Harness the power of unstructured data to enhance customer experience The prevalence of online processes for just about everything a company does, along with the advent of social media have created both challenges and opportunities for companies to manage the customer experience. Customers interact with your organization across multiple channels, and the best clues to those experiences can often be locked in unstructured data, such as in internal comment fields, call center transcripts, and even social media posts/tweets. Using smart analytics, such as text analysis and sentiment analytics, companies can harness this rich store of unstructured data and combine it with traditional data sources for valuable insights. Leading companies like national clothing retailer Chico’s use that data to understand online and in-store behavior, along with many other insights to improve the many ways their customers experience the Chico’s brands. Join Wilson Raj from SAS and Barb Buettin from Chico’s in an engaging discussion of best practices and real-world examples that show the power of unstructured data in enhancing the customer experience. Speakers: - Barb Buettin, Director of CRM – Enterprise Information Management for Chico’s FAS - Wilson Raj, Customer Intelligence Marketing Director, SAS

1. CxPA Webinar
Harness the power of unstructured data
to enhance customer experience
Barb Buettin, Director, CRM-Enterprise Information Management, Chico’s
Wilson Raj, Global Customer Intelligence Director, SAS
#sasci

2. Contents
Context for Unstructured Data
Data Strategy for Customer Experience
About Chico’s FAS
It’s All About the Data
A Study of Customers
Q&A

3. Organizations’ Use of Data
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4. POLL QUESTION # 1
Which of the following are you currently collecting as
“unstructured” / “Big” data and/or using with
analytics today ?
A. Structured data (tables, records)
B. Semi-structured data (XML and similar standards)
C. Complex data (hierarchical or legacy sources
D. Unstructured data (text, audio, video)
E. Social media data (tweets, blogs, social platforms)
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5. Customer-Centricity: Value, but Barriers
• 7 percent felt their organizations do “very well” at bringing
together useful customer, product and project data from all sources
and sharing it among product development, marketing and customer
service staffs
• 98 percent say “immediacy” within their organizations is
either a “somewhat-critical” or “mission-critical” priority
• 87 percent consider it “very important” to share near real-
time integrated data — if they had it — between product
management, customer service and sales in their organizations.
• 66 percent say their organizations either can’t bring together
customer, product and project data from all sources and share it or
are trying to share but are facing challenges.
Coveo Survey: 100+ execs in Argyle Executive Forum 2011 - Customer Care Leadership
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6. Unstructured Data: A Perspective
• All data is “born”
unstructured
• Adding structure can
cause loss of valuable
information along the
way
• Think in terms of
“haggling data”
• Value of “haggling
data in terms of
customer insight
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7. Types of Data in Your Business
Structured Semi-Structured UnStructured
• Relational & • XML • Web
Legacy dB • EDI documents • Wikis
• Spreadsheets • Documents
• Flat files w/defined • Email/Messages
record formats • Log files
• RSS feeds
• Multimedia
Static Dynamic/Real-time
Corporate
• Internal docs • Customer call logs
• Marketing • Customer service
content notes
• Sales reports • Meeting notes
• Transcripts
• •
Internet
Analyst Reports Social media
• Journals • Chat
• Corporate filings • Ratings/Reviews
• Press mentions • Breaking news
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8. POLL QUESTION # 2
Are you able to capture unstructured data and
integrate with your marketing processes?
A. All or most of the time
B. Some of the time
C. When we can
D. Not currently able to do it
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9. Value of Unstructured Data (… or any Data)
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10. Connected Data Strategy for CxP
Structured Rational needs
Information,
Transaction, Service
Semi-structured
CxP
Emotional needs
Unstructured Belonging, Identity, Aspiration,
Performance, Knowledge
Sources: Work·Play·Experience I Forrester Blog--Kerry Bodine, April 2, 2012 | SAS
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11. POLL QUESTION # 3
Which of the following is NOT a Chico’s FAS Brand?
A. Chico’s
B. White House | Black Market
C. White House
D. Soma Intimates
E. Boston Proper
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12. Who is Chico’s FAS
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13. 13

14. How we use marketing automation
Highlights
Segment Catalog Mailings and Differentiate Promotion Efforts for
Maximum Impact
Make Midpoint Corrections
Bring Lapsed Customers Back to Chico’s at Triple the Success
Rate of Previous Campaigns
Cross-sell Across Brands
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15. Why Implement a New Solution?
10 year old technology on top of an extremely rich set of
data
– Huge missed opportunity!
“Locked” data model
– Inability to provide agile marketing or grow with the business
Lack of data integration
– Marketing is fluid, dynamic, and reactive with sometimes
unexpected unstructured data from unexpected sources
– Analytics was impossible
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16. POLL QUESTION # 4
What is the biggest challenge you’re facing in your
marketing and customer experience efforts?
A. Extracting actionable insights from your data
B. Driving relevant personalized customer interactions
C. Measuring customer experience performance
D. Other
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17. What are we looking for?
Closing the loop on Direct Marketing
Customer Insight
-How do we better
understand our
customers and their
behaviors?
Marketing
Performance Customer Interaction
- How can we drive - How can we measure
personalized marketing efforts and
communications to our immediately act on the
customers? results?
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18. Strategic Support - Marketing
Customers – Who is she?
Competitive
Landscape
Demographic Online
Behavior
Overlay
Local Markets Trade Area
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19. Strategic Support – Marketing
Cross Brand View of our Customers
Chicos’ FAS
Customer
Cross Brand
Pollination
Give her
the extras!
Chico’s,
SOMA,
WHBM, and
Boston
Proper as
Independent
Brands
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20. Our Data Systems and Vendor Environment
Campaign
Customer
Response
– Internal Customer Enhanced
Loyalty
Customer
Preferences
Data Loyalty
management
Events
Campaign
management
– External Customer
Data (Abacus)
– Planning & Allocation
The future is in relating all
of the pieces to each other – Workforce Scheduling
in ways that are actionable
– Online and Store
Shopping Behavior
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21. Strategic Support – Marketing
Results
Data Integration
– Fluid, Dynamic, Reactive FAST
– Enable enhanced loyalty programs (CRM ODS + SAS)
Analytics
– Analytical modeling for more precise communications (allows better
targeting)
– Predictive! What is likely to be her next purchase?
– Internal Cross-brand Prospecting
Targeting!
– Customer Intelligence
• What is relevant to me?
• Who DOESN’T need an offer to respond?
– Item Brand Distinction – store versus Item
Personalization
– Location Callouts on specific collateral
– Thank You’s! from associate of most recent purchase
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22. The World Is Changing Rapidly
World Population
8
7
6
Billions of People
5
4
3
2
1
0
0 200 400 600 800 1000 1200 1400 1600 1800 2000
Year
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23. The Apparel Industry and Communication Technologies
Are No Exceptions
6000-3000 BC 1000’s -1100’s 1200’s 1300’s 1400’s 1500’s 1600’s 1700’s 1800’s 1900’s 2000’s
Weaving Woodblock Buttons Spinning Stocking Flying Jacquard Zipper Nano-Tex
printing wheel frame shuttle loom
Wheel Sunglasses Salmon-
Spinning Power loom skin leather
Polyester
Writing Paper Jenny
Sewing Luminex
Nylon
Abacus Arabic Printing Water frame machine
stockings Speedo LZR
numerals press Mechanical Safety pin
Bikini Spider-web
loom
Synthetic silk
Spandex
Cotton gin dye
Coat hanger Home
Blue jeans
broadband
Shopping
Ready-
bag Commercial
made
Is there still a place Adding
machine
clothing
Ready-
Mall
Automobile
VoIP
WiFi
made shoes Mobile 3G
for brick and mortar Department
store
Radio
Television
WiMAX
Web 2.0
Computer
stores in this
Telegraph
YouTube
Braille Integrated
circuit Facebook
Typewriter
increasingly digital Calculator Twitter
QWERTY
Micro- Blackberry
keyboard
processor
HDTV
Telephone
environment? Light bulb
Ethernet
Internet
Multi-core
processing
Mobile iPod/iTunes
phone
iPhone
WWW
iPad
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24. Supply Chain Actions Start With Customers
Traditional view of the supply chain
– Merchandise planning
– Store clustering and assortment planning
– Logistics and distribution capabilities
Chico’s FAS view of supply chain
– Put the right merchandise in the right store at
the right time
– Be there when she is there
“CUSTOMERS FIRST”

25. We’re Working to Better Understand Our Customers
AGE RANGE INCOME NET WORTH
Vast majority of 78% of customers 76% of customers
customers are baby are above U.S. are above U.S.
boomers median income median net worth
Customers are a 78% of customers 53% of customers
mix of Gen X, Y, are above U.S. are above U.S.
and Boomers median income median net worth
60% of customers 80% of customers 71% of customers
also shop Chico’s; are above U.S. are above U.S.
40% are Soma only median income median net worth
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26. We’re Working to Better Understand Our Customers
Top customers shop and spend
several times more than an
average customer
Retention and reactivation of these
customers is paramount
Customers are shopping across
multiple channels differently
Identifying new customer shopping
trends to target high-potential
future loyalists

27. Customer Behavior Clustering
• Clustering of customers into
groups based on their shopping
behaviors
Book Worms – Customer spend
– Categories of products
Bronze
Comfort Seekers
– Lifestyle indicators
Southern Value Hunters
Senior Development • Match back what we know
internally about these customers
Value Families – Total Chico’s spend
–
Silver
Loyalty and retention
Chico’s Loyalist
– Outfitting vs. non-outfitting
Town & Country – Geography
– Income
West Coasters – Net worth
Gold
Urban Chic’s – Age
Affluentials
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28. Chico’s Cluster Comparison
Affluentials Book Worms
Tend to live in the Northeast Tend to live in the South
More direct and multi-channel More outlet only
Above average customer income Below average customer income
Shops and spends more than the Shops and spends less than the
average customer average customer
Spend proportionately more at Spend proportionately more at
Chico’s in these categories: Chico’s in these categories:
– Collections – Travelers
– Shorts – Jewelry
– Sweaters – Accessories
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29. Business Implications
• Which new customers have the greatest potential to
become our best customers in the future?
• Along which lines should we be stratifying our product
customizations for the greatest in-store benefit?
• What forms of individualized clienteling do our customers
want to experience when shopping with us?
• How do our customers want their marketing
communications from us to be customized?
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30. Other Opportunities

31. POLL QUESTION # 5
Would you characterize the relationship between your
business units and IT as a strong, collaborative
partnership?
A. Strongly Agree
B. Agree
C. Somewhat agree
D. Disagree
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32. Business and Technology Partnership
Key to Our Success
• Physical proximity to each other
• Alignment on strategic discussions and decisions
• Prioritization of work is for the greater good
Technology
Marketing
Support
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33. Continue the Conversation
Resources for Slideshare Viewers:
Check out this conclusions paper summarizing the discussion:
Ten Ways to a Customer-Centric, Data-Driven Business Strategy
• Register here: http://go.sas.com/bvza68
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/
Follow us on Twitter:
@SAS_CI
http://twitter.com/SAS_CI
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