SAS Customer Intelligence Insight into ActionDetermine effectiveness across marketing messages ... SXSW Roadtrip Challenge •In 2010, 8 teams competed as they road-tripped from their

Copyright © 2011, SAS Institute Inc. All rights reserved.

SAS Customer Intelligence Insight into Action Automotive Industry Forum May 6, 2011 Jim Leone, Principal Solutions Architect

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Agenda

Customer Intelligence landscape

Customer Targeting

Segmentation

Optimizing Outbound Engagement

Social Media

Trends in Consumer-Driven Engagement

Analytics: Listening, Tracking and Measurement

Futures

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The Marketer’s Mandate Has Evolved

Responsibilities

The Brand

The Marketing Campaign

Insights and

Analytics

The Customer

Experience

Integrated, multi-channel in/outbound conversations in real-time

Expectation

Sustain brand health in a rapidly changing virtual world

Expectation

Unearth and dynamically manage insights to drive action

Expectation

Deliver a branded customer experience in and outside of marketing

Expectation

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Successful Analytics: Iterative and Interactive

Maximize

Cross-

Business

Impact

Take the Right

Marketing Action

Find the Most

Profitable

Growth

Opportunities

Profitable Revenue Growth

Integrated intelligence to

take across channels and

brands

Accessible analytics to

find the growth opportunity

Superior decision engines to invest in the

right marketing mix

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Critical Business Questions

“Which consumers are targets for acquisition?”

“Which customers are most likely to trade up?”

“What are the new options that customers respond to?”

“Which consumers are likely to respond to the new model?

How is our brand perceived in the marketplace?”

“Which customers are most likely to move to a competitor?”

“How can we build greater loyalty?”

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Auto Shows

Call Center

Social Network Kiosk

email

Online

Demographic

Comprehensive Customer information integrating the online and

offline data sources

Supported by Rich Consumer Information

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http://images.google.com/imgres?imgurl=http://www.steelechrysler.com/site-sag/media/chrysler/kengerrard.jpg&imgrefurl=http://www.steelechrysler.com/en/home/aboutus/default.aspx&h=254&w=150&sz=11&hl=en&start=124&sig2=HeXtmK0kHw8w73B-Eu08vQ&um=1&tbnid=ErhskTYuo6jqrM:&tbnh=111&tbnw=66&ei=58HqRvLEGsnGiwGsyaC2Cg&prev=/images?q=chrysler+customer&start=108&ndsp=18&svnum=10&um=1&hl=en&sa=N


Customer Targeting

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Segmentation

…divide consumers into a number of groups based on (dis)similarity

of consumer attributes

Allows focus on a consistent group and provides data-driven insight

Consumer Data Statistical Segmentation

/ Clustering

Resulting

Clusters

Attributes

High net worth, single

Ready to Trade Up

Low net worth, college age kids

Focused on value

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Understanding Segment Profiles

Urban Boomers

Soccer Moms

Empty Nesters

Upscale Digerati

Mobile Singles

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Understanding Segment Profiles

Understand what makes segments unique

Determine the desirable groups to target

Design the message for the audience

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Identifying the Targets

Predictive modeling is the mechanism for identifying Target group membership

Various techniques can be applied and compared

Likelihood measures are calculated and evaluated

Who is in the Target group?

APPLY CHOSEN MODEL

Empty

Nesters

Not in

Target

Group

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Predictive Modeling Process: Best Practice

Integration of People, Processes, and Technology

Business Manager

– Manages Campaigns – Domain Expert – Evaluates Processes & ROI

Analyst

– Data Preparation – Exploratory Analysis – Descriptive Segmentation – Predictive Modeling

CxO

– Defines CSF – Evaluates Success

Formulate Problem

Gather Data

Data Quality

Analysis

Transform and Select

Predictive Modeling

Validate Model

Deploy Model

Monitor Results

http://sww.sas.com/wwm/technology/bi/Henri Le Bleu.doc

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Applying Analytics for Automotive Sales and Marketing

Find most profitable areas for growth

Upsell opportunities

New customer acquisition

Maximize ROI for marketing programs

Determine effectiveness across marketing messages

Focus resources on effective programs and eliminate waste

Maintain and cultivate brand strength

Identify top factors in customer loyalty and retention

Target specific demographics and dealer groups with best offers

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SAS Customer Examples

• Eliminate unprofitable consumers

• Improve messaging

• Optimize communications over time

Maximize marketing ROI

• Guide consumers to most profitable channels

• Provide enriched experience

Optimize cross-channel interactions

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Customer Interaction When the Customer is Driving

Social Media

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How the Auto Industry is Embracing Social Media

Road Trip

• Summer 2010: 2 sub-compacts equipped w/online apps went on a road trip from MI to SF. One car blogged and tweeted trip updates using the app “Auto”matic Blog

Rally America

• 6 teams compete in various interactive challenges. Others participate by helping the drivers solve puzzles

SXSW Roadtrip Challenge

• In 2010, 8 teams competed as they road-tripped from their home base to the SXSW Festival in Austin. Led to over 61MM impressions

• In 2011, the field was expanded to 10 teams

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Social Media Properties

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Surface Insights that are actionable across the enterprise

Online Conversations

Brand & Market

Tracking

PR & Customer Service

Customer Feedback

Mgmt

Online Media

Analysis

• WHAT are consumers saying

about your brand? About the

competition?

• WHO is creating content

about your brand…Journalists?

Bloggers? Forum members?

• WHO among these authors is

a threat to reputation? An

opportunity for advocacy? Who

is most influential?

• WHERE are consumers talking?

• Is volume trending up or down?

• WHICH sites matter most?

• WHICH sites are more positive? Negative?

• WHAT aspects of your business

drive satisfaction and loyalty?

• WHAT questions and unmet

needs emerge?

• HOW do perceptions differ

across the various channels

through which customers give you

feedback?

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Challenges

Hard to keep up with the volume and growth of online discussions

Challenging to discern macro-level trends in unstructured text data

Difficult to identify influential social media sites and authors

Current methods only provide limited “view” – no planning capabilities

Cannot combine with other business tools like web analytics, call center logs, survey responses, etc. to create a holistic perspective of consumer opinion and behavior

Need to go beyond listening to engaging

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Social Media Analytics: Tracking Sentiment

Examine the detail

to evaluate cause

of overall shift in

sentiment

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Social Media Analytics Sentiment Tracking

Track opinions in real-time

Advanced

analytics to parse

and score for

overall sentiment

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Successful Social Media Programs

Built on word-of-mouth

Being a good steward of customer interactions builds brand evangelists

Make personal connections

Put a human face on the interaction

Foster interaction, but don’t force

Are honest

Be open about issues with products and services

Be a part of the conversation

Can reinforce traditional channels

Good interaction can drive traffic

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Worlds are Colliding

Website Analytics

Social Media

Media Mix

Search Engine Marketing

Web site design/experience

E-Commerce

Online Campaign Management

Topic Analysis

Sentiment Analysis

Social Volume Analysis

Surveys and Voice of Customer

TV

Radio

Print

Online

Out of Home

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Marketing Strategy

Optimization

Marketing Campaigns

Marketing Processes

Campaign ERP Social CRM EDW Online

Data Integration

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The SAS Customer Intelligence Solution

Risk &

Fraud

Customer Service

Public Relations

Finance

Operations

Online Mobile

In Person

Call Center

Direct Mail

Social

Mass Mass

Marketing

Customer Profitability

& Forecasting

Sentiment & Unstructured

Data Analysis

Data Mining &

Customer Analytics

Campaign

Management

Real-Time

Decisioning

Marketing Resource

Management

Marketing Performance Management

Optimization Marketing Mix

Analysis

Online Customer

Behaviour Social Media


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Documents

SAS Customer Intelligence Insight into ActionDetermine effectiveness across marketing messages ... SXSW Roadtrip Challenge •In 2010, 8 teams competed as they road-tripped from their