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Accelerating Customer Insights & enhancing Business impact


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How do you convert data into insight and then use that to drive business impact. Here are some lessons from my experience in HDFC bank and also as an entrepreneur at Cequity

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Accelerating Customer Insights & enhancing Business impact

  1. 1. Accelerating Customer Insights Ajay Kelkar,Cequity “ Marketing so insight-led that it feels like a service”
  2. 2. Marketing trends !
  3. 3. The big picture <ul><li>Three technology trends are disrupting marketing </li></ul><ul><ul><li>• Media fragmentation </li></ul></ul><ul><ul><li>• Addressability </li></ul></ul><ul><ul><li>• Interactivity & Customer control </li></ul></ul>
  4. 7. Trend #3: Interactivity <ul><li>• Permits marketer to engage with audience in two way dialogues </li></ul><ul><li>Customer wants to manage her relationship with the brand! </li></ul>Brings in a huge amount of Customer data !
  5. 8. Marketing Imperatives!
  6. 9. Every Marketer’s Imperatives ! <ul><li>Relevancy and readiness </li></ul><ul><ul><ul><li>• Customer understanding </li></ul></ul></ul><ul><ul><ul><li>• Customer experience and relationship </li></ul></ul></ul><ul><ul><ul><li>• Be ready when the customer is ready </li></ul></ul></ul><ul><li>Master especially the internet & mobile channel </li></ul>
  7. 10. Every Marketer’s Imperatives !
  8. 11. The Data rich economy ! <ul><li>Almost 60% of GDP is from Services sector </li></ul><ul><ul><li>Customer interaction with companies increase! </li></ul></ul><ul><li>Growth of “Addressable media” </li></ul><ul><ul><li>large customer databases in Banks, Retail &Telecom etc </li></ul></ul><ul><li>Availability of rich transactional data </li></ul><ul><ul><li>data leading to a “customer conversation” </li></ul></ul>Almost 400 million customers and growing!
  9. 12. 60% Data & 100 % Execution Gartner: Only 20% of enterprise will use more than 50% of the total data they collect to gain competitive advantage.
  10. 13. Why customer marketing <ul><li>Availability of technology to understand customer behavior </li></ul><ul><ul><li>Analytical and Marketing automation tools available </li></ul></ul><ul><ul><li>Analytical resources:large talent pool </li></ul></ul>Marketing to a segment of one -now possible !
  11. 14. Why customer marketing <ul><li>IT environment maturing-customer data integrated in Datawarehouse </li></ul><ul><li>Data size multiplying rapidly-HDFC bank has over 5 terabytes of data </li></ul>One view of customer is now possible
  12. 15. Key Business Ideas <ul><li>Build a core competency in “Data led” marketing </li></ul><ul><ul><li>Analytics will be “the heart” of business in the future </li></ul></ul><ul><li>Move towards Web Analytics </li></ul><ul><ul><li>Internet is a training ground for “customer pull” channels </li></ul></ul><ul><li>Customer behavior changes –spot them as they happen… </li></ul><ul><ul><li>Event based IT architecture </li></ul></ul><ul><ul><li>“ Market so well that it feels like a service” </li></ul></ul>
  13. 16. Start small,use Excel! Move from data to insight to action and close the loop!
  14. 17. Customer marketing simplified! <ul><li>Keep it simple </li></ul><ul><li>Be more Relevant to the customer </li></ul><ul><li>Go one step at a time-Shoppers’ Stop started by collecting visiting cards </li></ul><ul><li>Don’t led technology overwhelm you-keep investments within limits </li></ul>
  15. 18. Customer marketing simplified! <ul><li>The most essential resources in any Customer marketing program are </li></ul><ul><ul><li>a wealth of hypotheses about the customer! </li></ul></ul><ul><ul><li>and a variety of offers to test these hypotheses. </li></ul></ul>
  16. 19. Automating Campaign Management Creating Business impact using Technology!
  17. 20. Technology can spot Event triggers…. “ Let me find a group of people to talk about it. ” “ I have an offer …” offer Traditional Campaign Management Source: OCBC bank ,Singapore “ Let me find the best offer to fit this person ’ s need. ” offer offer offer offer “ Let me find the best offer to fit this person ’ s need. ” offer offer offer offer offer offer offer offer “ I have a person with a change in behaviour that suggests a need …” EBM Campaigns
  18. 21. Marketing automation Global Strategy – Targeted campaigns and right periodic offer Delivery Define Objectives Define Programs Design Strategies Predictive Analysis Optimize Contacts Execute Campaigns Integrate w/Channels Monitor Results 1 2 3 4 7 6 5 8 Responses eMessage Call Center Electronic offers & Responses General output files & Responses SFA Contact events Adapted offers Plan Campaign Target Metrics Preliminary counts Model Customer Value Behavior Segments Propensities Campaign Optimized contacts Optimize Proposed offers for contacts Rules & Constraints applied
  19. 22. Creating a Customer marketing factory Lessons from the Shop Floor at HDFC bank
  20. 23. Looking at Marketing differently <ul><li>Understand customers at individual level not only portfolio </li></ul><ul><li>Treating them with “one view” </li></ul><ul><li>Using data to build “profitable conversations” with customers </li></ul><ul><li>Use Marketing automation technology to build scale </li></ul>Creating an Analytical marketing factory
  21. 24. 2003 -The Journey Begins <ul><li>Back then </li></ul><ul><ul><li>We were launching 1 (one) Data based campaign per quarter! </li></ul></ul><ul><ul><li>In the absence of Analytics and given the huge customer base, all the bank could do was : </li></ul></ul><ul><ul><ul><li>Launch Data based campaigns with simple filters and segmentation </li></ul></ul></ul>
  22. 25. 2007: Extracting ROI – Proving it works <ul><li>Analytical campaigns delivered ROI of over 350% on life to date investments </li></ul><ul><li>Increase in Campaign velocity: from 4 to >1400 </li></ul><ul><li>More critically established role of analytics in strategic portfolio management </li></ul>
  23. 26. Best practices for Enterprise Marketing Here’s my take!
  24. 27. Best practice #1 <ul><li>Plan for Change Management </li></ul><ul><li>Do not underestimate change management </li></ul><ul><ul><li>Get in experienced consultants,who understand </li></ul></ul><ul><ul><ul><li>business & technology </li></ul></ul></ul><ul><ul><ul><li>Drive changes in structure and incentives </li></ul></ul></ul><ul><ul><ul><li>Business and Campaign target alignment </li></ul></ul></ul><ul><ul><li>Can cost 3 to 4 times the technology investment </li></ul></ul>
  25. 28. Best practice #2 <ul><li>Get top management buy-in </li></ul><ul><li>Obtain top management buy in for Customer segmentation </li></ul><ul><ul><li>a profitability based framework to plan campaigns </li></ul></ul>
  26. 29. Best practice #3 <ul><li>Get your CFO on your side </li></ul><ul><li>Getting top management support for Funding </li></ul><ul><ul><li>Selling to the CFO by establishing clear ROI framework </li></ul></ul>
  27. 30. Best practice #4 <ul><li>Don’t forget the power of data quality </li></ul><ul><li>Evangelize the data quality movement </li></ul><ul><ul><li>good data is the bedrock </li></ul></ul><ul><ul><li>P&L heads need to be sensitized </li></ul></ul>
  28. 31. Best practice #5 <ul><li>Think Process efficiency </li></ul><ul><li>Rigorous Campaign process </li></ul><ul><ul><li>Planning,development,execution(six sigma) </li></ul></ul><ul><ul><li>Environment will change-build “privacy views” into your process </li></ul></ul>
  29. 32. Best practice #6 <ul><li>Believe in the power of marketing automation </li></ul><ul><li>Automate the Marketing process </li></ul><ul><ul><li>use technology to access multiple databases,do the statistical modeling and launch campaigns </li></ul></ul>
  30. 33. Best practice #7 <ul><li>Get your team to understand technology </li></ul><ul><li>Technology will enable customer centricity </li></ul><ul><ul><li>understanding the language of IT folk </li></ul></ul><ul><li>Use Technology to help you to make the “data talk” </li></ul>
  31. 34. Best practice #8 <ul><li>Change talent mix in your marketing team </li></ul><ul><li>A mix of Left & Right brain skills </li></ul><ul><ul><li>understanding customer behavior needs analytical skills(audience knowledge more than media) </li></ul></ul><ul><ul><li>Taking action needs a mix of technology and creative skills </li></ul></ul>
  32. 35. Putting Left Brain Marketing to work <ul><li>• Centralize customer data in one place </li></ul><ul><li>Don’t isolate the “Insights” function-make it central to strategy! </li></ul><ul><li>• Build marketing strategy around audience knowledge (not creative or media) </li></ul><ul><li>• Invest in an “Insight Specialist”-vendors who specialize in extracting value from data! </li></ul>
  33. 36. The bottom line <ul><li>• Technology is making marketing a left-brain discipline </li></ul><ul><li>• And CEO’s are demanding accountability from Marketing & IT spend! </li></ul>
  34. 38. Partnering enterprises to optimize marketing performance
  35. 39. Our Mission <ul><li>To combine data, technology and </li></ul><ul><li>build actionable analytical marketing </li></ul><ul><li>services to accelerate ROI-driven, </li></ul><ul><li>real-time customer-engaged marketing . </li></ul>www. cequity
  36. 40. Thank You