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Copy r ight © 2012, SAS Ins t i tu te Inc . A l l r ights reserved.
THE IMPORTANCE OF ANALYTICS FOR MARKETERS
MAY 2015
Copy r ight © 2012, SAS Ins t i tu te Inc . A l l r ights reserved.
INTRODUCTION: THE IMPORTANCE OF ANALYTICS
Steven HofmansBusiness Solution Manager CISAS South West Europe
@hofmans_steven
Copy r ight © 2012, SAS Ins t i tu te Inc . A l l r ights reserved.
AGENDA: THE IMPORTANCE OF ANALYTICS
Introduction
Current challenges in marketing
Our vision on Big data Marketing
Key take aways
Q&A
Copy r ight © 2012, SAS Ins t i tu te Inc . A l l r ights reserved.
EMPOWERED CONSUMERS:Digital Channels, GenerationsEVOLVING CMO ROLE:
“Mad Men” vs.“Math Men”
CHALLENGES IN MARKETING
analyticalcreative
EXPLOSION OF DATA:Big Data vs. Right Data vs. Small Data
Copy r ight © 2012, SAS Ins t i tu te Inc . A l l r ights reserved.
AGENDA: BIG DATA MARKETING
Introduction
Current challenges in marketing
Our vision on marketing
Key take aways
Q&A
Copy r ight © 2012, SAS Ins t i tu te Inc . A l l r ights reserved.
SAS CUSTOMER DECISION HUB
CUSTOMER DECISION HUB
Event Triggers
Analytical Models
Transactional data
Potential, Risks
Historical
Contact Rules
Strategic Decisions
Priorities
Restrictions
Channels Restrictions
Sales Programs
Service Activities
Marketing Campaigns
Regular communications
Contact Strategies
Copy r ight © 2012, SAS Ins t i tu te Inc . A l l r ights reserved.
SAS CUSTOMER DECISION HUB
Actions
Ru
les
Insi
ghts
Next-Best-Action (NBA)
Analytics in Real Time
Optimized Offerings
(NBA)
Orchestration in Real Time Using
Exclusions Outbound+
1
2
Standard Communication
Order
Answer
Optimization &
OrchestrationDecision Logic
CUSTOMER DECISION HUB
3
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INSIGHTTAKING ADVANTAGE OF THE DATA
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INSIGHT: SINGLE VIEW OF THE CUSTOMER
Who They Are
How they respond
How they Interact
What They Say
What they received
WhoThey Know
Their Potential
Their Value
Where theyare
360°CustomerView
Social data
Contact & response history
Socio demographic data
Analytics
Geo location
Online data
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INSIGHT: CONNECTING ONLINE DATA
Digital visitor
Data Collection
Google Premium Online Data Mart
Transformation
Customer Insight
Event triggered campaigns
Online retargeting
visual and analytical insigths
Advanced analytical insight
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INSIGHT: WEB ANALYTICS
Aggregate Level
In what are my customers interested ?
Where are they coming from?
Which online channels do they use
Which websites and banners are they using
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INSIGHTS 360° CUSTOMER VIEW
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INSIGHT: EXAMPLE OF A CUSTOMER CASE
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Bank • 350 000 website visitors a day • Very low amount of conversions for
mortgages (offline appointment)• Wanted to understand what drives online
conversion to be able to target the customers better.
USE CASE 1: EUROPEAN BANK
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INSIGHT: ANALYTICS TO DRIVE OMNI-CHANNEL CONVERSIONS
Home page of
the bank
Analyze types of mortgage Make
simulations Pop up make an
appointment
Visit to the branch
Inform the customer Money time
E-mail with special offer
THE PATH TO
PURCHASE
Read blog post
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INSIGHT: ANALYTICS TO DRIVE OMNI-CHANNEL CONVERSIONS
Ready for a sales opportunity
Created a Customer profile
Information request
Indicated interest in a product
More then 30 pages visited
Revisited more then 10 pages
Made mortgage simulation
Active for more then 10 Min
Nu
rtu
re t
he
lea
ds
Gu
ide
cu
sto
me
r to
th
e r
igh
t m
ark
etin
g c
ha
nn
el
Copy r ight © 2012, SAS Ins t i tu te Inc . A l l r ights reserved.
INSIGHT: ANALYTICS TO DRIVE OMNI-CHANNEL CONVERSIONS
Home page of
the bank
Analyze types of mortgage Make
simulations Pop up make an
appointment
Visit to the branch
Inform the customer Money time
E-mail with special offer
THE PATH TO
PURCHASE
+ 3 points
+ 7points
+ 5 points + 4
points+ 3 punten
Read blog post
+ 2 points
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INSIGHT: ANALYTICS TO DRIVE OMNI-CHANNEL CONVERSIONS
More then 2 months
0 2 months < 1 month
0,75
2 months < 1 month
1 month < 2 weeks 1,25
Less then 2 weeks
1,50
Time weighted customer profile score
Scores are constantly moving = Recency of the activity is important!
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LEAD CALCULATOR
Customer profile score
0-10 10 – 20 20-30 50< leads
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USE CASE 2: ANALYTICS TO IMPACT MARKET BASKET ABANDONMENT
Online retailer• 380 000 online webvisitors a day• Huge amount of market basket
abandonments• Wanted to reduce basket
abandonment by taking the appropriate action based on analytics and the customer DNA
Basket abandonment rates
Source: https://econsultancy.com/blog/64680-six-tactics-for-reducing-cart-abandonment-rates/
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USE CASE 3: ANALYTICS TO DECIDE RIGHT BUDGET INVESTMENTS
Omni-Channel Retailer• Each marketing channel department
wanted more marketing budget • Every channel claimed “ownership”
of the sales results• CMO wanted an objective way to
understand in which marketing channels he needed to invest
How should I allocate my marketing budget to
maximize returns on investments?
Copy r ight © 2012, SAS Ins t i tu te Inc . A l l r ights reserved.
SAS CUSTOMER DECISION HUB
CUSTOMER DECISION HUB
Event Triggers
Analytical Models
Transactional data
Potential, Risks
Historical
Contact Rules
Strategic Decisions
Priorities
Restrictions
Channels Restrictions
Sales Programs
Service Activities
Marketing Campaigns
Regular communications
Contact Strategies
Copy r ight © 2012, SAS Ins t i tu te Inc . A l l r ights reserved.
KEY CAPABILITIES
Identify complex “moments of truth” for every customer - indicating specific need
Generate personalized and relevant offers to maximize take rates and revenue
Make the right budget investments for every marketing channel
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