Integrated Marketing Analytics & Data-Driven Intelligence
• Bruce Swann• Manager, CI / Integrated Marketing, SAS
• Scott Briggs • Principal Solutions Architect, Customer Intelligence, SAS
• Suneel Grover • Sr. Solutions Architect, Integrated Marketing Analytics, SAS• Adjunct Professor, The George Washington University (GWU)
Module 2: Omni Channel Orchestration & Interaction
AgendaI. Operationalize digital data capture and integrationII. Data-driven, multichannel outbound marketingIII. Real-time inbound marketing and dynamic analyticsIV. Creating adaptive customer experiences
Video (Time: 0:00 – 0:51)
http://youtu.be/Y7hekVg4OwU
Think Big…
Customer Journey
RESEARCH
ARRIVE AIRPORT CHECK-IN BAG DROP WAITING TO BOARD
BOARDIN
G
IN FLIGHTARRIVALCOLLECT BAGGAGE
DEPART AIRPORT
PURCHASE
THE CAPTIVE CUSTOMER
The Marketers Mandate
Responsibilities
The Marketing Campaign Where are
Customer Engaging?
Integrated, multi-channel inbound/outbound conversations in real-time
Expectation
Unearth and dynamically manage insights to drive action
Expectation
Deliver relevant and engaging customer experience, across all interactions…every time.
Expectation
Identify where customers are engaging…what marketing tactics are working and driving revenue
Expectation
TheCustomer
Experience
Analytics
Today’s Landscape
EMPOWERED CONSUMERS:Proliferation of Digital Channels
EXPLOSION OF DATA:Big Data vs. Right Data
EVOLVING CMO ROLE:Dual Mindset
analytical creative
Valued Customer
Meet Jack…
Valued Guest • 44 Years Old• Wife, 2 Kids• Has a MAC, iPad
and PC• Loyalty Club for
6 months• Avg. 1.5 Stays a
Month• Often does
research on website
• Visits Site Once a Month
• Active in Social Media (influencer)
• Active in online forums
The Reality…
Marketing
Customer Journey
Guest Lifecycle
Identify Create Interest Create Desire Win-Back
RetainEngage
Build Lo
yalty Interact
Marketing No Longer Dictates the Path to Purchase…
…Being Relevant and Engaging is key!
Challenge = Opportunity
• Big Data• Silos• Empowered Customer(s)• Channel Proliferation
The Marketers Mission
• Removal and consolidation of customer data silos• Bringing together offline and online data sources• Doing more marketing with less money• Enabling marketing and communications to do more with data • Less reliance on IT department to perform data extracts• Marketing complexity expanding faster than budget
Copyr igh t © 2012, SAS Ins t i tute Inc . A l l r i gh ts r es erved.
Example Guest Path
Cus
tom
er V
alue
Time
Interest Engage Monitor & RetainGrow and Delight!
Integrated Marketing Analytics
#1. DATA INTEGRATION
#3.OMNI CHANNEL
MARKETING
#4. MEASURE/ATTRIBUTE
#2.INTEGRATED ANALYTICS
Consolidate Information
#1. DATA INTEGRATION
#3.OMNI CHANNEL
MARKETING
#4. MEASURE/ATTRIBUTE
#2.INTEGRATED ANALYTICS
Drive Value of Data
#1. DATA INTEGRATION
#3.OMNI CHANNEL
MARKETING
#4. MEASURE/ATTRIBUTE
#2.INTEGRATED ANALYTICS
Orchestrate Next Best Action
#1. DATA INTEGRATION
#3.OMNI CHANNEL
MARKETING
#4. MEASURE/ATTRIBUTE
#2.INTEGRATED ANALYTICS
Measure and Improve
#1. DATA INTEGRATION
#3.OMNI CHANNEL
MARKETING
#4. MEASURE/ATTRIBUTE
#2.INTEGRATED ANALYTICS
The Messaging Mandate
Relevant and Engaging Every time!
Customer-Focused Messaging
Cross-channelIncorporate AnalyticsUnified View
Data Management
#1. DATA INTEGRATION
#3.OMNI CHANNEL
MARKETING
#4. MEASURE/ATTRIBUTE
#2.INTEGRATED ANALYTICS
Create a Complete View of the Customer:
• Record Customer Contact History
• Incorporate Cross-Channel Usage
• Add Cross Product Behavior
Include a Complete View of the Business:
• Add Key Business Unit Activity
• Layer in Relevant Market Data
#1. DATA INTEGRATION
#3.OMNI CHANNEL
MARKETING
#4. MEASURE/ATTRIBUTE
#2.INTEGRATED ANALYTICS
Solution Silos
Web
Mobile
Social
DIGITAL DATAIS THERE UNTAPPED OPPORTUNITY?
Video (Time: 0:00 – 1:22)
http://youtu.be/N5WurXNec7E
The Challenge Brands Are Addressing“The capture, management, and analysis of data to provide a
holistic view of the digital customer experience that drives the measurement, optimization, and execution of marketing tactics
and business strategies.”
Progressing Towards Digital Intelligence…
How Did We Get Here?
BIG Data
Ability To Collect, Integrate, & Prepare Digital & Offline Data
With Business Context
Challenges? We Think Not…
Opportunity #1
Ability To Collect & Immediately Access
Granular Data[Addressing Latency & Tag Management]
Opportunity #2
Pre-Processing Data For Marketing
& Analytics[Adding Business
Context]
Opportunity #3
Leveraging Advanced Analytics & Marketing Automation
[Relevance & Personalization]
Where We Want To Get To…
Digital Analytic Data Mart
Digital Visitor
Dynamic Data
Collection
Data Transformation
Visual Analytics & Reporting
Predictive Marketing Analytics
Outbound MarketingInbound Marketing
Personalization
“Other” Data
DIGITAL DATAIS THERE A BETTER WAY TO COLLECT IT?
Traditional Web Analytic Tagging
1. Involves IT skills2. Requires getting
involved with your CMS/Website rollout
3. Adds weight to the page
4. Business meaning is applied at capture
5. You need to know what you want upfront
6. Missed tag, missed data
Digital Data Collection at the browser level by adding one insert, that never changes, to each page of your site, mobile app, or social media brand page:
<SCRIPT language="JavaScript"type="text/javascript“src=“…………….."></SCRIPT>
Dynamic content recognition Automatic collection of ALL activity (Subscriber or Anonymous) Highly accurate granular data - timed to the millisecond Choose to collect the level of detail to meet your PII Policy
GLOBAL TAGGING
DATA COLLECTION DEMONSTRATION
Demo:Browser
Demo:Events
DIGITAL DATATRANSFORMATION INTO BUSINESS-READY
INFORMATION
DEALING WITH DIGITAL DATA COMPLEXITY
Automated Data PreparationData Integration
Data QualityData Governance
CUSTOMER LEVEL BUSINESS CONTEXT
Customer (name, email, account id, etc.)
Visitor (Online ID) Visitor (Online ID)
Session 1 Session 2 Session 3Session 2Session 1 Session 3 Session 4 Session 5
THE DECISION YOU MAKE AS AN ORGANIZATION
Digital Analytic Data Mart
Digital Visitor
Dynamic Data
Collection
Data Transformation
“Other” Data
If you succeed, you land here…and that opens the door to:
Data Management
Silos
Structure & Unstructured
Big Data
Who knows how to
leverage?
• Last open date• Forward to a friend
• Visit recency• Abandoned cart
• SMS response• Poll response
• Network membership• Number of friends
Data Hub
1 2 3Source Data Merge/Purge/Cleanse Make accessible/actionable
Consumer Data
Ann and Jack Smith
280 King St., Denver, CO
[email protected] CutID = 99-1234567
P&O_ID=977, CMR_ID=334, DW_ID=99, CC_ID=55
CRM CMS
DataWarehouseCall Center
Data Hub
Ann Smith (ID=55)
280 King St., Denver, CO (406) 363 4424
Jack T. Smith (PatronID=99)
Denver, CO
Jack Thomas Smith (ID=334)
280 King St., Denver, CO 80236
Jack Smith(ID=99)
Denver, CO
PatronID = 99-1234567
Ann Smith (CookieID=99xyz123)
Web
Online/Offline Profile
Anon
Time
E-MailBehavior Account
Attract visitor
Track across sessions
Browsing Behavior
Clustering
Product linking (nearness)
Customer Insight
Cus
tom
er V
alue
Browse
Segmentation
More effective targeting
Frequency of visits
Engagement Level
Shopping Behavior
Customer Behavior
Customer Value (RFM)
Predictive Insight (Churn/Opportunity)
Lifecycle and Lifestyle
Customer as partner/promoter
76013
Cookie Sessions Online Segment User IDGeo
1 2 . . . n Browser owencox01
Visitor Profile
Young Prof [email protected]
EmailProductAffinity
Sale Gadgets
Value
Hi/Promo
Better Informed Decisions
Aligns marketing strategy with how online consumer behave• Ex. Stop sending a winback email to a customer who was just onsite
Reveals behaviors across online media to discover new marketing opportunities• Ex. Expand marketing reach by tapping into customers with large social
influence
Enables more efficient marketing processes by leveraging technology to execute messaging• Ex. Use triggered messaging functionality to reduce dependency on
human resources
Starting Point
Start with a simple, phased approach:• Digital • Email• Mobile CRM• Social Media
Use marketing initiatives to encourage “identifiable” customer integration events• Integrate Social/Mobile/Web• Onsite registration/Opt-in• Email click• Online purchase• Product review
Integrated Analytics
#1. DATA INTEGRATION
#3.OMNI CHANNEL
MARKETING
#4. MEASURE/ATTRIBUTE
#2.INTEGRATED ANALYTICS
Create Insight
• Define Business Value Drivers
• Profile and Model Customers
• Calculate Customer Profitability
• Forecast Customer Behavior and Potential
Visualize and Act on Insights
• Segment Customers and Markets
• Isolate Trends and Opportunities
• Layer in Relevant Market Data
#1. DATA INTEGRATION
#3.OMNI CHANNEL
MARKETING
#4. MEASURE/ATTRIBUTE
#2.INTEGRATED ANALYTICS
Operationalizing Analytics
Time
Introduction
Growth
Maturity
FaderSignificant
Opportunity
Patro
n Va
lue
Inform Persuade Remind Retain
Operationalizing AnalyticsThe Life Cycle
Acquisition Development Retention Churn/ Win-back
Net
Mar
gin
Acquisition Development Retention Churn/ Win-back
Net
Mar
gin
Decisions points during Acquisition:
• Customer looking at website, exploring, comparing pricing, etc…
• Predict next best action, likelihood to respond
• Evaluate product Bundles
Operationalizing AnalyticsThe Life Cycle
Acquisition Development Retention Churn/ Win-back
Net
Mar
gin Decisions points during Relationship Development:
• Customer engages, books initial trip, customer service, call routing, inquiry handling
• Recency, Frequency, Monetary
• Cross & Up-sell, Next Best Offer
• Dynamic website experience & web self-service
Operationalizing AnalyticsThe Life Cycle
Acquisition Development Retention Churn/ Win-back
Net
Mar
gin
Decisions points during Retention:
• Customer comparing options, complaints, less frequent/recent, value dropping
• Targeted Retention Activities
• Next Trip Pricing, Discounting & Bundling
• Reactive Retention
Operationalizing AnalyticsThe Life Cycle
Acquisition Development Retention Churn/ Win-back
Net
Mar
gin
Decisions points during Churn/Win-back:
• Customer activity drops (web, play, visits, stays, etc.)
• Win-back Discount and Bundling Pricing
• Trigger campaigns for future reacquisition
Operationalizing AnalyticsThe Life Cycle
HARNESSING DATA USING PREDICTIVE ANALYTICS
Video (Time: 0:00 – 2:20)
http://youtu.be/BjznLJcgSFI
Predictive Marketing Analytics
OtherEDW SocialCRM Digital Mobile
Data Sources
Data Management
Analytics
DataQuality
DataIntegration
DataModel
Data Governance
Analytic Segmentation
PredictiveModeling
Analytic Data VisualizationForecasting
Advancing Predictive Marketing
Decision Trees, Regressions, and Neural Networks
Association / Sequence (Acquisition / Cross-sell)
Survival Analysis (Retention / Churn)
Two-Step & Ensemble Models
Clustering (Proprietary Segmentation)
HARNESSING ONLINE & OFFLINE DATA RAPID PREDICTIVE MODELING DEMO
Analytics on Email Data
#1. DATA INTEGRATION
#3.OMNI CHANNEL
MARKETING
#4. MEASURE/ATTRIBUTE
#2.INTEGRATED ANALYTICS
High Level Segmentation
%
New 5 %
Inactive 30 %
Opener 30 %
Clicker 15 %
Social Email Sharer
5 %
Total 100%
Email Behavioral Segmentation
Definition %
Potential New and Inactive (<1 Month) 5%
Newly Engaged New opener and clicker (< 1 Month) 7%
Up and Comers Consistent opener and clicker (2-4 Months)
18%
Highly Active Long term opener and clicker (6+ months)
10%
Declining Interest Lapsed opener, clicker (2-4 Months) 10%
Bored Inactive (2-4 Months), Lapsed opener
20%
Asleep Inactive (6+ Months) 30%
Basic
Behaviorial Segmentation
Objectives:To identify customer segments which are most likely to response positively to a specific campaign or marketing actions.
Considerations: Not all customers may be considered for a specific marketing program/campaign Each customer may fall into many different segments Useful and actionable segments
Key Attributes: Trip Data Play Data Value Tier RFM Age Gender Demographics
Mobile Subscriber Socially Active Online RFM
Targeting Segmentation
Copyright © 2012, SAS Institute Inc. All rights reserved.
Lifecycle Stage Messaging TacticsNew Customer • Welcome email to introduce products / services in order to solidify the relationship and
reinforce brand messaging • Thank you email with special new customer offer
Conversion / Lead Nurturing
• Automated messaging based on customer opt-in by product / topic / alerts (e.g. sales event) with goal to convert to buyer
• Sequenced messaging for lead nurturing (B2B, or considered purchase products: insurance, investments, automobile) that nurtures customer through a buying process
Transaction Event / Web Visit
• Post purchase / registration confirmation email • Re-marketing message based on abandoned shopping cart / registration process via
Customer Experience Analytics / or Web Analytics integration• Leverage recent web visitor activity (e.g. pages / content viewed) to optimize email content
and targeting
Grow and Retain • Cross-sell / Up-sell messages based on customer interests / recent activity / lifestyle interests• New product announcements / special events (e.g. sales, seasonal promotions)• Triggered messages based on recent activity on website or purchase (e.g. website or store)• Multi-wave campaigns for event or hospitality stays (e.g. pre-stay, post-stay surveys)• Post event follow up (e.g. customer satisfaction surveys after event such as purchase, paid
insurance claim, or store visit)
Engagement / Loyalty
• Recurring Newsletters (e.g. monthly / quarterly)• Loyalty program statements / reward levels & perks• Hurdle promotions and threshold incentives (e.g. buy x, to get y)• Social Media promotions and contests (e.g. facebook brand pages / twitter)
Winback • Reactivation programs / messages to reactive lapsed customers• Subject line tests or content tests for lapsed customers
Leverage Email Segments to improve outbound email targeting and tactics
Online/Offline Profile
Anon
Time
E-MailBehavior Account
Attract visitor
Track across sessions
Browsing Behavior
Clustering
Product linking (nearness)
Customer Insight
Cus
tom
er V
alue
Browse
Segmentation
More effective targeting
Frequency of visits
Engagement Level
Shopping Behavior
Customer Behavior
Customer Value (RFM)
Predictive Insight (Churn/Opportunity)
Lifecycle and Lifestyle
Customer as partner/promoter
76013
Cookie Sessions Online Segment User IDGeo
1 2 . . . n Browser owencox01
Visitor Profile
Young Prof [email protected]
EmailProductAffinity
Sale Gadgets
Value
Hi/Promo
Analytical Marketing Strategy
1
2
3
4
5
6
Define Marketing Objectives and Strategy
Develop Segmentation
Predictive Modeling
Customer Contact Strategy
Optimization Strategy
Marketing Performance
Omni Channel Marketing
#1. DATA INTEGRATION
#3.OMNI CHANNEL
MARKETING
#4. MEASURE/ATTRIBUTE
#2.INTEGRATED ANALYTICS
Create and Automate Customer Interactions
• Define Desired Customer Experience
• Set Business & Customer Thresholds
• Identify Relevant Service and Offers
• Execute Outbound Multi-channel
Interactions
Integrate Predictive Analytics Into Campaigns
• Optimize Interactions and Investments
• Score for predicted behavior within a
campaign
#1. DATA INTEGRATION
#3.OMNI CHANNEL
MARKETING
#4. MEASURE/ATTRIBUTE
#2.INTEGRATED ANALYTICS
Multi-channelMarketing
“Marketers are aggressively shifting budget to digital media and seeing interactive as more effective than traditional efforts. They look now to campaign management applications that enable them to act on and react to empowered customers rather than just integrate
more channels.”
Messaging Mandate Customer-focused
messaging drives more customer engagement, more relevant messages/content and higher marketing ROI.
Key enablers:• Single View• Reduce Silos• Real-time Decisions• Analytics
Is Outbound Still Relevant?
Example Re-Engagement
Email Message 1 Engage?
Yes
Website Message 1
No Site Visit? Mobile?
Mobile Message 1
Email Message 2 Engage?
Email Trigger
Email Trigger Engage?
Mobile Trigger
No
No
Yes
Email Trigger
Yes
No
No
Yes Yes
Email Message
Mobile Message
Website Message
Multi-channelMarketing
2. Request sent via web
service
ApplicationsWeb sites, call center,
terminals
1. Request a decision utilizing data about the
customer captured in real-
time
6. Receive decision and take action while the customer is still
engaged
5. Return decision
Decisions in Real-time…
3. Execute a decision process
4. Make a decision using business rules, analytics, & a comprehensive view
Other data
Real-time analytics
Decisioning Delimma
Offers and Marketing Content
Channels Customers
Maximize economic outcomes by solving the offer assignment problem while considering…
Call Center Capacity
MinimumMail Run
Budgets
Contact Preferences
Lifestyle Needs
Product Targets
Rules & Constraints
I just moved up
a tier…
I just booked a
trip…
Can only make 1
contact a month…
Email Only Please!
Copyright © 2012, SAS Institute Inc. All rights reserved.
Using website, email, mobile, survey and social data to drive email content
Optimized ResultsReturn-trip Propensity Model
Targeted Messaging1 2
Increase Opens
Increase Conversions
Increase VirilityTargeted Offers
Analytically Driven Content
Engagement (Social/Mobile)
Email & Mobile activity Online behavioral data Social profile Preferences
Personalization
3
Copyright © 2012, SAS Institute Inc. All rights reserved.
Integrate Social, Mobile and Email Behavioral Data
0%
10%
20%
30%
0 1 2 3 4 5 6 7+
Perc
ent o
f Tot
al F
ile
# of Social Networks
Social Participation
Seg 1
Seg 2
Social Network Engages
Social | Email Influencers Create Friend-centric
Message
0%
10%
20%
30%
40%
0 1 2-3 4-10 11-19 20+
Perc
ent o
f Tot
al F
ile
# of Friends
Social Reach
Seg 1
Seg 2
32%28%
40%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Inactive Opener Clicker
Email Activity Segments - 20+ Friends
1 2 3
Copyright © 2012, SAS Institute Inc. All rights reserved.
Increase Engagement Across Email, Then All Channels
Website Visitor Analysis
Targeted Email Collection Content
Use Online Behavioral Data
1 2 3
Targeted Offers
Analytically Driven Content
Engagement (Social/Mobile)
Personalization
Online Behavioral-Driven Content
Copyright © 2012, SAS Institute Inc. All rights reserved.
Evolve to Marketing Programs
• Series of communications designed to influence customer behavior• Implemented over time via multiple campaigns.• Leverage technology to be scalable, repeatable
Signup Confirm/Welcome
Register on Site Itinerary Page
Travel Planning
Nightlife Information
Shows Planning
Events Planning
Reg on Site?
Booked Travel?
Purchase
Email Intro Series
To Newsletter
No
Yes
No
Yes
To Purchase Trigger
Yes
1 2 3 4 5 6 7
8 9
Engaged? Yes
No
10
Hotel Planning
11
Current Deals Parks Planning
No
12
Engaged?
Engagement Trigger
Yes
No
To Engage Stream
Copyr igh t © 2012, SAS Ins t i tute Inc . A l l r i gh ts r es erved.
Guest Intelligence Lifecycle
Welcome Message(s)
Re-Activation SMS/Email
Win Back Message/Offers
Acquisition Development & Engage Retention
Gue
st V
alue
Win Opt-in & Conversion
Promotional Messages
Time
Interaction Analyze Analyze AnalyzeInteraction Interaction
Copyr igh t © 2012, SAS Ins t i tute Inc . A l l r i gh ts r es erved.
Guest Intelligence Lifecycle
Acquisition Development & Engage Retention
Gue
st V
alue
Time
Improve Impact and Performance
#1. DATA INTEGRATION
#3.OMNI CHANNEL
MARKETING
#4. MEASURE/ATTRIBUTE
#2.INTEGRATED ANALYTICS
#1. DATA INTEGRATION
#3.OMNI CHANNEL
MARKETING
#4. MEASURE/ATTRIBUTE
#2.INTEGRATED ANALYTICS
#1. DATA INTEGRATION
#3.OMNI CHANNEL
MARKETING
#4. MEASURE/ATTRIBUTE
#2.INTEGRATED ANALYTICS
Measure Results
• Automate the measurement process
• Track the performance of campaigns
• Monitor key performance indicators
around customersLeverage Knowledge Across Business
• Refine business actions using automated
tools based
• Distribute information in a consumable
manner to stakeholders
How Do We Get There?
#1. DATA INTEGRATION
#3.OMNI CHANNEL
MARKETING
#4. MEASURE/ATTRIBUTE
#2.INTEGRATED ANALYTICS
#1. DATA INTEGRATION
#3.OMNI CHANNEL
MARKETING
#4. MEASURE/ATTRIBUTE
#2.INTEGRATED ANALYTICS
#1. DATA INTEGRATION
#3.OMNI CHANNEL
MARKETING
#4. MEASURE/ATTRIBUTE
#2.INTEGRATED ANALYTICS
2. Integrated Marketing Analytics
1. Data Management
3. Multi-Channel Marketing
4. Customer Optimization
5. Real-Time & Digital Analytics
• Consolidating robust information
• Collect guest behaviors & preferences
• Single version of truth
• 360 view of customers, brands & market
• Unearthing insights & patterns
• Data mining & analytics
• Understanding customer & business value drivers
• Measuring outcomes
• Leveraging insights
• Developing & executing customer-centric interactions
• Outbound & Inbound
• Automate
• Planning optimal customer interactions
• Maximizing customer engagement and biz ROI
• The next best offer by channel for each customer
• Real-time Decisions
• Collect, analyze and leverage online behavior
• Social Media Analytics
• Create online profile
LET’S IMAGINE A FEW BUSINESS USE CASES…
Prospect Visits Website Explores Pricing Explores
Registration
CONFERENCE PROSPECT: ACQUISITION
CONFERENCE PROSPECT: OUTBOUND MARKETING AUTOMATION
Explores Registration
Trigger Outbound Marketing Campaign
CRM Data
On Line Behavior
Enrichment Data
Advanced Analytics & Scoring
Prospect Visits Website Explores Pricing Explores
Registration
CONFERENCE PROSPECT: UPSELL / CROSS SELL
Prospect Returns Two Hours Later
CONFERENCE PROSPECT: INBOUND MARKETING AUTOMATION
Prospect Ends Session
Create Real-Time Trigger (Inbound)
CRM Data
On Line Behavior
Enrichment Data
Advanced Analytics & Scoring
Prospect Returns Two Hours Later
Personalize Website Experience
Targeted Personalization
CASE STUDIES
Video (Time: 0:00 – 1:22)
http://youtu.be/8mzF7DOzmiA
Video (Time: 0:00 – 1:22)
http://youtu.be/8mzF7DOzmiA
Video (Time: 0:00 – 1:22)
http://youtu.be/8mzF7DOzmiA
Questions?
Sunday Morning Preview
Marketing Operations Management 1. Integrate your marketing process management
activities2. Control the management and distribution of
marketing programs and workflows