The Big Data Customer Intelligence Challenge

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1 The Big Data Customer Intelligence Challenge Big Data Marketing Data Visualization Nicolas Terrasse SAS France 28 mars 2013

2 TRANSFORMING MARKETING BIG DATA : UNE REALITE Big data is a reality and affects customer engagement. As firms move from siloes of transactionoriented systems to more integrated, socially aware ones, they will face challenges related to customer data. Forrester: The Big Deal About Big Data For Customer Engagement, Sanchit Gogla, June 2012 To improve customer engagement, companies must invest in solutions to effectively manage big data.

3 THE DARK SIDE TERRA INCOGNITA Un Gisement dormant

4 THE WHITE SPACE TERRA NOVA De nouvelles opportunités

5 INITIATE CONSUMER CONVERSATION ELDORADO

6 DATA VISUALIZATION EXPLORER, COMPRENDRE, PARTAGER «Un bon croquis vaut mieux qu un long discours» Napoléon Bonaparte «Tu vois ce que je veux dire?» Thomas, 5 ans "Regarde attentivement car ce que tu vas voir n'est plus ce que tu viens de voir.» Léonard de Vinci «Une image vaut mille mots.» Confucius

7 DATA VISUALIZATION EXPLORER, COMPRENDRE, PARTAGER

8 TRANSFORMING CUSTOMER INTELLIGENCE SAS CUSTOMER INTELLIGENCE CUSTOMERS

9 Copyright 2012, SAS Institute Inc. All rights reserved. 9

10 JOINING UP MARKETING TO CUSTOMERS NEW IDEAS = BETTER CAMPAIGNS Credit Card Conversion Rate up from 5% to 25% NEW IDEAS = NEW CUSTOMERS 20 million new customers Why SAS Big Data Analytics for Customer Intelligence? NEW IDEAS = SEGMENT SEGMENT SEGMENT million attributed to SAS Customer Insight NEW IDEAS = KEEPING YOUR CUSTOMERS Customer retention of best customers now at 80%

11 SAS CUSTOMER TalkTalk is one of the leading broadband, home phone and mobile companies for consumers and businesses in the UK, and in July 2012 was one of the founding partners in the launch of YouView TV. Through organic growth and acquisitions the company has grown significantly since it was founded, listing itself on the London Stock Exchange in 2010, and generating annual revenues in 2011 of 1.7bn. Business Issue: Harness the growing amount and variety of data to better understand their customers; improve customer retention in saturated and new markets; and increase cross- and up-sell opportunities. Benefits: TalkTalk has begun a journey to unlock the value of its big data by utilising SAS Analytics. The business has already seen improvements in its customer segmentation and modelling, including identifying new triggers and levers, as well as the impact on customer behaviour of multiple triggers and levers working in combination. The company will add more advanced analytics and predictive analytics capabilities to its growing amount of data as it seeks to gain even greater insights into its customers.

12 SAS CUSTOMER After more than 80 years in business, Macy's Inc. is one of America's most iconic retailers. With annual revenues exceeding $20 billion, Macy's enjoys a loyal base of customers who come to its stores and shop online each day. To continue its legacy of providing stellar customer service and the right selection of products, the retailer's e-commerce division Macys.com is using analytical software from SAS to better understand and enhance its customers' online shopping experience, while helping to increase the retailer's overall profitability. Business Issue: Macys.com needed enhanced customer insight, online and across channels, to effectively measure and understand the impact of its online marketing initiatives on Macy's store sales. Benefits: Increased customer insights; cross-sell and up-sell effectiveness; revenue and customer satisfaction, an approx. 20% reduction in churn rate. With the extra time, the team has moved from being reactionary to proactive, meaning they can look at data and spend more time analyzing it and become internal consultants who provide more of the insight behind the data. Kerem Tomak, Vice President of Analytics

13 SAS CUSTOMER Catalina helps retail customers reach shoppers at the point-of-sale and continues to promote its brands online with a unique interactive experience. Catalina's marketing network is installed in more than 23,000 stores and 14,000 retail pharmacies in the US and 7,000 stores worldwide, collecting data from more than 250 million transactions every week. Business Issue: Analyze massive amounts of data to predict which customers are most likely to respond to targeted marketing offers. Benefits: Catalina delivers incentives that consumers redeem at eight times the level of traditional program methods; many programs boast consumer response rates as high as 25%; the time that it takes to model and analyze data (250 million transactions) - processed per week has been reduced from over a month to just days. with the predictive capabilities we have with SAS, we're able to do it with more precision than anyone else in the market. Eric Williams, Executive Vice President and Chief Information

14 SAS CUSTOMER Citibank Singapore Limited is part of Citigroup, the world's biggest financial services company. With limited opportunities for physical expansion through branches, the bank's business model is based on centralized operations and remote distribution that leverages 24/7 call centers and direct mail. Multiple customer touch points and channels are used to sell products such as credit cards and loans. Citibank also extends its market reach via industry partnerships, for example, with auto dealerships to recommend loans. Business Issue: To grow market share and increase customer profitability in a highly competitive market. Benefits: Improved customer insight enables more targeted marketing campaigns with faster break-even points. Results are an exponential increase in take-up rates. SAS provides trusted insights for areas that include risk, scorecards, performance management and sales-force incentives. We see a return on investment from SAS, for sure. SAS is a critical part of our analytics capabilities and a vital component to the success of our marketing efforts. Eric Sandosham, Head, Decision Management South East Asia Global Consumer Group