What if data could uncover everything you ever needed to know about how and why your customers are using your products? In this talk, we’ll walk through how you can develop your products in a way that is so uniquely well-informed. It’s innovative; all through the use of consumer-behavior data. Listen up, because what you learn in this session will blow your mind.

1. #THEDATASUMMIT17 | @ORACLEDATACLOUD
SCOTT STRICKLAND
CIO
Wyndham Hotel Group
(former CIO, Denon & Marantz)
@WyndhamAP
Making sense of data-
driven innovation

2. The leading audio / video company
Four key brands
Global manufacturing, sales, and marketing
Multiple retail partners
Private equity owned
…and needed to transform
to remain relevant
2

3. Consumption models changing to stored
or streamed music
Traditional consumer demographic was aging up
New demographic was mobile device driven
RESPONSE
Create wireless music systems that
leveraged cloud streaming services
Develop relevant mobile apps to control
all D+M products
3

4. IoT (Internet of Things) products
provided usage and location data
Integrating this data with ERP
provides supply chain information
Adding in Service and Social provides
a consumer profile
Feeding it to Marketing allows
targeted campaigns
Using Sales allowed an understanding
of the customer pipeline
4

5. Capture households before our competitors
Understand if we are growing that household
Market and develop products for the household
Provide world class customer support
5

6. Allows the Sales Team to:
Quantify their B2B relationship
Perform data driven sales calls
“Topgrade” sales representatives
Track all potential leads
…and lead the industry!
6

7. Provided data driven marketing
Allowed analysis on product placement
Created a customized marketing
campaign using:
- CRM data
- Product usage data
- Sales data
- Marketing data
(via Marketing Cloud,
IoT, and Datawarehousing)
7

8. Enabled analysis based on product
usage
Partnered with music service
providers
Measured campaign effectiveness
Highest click through and purchase
rate of any campaign!
Example Campaign
Enabled by IoT
8
Top 2 Music Services used by HEOS
DATA DRIVEN
Spotify + Pandora Campaign
Follow
up

9. Analyze product usage
Prioritize feature development and bug fix
approaches via social feedback
Build products per actual usage and feedback
Target and leverage total product investment
(via Social Cloud and IoT)
9

10. Understand when customers are having
issues
Analyze usage data to help troubleshoot
Build customer profiles
Allow customers to self-serve
Proactively reach out to solve issues
…all while being careful
not to cross the “spooky line”
(Via Service Cloud and IoT)
10

11. Use the “customer experience”
as a differentiator
Work closely with internal
product development /
Engineering
Iterate and fail fast
Build company fortitude
Engage cross functionally
11

12. ► Collect information throughout
the “journey”
► Develop consumer centric
marketing
► Measure their response
► Evolve both the product and
the message
► Identify ways to delight
12
Applying This In a New Industry
(The approach is agnostic)

13. 13
Applying This In a New Industry
(The approach is agnostic)