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Data is King

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Paul Barrett discusses customer behavior and preferences using Teradata.

For more informaton visit: http://www.teradata.com/t/products-and-services/integrated-web-intelligence/

Publié dans : Technologie, Business
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Data is King

  1. 1. DATA is KING ETIS Conference 2009 – Istanbul Paul Barrett – Teradata
  2. 2. Agenda <ul><li>Introduction </li></ul><ul><li>Data is King </li></ul><ul><li>Lifetime Data Model </li></ul>
  3. 3. Teradata Highlights <ul><li>Teradata Corporation – Launched October 1, 2007 </li></ul><ul><ul><li>Global Leader in Enterprise Data Warehousing </li></ul></ul><ul><ul><ul><li>EDW/ADW Database Technology </li></ul></ul></ul><ul><ul><ul><li>Analytic Solutions </li></ul></ul></ul><ul><ul><ul><li>Consulting Services </li></ul></ul></ul><ul><ul><li>Positioned in Gartner’s Leaders Quadrant in data warehousing since 1999 </li></ul></ul><ul><li>U.S. publicly-traded software company </li></ul><ul><ul><li>S&P 500 Member </li></ul></ul><ul><ul><li>Listed NYSE: “TDC” </li></ul></ul><ul><ul><li>NYSE Arca Tech 100 </li></ul></ul><ul><li>Global presence and world-class customer list </li></ul><ul><ul><li>More than 1,000 customers </li></ul></ul><ul><ul><li>More than 2,500 installations </li></ul></ul><ul><li>Approximately 7,000 associates </li></ul>
  4. 4. Data Is King <ul><li>The Value of Detailed Data </li></ul>
  5. 5. Carburetor Case Study <ul><li>Huge Impact: </li></ul><ul><ul><li>5% lift in acquisition models with this data </li></ul></ul><ul><ul><li>5% of 500,000 sales a month = 25,000 sales </li></ul></ul><ul><ul><li>25,000 sales with $1,000 LTV = $25MM </li></ul></ul><ul><ul><li>$25MM * 12 months = $300MM revenue </li></ul></ul><ul><ul><li>30% margin * $300MM = $90MM margin </li></ul></ul><ul><li>Why: </li></ul><ul><ul><li>Predictive of customer behavior – likelihood to try something new </li></ul></ul><ul><ul><li>Completeness of data </li></ul></ul><ul><ul><li>Easy to match </li></ul></ul><ul><ul><li>Easy to link Predictive to data detail </li></ul></ul>
  6. 6. The Customer Relationship Is Increasingly Data Rich Interactive Digital Analogue Amount of Engagement Data Available Social Media Device Health Subscription Pre-Paid Voice Streaming Content Web Click Stream Interactive Adv. Premium Services Apps Voice CDR Wireless CDR Voice of Customer
  7. 7. Agenda <ul><li>Introduction </li></ul><ul><li>Data is King </li></ul><ul><li>Lifetime Data Model </li></ul>
  8. 8. Communications Companies are on the Front Lines of a Consumer Driven Revolution <ul><li>Detailed Data is a Key Differentiator for Competitive Advantage in Telecom </li></ul>
  9. 9. Understanding Customer Behavior and Preferences <ul><li>On the Network(s) </li></ul><ul><li>On the Web </li></ul><ul><li>Making Payments </li></ul><ul><li>Contact Shops or Contact Centers </li></ul><ul><li>“ My job is to report on our sketchy idea of what a customer is.” </li></ul><ul><ul><li>– Finance Director at a large U.S. carrier </li></ul></ul>
  10. 10. Understanding Network Behaviors N E T W O R K C O N S U M E R S interaction
  11. 11. Detailed Data Can Transform Advertising Targeted Personalized Segmented Profitable
  12. 12. One Problem with Summarization <ul><li>Can’t go back and get granular </li></ul><ul><li>More difficult to match on campaigns, customers, products, locations, etc. </li></ul>
  13. 13. Losing Data about High Value Customers Risks Long Term Customer Revenue A Year Ago Now Next Week High Value Customer Caught in the Financial Crisis
  14. 14. Agenda <ul><li>Introduction </li></ul><ul><li>Data is King </li></ul><ul><li>Lifetime Data Model </li></ul>
  15. 15. Customer Knowledge Over Customer Lifetime <ul><li>Pro-Forma Assumptions </li></ul>
  16. 16. Customer Knowledge Over Customer Lifetime Pro-Forma Assumptions
  17. 17. Customer Knowledge Over Customer Lifetime Pro-Forma Assumptions
  18. 18. Customer Knowledge Over Customer Lifetime Pro-Forma Assumptions
  19. 19. Carriers in the Top 100 Web Sites in Every Country Reviewed <ul><li>Visitors spend a large amount of time on the site – typically more than 5 minutes per day (Compared to less than 3 minutes at banks). </li></ul><ul><li>Customers shop at carrier sites – Shop.vodafone.co.uk is the highest visited page on the site with almost 25% of visitors </li></ul>France #8 – Orange Benchmark – Yahoo.com is #9 #42 – SFR #46 – Bouygues United Kingdom #21 – BskyB #23 – VirginMedia #30 – Orange.co.uk #53 – 02.co.ul #89 – Vodafone.co.uk Ireland #33 – Eircom #37 – O2 Ireland #70 – Vodafone Benchmark – Amazon.com is #35 Spain #70 – Orange.es #90 – Vodafone.es Germany #23 – T-Online #56 – Arcor #96 – O2online.de Benchmark – Twitter is #26 Switzerland #52 – Swisscom #68 – Sunrise Austria #41 – UPC #53 – Telekom Aus. #70 – T-Mobile Aus. Benchmark – Apple Computer is #52 Italy #49 – Vodafone.it Belgium #22 – Mobistar #28 – Telenet
  20. 20. Customer Knowledge Over Customer Lifetime Pro-Forma Assumptions
  21. 21. CDRs Are a Cornerstone Detailed BI Data Source <ul><li>Insightful: </li></ul><ul><ul><li>Customer </li></ul></ul><ul><ul><li>Network </li></ul></ul><ul><ul><li>Financial </li></ul></ul><ul><li>Predictive: </li></ul><ul><ul><li>Churn </li></ul></ul><ul><ul><li>Acquisition </li></ul></ul><ul><ul><li>Overlays </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Pricing </li></ul></ul>
  22. 22. Customer Knowledge by Functional Area Pro-Forma Assumptions
  23. 23. Customer Knowledge by Customer Management Pro-Forma Assumptions
  24. 24. What Data Do You Have that Could Transform Your Business Performance?