CONTEXT-BASED MARKETING

CONTEXT-BASED MARKETING CUSTOMER EXPERIENCE MANAGEMENT LINKED TO CUSTOMER S EVERYDAY LIFE Vaia Tziagka Customer Intelligence Domain Expert SAS Greece, Cyprus, Bulgaria

AGENDA CONTEXT-BASED MARKETING 1 The concept: Contextual Marketing 2 Requirements: What does it take? 3 Implementation: From Theory to Practice 4 Why SAS: Software & Technology

MARKETING BUZZWORD CONCEPT RELATION Context-Based Marketing

MARKETING TODAY LINEAR CAMPAIGN MANAGEMENT Business Campaigns Customers Strategy Planning Analytics Design Execution Campaign Success

UNDERSTAND THE CONTEXT CAPTURE BEHAVIOUR DATA IN REAL-TIME Customer Profile What they buy Who they are Their potential How they transact Their value How they interact Who they know What they feel and say Their loyalty Behavior-based real-time data

INTERACTION PRACTICAL EXAMPLE 1.1 - BANK CUSTOMER

INTERACTION PRACTICAL EXAMPLE 1.2 - BANK CUSTOMER

INTERACTION PRACTICAL EXAMPLE 2.1 - MOBILE CUSTOMER

INTERACTION PRACTICAL EXAMPLE 2.2 - MOBILE CUSTOMER

WHAT PROVIDES CONTEXT? THE 5 "FORCES" ACCORDING TO SCOBLE & ISRAEL #1 #2 #3 #4 #5 Sensors (ibeacons, Smart Beacons, RFID, NFC in Smartphones) Location Social Media (Facebook, Twitter, Tumblr,...) (Big) Data Wearable computing (smart watch, google glasses)

MARKETING THE 3 KEY DIMENSIONS Customer life cycle Products/Services Ownership Purchase History Customer Relationship Context Is the support of this company relevant in the near future? Personal Context Is this important to me in life? Web search Visit to webpage Purchase Call to Call-Center Weather Location Real-Time Context - Situation Is there something I need right now? Preferences Attitudes Social Connections Lifestage Area of Residence Expressed needs

INTERACTION GET THE ONLINE DATA Web Visitor Online Data Mart Off-site messaging Data Hub Data Collection Transformation Analytics and Reporting Company Data CRM ERP Real time state On-site messaging Customer Support

INTERACTION GET THE ONLINE DATA Web Visitor Online Data Mart Off-site messaging Data Hub Data Collection Transformation Structured Data Unstructured Data Analytics and Reporting E-Mails Call Reports Real time state On-site Social Media Reviews messaging Company Data CRM ERP Customer Support

INTERACTION STRUCTURE UNSTRUCTURED DATA IN THREE STEPS 1 Collection of Texts (E-Mails, Call-Tracks ) E-Mails Call Reports Social Media Reviews 2 Semantic Rules: Analyze and Categorize Statements 3 Sentiment-Analysis: Positive, Negative, Neutral Moods

TEXT MINING WITH SAS PROCESS EXAMPLE Data & Sampling Text Analytics Model Testing Model Assessment & Scoring

SENTIMENT/ TONALITY IN TEXT TEXT EXAMPLE Thanx, keep up the good work. Yes I was though I think I shouldn t have spent an hour in a long queue because of only 2 tellers working. we are waiting 3 days for a call back after R10k withdrawn...lovely!!! Then I don't know how else to say it except I hate it. And I love hating it. What is the interest rate?

CUSTOMER INSIGHTS TODAY CLOSING THE GAPS A customer-centric perspective What they buy Who they are Their potential requires merging all existing sources: How they transact Their value internally and externally online and offline structured and unstructured How they interact Who they know What they feel & say Their loyalty

CUSTOMER INSIGHTS TODAY THE NEW 360 VIEW OF THE CUSTOMER Customer life cycle Products/Services Ownership Purchase History Web search Visit to webpage Purchase Call to CC Weather Location Customer Relationship Context Is the support of this company relevant in the near future? How they transact What they buy How they interact Who they know Who they are What they feel & say Their potential Real-Time Context - Situation Is this something I need right now? Their value Their loyalty Personal Context Is this important to me in life? Preferences Attitudes Social Connections Lifestage Area of Residence Expressed needs

MARKETING STRUCTURE IN 4 STEPS 360 -Integration of Customer Insights Assign Context to Customer Selection of Actions and Offers 1 2 3 4 Decisions by set of Rules

MARKETING STEP 1: CONSTRUCTION OF AN INTEGRATED CUSTOMER VIEW 360 -Integration of Customer Insights Assign Context to Customer Selection of Actions and Offers 1 2 3 4 Decisions by set of Rules What they buy Who they are Their potential How they transact Their value How they interact Their loyalty Who they know What they feel & say

MARKETING STEP 2: ALLOCATE CONTEXT TO CUSTOMER 360 -Integration of Customer Insights Assign Context to Customer Selection of Actions and Offers 1 2 3 4 Decisions by set of Rules Transactions Ranking Collection or credit risk Unresolved complaint case High risk of churn. Mortgage loan close to expiration Financial plan close to goal achievement Open an account. Customer acquires home University degree / career start. Other 1 2 3 4. 5 6 7 8 9 10 11 n

MARKETING STEP 3: RELEVANT ACTIONS AND OFFERS 360 -Integration of Customer Insights Assign Context to Customer Selection of Actions and Offers 1 2 3 4 Decisions by set of Rules Transactions A B C D n Actions Ranking Collection or credit risk Unresolved complaint case High risk of churn. Mortgage loan close to expiration Financial plan close to goal achievement Open an account. Customer acquires home University degree / career start. Other 1 2 3 4. 5 6 7 8 9 10 11 n Y Y N Y N N N N Y N N N Y Y Y Y Y Y N N Y Y Y Y Y N Y N Y N Y N N N Y Y N Y Y N Y Y Y Y N N N N N Y N Y N N Y A B C D n Loan will expire. Invite customers for consultation Customer regularly exhausts his credit limit. Offer consumer credit. Customer is relocating. Service call to clarify any financial needs. Competitors, to which the customer is financing a loan, has increased interest rates. Offer integrated balance transfer financing.

MARKETING STEP 3: RELEVANT ACTIONS AND OFFERS 360 -Integration of Customer Insights Assign Context to Customer Selection of Actions and Offers 1 2 3 4 Decisions by set of Rules Ranking Transactions Collection or credit risk Unresolved complaint case High risk of churn. Mortgage loan close to expiration Financial plan close to goal achievement Open an account. Customer acquires home University degree / career start. Other 1 2 3 4. 5 6 7 8 9 10 11 n A B C D n Y Y N Y N N N N Y N N N Y Y Y Y Y Y N N Y Y Y Y Y N Y N Y N Y N N N Y Y N Y Y N Y Y Y Y N N N N N Y N Y N N Y

MARKETING STEP 3: RELEVANT ACTIONS AND OFFERS 360 -Integration of Customer Insights Assign Context to Customer Selection of Actions and Offers 1 2 3 4 Decisions by set of Rules Ranking Transactions Collection or credit risk Unresolved complaint case High risk of churn. Mortgage loan close to expiration Financial plan close to goal achievement Open an account. Customer acquires home University degree / career start. Other 1 2 3 4. 5 6 7 8 9 10 11 n A B C D n Y Reducing Y N the Y N N Potential N N ListY N N N Y Y Y Y Y 200 Y N N Y Y Potential Y Y Y N Actions Y N Y N Y N N N Y Y N Y Y N Y Y Y Y N N N N N Y N 10 Yeligible N Actions N Y

MARKETING STEP 4: DECISIONS AND MANAGEMENT 360 -Integration of Customer Insights Assign Context to Customer Selection of Actions and Offers 1 2 3 4 Decisions by set of Rules Transactions A B C D n Action Selection Ranking Collection or credit risk Unresolved complaint case High risk of churn. Mortgage loan close to expiration Financial plan close to goal achievement Open an account. Customer acquires home University degree / career start. Other 1 2 3 4. 5 6 7 8 9 10 11 n Y Reducing Y N the Y N N Potential N N ListY N N N Y Y Y Y Y 200 Y N N Y Y Potential Y Y Y N Actions Y N Y N Y N N N Y Y N Y Y N Y Y Y Y N N N N N Y N 10 Yeligible N Actions N Y Calculate the potential value of all eligible actions Probability Value x x Priority Execution of the Action (inbound or outbound)

AGENDA CONTEXT-BASED MARKETING 1 The concept: Contextual Marketing 2 Requirements: What does it take? 3 Implementation: From theory to practice 4 Why SAS: Software & Technology

MARKETING WITH SAS SOLUTION CONCEPT - THE MARKETING DECISION HUB Marketing campaigns Service-Activities Sales programs Regular communications Contact strategies CUSTOMER DECISION HUB Priorities Strategic decisions Contact rules Constraints Channel/Budget restrictions Analytical models Events, Trigger Transactional data Potentials, Risk History

SAS CUSTOMER DECISION HUB Actions Rules Scenarios Design Campaigns and Define Selections Centrally Manage Rules and subconditions Real-Time Customer Interactions management

SAS CUSTOMER DECISION HUB EXECUTION OF CUSTOMER INTERACTIONS Simple and Intuitive Usage

SAS CUSTOMER DECISION HUB THE SOLUTION FOR INTEGRATED MARKETING MANAGEMENT Context-based Marketing requires Big Data Analytics!! SAS is YOUR PARTNER If you want to reach your customers reliably and at any time, across all channels, at each contact point of the customer journey.

Thank you! Vaia Tziagka Customer Intelligence Domain Expert SAS Greece, Cyprus, Bulgaria E-mail: vaia.tziagka@sas.com Twitter: @TziagkaVaia sas.com