This document discusses how data is exploding in volume and complexity, making customers harder to understand, target, satisfy and reach with traditional marketing approaches. It outlines how the company is improving customer intelligence through building a new marketing database and exploiting customer data to gain insights into areas like campaign performance, pricing impacts, predictive analytics, customer segmentation and social network analysis. These insights are helping shift how insights are delivered and used, improving understanding of loyalty and reducing churn, improving targeting for loyalty campaigns and creating more efficient and joined-up messaging across channels. Segment strategies are defined to retain and educate high value loyal customers through optimal price plans and targeted entertainment deals.

1. Creating Value from an
Explosion of Data
Carlos Soares, Head of CLM

2. A Road to winning in the market….
The World
is Changing
Competing
to win
How does
it work?

3. 64% of adults say that technology has
changed the way they communicate
19 Million subscribers 23.9 Million residential fixed
76% of adults with broadband, with landlines
5.1 m mobile have broadband
subscriptions 92% of adults own /use a mobile,
while 15% are mobile only homes
Average actual speeds are 7.6 Mbit/s
33.1 Million mobile subscribers in the
Two thirds of internet users have UK of which 51% have PAYG mobiles
accessed Facebook
Every month 200 text messages are
48% of adults have a social network sent per customer per mobile
profile, while 39% use their mobile to
access the internet Tablet ownership has jumped from 2%
to 11% in 12 months
Digital TV is in 96% of UK homes, totalling 60 million TVs with 40% being HD
People aged 4+ are watching 242 minutes (4 hours) of TV per day
47% of homes have DVR

4. Data explosion and complexity

5. “Keeping in touch” with customers is becoming
more and more difficult and costly
Customers are harder to target Customers are harder to satisfy
… middle ground is growing
… proliferation of urban lifestyle … shifting from traditional to more
experiential criteria
… immigration is increasing
… rising expectations
… stressed and compressed for time
Customers are harder to predict Customers are harder to reach
… new multi-channel shopping
… harder to define
… more complex to target due
… eclectic shopping behaviors to media fragmentation
… shopping values are shifting … bombarded by information
and choices
Traditional Marketing approach becomes more and more ineffective. We are
looking for new ways to gain a competitor advantage.

6. And the race for the customer is
changing every day…
Things used to be quite simple…. most of this is still true, except...
behaviour is changing ….
what was once targeted to specific activities…
is now highly customisable always on, always connected blank
canvas …

7. And as social media & mobile devices
become the norm the volume of data is
growing exponentially
• So we‟re halfway through building our
new Marketing Database to meet this
growing demand
• A „single source‟ of the truth for
campaigning, analytics and customer
reporting
• Scaled solution but delivered in
bitesized chunks
• A genuine customer centric model
not 3 brands
But we won’t win prizes by just creating a technically brilliant
database..
We need to Exploit, Exploit, Exploit!

8. We are improving our customer intelligence ...
CAMPAIGN
PERFORMANCE
Who bought which
products? What
advertising or
campaign could have
impact the
response?
PRICING IMPACTS PREDICTIVE
ANALYTICS How can we optimise
Are they sensitive to campaign spend
price ? Can we What will happen
change their next?
behaviour to make
them more What impact will our
profitable? CUSTOMER activities have?
SEGMENTATION
What is the customer
like? What are their
needs? What are the
best journys &
SOCIAL NETWORK treatments? LOYALTY
ANALYSIS INSIGHT
Common calling Who are your most
patterns for a specific loyal customers?
customers? Why? How do they
The customer role in utilise our products
calling circles? or purchase? What
drives them?
Confidentiality level on slide master
Version number on slide master

9. And shifting the way we use & deliver
insight…
• Loyalty Insight: New data sources have • Self-Service insight at Product
improved our understanding of customer Managers finger-tips.
loyalty leading to a reduction in churn
• Targeting: Combining online data has led • Efficiencies: We has reduced campaign
to improved loyalty campaigns with delivery times by 25% and started to
greater relevance to customers create “joined-up” messaging across
• Better Value: A greater understanding of channels to create a consistent
our customers, their needs and experience
behaviour helped us launch new
initiatives

10. Defining the right Segment strategies to
drive growth
Basic Strategy
Retain and Educate
Strategy Ideas Treatment Ideas
• Offer discounts for mobile calls to
Marketing other networks for “High Value‟ users
• Actively retain highest value
on a special occasion (e.g. reaching a
customers with optimal price plan
certain Airtime, their birthday)
offers
• Offer free TV content download on
• Educate them about the simplicity
Fridays – “Stay in” night
and convenience of one provider for
Description mobile, BB & TV
• Target young users with
entertainment deals using low cost
Customer Service marketing (e.g. email, My Account
• Our loyal customers
• Faster routing and simple and friendly and text )
communication in CS & Tech
• No high tech talk, but intentional
education on simple service
• Offer online self service
Products Quick Win Campaigns
Propensity • Flexible price plans with “controlled”
bill • Retain customers with trial offers of
• Priority product is TV boosts • Advanced convenience services e.g. new mobile devices or TV boost
Engineer available within 24 • Trial “Stay in” night
hours, online self help
• “Eat all you can” Package that you
can flex

11. We are STILL on a journey to drive
analytics and data transformation across
the business
•Senior Sponsorship
•Clear vision & strategy for Marketing CRM
•Address People, systems and processes
•Communication & Engagement with stakeholders, partners &
technology
•Outstanding people in analytics
•Being outcome based... Act on what we learn credibility
•But most importantly, having an appetite to embrace data and
insight ...

12. Key Learning’s
• Change is constant, be prepared for a rollercoaster of a ride
• Culture change & complexity
• Get into the operating model – people, process and technologies
• Leverage suppliers, partners, scale and best practices
• Be passionate and persistent
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