Integrated Marketing Analytics & Data-Driven Intelligence

Integrated Marketing Analytics
& Data-Driven Intelligence

• Bruce Swann
• Manager, CI / Integrated Marketing, SAS
• Scott Briggs
• Principal Solutions Architect, Customer Intelligence, SAS
• Suneel Grover
• Sr. Solutions Architect, Integrated Marketing Analytics, SAS
• Adjunct Professor, The George Washington University (GWU)

Module 2: Omni Channel
Orchestration & Interaction

Agenda
I. Operationalize digital data capture and integration
II. Data-driven, multichannel outbound marketing
III. Real-time inbound marketing and dynamic analytics
IV. Creating adaptive customer experiences

Video (Time: 0:00 – 0:51)
http://youtu.be/Y7hekVg4OwU

Customer Journey
RESEARCH
ARRIVE AIRPORT CHECK-IN BAG DROP WAITING TO BOARD
BOARDING
INFLIGHTARRIVAL
COLLECT
BAGGAGE
DEPART
AIRPORT
PURCHASE
THE CAPTIVE CUSTOMER

The Marketers Mandate
Responsibilities
The Marketing
Campaign Where are
Customer
Engaging?
Integrated, multi-channel
inbound/outbound
conversations in real-time
Expectation
Unearth and
dynamically manage
insights to drive
action
Expectation
Deliver relevant and engaging
customer experience, across all
interactions…every time.
Expectation
Identify where customers
are engaging…what
marketing tactics are
working and driving
revenue
Expectation
The
Customer
Experience
Analytics

Today’s Landscape
EMPOWERED CONSUMERS:
Proliferation of Digital Channels
EXPLOSION OF DATA:
Big Data vs. Right Data
EVOLVING CMO ROLE:
Dual Mindset
analytical creative

Valued Customer
Meet Jack…
Valued Guest • 44 Years Old
• Wife, 2 Kids
• Has a MAC, iPad
and PC
• Loyalty Club for
6 months
• Avg. 1.5 Stays a
Month
• Often does
research on
website
• Visits Site Once
a Month
• Active in Social
Media
(influencer)
• Active in online
forums

Customer Journey
Guest Lifecycle
Identify Create Interest Create Desire Win-Back
Marketing No Longer Dictates the
Path to Purchase…
…Being Relevant and Engaging is
key!

Challenge = Opportunity
• Big Data
• Silos
• Empowered Customer(s)
• Channel Proliferation

The Marketers Mission
• Removal and consolidation of customer data silos
• Bringing together offline and online data sources
• Doing more marketing with less money
• Enabling marketing and communications to do more with data
• Less reliance on IT department to perform data extracts
• Marketing complexity expanding faster than budget

Copyr ight © 2012, SAS Institute Inc. All rights reser ved.
Example Guest Path
CustomerValue
Time
Interest Engage Monitor & RetainGrow and Delight!

Integrated Marketing Analytics
#1.
DATA INTEGRATION
#3.
OMNI CHANNEL
MARKETING
#4.
MEASURE/
ATTRIBUTE
#2.
INTEGRATED
ANALYTICS

Consolidate Information
#1.
DATA INTEGRATION
#3.
OMNI CHANNEL
MARKETING
#4.
MEASURE/
ATTRIBUTE
#2.
INTEGRATED
ANALYTICS

Drive Value of Data
#1.
DATA INTEGRATION
#3.
OMNI CHANNEL
MARKETING
#4.
MEASURE/
ATTRIBUTE
#2.
INTEGRATED
ANALYTICS

Orchestrate Next Best Action
#1.
DATA INTEGRATION
#3.
OMNI CHANNEL
MARKETING
#4.
MEASURE/
ATTRIBUTE
#2.
INTEGRATED
ANALYTICS

Measure and Improve
#1.
DATA INTEGRATION
#3.
OMNI CHANNEL
MARKETING
#4.
MEASURE/
ATTRIBUTE
#2.
INTEGRATED
ANALYTICS

The Messaging Mandate
Relevant and Engaging
Every time!
Customer-Focused
Messaging
Cross-channel
Incorporate Analytics
Unified View

Data Management
#1.
DATA INTEGRATION
#3.
OMNI CHANNEL
MARKETING
#4.
MEASURE/
ATTRIBUTE
#2.
INTEGRATED
ANALYTICS
Createa Complete View of the
Customer:
• Record Customer Contact History
• Incorporate Cross-Channel Usage
• Add Cross Product Behavior
Include a Complete View of the
Business:
• Add Key Business Unit Activity
• Layer in Relevant Market Data
#1.
DATA INTEGRATION
#3.
OMNI CHANNEL
MARKETING
#4.
MEASURE/
ATTRIBUTE
#2.
INTEGRATED
ANALYTICS

Solution Silos
Email
Web
Mobile
Social

DIGITAL DATA
IS THERE UNTAPPED OPPORTUNITY?

Video (Time: 0:00 – 1:22)
http://youtu.be/N5WurXNec7E

The Challenge Brands Are Addressing
“Thecapture, management, and analysis of data to provide a
holistic view of the digital customer experience that drives the
measurement, optimization, and execution of marketing tactics
and business strategies.”
Progressing Towards Digital
Intelligence…

Ability To Collect, Integrate,
& Prepare Digital & Offline
Data With Business Context

Challenges? We Think Not…
Opportunity #1
Ability To Collect
& Immediately Access
Granular Data
[Addressing Latency
& Tag Management]
Opportunity #2
Pre-Processing Data
For Marketing
& Analytics
[Adding Business
Context]
Opportunity #3
Leveraging
Advanced Analytics &
Marketing Automation
[Relevance &
Personalization]

Digital Analytic
Data Mart
Digital Visitor
Dynamic
Data
Collection
Data
Transformation
Visual Analytics &
Reporting
Predictive Marketing
Analytics
Outbound MarketingInbound Marketing
Personalization
“Other” Data

DIGITAL DATA
IS THERE A BETTER WAY TO COLLECT IT?

Traditional Web
Analytic Tagging
1. Involves IT skills
2. Requires getting
involved with your
CMS/Website
rollout
3. Adds weight to the
page
4. Business meaning is
applied at capture
5. You need to know
what you want
upfront
6. Missed tag, missed
data

 Digital Data Collection at the browser level by adding one insert,
that never changes, to each page of your site, mobile app, or social
media brand page:
<SCRIPT language="JavaScript"type="text/javascript“src=“…………….."></SCRIPT>
 Dynamic content recognition
 Automatic collection of ALL activity (Subscriber or Anonymous)
 Highly accurate granular data - timed to the millisecond
 Choose to collect the level of detail to meet your PII Policy
GLOBAL TAGGING

DATA COLLECTION DEMONSTRATION
Demo:Browser
Demo:Events

DIGITAL DATA
TRANSFORMATION INTO BUSINESS-
READY INFORMATION

DEALING WITH DIGITAL DATA COMPLEXITY
Automated Data Preparation
Data Integration
Data Quality
Data Governance

CUSTOMER LEVEL BUSINESS CONTEXT
Customer (name, email, account id, etc.)
Visitor (Online ID) Visitor (Online ID)
Session 1 Session 2 Session 3Session 2Session 1 Session 3 Session 4 Session 5

THE DECISION YOU MAKE AS AN ORGANIZATION

Digital Analytic
Data Mart
Digital Visitor
Dynamic
Data
Collection
Data
Transformation
“Other” Data
If you succeed, you
land here…and that
opens the door to:

Data Management
Silos
Structure &
Unstructured
Big Data
Who knows
how to
leverage?
• Last open date
• Forward to a friend
• Visit recency
• Abandoned cart
• SMS response
• Poll response
• Network membership
• Number of friends
Data Hub
1 2 3Source Data Merge/Purge/Cleanse Make accessible/actionable

Consumer Data
Ann and Jack Smith
280 King St., Denver, CO
btSmith@outdoor.comCutID= 99-1234567
P&O_ID=977, CMR_ID=334, DW_ID=99, CC_ID=55
CRM CMS
Data
WarehouseCall Center
Data Hub
Ann Smith (ID=55)
280 King St., Denver, CO (406) 363 4424
Jack T. Smith (PatronID=99)
Denver, CO
btSmith@outdoor.com
Jack Thomas Smith (ID=334)
280 King St., Denver, CO 80236
bSmith@outdoor.com
Jack Smith(ID=99)
Denver, CO
PatronID = 99-1234567
Ann Smith (CookieID=99xyz123)
annie@outdoor.com
Web

Online/Offline Profile
Anon
Time
E-MailBehavior Account
Attract visitor
Track across
sessions
Browsing Behavior
Clustering
Product linking
(nearness)
Customer
Insight
CustomerValue
Browse
Segmentation
More effective targeting
Frequency of visits
Engagement Level
Shopping Behavior
Customer Behavior
Customer Value (RFM)
Predictive Insight
(Churn/Opportunity)
Lifecycle and Lifestyle
Customer as
partner/promoter
76013
Cookie Sessions
Online
Segment
User IDGeo
1 2 . . . n Browser owencox01
Visitor
Profile
Young Prof Owen.Cox@sas.com
Email
Product
Affinity
Sale Gadgets
Value
Hi/Promo

Better Informed
Decisions
 Aligns marketing strategy with how online consumer behave
• Ex. Stop sending a winback email to a customer who was just onsite
 Reveals behaviors across online media to discover new
marketing opportunities
• Ex. Expand marketing reach by tapping into customers with large social
influence
 Enables more efficient marketing processes by leveraging
technology to execute messaging
• Ex. Use triggered messaging functionality to reduce dependency on
human resources

Starting Point
 Start with a simple, phased approach:
• Digital
• Email
• Mobile CRM
• Social Media
 Use marketing initiatives to encourage “identifiable”
customer integration events
• Integrate Social/Mobile/Web
• Onsite registration/Opt-in
• Email click
• Online purchase
• Product review

Integrated Analytics
#1.
DATA INTEGRATION
#3.
OMNI CHANNEL
MARKETING
#4.
MEASURE/
ATTRIBUTE
#2.
INTEGRATED
ANALYTICS
Create Insight
• Define Business Value Drivers
• Profile and Model Customers
• Calculate Customer Profitability
• Forecast Customer Behavior and Potential
Visualize and Act on Insights
• Segment Customers and Markets
• Isolate Trends and Opportunities
• Layer in Relevant Market Data
#1.
DATA INTEGRATION
#3.
OMNI CHANNEL
MARKETING
#4.
MEASURE/
ATTRIBUTE
#2.
INTEGRATED
ANALYTICS

Operationalizing
Analytics
Time
Introduction
Growth
Maturity
Fader
Significant
Opportunity
PatronValue
Inform Persuade Remind Retain

Acquisition Development Retention Churn/ Win-back
NetMargin
Decisions points during Acquisition:
•Customer looking at website, exploring,
comparing pricing, etc…
• Predict next best action, likelihood to
respond
•Evaluate product Bundles
Operationalizing Analytics
The Life Cycle

NetMargin
Decisions points during Relationship Development:
•Customer engages, books initial trip, customer
service, call routing, inquiry handling
• Recency, Frequency, Monetary
• Cross & Up-sell, Next Best Offer
• Dynamic website experience & web self-service
The Life Cycle

NetMargin
Decisions points during Retention:
•Customer comparing options, complaints, less frequent/recent, value
dropping
• Targeted Retention Activities
• Next Trip Pricing, Discounting & Bundling
• Reactive Retention
The Life Cycle

NetMargin
Decisions points during Churn/Win-back:
•Customer activity drops (web, play, visits, stays, etc.)
• Win-back Discount and Bundling Pricing
• Trigger campaigns for future reacquisition
The Life Cycle

HARNESSING DATA
USING PREDICTIVE ANALYTICS

Video (Time: 0:00 – 2:20)
http://youtu.be/BjznLJcgSFI

Predictive Marketing Analytics
OtherEDW SocialCRM Digital Mobile
Data Sources
Data Management
Analytics
Data
Quality
Data
Integration
Data
Model
Data
Governance
Analytic
Segmentation
Predictive
Modeling
Analytic Data
Visualization
Forecasting

Advancing Predictive Marketing
Decision Trees, Regressions, and
Neural Networks
Association / Sequence
(Acquisition / Cross-sell)
Survival Analysis
(Retention / Churn)
Two-Step &
Ensemble Models
Clustering
(Proprietary Segmentation)

HARNESSING ONLINE & OFFLINE DATA
RAPID PREDICTIVE MODELING DEMO

Analytics on Email Data
#1.
DATA INTEGRATION
#3.
OMNI CHANNEL
MARKETING
#4.
MEASURE/
ATTRIBUTE
#2.
INTEGRATED
ANALYTICS
High Level
Segmentation
%
New 5 %
Inactive 30 %
Opener 30 %
Clicker 15 %
Social Email
Sharer
5 %
Total 100%
Email Behavioral
Segmentation
Definition %
Potential New and Inactive (<1 Month) 5%
Newly Engaged New opener and clicker (< 1 Month) 7%
Up and Comers Consistent opener and clicker (2-4
Months)
18%
Highly Active Long term opener and clicker (6+
months)
10%
Declining Interest Lapsed opener, clicker (2-4 Months) 10%
Bored Inactive (2-4 Months), Lapsed
opener
20%
Asleep Inactive (6+ Months) 30%
Basic
Behaviorial
Segmentation

Objectives:
To identify customer segments which are most likely to response positively to a specific campaign or
marketing actions.
Considerations:
 Not all customers may be considered for a specific marketing program/campaign
 Each customer may fall into many different segments
 Useful and actionable segments
Key Attributes:
 Trip Data
 Play Data
 Value Tier
 RFM
 Age
 Gender
 Demographics
 Mobile Subscriber
 Socially Active
 Online RFM
Targeting Segmentation

Analytical Marketing Strategy
1
2
3
4
5
6
Define Marketing Objectives and Strategy
Develop Segmentation
Predictive Modeling
Customer Contact Strategy
Optimization Strategy
Marketing Performance

Omni Channel Marketing
#1.
DATA INTEGRATION
#3.
OMNI CHANNEL
MARKETING
#4.
MEASURE/
ATTRIBUTE
#2.
INTEGRATED
ANALYTICS
Create and Automate Customer Interactions
• Define Desired Customer Experience
• Set Business & Customer Thresholds
• Identify Relevant Service and Offers
• Execute Outbound Multi-channel
Interactions
Integrate Predictive Analytics Into Campaigns
• Optimize Interactions and Investments
• Score for predicted behavior within a
campaign
#1.
DATA INTEGRATION
#3.
OMNI CHANNEL
MARKETING
#4.
MEASURE/
ATTRIBUTE
#2.
INTEGRATED
ANALYTICS

Multi-channel
Marketing
“Marketers are aggressively shifting budget to digital media and
seeing interactive as more effective than traditional efforts. They look
now to campaign management applications that enable them to act
on and react to empowered customers rather than just integrate
more channels.”

Messaging Mandate
Customer-focused
messaging drives more
customer engagement,
more relevant
messages/content and
higher marketing ROI.
Key enablers:
• Single View
• Reduce Silos
• Real-time Decisions
• Analytics

Example Re-Engagement
Email
Message 1
Engage?
Yes
Website
Message 1
No Site Visit? Mobile?
Mobile
Message 1
Email
Message 2
Engage?
Email
Trigger
Email
Trigger
Engage?
Mobile
Trigger
No
No
Yes
Email
Trigger
Yes
No
No
Yes Yes
Email
Message
Mobile
Message
Website
Message

Multi-channel
Marketing
2. Request
sent via web
service
Applications
Web sites, call center,
terminals
1. Request a
decision utilizing
data about the
customer
captured in real-
time
6. Receive
decision and take
action while the
customer is still
engaged
5. Return
decision
Decisions in Real-
time…
3. Execute a
decision process
4. Make a decision
using business rules,
analytics, & a
comprehensive view
Other data
Real-time
analytics

DecisioningDelimma
Offer1
Offer2
Offer3
Offers and Marketing
Content
Channels Customers
Maximize economic outcomes by solving the offer assignment problem while considering…
Call Center
Capacity
Minimum
Mail Run
Budgets
Contact
Preferences
Lifestyle
Needs
Product Targets
Rules &
Constraints
I just
moved up
a tier…
I just
booked a
trip…
Can only
make 1
contact a
month…
Email Only
Please!

Guest Intelligence Lifecycle
Welcome
Message(s)
Re-Activation
SMS/Email
Win Back
Message/Offers
Acquisition Development & Engage Retention
GuestValue
Win Opt-in &
Conversion
Promotional
Messages
Time
Interaction Analyze Analyze AnalyzeInteraction Interaction

Guest Intelligence Lifecycle
Acquisition Development & Engage Retention
GuestValue
Time

Improve Impact and Performance
#1.
DATA INTEGRATION
#3.
OMNI CHANNEL
MARKETING
#4.
MEASURE/
ATTRIBUTE
#2.
INTEGRATED
ANALYTICS
#1.
DATA INTEGRATION
#3.
OMNI CHANNEL
MARKETING
#4.
MEASURE/
ATTRIBUTE
#2.
INTEGRATED
ANALYTICS
#1.
DATA INTEGRATION
#3.
OMNI CHANNEL
MARKETING
#4.
MEASURE/
ATTRIBUTE
#2.
INTEGRATED
ANALYTICS
Measure Results
• Automate the measurement process
• Track the performance of campaigns
• Monitor key performance indicators
around customers
Leverage Knowledge Across Business
• Refine business actions using automated
tools based
• Distribute information in a consumable
manner to stakeholders

How Do We Get There?
#1.
DATA INTEGRATION
#3.
OMNI CHANNEL
MARKETING
#4.
MEASURE/
ATTRIBUTE
#2.
INTEGRATED
ANALYTICS
#1.
DATA INTEGRATION
#3.
OMNI CHANNEL
MARKETING
#4.
MEASURE/
ATTRIBUTE
#2.
INTEGRATED
ANALYTICS
#1.
DATA INTEGRATION
#3.
OMNI CHANNEL
MARKETING
#4.
MEASURE/
ATTRIBUTE
#2.
INTEGRATED
ANALYTICS
2. Integrated
Marketing
Analytics
1.Data
Management
3. Multi-Channel
Marketing
4. Customer
Optimization
5. Real-Time &
Digital Analytics
• Consolidating robust
information
• Collect guest
behaviors &
preferences
• Single version of
truth
• 360 view of
customers, brands &
market
• Unearthing insights &
patterns
• Data mining &
analytics
• Understanding
customer & business
value drivers
• Measuring outcomes
• Leveraging insights
• Developing &
executing customer-
centric interactions
• Outbound &
Inbound
• Automate
• Planning optimal
customer
interactions
• Maximizing
customer
engagement and biz
ROI
• The next best offer
by channel for each
customer
• Real-time Decisions
• Collect, analyze and
leverage online
behavior
• Social Media
Analytics
• Create online profile

LET’S IMAGINE
A FEW BUSINESS USE CASES…

Prospect Visits
Website
Explores Pricing
Explores
Registration
CONFERENCE PROSPECT: ACQUISITION

CONFERENCE PROSPECT: OUTBOUNDMARKETING AUTOMATION
Explores
Registration
Trigger Outbound Marketing
Campaign
CRM Data
On Line Behavior
Enrichment Data
Advanced Analytics
& Scoring

Prospect Visits
Website
Explores Pricing
Explores
Registration
CONFERENCE PROSPECT: UPSELL / CROSS SELL
Prospect Returns Two
Hours Later

CONFERENCE PROSPECT: INBOUNDMARKETING AUTOMATION
ProspectEnds
Session
Create Real-Time
Trigger (Inbound)
CRM Data
On Line Behavior
Enrichment Data
Advanced Analytics
& Scoring
Prospect Returns
Two Hours Later
Personalize Website
Experience
Targeted
Personalization

Video (Time: 0:00 – 1:22)
http://youtu.be/8mzF7DOzmiA

Sunday Morning Preview
Marketing Operations Management
1. Integrate your marketing process management
activities
2. Control the management and distribution of
marketing programs and workflows

Integrated Marketing Analytics & Data-Driven Intelligence

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Notes de l'éditeur