This document discusses how media companies can improve customer centricity through better understanding customers using data. It notes that new communication channels like smartphones and tablets are being adopted rapidly. While most companies feel personalization is critical, many lack solutions and automation to implement it effectively. The document advocates building a single customer view using customer data from various sources to better understand customers and their behaviors. This enables more personalized experiences through targeted advertising, improved content delivery, and real-time audience analytics dashboards. Adopting a customer DNA approach is presented as helping media firms answer key questions and overcome challenges to deliver more value to customers.

1. Customer Centricity
for Media Companies
NGDATA Webinar – June 10th 2014

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New channels adopted by the Customer
Airplane Telephone Radio Television PC Internet iPod Facebook
Years until mass adoption
68 years
50 years
38 years
22 years
14 years
7 years 3 years 2 years

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New channels adopted by the Customer
0
We are here
Tablets
Smartphones
Personal Computers
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012e 2013e 2014e 2015e 2016e
Global Internet Device Sales
1,000,000,000
500,000,000
1,500,000,000
2,000,000,000
2,500,000,000
3,000,000,000

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The Value of Data
However, few companies have been able to implement
Source: Econsultancy, Digital Marketing Exchange
of those surveyed believe that "personalization is
critical to our current and future success”
94%

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Connecting with the Customer
Preferences
Affinities
Context
Behavior

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Barriers to Customer Experience Management
regard IT roadblocks and lack of technology as
barriers to adopting or improving personalization
Source: Econsultancy, Digital Marketing Exchange
No Solutions – No Automation – Manual Work – Low ROI
84%

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Customer Experience
Customer spamming is doing more damage than good
Company
& Customer
Activity
Customer
CRM
Systems
Customer
Web & Mobile
Customer Channel
Campaigns
Customer
Service Desk
Social Data
Website &
online apps
Mobile App Server
Mail
SMS
Print
Broadcast
Offers
direct mail
ATM
web
Agent, IVR
email
mobile
chat
Relevance?
Awareness?
Value?
Timing?
Clarity?

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I have a customer - what are the top 3 products he is likely to buy?
Answering the Tough Questions…
Which top hundred customers are likely to buy my product X today?
What is the best channel to connect with my customer, and when?
How can I turn around my most valuable potential churners?

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The Personalization Customer Experience
“I have a customer – what does that customer value most?”
Customer
Service Desk
Customer
Web & Mobile
Customer Channel
Campaigns
Social Data
Company &
Customer Activity
Customer
CRM Systems
Mail
SMS
Broadcast
Print
Mobile App
Server
Customer
website &
online apps
direct mail
ATM
web
Agent, IVR
email
mobile
chat

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Towards a new architecture
One single customer view
Online
Print
Mobile
Network
App Phone
Call Centre
CDR
Shop
POS
Personalization
Acquisition
Journey
ARPU / CLTV
Marketing
Advertising
Churn
Fraud
www
Print
Mobile
Network
App Phone
Call Centre
Shop
POS
CDR
Personalization
Acquisition
Journey
ARPU / CLTV
Marketing
Advertising
Churn
Fraud

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Overcome
“Analysis
Paralysis”
Proactively
Engage
with
Customers
Cope with
plethora
of data

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Big Data
Real Time
Analytics
Traditional
Analytic
Systems
What will happen?
What do I need to do?
What has happened?
Why?
Large Volumes
Unstructured & Structured Data
Real-Time SystemsBatch Systems
Sampled Data
Structured Data
What is different?
“My traditional BI environment will give the
answers tomorrow of yesterday’s problem”
- CIO Leading EU media group

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Lily Customer DNA - Value
• Bigger: Scale trumps Smarter and Better
• Results Driven: Actionable DNA
• “AND” not “OR”: Co-existing with DW/BI
• Prescriptive: Trends better than Values
• Big Data Governance
• Continuous learning
• Objective: Facts on everyone’s desk
• Architecture: One Single View
Discover the Unknown Unknowns with a single
view of your customers always available…
Analytics Transactions Strategic
Machine Learning
Bigger is Better
Current BI
Solutions
Prescriptive
Customer DNA
Results-Driven
Genius of “AND”
Maximize
Architecture
Objectivity
Governance

16. Use Cases for Media

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Applied to Subscription-based Businesses
Customer Lifetime Value (Inbound, Outbound, Risk)
• Acquisition
• Customer experience improvement
• Personalized content & service
• Brand & loyalty improvement
• Cross & upsell
• Targeted ads
• Customer-centric audience dashboards
Media Companies

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Examples:
• Signal upcoming shows (match user profile and EPG)
• Detect issues with services -> provide more guidance
• Detect issues with apps -> adaptive more guidance
• Detect a customer’s habits in using apps -> adaptive interface
Benefits:
• Improve Customer Experience / Branding
• More visitors / viewers
• More successful apps
Improve User Experience
By providing Personal Services to Customers
Smart
Phone
Tele
Sales
Online OnlineOnline Online
Socio-Demographic Transactional Engagement
Real-time
Single
Customer View
Customer DNA
OnlineOnline
Personal Guidance
Smart
Phone
Using The Single Customer View, the Customer DNA and
detailed User Profiling, offer the Customer additional
Services, such as Alerting, Suggestions and Customized
Apps to improve User Experience.
Smart
Phone
Smart
Phone
Tele
Sales
EPGApps VOD
Alerting &
Messaging

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More effective:
• Increased advertising revenues
• Improved conversion ratios
• Improve customer experience
• More direct delivery of the right message on the right device
at the right time
More efficient:
• More campaigns with the same resources
• Facilitate the creation of targeted campaigns
• Reduced advertising costs
• Reduce channel costs
Targeted Advertising
Using micro-segmentation and the segment of one
Smart
Phone
Tele
Sales
Online OnlineOnline Online
Socio-Demographic Transactional Engagement
Single
Customer View
Customer DNA The Right
Ad
Real-time
Smart
Phone
Smart
Phone
Content
Smart
Phone
Tele
Sales
AdsLocation
OnlineOnline
Effective and Efficient Advertising Execution
Onsite Advertising & Real-Time-Bidding
Using The Single Customer View, the Customer DNA and
Micro-Segmentation and Propensity to Buy Metrics, allow
the media company to maximize his on-site publishing and
RTB interactions in real-time
Sources also include location and ads – as the marketing
actions may differ depending on where your are.
Smart
Phone

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Improve Brand and Loyalty
By providing Cross-channel Personalized Content
Benefits:
• Improved brand experience
• Increased interest and loyalty
• More time spent on website
• More visitors
• Personalized newsletters
• More successful apps
Using The Single Customer View, the Customer DNA and
detailed User Profiling, allow the editor to present the right
content to the right user, on the right device and at the
right time. Online OnlineOnline Online
Socio-Demographic Transactional
Smart
Phone
Tele
Sales
Engagement
Single
Customer View
Customer DNA The Right
Ad
Real-time
Smart
Phone
Smart
Phone
Content
Tele
Sales
Location
OnlineOnline
Effective and Efficient Marketing Execution
Smart
Phone

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Real time dashboards allow you:
• to measure your audience’s true engagement
• to measure how long they’re actively consuming your content
• to identify what are the devices used
• to determine the source of the visitor
Lily EnterpriseTM allows you:
• to have this information available in real time
• to drill down to the individual user
• to have trending data available enabling more predictive
analytics
Customer-Centric Audience Dashboards
By aggregating Real-time Metrics
Online OnlineOnline Online
Socio-Demographic Transactional
Real-time
Single
Customer View
Customer DNA
Smart
Phone
Using The Single Customer View, the Customer DNA
provide the editors a real time view on who is reading /
watching specific content via real time dashboards.
Smart
Phone
Tele
Sales
Engagement
Smart
Phone
Smart
Phone
Content
Real Time Dashboards

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Broadcaster
DNA
Click Streams
Live Audience
Dashboards
Cross-Brand
of Publisher
Single View of
Customer
Broadcaster
brand
Customer-Centric Audience Dashboards
Cross-publisher & -brands
Broadcaster
of the visitors read
less than 5 ar cles
per day
Social referrals
skip the homepage
audience behavior
varies strongly between
device used

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Experience the Difference with Lily
Listen Bigger.
VOLUME
Learn Faster.
SPEED
Execute Smarter.
ANSWERS
Volumes of Data Availability Questions Answered
Start working with Lily to discover results from Day 1
Zettabytes
Exabytes
Petabytes
Terabytes
Gigabytes
Seconds
Minutes
Hours
Days
Weeks
Unknown Unknowns
Known Unknowns
Known
Knowns
DW/BIDW/BIDW/BI

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