1. Transforming Customer Intelligence into Revenue
Integrating Analytics into the
Customer Experience
Predictive, Private, Profitable

2. The Most Pervasive Example
 http://www.youtube.com/watch?v=CdY4dtewUR
Q
 Why It Works So Well
 Acts as a Surrogate
 Easy to Understand
 Immediately Actionable

3. The Question of Why
 Increase number of repeat visits or purchases
 Increase the average value of the transaction
 Increase the number of click-through
 Offer a different customer experience
 Increase response to cross channel marketing
 Increase the viral value of your customers

4. AUTHENTICATED vs. ANONYMOUS
 The value of Anonymous Users
 The value of Authenticated Users

5. Understand Your Data
 Mandatory
 Optional
 User
 Transactional
 Financial
 Informational
 Data density
 Explore external data sources

6. Understand Your Privacy Policy
 Organization’s view of privacy
 Does your privacy policy reflect that view?
 Do your CMO and CSO agree on the standard?
 Do you allow your customers to select their level of privacy?
 Is there a value exchange for the data collected?
 Do NOT underestimate the importance of Privacy!

7. Understand Your Data
 Start with a snapshot
 Customer data
 Financial data
 Non-financial data
 Identify Key Performance Indicators (KPI’s)
 Performance metrics
 Key trends
 Key relationships
 Macro before micro

8. Define Reasonable Objectives
 Desired Outcomes and Measures of Success
 Reasonable objectives are those that can be
achieved within the time and cost constraints.

9. Do the Math
 Define the best approaches
 Try multiple approaches
 Measure the relationships
 Reduce the analytics to something actionable
 If This Then That

10. Take Action
 Define the offer
 Present the offer
 Measure the results