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Analy&cal(CRM(

Start with the Question and Mind the Data….

            More is not better…




               By#@LutzFinger#
Lutz(Finger(
                                                                                   ─ #Quantum#Physicist#
                                                                                   ─ #Journalist#
                                                                                   ─ #Incubator#for#new#Media#
                                                                                   ─ #MBA#@#INSEAD#2004#
                                                                                   ─ #Sales#Manager#@#Dell#
                                                                                   ─ #CoIFounder#of#Fisheye#
                                                                                   ─ #Researcher#at#INSEAD#
                                                                                   #

                                 And 47 different Social Media Profiles
                                                                                   #
                                                                                   #
                                                                                   #




                                                                                   (
                                                                           Not all up-to-date. Mind the Data
All#displayed#Logos#are#trademark#protected#by#the#respecMve#companies.#
Segmenta&on(is(missing(something(
Two(People:((
Who(are(they?(
●    Male#
●    Born#in#1948#
●    BriMsh#NaMonality#
●    2nd#Marriage#
●    Rich#
●    Well#known#


        The#missing#informaMon#is#behavior#informaMon.#

                     Source:#Annet#Aris#
                                                          3#
Social(as(Indica&on(




           10th#June#2011#–#2.6(million(readers(had#to#look#for#a#new#SUNDAY#paper#



Source:#www.newsoXheworld.co.uk#
                                                                                      4#
All#displayed#Logos#are#trademark#protected#by#the#respecMve#companies.#
To(find(poten&al(customers…(
Discussion(in(TwiIer:(Ready(to(Switch?(                                     Sunday(papers(people(may(switch(to(
                                Former#NOTW#
    Indicated#                   subscribers#                                              General#/#Misc#
    desire#to#                       4%#                           Sunday#Sport#Standard##       5%#
      switch#                                                                2%#
                                                              The#Observer#
       1%#                                                         2%#                     Star#on#        Daily#star#on#
                                                                    Sunday#Star#           Sunday#           Sunday#
                                                                        2%#                  9%#               15%#

                                                                     Sunday#Time#
                                                                         7%#
                                                                   Sunday#Herald#                                      Daily#Mail#
                                                                        2%#                                              22%#
                 95%#no#info#on#switching##                                           Sun#On#
                                                                                      Sunday#
                                                                                        8%#

                                                                                                   Sunday#Mirror#
                                                                                                       26%#


       Only#4%:#Choose#the#right#ones!

                                                                                                                                     5#
Jul#2011#                                     Source:#Fisheye#AnalyMcs#I#Note:#Twider#Data#only#
And(to(Reach(out(
                   ●  But#even#if#you#got#the#
                      RELEVANT#data#
                   ●  How(to(reach(out?#




                                      Reach#out#!#




outreach#can#be#creepy
                    Source:#Fisheye#AnalyMcs#
To(get(Social(Data(is(easy…(

              Aggregate#
              Via#Filter#
                                                                                         Social
                                                                                         Media
                 Ask#                            Aggregate                              Profiles
              Consumer#                                #

                                                      Find#
              Use#Email#                                                   Aggregate#
                                                     Profile ##




Please#note#that#there#could#be#easily#privacy#concerns.##
#
All#displayed#Logos#are#trademark#protected#by#the#respecMve#companies.#
                                                                                           Source:#Lutz#Finger#   7#
To(organize(not.(
Sex:##2#Segments#                                                 Male#                 Female#


Level#of#EducaMon:#                                                                     Second#
                                 School#       High#School#     University#
#8#Segments#                                                                            Degree#


                                               Sunday#            News#                 Journal#
Products#bought:#                               Paper#            Paper#                 Paper#
##24#Segments#
                             The Adventurer, Blue Collar, Emerging Adults,
                             Health/ Fitness, Hispanics, Women With Children ...

EU#Countries:#
##548#Segments#


Social#graph:#        “There#are#7#billion#people#in#the#world#and#my#dream#is#to#have#7#
##500#m#Segments#     billion#individual#relaMonships”#by#Robert#McDonald##
#
                                                                           Source:#Lutz#Finger#    8#
Center:(Customer(or(You?(
Customer(                      Analy&cal(
Rela&onship(                   CRM(
Management(                    (
(                              ●  Start#with#the#
●  The#Customer#                  quesMon#
   should#be#in#the#           ●  It#is#all#about#
   Center#                        YOU#and#your#
●  It#starts#with#                PRODUCT#
   the#Customer#               ●  Data#Mine#for#
●  Be#open#/#be#                  your#needs#
   transparent#


                                     Source:#Lutz#Finger#   9#
For(Analy&c(CRM(N(Ques&on(is(key(

                                                     Deep#Thought:#“it#
                                                     would#have#been#
                                                     simpler#of#course#
                                                     to#have#known#
                                                     what#the#actual#
                                                     quesMon#was.”#




“Data#without#sound#approach#is#just#NOISE.”#I#Xavier#
                 Amatriain,#Netlix
Source:#hdp://www.youtube.com/watch?v=aboZctrHfK8#
Source:#www.google.com#                              Source:#Lutz#Finger#   10#
Source:#Strata#2012#–#Xavier#Amatriain#
#
Great(Examples(
                                                 ●  Tinyclues#opMmizes#EIshot#markeMng#
                                                    based#on#machine#learning#
          Measurable#
        Direct#QuesMon#                          ●  Orange#connect#Survey#Data#to#
                                                    Network#InformaMon#
                                                 ●  Wonga#uses#the#way#people#fill#out#an#
                                                    applicaMon#to#predict#Risk#
   ConMnuous#Machine#                            ●  Semasio#uses#content#of#pages#you#
        Learning#                                   have#been#on#to#improve#markeMng#
                                                    efficiency#
                                                 ●  Target#can#predict#who#of#their#
        Structured#                                 customers#is#pregnant#
    &#unstructured#Data#                         ●  Walt#Disney#use#Social#Media#
                                                    Discussion#to#predict#privacy#
                                                 ●  Google#and#GFK#set#up#One#Source#
                                                    Panel#to#create#a#holisMc#View#on#a#
                                                    consumer#




                                                                                            Source:#Lutz#Finger#   11#
All#displayed#Logos#are#trademark#protected#by#the#respecMve#companies.#
Summary(
●    TradiMonal#SegmentaMon#is#too#limited#for#todays#needs#
●    Social#Media#Can#find#new#Clients#
●    To#get#social#data#is#easy#
●    To#organize#them#is#the#hard#part#
●    Start#with#the#QuesMon#
●    Use#Machine#Learning#to#find#a#structure#




                                                               12#

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Analytical CRM - Lutz Finger, Fisheye Analytics

  • 1. Analy&cal(CRM( Start with the Question and Mind the Data…. More is not better… By#@LutzFinger#
  • 2. Lutz(Finger( ─ #Quantum#Physicist# ─ #Journalist# ─ #Incubator#for#new#Media# ─ #MBA#@#INSEAD#2004# ─ #Sales#Manager#@#Dell# ─ #CoIFounder#of#Fisheye# ─ #Researcher#at#INSEAD# # And 47 different Social Media Profiles # # # ( Not all up-to-date. Mind the Data All#displayed#Logos#are#trademark#protected#by#the#respecMve#companies.#
  • 3. Segmenta&on(is(missing(something( Two(People:(( Who(are(they?( ●  Male# ●  Born#in#1948# ●  BriMsh#NaMonality# ●  2nd#Marriage# ●  Rich# ●  Well#known# The#missing#informaMon#is#behavior#informaMon.# Source:#Annet#Aris# 3#
  • 4. Social(as(Indica&on( 10th#June#2011#–#2.6(million(readers(had#to#look#for#a#new#SUNDAY#paper# Source:#www.newsoXheworld.co.uk# 4# All#displayed#Logos#are#trademark#protected#by#the#respecMve#companies.#
  • 5. To(find(poten&al(customers…( Discussion(in(TwiIer:(Ready(to(Switch?( Sunday(papers(people(may(switch(to( Former#NOTW# Indicated# subscribers# General#/#Misc# desire#to# 4%# Sunday#Sport#Standard## 5%# switch# 2%# The#Observer# 1%# 2%# Star#on# Daily#star#on# Sunday#Star# Sunday# Sunday# 2%# 9%# 15%# Sunday#Time# 7%# Sunday#Herald# Daily#Mail# 2%# 22%# 95%#no#info#on#switching## Sun#On# Sunday# 8%# Sunday#Mirror# 26%# Only#4%:#Choose#the#right#ones! 5# Jul#2011# Source:#Fisheye#AnalyMcs#I#Note:#Twider#Data#only#
  • 6. And(to(Reach(out( ●  But#even#if#you#got#the# RELEVANT#data# ●  How(to(reach(out?# Reach#out#!# outreach#can#be#creepy Source:#Fisheye#AnalyMcs#
  • 7. To(get(Social(Data(is(easy…( Aggregate# Via#Filter# Social Media Ask# Aggregate Profiles Consumer# # Find# Use#Email# Aggregate# Profile ## Please#note#that#there#could#be#easily#privacy#concerns.## # All#displayed#Logos#are#trademark#protected#by#the#respecMve#companies.# Source:#Lutz#Finger# 7#
  • 8. To(organize(not.( Sex:##2#Segments# Male# Female# Level#of#EducaMon:# Second# School# High#School# University# #8#Segments# Degree# Sunday# News# Journal# Products#bought:# Paper# Paper# Paper# ##24#Segments# The Adventurer, Blue Collar, Emerging Adults, Health/ Fitness, Hispanics, Women With Children ... EU#Countries:# ##548#Segments# Social#graph:# “There#are#7#billion#people#in#the#world#and#my#dream#is#to#have#7# ##500#m#Segments# billion#individual#relaMonships”#by#Robert#McDonald## # Source:#Lutz#Finger# 8#
  • 9. Center:(Customer(or(You?( Customer( Analy&cal( Rela&onship( CRM( Management( ( ( ●  Start#with#the# ●  The#Customer# quesMon# should#be#in#the# ●  It#is#all#about# Center# YOU#and#your# ●  It#starts#with# PRODUCT# the#Customer# ●  Data#Mine#for# ●  Be#open#/#be# your#needs# transparent# Source:#Lutz#Finger# 9#
  • 10. For(Analy&c(CRM(N(Ques&on(is(key( Deep#Thought:#“it# would#have#been# simpler#of#course# to#have#known# what#the#actual# quesMon#was.”# “Data#without#sound#approach#is#just#NOISE.”#I#Xavier# Amatriain,#Netlix Source:#hdp://www.youtube.com/watch?v=aboZctrHfK8# Source:#www.google.com# Source:#Lutz#Finger# 10# Source:#Strata#2012#–#Xavier#Amatriain# #
  • 11. Great(Examples( ●  Tinyclues#opMmizes#EIshot#markeMng# based#on#machine#learning# Measurable# Direct#QuesMon# ●  Orange#connect#Survey#Data#to# Network#InformaMon# ●  Wonga#uses#the#way#people#fill#out#an# applicaMon#to#predict#Risk# ConMnuous#Machine# ●  Semasio#uses#content#of#pages#you# Learning# have#been#on#to#improve#markeMng# efficiency# ●  Target#can#predict#who#of#their# Structured# customers#is#pregnant# &#unstructured#Data# ●  Walt#Disney#use#Social#Media# Discussion#to#predict#privacy# ●  Google#and#GFK#set#up#One#Source# Panel#to#create#a#holisMc#View#on#a# consumer# Source:#Lutz#Finger# 11# All#displayed#Logos#are#trademark#protected#by#the#respecMve#companies.#
  • 12. Summary( ●  TradiMonal#SegmentaMon#is#too#limited#for#todays#needs# ●  Social#Media#Can#find#new#Clients# ●  To#get#social#data#is#easy# ●  To#organize#them#is#the#hard#part# ●  Start#with#the#QuesMon# ●  Use#Machine#Learning#to#find#a#structure# 12#