Your company has plenty of data, and you probably have no shortage of pretty graphs depicting insights. And your marketing department probably has the execution tools that you need to connect with your customers. However, there is a missing piece – the true, updated, consistent, ongoing understanding of each and every customer. You need to bridge the gap between your data insights and your marketing execution. And it all comes down to understanding your Customers’ DNA. Customer DNA, on the surface, appears to be a simple, common-sense idea. But, there’s a lot that goes on behind the scenes that customer-facing organizations need to think about if they are to truly become customer-focused.

1. It’s Time to Master Customer Centricity
WEBINAR | July 12, 2016
Getting Real About Customer DNA

2. 2Copyright 2016 NGDATA
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Customers are in the Driver’s Seat
Customer expectations have never been higher. We’re living in an omni-
channeled, constantly-connected and instantly-gratified world where
customers want better value out of the service providers they choose to
do business with. They require personalized, relevant, quality service –
they know what they need, and they want to know that you know it, too.

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Relevancy – What Customer Experience is All About
... What everybody says, but nobody can deliver...
OFFER
THE RIGHT
PERSON
THE RIGHT
TIME
THE RIGHT
CHANNEL
THE RIGHT
IMPROVED FREQUENCY
IMPROVED SEPARATION

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Lily: The Analytics Revolution
Always active and current Customer DNA on atomic-level
A completely automated
and continuous process

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Building Atomic-Level Understanding Through DNA
The impact of using behavioral data
Traditional models based on aggregated data over time, and
customers are SLOWLY evolving and don’t react on behavior

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So, What is Customer DNA?
Our Lily Enterprise™
Customer DNA is made up of
a configurable and scalable
library of thousands of pre-
defined and client-specific
metrics that describe each
and every customer in a
highly detailed manner, all in
real-time.
It combines all of your data
from multiple sources to
generate new insights based
on a combination of socio-
demographic, behavioral,
contextual and predictive
analytics.

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Bridging the Gap
From a manual world (Insights) to operational analytics (Impact)
DATA
INSIGHT
BI TEAMS BUSINESS
ACTION
ENGAGEMENT

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Delivering New Capabilities
The Future of Customer Engagement
Based on requirements from Forrester’s webinar - Predictions 2016:
The Path From Data To Action – Jan 27, 2016
Personal
Customer
experiences
Smarter
media buys
Real-time campaign
and performance
optimization
Ultimate cross-
channel customer
recognition
Cross-channel
(contextual)
experience
Streaming analytics
and real-time
interactions
Relevant Inbound
Offers and Actions

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Customer DNA Advantages
Driving Revenues: Effectiveness and Efficiency
No more time lost on
data gathering and
preparation
Fully integrated
and automated
processes
Data is always
complete and always
current
Insights
immediately
turned into action
Analysts focus on
higher level and
next gen analytics
x10 targeting
precision, increasing
revenues and loyalty
Based on requirements from Forrester’s webinar - Predictions 2016:
The Path From Data To Action – Jan 27, 2016

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Lily Customer DNA in Action
Lily Demo

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• Make use of all your data for relevancy
at every interaction
• Importance of real-time to improve
communications over time
• Consistent and relevant
communication regardless of the
channel
Put Your Customers at the Center of Your Strategy

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Lily Customer DNA Supports Both Outbound
and Inbound Scenarios
InboundOutbound
more relevant and precise
target lists
Micro-
Targeting
Individual
individual-level data-driven
approach, alerts, using channel
preferences, past purchase history
personalizationOnline
Service
Desk
anticipation,
guided conversation

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Interactive Customer Marketing ROI
INSIGHTS
“People belonging to Segment A are
likely to buy product X”
5% IMPACTVS
“Lily selects top 100 people that are
likely to buy product X NOW”
65%

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Customer Reference: Smarter Messaging, More Connecting
OPPORTUNITY
• Belgium’s largest cable provider Telenet, part of the Liberty Global Group, needed to lower
broad marketing program costs, while increasing campaigns results
SOLUTION
• Created Customer DNA - a sophisticated and nuanced understanding of customers from
millions of data points around both inbound and outbound interactions
• Determined targeted, customized campaigns to transition Telenet from an acquisition-driven
marketing organization to customer focused organization
RESULTS
• Telenet has increased segmented campaigns from 100 campaigns per year to now more than
750 per year, delivering content more appropriate to each of their 4.8 million customers
• Increased return rate on sales campaigns by 300-400%
• A pricing and go-to-market strategy based on better customer understanding dramatically
increased Telenet’s mobile customer base within just a few months of its availability
INCREASED
RETURN RATE
ON SALES CAMPAIGNS
300-400%

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CUSTOMER LIFETIME ATTRITIONACTIVATION
MARGIN
PERSONAL
ADVISE
CUSTOMER
SUPPORT
UP SELLING
PERSONAL
ADS PARTNER
PROGRAMS
RISK
PROGRAMS
CHURN
REDUCTION
360 view for
advisor
Content
recommendation
Micro campaigns
Anonymous
Call predictions
Script
recommendations
Online offers
121 Campaign
Personalized ads
Personalized
Social
Support partners
apps
Merchant offers
Attrition programs
Identify Fraud
ACQUISITION
Impact on Results

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A Fundamental Break from the Past
The Solution
Traditional Approaches Lily Operationalizes Analytics
For Data Science AND Business Users
Real-Time
Continuous
Long Data Integration
Slow Update Cycles
Limited Data Volumes
Incomplete Customer Picture
Manual Work, Limited Audience
Expensive
Specialized Staffing
Segmentation, Low Precision
Atomic-Level
Complete View
Automated
Learning
Omni-Channel
Impact
One Solution,
Multi-Use

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Better for Both the Business and the Customer
Efficiency and collaboration
Longer and more valuable relationships
Greater revenues
Relevancy and context
Value
Customer Impact
Happy to be doing business with
you

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®, Inc. Confidential – Distribution prohibited without permission
Don’t forget to follow up
and share with a friend
NGDATA helps companies in data-driven industries operationalize their
data analytics through our real-time, analytics-based customer experience
management solution, Lily Enterprise™. It finds insights and executes on
them, bridging the gap between the worlds of data and business, enabling
the delivery of timely, relevant and contextually-aware interactions that
customers embrace.
wimd@NGDATA.com
www.NGDATA.com