1.
Analy&cal(CRM(
Start with the Question and Mind the Data….
More is not better…
By#@LutzFinger#

2.
Lutz(Finger(
─ #Quantum#Physicist#
─ #Journalist#
─ #Incubator#for#new#Media#
─ #MBA#@#INSEAD#2004#
─ #Sales#Manager#@#Dell#
─ #CoIFounder#of#Fisheye#
─ #Researcher#at#INSEAD#
#
And 47 different Social Media Profiles
#
#
#
(
Not all up-to-date. Mind the Data
All#displayed#Logos#are#trademark#protected#by#the#respecMve#companies.#

3.
Segmenta&on(is(missing(something(
Two(People:((
Who(are(they?(
● Male#
● Born#in#1948#
● BriMsh#NaMonality#
● 2nd#Marriage#
● Rich#
● Well#known#
The#missing#informaMon#is#behavior#informaMon.#
Source:#Annet#Aris#
3#

4.
Social(as(Indica&on(
10th#June#2011#–#2.6(million(readers(had#to#look#for#a#new#SUNDAY#paper#
Source:#www.newsoXheworld.co.uk#
4#
All#displayed#Logos#are#trademark#protected#by#the#respecMve#companies.#

5.
To(find(poten&al(customers…(
Discussion(in(TwiIer:(Ready(to(Switch?( Sunday(papers(people(may(switch(to(
Former#NOTW#
Indicated# subscribers# General#/#Misc#
desire#to# 4%# Sunday#Sport#Standard## 5%#
switch# 2%#
The#Observer#
1%# 2%# Star#on# Daily#star#on#
Sunday#Star# Sunday# Sunday#
2%# 9%# 15%#
Sunday#Time#
7%#
Sunday#Herald# Daily#Mail#
2%# 22%#
95%#no#info#on#switching## Sun#On#
Sunday#
8%#
Sunday#Mirror#
26%#
Only#4%:#Choose#the#right#ones!
5#
Jul#2011# Source:#Fisheye#AnalyMcs#I#Note:#Twider#Data#only#

6.
And(to(Reach(out(
● But#even#if#you#got#the#
RELEVANT#data#
● How(to(reach(out?#
Reach#out#!#
outreach#can#be#creepy
Source:#Fisheye#AnalyMcs#

7.
To(get(Social(Data(is(easy…(
Aggregate#
Via#Filter#
Social
Media
Ask# Aggregate Profiles
Consumer# #
Find#
Use#Email# Aggregate#
Profile ##
Please#note#that#there#could#be#easily#privacy#concerns.##
#
All#displayed#Logos#are#trademark#protected#by#the#respecMve#companies.#
Source:#Lutz#Finger# 7#

8.
To(organize(not.(
Sex:##2#Segments# Male# Female#
Level#of#EducaMon:# Second#
School# High#School# University#
#8#Segments# Degree#
Sunday# News# Journal#
Products#bought:# Paper# Paper# Paper#
##24#Segments#
The Adventurer, Blue Collar, Emerging Adults,
Health/ Fitness, Hispanics, Women With Children ...
EU#Countries:#
##548#Segments#
Social#graph:# “There#are#7#billion#people#in#the#world#and#my#dream#is#to#have#7#
##500#m#Segments# billion#individual#relaMonships”#by#Robert#McDonald##
#
Source:#Lutz#Finger# 8#

9.
Center:(Customer(or(You?(
Customer( Analy&cal(
Rela&onship( CRM(
Management( (
( ● Start#with#the#
● The#Customer# quesMon#
should#be#in#the# ● It#is#all#about#
Center# YOU#and#your#
● It#starts#with# PRODUCT#
the#Customer# ● Data#Mine#for#
● Be#open#/#be# your#needs#
transparent#
Source:#Lutz#Finger# 9#

10.
For(Analy&c(CRM(N(Ques&on(is(key(
Deep#Thought:#“it#
would#have#been#
simpler#of#course#
to#have#known#
what#the#actual#
quesMon#was.”#
“Data#without#sound#approach#is#just#NOISE.”#I#Xavier#
Amatriain,#Netlix
Source:#hdp://www.youtube.com/watch?v=aboZctrHfK8#
Source:#www.google.com# Source:#Lutz#Finger# 10#
Source:#Strata#2012#–#Xavier#Amatriain#
#

11.
Great(Examples(
● Tinyclues#opMmizes#EIshot#markeMng#
based#on#machine#learning#
Measurable#
Direct#QuesMon# ● Orange#connect#Survey#Data#to#
Network#InformaMon#
● Wonga#uses#the#way#people#fill#out#an#
applicaMon#to#predict#Risk#
ConMnuous#Machine# ● Semasio#uses#content#of#pages#you#
Learning# have#been#on#to#improve#markeMng#
efficiency#
● Target#can#predict#who#of#their#
Structured# customers#is#pregnant#
&#unstructured#Data# ● Walt#Disney#use#Social#Media#
Discussion#to#predict#privacy#
● Google#and#GFK#set#up#One#Source#
Panel#to#create#a#holisMc#View#on#a#
consumer#
Source:#Lutz#Finger# 11#
All#displayed#Logos#are#trademark#protected#by#the#respecMve#companies.#

12.
Summary(
● TradiMonal#SegmentaMon#is#too#limited#for#todays#needs#
● Social#Media#Can#find#new#Clients#
● To#get#social#data#is#easy#
● To#organize#them#is#the#hard#part#
● Start#with#the#QuesMon#
● Use#Machine#Learning#to#find#a#structure#
12#