Curating meaningful data to maximise

the value of every customer

relationship

15 March 2023
Introducing our panel

Ashish Jha Nivedita (Nivi) Mandal Ashley Skilton

Head of Analytics Market Development, Director Consumer Insights & Analytics, Consumer Customer Insights & Transformation Lead
APAC Segment, Europe Sainsbury’s
Kantar The Goodyear Tire & Rubber Company

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Customer 360: Why is it important?

- Too many choices, finite consumer attention

- Consumer behavior is evolving more rapidly than ever
- Consumers seeking personalization
- Retain your most valuable customers
- A single source of truth for the business
- Allows the business to decide the best route to reach a
customer, reducing wastage and maximizing ROI
- Need to respond to the consumer in real-time
- Offers insights into the future

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According to Forrester Consulting…
#1 Most important business outcome to achieve through your
organisation’s data strategy & engineering efforts: Ability to scale
consistent, relevant customer engagement and experience
across touchpoints and channels
47% of respondents described
their leading data strategy priority
as: Creating a 360-degree view
of customers that can be Customer analytics germinates in
leveraged across channels and marketing but must be planted as
devices an enterprise imperative.

The deluge of customer data in recent years and impact of the COVID-
The scale and diversity of customer data
19 pandemic have provided customer analytics professionals with the
provides rich new sources of insight that let
opportunity to take center stage on strategic business decisions by
firms engage with customers in new ways.
helping firms adapt quickly to changing customer behaviours.

Evolve your customer analytics from tactical to transformational, Forrester Consulting, July 2022
Connect insights to action with an effective marketing data strategy, Forrester Consulting, July 2022 4
Customer 360
An understanding of WHY people chose versus WHAT they chose builds an understanding of customer
preferences, motivations, and passions

Customer360°

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Customer 360 uses internal data across line of businesses, products,
channels, transactions & unstructured data along with available internal
survey & 3rd party data - Attitudinal segments
- Product preferences
- Interests
9.Interests/
- Credit history Affinities - Household size
- Weather - Marital status
- Geo spatial location - No of kids
- Affluence 8.Third Party 1.Demographic & - Residence location – metro/suburb
- Digital behavior - Affluence, Wealth, Home Value
Data Life Stage
- Macro economic data

- Total purchases (RFM)

- Overall Satisfaction
- Likelihood to Recommend
- Interaction Experience
- Grow th in last 12 months
- Share of Wallet
7.Custom - Lifetime value
2. Value - Price sensitivity
Survey

- Total number of mobile app sessions in last w eek

- No of inbound calls to contact center - Existing customer tenure
- Products of preference
- No of out bound marketing calls in last 30 days
- Average view s per episode - Number of transactions
6. Interactions & 3.Product & - Channel/ Platform (w ebsite, app) of choice
- Average sub-titled view s per episode
- Total Loyalty Points
- Website journey metrics Channels Behavior - Subscription Tier

- Caller Intent
- Caller Discontent
- Total number of campaigns received
- Competitor mention
- Total number of campaigns responded 5. Campaign & 4.Voice & Text - Rating & Review themes
- Type of campaigns Marketing Mined data - Caller Behavior
- Click through/open rates
- Use of Positive keyw ords
- Caller/Agent behavior characteristics

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Customer 360 enables rapid analytics use case build &
deployment, accelerating time to value from analytics investment
Customer Targeting & Campaign
Cross Sell / Up-sell response propensity by
product or product-channel
Customer Micro Segmentation - value,
behavior, life stage, lifestyle, needs
Product Bundling
Customer360° Attrition / Retention Propensity
Next Best Action
Personalized Loyalty Offer & recommendations
from partner offer pool
Event based triggers
Customer Lifetime Value
Personalizing and enhancing
experience
Customer Experience Enhancement -
online(content, landing page, segmented
multi-variate testing), call center
Web Optimization to reduce non-initiated exit
Social Monitoring across forums and public
platforms - sentiment, engagement, buzz,
complaints, risk
Rewards Management
A/B testing for Offer-content Personalization
NPS and Survey Analytics
Customer Lifetime Value
Prospect Targeting & Campaigns
Prospect Prioritization and Targeting Rules for
campaigns
Prospect Segmentation - value, life-stage,
lifestyle, needs, behavior
Multi-Channel Campaign Optimization for
visitor
Next Best Offer Models (multiple products and
offers), Offer Optimization
Contextual Triggers for campaigns - location,
behavior, travel, holidays
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Thank you
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