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1. #CNX16
Learn How Data Science Can
Power Smarter Customer Journeys
Schuyler Wareham
Sr. Manager, Data Science (Services)
swareham@salesforce.com

2. What We’ll Cover Today…
Overview of Data Science
Strategic Services
Journey Forensics
+ Customer Stories
Exercise: Maturity Modle
review | Identify how you
can use Data Science to
Power Smarter Customer
Journeys
1 2 3

3. Data Science
Illuminating
The past & present of your
business with data insights
Modeling
Future marketing strategy
with statistical tools

4. Data ScienceCreativeStrategy Deliverability
Strategic Services

7. The Science of Strategy
Connecting data-based
insights to value-driving
actions
Unifying & transforming datasets from
every touchpoint at massive scale
Extracting insights from data via
statistical models and lenses
Technical
Statistical
Strategic

8. Predictive Modeling
Future behavior-focused
analysis and action
Analytics Dashboards
Custom, interactive
visualizations
Journey Forensics
Data-based customer
experience gap analysis
• Custom, sharable
data visualizations
• Drill down & filter
in real time
• KPI consulting and
performance trends
• Data landscape audit
• Behavioral analysis and
key moment definitions
• Data-driven journey
optimization
• Align strategy and
insights to create
desired outcomes
• Model behavioral
drivers & predictive
scoring

9. Predictive Modeling
Predicting the future to retain
customers and revenue
Analytics Dashboards
Connecting teams with
program performance
Journey Forensics
Decision making moments
that truly matter
Journey Forensics
Pivoting a communication
paradigm to the customer

10. • Challenge: Understanding subscriber brand affinity across multiple brands
• Salesforce identified personas based on engagement, rather than explicit opt-ins
• More accurate and expanded targeting, sending the right content to the right consumers
Identifying Audiences Based on Implicit Preferences

11. • Challenge: Disparate systems and performance data stalled journey planning
• Salesforce developed key data views into an aggregated interactive dashboard
• Single view of program performance, flexible enough to customize in real time
Charting Performance with MasterCard

12. • Challenge: Customer retention challenges despite robust renewal messaging
• Data Science evaluation scored behaviors, revealing key personas and actions
• Increased engagement & renewals by refocusing on events & customers vs renewal
A Customer-Focused Communication Paradigm

13. • Challenge: Transform business rules into journeys emphasizing decisive moments
• Salesforce connected the customer experience dots across offline & online customer
marketing data and disconnected departments to create a unified plan
• Predictive model showed key conversion moments and improved program performance
Finding the Moments that Matter

14. • Challenge: Predict segment and individual-level risk of purchase or list attrition
• Salesforce created a predictive statistical model using multiple datasets to predict and
evaluate behaviors, then matched tactical mitigation programs to risk factors
• Increased retention as high-risk customers move into new course-correcting journeys
Predictive Modeling Retains Customers

16. Where are your subscribers today?
Where will your subscribers be tomorrow?
The List Health Spectrum
Point of No
Return
UnsubscribeAt-RiskHealthy
Where are your subscribers today?
Where will your subscribers be tomorrow?
Know where your subscribers are!
Predict and take action on where
your subscribers will be!

17. The Standard Approach
Point of No
Return
UnsubscribeAt-RiskHealthy
Subscriber Health
When Most Companies Realize a
Subscriber Is In Trouble:
• Subscriber Hasn’t Engaged in 6+
Months
• The Subscriber Unsubscribed

18. How SEWS Can Protect Your List
Point of No
Return
UnsubscribeAt-RiskHealthy
Subscriber Health
The Subscriber Early Warning System (SEWS) Identifies At-
Risk Subscribers BEFORE the Point of No Return
SFMC: Mr. Jones behavior is consistent with
eventual unsubscribing. Mr. Jones has been
placed in an automated re-engagement
campaign.

19. TBD
Raw Data
Access and
Hygiene
In-app
Reporting
Custom
Analytics
Predictive
Modeling
Machine
Learning
Data Science Maturity
Model
Level 0
Level 1
Level 2
Level 3
Level 4
TBDList GrowthAdmin Deliv Log
SQL Extracts Transformation and Delivery
Subject Line Analysis Dashboards Standard Battery
Propensity to Purchase
Subscriber Early
Warning System (SEWS)
Cross-channel/
Connected
Devices
IoT

20. #CNX16
Where is your organization
on the Maturity Model?

21. #CNX16
What Data do you Have
Ready Access to?

22. #CNX16
Typical Challenges in your
Business?
…and what are the Data Science methods that can address them?

23. #CNX16
Questions?

24. Join Us For Dreamforce 2016
October 4-7, 2016 | San Francisco, CA