module one: connected crm and big data - merkle inc. · module one: connected crm and big data what...
TRANSCRIPT
1
Module One: Connected CRM and
Big Data What it really means for marketing
2
36%
36%
29%
28%
60%
48%
39%
30%
27%
46%
31%
31%
49%
45%
42%
39%
32%
29%
64%
60%
53%
40%
36%
60%
53%
75%
The path to purchase sets the stage for our technology
challenges
Newer channels outpace traditional channels…
Received mail at home from insurance co.
Saw ads on TV
Read and email received from an insurance co.
Noticed ads while browsing online
Read magazine articles about the insurance policy / co
Searched online with a search engine
Comparison shopped rates online
Talked with friends / family
Sought info from an insurance co. website
Read reviews about the policy / company online
Talked to a customer service rep online
Talked with a customer service rep on the phone
Talked with a customer service rep on in-person
Read magazine articles about the product
Read newspaper articles
Read and email received from a financial services
organization
Received mail at home from a financial services
organization
Searched online with a search engine
Sought info from an financial services organization
website
Read reviews about the product / company online
Read comments following an article / opinion piece
online
Comparison shopped investment firms online
Talked with a financial services organization in-person
Talked with a customer service rep on the phone
Read brochure / pamphlet in a financial services
organization office / location
Talked with friends / family
Investment Avenues of Research Insurance Avenues of Research
3
So, who are the players on this stage?
Known & Unknown Identities
Big Data
Immediate Interactivity
Omnichannel Execution
4
Velocity Variety
Volume
There is a little phenomenon called Big Data…by
some estimates humans are creating 200 exabytes of
information per year
Intelligence—not data—will be the difference between
success and failure.
5
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.
How does Big Data and touchpoint expansion affect us?
Number of Addressable Touchpoints
Da
ta &
Te
ch
no
log
y C
om
ple
xity
This forces the technology pendulum to
swing and it affects most areas of the
marketing organization:
Sciences, Communications, Technology
Technology Decisions
Business Led Technology Led
Marketing Sciences
Analysis Data Access
Communication
Integrated Silo’d
6
Big Data maturity map
Data
Creation
Capturing data
through
traditional
systems only
Access to
website raw
data
Access to 1st
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
Real-time ―Big
Data‖ CRM
platform
Analytics &
Processing Visualization
Predictive
analytics
Real-time,
omnichannel
decision
management
Integrated Big
Data
CRM platform
Big Data Access
to inform
analytics
Full data asset
access for
consideration in
analytics
Level 1 Level 2 Level 3 Level 4 Level 5
7
At the core: The Connected Consumer View
• Consolidated view of the
consumer across all touchpoints
• Single repository that allows
clients to analyze their programs
in context of the whole picture
• Holistic attribution – what is
working and in what
combination?
• Multi-media, multi-channel
optimization will create huge
efficiencies and scale
All media interactions
at Individual level Consolidated view of
known & unknown
Consolidated view of
prospect & customer
Media Data
Platform CRM Data Platform
Social
DM &EM
Display
Search
TV/Video
Mobile
Site
Product
LTV Segment
Demographics
Life Events
Connected
Recognition
But the data has to be
there – and it’s BIG
8
Name Cookie
Address IP
Email Avatar
Phone Device Fingerprint
Connected
Recognition
(cR)
Where is the challenge occurring?
Digital Data Integration is silo’d from the traditional Customer Data
Integration mechanisms
CRM Database
(CDW)
Cu
sto
mer D
ata
Inte
gra
tion
(CD
I)
Integrated
Media Platform
(DMP)
Dig
ital D
ata
Inte
gra
tion
(DD
I)
The two groups even have a problem speaking the same language.
9
• 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
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
Integrated
Media
Customer ID First Last Address DM Key Code Campaign ID Date
123322777 Owen McCorry 123 Main St. DM42343 999 12/15/2011
Quote ID Date Channel Email First Last Address
1234 01/30/2012 Agent [email protected] Nancy McCorry 123 Main St.
Quote ID UID Time Event Site/Page Creative
98765 12:30 PM PPC Impression Google A1
98765 2:10 PM Banner Impression Facebook B2
1234 98765 2:25 Quote Complete Quote
cR
Creating Connected Recognition by marrying traditional
CDI with DDI to integrate across domains
10
The media assignment process aggregates all media impressions at the most granular
level and assigns exposures at the individual and household level
Source Data
Match Key
Assignment
All events can now be associated at the individual level
TV
DM
Received
auto DM
offer
Saw :30
spot on
Dancing w/
Stars Facebook
Search
Searched
on MA
Auto
Insurance
Saw
display
ad on
Received auto offer 12/15/2011
Viewed creative A1 on CNN.com
Business Week subscriber
Watched ―Dancing with the Stars‖
12/17/2011
11
Targeting
Levers
Match Key
Actions
Output File
Then science needs to directly integrate with the
execution platforms to drive targeting and optimization
TV
DM
Purchased
Time
Magazine
List
Increased
GRPs in
NYC DMA Facebook
Search
Increased
bid amount
on ―discount
auto‖
Increased
frequency
on
12
The biggest challenge is that each channel is uniquely
complex
Ad Insertion Technology
External RTB Auction
3rd party Website
Campaign Management
Interactive
Ad
Expandable
Ad Ad
Internal Ad Decision Auction
Audience Management
Reporting
Computer Telephony Integration
Automatic Call Distributor / Dialers
Servicing Application IVR
Offer
Management
Content
Management
Profile /
Account
Management
Workflow Management
Decision Management
Mobile Device
Campaign Management
Workflow
Management Offer Management
Message Deployment
App Services Key Word
Service
Push
Message App SMS
CC Mobile Display
Channel Execution
Optimization Visualization Personalization
TV Print Radio CC DM EM Display Search Social Mobile Site Agent
13
To accommodate channel complexity, we need to consider
a common conductor and decision services framework
cRecognition CRM
Database
(CDW)
Media
Platform
(DMP)
Decision Services
Model Execution
Rule Evaluation
Machine Learning
Work Flow Data Access
Interactive Conductor
Web Service Web Service Web Service Web Service
Channel Execution
Optimization Visualization Personalization
Action Score Recommend
TV Print Radio CC DM EM Display Search Social Mobile Site Agent
Specific
Common
Da
ta
Insig
hts
14 14
The AARP Member
User Story Client Case Study
15
Centralize and
consolidate the vast and
varied information sets to
construct and maintain a
360 view of former,
current and prospective
members.
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-real-
time 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.
Expand member data to
include their own
personal profile and
preference elections.
Where not explicitly
provided by the member,
leverage inferred
preferences.
AARP’s Vision for IMAX
360 Degree View
Data Quality
Management
Real-Time Data
Access
Real-Time Data
Integration
Personalized
Messaging and
Offers
Member Profile and
Preference
16
Phased Approach: Functionality Delivery Matrix
Dynamic Member
Profile and Preference
Customer 360 Degree
View
Data Quality
Management
Real-Time
Data Access
Real-Time
Integration
Personalized
Messaging and
Next Best Offer
Phase I Phase II Phase III
• Member 360° view
• Insight Member Integration
• Segmentation and Scores
• Additional Data Sources
(ongoing)
• Hygiene and Standardization
• Unique, persistent Keys
• Call-center access
• Web access
• State, Local office access
• Capture Member activities
• Call-center, Web integration
• Real-Time CDI Key mgmt
• All Member activities
• All touch-point integration
• All Member access
• All Member activities
• Real-Time Preference Mgmt
• Web services platform
readiness
• Campaign offer readiness
• Campaign Integration
• Real-Time Offer Management
• Personalized Messages
• Preference center readiness • Preference Center
• Real-Time Preference Mgmt
• ODS Integration
• Real-Time CDI
• Non-Member activities
• Real-Time Offer Management
• Transactional integration
• Call center / Web activities
• Additional Data Sources
• Preference Center
• ODS Integration
• Web services platform
readiness
• Campaign offer readiness
17
IMAX – Phase I: Illustrative Use Case
Phase I Phase II Phase III
Members: Bob & Trish
Life Stage: Transitioning
Comfortably
Loyalty: New & Engaged
Age: 66 & 63
Tenure: 7 years
Expiring: No
Donor: 9 mo. ago
Advocate: Never
Couple reads article Bob and Trish receive high-
touch interaction on web-site,
where their membership tenure
recognized and appreciated.
Couple reads
on-line articles
Receives top offer keys,
maps keys to web
resources and links
Prepared to present
article content,
passes resource
navigation info
accesses AARP.org
IMAX Solution
IMAX solution records site navigation
information, examines member data
including past offers and transactions
18
IMAX – Phase II: Illustrative Use Case
Phase I Phase II Phase III
Member: Marie
Life Stage: Working &
On the Go
Loyalty: New & Engaged
Age: 61
Tenure: 3 years
Expiring: No
Donor: 3 mo. ago
Advocate: Never
Marie calls
AARP Marie receives
personalized offers and
messaging, highly
relevant to her and her
inquiry to the call
center.
Lookup Initiated with
inbound phone-number
Receives top offers
and scripts for the call
center rep to utilize
Call center search
request directed
to IMAX
IMAX Solution Past offer and call
center inquiry used
to enhance Next
Best Offer targeting
Records call context information,
examines member data including
past offers and transactions
19
IMAX – Phase III: Illustrative Use Case
IMAX Solution
Mark & Barb receive
AARP bulletin in mail… Mark and Barb receive
highly relevant offers
based on activity and
profile elections
Members: Mark & Barb
Life Stage: Transitioning
Comfortably
Loyalty: New & Engaged
Age: 65 & 57
Tenure: 2 years
Expiring: No
Donor: Never
Advocate: Never
…then access their
account on AARP.org
Changes preferences:
eNewsletter
interest in travel
Performs real time profile
updates and revises Next
Best Offers
Phase I Phase II Phase III
Confirms changes
and updates offers
displayed
