OPTIMIZING YOUR MARKETING STRATEGY THROUGH MODELED TARGETING

Save this PDF as:
Size: px
Start display at page:

Download "OPTIMIZING YOUR MARKETING STRATEGY THROUGH MODELED TARGETING"

Transcription

1 OPTIMIZING YOUR MARKETING STRATEGY THROUGH MODELED TARGETING 1

2 Introductions An insights-driven customer engagement firm Analytics-driven Marketing ROI focus Direct mail optimization 1.5 Billion 1:1 pieces in 2014 Joe Holleman Manager, Marketing Strategies P M

3 Precision Dialogue 2012 Customer Engagement Agency Strong Performer Rated as a strong performer in the 2012 Customer Engagement Agency Wave with high rankings received for: Business strategy capabilities Analytics Technology integration Customer satisfaction CEA Wave Report: 4Q, 2012 Capabilities Snapshot Business Strategy Analytics Technology Integration Customer Satisfaction Precision Dialogue Competitor Average

4 Topics of Discussion Customer Lifecycle Analytics Targeting Continuum Data Profile Analysis Acquisition Modeling Retention Modeling Modeling Approach to Campaigns Getting Started Research & Customer Experience User Experience Questions and Answers Additional Information

5 Customer Lifecycle

6 Analytics What it means to marketers Knowing who your audience is, identifying their purchase triggers and reaching them at the right time by the right channel are keys to creating relevance and increasing response rates. "66% of marketers believe that data-driven marketing drives positive value to their company today and 93% believe it will in the future. "More than two-thirds say acting on data to improve marketing performance is one of their most important objectives". Source: DMA Statistical Fact Book 2014

7 Analytics What it means to consumers When asked, When you do receive hard copy direct mail, which type do you prefer? 63% 22% 15% Highly personalized with messages and offers that are unique to my needs/interests Only personalized with your name and address but not much that is unique to your needs/ interests Non-personalized messages and offers that everyone receives regardless of individual needs/ interest Source: InfoTrends

8 Analytics Common Engagements Predictive modeling for customer acquisition, retention, & cross-sell initiatives Campaign test design & measurement Omni-channel attribution analyses CRM / contact strategy optimization Customer valuation & segmentation Credit risk analysis Web analytics Custom analytical databases Analytical workbench

9 Targeting Ability Targeting Continuum Baseline Profiles Customized to client partner Not predictive Syndicated Segments Off-the-shelf segments Based on geodemographics Some DM response Forecast Model Based on look-alike responders (walk-ins) Not based on DM campaign Better than profiling at capturing multiple variable relationships Campaign Response Model Based on responders to mail campaign Captures natural response + marketing effect Able to calculate marketing effect to drive better ROI marketing decisions Tool

10 Demographic Profile Analysis Objective: Better understand the customer profile across numerous demographic elements. Paint a picture of the Dots customer as to grow foundational customer understanding for the business. Methodology: Assemble analysis data-set o Customer database with categories (if applicable) Dots o National consumer household file Metrics Exploratory data analysis Append demographic data Develop Customer Profiles Document and present findings Deliverable: 1. Demographic customer profile(s) by pre-defined customer category(ies)

11 Acquisition Modeling Objective: Identify new potential customers based on a look-a-like (based on composition of existing customers) or response (response to an acquisition campaign) methodology. The criteria will primarily be made up of demographic and spatial data, with a two-stage approach: 1) Response, and 2) Value. Implementation results in prioritized lists of prospective customers in Dots trade areas for purchase in support of targeted marketing campaigns. Methodology: Define modeling objectives and identify scope of data needed Aggregate analysis files o Customer database o Transaction database Perform exploratory data analysis Variable creation and reduction based on predictive correlation to response/value Model estimation and validation Model scoring and application Deliverable: 1. Model findings documentation and scoring algorithm for implementation 2. Implementation recommendation

12 Retention Modeling Objective: Knowing 48% of customers shop every 2 weeks, identify customers who are likely to lapse or attrite given recent behavioral trends and purchase behavior. Quantify the degree to which the customers will cease purchasing. Methodology: Define modeling objectives and identify scope of data needed Aggregate analysis files Perform exploratory data analysis Variable creation and reduction based on predictive correlation Model estimation and validation Model scoring and application Deliverable: 1. Model findings documentation and scoring algorithm for implementation 2. Implementation recommendation

13 Modeling Approach to Campaigns

14 Modeling Approach to Campaigns Decile Mailed Conversions Interval Statistics Conversion Pct Margin Mail Cost Return Margin Mail Cost Net Return 1 9, % $15,876 $5,988 $9,888 $15,876 $5,988 $9, % 2 9, % $8,904 $5,989 $2,915 $24,780 $11,977 $12, % 3 9, % $6,237 $5,988 $249 $31,017 $17,965 $13, % 4 9, % $4,641 $5,989 -$1,348 $35,658 $23,953 $11, % 5 9, % $2,709 $5,988 -$3,279 $38,367 $29,941 $8, % 6 9, % $1,491 $5,989 -$4,498 $39,858 $35,930 $3, % 7 9, % $924 $5,989 -$5,065 $40,782 $41,918 -$1, % 8 9, % $735 $5,988 -$5,253 $41,517 $47,906 -$6, % 9 9, % $609 $5,988 -$5,379 $42,126 $53,894 -$11, % 10 9, % $336 $5,988 -$5,652 $42,462 $59,882 -$17, % Total 99,804 2, % $42,462 $59,882 -$17,420 Cumulative Statistics ROI Sample Strategy 50% volume reduction Mailed Conversions Conversion Pct Margin Mail Cost ROI Total 99,804 2, % $42,462 $59, % Our client can reduce mail costs by 50% and only sacrifice 10% of sales and conversions Top 50% 49,902 1, % $38,367 $29, %

15 Getting Started Data: Contact History Channel Data Transactional Data Customer Data Cluster Data Common Investment Scenarios: One Time Model Build Fees: $10,000 - $50,000 Data Enhancement Fees: $CPM Scoring Fees: $2,500 - $4,000 Resources: Partners/ Internally Software Commitment to the Approach Creativity

16 Customer Research 16

17 Customer Research Eye Tracking Not only learn what people DO, listen to what they SAY, and observe how they REACT, but eye tracking allows you to learn what they actually SEE Learn: What draws attention and why What content is being read or scanned Your customer s decision-making process Glean more detailed insights, such as: Exhaustive review Selective Disregard Obtain key visual measurements: Sequence, dwell time and hit rate Confidential Precision Dialogue 17

18 Customer Research Direct Mail Your creative has 3 seconds to gain attention 12 additional seconds for recognition 18

19 Customer Research Website 3 seconds for users to decide if your communication is credible or not 8 seconds for users to decide if they re on the right path or not Less than 1 minute to complete desired task 58% of visitors who experience problems NEVER return All Rights Reserved 2014 Precision Dialogue 19

20 User Experience A Heat Mapping Evaluation or Audit is a detailed review of a direct mail piece concentrating on user focal points within the printed material to identify key information based on visual impact. Precision Dialogue Heat Map Raffle ACTIVITY Research and Customer Experience experts perform a heat mapping evaluation Up to three-(3) direct mail pieces Postcard, Letter or combination PURPOSE Identify high ranking focal points on the direct mail piece Provide feedback on findings Deliverables Customized heat maps for each of the three pieces reviewed 30 Minute findings review with winner Action plan for next steps Redemption Rules: Heat mapping is valued at $4,000 Offer valid 10/13/15 12/1/15

21 Necessary Data Assets & Investment Scenarios Questions and Answers

22 ADDITIONAL INFORMATION 22

23 Precision Dialogue Perspectives

24 Analytical Solutions Quick Reference Guide Model / Analysis Type Definition Examples Classification / Propensity Used to predict an event or the likelihood of a response to a message (conversion) Responder Value Identify the value of a positive response Value models Acquisition models Response models Uplift models (determines response with vs. without offer) Lapse/defection models Clustering Association / Affinity Sequence Used to analyze patterns and identify groupings of consumers. Used to determine the best cross-sell and upsell opportunities Used to identify the most likely next action for each consumer Segmentation Demographic profile analysis Behavioral segmentation model Cross-Sell model Pattern Detection / Marketing Trigger analysis Market Basket Analysis Product sequence models

25 Market Basket Analysis Objective: Identify and quantify products with strong cross-sell associations, with a particular emphasis placed on high-margin products and high-volume products. Additional insight into purchase sequence results in targeting based on customers who like this also like X. During the initial stage of this analysis, document current marketing strategies and identify the preliminary list of customer behaviors for analysis (Closet and Purchases). Methodology: Acquire a dataset including both Customer and Transaction data Document current transaction-level strategies and constraints Identify the list of customer behaviors for analysis Determine optimal window for market basket definition (e.g., 7 days) Create analytic data sets and develop/apply rules to determine opportunity Apply Association Analysis to establish statistically meaningful product relationship patterns Develop financial pro-forma to forecast business impact from leveraging Deliverable: 1. Cross-sell trigger findings report and assessment analysis 2. Business impact pro-forma 3. Implementation recommendations including in-store and on-line merchandising opportunities

26 New Customer On-boarding Strategy Objective: Knowing 12% of transactions are associated with New customers, test into a contact strategy for new customer on-boarding communications, leveraging findings from the Marketing Basket and Purchase Sequence Analysis. Methodology: Document current strategies and constraints Incorporate findings from Market Basket Analysis Design channel and cadence tests to analytically derive the most impactful on-boarding strategy Execute tests scenarios, report findings, and establish a champion on-boarding communication strategy Deliverable: 1. On-boarding test performance report and analysis 2. Implementation recommendation

27 Rules-Based Segmentation Objective: Identify meaningfully different audiences within the customer base. The rules-based segmentation strategy will be defined by as yet unknown analytical findings, Metrics expects to evaluate a number of variables including, but not limited to current value/margin, demographic cohort, tenure, etc. Methodology: Confirm data set includes customer information, transaction information, demographic profile output, acquisition modeling output, market basket output, retention modeling output Leverage findings from the prior analyses to drive the candidate variables for inclusion in the segmentation strategy Aggregate transaction information to the customer level Merge various datasets for a comprehensive view of information Produce iterative cuts of variable combinations Determine variable combinations with most discriminatory power and favorable implementation characteristics Deliverable: 1. An agreed upon approach to segmenting the customer base 2. A means to drive differentiated direct marketing content, messages, and offers

Adobe Analytics Premium Customer 360

Adobe Analytics Premium Customer 360 Adobe Analytics Premium: Customer 360 1 Adobe Analytics Premium Customer 360 Adobe Analytics 2 Adobe Analytics Premium: Customer 360 Adobe Analytics Premium: Customer 360 3 Get a holistic view of your

More information

User Experience - Heat Mapping

User Experience - Heat Mapping Personalizing the Customer Experience Through Digital Variable Print Technologies Joe Holleman Precision Dialogue Manager of Marke9ng Strategy Robert Ellis U.S. Postal Service Business Alliances May 17,

More information

DISCOVER MERCHANT PREDICTOR MODEL

DISCOVER MERCHANT PREDICTOR MODEL DISCOVER MERCHANT PREDICTOR MODEL A Proactive Approach to Merchant Retention Welcome to Different. A High-Level View of Merchant Attrition It s a well-known axiom of business that it costs a lot more to

More information

PAST PRESENT FUTURE YoU can T TEll where ThEY RE going if YoU don T know where ThEY ve been.

PAST PRESENT FUTURE YoU can T TEll where ThEY RE going if YoU don T know where ThEY ve been. PAST PRESENT FUTURE You can t tell where they re going if you don t know where they ve been. L everage the power of millions of customer transactions to maximize your share of customer travel spend. Vistrio

More information

Analytics: A Powerful Tool for the Life Insurance Industry

Analytics: A Powerful Tool for the Life Insurance Industry Life Insurance the way we see it Analytics: A Powerful Tool for the Life Insurance Industry Using analytics to acquire and retain customers Contents 1 Introduction 3 2 Analytics Support for Customer Acquisition

More information

Target and Acquire the Multichannel Insurance Consumer

Target and Acquire the Multichannel Insurance Consumer Neustar Insights Whitepaper Target and Acquire the Multichannel Insurance Consumer Increase Conversion by Applying Real-Time Data Across Channels Contents Executive Summary 2 Are You Losing Hot Leads?

More information

12/10/2012. Real-Time Analytics & Attribution. Client Case Study: Staples. Noah Powers Principal Solutions Architect, Customer Intelligence, SAS

12/10/2012. Real-Time Analytics & Attribution. Client Case Study: Staples. Noah Powers Principal Solutions Architect, Customer Intelligence, SAS Real-Time Analytics & Attribution Noah Powers Principal Solutions Architect, Customer Intelligence, SAS Patty Hager Analytics Manager, Content/Communication/Entertainment, SAS Suneel Grover Solutions Architect,

More information

10 Strategies for an Award-winning Onboarding Process

10 Strategies for an Award-winning Onboarding Process 10 Strategies for an Award-winning Onboarding Process WHITE PAPER MARKETING SERVICES In December 2011, Harland Clarke Marketing Services received the prestigious Gold Award for Marketing Strategies from

More information

AUDIENCE MANAGEMENT PETER VANDRE, MERKLE VP, DIGITAL ANALYTICS RICK HEFFERNAN, TRAVELERS 2VP DIGITAL MARKETING

AUDIENCE MANAGEMENT PETER VANDRE, MERKLE VP, DIGITAL ANALYTICS RICK HEFFERNAN, TRAVELERS 2VP DIGITAL MARKETING AUDIENCE MANAGEMENT PETER VANDRE, MERKLE VP, DIGITAL ANALYTICS RICK HEFFERNAN, TRAVELERS 2VP DIGITAL MARKETING Audience Management Audience management is the discipline of identifying, sizing, and tracking

More information

Questions to Ask When Selecting Your Customer Data Platform

Questions to Ask When Selecting Your Customer Data Platform Questions to Ask When Selecting Your Customer Data Platform 730 Yale Avenue Swarthmore, PA 19081 www.raabassociatesinc.com info@raabassociatesinc.com Introduction Marketers know they need better data about

More information

Neil Hayward Customer Intelligence Solutions Program Manager SAS EMEA Copyright 2003, SAS Institute Inc. All rights reserved.

Neil Hayward Customer Intelligence Solutions Program Manager SAS EMEA Copyright 2003, SAS Institute Inc. All rights reserved. SAS Marketing Optimization Neil Hayward Customer Intelligence Solutions Program Manager SAS EMEA Copyright 2003, SAS Institute Inc. All rights reserved. Business pain! I m not getting the best financial

More information

Easily Identify the Right Customers

Easily Identify the Right Customers PASW Direct Marketing 18 Specifications Easily Identify the Right Customers You want your marketing programs to be as profitable as possible, and gaining insight into the information contained in your

More information

Predictive Marketing for Banking

Predictive Marketing for Banking Tony Firmani Predictive Analytics Solution Architect Predictive Marketing for Banking Business Analytics software Session Overview Data Drives Decisions Applying Predictive Analytics Throughout Entire

More information

Retail / E-commerce. Turning Big Data (and Little) Into Actionable Intelligence and Customer Profitability. Case Study ebook. Unlocking Profitability.

Retail / E-commerce. Turning Big Data (and Little) Into Actionable Intelligence and Customer Profitability. Case Study ebook. Unlocking Profitability. shop shop shop shop Retail / E-commerce Turning Big Data (and Little) Into Actionable Intelligence and Customer Profitability Part 3 in a series of 5 ebooks on intelligent customer engagement Case Study

More information

PREDICTIVE MARKETING, DIGITAL ATTRIBUTION, OPTIMIZATION, AND DATA-DRIVEN PERSONALIZATION

PREDICTIVE MARKETING, DIGITAL ATTRIBUTION, OPTIMIZATION, AND DATA-DRIVEN PERSONALIZATION PREDICTIVE MARKETING, DIGITAL ATTRIBUTION, OPTIMIZATION, AND DATA-DRIVEN PERSONALIZATION A m a r t y a B h a t t a c h a r j y a & S u n e e l G r o v e r P r i n c i p a l S o l u t i o n A r c h i t

More information

Next Best Action Using SAS

Next Best Action Using SAS WHITE PAPER Next Best Action Using SAS Customer Intelligence Clear the Clutter to Offer the Right Action at the Right Time Table of Contents Executive Summary...1 Why Traditional Direct Marketing Is Not

More information

ANALYTICS IN ACTION WINNING IN ASSET MANAGEMENT DISTRIBUTION WITH PREDICTIVE SALES INTELLIGENCE WHITEPAPER

ANALYTICS IN ACTION WINNING IN ASSET MANAGEMENT DISTRIBUTION WITH PREDICTIVE SALES INTELLIGENCE WHITEPAPER ANALYTICS IN ACTION WINNING IN ASSET MANAGEMENT DISTRIBUTION WITH PREDICTIVE SALES INTELLIGENCE WHITEPAPER ANALYTICS IN ACTION WINNING IN ASSET MANAGEMENT DISTRIBUTION WITH PREDICTIVE SALES INTELLIGENCE

More information

How to create an effective data management strategy

How to create an effective data management strategy How to create an effective data management strategy Companies today are storing more and more data, whether that s your key account contacts, existing customer information or potential prospects it s not

More information

2014 State of Customer Acquisition

2014 State of Customer Acquisition 2014 State of Customer Acquisition New acquisition survey findings by Trendline Interactive Research study commissioned by CertainSource an ewaydirect Company INTRODUCTION There is a bit of a schism amongst

More information

Customer Segmentation and Predictive Modeling It s not an either / or decision.

Customer Segmentation and Predictive Modeling It s not an either / or decision. WHITEPAPER SEPTEMBER 2007 Mike McGuirk Vice President, Behavioral Sciences 35 CORPORATE DRIVE, SUITE 100, BURLINGTON, MA 01803 T 781 494 9989 F 781 494 9766 WWW.IKNOWTION.COM PAGE 2 A baseball player would

More information

Data Mining in CRM & Direct Marketing. Jun Du The University of Western Ontario jdu43@uwo.ca

Data Mining in CRM & Direct Marketing. Jun Du The University of Western Ontario jdu43@uwo.ca Data Mining in CRM & Direct Marketing Jun Du The University of Western Ontario jdu43@uwo.ca Outline Why CRM & Marketing Goals in CRM & Marketing Models and Methodologies Case Study: Response Model Case

More information

Taking A Proactive Approach To Loyalty & Retention

Taking A Proactive Approach To Loyalty & Retention THE STATE OF Customer Analytics Taking A Proactive Approach To Loyalty & Retention By Kerry Doyle An Exclusive Research Report UBM TechWeb research conducted an online study of 339 marketing professionals

More information

Using SAS Enterprise Miner for Analytical CRM in Finance

Using SAS Enterprise Miner for Analytical CRM in Finance Using SAS Enterprise Miner for Analytical CRM in Finance Sascha Schubert SAS EMEA Agenda Trends in Finance Industry Analytical CRM Case Study: Customer Attrition in Banking Future Outlook Trends in Finance

More information

Which Retail Analytics Do You Need?

Which Retail Analytics Do You Need? Which Retail Analytics Do You Need? To increase ROI, match the right analytic techniques to your business objectives Number 49 The most competitive retailers today are increasing response rates and revenues

More information

TIBCO Industry Analytics: Consumer Packaged Goods and Retail Solutions

TIBCO Industry Analytics: Consumer Packaged Goods and Retail Solutions TIBCO Industry Analytics: Consumer Packaged Goods and Retail Solutions TIBCO s robust, standardsbased infrastructure technologies are used by successful retailers around the world, including five of the

More information

Marketzone. campaigns that may or may not be working. Marketers today live in the world of the always-connected customer

Marketzone. campaigns that may or may not be working. Marketers today live in the world of the always-connected customer marketzone Marketers today live in the world of the always-connected customer... and cannot afford to waste dollars on campaigns that may or may not be working. Marketers today live in a fast-paced world

More information

Location Analytics for Financial Services. An Esri White Paper October 2013

Location Analytics for Financial Services. An Esri White Paper October 2013 Location Analytics for Financial Services An Esri White Paper October 2013 Copyright 2013 Esri All rights reserved. Printed in the United States of America. The information contained in this document is

More information

Analyzing CRM Results: It s Not Just About Software and Technology

Analyzing CRM Results: It s Not Just About Software and Technology Analyzing CRM Results: It s Not Just About Software and Technology One of the key factors in conducting successful CRM programs is the ability to both track and interpret results. Many of the technological

More information

HOW TO USE YOUR DATABASE OR DATA WAREHOUSE OF PROFITABILITY INFORMATION TO MAKE BETTER MARKETING DECISIONS

HOW TO USE YOUR DATABASE OR DATA WAREHOUSE OF PROFITABILITY INFORMATION TO MAKE BETTER MARKETING DECISIONS HOW TO USE YOUR DATABASE OR DATA WAREHOUSE OF PROFITABILITY INFORMATION TO MAKE BETTER MARKETING DECISIONS by Kim Sutherland, Director, Market Line Associates Account and customer profitability can be

More information

Are You Using Email Marketing To Reach Your Automotive Customers and Prospects?

Are You Using Email Marketing To Reach Your Automotive Customers and Prospects? A Are You Using Email Marketing To Reach Your Automotive Customers and Prospects? 2012 Email Scientists. All rights reserved. www.emailscientists.com ARE YOU USING EMAIL MARKETING TO REACH YOUR AUTOMOTIVE

More information

Growing Customer Value, One Unique Customer at a Time

Growing Customer Value, One Unique Customer at a Time Increasing Customer Value for Insurers How Predictive Analytics Can Help Insurance Organizations Maximize Customer Growth Opportunities www.spss.com/perspectives Introduction Trends Influencing Insurers

More information

Exceptional Customer Experience AND Credit Risk Management: How to Achieve Both

Exceptional Customer Experience AND Credit Risk Management: How to Achieve Both Exceptional Customer Experience AND Credit Risk Management: How to Achieve Both Lynn Brunner Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions,

More information

Oracle Real Time Decisions

Oracle Real Time Decisions A Product Review James Taylor CEO CONTENTS Introducing Decision Management Systems Oracle Real Time Decisions Product Architecture Key Features Availability Conclusion Oracle Real Time Decisions (RTD)

More information

AgilOne + Responsys. Personalizing and measuring your Responsys campaigns just got a whole lot easier.

AgilOne + Responsys. Personalizing and measuring your Responsys campaigns just got a whole lot easier. AgilOne + Responsys Personalizing and measuring your Responsys campaigns just got a whole lot easier. AgilOne s out-of-the-box bi-directional integration with Responsys combines comprehensive customer

More information

Predictive Analytics for Database Marketing

Predictive Analytics for Database Marketing Predictive Analytics for Database Marketing Jarlath Quinn Analytics Consultant Rachel Clinton Business Development www.sv-europe.com FAQ s Is this session being recorded? Yes Can I get a copy of the slides?

More information

Continuous Customer Dialogues

Continuous Customer Dialogues Continuous Customer Dialogues STRATEGIES FOR GROWTH AND LOYALTY IN MULTI-CHANNEL CUSTOMER-ORIENTED ORGANIZATIONS whitepaper TABLE OF CONTENTS: PAGE Overview...3 The Continuous Customer Dialogue Vision...4

More information

How Organisations Are Using Data Mining Techniques To Gain a Competitive Advantage John Spooner SAS UK

How Organisations Are Using Data Mining Techniques To Gain a Competitive Advantage John Spooner SAS UK How Organisations Are Using Data Mining Techniques To Gain a Competitive Advantage John Spooner SAS UK Agenda Analytics why now? The process around data and text mining Case Studies The Value of Information

More information

The Power of Personalizing the Customer Experience

The Power of Personalizing the Customer Experience The Power of Personalizing the Customer Experience Creating a Relevant Customer Experience from Real-Time, Cross-Channel Interaction WHITE PAPER SAS White Paper Table of Contents The Marketplace Today....1

More information

FINDING BIG PROFITS IN THE AGE OF BIG DATA

FINDING BIG PROFITS IN THE AGE OF BIG DATA FINDING BIG PROFITS IN THE AGE OF BIG DATA UNLOCKING THE ENTERPRISE POTENTIAL OF BEHAVIORAL SEGMENTATION Alex Tavera Senior Loyalty Consulting Manager Behavioral Segmentation / 2 SEGMENTATION HAS EVOLVED

More information

IBM SPSS Direct Marketing

IBM SPSS Direct Marketing IBM Software IBM SPSS Statistics 19 IBM SPSS Direct Marketing Understand your customers and improve marketing campaigns Highlights With IBM SPSS Direct Marketing, you can: Understand your customers in

More information

Actively Engage with Energy Utility Customers to Build Loyalty and Drive Retention

Actively Engage with Energy Utility Customers to Build Loyalty and Drive Retention Kampyle for Utilities Industry Actively Engage with Energy Utility Customers to Build Loyalty and Drive Retention Layer qualitative data on analytics to better understand and address customer needs and

More information

New Trends in Leveraging Customer Data to Drive Business Strategies. November 3, 2014 mather: symposium

New Trends in Leveraging Customer Data to Drive Business Strategies. November 3, 2014 mather: symposium New Trends in Leveraging Customer Data to Drive Business Strategies November 3, 2014 mather: symposium 1 Our world had to change. It did beginning in 2006. 2 Building Marketing Efforts Based On Data 2006-2013

More information

THE 10 Ways that Digital Marketing + Big Data =

THE 10 Ways that Digital Marketing + Big Data = 1 Ways that Digital Marketing + Big Data = Sales Productivity The best global companies are transforming the way they market and sell. Here s how! Evolves into Digital TOP 10 about us MarketBridge is a

More information

Customer Success Platform Buyer s Guide

Customer Success Platform Buyer s Guide Customer Success Platform Buyer s Guide Table of Contents Customer Success Platform Overview 3 Getting Started 4 Making the case 4 Priorities and problems 5 Key Components of a Successful Customer Success

More information

Three proven methods to achieve a higher ROI from data mining

Three proven methods to achieve a higher ROI from data mining IBM SPSS Modeler Three proven methods to achieve a higher ROI from data mining Take your business results to the next level Highlights: Incorporate additional types of data in your predictive models By

More information

The Customer and Marketing Analytics Maturity Model

The Customer and Marketing Analytics Maturity Model EBOOK The Customer and Marketing Analytics Maturity Model JOE DALTON, SMARTFOCUS $ INTRODUCTION Introduction Customers are engaging with businesses across an increasing number of touch points websites,

More information

Data Analytical Framework for Customer Centric Solutions

Data Analytical Framework for Customer Centric Solutions Data Analytical Framework for Customer Centric Solutions Customer Savviness Index Low Medium High Data Management Descriptive Analytics Diagnostic Analytics Predictive Analytics Prescriptive Analytics

More information

BUY BIG DATA IN RETAIL

BUY BIG DATA IN RETAIL BUY BIG DATA IN RETAIL Table of contents What is Big Data?... How Data Science creates value in Retail... Best practices for Retail. Case studies... 3 7 11 1. Social listening... 2. Cross-selling... 3.

More information

Customer Analytics. Turn Big Data into Big Value

Customer Analytics. Turn Big Data into Big Value Turn Big Data into Big Value All Your Data Integrated in Just One Place BIRT Analytics lets you capture the value of Big Data that speeds right by most enterprises. It analyzes massive volumes of data

More information

IBM Social Media Analytics

IBM Social Media Analytics IBM Analyze social media data to improve business outcomes Highlights Grow your business by understanding consumer sentiment and optimizing marketing campaigns. Make better decisions and strategies across

More information

Data, BIG and SMALL that s

Data, BIG and SMALL that s Data, BIG and SMALL that s Collecting, Protecting and Profiting from Big and Small Data My Background Strategy Tech Data People Process 1 The evolution of retail and its data Stone Age - 1700» Language

More information

Effective Segmentation. Six steps to effective segmentation

Effective Segmentation. Six steps to effective segmentation Effective Segmentation Six steps to effective segmentation Segmentation is a powerful tool to help achieve your business strategy and drive higher value to your brand. Sure, I hear you say, we all know

More information

Get Better Business Results

Get Better Business Results Get Better Business Results From the Four Stages of Your Customer Lifecycle Stage 1 Acquisition A white paper from Identify Unique Needs and Opportunities at Each Lifecycle Stage It s a given that having

More information

10 TIPS FOR SUCCESSFUL

10 TIPS FOR SUCCESSFUL PLATINUM FREE REPORT Email marketing campaigns are essential elements of any marketing strategy. They communicate and build relationships with prospects, gather important data, and help boost marketing

More information

Transforming customer service with business analytics

Transforming customer service with business analytics IBM Software Business Analytics Customer Service Transforming customer service with business analytics 2 Transforming customer service with business analytics Contents 2 Overview 2 Customer service is

More information

Elevate Customer Experience and Engagement in the New Digital World

Elevate Customer Experience and Engagement in the New Digital World Elevate Customer Experience and Engagement in the New Digital World John Chan CRM Solutions Lead, Microsoft Business Solutions Microsoft Asia Customer buying behavior has fundamentally changed therefore,

More information

Omnichannel Strategy Adoption At Tipping Point, Marketers Share Action Plans

Omnichannel Strategy Adoption At Tipping Point, Marketers Share Action Plans Omnichannel Strategy Adoption At Tipping Point, Marketers Share Action Plans By Karlene Lukovitz Industry Report by Exclusive Sponsor Introduction Marketers are keenly aware of the tremendous potential

More information

5 WAYS TO SHARPEN YOUR AUDIENCE TARGETING

5 WAYS TO SHARPEN YOUR AUDIENCE TARGETING 5 WAYS TO SHARPEN YOUR AUDIENCE TARGETING THE RIGHT MESSAGE TO THE RIGHT PERSON AT THE RIGHT TIME. In the age of digital marketing, it can mean many, many things. Here are five best practices to help you

More information

Demonstration of SAP Predictive Analysis 1.0, consumption from SAP BI clients and best practices

Demonstration of SAP Predictive Analysis 1.0, consumption from SAP BI clients and best practices September 10-13, 2012 Orlando, Florida Demonstration of SAP Predictive Analysis 1.0, consumption from SAP BI clients and best practices Vishwanath Belur, Product Manager, SAP Predictive Analysis Learning

More information

Banking Analytics Training Program

Banking Analytics Training Program Training (BAT) is a set of courses and workshops developed by Cognitro Analytics team designed to assist banks in making smarter lending, marketing and credit decisions. Analyze Data, Discover Information,

More information

Know Your Buyer: A predictive approach to understand online buyers behavior By Sandip Pal Happiest Minds, Analytics Practice

Know Your Buyer: A predictive approach to understand online buyers behavior By Sandip Pal Happiest Minds, Analytics Practice Know Your Buyer: A predictive approach to understand online buyers behavior By Sandip Pal Happiest Minds, Analytics Practice Introduction Retail and E-commerce are one of the first industries that recognized

More information

Data Mining with SAS. Mathias Lanner mathias.lanner@swe.sas.com. Copyright 2010 SAS Institute Inc. All rights reserved.

Data Mining with SAS. Mathias Lanner mathias.lanner@swe.sas.com. Copyright 2010 SAS Institute Inc. All rights reserved. Data Mining with SAS Mathias Lanner mathias.lanner@swe.sas.com Copyright 2010 SAS Institute Inc. All rights reserved. Agenda Data mining Introduction Data mining applications Data mining techniques SEMMA

More information

Predictive Dynamix Inc Turning Business Experience Into Better Decisions

Predictive Dynamix Inc Turning Business Experience Into Better Decisions Overview Geospatial Data Mining for Market Intelligence By Paul Duke, Predictive Dynamix, Inc. Copyright 2000-2001. All rights reserved. Today, there is a huge amount of information readily available describing

More information

WHITE PAPER Analytics for digital retail

WHITE PAPER Analytics for digital retail WHITE PAPER Analytics for digital retail Introduction The advent of organized retail propelled businesses to reach out to a wider spectrum of consumers in an effort to increase market share. This gave

More information

CUSTOMER RELATIONSHIP MANAGEMENT CONCEPTS AND TECHNOLOGIES

CUSTOMER RELATIONSHIP MANAGEMENT CONCEPTS AND TECHNOLOGIES CUSTOMER RELATIONSHIP MANAGEMENT CONCEPTS AND TECHNOLOGIES Chapter 1: Introduction to CRM Selected definitions of CRM 1 CRM is an information industry term for methodologies, software, and usually Internet

More information

The case for Centralized Customer Decisioning

The case for Centralized Customer Decisioning IBM Software Thought Leadership White Paper July 2011 The case for Centralized Customer Decisioning A white paper written by James Taylor, Decision Management Solutions. This paper was produced in part

More information

The CRM that Defines Innovation. Bill Armistead, Product Sales Specialist CONNECTIONS

The CRM that Defines Innovation. Bill Armistead, Product Sales Specialist CONNECTIONS The CRM that Defines Innovation Bill Armistead, Product Sales Specialist CONNECTIONS The CRM that Defines Innovation What is CONNECTIONS? CRM (Customer Relationship Management) Enterprise-wide, web-based,

More information

Analysis. Marketing Automation: Adding Science to the Art of Marketing. April 2011. Service Area. Business Development Strategies

Analysis. Marketing Automation: Adding Science to the Art of Marketing. April 2011. Service Area. Business Development Strategies Analysis April 2011 Marketing Automation: Adding Science to the Art of Marketing Service Area Business Development Strategies Comments or Questions? Table of Contents Key Highlights... 2 Introduction...

More information

Increasing Marketing ROI with Customer Analytics. 2013 IBM Corporation

Increasing Marketing ROI with Customer Analytics. 2013 IBM Corporation Increasing Marketing ROI with Customer Analytics 1 The agenda The Marketer s Evolving Role Data/Analytics Based Decisions Customer Analytics to Increase ROI ROI in Action 2 The Marketer s Evolving Role:

More information

6/10/2015. Chapter Nine Overview. Learning Outcomes. Opening Case: Twitter: A Social CRM Tool

6/10/2015. Chapter Nine Overview. Learning Outcomes. Opening Case: Twitter: A Social CRM Tool Opening Case: Twitter: A Social CRM Tool McGraw-Hill-Ryerson 2015 The McGraw-Hill Companies, All Rights Reserved Chapter Nine Overview SECTION 9.1 CRM FUNDAMENTALS Introduction Using Information to Drive

More information

DATA AND TECHNOLOGY SERVICES

DATA AND TECHNOLOGY SERVICES DATA AND TECHNOLOGY SERVICES and Technology Services The Engine of Your Marketing Department Marketers today live at the mercy of the always-connected consumer and cannot afford to waste their marketing

More information

Assessing your email marketing maturity #emailmaturity

Assessing your email marketing maturity #emailmaturity Assessing your email marketing maturity #emailmaturity PATRICK TRIPP Sr. Product Marketing Manager, ADOBE People are checking email around the clock 3.2h 6.3h 91% 87% 18% 3.1h 2 Source: Adobe Consumer

More information

Ensighten Activate USE CASES. Ensighten Pulse. Ensighten One

Ensighten Activate USE CASES. Ensighten Pulse. Ensighten One USE CASES Ensighten Activate Ensighten One Ensighten Pulse Use Case: On-Site Targeting based on Off-Site Display Ad Deliver relevant content to customers after they viewed or clicked through an Off-Site

More information

Decisioning for Telecom Customer Intimacy. Experian Telecom Analytics

Decisioning for Telecom Customer Intimacy. Experian Telecom Analytics Decisioning for Telecom Customer Intimacy Experian Telecom Analytics Turning disruption into opportunity The traditional telecom business model is being disrupted by a variety of pressures. From heightened

More information

Is there an ROI from Social Media Marketing?

Is there an ROI from Social Media Marketing? TOM PISELLO, CHAIRMAN & FOUNDER Blog: http://blog.alinean.com/ Twitter: @tpisello http://www.alinean.com http://www.fightfrugalnomics.com Is there an ROI from Social Media Marketing? Agenda 1. Need for

More information

Great Analytics start with a Great Question

Great Analytics start with a Great Question Great Analytics start with a Great Question Analytics must deliver business outcomes - otherwise it s just reporting 1 In the last five years, many Australian companies have invested heavily in their analytics

More information

Using Email Data to Find New Customers. Andrew Howe, Sales Director UKI, Teradata Interactive February 26 th, 2015

Using Email Data to Find New Customers. Andrew Howe, Sales Director UKI, Teradata Interactive February 26 th, 2015 Using Email Data to Find New Customers Andrew Howe, Sales Director UKI, Teradata Interactive February 26 th, 2015 About Teradata Interactive Vision To enable our customers to collect and use data to improve

More information

The Convergence of Data and Analytics in the Corporate World

The Convergence of Data and Analytics in the Corporate World The Convergence of Data and Analytics in the Corporate World Is it possible to draw parallels between commercial experience and tax applications? Jack Noonan President & Chief Executive Officer SPSS Inc.

More information

Successful marketing in today s challenging insurance environment. Acquire new customers. Postal databases

Successful marketing in today s challenging insurance environment. Acquire new customers. Postal databases CONSUMER INFORMATION SOLUTIONS Insurance Successful marketing in today s challenging insurance environment With more options available to your customers and more businesses competing for those customers,

More information

Predictive Customer Intelligence

Predictive Customer Intelligence Sogeti 2015 Damiaan Zwietering zwietering@nl.ibm.com Predictive Customer Intelligence Customer expectations are driving companies towards being customer centric Find me Using visualization and analytics

More information

Data Mining is sometimes referred to as KDD and DM and KDD tend to be used as synonyms

Data Mining is sometimes referred to as KDD and DM and KDD tend to be used as synonyms Data Mining Techniques forcrm Data Mining The non-trivial extraction of novel, implicit, and actionable knowledge from large datasets. Extremely large datasets Discovery of the non-obvious Useful knowledge

More information

Grow Revenues with Customer Insights that Increase Stickiness and Boost Bookings

Grow Revenues with Customer Insights that Increase Stickiness and Boost Bookings Kampyle for Travel Industry Grow Revenues with Customer Insights that Increase Stickiness and Boost Bookings Optimize performance and encourage return visits based on real-time, qualitative data Key Benefits

More information

IBM SPSS Direct Marketing 23

IBM SPSS Direct Marketing 23 IBM SPSS Direct Marketing 23 Note Before using this information and the product it supports, read the information in Notices on page 25. Product Information This edition applies to version 23, release

More information

Knowing the customer: this time it s personal. How analytics can help banks achieve superior CRM, secure growth and drive high performance

Knowing the customer: this time it s personal. How analytics can help banks achieve superior CRM, secure growth and drive high performance Knowing the customer: this time it s personal How analytics can help banks achieve superior CRM, secure growth and drive high performance Table of Contents Introduction How advanced analytics changes customer

More information

4 ecommerce challenges solved using analytics

4 ecommerce challenges solved using analytics 4 ecommerce challenges solved using analytics 4 ecommerce challenges solved using analytics Contents ONE Customer Journey Attribution TWO Valuable Customer Marketing THREE User Flow Analysis (Registration

More information

Drive Business Further Faster With RetailNext

Drive Business Further Faster With RetailNext Drive Business Further Faster With RetailNext Built especially for retailers, RetailNext is a scalable in-store analytics platform that makes it easy for you to collect, analyze, and visualize data about

More information

Pulsar TRAC. Big Social Data for Research. Made by Face

Pulsar TRAC. Big Social Data for Research. Made by Face Pulsar TRAC Big Social Data for Research Made by Face PULSAR TRAC is an advanced social intelligence platform designed for researchers and planners by researchers and planners. We have developed a robust

More information

Capturing and Leveraging Data A Key to CRM Success 10.17.13

Capturing and Leveraging Data A Key to CRM Success 10.17.13 Capturing and Leveraging Data A Key to CRM Success 10.17.13 A series of CRM webinars Brought to you by 2 SPEAKER MARK JOHNSTON SVP/Strategy, CRM & AnalyIcs GlynnDevins 3 What we ll cover today v Capturing

More information

Analytics for cross-channel campaigns

Analytics for cross-channel campaigns Analytics for cross-channel campaigns Contents Introduction Introduction 3 Personalizing the interactions 4 What are the different types of analytics? 5 Measurement and insight 5 Segmentation 6 analytics

More information

Leveraging Data the Right Way

Leveraging Data the Right Way Leveraging Data the Right Way Use It or Lose It Unless organizations use information to drive action, Big Data or any data is more of a liability than an asset. The bottom line: Just get started. Here

More information

Improve Satisfaction, Loyalty and Retention. Identify and Optimize Factors that Drive Satisfaction for Real Business Impact

Improve Satisfaction, Loyalty and Retention. Identify and Optimize Factors that Drive Satisfaction for Real Business Impact Improve Satisfaction, Loyalty and Retention Identify and Optimize Factors that Drive Satisfaction for Real Business Impact Key Benefits Improve customer service and experience Measure and improve NPS Measure

More information

IBM SPSS Direct Marketing 22

IBM SPSS Direct Marketing 22 IBM SPSS Direct Marketing 22 Note Before using this information and the product it supports, read the information in Notices on page 25. Product Information This edition applies to version 22, release

More information

Progressing up the Marketing Sophistication Curve SM. Strategic consulting programs

Progressing up the Marketing Sophistication Curve SM. Strategic consulting programs Progressing up the Marketing Sophistication Curve SM Strategic consulting programs Customer knowledge Your customers are savvier than ever and expect authentic conversations wherever and whenever they

More information

ANALYTICS. Acxiom Marketing Maturity Model CheckPoint. Are you where you want to be? Or do you need to advance your analytics capabilities?

ANALYTICS. Acxiom Marketing Maturity Model CheckPoint. Are you where you want to be? Or do you need to advance your analytics capabilities? ANALYTICS Analytics defined Analytics is the process of studying data to identify potential trends, evaluate decisions, or assess the performance of a tool, event, or scenario. The process should include

More information

hybris Solution Brief Hybris Marketing Market to an Audience of One

hybris Solution Brief Hybris Marketing Market to an Audience of One hybris Solution Brief Hybris Marketing Market to an Audience of One People are intuitive. A shop owner can meet a customer and immediately pick up on explicit and implicit cues that signal intent: What

More information

An Executive Primer To Customer Success Management

An Executive Primer To Customer Success Management A Forrester Consulting Thought Leadership Paper Commissioned By Gainsight April 2014 An Executive Primer To Customer Success Management Table Of Contents We Live In A Subscription Economy Learn To Manage

More information

Lifecycle Email Marketing YOUR TOP LIFECYCLE EMAIL MARKETING QUESTIONS ANSWERED

Lifecycle Email Marketing YOUR TOP LIFECYCLE EMAIL MARKETING QUESTIONS ANSWERED Lifecycle Email Marketing YOUR TOP LIFECYCLE EMAIL MARKETING QUESTIONS ANSWERED Lifecycle Email Marketing Your Top Lifecycle Email Marketing Questions Answered Lifecycle marketing is changing the way companies

More information

5B OTTOM LINE F INDING THE I MPACTING GEMS HIDING IN YOUR DATA. Maximize the ROI of your next campaign with the data you already have.

5B OTTOM LINE F INDING THE I MPACTING GEMS HIDING IN YOUR DATA. Maximize the ROI of your next campaign with the data you already have. F INDING THE 5B OTTOM LINE I MPACTING GEMS HIDING IN YOUR DATA BROUGHT TO YOU BY Maximize the ROI of your next campaign with the data you already have. 38 % O F MARKETERS RAN CAMPAIGNS WITH THREE CHANNELS

More information