Module One: Connected CRM and Big Data. What it really means for marketing

Transcription

1 Module One: Connected CRM and Big Data What it really means for marketing 1

2 The path to purchase sets the stage for our technology challenges Newer channels outpace traditional channels Insurance Avenues of Research Investment Avenues of Research Received mail at home from insurance co. 45% Read magazine articles about the product 36% Saw ads on TV 42% Read newspaper articles 36% Read and received from an insurance co. Noticed ads while browsing online Read magazine articles about the insurance policy / co 39% 32% 29% Read and received from a financial services organization Received mail at home from a financial services organization Searched online with a search engine 29% 28% 60% Searched online with a search engine 75% Sought info from an financial services organization website 49% Comparison shopped rates online 64% Talked with friends / family 48% Talked with friends / family 60% Read reviews about the product / company online 39% Sought info from an insurance co. website Read reviews about the policy / company online 53% 40% Read comments following an article / opinion piece online Comparison shopped investment firms online 30% 27% Talked to a customer service rep online 36% Talked with a financial services organization in-person 46% Talked with a customer service rep on the phone 60% Talked with a customer service rep on the phone 31% Talked with a customer service rep on in-person 53% Read brochure / pamphlet in a financial services organization office / location 31% 2

3 So, who are the players on this stage? Big Data Known & Unknown Identities Omnichannel Execution Immediate Interactivity 3

4 Intelligence not data will be the difference between success and failure. Velocity Variety There is a little phenomenon called Big Data by some estimates humans are creating 200 exabytes of information per year Volume 4

5 Data & Technology Complexity How does Big Data and touchpoint expansion affect us? Our ability to detect and capture human behavior has exploded. As the number of addressable touchpoints increases, the complexity of data and technology increases exponentially. This forces the technology pendulum to swing and it affects most areas of the marketing organization: Sciences, Communications, Technology Marketing Sciences Data Access Analysis Communication Silo d Integrated Technology Decisions Number of Addressable Touchpoints Technology Led Business Led 5

6 Big Data maturity map Level 1 Level 2 Level 3 Level 4 Level 5 Data Creation Capturing data through traditional systems only Access to website raw data Access to 1 st party social and display impressions Access to service data, mobile Access to all media/channel systems Data Storage Operational data warehouse CRM warehouse with offline storage Big Data technologies deployed Integrated Big Data CRM platform Real-time Big Data CRM platform Analytics & Processing Visualization Predictive analytics Big Data Access to inform analytics Full data asset access for consideration in analytics Real-time, omnichannel decision management 6

7 At the core: The Connected Consumer View Product LTV Segment Demographics Consolidated view of the consumer across all touchpoints Display Life Events Single repository that allows clients to analyze their programs in context of the whole picture Print Search Holistic attribution what is working and in what combination? Mobile DM &EM Multi-media, multi-channel optimization will create huge efficiencies and scale All media interactions at Individual level 7 Media Data Platform TV/Video Social Connected Recognition Consolidated view of known & unknown Site CRM Data Platform Consolidated view of prospect & customer But the data has to be there and it s BIG

8 Digital Data Integration (DDI) Where is the challenge occurring? Digital Data Integration is silo d from the traditional Customer Data Integration mechanisms Cookie Name Integrated Media Platform (DMP) IP Avatar Address Connected Recognition (cr) CRM Database (CDW) Customer Data Integration (CDI) Device Fingerprint Phone The two groups even have a problem speaking the same language. 8

9 Creating Connected Recognition by marrying traditional CDI with DDI to integrate across domains One individual gets a DM piece and passes to her spouse who then is browsing online, clicks a banner and gets a quote CRM Database Customer ID First Last Address DM Key Code Campaign ID Date Owen McCorry 123 Main St. DM /15/2011 Quote ID Date Channel First Last Address cr /30/2012 Agent nmccorry@gmail.com Nancy McCorry 123 Main St. Quote ID UID Time Event Site/Page Creative :30 PM PPC Impression Google A1 Integrated Media :10 PM Banner Impression Facebook B :25 Quote Complete Quote By integrating CRM and anonymous data, we can see the interaction effects across all media and how they impact response This process can be done across all media including display, PPC, aggregators, DM, print any media where we can tag or collect a name/address 9

10 All events can now be associated at the individual level The media assignment process aggregates all media impressions at the most granular level and assigns exposures at the individual and household level Source Data Saw display ad on facebook Facebook Match Key Assignment TV Saw :30 spot on Dancing w/ Stars Received auto offer 12/15/2011 Viewed creative A1 on CNN.com Business Week subscriber Watched Dancing with the Stars 12/17/2011 Searched on MA Auto Insurance Search DM Received auto DM offer 10

11 Then science needs to directly integrate with the execution platforms to drive targeting and optimization Targeting Levers Actions Increased frequency on Facebook Facebook Output Match File Key TV Increased GRPs in NYC DMA Increased bid amount on discount auto Search DM Purchased Time Magazine List 11

12 The biggest challenge is that each channel is uniquely complex TV Print Radio DM EM Display Search Social Mobile Agent Site CC Channel Execution Optimization Visualization Personalization Display CC Mobile 3 rd party Website Computer Telephony Integration Mobile Device Interactive Ad Expandable Ad Ad Insertion Technology External RTB Auction Ad Automatic Call Distributor / Dialers Servicing Application IVR Push Message App Services App SMS Key Word Service Internal Ad Decision Auction Campaign Management Reporting Audience Management Offer Management Workflow Management Decision Management Content Management Profile / Account Management Message Deployment Campaign Management Workflow Management Offer Management 12

13 Data To accommodate channel complexity, we need to consider a common conductor and decision services framework TV Print Radio DM EM Display Search Social Mobile Agent Site CC Channel Execution Optimization Visualization Personalization Specific Common Interactive Conductor Web Service Web Service Web Service Web Service Action Score Recommend Insights Decision Services Model Execution Rule Evaluation Machine Learning Work Flow Data Access Media Platform (DMP) crecognition CRM Database (CDW) 13

14 The AARP Member User Story Client Case Study 14

15 AARP s Vision for IMAX 360 Degree View Member Profile and Preference Centralize and consolidate the vast and varied information sets to construct and maintain a 360 view of former, current and prospective members. Expand member data to include their own personal profile and preference elections. Where not explicitly provided by the member, leverage inferred preferences. Data Quality Management Real-Time Data Access Real-Time Data Integration Personalized Messaging and Offers Accurately consolidate the varied data available to establish the record of truth as the basis for the member records. AARP and partner systems able to access member profile information to tailor communications and enrich member experience. Enable data exchange between key AARP systems and near-realtime integration with select partners and promotional systems. Promote the Segments of One goal by delivering highly relevant messages and offers based on their segment, demographic, and profile. 15

16 Phased Approach: Functionality Delivery Matrix Phase I Phase II Phase III Customer 360 Degree View Member 360 view Insight Member Integration Segmentation and Scores Transactional integration Call center / Web activities Additional Data Sources Additional Data Sources (ongoing) Data Quality Management Hygiene and Standardization Unique, persistent Keys Real-Time CDI Key mgmt Real-Time Data Access Call-center access Web access State, Local office access All Member activities All touch-point integration All Member access All Member activities Real-Time Integration Capture Member activities Call-center, Web integration Real-Time CDI Non-Member activities Real-Time Offer Management Real-Time Preference Mgmt Personalized Messaging and Next Best Offer Web services platform readiness Campaign offer readiness Campaign Integration Real-Time Offer Management Personalized Messages Preference Center ODS Integration Dynamic Member Profile and Preference Web services platform readiness Campaign offer readiness Preference center readiness Preference Center Real-Time Preference Mgmt ODS Integration 16

17 IMAX Phase I: Illustrative Use Case Phase I Phase II Phase III Couple reads article Couple reads on-line articles Bob and Trish receive hightouch interaction on web-site, where their membership tenure recognized and appreciated. Members: Bob & Trish Life Stage: Transitioning Comfortably Loyalty: New & Engaged Age: 66 & 63 Tenure: 7 years Expiring: No Donor: 9 mo. ago Advocate: Never accesses AARP.org IMAX Solution IMAX solution records site navigation information, examines member data including past offers and transactions Prepared to present article content, passes resource navigation info Receives top offer keys, maps keys to web resources and links 17

18 IMAX Phase II: Illustrative Use Case Phase I Phase II Phase III Member: Marie Life Stage: Working & On the Go Marie calls AARP Lookup Initiated with inbound phone-number Marie receives personalized offers and messaging, highly relevant to her and her inquiry to the call center. Loyalty: New & Engaged Age: 61 Tenure: 3 years Expiring: No Donor: 3 mo. ago Advocate: Never IMAX Solution Records call context information, examines member data including past offers and transactions Call center search request directed to IMAX Receives top offers and scripts for the call center rep to utilize Past offer and call center inquiry used to enhance Next Best Offer targeting 18

19 IMAX Phase III: Illustrative Use Case Phase I Phase II Phase III Mark & Barb receive AARP bulletin in mail Changes preferences: enewsletter interest in travel Mark and Barb receive highly relevant offers based on activity and profile elections Members: Mark & Barb then access their account on AARP.org Life Stage: Transitioning Comfortably Loyalty: New & Engaged Age: 65 & 57 Tenure: 2 years Expiring: No Donor: Never Advocate: Never IMAX Solution Performs real time profile updates and revises Next Best Offers Confirms changes and updates offers displayed 19

20 Thanks! Matthew Mobley SVP, Digital Marketing 20