customer experience analyticsanalytically defined an attractive segment to target 2. exported that...
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C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
CUSTOMER EXPERIENCE ANALYTICS
ANALYTICS-DRIVEN DECISIONS FOR MODERN MARKETER
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
CUSTOMER
ANALYTICS MAIN OBJECTIVE
Targeted Marketing /
Customer Acquisition Customer Segmentation
Cross-sell/Up-sell
Market Basket Analysis
Retention / Attrition
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
CUSTOMER
ANALYTICS ANALYTIC SEGMENTATION & CAMPAIGN TARGETING
Customer Group C
Low value, low income Customer Group A
High value, high income, no
dependents
Customer Group B
Average income,
short customer lifetime
Business Question:
What if we could identify
online consumer behavior trends
that increased the probability of a
business conversion/transaction
rates? (using a exploratory
predictive model rather than
subjective business rules)
Could we create a data-driven
campaign list for marketing to
execute on?
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
What to measure?
Interest Indicator
Category Data Elements
If They Viewed A Webpage
Related To A Product, Then
We Assume There Is
Interest In That Specific
Content
Visitor Engagement
Index/Points
Online Visitor’s Depth of
Engagement During
Website Visit.
Engagement Is Defined
As # of Pages Viewed,
and Active Time Spent On
Site – Higher Scores
Indicate More
Engagement
Visit Flag Measure Data
Elements
Online Visitor’s Originating
Traffic Source Prior To
Landing At Website
Target Indicator
Website conversion
1 = Convert
0 = Non-convert
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
CUSTOMER
EXPERIENCE
ANALYTICS
TARGETED MARKETING METHODOLOGY: PREDICTIVE
ANALYTICS
Non-Convert
Convert
TARGET
Interest Indicator Category
Data Elements
Visitor Engagement
Index/Points
Visit Flag Measure Data
Elements
TO PREDICT
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
CUSTOMER
ANALYTICS ASSIGNING TARGET VARIABLE
10% Website Conversions
90% Website Non-Conversions
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
CUSTOMER
ANALYTICS
ASSIGNING PREDICTORS: WHAT UNIQUE DIGITAL CONSUMER
BEHAVIORS PREDICT BUSINESS CONVERSIONS? (PART 1)
Select All Six
Interest_Ind
Category Data
Elements &
Assign As
Predictors
Predictors
Represent
Online
Visitor’s
Contextual
Interest In
Different
Products
If They
Viewed A
Webpage
Related To A
Product,
Then We
Assume
There Is
Interest In
That Specific
Content
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
CUSTOMER
ANALYTICS
ASSIGN MORE PREDICTORS: DO CERTAIN DIGITAL CHANNELS RECRUIT
MORE VALUABLE PROSPECTIVE TRAFFIC TO OUR WEBSITE? (PART 2)
Select All Seven
Visit_Flag
Measure Data
Elements &
Assign As
Predictors
Newly
Added
Predictors
Represent
Online
Visitor’s
Originating
Traffic
Source Prior
To Landing
At Website
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
CUSTOMER
ANALYTICS
ASSIGN ONE MORE PREDICTOR: DOES A VISITOR’S LEVEL OF WEBSITE
ENGAGEMENT MAKE AN INTERACTIVE DIFFERENCE? (PART 3)
Select “Visitor_Engagement_Pts”
Newly Added
Predictor
Represents
Online
Visitor’s Depth
of
Engagement
During
Website Visit
Significant &
Non-Significant Predictors
Automatically Identified
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
CUSTOMER
ANALYTICS
ANALYTIC SEGMENT DISCOVERY #1:
ENGAGEMENT (HIGH) & ORGANIC SEARCH (Y)
If a Visitor Showcases High
Website Engagement,
Probability To Convert
Increases from 10% to 35%
If a Visitor Showcases High
Website Engagement & They
Arrived Via Organic Search,
Probability To Convert
Increases from 35% to 73%
Analytic Segment Size = ~ 2,500
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
Target ~50,000
Convert Rate 10%
Visitor Engagement (Low)
Convert Rate 5% Visitor Engagement (High)
Resp Rate 35%
CI Product Interest (N)
Convert Rate 0%
Blog Visit Flag (N)
Convert Rate 18%
CI Product Interest (Y)
Convert Rate 25% Organic Search (N)
Convert Rate19%
Organic Search (Y)
Convert Rate 70%
Other Customer Segment
Blog Visit Flag (Y)
Convert Rate 55%
CI Product Interest (N)
Convert Rate 5% CI Product Interest (Y)
Convert Rate 45%
HP Product Interest (N)
Convert Rate 60%
HP Product Interest (Y)
Convert Rate 13%
BA Product Interest (N)
Convert Rate 49%
BA Product Interest (Y)
Convert Rate 19%
HP Product Interest (Y)
Convert Rate 43%
HP Product Interest (N)
Convert Rate 56%
Target ~50,000
Convert Rate 10%
Visitor Engagement (High)
Resp Rate 35%
Organic Search (Y)
Convert Rate 70%
Visitor Engagement (High)
Resp Rate 35%
Organic Search (Y)
Convert Rate 70%
Visitor Engagement (Low)
Convert Rate 5%
CI Product Interest (Y)
Convert Rate 25%
Blog Visit Flag (Y)
Convert Rate 55%
HP Product Interest (N)
Convert Rate 60%
Organic Search (N)
Convert Rate19%
CI Product Interest (Y)
Convert Rate 45%
BA Product Interest (N)
Convert Rate 49%
HP Product Interest (Y)
Convert Rate 43%
Visitor Engagement (High)
Resp Rate 35%
Visitor Engagement (Low)
Convert Rate 5%
CI Product Interest (Y)
Convert Rate 25%
Blog Visit Flag (Y)
Convert Rate 55%
HP Product Interest (N)
Convert Rate 60%
HP Product Interest (N)
Convert Rate 56% HP Product Interest (Y)
Convert Rate 43%
HP Product Interest (N)
Convert Rate 56%
Organic Search (N)
Convert Rate19%
CI Product Interest (Y)
Convert Rate 45%
BA Product Interest (N)
Convert Rate 49%
Visitor Engagement (High)
Resp Rate 35%
Target ~50,000
Convert Rate 10%
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
Customer Segment #4
High Website Engagement
Organic Search Traffic Source
CI Product Interest (Y)
Business Analytics Interest
High Performance Analytics
Interest (Y)
Probability To Convert: 43%
Analytic Segment Size: ~ 900
Customer Segment #2:
Low Website Engagement
CI Product Interest (Y)
Blog Traffic Source (Y)
High Performance Analytics
Interest (N)
Probability To Convert: 60%
Analytic Segment Size: ~ 1,300
Customer Segment #3
High Website Engagement + Organic Search Traffic Source (N) +
CI Product Interest (Y) + Business Analytics Interest (N) + High
Performance Analytics Interest (N)
Probability To Convert: 56% Analytic Segment Size: ~ 850
Other Customer Segment
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
CUSTOMER
ANALYTICS
ANALYTIC SEGMENT SELECTION
NEXT STEP: GENERATE MARKETING LIST
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
CUSTOMER
ANALYTICS COUNCLUSIONS
• In just a few steps, we:
1. Analytically defined an attractive segment to target
2. Exported that segment into a marketing list that can be used for outbound or
inbound marketing
• Remarketing, email, display, etc.
• Decision trees and analytical marketing is unique!
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed . www.SAS.com
TERIMA KASIH
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
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