Making your analytics talk business | Big Data DemystifiedOmid Vahdaty
MAKING YOUR ANALYTICS TALK BUSINESS
Aligning your analysis to the business is fundamental for all types of analytics (digital or product analytics, business intelligence, etc) and is vertical- and tool agnostic. In this talk we will build on the discussion that was started in the previous meetup, and will discuss how analysts can learn to derive their stakeholders' expectations, how to shift from metrics to "real" KPIs, and how to approach an analysis in order to create real impact.
This session is primarily geared towards those starting out into analytics, practitioners who feel that they are still struggling to prove their value in the organization or simply folks who want to power up their reporting and recommendation skills. If you are already a master at aligning your analysis to the business, you're most welcome as well: join us to share your experiences so that we can all learn from each other and improve!
Bios:
Eliza Savov - Eliza is the team lead of the Customer Experience and Analytics team at Clicktale, the worldwide leader in behavioral analytics. She has extensive experience working with data analytics, having previously worked at Clicktale as a senior customer experience analyst, and as a product analyst at Seeking Alpha.
This webinar was hosted by Gramener's CEO/Co-Founder, Anand S, and Ganes Kesari, Head of Analytics/Co-Founder on how data can help firms recover quickly throughout the recession and recovery period.
Who should watch this webinar :
Analytics Leaders, Business Leaders, CDOs, CTOs, etc.
Few takeaways :
-Which aspects of your company could benefit the most from a data-driven response?
-A strategy for identifying use cases that will provide the most value for the money.
How to use data in creative ways to uncover new market opportunities and customers.
Objectives :
-Data's utility in COVID situation
-How data science may assist you in navigating the recession
-Gramener's industry case studies to assist businesses in responding to COVID-19
Full Webinar: https://info.gramener.com/recession-proofing-your-business-with-data
To know more from industry leaders visit our official website: https://gramener.com/
The Art of Storytelling Using Data ScienceGramener
Gramener's VP - Sales, APAC Region, Vijayam Sirikonda interacted with the students of IIM Raipur and talked about the importance of data storytelling for business users.
Having data doesn't solve any business problem. Finding actionable insights and stories and implementing them to optimize business processes does.
This presentation was created by Sundeep Reddy Mallu for a virtual session with people at Indian School of Business (ISB) - Institute of Data Science.
The slides talk about how to create data stories and what parameters to keep in mind while creating one. With real-time case-studies and use cases of data storytelling, this presentation talks about how business leaders can identify Big, Useful, and surprising insights from big data sets.
Making your analytics talk business | Big Data DemystifiedOmid Vahdaty
MAKING YOUR ANALYTICS TALK BUSINESS
Aligning your analysis to the business is fundamental for all types of analytics (digital or product analytics, business intelligence, etc) and is vertical- and tool agnostic. In this talk we will build on the discussion that was started in the previous meetup, and will discuss how analysts can learn to derive their stakeholders' expectations, how to shift from metrics to "real" KPIs, and how to approach an analysis in order to create real impact.
This session is primarily geared towards those starting out into analytics, practitioners who feel that they are still struggling to prove their value in the organization or simply folks who want to power up their reporting and recommendation skills. If you are already a master at aligning your analysis to the business, you're most welcome as well: join us to share your experiences so that we can all learn from each other and improve!
Bios:
Eliza Savov - Eliza is the team lead of the Customer Experience and Analytics team at Clicktale, the worldwide leader in behavioral analytics. She has extensive experience working with data analytics, having previously worked at Clicktale as a senior customer experience analyst, and as a product analyst at Seeking Alpha.
This webinar was hosted by Gramener's CEO/Co-Founder, Anand S, and Ganes Kesari, Head of Analytics/Co-Founder on how data can help firms recover quickly throughout the recession and recovery period.
Who should watch this webinar :
Analytics Leaders, Business Leaders, CDOs, CTOs, etc.
Few takeaways :
-Which aspects of your company could benefit the most from a data-driven response?
-A strategy for identifying use cases that will provide the most value for the money.
How to use data in creative ways to uncover new market opportunities and customers.
Objectives :
-Data's utility in COVID situation
-How data science may assist you in navigating the recession
-Gramener's industry case studies to assist businesses in responding to COVID-19
Full Webinar: https://info.gramener.com/recession-proofing-your-business-with-data
To know more from industry leaders visit our official website: https://gramener.com/
The Art of Storytelling Using Data ScienceGramener
Gramener's VP - Sales, APAC Region, Vijayam Sirikonda interacted with the students of IIM Raipur and talked about the importance of data storytelling for business users.
Having data doesn't solve any business problem. Finding actionable insights and stories and implementing them to optimize business processes does.
This presentation was created by Sundeep Reddy Mallu for a virtual session with people at Indian School of Business (ISB) - Institute of Data Science.
The slides talk about how to create data stories and what parameters to keep in mind while creating one. With real-time case-studies and use cases of data storytelling, this presentation talks about how business leaders can identify Big, Useful, and surprising insights from big data sets.
How Big Data and Predictive Analytics are Transforming the World of Accountin...Swenson Advisors, LLP
The age of the millennials is upon us: Google, Instagram, Snapchat, social media, competency based education (CBE) are changing the world we live in. Big Data, its “analytical off spring,” will significantly change the role and skill set of auditors and accountants in less than a decade.
Recently, Oracle and Accenture polled some 200 CFOs and senior finance executives about
their strategies for improving the management reporting process. More than a third—41%— said selecting the right analytics tools and technologies was their top concern.
AbsolutData and Alteryx surveyed industry thought leaders to gather insight into how organizations use Customer Analytics, including adoption levels, goals, usage, and relative maturity.
And the survey revealed:
3 focus areas that benefit the most from Customer Analytics
3 biggest challenges that inhibit analytic decision making
3 critical changes that will drive improvements in 2013 and beyond
Based on the results of the survey, AbsolutData and Alteryx will now be holding a webinar on 16th July 2013 at “5:30pm CST” to provide more information on how your peers use data to predict customer behavior, and drive measurable improvements in sales, customer retention, and loyalty.
Marketing analytics
PREDICTIVE ANALYTICS AND DATA SCIENCECONFERENCE (MAY 27-28)
Surat Teerakapibal, Ph.D.
Lecturer, Department of Marketing
Program Director, Doctor of Philosophy Program in Business Administration
Measuring and managing customer profitability in the big-data era. How to capitalize on the opportunity.
In today's era of Big Data and related technology, the benefits of "customer-centricity" are within our reach. Analysis of Big Data sources helps to better understand customer needs, preferences, attitudes, expectations, sentiments, and buying behavior. Yet to achieve this potential, organizations need to understand and apply the classic but essential concepts of customer profitability, customer lifetime value (CLV), and customer value management analytics. Join us for an event on how to approach this challenge.
When linked with customer profitability metrics, these insights enable more profitable decisions in product design, sales, marketing, customer care, loyalty management, and risk management. This session will help attendees capitalize on this opportunity. We will cover the classic high-impact basics of measuring and managing customer profitability, customer lifetime value (CLV), as well as how to use new Big Data insights to get more value from these efforts. This tutorial which cover the topic in 5 practical steps:
1. Introduction to Customer Profitability Analytics: What is customer profitability analysis, why is it so valuable, and what are the key concepts and methodologies used to measure customer profitability, customer lifetime value (CLV), and related metrics?
2. High-Impact Use-Cases of Customer Profitability Analytics: What are the key ways customer profitability analytics is used enhance results? We will describe the highest-value ways to use customer profitability metrics to improve business results, with concrete examples in each of the following categories:
o Customer Lifetime Value optimization ("CLV")
o Customer loyalty and retention
o Share of wallet maximization
o Marketing ROI
o Impact of Customer Service, Customer Experience, and Customer Satisfaction on Profit
o Product design, pricing, promotion, and positioning
o Allocation of resources (capital, budget, HR, etc)
o Risk management
3. How to Calculate Profitability at the Customer Level : We will walk through the algorithms you need to use to turn raw data into customer profitability metrics, and share tips on how to customize them depending on your business. Related applications will also be covered, such as how to use the same algorithms to measure profit per household, salesperson, distributor, or other entity relevant to how your business makes money.
4. Data & Tech Requirements
5. Using Big Data to Maximize ROI on Customer Analytics: What are the top 5 opportunities to use Big Data to increase the benefits achieved through customer profitability analytics and related initiatives?
Speakers: Jaime Fitzgerald, Founder and Managing Partner, Fitzgerald Analytics, and Konrad Kopczynscki, Director at Fitzgerald Analytics. Konrad and Jaime have applied customer profitability methodologies to dozens of clients.
Data Analytics 201: Adding Value with Modeling TechniquesNICSA
Take a deeper dive into Data Analytics and better understand what it takes to develop useful algorithms.
This webinar will cover demonstrated use cases and applications for three different data analysis approaches. Panelists will discuss different customer segmentation approaches, as well as the development of scoring models. Participants will benefit from engaging discussion surrounding the value of analytics, incremental data acquisition, and the development of simple modeling techniques that can help financial firms succeed.
WA-UX - data and strategies - Talk by ShivamShivam Dhawan
A talk on how Web Analytics and User Experience research data can provide a lot of insights to derive an actionable strategy. Methodology - Reality - Suggestions - Challenges.
From Big Data to Actionable Insight: What's Needed on the Back EndZach Gardner
Big data is a big undertaking. But you don’t have to go it alone. By allowing a data solutions provider to buffer the many complexities of big data, you’re free to focus on the end goal: actionable insight.
Here's what we'll go over:
• How to keep your data scientists from becoming data janitors
• The incredible amount of work that goes into readying Japanese drug prescriptions for aggregated analysis
• How data solution providers bring elasticity, scalability, reduced time to insight, and more ROI to your big data initiative
How Big Data and Predictive Analytics are Transforming the World of Accountin...Swenson Advisors, LLP
The age of the millennials is upon us: Google, Instagram, Snapchat, social media, competency based education (CBE) are changing the world we live in. Big Data, its “analytical off spring,” will significantly change the role and skill set of auditors and accountants in less than a decade.
Recently, Oracle and Accenture polled some 200 CFOs and senior finance executives about
their strategies for improving the management reporting process. More than a third—41%— said selecting the right analytics tools and technologies was their top concern.
AbsolutData and Alteryx surveyed industry thought leaders to gather insight into how organizations use Customer Analytics, including adoption levels, goals, usage, and relative maturity.
And the survey revealed:
3 focus areas that benefit the most from Customer Analytics
3 biggest challenges that inhibit analytic decision making
3 critical changes that will drive improvements in 2013 and beyond
Based on the results of the survey, AbsolutData and Alteryx will now be holding a webinar on 16th July 2013 at “5:30pm CST” to provide more information on how your peers use data to predict customer behavior, and drive measurable improvements in sales, customer retention, and loyalty.
Marketing analytics
PREDICTIVE ANALYTICS AND DATA SCIENCECONFERENCE (MAY 27-28)
Surat Teerakapibal, Ph.D.
Lecturer, Department of Marketing
Program Director, Doctor of Philosophy Program in Business Administration
Measuring and managing customer profitability in the big-data era. How to capitalize on the opportunity.
In today's era of Big Data and related technology, the benefits of "customer-centricity" are within our reach. Analysis of Big Data sources helps to better understand customer needs, preferences, attitudes, expectations, sentiments, and buying behavior. Yet to achieve this potential, organizations need to understand and apply the classic but essential concepts of customer profitability, customer lifetime value (CLV), and customer value management analytics. Join us for an event on how to approach this challenge.
When linked with customer profitability metrics, these insights enable more profitable decisions in product design, sales, marketing, customer care, loyalty management, and risk management. This session will help attendees capitalize on this opportunity. We will cover the classic high-impact basics of measuring and managing customer profitability, customer lifetime value (CLV), as well as how to use new Big Data insights to get more value from these efforts. This tutorial which cover the topic in 5 practical steps:
1. Introduction to Customer Profitability Analytics: What is customer profitability analysis, why is it so valuable, and what are the key concepts and methodologies used to measure customer profitability, customer lifetime value (CLV), and related metrics?
2. High-Impact Use-Cases of Customer Profitability Analytics: What are the key ways customer profitability analytics is used enhance results? We will describe the highest-value ways to use customer profitability metrics to improve business results, with concrete examples in each of the following categories:
o Customer Lifetime Value optimization ("CLV")
o Customer loyalty and retention
o Share of wallet maximization
o Marketing ROI
o Impact of Customer Service, Customer Experience, and Customer Satisfaction on Profit
o Product design, pricing, promotion, and positioning
o Allocation of resources (capital, budget, HR, etc)
o Risk management
3. How to Calculate Profitability at the Customer Level : We will walk through the algorithms you need to use to turn raw data into customer profitability metrics, and share tips on how to customize them depending on your business. Related applications will also be covered, such as how to use the same algorithms to measure profit per household, salesperson, distributor, or other entity relevant to how your business makes money.
4. Data & Tech Requirements
5. Using Big Data to Maximize ROI on Customer Analytics: What are the top 5 opportunities to use Big Data to increase the benefits achieved through customer profitability analytics and related initiatives?
Speakers: Jaime Fitzgerald, Founder and Managing Partner, Fitzgerald Analytics, and Konrad Kopczynscki, Director at Fitzgerald Analytics. Konrad and Jaime have applied customer profitability methodologies to dozens of clients.
Data Analytics 201: Adding Value with Modeling TechniquesNICSA
Take a deeper dive into Data Analytics and better understand what it takes to develop useful algorithms.
This webinar will cover demonstrated use cases and applications for three different data analysis approaches. Panelists will discuss different customer segmentation approaches, as well as the development of scoring models. Participants will benefit from engaging discussion surrounding the value of analytics, incremental data acquisition, and the development of simple modeling techniques that can help financial firms succeed.
WA-UX - data and strategies - Talk by ShivamShivam Dhawan
A talk on how Web Analytics and User Experience research data can provide a lot of insights to derive an actionable strategy. Methodology - Reality - Suggestions - Challenges.
From Big Data to Actionable Insight: What's Needed on the Back EndZach Gardner
Big data is a big undertaking. But you don’t have to go it alone. By allowing a data solutions provider to buffer the many complexities of big data, you’re free to focus on the end goal: actionable insight.
Here's what we'll go over:
• How to keep your data scientists from becoming data janitors
• The incredible amount of work that goes into readying Japanese drug prescriptions for aggregated analysis
• How data solution providers bring elasticity, scalability, reduced time to insight, and more ROI to your big data initiative
In this presentation, I share with you how I dress for extreme subzero temperatures. If your in to outdoor,survival,adventure and bushcraft during wintertime,then this is a step by step how to dress.
Moving from data to insights: How to effectively drive business decisions & g...Cloudera, Inc.
Firms have become obsessed with data. But the key to competitive advantage is not just more or bigger data or big data technology, it is finding actionable insights from all the data as well as embedding insight in processes and applications. This requires a change in your approach - modernized architecture and embedding insights and data in you business decisions It also requires a change in how your people work systematically to find, test and implement insights. In this webinar, Forrester Vice President and Principal Analyst Brian Hopkins will present results from two years of research into these ideas and recommend to attendees how they can get the most out of their data and analytics to drive effective business decisions and gain competitive advantage.
More and more companies are requiring their marketing teams to provide ROI for their initiatives. Does your marketing team do this? We invite you to join us to learn how to work with your marketing team to ensure they have the tools, resources and strategies to align marketing initiatives with business objectives.
Top Data Collection Tips to Help You Unlock Your Business PotentialAndrew Leo
A systematic process of gathering observations or measurements, data collection plays a vital role in enhancing customer experience and promoting informed decision-making. Data can be collected through multiple sources such as feedback, surveys, online tracking, social media monitoring, etc.
Read here the inspired blog: https://www.damcogroup.com/blogs/top-data-collection-tips-to-help-you-unlock-your-business-potential
#datacollectionservices
#webdatacollection
#datacollectionplatforms
#datacollectioncompany
#datacollectioncompanies
Preparing for board meetings can be a daunting task. In this week's webinar, our VP of Customer Success, Allison Pickens, discusses how to use Gainsight's rules and reporting capabilities to slash prep time and deliver an effective board meeting presentation.
This is a presentation in a meetup called "Business of Data Science". Data science is being leveraged extensively in the field of Banking and Financial Services and this presentation will give a brief and fundamental highlight to the evergreen field.
How to start an e commerce start-up (A step by step guide)Amit Kumar
In a master class to a group of startup founders and enthusiasts, Amit Kumar (CEO of OLX Autos) presents a step by step guide to build an e-commerce business.
Stop Burning Your AdWords Budget - Simple Optimization Tactics to Make Your S...Luciano Pesci, PhD
Learn how to make your AdWords spend go farther through simple data visualizations that optimize campaigns and keyword bids, ways to control for the effect of time on campaign performance, how to use game theory and expected customer value to beat your competitors at bidding, and agile research methods you can use to lower your spend.
You can watch the accompanying Webinar here: https://youtu.be/W2bu04tZ-4k
Driving Key Account Growth: Planning and Execution to Access the White SpaceRichardson
Decreasing customer loyalty, higher expectations, and constant competitive threats are making forecasted business from your best customers anything but a certainty. The presentation will cover the following:
1. The guiding principles for excellence in strategic account planning
2. Quantitative and qualitative factors to consider in choosing accounts for strategic account planning
3. How to align to the customer’s strategy
Account plan execution
It may be easier than ever today to collect data, but many marketers still find themselves scratching their heads when trying to decide how best to sift through it to uncover the gems. What’s often even more difficult, however, is developing reports that incite action and encourage future investment in the right strategies and optimizations – especially when findings challenge the status quo.
In this session, Ben Magnuson, Senior Data Strategist at One North, explore how to deliver reports that your stakeholders will actually care to read. Specifically, he dives into how you can shift your reporting strategy to ensure you are:
* Establishing the right baselines and goals to help you more accurately benchmark your progress towards KPIs
* Moving beyond simply showing your work to provide the right level of context around data trends that matter
* Including stakeholders in the development of metrics to prevent surrogation, or the confusion of strategic intent with the metrics meant to represent it
* Creating an influential narrative around your results that helps you overcome bias, combat conventional thought and improve decision making
Content marketing analytics: what you should really be doingDaniel Smulevich
My presentation from Digital Marketing Show 2014. #DMSLDN
A journey through web analytics processes, from setting up KPIs to integrating data sources and automating reports.
Measuring engagement and revenue throughout the customer lifecycle by SilverpopSilverpop
In this presentation, Silverpop highlights several steps marketers should be taking in order to ensure engagement levels and the bottom line continue to rise, including the following:
Connecting revenue to the specific marketing channels and campaigns driving it
Integrating digital marketing and ecommerce systems
Developing campaigns targeted at crucial points in the buyer journey, such as first purchase, repeat customer and win back
Measuring and tracking customer engagement levels in order to target communications and understand resulting impact on engagement
11. Big Data Strategy
1. To provide the data, data integrity and data awareness, the
reporting and analysis expertise and the tools and services
to allow the bank or credit union to become a data driven
organization for strategic, financial and operational planning
a) Create marketing efficiencies by target product and service offerings
b) Use data to discover organizational efficiencies
c) Change decisions from “I think” to “I know”
2. To win, we need to excel at
a) Data Access
b) Data Mining
c) Data Analysis
d) Data Visualization
12. Data sources
Data you don’t have
Aggregate data
Set definitions
Choose the
tool/software
Determine the budget
and staffing model
BIG DATA “To Do” List
13. Set Milestones
• Data Strategy organizational
buy-in
• Create definitions
• Evaluate Data gathering, storing
and mining tools and resources
• Identify tool and resource gaps
• Plan to fill gaps
• Establish utilization and
reporting elements
14. Data Sources
*Unstructured
• Core
• Online and Mobile banking
platforms
• MCIF/CRM
• Loan Originations
• Credit Bureaus
• PFM
• Credit Cards
• Social Media*
• Customer feedback loops*
(Some data you hold, some is
held by 3rd parties)
15. Set Definitions
• Customer
• Household
• Core Deposit
• Term Deposit
• Consumer Loan /
Mortgage loan
• Active Customer /
Active Account
• Inactive customer /
Inactive Account
• New Customer
16. Start NOW with Core Data
• monthly ACH deposit to another FI
• monthly bill payment via providers
website
• automatic loan payment to another FI
• with no checking
• With no debit card
• with inactive checking/debit
• without a credit card with you
• with A credit and low deposit balances
• with high deposit balance and no loans
• without mortgages with you
• with one auto loan
• with $10K of deposit balances
18. Opportunity Analysis
80%
20%
Deposit Opportunity
Current Household Deposits Current Household Deposit Opportunity
41%
59%
Loan Opportunity
Current Household Loans Current Household Loan Opportunity
Total Employees 400
Household Per Employee 40.75%
Total Members 279
Total Households 163
Deposit Information Loan Information
Current Household Deposits $ 5,188,468.00 Current Household Loans $ 2,746,984.00
Deposits per Current Household $ 31,831.09 Loans per Current Household $ 16,852.66
Total Employee Deposit Opportunity $ 10,811,532.00 Total Employee Loan Opportunity $ 13,653,016.00
Current Household Deposit Opportunity $ 1,331,532.00 Current Household Loan Opportunity $ 3,936,016.00
Remaining to Maturity (27% Share of Wallet) $ 359,513.64 Remaining to Maturity (34% Share of Wallet) $ 1,338,245.44
% HSA Households 1.23% % Loan Households 68.71%
20. Avoid Vanity Metrics
• These “vanity metrics” include
– Total page views
– Twitter followers
– Likes
– Visits
• The strongest marketers are the ones who collect actionable data.
21. Ask the “So What Question”
• To be more actionable
with your analytics, start
with the “so what?”
question.
– For example, click-through
and blog views are nice to
have, but do they impact
revenue?
• When you frame your
decisions through the “so
what?” question, you’re
beginning to dig deeper
into analytics.
22. 5 ways to make the most out of
marketing analytics
23. 1. Stop relying on gut instincts
• 40% of marketers say that they use intuition to make decisions.
• Way too many businesses are just gambling on their marketing
plans.
• Bad guesses waste your time and resources.
• Since these marketers probably don’t measure the outcomes of
their decisions, they are also likely to repeat past mistakes.
24. 2. Don’t be a lukewarm user
• ~50% of marketers believe
that their most under-
utilized asset is their data.
• Do your homework.
• walk you through the basics
of conversion goals, and
traffic channels.
• It takes more effort to set
up individual campaign
tracking, it’s worth it when
your actionable data starts
pouring in.
25. 3. Focus on what members are doing
• Better understand your customer
behavior
• Track customer paths
• Run behavior reports to figure
out what people are doing on
your channels.
• Evaluate drop-off points.
• A/B testing is critical
• A low 24% of marketers create
and test hypotheses.
• Marketers are missing the
opportunity to collect real data
and improve the customers’
experiences.
26. 4. Be consistent with analysis
• When marketing departments are busy, complex analysis can become
a lower priority.
• That’s why only 37 percent of marketers use analytics on a regular
basis.
• Analyze your past data
• Make smart predictions about future campaigns.
• Using analytics to improve marketing campaigns can save time—and
increase revenue.
27. 5. Assign real dollar values
• 1/3 of marketers track ROI on their campaigns.
• Dollars and revenue need more of your focus.
• Don’t spend all your time on numbers, focus on dollars.
• Work with your CFO or VP Finance help you calculate the actual
value of your marketing efforts.
• When you calculate values for customer actions, you can calculate
ROI.
• This makes it much easier to prove the success of your
28. Actionable Data Leads to Better Marketing
• When you are collecting actionable data, you can
make better marketing decisions.
29. Gather Data
• Identify you data
sources
• Build or buy a place to
store this data
(MCIF/data
warehouse/CRM)
• Prioritize what data to
collect first
– Priorities should align
with your FIs KPIs and
Strategies
30. Organize Data
• Store data in identifiable
segments (transaction data,
balance data, process
data…)
• Knowing what data resides
where allows you to access
it in the future
• Organize for tracking and
trending
– Use KPIs
– Use Strategic goals
– Use Key Ratios
31. Identify Relevant Data
• Always start with a
question you want the
data to answer then
isolate, track and trend
that data
• There is too much data
and not all of it is
relevant all the time
• Identify which data will
provide the answer to
your questions
32. Use Data to Create Efficiencies
From
• Blast Marketing >>>>>>>>>>>>>>
• One size fits all >>>>>>>>>>>>>>
• We did good >>>>>>>>>>>>>>>>
• We got a lot of new business >>>
• We grew balances >>>>>>>>>>>>
• Assuming everyone wants
everything >>>>>>>>>>>>>>>>>>
• Not knowing the customer >>>>>
To
• Segmented Marketing
• One size fits you
• We had X return
• We opened X new accounts
• We grew balances by $X
• Your customer is looking for
this one thing
• Knowing the customer
33. How?
• Create smart targets
• Create lists from these targets
• Create a campaign goal
• Store this list info with historical markers
• Add the average per unit/balance profit for this
offer (work with finance to determine)
• Append this list for activity/changes
• Build a report to demonstrate this activity
• Store this activity for future use/forecasting
34. Create a Target Lists
• Monthly ACH deposit to another FI
• Monthly bill payment via providers
website
• Automatic loan payment to another
FI
• No checking
• No debit card
• Inactive checking/debit
• No credit card with you
• A credit and low deposit balances
• High deposit balance and no loans
• No mortgages with you
• One auto loan
• $10K+ of deposit balances
35. Create a Marketing List
• Remove from the list
– In collections
– Sub-par members (CUs)
– Underage customers
– Do not market
36. Create Campaign Goal
• By units
• By balance
• By utilization
• Goal should match
what the campaign is
trying to accomplish
37. Store these Lists Under Unique Names
• Excel spreadsheet
• Data warehouse
• MCIF
• CRM
• Be sure to include
historical markers based
upon the goal
38. Add Product/Balance Profit
• ROI or MROI (pros/cons)
• Work with Finance
• Average 1st year profit by:
– Unit – per auto loan
– Balance – per $1000
– Customer
– Household
• Add this profit estimate to
the tracking report
39. Append this List
• Same definitions
• Same data source
• Add appended data to
original list with
historical markets
• Append weekly/ bi-
monthly/monthly/…
40. Track, Trending, Reporting
• Build a report
• Compare historical marker
to current
• Present graphically
(visualize the data)
• Tell the story – keep it
pithy…
41. Store for Future Reference
• Improves your goal setting
• Helps with forecasting
• Helps with budgeting
43. Engagement
• Products per customer
• Products per household
• Balances per customer
• Balances per household
44. Lead Generation
• Inbound Marketing
• Social Media
• Branch traffic
• MCIF/CRM
• eMail/Direct Mail
• Outdoor
• Events
• Content Marketing
• New customer marketing lists
• SEG/Business Partner
employees
45. Utilization
• This metric is the one that matters the most to your C-suite.
• Did your marketing compel people to come in for an appointment or
attend an event?
• Did you marketing result in product adoption and balance growth?
• Match the marketing group to those who actually walked through
your doors—and give you a direct ROI/MROI on your effort.
46. Tweak and Start Over
Data quickly becomes addictive
Data will temper the “gut”
and mitigate the “I think(s)”
47. "Information is the oil of the 21st
century, and analytics is the
combustion engine.“
Peter Sondergaard, SVP Gartner Research
Rich Jones
rich0747@comcast.net
Leading2Leadership LLC
720.256.4936 mobile
@rich0747 Twitter
LinkedIn.com/in/rich0747