Analy&cal(CRM(

Start with the Question and Mind the Data….

More is not better…

By#@LutzFinger#

Lutz(Finger(─ #Quantum#Physicist#

─ #Journalist#─ #Incubator#for#new#Media#

─ #MBA#@#INSEAD#2004#

─ #Sales#Manager#@#Dell#

─ #CoIFounder#of#Fisheye#─ #Researcher#at#INSEAD##

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All#displayed#Logos#are#trademark#protected#by#the#respecMve#companies.#

And 47 different Social Media Profiles

Not all up-to-date. Mind the Data

Two(People:((Who(are(they?(●  Male#

●  Born#in#1948#●  BriMsh#NaMonality#●  2nd#Marriage#

●  Rich#●  Well#known#

Segmenta&on(is(missing(something(

Source:#Annet#Aris#3#

The#missing#informaMon#is#behavior#informaMon.#

Social(as(Indica&on(

Source:#www.newsoXheworld.co.uk#4#

10th#June#2011#–#2.6(million(readers(had#to#look#for#a#new#SUNDAY#paper#

All#displayed#Logos#are#trademark#protected#by#the#respecMve#companies.#

5#

To(find(poten&al(customers…(

Indicated#

desire#to#

switch#

1%#

Former#NOTW#

subscribers#

4%#

Daily#star#on#

Sunday#

15%#

Daily#Mail#

22%#

Sunday#Mirror#

26%#

Sun#On#

Sunday#

8%#

Sunday#Herald#

2%#

Sunday#Time#

7%#

The#Observer#

2%#

Sunday#Star#

2%#

Sunday#Sport#Standard##

2%#

Star#on#

Sunday#

9%#

General#/#Misc#

5%#

Sunday(papers(people(may(switch(to(Discussion(in(TwiIer:(Ready(to(Switch?(

95%#no#info#on#switching##

Source:#Fisheye#AnalyMcs#I#Note:#Twider#Data#only#Jul#2011#

Only#4%:#Choose#the#right#ones!

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#

To(get(Social(Data(is(easy…(

Please#note#that#there#could#be#easily#privacy#concerns.##

# 7#

Use#Email#Find#

Profile ##Aggregate#

Ask#

Consumer#

Aggregate

##

Aggregate#

Via#Filter#

Social Media�Profiles�

Source:#Lutz#Finger#All#displayed#Logos#are#trademark#protected#by#the#respecMve#companies.#

To(organize(not.(

8#

Male# Female#

EU#Countries:#

##548#Segments#

Social#graph:#

##500#m#Segments#

#

Level#of#EducaMon:#

#8#Segments#

Products#bought:#

##24#Segments#

High#School#School# University#Second#

Degree#

Sex:##2#Segments#

Sunday#

Paper#

News#

Paper#

Journal#

Paper#

The Adventurer, Blue Collar, Emerging Adults, Health/ Fitness, Hispanics, Women With Children ...�

“There#are#7#billion#people#in#the#world#and#my#dream#is#to#have#7#

billion#individual#relaMonships”#by#Robert#McDonald##

Source:#Lutz#Finger#

Customer(Rela&onship(Management((●  The#Customer#

should#be#in#the#

Center#

●  It#starts#with#the#Customer#

●  Be#open#/#be#transparent#

Center:(Customer(or(You?(

9#

Analy&cal(CRM((●  Start#with#the#

quesMon#

●  It#is#all#about#YOU#and#your#PRODUCT#

●  Data#Mine#for#

your#needs#

Source:#Lutz#Finger#

For(Analy&c(CRM(N(Ques&on(is(key(

Source:#hdp://www.youtube.com/watch?v=aboZctrHfK8#

Source:#www.google.com#

Source:#Strata#2012#–#Xavier#Amatriain#

#

10#

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:#Lutz#Finger#

Great(Examples(

11#

Measurable#

Direct#QuesMon#

Structured#

&#unstructured#Data#

ConMnuous#Machine#

Learning#

●  Tinyclues#opMmizes#EIshot#markeMng#

based#on#machine#learning#

●  Orange#connect#Survey#Data#to#

Network#InformaMon#

●  Wonga#uses#the#way#people#fill#out#an#

applicaMon#to#predict#Risk#

●  Semasio#uses#content#of#pages#you#

have#been#on#to#improve#markeMng#

efficiency#

●  Target#can#predict#who#of#their#

customers#is#pregnant#

●  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#

All#displayed#Logos#are#trademark#protected#by#the#respecMve#companies.#

Source:#Lutz#Finger#

●  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#

Summary(

12#