First Tech Presentation at Tableau Conference
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First Tech Presentation at Tableau Conference
- 1. Predicting Our Best Customers with Alteryx andTableau Naveen Jain & ManjuDevadas
- 2. Agenda
- 3. Who We Are ©2005 Pluto7 and/or itsaffiliates.Allrightsreserved.Pluto7 Confidential 03 KeyHighlights Predictive Solutions E.g. Forecast in a box Big Data, BI, Salesforce and VCP Focus Solutions, Frameworkand Methodology driven Fortune500 EndCustomer Base Founded in 2005 Overview Pluto7 is agrowing Analytics Solutions company headquartered in the heart of Silicon Valley. Ourmain focus is design Simpler Business solutions with deep understanding intoEnterprise specific needs Oursenior resources in North America andIndia bringthought leadership with most relevant experience andexposureAgile Business Solutions Enabling Internet of Things
- 4. Core Expertise Visualization / BI / Cloud Big Data / ETL / Data Blending Predictive Analytics 4©2005 Pluto7 and/or itsaffiliates.Allrightsreserved.Pluto7 Confidential
- 5. Background • 9th largest Credit Union in the country (based on asset being managed) • 370,000 Members, Primarily US focused • Serve various hi tech customers like Microsoft, HP, Cisco and many more • Founded in the 1950s • Dynamic management team with an aspiration to become the most admired credit union in the nation
- 6. Business Drivers & Challenges Drivers • Maintain focus and grow strategically • Create amazing member and employee experiences • Engineer and maintain operational excellence • Demonstrate industry leadership • Develop and retain a world class team of employees Challenges • Technology - Legacy BI and Marketing Platform with limited capability to run real time analytics and create member engagement • People – Knowledge of Industry Leading Technologies • Processes – Agile Methodology, Self Service BI, Data Governance
- 7. Roadmap To Excellence Q2 2014 – Joined First Tech, created business case, showed ROI and gained executive approval, developed LTV model Q3 2014 – Procured Alteryx, Tableau, Eloqua. Deployed and went live with sales funnel and overview dashboard, data governance, self service BI Q4-2014 – Sales enablement, deploy Eloqua and execute on the low hanging marketing campaigns Q1-Q2 2015 – Nurture campaigns, lead scoring, segmentation, web/mobile targeting Q3-Q4 2015 – Advanced targeting for members and prospects on third party sites
- 8. Self Service BI Analytics COE Deposits Power Users Contact Center Power Users Consumer Lending Power Users Investments Power Users Mortgage Power Users Finance Power Users Operations AnalyticsCOE Responsibilities • Data Governance • Tools andTechnologies • Training • Best Practices • Terms andTerminologies Power Users Responsibilities • Get AdvanceTraining • Guide fellow analysts in appropriate usage of technologies and data • Deal with day-to-day business issues
- 9. Technical Architecture Employees Visualization & Analytics (BI Tools) Members and Prospects Traditional Channel Web, Mobile, eMail, SMS, Call Center & Branch BranchCall Center Digital Investments & Insurance Web Analytics OSI MRM Lending QB I-3 Maxarr PSCU Cview DB Touche Social Listening, Survey* Online Banking OAO Akcelerant eFlow Satmatrix Live Chat* Experian and Others … Other Third Party Third Party Sites Paid Ad, Paid Search, Retargeting Data Management Platform (Centralized Database, Normalized Audience View, Audience Segmentation, Scoring, Profiling, Modeling, etc) Email & Branch Campaigns Offline Events (Marketing Automation) Online, Mobile & 3rd Party Site Campaigns (Analytics, Tagging &Targeting) Operational Channels eAlerts, eStatements, Monthly statements, ATMs, ATM receipts, Social Campaigns (Listening & Publishing)
- 10. Architecture © 2013 Pluto7 and/or its affiliates. All rights reserved. Pluto7 Confidential 11 Publish Dashboards to Server Tableau Interactors Alteryx Server End Users Salesforce, SharePoint Integration with Tableau Server Alteryx Data Blending Tableau – Self Service BI
- 11. Results - Life Time Value ( LTV ) Margin ($) Retention Likelihood High LTV Medium LTV Medium LTV Low LTV Learn From and Acquire More Improve Improve or Invest Strategically Improve LTV Comprises of Retention Rate and Margin
- 12. Results – Consumer Lending Segment 1 Segment 2 Segment 3 Segment 4 Segment 5 Segment 6 Insights • 218% more LTV than Average. • Margins are 33%higher and • Life is 110%Longer Next Steps • Look at LTV for a member/household instead of an account • Find correlation between attributes including transaction data, demographics and other third party data
- 13. Alteryx Module – Sample Only © 2013 Pluto7 and/or its affiliates. All rights reserved. Pluto7 Confidential 14
- 14. Next Steps Technology • Deploy Full platform for Business Intelligence, Data Visualization, Marketing Automation and Web Analytics/Target • Build appropriate integrations to bring in relevant data to execute and show quick results in agile manner Process • Agile Development • Enable robust governance process for data management • Provide Management consulting advice on Roadmap definition • Corporate training leading to empower business units for self-service BI People • Build deep relationship with Consulting partner such as Pluto7 who bring in industry best practices and know how • Build a team of high energy, passionate and driven people who can really make a difference and impact the top line and bottom line
- 15. • OurValue is through Deep Businessunderstanding + Right amount of Technology • Track record of taking ideas to Life with data insights E.g.Newproducts, Demand tracking • ThoughtLeadership in Big Data & Predictive Analytics E.g. OurExperts speak at trade shows • Proventrack record on building with solution frameworks and Methodologies E.g.C2ROI • Technology trendsidentification before most in the market andequip ourcustomers • We have a Passionfor Corporate Training • Focused Delivery. Webelieve averagedelivery quality is as good as losing a customer • Close to a decade ofPredictive Analytics Experience E.g.Statistical modeling, Forecasting Pluto7 - How Are We Different ? 16©2005 Pluto7 and/or itsaffiliates.Allrightsreserved.Pluto7 Confidential
- 16. Contact Us 17©2005 Pluto7 and/or itsaffiliates.Allrightsreserved.Pluto7 Confidential Phone 1-(408)-824-9213 Email contact@pluto7.com Web www.pluto7.com Naveen Jain Naveen.jain@firsttechfed.com Manju Devadas ( Pluto7 ) Manju@pluto7.com
- 18. © 2013 Pluto7 and/or its affiliates. All rights reserved. Pluto7 Confidential 19 Alteryx Server End Users Salesforce, SharePoint Integration with Tableau Server Architecture – Alterxy and Tableau
Notes de l'éditeur
- BI Marketing Data Visualization Data Governance Roadmap Journey Business Case
- Analytics COE Identity actual and missed data sources Evaluate and Ensure integrity and Consistency Find owners, administrators Identify ETL (Extract, Transform, Load) needs Data accessibility, identify pitfalls Setup data access protocols Power Users Responsibilities Typically advanced business knowledge Can act as contact person within the business function
- MRM – Used to targeted online and Email campaigns directed towards prospects captured through DSP OAO – Used for targeted campaigns directed towards prospects captured through old account origination system. How many records are there in OAO that need to be transferred to MRM? Have they been already transferred? Web Analytics (Google) – Target online campaigns based on specific web traffic analytics OSI = Target campaigns based on transactional info. E.g. members who are not close to branches and not performing online/mobile transactions, educate them about Online and Mobile banking Online Banking (SQL Server) – Target campaigns based on online banking behavior. E.g. members who have not logged into online banking for last 6 months, educate them on new features of online banking. Lending QB – Target campaigns towards loan applicants who were approved but did not take loans. Akcelerant – Target campaigns towards loan applicants who were approved but did not take loans. I3 – Target campaigns based on visitors who are more frequently calling in. eFlow – Secure messages handling prior to MRM Outlook - ?? Silvercloud – Not being used since moved knowledge base to Salesforce Maxarr – Automated Telephone Satmetrix – Transaction level survey – NPS based on this. More details from Debbie Dranico PSCU – After hours call center – uses I3 – More details from Debbie Dranico PSCU cuScripter - ?? Live Chat – Future Touche – Used to get feed from Experian for all members to prequalify for loan. However this is now stopped and they get quarterly feed from Experian for all members with outstanding loans. This information does go into OSI. Touche gets extracts from OSI Merges data by SS# and then by address to get households Extracts from ISD from Raymond James to get info such as (Monthly) Rep How much asset full server or direct etc Extract from Insurance - Monthly What insurance home/auto/life,e tc Extract from consumer lending for student loans that are not held by FTCU Extracts from Touche - thinking of moving to Neilson to get demographic info. This extract is received quarterly for new members and annually for all members net worth number of kids size of family Propensity scores - propensity to buy auto, home, credit card, investment (basically all the FTCU products) etc. Bill Pay extract from Fiserve CView Activity Manager - Referral, Branch Investments This data is used by retail, marketing and online. Marketing uses it for running campaigns. More than 80% of which is email campaigns. Interfaces available include TXT File CSV File ODBC connection Version of Touche being used today is 13.2 and they have new version comign soon. This is being used in the Credit Union for last 15 years. Information is kept for last 2 years (monthly basis) and prior to that on Quarterly basis. Cview Database – Laurie Gomes. Contains leads and referral information.