leveraging marketing analytics to improve customer experience

Copyr i g ht © 2012, SAS Ins t i tu t e Inc . A l l r ights reser ve d .

LEVERAGING ANALYTICS TO IMPROVE

CUSTOMER EXPERIENCE

BRIAN VELLMURE - @BRIANVELLMURE

WILSON RAJ - @WILSONRAJ

#SASCI


#SASCI


POLL QUESTION

#1 ANALYTICS MATURITY IN IMPROVING CXP

A. Early: We’re just beginning our journey.

B. Basic: We’re using basic analytics on customer data

e.g. customer interactions/transaction data, and review

reports quarterly/annually.

C. Advanced: We’ve consolidated a near real-time

dashboard of multiple sources of internal and external

data, and use it to adjust/respond to customer

preferences on at least a quarterly basis.

D. Cutting edge: We’re leveraging real-time analytics

on unstructured and unstructured data across most

channels to dynamically impact our customer

interactions and offers in near real-time.

How would you

rate your

organization’s

maturity in

leveraging

analytics to

improve the

customer

experience?

#SASCI


#SASCI


POLL QUESTION

#2 MERGING EXISTING DATA WITH NEW SOURCES

A. Social Media

B. Other digital unstructured data

C. External structured data

D. Sensor data

E. RFID data

F. Geo-location data

G. Audio data

H. Video data

I. Image data

If you could gain

access to and

merge your

existing data with

just one of the

following data

sources by the end

of the year, which

would you choose?

#SASCI


#SASCI


WAYS TO GET STARTED …

ANALYTICS-POWERED CUSTOMER EXPERIENCE


BUSINESS IMPACT CUSTOMER EXPERIENCE & FINANCIAL IMPACTS

#SASCI

@wilsonraj


CUSTOMER LIFE

CYCLE NOT THE TRADITIONAL FUNNEL …

Source: McKinsey’s The Consumer Decision Journey

#SASCI

@wilsonraj


CUSTOMER LIFE

CYCLE DIFFERENT CONTEXT FOR CUSTOMER & FIRM

Source: Forrester Research

#SASCI

@wilsonraj


CUSTOMER VALUE ALIGNMENT ACROSS THE CUSTOMER JOURNEY

Source: Forrester Research

#SASCI

@wilsonraj


POLL QUESTION

#3 YOUR MARKETING PRIORITIES FOR CXP

A. Discover: word of mouth, advertising, distribution,

etc.

B. Explore: content placement, test campaigns,

package design, etc.

C. Buy: site/store design, pricing/promos, campaigns,

merchandising, etc.

D. Engage: Communities, loyalty programs, re-

marketing, support, etc.

What phase of the

customer journey

as you prioritizing

as the focus area

for customer

experience?

#SASCI

@wilsonraj


ANALYTICS & CXP ANALYTICS IN CUSTOMER JOURNEY – DISCOVER

Customer

Journey Stage

Goal Analytics

DISCOVER Profile customers Segmentation

Evaluate

prospects

Lead scoring

Reach right

prospects

Acquisition models

#SASCI

@wilsonraj


ANALYTICS & CXP ANALYTICS THE CUSTOMER JOURNEY – EXPLORE

Customer

Journey Stage

Goal Analytics

EXPLORE Analyze customer

response

Offer/contact

optimization

Optimize

marketing mix

Marketing mix

modeling

Test marketing A/B, multivariate

testing

#SASCI

@wilsonraj


ANALYTICS & CXP ANALYTICS IN THE CUSTOMER JOURNEY – BUY

Customer

Journey Stage

Goal Analytics

BUY Predict future

behavior

Propensity models

Target accurately Segmentation,

valuation models

Personalize

marketing

Next best action

models

#SASCI

@wilsonraj


ANALYTICS & CXP ANALYTICS IN THE CUSTOMER JOURNEY – ENGAGE

Customer Journey

Stage

Goal Analytics

ENGAGE Expand breadth of

customer interactions

Cross-sell/upsell

Increase depth of

customer interactions

Loyalty models

Incorporate customer

feedback

Voice of customer

analysis

Manage customer

attrition/defection

Churn/attrition models

Maximize customer

value

Lifetime value models

@wilsonraj


BRAND

PERFORMANCE 4 C’S OF CUSTOMER CENTRIC BRAND

Single “experience

channel” vs. multi-

or cross-channel

#SASCI

@wilsonraj


POLL QUESTION

#4 BIG DATA AND CUSTOMER EXPERIENCE

A. All or most of the time

B. Some of the time

C. When we can

D. Not currently able to do it

Are you able to

capture structured

and unstructured

data and integrate

with your

marketing

processes?

#SASCI

@wilsonraj


DATA STRATEGY A CONNECTED STRATEGY FOR CUSTOMER EXPERIENCE

Sources: Work·Play·Experience I Forrester Blog--Kerry Bodine, April 2, 2012 | SAS

Rational needs Information,

Transaction, Service

Emotional needs Belonging, Identity, Aspiration,

Performance, Knowledge

Unstructured

Structured

Semi-structured CxP

#SASCI

@wilsonraj


INTEGRATION MAKING ANALYTICS “CUSTOMER & MARKETING AWARE”

Strategy & planning

Setting the right focus

Information & analytics

360 view with deep insights

Orchestration & interaction

Optimized multi channel execution

Customer experience

Relevance, Authenticity

#SASCI #SASCI

@wilsonraj


ANALYTICS +

CUSTOMER

EXPERIENCE

INTELLIGENT MARKETING WITH BUSINESS RESULTS

“A global retail bank cut its online media spend by 10% and increased target audience numbers by 500%”

MEDIA EFFECTIVENESS

Acquisition “We measured a twofold improvement in customer engagement in just 3 months.”

CUSTOMER ENGAGEMENT

Loyalty

Actionable event triggers will deliver a 1-2% reduction in abandonment that will result in additional revenue of €8Million / year

TARGETED OFFERS

Conversion

“You delivered insight in 4 weeks that 2 Web Analytics vendors failed to give us in 2 years, saving us $Ms on unnecessary infrastructure costs”

CUSTOMER EXPERIENCE

Self-service

#SASCI

@wilsonraj


CONCLUSION KEY TAKEAWAYS

• Customer experience is THE strategic

DIFFERENTIATOR

• Customer experience as ONE STRATEGY across

all media focused on the CUSTOMER and

CONTEXT

• Align customer journey to marketing process

• Construct your marketing process for NOT JUST

customer impact, but also operational and financial

impacts

• ENRICH existing data with NEW SOURCES

• Move from REPORTING to PREDICTIVE to

TRANSFORMATIVE Analytics

“Future-proof your

business”

#SASCI

@wilsonraj


QUESTIONS?

#sasci


CONTINUE THE

CONVERSATION RESOURCES FOR SLIDESHARE VIEWERS

• Check out this conclusions paper summarizing the discussion:

Leverage Marketing Analytics to Improve Customer Experience

• Register here: http://go.sas.com/62nxjz

• Engage on our blogs: Thought Leadership: The Knowledge Exchange

http://www.sas.com/knowledge-exchange/customer-intelligence

Marketing Practitioners’ Views: Customer Analytics Blog http://blogs.sas.com/content/customeranalytics/

Brian Vellmure: Value Creator

http://www.brianvellmure.com

• Follow us on Twitter: @SAS_CI http://twitter.com/SAS_CI

#SASCI

http://go.sas.com/62nxjz

http://go.sas.com/62nxjz




http://blogs.sas.com/content/customeranalytics/



http://www.brianvellmure.com/

https://twitter.com/SAS_CI

leveraging marketing analytics to improve customer experience

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