © 2014 SAP AG. All rights reserved. 39 Barclays
  38. 38. © 2014 SAP AG. All rights reserved. 40 Track Who Likes Your Products (And Why, And When…)
  39. 39. © 2014 SAP AG. All rights reserved. 41 Social Analytics
  40. 40. © 2014 SAP AG. All rights reserved. 42 Orange Poland (Telekomunikacja Polska) Churn model accuracy improved by 47% with social
  41. 41. © 2014 SAP AG. All rights reserved. 43 “Data-driven decision making played a huge role in creating a second term for the 44th President. In politics, the era of big data has arrived.” - Time Magazine Engage Your Fans
  42. 42. © 2014 SAP AG. All rights reserved. 44 What, When, and Where
  43. 43. © 2014 SAP AG. All rights reserved. 45 Optimizing Sales
  44. 44. © 2014 SAP AG. All rights reserved. 46 Deliver The Right Offer To the Right Customer At The Right Time Modeling time from 3 months to 3 days Up to 4x increase in campaign response rates From product to customer marketing
  45. 45. © 2014 SAP AG. All rights reserved. 47 Add Customer Value in Real-Time
  46. 46. © 2014 SAP AG. All rights reserved. 48 Coinstar • Inventory Optimization • Real time Offers • Servicing
  47. 47. © 2014 SAP AG. All rights reserved. 49 Perfect Your Pricing and Packaging
  48. 48. © 2014 SAP AG. All rights reserved. 50 Personalized Offer Testing
  49. 49. © 2014 SAP AG. All rights reserved. 51 Optimize The Customer Experience With “Playnomics”
  50. 50. © 2014 SAP AG. All rights reserved. 52 Customer Experience
  51. 51. © 2014 SAP AG. All rights reserved. 53 Reinvent Luxury Service
  52. 52. © 2014 SAP AG. All rights reserved. 54 Be A Trusted Advisor
  53. 53. © 2014 SAP AG. All rights reserved. 55 SAP Fashion Retail BrandInsight
  54. 54. © 2014 SAP AG. All rights reserved. 56 Experience Intelligence Center Event Interception Business Transformation Make People Happy
  55. 55. © 2014 SAP AG. All rights reserved. 57 Make People Happy
  56. 56. © 2014 SAP AG. All rights reserved. 58 Mapping stores on STM lines and stations • STM Partners’ stores. Create a Commerce Eco-System
  57. 57. © 2014 SAP AG. All rights reserved. 59 • Interact with consumer in the field • Run mobile marketing campaigns based on consumer profile and location • Interact with consumer in real-time anywhere, anytime. • Design & run mobile marketing campaigns based on consumer profile and location • Analyze consumer behavior in the field Create a Commerce Eco-System A platform for real-time interactivity between consumers, STM and partners SAP Precision Retailing (On-Demand, Multitenant, High Performance, Scalable) • Receive information, discounts & Special offers BI CRM Merchants Outings Transports Partners
  58. 58. © 2014 SAP AG. All rights reserved. 60 A Personalized, Multi-Vendor Customer Experience Valid at this time For my profile (segments) In the store(s) nearby Eligible offers Top x What time is it ? Where am I? What is my personal profile? What is my CRM profile? Select Rate & Order Deliver & Learn What are my preferences ? Where am I? What is my personal profile? What is my CRM profile? The rating is based on the learning engine and on the characteristics of the shopping context, the consumer preferences, and the frequency of presentation.
  59. 59. © 2014 SAP AG. All rights reserved. 61 Omni-Channel Retailing ERP Warehouse PLM CRM Data Pools Suppliers BACK OFFICE master data platform omni-channel logic order orchestration omni-channel touch points FRONT OFFICE TV console POS mobile call center printsocialWeb
  60. 60. © 2014 SAP AG. All rights reserved. 62 Advanced personalization
  61. 61. © 2014 SAP AG. All rights reserved. 63 Sharing Analytics With Your Customers
  62. 62. © 2014 SAP AG. All rights reserved. 64 What Do These NBA Players Have in Common? D.J. Mbenga Tony Parker Xavier Henry
  63. 63. © 2014 SAP AG. All rights reserved. 65 Engage Your Fans
  64. 64. © 2014 SAP AG. All rights reserved. 67 Sailing
  65. 65. © 2014 SAP AG. All rights reserved. 68
  66. 66. © 2014 SAP AG. All rights reserved. 69
  67. 67. © 2014 SAP AG. All rights reserved. 70
  68. 68. © 2014 SAP AG. All rights reserved. 71
  69. 69. © 2014 SAP AG. All rights reserved. 72 Superbowl Predictions
  70. 70. © 2014 SAP AG. All rights reserved. 73 Engage Your Citizens
  71. 71. © 2014 SAP AG. All rights reserved. 74 Engage Your Students “In the past five years, taxpayers have spent $9Bn on college students who drop out before year two”
  72. 72. © 2014 SAP AG. All rights reserved. 75 Learn Then Act “Saving 1% in Student Retention can save my University’s bottom line $1M a year”
  73. 73. © 2014 SAP AG. All rights reserved. 76 Make Yourself Invaluable
  74. 74. © 2014 SAP AG. All rights reserved. 77 Data To Partners
  75. 75. © 2014 SAP AG. All rights reserved. 78 Fleet Management Customers
  76. 76. © 2014 SAP AG. All rights reserved. 79 Aggregate Insights
  77. 77. © 2014 SAP AG. All rights reserved. 80 Conclusion
  78. 78. © 2014 SAP AG. All rights reserved. 81 Technology is Important – But It’s Not About Technology “The stone age was marked by man's clever use of crude tools; the information age, to date, has been marked by man's crude use of clever tools.”
  79. 79. © 2014 SAP AG. All rights reserved. 82 Innovation And Design Thinking
  80. 80. © 2014 SAP AG. All rights reserved. 83 Unwire your business to deliver secure, real-time, business-critical information – anytime, anywhere, to anyone, on any mobile device. Run your business smarter, faster, and simpler, with an integrated suite of applications powered by SAP HANA – delivering long-term predictability and nondisruptive innovation. Applications Explore and exploit data, find answers in real time, and make confident decisions. Harness visually compelling, easy-to-use tools on the devices of your choice. Analytics Mobile Simplify your IT infrastructure dramatically and drive high-value innovation by exploiting across structured and unstructured data sources. Database & Technology A real-time business platform, powered by SAP HANA Our portfolio combines the best of next-generation technology to help you innovate, transform and grow Capture the power of the cloud – while fully integrating with on-premise investments. Empower your employees, engage customers, and collaborate with partners across business networks. Cloud
  81. 81. © 2014 SAP AG. All rights reserved. 84 Thank you! Timo Elliott, SAP timo.elliott@sap.com Twitter: @timoelliott Blog: timoelliott.com

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