Kunnen data en insights teams dezelfde taal spreken? Natuurlijk. Daarvoor moeten ze echter allebei het ‘waarom’ achter gedragsdata begrijpen. Ipsos richt zich speciaal op het terugdringen van churn bij VodafoneZiggo en heeft haar database van klanten en voorspelmodel voor churn gehumaniseerd. Dankzij een emotionele dimensie van motivatie en gedragswetenschappen is het nu mogelijk gepersonaliseerde interventies te bieden aan mensen waarbij een risico op churn bestaat.

1. Behavioral Science X Data Science
als basis voor gerichte marketing
HUMANIZING DATA
IN EEN DATA-
GEDREVEN WERELD
Jan Zwang – VodafoneZiggo
Patricia Verhoelst - Ipsos
9 September, 2021

2. 2 ‒
IN SEARCH OF THE HUMAN VIEW IN A SEA OF DATA

3. 3 ‒
Ziggo
Sports
Wifi
issues
Error
codes
Sport
events
…
Current Challenge
VODAFONEZIGGO HAS A STRONG DATA MANAGEMENT
SYSTEM

4. 4 ‒
Current Challenge
AND CAN PREDICT THE FUTURE TO A CERTAIN EXTENT

5. Marketing
team
WE WANT TO BUILD A MARKETING ENGINE WITH HIGHER
SUCCESS RATE
Goal

6. MARKETING ACTIVATION
DATA & INSIGHTS
Marketing team
Research &
Behavioral
science
Data science
Data analytics
Solution
ADDING A HUMAN LAYER & BREAKING DOWN SILO’S

7. INFLUENCE BEHAVIOR
INTERVENTIONS
BEHAVIORAL SCIENCE
Solution

8. INFLUENCE BEHAVIOR
INTERVENTIONS
BEHAVIORAL SCIENCE
Solution
Behavioral science is the
observed effect in
human behavior

9. INFLUENCE BEHAVIOR
INTERVENTIONS
BEHAVIORAL SCIENCE
Solution
Eerste maand gratis
indien je vandaag
beslist
Maandelijks een
lager tarief betalen
A preference for a short
term reward over a long
term advantage

10. INFLUENCE BEHAVIOR
INTERVENTIONS
BEHAVIORAL SCIENCE
Solution
Gratis telefoon bij
het afsluiten van een
abonnement
Abonnement met
alles erop en eraan
Getting something for
free triggers people to
chose you over
competition even if the
overall package is better
Power of free

11. INFLUENCE BEHAVIOR
INTERVENTIONS
BEHAVIORAL SCIENCE
Solution
Ik kies het basis
pakket zodat ik enkel
betaal voor wat ik
nodig heb
Ik kies een
abonnement met
alles erop en eraan
The notion that good is
good enough

12. INFLUENCE BEHAVIOR
INTERVENTIONS
BEHAVIORAL SCIENCE
Solution
Ik wil kiezen uit een
vooraf bedacht
pakket
Ik wil mijn eigen
abonnement
samenstellen
Creating your own bundle
or cupboard gives a feeling
of power and satisfaction

13. Hornbach

14. McDonalds Happy Meal

15. INFLUENCE BEHAVIOR
INTERVENTIONS
BEHAVIORAL SCIENCE
UNDERSTAND HOW
THE MIND WORKS
TO INFLUENCE BEHAVIOR WE NEED TO UNDERSTAND HOW
CUSTOMER’S MINDS WORK
Solution

16. INFLUENCE BEHAVIOR
INTERVENTIONS
BEHAVIORAL SCIENCE
UNDERSTAND HOW
THE MIND WORKS
Getting first
access to
innovations
Yearly Service
check up
Pro-active
downgrade options
Personally relevant
gift for being loyal
BUILD IMPACTFUL INTERVENTION BASED ON BEHAVIORAL
SCIENCE PRINCIPLES
Solution

17. INFLUENCE BEHAVIOR
INTERVENTIONS
BEHAVIORAL SCIENCE
UNDERSTAND HOW
THE MIND WORKS
Attitudes
Motivational
needs
UNDERSTAND HOW THE MIND WORKS
Solution

18. Research
Tech savvy Being Valued Basics Deal Seeker
VIA RESEARCH WE ADDED A LAYER OF HUMAN
UNDERSTANDING
Solution

19. Tech savvy Being Valued Basics Deal Seeker
Upgraded
packages
Fixed line
Upgraded
packages
All-in-1 bundle
High product
usage
CLEARLY DISTINCTIVE IN TERMS OF BEHAVIOR

20. Tech savvy Being Valued Basics Deal Seeker
First access to
innovations
Regular new
innovations
Loyalty benefits
Yearly service
check ups
Build my own
package
Get clear user
overviews
Loyalty benefits
Pro-active
downgrade
options
GOOD PREDICTOR FOR INTERVENTIONS IDEAS

21. WHAT DOES THAT MEAN IN REALITY?
Moving
Action: Email and offer a discount
Email with an
upgrade with
more
technological
options
Phone call
with the
option to
arrange their
move worry-
free
Email with the
option to
adjust their
package to
their actual
usage
Email and offer
a discount if
they stay even
when they
move

22. BUILDING A PREDICTION MODEL
Solution

23. Control
cell
Experiment
A
Experiment
B
Experiment
C
Experiment
D
Standard
offer
Control
cell
Standard
offer
Control
cell
Standard
offer
Control
cell
Standard
offer
Tech savvy Being Valued Basics Deal Seeker
EXPERIMENT ON REAL - LIFE DATA
Next steps

24. 24 ‒

25. © Ipsos | Doc Name
25 ‒
Questions Contact
Jan Zwang
Jan.Zwang@vodafoneziggo.com
Patricia Verhoelst
Patricia.Verhoelst@ipsos.com

26. THANK