Michael Hawkins SAS Malaysia Customer Intelligence Lead Reference Copy

THE CUSTOMER CENTRIC DIGITAL MARKETER

DATA DRIVEN STRATEGIES AND BEST PRACTICE

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MIKE HAWKINS SAS CUSTOMER INTELLIGENCE

Guinness

dunnhumby Malaysia
1998 2008

SAS Customer Intelligence

2012

1995

Kantar UK and KL

Engage consultants

C op yr i g h t 2 0 1 2 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .

AGENDA HOW

SOFTWARE

BIG DATA ANALYTICS

CAN HELP YOU TO:

Know your customers

Personalise your offer

Realtime decisions Share the results

Forecast the future

Deliver ROI

C op yr i g h t 2 0 1 2 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .

USING PAST BEHAVIOR TO PREDICT THE FUTURE

ANALYTICS

Reporting
C op yr i g h t 2 0 1 2 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .

predicting

INTRODUCING SAS CUSTOMER INTELLIGENCE

DRIVING PROFITABLE GROWTH

For the first time, a complete Customer Intelligence Platform embedded with the worlds best Analytics.
C op yr i g h t 2 0 1 2 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .

Whats the best that can happen? What will happen next? What if these trends continue?

Why is this happening?

What actions are needed? Where exactly is the problem? How many, how often, where?

What happened?

C op yr i g h t 2 0 1 2 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .

THE MARKETERS MANDATE HAS EVOLVED

Expectation

Expectation

Integrated, multi-channel in/outbound conversations in REAL-TIME

Deliver a branded OMNICHANEL customer experience

The Marketing Campaign

The Brand
Expectation

The Customer Experience

Responsibilities
Insights and Analytics

Sustain brand health in a rapidly changing VIRTUAL world

Expectation

Unearth and dynamically manage insights to drive action as fast as possible

C op yr i g h t 2 0 1 2 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .

CUSTOMER ENGAGEMENT IS GETTING COMPLEX

Customers & Prospects Offers, Services & Pricing Channels & Business Functions Products
C op yr i g h t 2 0 1 2 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .

Web

Email

Mail

Mobile

Print

Social

Phone

Branch

ATM

Advisor

TV

Radio

Service Finance Collections Risk

Fraud

Risk

Fraud

ONE CUSTOMER VIEW?

Michael B Hawkins (ID=55)

Mr Michael Hawkins (ID=99) 33 Jalan 16/9, PJ, Selangor

Michael.Hawkinskl@gmail.com
Phone: +60 129122464

Call Center

Mr Michael Brian Hawkins 33 Jalan 16/9, PJ, Selangor Michael.Hawkins@sas.com phone: +60 12 91222464

Data Warehouse

Consolidation?

POS_ID=977, LC_ID=334, DW_ID=99, CC_ID=55

Loyalty Card

POS

Brian Michael Hawkins (ID=334) Level 6 Plaza Sentral, Stesen Sentral Michael.Hawkins@sas.com
C op yr i g h t 2 0 1 2 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .

Mike Hawkins (ID=977)

C-3-3a Kiaramas Ayuria, Mont Kiara

Phone: 012 9122464

TOO MUCH DATA?

Less than 1% analyzed 68% consumer Data

Source: IDC Digital Universe Study, sponsored by EMC, May 2010

C op yr i g h t 2 0 1 2 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .

BIG DATA = TOO MUCH DATA

VOLUME VARIETY
DATA SIZE

VELOCITY VALUE

TODAY

THE FUTURE

C op yr i g h t 2 0 1 2 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .

USING PAST BEHAVIOR TO PREDICT THE FUTURE. VISUALLY

ANALYTICS

C op yr i g h t 2 0 1 2 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .

How to deliver competitive advantage with customers.

intimate (and relevant) interactive (and receptive)

2 3

organised (and agile)

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be intimate

build a new view of customer dna

socio-demographic Who They Are Their Loyalty Their Value future - predicted What They Buy

behavioural

How They Use It What They Say online & social

360 Customer Insight

Their Potential

How They Interact

Who They Influence
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Not all customers are equal

The Pareto principle applies

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be interactive
Listen and respond
Real-Time Offer Convenient

40%

Timely Triggered Offer

20%

Intrusive Outbound Campaign

5%

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Be interactive.. & Automated

Campaign Management
I have an offer ...

Real-Time Decisions
I have a person that suggests a need
offer Offer

Offer
Let me find a group of people to tell about it.

offer offer offer Offer

Let me find the best offer to fit this persons need.

Allocate customers to campaigns Selection

Next Best Action Give the customer the right answer/offer Decision
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manage your processes and optimize your options

Creating Plans Budgets Allocating Resources

be organized, prioritized & Agile

Defining Strategy

Improving Performance

Maximize: Profitability, Agility, Productivity, Control Minimize: Cost, Risk Monitoring Managing Effectiveness Processes

Optimizing Strategy

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TAKING OPTIMIZATION AND AUTOMATION TO THE EXTREME..

05:25:46
SAS Marketing Optimization

00:02:54
SAS High Performance Marketing Optimization

6 million customers 420 communications 15 aggregate constraints 20 max contact policies 5 blocking contact policy = max 18 bn. combinations
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Marketing optimization
Offer Qualification

ORCHESTRATION OF ALL MARKETING ACTIVITIES

Control Panel
Campaign Priorities Minimum # Contacts

Outbound Forecast
Simulation of future contacts per customer. Including campaign and point in time.

Calculation of the expected revenue and offer qualification per customer and product

Campaign Target Groups

Definition of target groups per campaign and time period
Maximum # Of Contacts Affinity Threshold

Influence of strat. Req.

Change of revenue and No. of contacts caused by strategic constraints

Campaign Offer
Preparation of offer lists per campaign

Minimum Revenue

Control Groups

Update blocking rules

After campaign participation follows a time period without contact

Contact Policy
Customers that are blocked for outbound activities for a certain time period

Customer Loyalty

Minimum ROI

Value based Distribution

Customers are assigned to campaigns according to the overall value for the company
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THE SAS APPROACH TO INTEGRATED MARKETING MANAGEMENT

C op yr i g h t 2 0 1 2 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .

SAS INTEGRATED MARKETING MANAGEMENT

In Person Social Direct Mail Call Center Mobile Online

Consistent Customer Experience

Marketing Decisions Insight

Real-Time Decisions

Finance Merchandising Risk Customer Service Corporate Affairs Operations

Orchestration / Optimization Performance Management

Mass Media and Direct Campaigns Offers / Conversations Channel Synchronisation Interaction Handling

Operations Management
Descriptive Customer Analytics Predictive Customer Analytics Customer Experience & Events Customer Profitability & LTV Customer Risk / Credit Social & Network Analytics

Data Quality
SAP Siebel

Data Management
Teradata Omniture Teezer

Data Integration

Data Model

Metadata

Other

C op yr i g h t 2 0 1 2 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .

SAS for Finance - Customer Experience Scenario

Interaction wk1

Targeted Offer

Revisit - Login ID

Personalized Offer

Real-time data capture of customer behavior.

Targeted offer calc. based on Rules & analytics.

Anonymous customer is linked to customer profile.

Personalised offer based on profile, behavior, bus rules & analytics

SMS

Email

Personalized Offer

Login Mobile wk2

Reminder SMS is send 1 day before appointment

Customer accepted offer and confirmation email is send

Personalised offer is calculated. Best offer is extended based upon arbitration

Customer profile and behavior is retrieved.

C op yr i g h t 2 0 1 2 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .

BEST-PRACTICE ROADMAP APPROACH

4
ROI / Value / Competitive Advantage
Implementation of Marketing Optimization

Marketing Operations: Planning, Budgeting and Control of all Marketing activities

3
In-bound in Real-time

2
Automated Campaign
Management

Social Media

1
Maturity of Marketing Capabilities`

C op yr i g h t 2 0 1 2 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .

REAL EXAMPLES OF CUSTOMER CENTRICITY AT WORK

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RETAIL

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BANKING

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PUBLIC SAFETY

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INSURANCE

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FINANCIAL SERVICES

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In Memory Approachable analytics

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