Use Data to Support the Complete Subscriber Lifecycle

Use  Data  to  Support  the  Complete  Subscriber  Lifecycle  November  19th  2014  

Steven  Noels  CTO,  NGDATA  

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Media  Industry  Shi;  Clear  Readership  Behavior  Change  

90% of  the  visitors  read  less  than  5  ar=cles  per  day  

Audience  behavior  varies  strongly  between  device  used  

Social  referrals  skip  the  homepage  

Editorial  classificaEons  do  not  match  up  with  market  segmentaEon  

NGDATA & iMinds Joint Research Findings 2014

Publishers  must  stand  out  –  and  deliver    

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Attract   Acquire    

Engage    

Retain    

Differentiate at Every Stage

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ACract  

Drive to acquisition • collect behavioral information • build anonymous visitor

profiles • determine acquisition drivers

and act on them

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Acquire  

• Personalize the on-boarding experience

• Integrate with first-party data •  Social IDs •  SSO integration

• Learn from your customer before you know him/her

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Engage  and  Increase  Value  

• Use real-time data to better engage your customers

• Be more aware of the individual needs, preferences and intents of customers

• Increase up- and cross-sell effectiveness

• More effective, context-aware customer service/support

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Retain  

• Identify highest value customers

• Proactive churn detection • Detect rotational churn • Act on inactivity

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Support  the  En=re  Customer  Lifecycle  Using  Prescrip=ve  Customer  DNA  

Preferences  

AffiniEes  

Context  

Behavior  

CUSTOMER DNA

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a  collecEon  of  1000s  of  predefined  metrics,  calculated  in  real  =me  and  organized  per  iden=fied  customer  

based  on  a  variety  of  interacEon-­‐  and  fact-­‐based  data  sources,  using  a  variety  of  predefined  calculaEon,  predicEon  and/or  retrieval  methods  

providing  ac=onable  data  for  markeEng  &  customer-­‐centric  applicaEons  

What  is  Customer  DNA?  

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Access  to  Customer  DNA  For  Marketers  and  Data  Scien9sts  Alike  

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Customer  DNA  Enables  You  To…  

Overcome  “Analysis  Paralysis”  

ProacEvely  Engage  with  Customers  

Cope  with  plethora  of  data  

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Become  Data  Driven  with  Customer  DNA  

Use any volume of real-time data to actively guide and optimize business processes based on continuously growing insights on customer behavior, intent and preferences.

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Lily  Enterprise  for  Customer  DNA  

Opera=onal  Systems  

External  Data  

Contract/Product  Data  

Customer  OperaEonal  Data  

Reference  Data  

Repor=ng  /  Analy=cs  

Enterprise  BI  and  reporEng  

Enterprise  AnalyEcs  ApplicaEons  

MarkeEng  and  Social    Data  

Lily  Enterprise  Customer  InteracEon  Data  

Campaign  Data  

ERP/CRM  Data  

Data  Warehouse  Data  

Service  Desk  

Customer  CRM  and  IVR  Systems  

Real  Time  IntegraEon  

Data  integra=on  

Batch  IntegraEon  

ETL    or  

Lily  API  based  

Lily  Connector    Based  

Web  and  Mobile  

Mobile  Apps  

Customer  Website  &    Social  

Channel  /  Campaigns  Mail  

SMS  

Print  

Broadcast  

MarkeEn

g  Campaign  Mgt  

Sales  Office  

Agent  /  Advisor  

Feedback  

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Applied  to  Subscrip=on-­‐based  Media  Companies  Customer  LifeEme  Value  (Inbound,  Outbound,  Risk)  

• AcquisiEon  • Customer  experience  improvement  

• Personalized  content  &  service  • Brand  &  loyalty  improvement  

• Cross  &  upsell  • Targeted  ads  • Customer-­‐centric  audience  dashboards  

Media  Companies  

Knowing  Your  Customer  Throughout  Their  Lifecycle  –  Cases  

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Customer  DNA  in  Media  Large  InternaEonal  Media  Group  –  De  Persgroep  

Single  Customer  View  –    Centralized,  real  Eme  updated,  and  very  detailed  single  customer  view,  driving  personalized  markeEng  and  customer  analyEcs.        

Result  

•  A  plaeorm  for  acEonable,  omni-­‐channel  customer  intelligence  from  Big  Data  

ObjecEves  

•  Collect  CRM/DWH  and  clickstream  data  •  Build  Customer  DNA  with  1000s  of  metrics  •  Support  operaEonal  &  analyEcal  reporEng  •  Integrate  with  Campaign  Management  for  offer  proposal  and  capture  feedback  

•  Learn  affiniEes  for  automaEc  profiling  

SoluEon  

“      NGDATA  is  cri9cal  in  the  way  we  capture,  analyze  and  generate  ac9onable  intelligence  from  Big  Data.  NGDATA  makes  it  easier  for  us  to  connect  with  our  customers  across  all  of  our  channels,  learn  from  their  behavior  and  create  personalized,  unique  offers  to  foster  loyalty.”

—Luc  Verbist,  CIO,  De  Persgroep  

PredicEon  model  with  92%  accuracy  of  churn.    

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1-­‐2-­‐1  Marke=ng  and  Micro  Campaigns  Quad-­‐play  Telco/Media  –  Telenet  (Liberty  Global)  

Individual  Product  and    Content  Preferences  –    MarkeEng  campaigns  with    higher  Frequency  (>  x10),    higher  Response  rate  (x4)  and  reduced  Budget  (<  ½)  

Result  

•  Improve  ROI  (conversion  raEo)  of  MarkeEng  Campaigns  by  targeEng  individual  customers  

ObjecEves  

•  Customer  DNA  with  focus  on  usage,  network,  context  based  interacEons  and  product  preferences  

•  Learned  preferences  to  feed  event-­‐based  markeEng  acEons  &  send  SMS  offer  to  sEmulate  subscripEon  renewal  

•  Personalized  video  

SoluEon  

“      With  the  interna9onal  exper9se  of  NGDATA,  our  CRM  department  now  exists  at  the  center  of  all  our  inbound  and  outbound  customer  interac9ons,  sharing  real,  ac9onable  business  intelligence  and  insights,  execu9ng  hundreds  of  targeted  campaigns  on  a  yearly  basis.”  

—Bert  Van  Driessche,  Director  of  CRM  and  Consumer  Intelligence,  Telenet  

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Op=mize  Sales  Targe=ng  for  Subscrip=ons  Large  Belgian  News  Publisher  –  Mediahuis  

Real  Time  Ac=onable  Customer  DNA  –    Allows  marketers  to  send  the  right  message  to  the  right  customer/prospect  at  the  right  Eme.  Model  lin  of  4.5.  

Result  

•  OpEmize  sales  targeEng  for  increased  subscripEons  of  new  customers  and  increased  span  of  exisEng  subscripEons  

ObjecEves  

•  Real  Eme  ingest  of  the  website  click  streams,  Messagent  interacEon  data  and  markeEng  database  

•  Build  a  acquisiEon  propensity  predicEve  model  using  on  Random  Forest  techniques.  

•  Acquire  operaEonal  efficiency  which  leads  to  a  daily  run  of  the  acquisiEon  model.    

•  SelecEon  of  the  prospect  and  customers  to  be  targeted  and  expose  individual  DNA  to  execuEon  

SoluEon  

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Attract  More  

Acquire  Faster  

Engage  Smarter  

Retain  Longer  &  Stronger  

Experience the Difference with Lily

for  Greater  Customer  Life=me  Value  

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stevenn@NGDATA.com