integrated marketing analytics & data-driven intelligence

Integrated Marketing Analytics & Data-Driven Intelligence

• Bruce Swann• Manager, CI / Integrated Marketing, SAS

• Scott Briggs • Principal Solutions Architect, Customer Intelligence, SAS

• Suneel Grover • Sr. Solutions Architect, Integrated Marketing Analytics, SAS• Adjunct Professor, The George Washington University (GWU)

Module 2: Omni Channel Orchestration & Interaction

AgendaI. Operationalize digital data capture and integrationII. Data-driven, multichannel outbound marketingIII. Real-time inbound marketing and dynamic analyticsIV. Creating adaptive customer experiences

Video (Time: 0:00 – 0:51)

http://youtu.be/Y7hekVg4OwU

Think Big…

Customer Journey

RESEARCH

ARRIVE AIRPORT CHECK-IN BAG DROP WAITING TO BOARD

BOARDIN

IN FLIGHTARRIVALCOLLECT BAGGAGE

DEPART AIRPORT

PURCHASE

THE CAPTIVE CUSTOMER

The Marketers Mandate

Responsibilities

The Marketing Campaign Where are

Customer Engaging?

Integrated, multi-channel inbound/outbound conversations in real-time

Expectation

Unearth and dynamically manage insights to drive action

Expectation

Deliver relevant and engaging customer experience, across all interactions…every time.

Expectation

Identify where customers are engaging…what marketing tactics are working and driving revenue

Expectation

TheCustomer

Experience

Analytics

Today’s Landscape

EMPOWERED CONSUMERS:Proliferation of Digital Channels

EXPLOSION OF DATA:Big Data vs. Right Data

EVOLVING CMO ROLE:Dual Mindset

analytical creative

Valued Customer

Meet Jack…

Valued Guest • 44 Years Old• Wife, 2 Kids• Has a MAC, iPad

and PC• Loyalty Club for

6 months• Avg. 1.5 Stays a

Month• Often does

research on website

• Visits Site Once a Month

• Active in Social Media (influencer)

• Active in online forums

The Reality…

Marketing

Customer Journey

Guest Lifecycle

Identify Create Interest Create Desire Win-Back

RetainEngage

Build Lo

yalty Interact

Marketing No Longer Dictates the Path to Purchase…

…Being Relevant and Engaging is key!

Challenge = Opportunity

• Big Data• Silos• Empowered Customer(s)• Channel Proliferation

The Marketers Mission

• Removal and consolidation of customer data silos• Bringing together offline and online data sources• Doing more marketing with less money• Enabling marketing and communications to do more with data • Less reliance on IT department to perform data extracts• Marketing complexity expanding faster than budget

Example Guest Path

Interest Engage Monitor & RetainGrow and Delight!

Integrated Marketing Analytics

#1. DATA INTEGRATION

#3.OMNI CHANNEL

MARKETING

#4. MEASURE/ATTRIBUTE

#2.INTEGRATED ANALYTICS

Consolidate Information

#3.OMNI CHANNEL

MARKETING

Drive Value of Data

#3.OMNI CHANNEL

MARKETING

Orchestrate Next Best Action

#3.OMNI CHANNEL

MARKETING

Measure and Improve

#3.OMNI CHANNEL

MARKETING

The Messaging Mandate

Relevant and Engaging Every time!

Customer-Focused Messaging

Cross-channelIncorporate AnalyticsUnified View

Data Management

#3.OMNI CHANNEL

MARKETING

Create a Complete View of the Customer:

• Record Customer Contact History

• Incorporate Cross-Channel Usage

• Add Cross Product Behavior

Include a Complete View of the Business:

• Add Key Business Unit Activity

• Layer in Relevant Market Data

#3.OMNI CHANNEL

MARKETING

Solution Silos

Mobile

Social

DIGITAL DATAIS THERE UNTAPPED OPPORTUNITY?

Video (Time: 0:00 – 1:22)

http://youtu.be/N5WurXNec7E

The Challenge Brands Are Addressing“The capture, management, and analysis of data to provide a

holistic view of the digital customer experience that drives the measurement, optimization, and execution of marketing tactics

and business strategies.”

Progressing Towards Digital Intelligence…

How Did We Get Here?

BIG Data

Ability To Collect, Integrate, & Prepare Digital & Offline Data

With Business Context

Challenges? We Think Not…

Opportunity #1

Ability To Collect & Immediately Access

Granular Data[Addressing Latency & Tag Management]

Opportunity #2

Pre-Processing Data For Marketing

& Analytics[Adding Business

Context]

Opportunity #3

Leveraging Advanced Analytics & Marketing Automation

[Relevance & Personalization]

Where We Want To Get To…

Digital Analytic Data Mart

Digital Visitor

Dynamic Data

Collection

Data Transformation

Visual Analytics & Reporting

Predictive Marketing Analytics

Outbound MarketingInbound Marketing

Personalization

“Other” Data

DIGITAL DATAIS THERE A BETTER WAY TO COLLECT IT?

Traditional Web Analytic Tagging

1. Involves IT skills2. Requires getting

involved with your CMS/Website rollout

3. Adds weight to the page

4. Business meaning is applied at capture

5. You need to know what you want upfront

6. Missed tag, missed data

Digital Data Collection at the browser level by adding one insert, that never changes, to each page of your site, mobile app, or social media brand page:

Dynamic content recognition Automatic collection of ALL activity (Subscriber or Anonymous) Highly accurate granular data - timed to the millisecond Choose to collect the level of detail to meet your PII Policy

GLOBAL TAGGING

DATA COLLECTION DEMONSTRATION

Demo:Browser

Demo:Events

DIGITAL DATATRANSFORMATION INTO BUSINESS-READY

INFORMATION

DEALING WITH DIGITAL DATA COMPLEXITY

Automated Data PreparationData Integration

Data QualityData Governance

CUSTOMER LEVEL BUSINESS CONTEXT

Customer (name, email, account id, etc.)

Visitor (Online ID) Visitor (Online ID)

Session 1 Session 2 Session 3Session 2Session 1 Session 3 Session 4 Session 5

THE DECISION YOU MAKE AS AN ORGANIZATION

Digital Analytic Data Mart

Digital Visitor

Dynamic Data

Collection

Data Transformation

“Other” Data

If you succeed, you land here…and that opens the door to:

Data Management

Structure & Unstructured

Big Data

Who knows how to

leverage?

• Last open date• Forward to a friend

• Visit recency• Abandoned cart

• SMS response• Poll response

• Network membership• Number of friends

Data Hub

1 2 3Source Data Merge/Purge/Cleanse Make accessible/actionable

Consumer Data

Ann and Jack Smith

280 King St., Denver, CO

btSmith@outdoor.com CutID = 99-1234567

P&O_ID=977, CMR_ID=334, DW_ID=99, CC_ID=55

CRM CMS

DataWarehouseCall Center

Data Hub

Ann Smith (ID=55)

280 King St., Denver, CO (406) 363 4424

Jack T. Smith (PatronID=99)

Denver, CO

btSmith@outdoor.com

Jack Thomas Smith (ID=334)

280 King St., Denver, CO 80236

bSmith@outdoor.com

Jack Smith(ID=99)

Denver, CO

PatronID = 99-1234567

Ann Smith (CookieID=99xyz123)

annie@outdoor.com

Online/Offline Profile

E-MailBehavior Account

Attract visitor

Track across sessions

Browsing Behavior

Clustering

Product linking (nearness)

Customer Insight

Browse

Segmentation

More effective targeting

Frequency of visits

Engagement Level

Shopping Behavior

Customer Behavior

Customer Value (RFM)

Predictive Insight (Churn/Opportunity)

Lifecycle and Lifestyle

Customer as partner/promoter

Cookie Sessions Online Segment User IDGeo

1 2 . . . n Browser owencox01

Visitor Profile

Young Prof Owen.Cox@sas.com

EmailProductAffinity

Sale Gadgets

Hi/Promo

Better Informed Decisions

Aligns marketing strategy with how online consumer behave• Ex. Stop sending a winback email to a customer who was just onsite

Reveals behaviors across online media to discover new marketing opportunities• Ex. Expand marketing reach by tapping into customers with large social

influence

Enables more efficient marketing processes by leveraging technology to execute messaging• Ex. Use triggered messaging functionality to reduce dependency on

human resources

Starting Point

Start with a simple, phased approach:• Digital • Email• Mobile CRM• Social Media

Use marketing initiatives to encourage “identifiable” customer integration events• Integrate Social/Mobile/Web• Onsite registration/Opt-in• Email click• Online purchase• Product review

Integrated Analytics

#3.OMNI CHANNEL

MARKETING

Create Insight

• Define Business Value Drivers

• Profile and Model Customers

• Calculate Customer Profitability

• Forecast Customer Behavior and Potential

Visualize and Act on Insights

• Segment Customers and Markets

• Isolate Trends and Opportunities

• Layer in Relevant Market Data

#3.OMNI CHANNEL

MARKETING

Operationalizing Analytics

Introduction

Growth

Maturity

FaderSignificant

Opportunity

Inform Persuade Remind Retain

Operationalizing AnalyticsThe Life Cycle

Acquisition Development Retention Churn/ Win-back

Decisions points during Acquisition:

• Customer looking at website, exploring, comparing pricing, etc…

• Predict next best action, likelihood to respond

• Evaluate product Bundles

gin Decisions points during Relationship Development:

• Customer engages, books initial trip, customer service, call routing, inquiry handling

• Recency, Frequency, Monetary

• Cross & Up-sell, Next Best Offer

• Dynamic website experience & web self-service

Decisions points during Retention:

• Customer comparing options, complaints, less frequent/recent, value dropping

• Targeted Retention Activities

• Next Trip Pricing, Discounting & Bundling

• Reactive Retention

Decisions points during Churn/Win-back:

• Customer activity drops (web, play, visits, stays, etc.)

• Win-back Discount and Bundling Pricing

• Trigger campaigns for future reacquisition

HARNESSING DATA USING PREDICTIVE ANALYTICS

Video (Time: 0:00 – 2:20)

http://youtu.be/BjznLJcgSFI

Predictive Marketing Analytics

OtherEDW SocialCRM Digital Mobile

Data Sources

Data Management

Analytics

DataQuality

DataIntegration

DataModel

Data Governance

Analytic Segmentation

PredictiveModeling

Analytic Data VisualizationForecasting

Advancing Predictive Marketing

Decision Trees, Regressions, and Neural Networks

Association / Sequence (Acquisition / Cross-sell)

Survival Analysis (Retention / Churn)

Two-Step & Ensemble Models

Clustering (Proprietary Segmentation)

HARNESSING ONLINE & OFFLINE DATA RAPID PREDICTIVE MODELING DEMO

Analytics on Email Data

#3.OMNI CHANNEL

MARKETING

High Level Segmentation

New 5 %

Inactive 30 %

Opener 30 %

Clicker 15 %

Social Email Sharer

Total 100%

Email Behavioral Segmentation

Definition %

Potential New and Inactive (<1 Month) 5%

Newly Engaged New opener and clicker (< 1 Month) 7%

Up and Comers Consistent opener and clicker (2-4 Months)

Highly Active Long term opener and clicker (6+ months)

Declining Interest Lapsed opener, clicker (2-4 Months) 10%

Bored Inactive (2-4 Months), Lapsed opener

Asleep Inactive (6+ Months) 30%

Behaviorial Segmentation

Objectives:To identify customer segments which are most likely to response positively to a specific campaign or marketing actions.

Considerations: Not all customers may be considered for a specific marketing program/campaign Each customer may fall into many different segments Useful and actionable segments

Key Attributes: Trip Data Play Data Value Tier RFM Age Gender Demographics

Mobile Subscriber Socially Active Online RFM

Targeting Segmentation

Lifecycle Stage Messaging TacticsNew Customer • Welcome email to introduce products / services in order to solidify the relationship and

reinforce brand messaging • Thank you email with special new customer offer

Conversion / Lead Nurturing

• Automated messaging based on customer opt-in by product / topic / alerts (e.g. sales event) with goal to convert to buyer

• Sequenced messaging for lead nurturing (B2B, or considered purchase products: insurance, investments, automobile) that nurtures customer through a buying process

Transaction Event / Web Visit

• Post purchase / registration confirmation email • Re-marketing message based on abandoned shopping cart / registration process via

Customer Experience Analytics / or Web Analytics integration• Leverage recent web visitor activity (e.g. pages / content viewed) to optimize email content

and targeting

Grow and Retain • Cross-sell / Up-sell messages based on customer interests / recent activity / lifestyle interests• New product announcements / special events (e.g. sales, seasonal promotions)• Triggered messages based on recent activity on website or purchase (e.g. website or store)• Multi-wave campaigns for event or hospitality stays (e.g. pre-stay, post-stay surveys)• Post event follow up (e.g. customer satisfaction surveys after event such as purchase, paid

insurance claim, or store visit)

Engagement / Loyalty

• Recurring Newsletters (e.g. monthly / quarterly)• Loyalty program statements / reward levels & perks• Hurdle promotions and threshold incentives (e.g. buy x, to get y)• Social Media promotions and contests (e.g. facebook brand pages / twitter)

Winback • Reactivation programs / messages to reactive lapsed customers• Subject line tests or content tests for lapsed customers

Leverage Email Segments to improve outbound email targeting and tactics

Online/Offline Profile

E-MailBehavior Account

Attract visitor

Track across sessions

Browsing Behavior

Clustering

Product linking (nearness)

Customer Insight

Browse

Segmentation

More effective targeting

Frequency of visits

Engagement Level

Shopping Behavior

Customer Behavior

Customer Value (RFM)

Predictive Insight (Churn/Opportunity)

Lifecycle and Lifestyle

Customer as partner/promoter

Cookie Sessions Online Segment User IDGeo

1 2 . . . n Browser owencox01

Visitor Profile

Young Prof Owen.Cox@sas.com

EmailProductAffinity

Sale Gadgets

Hi/Promo

Analytical Marketing Strategy

Define Marketing Objectives and Strategy

Develop Segmentation

Predictive Modeling

Customer Contact Strategy

Optimization Strategy

Marketing Performance

Omni Channel Marketing

#3.OMNI CHANNEL

MARKETING

Create and Automate Customer Interactions

• Define Desired Customer Experience

• Set Business & Customer Thresholds

• Identify Relevant Service and Offers

• Execute Outbound Multi-channel

Interactions

Integrate Predictive Analytics Into Campaigns

• Optimize Interactions and Investments

• Score for predicted behavior within a

campaign

#3.OMNI CHANNEL

MARKETING

Multi-channelMarketing

“Marketers are aggressively shifting budget to digital media and seeing interactive as more effective than traditional efforts. They look now to campaign management applications that enable them to act on and react to empowered customers rather than just integrate

more channels.”

Messaging Mandate Customer-focused

messaging drives more customer engagement, more relevant messages/content and higher marketing ROI.

Key enablers:• Single View• Reduce Silos• Real-time Decisions• Analytics

Is Outbound Still Relevant?

Example Re-Engagement

Email Message 1 Engage?

Website Message 1

No Site Visit? Mobile?

Mobile Message 1

Email Message 2 Engage?

Email Trigger

Email Trigger Engage?

Mobile Trigger

Email Trigger

Yes Yes

Email Message

Mobile Message

Website Message

Multi-channelMarketing

2. Request sent via web

service

ApplicationsWeb sites, call center,

terminals

1. Request a decision utilizing data about the

customer captured in real-

6. Receive decision and take action while the customer is still

engaged

5. Return decision

Decisions in Real-time…

3. Execute a decision process

4. Make a decision using business rules, analytics, & a comprehensive view

Other data

Real-time analytics

Decisioning Delimma

Offers and Marketing Content

Channels Customers

Maximize economic outcomes by solving the offer assignment problem while considering…

Call Center Capacity

MinimumMail Run

Budgets

Contact Preferences

Lifestyle Needs

Product Targets

Rules & Constraints

I just moved up

a tier…

I just booked a

trip…

Can only make 1

contact a month…

Email Only Please!

Using website, email, mobile, survey and social data to drive email content

Optimized ResultsReturn-trip Propensity Model

Targeted Messaging1 2

Increase Opens

Increase Conversions

Increase VirilityTargeted Offers

Analytically Driven Content

Engagement (Social/Mobile)

Email & Mobile activity Online behavioral data Social profile Preferences

Personalization

Integrate Social, Mobile and Email Behavioral Data

0 1 2 3 4 5 6 7+

# of Social Networks

Social Participation

Social Network Engages

Social | Email Influencers Create Friend-centric

Message

0 1 2-3 4-10 11-19 20+

# of Friends

Social Reach

32%28%

Inactive Opener Clicker

Email Activity Segments - 20+ Friends

Increase Engagement Across Email, Then All Channels

Website Visitor Analysis

Targeted Email Collection Content

Use Online Behavioral Data

Targeted Offers

Analytically Driven Content

Engagement (Social/Mobile)

Personalization

Online Behavioral-Driven Content

Evolve to Marketing Programs

• Series of communications designed to influence customer behavior• Implemented over time via multiple campaigns.• Leverage technology to be scalable, repeatable

Signup Confirm/Welcome

Register on Site Itinerary Page

Travel Planning

Nightlife Information

Shows Planning

Events Planning

Reg on Site?

Booked Travel?

Purchase

Email Intro Series

To Newsletter

To Purchase Trigger

1 2 3 4 5 6 7

Engaged? Yes

Hotel Planning

Current Deals Parks Planning

Engaged?

Engagement Trigger

To Engage Stream

Guest Intelligence Lifecycle

Welcome Message(s)

Re-Activation SMS/Email

Win Back Message/Offers

Acquisition Development & Engage Retention

Win Opt-in & Conversion

Promotional Messages

Interaction Analyze Analyze AnalyzeInteraction Interaction

Guest Intelligence Lifecycle

Acquisition Development & Engage Retention

Improve Impact and Performance

#3.OMNI CHANNEL

MARKETING

#3.OMNI CHANNEL

MARKETING

#3.OMNI CHANNEL

MARKETING

Measure Results

• Automate the measurement process

• Track the performance of campaigns

• Monitor key performance indicators

around customersLeverage Knowledge Across Business

• Refine business actions using automated

tools based

• Distribute information in a consumable

manner to stakeholders

How Do We Get There?

#3.OMNI CHANNEL

MARKETING

#3.OMNI CHANNEL

MARKETING

#3.OMNI CHANNEL

MARKETING

2. Integrated Marketing Analytics

1. Data Management

3. Multi-Channel Marketing

4. Customer Optimization

5. Real-Time & Digital Analytics

• Consolidating robust information

• Collect guest behaviors & preferences

• Single version of truth

• 360 view of customers, brands & market

• Unearthing insights & patterns

• Data mining & analytics

• Understanding customer & business value drivers

• Measuring outcomes

• Leveraging insights

• Developing & executing customer-centric interactions

• Outbound & Inbound

• Automate

• Planning optimal customer interactions

• Maximizing customer engagement and biz ROI

• The next best offer by channel for each customer

• Real-time Decisions

• Collect, analyze and leverage online behavior

• Social Media Analytics

• Create online profile

LET’S IMAGINE A FEW BUSINESS USE CASES…

Prospect Visits Website Explores Pricing Explores

Registration

CONFERENCE PROSPECT: ACQUISITION

CONFERENCE PROSPECT: OUTBOUND MARKETING AUTOMATION

Explores Registration

Trigger Outbound Marketing Campaign

CRM Data

On Line Behavior

Enrichment Data

Advanced Analytics & Scoring

Prospect Visits Website Explores Pricing Explores

Registration

CONFERENCE PROSPECT: UPSELL / CROSS SELL

Prospect Returns Two Hours Later

CONFERENCE PROSPECT: INBOUND MARKETING AUTOMATION

Prospect Ends Session

Create Real-Time Trigger (Inbound)

CRM Data

On Line Behavior

Enrichment Data

Advanced Analytics & Scoring

Prospect Returns Two Hours Later

Personalize Website Experience

Targeted Personalization

CASE STUDIES

Video (Time: 0:00 – 1:22)

http://youtu.be/8mzF7DOzmiA

Video (Time: 0:00 – 1:22)

Questions?

Sunday Morning Preview

Marketing Operations Management 1. Integrate your marketing process management

activities2. Control the management and distribution of

marketing programs and workflows

integrated marketing analytics & data-driven intelligence

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