Take control of big data, 18 july 2012

Take control of big data
06.00pm Registration & drinks

06.30pm Chair’s welcome & state of the state – Big data
Charles Ping, director, Communisis

06.35pm The challenges Honda have faced and how they are overcoming them
Rachel Hall, CRM & database manager, Honda

06.50pm Taming big data – a practical perspective
Karl-Magnus Wadsack, strategic consultant, Equifax

07.05pm Leveraging data in a white water environment – vision to reality
Tony Lewis, head of member marketing, The Caravan Club

07.20pm Panel Discussion
Rachel hall, CRM & database manager, Honda

07.40pm Drinks & Canapés

08.30pm End

#dmabigdata

Welcome & state of the state – Big data

#dmabigdata

The challenges Honda have faced
and how they are overcoming them

#dmabigdata

What purpose?
Standardisation Lead generation Marine
Customer communications
• Who isCustomer relationship management quality Used car
our customer?
Increased market share
Service plans
Fulfilment
Energy
Data
Cross-sell
Retention Dealer area of influence
Network development Targeting
Customer lifetime value
ATV Customer touchpoint
Up-sell Personalisation Data capture
Valuation tool
• How do we get more?
Data cleansing
Purchase Prospecting
Digital user experience Churn
User experience Segmentation
Integration
Retail Active engagement
Residual values Contact Acquisition
centre Leads Requalification
Pan-divisional Roadside assistance
Fixed price servicing
Operational data store Dealer network Motorcycles
• How do we keep the ones we’ve
Clustering
Corporate Lead management
Data warehouse Live chat
Data protection
Dealer marketing centre
Customer lifecycleIncreased parc penetration
got? Data cleansing
Prospect relationshipLawn and gardenSystem integration
Social media
management
Digital Customer journey Dealer Management System
Above the line
Extended guarantee Campaign response Campaign extract

Know where you’re going
Understand

Execute

Taming Big Data- a practical
perspective

#dmabigdata

Taming ‘Big Data’
A practical perspective
Karl-Magnus Wadsack
Strategic Consultant

© Equifax Confidential and Proprietary

What does Single Customer View do?

Single Customer View (SCV) provides an organisation with the
ability to view every aspect of their relationship with a
customer.

With multiple stores/brands, call centres, campaigns, and
delivery channels to coordinate, organisations can benefit
tremendously from the single customer view.

With customer loyalty under pressure from savvy customers
shopping around for the best deals a 360° view is more
important than ever.


Increased customer touchpoints/channels
= fragmented information/systems

Contact information Telemarketing

– Mobile / landline numbers
– Email addresses
– Mailing address In-store Online

– Marketing permissions

Customer 360° view
Mobile Transactions
– Personal data
– Lifestage
– Household Composition / demographic information
– Contact history and response information
– Transactional information (RFM)
– Social Media

Standard SCV - Retail organisation

High street store On-line store Promotional
database

Rachael Green, 1 High Street, Sue Jones, 4 Main Street
01/01/1980
R. Green, 1 High Street, 01/01/1980 S. Jones, 4 Main Street, 02/02/1970

R. S. Green, 1 High Street R. Smith, 6 Grove Road, 01/01/1980


Kerry – a life story


Evidence-based SCV - Banking group

Savings account Current account Credit card

K McFadden, 12 River Close, 06/09/1980 Kerry Katona, 37 High Rd, 06/09/1980
Changed Name 17/06/2009

Kerry Katona, 37 High Rd, 06/09/1980 Kerry McFadden, 37 High Rd, 06/09/1980
Moved to 12 River CIose 23/11/2009
Kerry McFadden, 37 High Rd, 06/09/1980
No other K Katona or K McFadden
recorded at 12 River Close

Match conflict

Condition of Conflict used to confirm links and to ensure false
positive rate is minimised

K Katona

No other
K Katona at
address
Kerry Katona


Household SCV and latest address
Household SCV generates a household-level URN
Can provide best and latest address

John Smith John Smith Ann Jones Ann Jones

SCV SCV
match match
Address 1 Address 2 Address 3 Address 3

Most Most
recent recent
address address
Address 2 Address 4

Example Example
1 2

The Complete Picture

Current and future Multi-channel
value Up-sell and cross-sell marketing
•Transactional data • Geo-demographic and • Email
(recency, frequency, socio-economic data • Mobile/SMS
monetary value, returns, • Attitudinal and • Permissions
bad debt) motivational models • Channel preference


What business needs does SCV fulfil?

Improved Improved
Informed marketing cross-selling and customer
up-selling experience

Wider business Higher
efficiencies – return on
business case marketing
support investment


Informed marketing

Dynamic and accurate view of existing
customer relationships

More accurate customer targeting and
profiling

Cross pollination of contact information
and marketing permissions from all
existing relationships


Improved cross-selling and up-selling
Complete view of the transactional history of an
individual or household
– Intelligent customer offers
– True one-to-one marketing offers based
upon each customer’s unique spending
activities
– Maximise customer value
– Deliver customer satisfaction
– Improve brand loyalty


Improved customer experience
Complete view of existing customer relationship

Better understand client requirements

Better focussed communications

Build closer relationships

Don’t offer products they already have
or don’t want

Fewer customer touch-points


Questions?

Karl-Magnus Wadsack
Tel: 0845 603 6772
Email: SCVSolutions@equifax.com


Leveraging data in a white water
environment – vision to reality

#dmabigdata

Big Data – Vision to reality

Tony Lewis
Head of Member Marketing

AGENDA
PAINT YOU A PICTURE
THE CHALLENGE
HOW WE GOT TO WHERE WE ARE
TODAY
THE FUTURE
PRACTICAL TIPS

Who we are

Hotel chain Insurance Provider

Sites Network Insurance Services

MEMBERS

Travel Agent Membership Org

Overseas Holidays Membership

Volumes and Complexity

26 million nights
1000 staff across the network
Facilitating 60000 members to go abroad
4) Integrated Planning

260,000 policy holders 3) Generating ideas and asking ourselves “why not?”

500,000 calls per year
2) Training sessions to help us think and behave like
adopters and understand ourselves and each other

1) The re-organisation and recruitment of the team
1 million members
50000 actively social members

... Where we were

WE WERE STRUCTURED IN A TRADITIONAL PRODUCT
CENTRIC WAY

WE WERE DATA INFANTS – DID NOT SEE THE VALUE OF
DATA

DATA USED FOR CAMPAIGN PURPOSES WAS FEW AND
FAR BETWEEN

ACTIVE / INACTIVE MEMBERS, HAD NO APPRECIATION
FOR WHO ARE THEY

USED TO NOT KNOW WHICH MEMBERS DRIVES
REVENUE AND PROFIT

Surprise surprise

HAD DISPARATE DATA SETS

HAD MANY GOES AT CREATING A SINGLE CUSTOMER
VIEW

RAMP UP ON CAMPAIGNS USED TO BE LONG AND
DIFFICULT

ABILITY TO TAILOR COMMUNICATIONS, BE DYNAMIC
AND RELEVANT WAS OFF IN THE CLOUDS ABOVE A
RAINBOW... SOMEWHERE...

RELIED HEAVILY ON ANECDOTAL, FEEL, HEARSAY TO
MAKE BUSINESS DECISIONS

The Brand

Putting Members at the heart of
everything that we do
Creates Fulfils
Expectation expectation

Gives reason Reason to
to choose choose again

The Vision

Leverage data to
drive Member Leverage data to
Engagement in a drive marketing
White Water efficiencies
environment

Where are we right now

WE NOW HAVE THE ELUSIVE SINGLE VIEW OF THE
MEMBER

UTILISED THE SINGLE MEMBER VIEW TO INFORM SITE
DEVELOPMENT STRATEGY
Payback
WE HAVE A 1ST YEAR MEMBER PROGRAMME TO
due in 6 INCREASE MEMBER RETENTION
months!
DEVELOPED KEY MARKETING AUTOMATED
CAMPAIGNS WHICH SAVED HALF A PERSON

REDUCED MARKETING SPEND BY 40%

ALREADY ACHIEVED 25% PAYBACK AGAINST THE
INVESTMENT

How did we get here

Created a new data driven team
Developed our people
Reviewed processes
4) Integrated Planning

Renegotiated marketing services 3) Generating ideas and asking ourselves “why not?”

Developed SCV
2) Training sessions to help us think and behave like
adopters and understand ourselves and each other

The difference that will make the difference
1) The re-organisation and recruitment of the team

Monitor your benefits

Examples

Used single view to understand how members are
using each site

Utilised Mapping tool to understand drive time
profiles
Develop a booking profile of visitors

Examples

Triggered communication
Dynamic data to improve
Member Experience

Dynamic images

Examples – 1st year programme

Examples – 1st year programme

Dynamic
Content

Thank You

Tony Lewis
Head of Member Marketing
Tony.lewis@caravanclub.co.uk

Panel discussion
Charles Ping, director, communisis

#dmabigdata

Thank you for attending

Please join us for drinks & canapés
in the Picture Room

#dmabigdata

Take control of big data, 18 july 2012

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