The SAS Solution for Enterprise Marketing Automation - Opening Session Demo

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1 The SAS Solution for Enterprise Marketing Automation - Opening Session Demo Randy Betancourt & Nelle Schantz World Wide Marketing SAS Institutue

2 CRM is a process with key steps Customer Focus Case study approach for a bank Will lead you through the process and associated technology with slides and a demo

3 What is CRM? A Strategic Initiative that enables a company to become customer centric. Key components include people, process and technology. A shift in emphasis from: Mass to individual Product to customer Acquisition to retention Function to experience Shareholders to customers

4 Extract, Transform, Load Overview of Marketing Process Legacy Data Island Customer Data Warehouse B.I. and Data Mining Execution Personalization & Automation Message Delivery Customer Experiences Offer, Message Customization /Fax Server Web Server Planning/Reporting Next Message Direct Mail Sales & Transaction Date Internal Data External Data Analysis & Segmentation Modeling & Data Mining Tracking Business Rules Real-Time Differentiation Sales Force Call Center Real-time Marketing Database FEEDBACK From Quaero s Competitive Analysis report

5 First step in the process is to develop a plan and identify the business objective Reports Scenario is that quarterly goals are not being met and the credit card revenues are particularly down Relevant factors include: Need for fast delivery of campaign and associated results Need to reduce cost of campaign Competition is going after the same high value customers Declining revenue quarter to quarter

6 Plan the business objective 1. Decision is made to create a campaign to attempt to convert gold to platinum users 2. To lower costs, a test campaign will be executed to confirm expected results 3. A test campaign approach promotes $ savings for a more efficient outbound communications 4. A personalization strategy will be used for more effective communication

7 Sales Force Building a Customer Centric View Web Call Center Complete Customer Database Direct Mail

8 A Case for Warehouse Administration Complete Customer Database A successful warehouse effort will evolve to a high level of complexity, increasing need for effective information management

9 Insight into data preparation SAS/WA is used to access and read several disparate data sources to create a customer-centric data warehouse The SAS Data Quality solution is used to clean names and addresses

10 Data preparation Demonstration Copyright 2001, SAS Institute Inc. All rights reserved.

11 Quantitative Target Who is likely to respond? Insight Model Enterprise Miner 4.1 is used for the building of a predictive model Various techniques are used in EM to get the best performing model that will be used to identify the population of targets most likely to respond

12 CRM Analytics Complete Customer Database Profiling Data Mining Database Data Mining

13 Enterprise Miner Demonstration Copyright 2001, SAS Institute Inc. All rights reserved.

14 Targets Target has dual meaning depending on the type of user Opt in Gold Customer with a propensity to upgrade >.5 The quantitative user produces the model that assigns a propensity score to a customer The campaign management user does the selection of the population to target that the propensity score can be executed to create the list of customers for the list pull

15 Steps Involved in Setting up a Campaign: Review the Company s campaign time line Define the campaign and the communications Define the audience (Selection Manager) Review audience (reporting and analysis) Prioritise Split Cells Define Export template Execute Campaign (Scheduler) Evaluate Campaign (reporting and analysis)

16 Each Step is a Marketing Automation Opportunity Review campaign time line Define campaign and communications Define audience (Selection Manager) Review audience (analysis) Prioritise Split Cells Define Export template Execute Campaign (Scheduler) Evaluate Results (reporting, analysis) Improve Campaign Planning Improve Tracking Improve Selection Targeting Improve Productivity Improve Communication Increase Personalization Improve Delivery Reliability Capitalize on Opportunities Improve Communication Timing

17 Here we see that the scoring model from Eminer has been registered with the Campaign Manager

18 We also see valuable metadata being shared between the Statistician and the Marketer Copyright 2001, SAS Institute Inc. All rights reserved.

19 We now choose the business rule that defines the target group for our campaign

20 We define a target group for our Platinum Card Campaign, from Gold Card Clients who: - Has Opted In (Y) - Has a Gold Card (Prod 8) - Has a Good Propensity to Upgrade (>.5)

21 We now choose a cell split to subset the target group by channel

22 We subset the target group further by communication channel. Our campaign has and call center channels

23 We check our campaign calendar, so that we can more effectively plan and place our new campaign

24 We complete the campaign reference data. This captures all of the important information about our campaign, like goal, budgetary and date information

25 Now we execute our campaign for the channel

26 We assign the previously defined target group for our channel

27 We select the target group for the channel

28 Now we choose our predefined export template.

29 We choose an export definition for our blaster

30 We choose the appropriate responses that we expect from our channel

31 We seed our list

32 We schedule our campaign for execution

33 We see the generated target group for our channel

34 ..Registering an existing SAS model within Selection Manager.. Copyright 2001, SAS Institute Inc. All rights reserved.

35 SAS Campaign Manager Demo Copyright 2001, SAS Institute Inc. All rights reserved.

36 Act Putting the campaign in action Campaign is used to execute the campaign to a channel Development of the creative graphics (HTML) Merging of creative with personalized parameters delivery Monitoring of results (open/click thru)

37 Demonstration Copyright 2001, SAS Institute Inc. All rights reserved.

38 CRM Campaign Management Complete Customer Database Campaign Management Data Mining Profiling Database Data Mining Close-loop decisioning

39 Monitor Monitor Can monitor which offer performance by customer Assess test cell Prepare for rollout

40 View results Results Review results of the campaign on a personal digital assistant Synched up with desktop machine on a regular basis

41 Summary : CRM is a process Customer Focus Several technology components of the SAS solution for CRM were applied: SAS/WA Data Quality Enterprise Miner EMA solution

42 Summary : CRM is a process Workflow of CRM process included: Define the business objective Make a predictive model, create a target list Act on the target list with an outlined campaign - bind list to campaign - bind export definition to campaign - bind response variable to campaign - bind seeds to campaign - schedule the campaign Execute, track, and monitor the campaign, close the loop for the next iterative process

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