Discover how you can: Better target relevant customers Identify the most effective channels and offers to engage customers Gain a detailed, individual customer profile with Customer DNA Become more data centric and independent in your customer analysis Develop an omni-channel strategy by using Customer DNA

1. Use
Data
to
Support
the
Complete
Subscriber
Lifecycle
November
19th
2014
Steven
Noels
CTO,
NGDATA

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2014
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2
Media
Industry
Shi;
Clear
Readership
Behavior
Change
90% of
the
visitors
read
less
than
5
ar=cles
per
day
Audience
behavior
varies
strongly
between
device
used
Social
referrals
skip
the
homepage
Editorial
classificaEons
do
not
match
up
with
market
segmentaEon
NGDATA & iMinds
Joint Research Findings 2014

3. Publishers
must
stand
out
–
and
deliver

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4
Attract
Acquire
Engage
Retain
Differentiate at Every Stage

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ACract
Drive to acquisition
• collect behavioral information
• build anonymous visitor
profiles
• determine acquisition drivers
and act on them

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6
Acquire
• Personalize the on-boarding
experience
• Integrate with first-party data
• Social IDs
• SSO integration
• Learn from your customer
before you know him/her

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Engage
and
Increase
Value
• Use real-time data to better
engage your customers
• Be more aware of the
individual needs, preferences
and intents of customers
• Increase up- and cross-sell
effectiveness
• More effective, context-aware
customer service/support

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Retain
• Identify highest value
customers
• Proactive churn detection
• Detect rotational churn
• Act on inactivity

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2014
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9
Support
the
En=re
Customer
Lifecycle
Using
Prescrip=ve
Customer
DNA
Preferences
AffiniEes
Behavior
CUSTOMER DNA

10. What
is
Customer
DNA?
Copyright
2014
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10
a
collecEon
of
1000s
of
predefined
metrics,
calculated
in
real
=me
and
organized
per
iden=fied
customer
based
on
a
variety
of
interacEon-­‐
and
fact-­‐based
data
sources,
using
a
variety
of
predefined
calculaEon,
predicEon
and/or
retrieval
methods
providing
ac=onable
data
for
markeEng
&
customer-­‐centric
applicaEons

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11
Access
to
Customer
DNA
For
Marketers
and
Data
Scien9sts
Alike

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2014
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12
Customer
DNA
Enables
You
To…
Overcome
“Analysis
Paralysis”
ProacEvely
Engage
with
Customers
Cope
with
plethora
of
data

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2014
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13
Become
Data
Driven
with
Customer
DNA
Use any volume of real-time
data to actively guide and
optimize business processes
based on continuously growing
insights on customer behavior,
intent and preferences.

14. Contract/Product
Data
Customer
OperaEonal
Data
Copyright
2014
NGDATA®,
Data
integra=on
ETL
or
Lily
API
based
Batch
IntegraEon
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14
Lily
Enterprise
for
Customer
DNA
Opera=onal
Systems
External
Data
Reference
Data
Repor=ng
/
Analy=cs
Enterprise
BI
and
reporEng
Enterprise
AnalyEcs
ApplicaEons
MarkeEng
and
Social
Data
Lily
Enterprise
Customer
InteracEon
Data
Campaign
Data
ERP/CRM
Data
Data
Warehouse
Data
Customer
Website
&
Social
Service
Desk
Customer
CRM
and
IVR
Systems
Real
Time
IntegraEon
Lily
Connector
Based
Web
and
Mobile
Mobile
Apps
Channel
/
Campaigns
Mail
SMS
Print
Broadcast
MarkeEng
Campaign
Mgt
Sales
Office
Agent
/
Advisor
Feedback

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Applied
to
Subscrip=on-­‐based
Media
Companies
Customer
LifeEme
Value
(Inbound,
Outbound,
Risk)
Media
Companies
• AcquisiEon
• Customer
experience
improvement
• Personalized
content
&
service
• Brand
&
loyalty
improvement
• Cross
&
upsell
• Targeted
ads
• Customer-­‐centric
audience
dashboards

16. Knowing
Your
Customer
Throughout
Their
Lifecycle
–
Cases

17. ObjecEves
SoluEon
Copyright
2014
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permission
17
Customer
DNA
in
Media
Large
InternaEonal
Media
Group
–
De
Persgroep
Result
Single
Customer
View
–
Centralized,
real
Eme
updated,
and
very
detailed
single
customer
view,
driving
personalized
markeEng
and
customer
analyEcs.
• A
plaeorm
for
acEonable,
omni-­‐channel
customer
intelligence
from
Big
Data
• Collect
CRM/DWH
and
clickstream
data
• Build
Customer
DNA
with
1000s
of
metrics
• Support
operaEonal
&
analyEcal
reporEng
• Integrate
with
Campaign
Management
for
offer
proposal
and
capture
feedback
• Learn
affiniEes
for
automaEc
profiling
“
NGDATA
is
cri9cal
in
the
way
we
capture,
analyze
and
generate
ac9onable
intelligence
from
Big
Data.
NGDATA
makes
it
easier
for
us
to
connect
with
our
customers
across
all
of
our
channels,
learn
from
their
behavior
and
create
personalized,
unique
offers
to
foster
loyalty.”
—Luc
Verbist,
CIO,
De
Persgroep
PredicEon
model
with
92%
accuracy
of
churn.

18. ObjecEves
SoluEon
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2014
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18
1-­‐2-­‐1
Marke=ng
and
Micro
Campaigns
Quad-­‐play
Telco/Media
–
Telenet
(Liberty
Global)
Result
Individual
Product
and
Content
Preferences
–
MarkeEng
campaigns
with
higher
Frequency
(>
x10),
higher
Response
rate
(x4)
and
reduced
Budget
(<
½)
• Improve
ROI
(conversion
raEo)
of
MarkeEng
Campaigns
by
targeEng
individual
customers
• Customer
DNA
with
focus
on
usage,
network,
context
based
interacEons
and
product
preferences
• Learned
preferences
to
feed
event-­‐based
markeEng
acEons
&
send
SMS
offer
to
sEmulate
subscripEon
renewal
• Personalized
video
“
With
the
interna9onal
exper9se
of
NGDATA,
our
CRM
department
now
exists
at
the
center
of
all
our
inbound
and
outbound
customer
interac9ons,
sharing
real,
ac9onable
business
intelligence
and
insights,
execu9ng
hundreds
of
targeted
campaigns
on
a
yearly
basis.”
—Bert
Van
Driessche,
Director
of
CRM
and
Consumer
Intelligence,
Telenet

19. ObjecEves
SoluEon
Copyright
2014
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19
Op=mize
Sales
Targe=ng
for
Subscrip=ons
Large
Belgian
News
Publisher
–
Mediahuis
Result
Real
Time
Ac=onable
Customer
DNA
–
Allows
marketers
to
send
the
right
message
to
the
right
customer/prospect
at
the
right
Eme.
Model
lin
of
4.5.
• OpEmize
sales
targeEng
for
increased
subscripEons
of
new
customers
and
increased
span
of
exisEng
subscripEons
• Real
Eme
ingest
of
the
website
click
streams,
Messagent
interacEon
data
and
markeEng
database
• Build
a
acquisiEon
propensity
predicEve
model
using
on
Random
Forest
techniques.
• Acquire
operaEonal
efficiency
which
leads
to
a
daily
run
of
the
acquisiEon
model.
• SelecEon
of
the
prospect
and
customers
to
be
targeted
and
expose
individual
DNA
to
execuEon

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2014
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Attract
More
Acquire
Faster
Engage
Smarter
Retain
Longer
&
Stronger
Experience the Difference with Lily
for
Greater
Customer
Life=me
Value

21. Copyright
2014
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21
stevenn@NGDATA.com