C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .

CUSTOMER EXPERIENCE ANALYTICS

ANALYTICS-DRIVEN DECISIONS FOR MODERN MARKETER

C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .

CUSTOMER

ANALYTICS MAIN OBJECTIVE

Targeted Marketing /

Customer Acquisition Customer Segmentation

Cross-sell/Up-sell

Market Basket Analysis

Retention / Attrition

C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .

CUSTOMER

ANALYTICS ANALYTIC SEGMENTATION & CAMPAIGN TARGETING

Customer Group C

Low value, low income Customer Group A

High value, high income, no

dependents

Customer Group B

Average income,

short customer lifetime

Business Question:

What if we could identify

online consumer behavior trends

that increased the probability of a

business conversion/transaction

rates? (using a exploratory

predictive model rather than

subjective business rules)

Could we create a data-driven

campaign list for marketing to

execute on?

C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .

C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .

What to measure?

Interest Indicator

Category Data Elements

If They Viewed A Webpage

Related To A Product, Then

We Assume There Is

Interest In That Specific

Content

Visitor Engagement

Index/Points

Online Visitor’s Depth of

Engagement During

Website Visit.

Engagement Is Defined

As # of Pages Viewed,

and Active Time Spent On

Site – Higher Scores

Indicate More

Engagement

Visit Flag Measure Data

Elements

Online Visitor’s Originating

Traffic Source Prior To

Landing At Website

Target Indicator

Website conversion

1 = Convert

0 = Non-convert

C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .

CUSTOMER

EXPERIENCE

ANALYTICS

TARGETED MARKETING METHODOLOGY: PREDICTIVE

ANALYTICS

Non-Convert

Convert

TARGET

Interest Indicator Category

Data Elements

Visitor Engagement

Index/Points

Visit Flag Measure Data

Elements

TO PREDICT

C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .

CUSTOMER

ANALYTICS ASSIGNING TARGET VARIABLE

10% Website Conversions

90% Website Non-Conversions

C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .

CUSTOMER

ANALYTICS

ASSIGNING PREDICTORS: WHAT UNIQUE DIGITAL CONSUMER

BEHAVIORS PREDICT BUSINESS CONVERSIONS? (PART 1)

Select All Six

Interest_Ind

Category Data

Elements &

Assign As

Predictors

Predictors

Represent

Online

Visitor’s

Contextual

Interest In

Different

Products

If They

Viewed A

Webpage

Related To A

Product,

Then We

Assume

There Is

Interest In

That Specific

Content

C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .

CUSTOMER

ANALYTICS

ASSIGN MORE PREDICTORS: DO CERTAIN DIGITAL CHANNELS RECRUIT

MORE VALUABLE PROSPECTIVE TRAFFIC TO OUR WEBSITE? (PART 2)

Select All Seven

Visit_Flag

Measure Data

Elements &

Assign As

Predictors

Newly

Added

Predictors

Represent

Online

Visitor’s

Originating

Traffic

Source Prior

To Landing

At Website

C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .

CUSTOMER

ANALYTICS

ASSIGN ONE MORE PREDICTOR: DOES A VISITOR’S LEVEL OF WEBSITE

ENGAGEMENT MAKE AN INTERACTIVE DIFFERENCE? (PART 3)

Select “Visitor_Engagement_Pts”

Newly Added

Predictor

Represents

Online

Visitor’s Depth

of

Engagement

During

Website Visit

Significant &

Non-Significant Predictors

Automatically Identified

C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .

CUSTOMER

ANALYTICS

ANALYTIC SEGMENT DISCOVERY #1:

ENGAGEMENT (HIGH) & ORGANIC SEARCH (Y)

If a Visitor Showcases High

Website Engagement,

Probability To Convert

Increases from 10% to 35%

If a Visitor Showcases High

Website Engagement & They

Arrived Via Organic Search,

Probability To Convert

Increases from 35% to 73%

Analytic Segment Size = ~ 2,500

C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .

Target ~50,000

Convert Rate 10%

Visitor Engagement (Low)

Convert Rate 5% Visitor Engagement (High)

Resp Rate 35%

CI Product Interest (N)

Convert Rate 0%

Blog Visit Flag (N)

Convert Rate 18%

CI Product Interest (Y)

Convert Rate 25% Organic Search (N)

Convert Rate19%

Organic Search (Y)

Convert Rate 70%

Other Customer Segment

Blog Visit Flag (Y)

Convert Rate 55%

CI Product Interest (N)

Convert Rate 5% CI Product Interest (Y)

Convert Rate 45%

HP Product Interest (N)

Convert Rate 60%

HP Product Interest (Y)

Convert Rate 13%

BA Product Interest (N)

Convert Rate 49%

BA Product Interest (Y)

Convert Rate 19%

HP Product Interest (Y)

Convert Rate 43%

HP Product Interest (N)

Convert Rate 56%

Target ~50,000

Convert Rate 10%

Visitor Engagement (High)

Resp Rate 35%

Organic Search (Y)

Convert Rate 70%

Visitor Engagement (High)

Resp Rate 35%

Organic Search (Y)

Convert Rate 70%

Visitor Engagement (Low)

Convert Rate 5%

CI Product Interest (Y)

Convert Rate 25%

Blog Visit Flag (Y)

Convert Rate 55%

HP Product Interest (N)

Convert Rate 60%

Organic Search (N)

Convert Rate19%

CI Product Interest (Y)

Convert Rate 45%

BA Product Interest (N)

Convert Rate 49%

HP Product Interest (Y)

Convert Rate 43%

Visitor Engagement (High)

Resp Rate 35%

Visitor Engagement (Low)

Convert Rate 5%

CI Product Interest (Y)

Convert Rate 25%

Blog Visit Flag (Y)

Convert Rate 55%

HP Product Interest (N)

Convert Rate 60%

HP Product Interest (N)

Convert Rate 56% HP Product Interest (Y)

Convert Rate 43%

HP Product Interest (N)

Convert Rate 56%

Organic Search (N)

Convert Rate19%

CI Product Interest (Y)

Convert Rate 45%

BA Product Interest (N)

Convert Rate 49%

Visitor Engagement (High)

Resp Rate 35%

Target ~50,000

Convert Rate 10%

C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .

Customer Segment #4

High Website Engagement

Organic Search Traffic Source

CI Product Interest (Y)

Business Analytics Interest

High Performance Analytics

Interest (Y)

Probability To Convert: 43%

Analytic Segment Size: ~ 900

Customer Segment #2:

Low Website Engagement

CI Product Interest (Y)

Blog Traffic Source (Y)

High Performance Analytics

Interest (N)

Probability To Convert: 60%

Analytic Segment Size: ~ 1,300

Customer Segment #3

High Website Engagement + Organic Search Traffic Source (N) +

CI Product Interest (Y) + Business Analytics Interest (N) + High

Performance Analytics Interest (N)

Probability To Convert: 56% Analytic Segment Size: ~ 850

Other Customer Segment

C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .

CUSTOMER

ANALYTICS

ANALYTIC SEGMENT SELECTION

NEXT STEP: GENERATE MARKETING LIST

C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .

CUSTOMER

ANALYTICS COUNCLUSIONS

• In just a few steps, we:

1. Analytically defined an attractive segment to target

2. Exported that segment into a marketing list that can be used for outbound or

inbound marketing

• Remarketing, email, display, etc.

• Decision trees and analytical marketing is unique!

C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed . www.SAS.com

TERIMA KASIH

C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .

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