This document discusses using big data and a single customer database to gain insights into customers and improve engagement. It presents a three phase approach: 1) Connecting disparate data sources to build a single customer view, 2) Using analytics and data mining to gain customer insights, 3) Implementing a vision and strategic changes to marketing approaches based on insights, including moving from event-driven to trigger-based personalized interactions. The goal is to better understand customer behaviors across their lifecycle to improve engagement, retention, and growth.

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Big Data & One Database
Dream or Reality
STIMA
Engage 4 Results Café
March, 27 2014

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WE
INSIGHTScreating customer value & engagement

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Customer Value by Customer Insight
It’s impossible to focus sales & marketing efforts on
your customers unless you understand who they are.
The more you know about your customers
engagement & behavior the better you can reach
them.
& Engagement

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BIG DATA / ONE DATABASE IN 3 PHASES
5

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Big Data / One Database in 3 phases
DATA & ICT
INSIGHTS
VISION & CHANGE
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DATA & ICT
PHASE 1
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What’s
big data

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big data
VOLUME

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big data
COMPLEX
VOLUME

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big data
COMPLEX
REAL-TIME
VOLUME

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big data
COMPLEX
REAL-TIME
VOLUME

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Tear down the silos ?

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INTER
FACES
BI
MIP
ERP
CRM
WEB
SITE
ESHOP
Google
analytics
SOCIAL
MEDIA
drupalSHOPS Loyalty
EMAIL
Customer
service
DQ
services
BE-
HAVIOR
SOCIAL
INSIGHT
DM
SMS
OFFSITE
EVENTS
CONNECT the silos !
MOBILE
APPS
KIOSK
INSTORE
CONTACT
CENTER
OFFLINE
WEB MOBILE
SOCIAL
PUSH
INTERNAL

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INSIGHTS
PHASE 2
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What
insights

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insights

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insights
BI

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insights
BI
DATAMINING

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insights
BI
DATAMINING
BEHAVIOR

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Customer Journey Insights
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CustomerEngagement
Time
GET KEEP GROW WINBACK
Key Desired Behaviors
Awareness
Trial / Welcome / First Experience
Repeat engagement / Content
Loyalty / VIP
Social
Participation
Re-Engage
Satisfaction
X-sell
Referrals

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Get
Customer Insight
Back in every tough point

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WWW
ODB
360° Single
Customer
View
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CRM
MIPBANK
PROJECT
(xls)
Platform
Y
LOCAL
DIVISIONS
(xls)
GUI
Local
Divisions
HQ
BI / Report
Profiling
Campagne Results
BI / self BI
Forecast
CRM
Multi
Channel
PF
DM EM SMS
Platform
X
Social
ERP
EXTERNAL
PARTNER / PLATFORM
EXTERNAL
PARTNER / PLATFORM
WWW WWW
WWW
WWW

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VISION & CHANGE
PHASE 2
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AND NOW …
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AND NOW…

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Vision : strategy meets tactics
Get Keep Grow Winback
Identify
Differentiate
Interact
Customize
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1 to 1
Segmentation
Big Data / One DB / DQ
Trigger Based / Omni Channel Comm
STRATEGY
TACTICS

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Change

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AD HOC / EVENT DRIVEN
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Spring
Promo
New Year
Promo
Back to
School
XmasUpsell
campaign
Cross-sell
campaign

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32
MULTI STEP / MULTI CHANNELMULTI STEP / MULTI CHANNEL

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TRIGGER BASED
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Spring
Promo
New Year
Promo
Back to
School
XmasUpsell
campaign
Cross-sell
campaign
EVENTDRIVENMARKETNG
PROGRAMS
Life Cycle Based Programs
Product Cycle Based Programs
Relationship Based Programs

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REAL-TIME TRIGGER BASED
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
TODAYTime
Communication is constantly
triggered based on individual
behavior of the customer !

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WE
INSIGHTScreating customer value & engagement
+32 474 980 420
kris@stratics.be
http://be.linkedin.com/in/krisvranken
@krisvranken
+32 475 320 328
filip@stratics.be
http://be.linkedin.com/in/filipcorne
@FilipCorne