1. 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
Charles Ping, director, Communisis
Rachel hall, CRM & database manager, Honda
Karl-Magnus Wadsack, strategic consultant, Equifax
Tony Lewis, head of member marketing, The Caravan Club
07.40pm Drinks & Canapés
08.30pm End
#dmabigdata
2. Welcome & state of the state – Big data
Charles Ping, director, Communisis
#dmabigdata
3. The challenges Honda have faced
and how they are overcoming them
Rachel Hall, CRM & database manager, Honda
#dmabigdata
8. 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
29. Leveraging data in a white water
environment – vision to reality
Tony Lewis, head of member marketing, The Caravan Club
#dmabigdata
30. Big Data – Vision to reality
Tony Lewis
Head of Member Marketing
31. AGENDA
PAINT YOU A PICTURE
THE CHALLENGE
HOW WE GOT TO WHERE WE ARE
TODAY
THE FUTURE
PRACTICAL TIPS
32. Who we are
Hotel chain Insurance Provider
Sites Network Insurance Services
MEMBERS
Travel Agent Membership Org
Overseas Holidays Membership
33. 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
34. ... 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
35. 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
36. AGENDA
PAINT YOU A PICTURE
THE CHALLENGE
HOW WE GOT TO WHERE WE ARE
TODAY
THE FUTURE
PRACTICAL TIPS
37. AGENDA
PAINT YOU A PICTURE
THE CHALLENGE
HOW WE GOT TO WHERE WE ARE
TODAY
THE FUTURE
PRACTICAL TIPS
38. The Brand
Putting Members at the heart of
everything that we do
Creates Fulfils
Expectation expectation
Gives reason Reason to
to choose choose again
42. AGENDA
PAINT YOU A PICTURE
THE CHALLENGE
HOW WE GOT TO WHERE WE ARE
TODAY
THE FUTURE
PRACTICAL TIPS
43. AGENDA
PAINT YOU A PICTURE
THE CHALLENGE
HOW WE GOT TO WHERE WE ARE
TODAY
THE FUTURE
PRACTICAL TIPS
44. 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
45. 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
46. 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
47. Examples
Triggered communication
Dynamic data to improve
Member Experience
Dynamic images
60. Thank You
Tony Lewis
Head of Member Marketing
Tony.lewis@caravanclub.co.uk
61. Panel discussion
Charles Ping, director, communisis
Rachel Hall, CRM & database manager, Honda
Karl-Magnus Wadsack, strategic consultant, Equifax
Tony Lewis, head of member marketing, The Caravan Club
#dmabigdata
62. Thank you for attending
Please join us for drinks & canapés
in the Picture Room
#dmabigdata
