2. Teradata Confidential; created by Mark Swenson; slide 2
today’s required CRM components
scalable 1:1
traffic
control
moments of
interaction
governance
for CRM
3. Teradata Confidential; created by Mark Swenson; slide 3
TRM
channels
data sources
Sales
Online
Browsing
Online
Behaviour
Demo-
graphics
Model
Scores
Ab Cart
Offers
CSRs
DM
Email
Web
Not only transactions, but
also online browsing
behaviour.
Enables triggers when
customer is researching a
purchase, or linking to
social media.
Online & offline data suggest
customer needs an up-sell offer. TRM
optimises next-best offer from
customer-specific model scores.
Best offer is delivered via integrated
email engine. Response is captured to
advance the lead immediately for each
customer.
(not as part of pre-timed “wave”).
Customer blocked
from another
campaign based on
contact rules.
bi-directional flow of leads
to channels & response
capture from channels
continuous loading of data
from online & offline sources
central coordination of
customer contact
Leads triggered as new
sales data loaded.
marketing eco-system
Campaign effectiveness tracked thru
embedded analytics automatically
emailed to inbox & incorporated into
exec dashboard.
scalable 1:1scalable 1:1
4. Teradata Confidential; created by Mark Swenson; slide 4
event triggers, Teradata-style
• event: customer recharges pre-paid
account with more than fixed amount
• event: customers who mostly call friends
on other networks:
• Customers with >3 off-net calling friends for the
last 3 mos. AND
• Duration call >= 5 min AND
• Total MO/MT within the off-net numbers >
20x/mo. AND
• Have MOU of >3 frequently-called numbers off-
net more than 50% of Total MOU per month for
the past 3 months AND
• Monthly avg. total off-net MOU > 100 min AND
• Current month total off-net MOU > 100 min AND
• Customer has tenure >6 months AND
• Customer average monthly ARPU > segment
average for current & past mo.
Significance
Relevance Timing
other CRM tools Teradata events
5. Teradata Confidential; created by Mark Swenson; slide 6
contact smart
• achieving critical mass
• do more campaigns with
fewer resources
• orchestrated, automated
contact strategy
detect leads for 30M
customers nightly
create 900 segments
per day
400 campaigns / year checks for 300 events
3 times per day
Current Communication
PreviousCommunication
(History)
Risk Info Sales Event
Based
Risk 0 0 180 45
Information 0 0 0 0
Sales 0 0 110 45
Event Based 0 0 60 25
Risk Info Sales Event
Based
Risk 0 0 180 45
Information 0 0 0 0
Sales 0 0 110 45
Event Based 0 0 60 25
traffic control
6. Teradata Confidential; created by Mark Swenson; slide 7
contact optimisation across channels
browse item online
starts cart; abandons
email: 30% offer
tries on in store
mailer with 20% off
Foursquare check-in
mobile: 25% coupon
online offline mobile phone
Fri 17:00
Sat 9:00
Sat 11:00
Sat 11:15
Sat 9:10
Groupon $25 offerSat 8:50
contact optimisation
a contact optimisation engine could have automatically filtered
these contacts by type, strategy & recency of other contacts,
across channels, allowing only the best one(s) to go out
7. Teradata Confidential; created by Mark Swenson; slide 8
leveraging inbound contacts
moments of
interaction
“I have an offer …”
offer
Outbound: Days
“I have an offer …”
offer
Outbound: Days “Let me find the best
segment for this offer.”
“Let’s give the best
offer for this person.”
offer
offer
offer
offer
“I have a person…”
Inbound: Milliseconds “Let’s give the best
offer for this person.”
offer
offer
offer
offer
offer
offer
offer
offer
“I have a person…”
Inbound: Milliseconds
“I have a person…”
Inbound: Milliseconds
Leave “next-best-offer”
for the other guys.
TRM delivers the “best-
offer”.
8. Teradata Confidential; created by Mark Swenson; slide 9
real-time inbound offers
• initially tested 4 offers in IVR
• started generating results immediately
• generated incremental US$275.000 in first weekend
• today real-time inbound offers: ATM, web, call centre
offers on ATM:
9. Teradata Confidential; created by Mark Swenson; slide 10
governance for CRM
governance for
CRM
governance MRM
visibility strategic planning
management
overview
dashboard
project status workflow & approvals
workbench
effectiveness reporting
asset management digital asset
management
1997 sales: $750M
2009 sales: $15B
10. Teradata Confidential; created by Mark Swenson; slide 11
secrets of the best CRM systems
scalable 1:1
traffic
control
data
utilisation
beyond
Marketing
moments of
interaction
governance
for CRM
social-ready diagnostics
data automation
customer
control
effectiveness
CRM
foundational
differentiation
11. Teradata Confidential; created by Mark Swenson; slide 12
why not use all the data you own?
you own these data:
customer address
customer sales
customer frequency
customer recency
products/services owned/used
predictive modelling scores
demographics
contact preferences
online browse sessions
products viewed
abandoned carts
product reviews
comments posted
clicked thru to social media
data utilisation
why aren’t these
data being used?
73% of companies
have web analytics
software;
60% are shifting
budget from offline
channels to online
channels
– Forrester
12. Teradata Confidential; created by Mark Swenson; slide 13
extend CRM to build productivity
• how many marketers use CRM
software in marketing?
• how many users use CRM
software outside marketing?
beyond
Marketing
450 vendors use TRM to
set up self-service
campaigns
125 vendors use TRM
to analyse & select
their customers
store personnel log on to
TRM to send thank-you
notes to customers
400 collateral per
campaign auto-
populated from
source
thousands of store
owners use TRM to
set up local
campaigns
13. Teradata Confidential; created by Mark Swenson; slide 14
social-ready
• 80% access social media sites throughout the day
• 60% use social media to reach family/friends whilst
on the road instead of email & phone
• 39% can't live without social media
• 33% log on multiple times an hour
how to start
1. Listen to conversations
2. Identify & engage influencers
3. Publish digital assets (apps, UGC, links, etc.)
4. Empower influencers to advocate your brand
5. Measure effectiveness
social-ready
3,000 tweets mention a brand
or product every minute
14. Teradata Confidential; created by Mark Swenson; slide 15
social media methods
Launch campaigns into social media
Reach and identify your biggest
brand influencers in social channels
Analyze and track performance to
understand the impact of social media
on your business’s bottom-line
• Listen to conversations
• Identify & engage influencers
• Publish digital assets
• Empower influencers to advocate your brand
• Measure effectiveness
15. Teradata Confidential; created by Mark Swenson; slide 16
American Eagle Outfitters
product
reviews
Facebook
“like” tag
share on
social media
or by email
collaborative
filtering
current stock
in local store
wish list
16. Teradata Confidential; created by Mark Swenson; slide 17
diagnostics
• go beyond sales reports
• health check: reporting about CRM platform
diagnostics
campaigns
performance
(response rates,
sales, etc.)
which jobs are
currently running in
TRM
what-if reporting &
simulation
reports about TRM
objects: how often an
object is used, # of
campaigns in system,
etc.
performance operational
simulation organisational
business technical
17. Teradata Confidential; created by Mark Swenson; slide 18
TRM: today’s direct & digital marketing
TRM
Contact
Optimizer
IWI
Self-Service
Marketing
Interaction
Advisor
MRM
social-ready TMI
data automation
customer
control
effectiveness
CRM
foundational
differentiation
