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2 Copyright 2015 NGDATA®, Inc. ConfidenEal – DistribuEon prohibited without permission
Customers are in the Driver’s Seat Today, gaining and keeping a customer is about the relaEonship. The consumer chooses to interact with brands that take the Eme to meet and exceed his individual needs and expectaEons.
3 Copyright 2015 NGDATA®, Inc. ConfidenEal – DistribuEon prohibited without permission
Give Customers What They Expect…
▪ Exceptional customer experiences
▪ Relevant offers and consistent messaging
▪ High quality customer service
▪ Personalized omni-channel experiences
▪ Anticipate and exceed needs − Google, Facebook etc.
Personal
Fast
IntuiEve
Integrated
Everywhere
Relevant
Wow them, or become irrelevant!
4 Copyright 2015 NGDATA®, Inc. ConfidenEal – DistribuEon prohibited without permission
Be Relevant – Key to Profitable Customer Rela/onships
OFFER THE RIGHT
PERSON THE RIGHT
TIME THE RIGHT
CHANNEL THE RIGHT
IMPROVED FREQUENCY
IMPROVED SEPARATION
5 Copyright 2015 NGDATA®, Inc. ConfidenEal – DistribuEon prohibited without permission
BeIer for Both the Business and the Customer
Efficiency & CollaboraEon
Longer and more valuable relaEonships
Greater revenues
Relevancy & Context
Value
Customer Impact
Happy to be doing business with such a smart vendor
6 Copyright 2015 NGDATA®, Inc. ConfidenEal – DistribuEon prohibited without permission
Not about the Status Quo: Insight
Gave up on Customer 360 a[er large investments in
Datawarehouses
Use hindsight in BI/AnalyEcs soluEons building complex
diagnosEc models for customer segmentaEon
Hire an army of data scienEst to use big data and visualizaEon tools to
discover insights
Rely on Rule Engines to apply segmentaEon for recommendaEons and
targeEng
Most Many Several Few
“Digital experience delivery vendors have generally fallen short in their use of predic6ve analy6cs to contextualize digital customer experiences. Many of these vendors offer simple, rules-‐based recommenda6ons, segmenta6on, and targe6ng that are usually limited to a single customer touchpoint.” Rowan Curran, March 2015, Forrester Research
7 Copyright 2015 NGDATA®, Inc. ConfidenEal – DistribuEon prohibited without permission
Its About Delivering BeIer Customer Experiences
Who is going to call… and for what?
Who is going to
buy... what?
Who is going to
churn… and when?
How do I add value… for whom, when and through what channel?
Who will buy product X… today?
What omni channel
experience does Customer
A want?
Whom should I contact,
through which channel and with which
offer?
Companies need to find the answers to these valuable quesEons:
8 Copyright 2015 NGDATA®, Inc. ConfidenEal – DistribuEon prohibited without permission
Use Data to Deliver More Relevant Customer Experiences
And, build longer lasEng, valuable relaEonships
DATA AVAILABILITY
DATA ACTIONABILITY
DATA ACCESSIBILITY
9 Copyright 2015 NGDATA®, Inc. ConfidenEal – DistribuEon prohibited without permission
Data Accessibility
Gathered and combined from many silos
All types of data, from internal and external sources, both structured and unstructured, in one place
Ongoing feeds for conEnued enhancements
10 Copyright 2015 NGDATA®, Inc. ConfidenEal – DistribuEon prohibited without permission
Data Ac/onability
ConEnuous calculaEon of acEons and reacEons
Real-‐/me is important for context awareness
Trend more important than value
11 Copyright 2015 NGDATA®, Inc. ConfidenEal – DistribuEon prohibited without permission
Data Availability
CUSTOMER LIFETIME ATTRITION ACTIVATION
MARG
IN
PERSONAL ADVISE
CUSTOMER SUPPORT
UP SELLING PERSONAL ADS PARTNER
PROGRAMS RISK
PROGRAMS
CHURN REDUCTION
360 view for advisor Content
recommendaEon
Micro campaigns Anonymous
Call predicEons Script
recommendaEons
Online offers 121 Campaign
Personalized ads Personalized
Social
Support partners apps
Merchant offers
AhriEon programs IdenEfy Fraud
ACQUISITION
12 Copyright 2015 NGDATA®, Inc. ConfidenEal – DistribuEon prohibited without permission
Data Governance
Improve traceability and accountability
Centralize efforts for all departments
Create mulE-‐department agreement over key customer metrics
13 Copyright 2015 NGDATA®, Inc. ConfidenEal – DistribuEon prohibited without permission
Customer DNA – Deep Dive
What is it? How can we
benefit from it?
14 Copyright 2015 NGDATA®, Inc. ConfidenEal – DistribuEon prohibited without permission
Different Types of Customer DNA Metrics
CONTRIBUTED OBSERVED
CALCULATED PREDICTED
DWH
CRM PAYMENTS
SOCIAL
ONLINE
MOBILE
CUSTOM MODELS
MACHINE LEARNING
15 Copyright 2015 NGDATA®, Inc. ConfidenEal – DistribuEon prohibited without permission
Lily Customer DNA in Ac/on
Lily Demo
16 Copyright 2015 NGDATA®, Inc. ConfidenEal – DistribuEon prohibited without permission
Lily Enterprise – For BeIer Customer Experiences
DNA metrics can be sophisEcated models, coming from SAS, R, SPPS of other staEscal soluEons.
From Data to DNA – 1000s of metrics determine individual customer DNA
Trending – Keep track of historical values and trends of all DNA metrics in the system
Manage Big Data -‐ Breaking down data silos to gain insights on all customer interacEons in one place
From Manual Work Step by Step to Continuous Automation and Atomic Level Data
Alerts in real-‐Eme on all metrics to drive customer interacEon. Sets on DNA metrics to drive campaigns.
17 Copyright 2015 NGDATA®, Inc. ConfidenEal – DistribuEon prohibited without permission
Customer DNA is Flexible & Extensible
Lily Common Customer DNA
data sources
Custom metrics e.g. analy6cal view
Lily Data Model Other Customer Non-‐DNA enEEes InteracEon
customers, products, subscripEons, contracts, transacEons, interacEons, market & social data
Industry DNA Extensions
variable calculaEon engine
map / load / transform: interacEons with context & customer source records
Model Based DNA
18 Copyright 2015 NGDATA®, Inc. ConfidenEal – DistribuEon prohibited without permission
Adding Value to the Enterprise Architecture
Data/Models
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
Customer InteracEon Data
Campaign Data
ERP/CRM Data
Data Warehouse Data
Service Desk
Customer CRM and IVR Systems
Web and Mobile
Mobile Apps
Customer Website
Channel / Campaigns Mail
SMS
Broadcast
MarkeEn
g Campaign Mgt
Sales Office
Agent / Advisor
Structured
Unstructured
Online
Feed
back
External
Social Partner Apps
Partners Apps
Social Media
Structured
Unstructured
Inpu
t
Improving exis6ng BI landscape
19 Copyright 2015 NGDATA®, Inc. ConfidenEal – DistribuEon prohibited without permission
Applying Customer DNA to Marke/ng Cases
Inbound Outbound
more relevant & precise target lists
Mass MarkeEng
Individual individual-‐level data-‐driven approach, alerts, using channel preferences, past purchase history
personalizaEon Online
Service Desk
anEcipaEon, guided conversaEon
20 Copyright 2015 NGDATA®, Inc. ConfidenEal – DistribuEon prohibited without permission
Why the Big Difference?
“ Simple models and a lot of data trump more elaborate models based on less data”
Peter Norvig,
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0 50 40 30 20 10 5 2 1
Mass Individual
Lily: performance plot reaching > 60%
Current soluEons (e.g. DW/BI)
Aver
age
Targ
etin
g P
reci
sion
Data from a large banking organization using Lily
Segmentation
Trends are more important than Values
OFFER THE RIGHT
PERSON THE RIGHT
TIME THE RIGHT
CHANNEL THE RIGHT
Targeting Precision Increased x10 Spot the right moment for each individual customer
21 Copyright 2015 NGDATA®, Inc. ConfidenEal – DistribuEon prohibited without permission
INSIGHTS IMPACT
Improve Your Marke/ng ROI x10
VS
“People belonging to Segment A are likely to buy product X”
“Lily selects top 100 people that are likely to buy product X NOW”
50% 650%
22 Copyright 2015 NGDATA®, Inc. ConfidenEal – DistribuEon prohibited without permission
Customer DNA: A Fundamental Break from the Past
Tradi7onal Approaches Lily Opera7onalizes Analy7cs
Real Time ConEnuous
Long Data IntegraEon
Slow Update cycles
Limited Data Volumes
Incomplete customer picture
Manual Work, Limited audience
Expensive
Specialized Staffing
SegmentaEon, Low precision
Atomic Level Complete View
Automated Learning
Omni Channel Impact
One SoluEon MulE Use
23 Copyright 2015 NGDATA®, Inc. ConfidenEal – DistribuEon prohibited without permission
Are you ready to use Customer DNA to gain and keep your customers? Learn more about how Lily Enterprise can help your company. Schedule an appointment with an NGDATA representaEve to get a personalized walkthrough.
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