d1s4 - Michael Hawkins Sas Institute

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Copyr ight 2012, SAS Ins t i tu te Inc . A l l r i ghts reserved.

THE CUSTOMER CENTRIC DIGITAL

MARKETERDATA DRIVEN STRATEGIES AND BEST PRACTICE

Michael Hawkins

SAS MalaysiaCustomer Intelligence Lead

Reference Copy


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MIKE HAWKINS

SAS CUSTOMER INTELLIGENCE

Guinness dunnhumbyMalaysia

SAS

CustomIntelligen

Kantar

UK and KL

Engage

consultants

1995 1998 2008 2012


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ANALYTICS

USING PAST BEHAVIOR TO PREDICT

FUTURE

Reporting pr


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INTRODUCING SAS

CUSTOMER INTELLIGENCE

DRIVING PROFITABLE

GROWTH

For the first time, a complete Cus

Intelligence Platform embedded w

worlds best Analytics.


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What happened?

How many, how often, where?

Where exactly is the problem?What actions are needed?

Why is this happening?

What if these trends continue?

What will happen next?

Whats the best that can happen?


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CUSTOMER ENGAGEMENT IS

GETTING COMPLEX

Products

Channels &BusinessFunctions

Offers,Services &Pricing

Customers &Prospects

Web Email Mail Print Branch PhoneMobile Social AdvisorATM TV Radio FinaService


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ONE CUSTOMER VIEW?

Loyalty Card

Da

WareCall Center

Mr Michael

33 Jalan 16

Brian Michael Hawkins (ID=334)

Level 6 Plaza Sentral, Stesen Sentral

[email protected]

Consolidation?

Mike Hawk

C-3-3a Kiaramas

Phone: 01

Mr Michael Brian Hawkins

33 Jalan 16/9, PJ, Selangor

[email protected]: +60 12 91222464

POS_ID=977, LC_ID=334, DW_ID=99, CC_ID=55

Michael B Hawkins (ID=55)

[email protected]

Phone: +60 129122464
mailto:[email protected]:[email protected]


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VOLUME

VARIETYVELOCITY

VALUE

TODAY THE FUTURE

DATA

SIZE

BIG DATA = TOO MUCH DATA


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ANALYTICS

USING PAST BEHAVIOR TO PREDICT THE FUTURE. VIS


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Copyright 2012, SAS Institute Inc. All rights reserved.

intimate (and relevant)1

interactive (and receptiv2

How to deliver competitive advantage withcustomers.

3 organised (and agile)


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futu

online & social

Who

They Are

What

They Buy

How

They Use

It

How They

Interact

What

They Say

Who

They

Influence

Their

Loyalty

Their

Value

Their

Potential

360

Customer

Insight

O

behavioural

socio-demographic

be intimatebuild a new view of customer dna


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Not all customers are equalThe Pareto principle applies


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Timely

Triggered Offer

be interactiveListen and respond

IntrusiveOutbound Campaign

Convenient

Real-Time Offer

&


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Campaign Management Real-Time Decisions

Let me find a group of

people to tell about it.

I have an offer ...

Offer

Allocatecustomers to campaigns

Selection

Let me fi

to fit this p

I have aperson that

suggests a need

O

Next Best Action

Give the customerthe right answer/off

Decision

Be interactive.. & Automated

b i d i iti d & A il


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Budgets

be organized, prioritized & Agilemanage your processes and optimize your options

Maximize: Profitability, Agility,

Productivity, Control

Minimize: Cost, Risk

AlRe

Monitoring

Effectiveness

Improving

PerformanceManaging

Processes

DefiningStrategy

Op

S

Creating

Plans

TAKING OPTIMIZATION AND AUTOMATION TO THE EXTREME


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TAKING OPTIMIZATION AND AUTOMATION TO THE EXTREME..

6 million customers

420 communications

15 aggregate constraints

20 max contact policies 5 blocking contact policy

= max 18 bn. combinations

05:25:46 00:02:5SAS Marketing Optimization SAS High Performance M

Optimization


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S S G G G


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Risk Customer Se

Corporate Affairs

MerchandisingFinance

OpOnline

MobileIn Person Call Center

Direct MailSocial

Consistent Customer Experience

SAS INTEGRATED MARKETING MANAGEMENT

OSAP TeezerSiebel Teradata Omniture

Orchestration / Optimization

Marketing

Mass Media and

Direct Campaigns

Data

Quality

Data

Integration

Data

ModelMetadat

Descriptive

Customer

Analytics

Predictive

Customer

Analytics

Customer

Experience &

Events

Customer Risk

/ Credit

Soc

Net

Ana

Customer

Profitability &

LTV

Offers /

Conversations

Real-Time

Decisions

Channel

Synchronisation

Interactio

Handlin

Operations ManagementDecisions

Insight

Data Management

Performance Management


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Persona

on profil

rules & a

SAS for Finance Customer Experience Scenar

Interaction wk1 Targeted Offer Revisit - Login ID

LoginPersonalized Offer

Pers

EmailSMS

Real-time data capture

of customer behavior.

Targeted offer calc. based

on Rules & analytics.Anonymous customer is

linked to customer profile.

Custo

behavPersonalised offer is calculated.

Best offer is extended based

upon arbitration

Customer accepted offer

and confirmation email is

send

Reminder SMS is send 1

day before appointment

BEST-PRACTICE ROADMAP


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2

In-bound in Real-time

1

Automated CampaignManagement

3

Implementation of

Marketing Optimization

4Marketin

Planning

of all Ma

Maturity of Marketing Capabilities`

ROI/Value/Competitiv

e

Advantage

Social Me


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BANKING


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PUBLIC SAFETY


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In Memory Approachable analytics

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d1s4 - Michael Hawkins Sas Institute