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The Big Data Customer
Intelligence Challenge




Big Data
Marketing
Data Visualization
Nicolas Terrasse – SAS France – 28 mars 2013
TRANSFORMING                       BIG DATA : UNE REALITE
 MARKETING


                                                             “   Big data is a reality and
                                                                 affects customer
                                                                 engagement. As firms move
                                                                 from siloes of transaction-
                                                                 oriented systems to more
                                                                 integrated, socially aware
                                                                 ones, they will face
                                                                 challenges related to
                                                                 customer data.

                                                                 To improve customer
                                                                 engagement, companies
                                                                 must invest in solutions to


                                                                                                ”
                                                                 effectively manage big data.
Forrester: The Big Deal About Big
Data For Customer Engagement,
Sanchit Gogla, June 2012
TERRA INCOGNITA
THE DARK SIDE


                Un Gisement dormant
THE WHITE   TERRA NOVA
SPACE

            De nouvelles opportunités
INITIATE
               ELDORADO
CONSUMER
CONVERSATION
DATA             EXPLORER, COMPRENDRE, PARTAGER
VISUALIZATION


                « Un bon croquis vaut mieux qu’un long discours »
                Napoléon Bonaparte

                                         « Tu vois ce que je veux dire ? »
                                         Thomas, 5 ans

                 "Regarde attentivement car ce que tu vas voir n'est plus
                 ce que tu viens de voir. »
                 Léonard de Vinci

                              « Une image vaut mille mots. »
                              Confucius
DATA            EXPLORER, COMPRENDRE, PARTAGER
VISUALIZATION
TRANSFORMING
CUSTOMER       SAS® CUSTOMER INTELLIGENCE CUSTOMERS
INTELLIGENCE
C opyr ight © 2 0 1 2 , SAS Ins titute Inc . All r ights r e s e r v ed.   9
JOINING UP MARKETING TO CUSTOMERS

                NEW IDEAS = BETTER CAMPAIGNS
                •   Credit Card Conversion Rate up from 5% to 25%

                NEW IDEAS = NEW CUSTOMERS
                •   20 million new customers

Why SAS®        NEW IDEAS = SEGMENT SEGMENT SEGMENT
                •   £300-£500 million attributed to SAS Customer Insight
Big Data
Analytics       NEW IDEAS = KEEPING YOUR CUSTOMERS
                •   Customer retention of best customers now at 80%
for Customer
Intelligence?
SAS
 CUSTOMER
TalkTalk is one of the
leading broadband, home
phone and mobile
companies for consumers          Business Issue:
and businesses in the UK,
and in July 2012 was one         Harness the growing amount and variety of data to better
of the founding partners in      understand their customers; improve customer retention in
the launch of YouView TV.        saturated and new markets; and increase cross- and up-sell
Through organic growth           opportunities.
and acquisitions the
company has grown                Benefits:
significantly since it was
founded, listing itself on the   TalkTalk has begun a journey to unlock the value of its big data
London Stock Exchange in         by utilising SAS Analytics. The business has already seen
2010, and generating             improvements in its customer segmentation and modelling,
annual revenues in 2011 of       including identifying new triggers and levers, as well as the
£1.7bn.                          impact on customer behaviour of multiple triggers and levers
                                 working in combination. The company will add more advanced
                                 analytics and predictive analytics capabilities to its growing
                                 amount of data as it seeks to gain even greater insights into its
                                 customers.
SAS
 CUSTOMER
After more than 80 years in
business, Macy's Inc. is one
of America's most iconic
retailers. With annual         Business Issue:
revenues exceeding $20
billion, Macy's enjoys a       Macys.com needed enhanced customer insight, online and
loyal base of customers        across channels, to effectively measure and understand the
who come to its stores and     impact of its online marketing initiatives on Macy's store sales.
shop online each day. To
continue its legacy of         Benefits:
providing stellar customer
service and the right          Increased customer insights; cross-sell and up-sell
selection of products, the     effectiveness; revenue and customer satisfaction, an approx.
retailer's e-commerce          20% reduction in churn rate.
division – Macys.com – is
using analytical software      “With the extra time, the team has moved from being
from SAS to better             reactionary to proactive, meaning they can look at data and
understand and enhance its     spend more time analyzing it and become internal consultants
customers' online shopping     who provide more of the insight behind the data.”
experience, while helping to
increase the retailer's        Kerem Tomak, Vice President of Analytics
overall profitability.
SAS
 CUSTOMER
Catalina helps retail
customers reach shoppers
at the point-of-sale and
continues to promote its       Business Issue:
brands online with a unique
interactive experience.        Analyze massive amounts of data to predict which customers
Catalina's marketing           are most likely to respond to targeted marketing offers.
network is installed in more
than 23,000 stores and         Benefits:
14,000 retail pharmacies in
the US and 7,000 stores        Catalina delivers incentives that consumers redeem at eight
worldwide, collecting data     times the level of traditional program methods; many
from more than 250 million     programs boast consumer response rates as high as 25%; the
transactions every week.       time that it takes to model and analyze data (250 million
                               transactions) - processed per week has been reduced from
                               over a month to just days.

                               “…with the predictive capabilities we have with SAS, we're
                               able to do it with more precision than anyone else in the
                               market.”

                               Eric Williams, Executive Vice President and Chief Information
SAS
 CUSTOMER
Citibank Singapore Limited
is part of Citigroup, the
world's biggest financial
services company. With        Business Issue:
limited opportunities for
physical expansion through    To grow market share and increase customer profitability in a
branches, the bank's          highly competitive market.
business model is based on
centralized operations and    Benefits:
remote distribution that
leverages 24/7 call centers   Improved customer insight enables more targeted marketing
and direct mail. Multiple     campaigns with faster break-even points. Results are an
customer touch points and     exponential increase in take-up rates. SAS provides trusted
channels are used to sell     insights for areas that include risk, scorecards, performance
products such as credit       management and sales-force incentives.
cards and loans. Citibank
also extends its market       “We see a return on investment from SAS, for sure. SAS is a
reach via industry            critical part of our analytics capabilities and a vital component
partnerships, for example,    to the success of our marketing efforts.”
with auto dealerships to
recommend loans.              Eric Sandosham, Head, Decision Management South East
                              Asia Global Consumer Group

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The Big Data Customer Intelligence Challenge

  • 1. The Big Data Customer Intelligence Challenge Big Data Marketing Data Visualization Nicolas Terrasse – SAS France – 28 mars 2013
  • 2. TRANSFORMING BIG DATA : UNE REALITE MARKETING “ Big data is a reality and affects customer engagement. As firms move from siloes of transaction- oriented systems to more integrated, socially aware ones, they will face challenges related to customer data. To improve customer engagement, companies must invest in solutions to ” effectively manage big data. Forrester: The Big Deal About Big Data For Customer Engagement, Sanchit Gogla, June 2012
  • 3. TERRA INCOGNITA THE DARK SIDE Un Gisement dormant
  • 4. THE WHITE TERRA NOVA SPACE De nouvelles opportunités
  • 5. INITIATE ELDORADO CONSUMER CONVERSATION
  • 6. DATA EXPLORER, COMPRENDRE, PARTAGER VISUALIZATION « Un bon croquis vaut mieux qu’un long discours » Napoléon Bonaparte « Tu vois ce que je veux dire ? » Thomas, 5 ans "Regarde attentivement car ce que tu vas voir n'est plus ce que tu viens de voir. » Léonard de Vinci « Une image vaut mille mots. » Confucius
  • 7. DATA EXPLORER, COMPRENDRE, PARTAGER VISUALIZATION
  • 8. TRANSFORMING CUSTOMER SAS® CUSTOMER INTELLIGENCE CUSTOMERS INTELLIGENCE
  • 9. C opyr ight © 2 0 1 2 , SAS Ins titute Inc . All r ights r e s e r v ed. 9
  • 10. JOINING UP MARKETING TO CUSTOMERS NEW IDEAS = BETTER CAMPAIGNS • Credit Card Conversion Rate up from 5% to 25% NEW IDEAS = NEW CUSTOMERS • 20 million new customers Why SAS® NEW IDEAS = SEGMENT SEGMENT SEGMENT • £300-£500 million attributed to SAS Customer Insight Big Data Analytics NEW IDEAS = KEEPING YOUR CUSTOMERS • Customer retention of best customers now at 80% for Customer Intelligence?
  • 11. SAS CUSTOMER TalkTalk is one of the leading broadband, home phone and mobile companies for consumers Business Issue: and businesses in the UK, and in July 2012 was one Harness the growing amount and variety of data to better of the founding partners in understand their customers; improve customer retention in the launch of YouView TV. saturated and new markets; and increase cross- and up-sell Through organic growth opportunities. and acquisitions the company has grown Benefits: significantly since it was founded, listing itself on the TalkTalk has begun a journey to unlock the value of its big data London Stock Exchange in by utilising SAS Analytics. The business has already seen 2010, and generating improvements in its customer segmentation and modelling, annual revenues in 2011 of including identifying new triggers and levers, as well as the £1.7bn. impact on customer behaviour of multiple triggers and levers working in combination. The company will add more advanced analytics and predictive analytics capabilities to its growing amount of data as it seeks to gain even greater insights into its customers.
  • 12. SAS CUSTOMER After more than 80 years in business, Macy's Inc. is one of America's most iconic retailers. With annual Business Issue: revenues exceeding $20 billion, Macy's enjoys a Macys.com needed enhanced customer insight, online and loyal base of customers across channels, to effectively measure and understand the who come to its stores and impact of its online marketing initiatives on Macy's store sales. shop online each day. To continue its legacy of Benefits: providing stellar customer service and the right Increased customer insights; cross-sell and up-sell selection of products, the effectiveness; revenue and customer satisfaction, an approx. retailer's e-commerce 20% reduction in churn rate. division – Macys.com – is using analytical software “With the extra time, the team has moved from being from SAS to better reactionary to proactive, meaning they can look at data and understand and enhance its spend more time analyzing it and become internal consultants customers' online shopping who provide more of the insight behind the data.” experience, while helping to increase the retailer's Kerem Tomak, Vice President of Analytics overall profitability.
  • 13. SAS CUSTOMER Catalina helps retail customers reach shoppers at the point-of-sale and continues to promote its Business Issue: brands online with a unique interactive experience. Analyze massive amounts of data to predict which customers Catalina's marketing are most likely to respond to targeted marketing offers. network is installed in more than 23,000 stores and Benefits: 14,000 retail pharmacies in the US and 7,000 stores Catalina delivers incentives that consumers redeem at eight worldwide, collecting data times the level of traditional program methods; many from more than 250 million programs boast consumer response rates as high as 25%; the transactions every week. time that it takes to model and analyze data (250 million transactions) - processed per week has been reduced from over a month to just days. “…with the predictive capabilities we have with SAS, we're able to do it with more precision than anyone else in the market.” Eric Williams, Executive Vice President and Chief Information
  • 14. SAS CUSTOMER Citibank Singapore Limited is part of Citigroup, the world's biggest financial services company. With Business Issue: limited opportunities for physical expansion through To grow market share and increase customer profitability in a branches, the bank's highly competitive market. business model is based on centralized operations and Benefits: remote distribution that leverages 24/7 call centers Improved customer insight enables more targeted marketing and direct mail. Multiple campaigns with faster break-even points. Results are an customer touch points and exponential increase in take-up rates. SAS provides trusted channels are used to sell insights for areas that include risk, scorecards, performance products such as credit management and sales-force incentives. cards and loans. Citibank also extends its market “We see a return on investment from SAS, for sure. SAS is a reach via industry critical part of our analytics capabilities and a vital component partnerships, for example, to the success of our marketing efforts.” with auto dealerships to recommend loans. Eric Sandosham, Head, Decision Management South East Asia Global Consumer Group