Big Data Marketing Seminar NGData Steven Noels

Improving the Customer ExperienceOpportunities with Big Data

Faces Of Content Big Data Marketing

27 January 2015

2Copyright 2015 NGDATA®, Inc. Confidential – Distribution prohibited without permission

About NGDATA

Large data processing

Artificial intelligence

Complex Analytics and BI

Decision systems

EXP

ERTI

SE 50+ employees

Offices in the US and Europe

Flagship Product - Lily EnterpriseCO

MPA

NY

Global partnerships with

pioneers in Financial Services,

Media & Publishing and

Telecommunications

PR

ESEN

CE

Technology

Software

System Integration

ConsultingPAR

TNER

SHIP

STurning Big Data into Actionable Customer Insights


Customer Experience Customer Spamming is doing more damage than good

Customer insight is limited to a subset of available data - Limiting relevance and timeliness of offers

Company& Customer

Activity

CustomerCRM

Systems

CustomerWeb & Mobile

Customer Channel Campaigns

CustomerService Desk

Social Data

Website &online apps

Mobile App Server

Mail

SMS

Print

Broadcast

Offers

direct mail

ATM

web

Agent, IVR

email

mobile

chat

Relevance?Awareness?

Value?Timing?Clarity?


Google NowThe Leading Example

real-time

context-aware

hyper-personal

connect the dots


Not Just Big Data Graphs…

Enterprises are NOT looking for new presentations of their data anymore,

but for RESULTS and for solutions and people to achieve them


Retail Banking: Customer Service Above All Others

42.2%Customer Service

24.3%Bank Location

22.0%Efficient Online

Services

11.5%Financial Rates/Loans

Which quality is most important to consumers when selecting a bank?

Customer Service is Valued Even More Than Financial Rates/Loans

NGDATA

Survey Findings 2014


Retail Banking: Do You Understand Your Customers?

Only 20%

are very confident their bank understands them

NGDATA



Retail Banking: Customer Loyalty is Hard to Come by

Knowing your customer drives credibility, and therefore, loyalty

NGDATA



Media IndustryClear Readership Behavior Change

90% of the visitors read less than 5 articles per day

Audience behavior varies strongly between device used

Social referralsskip the homepage

Editorial classifications do not match up with market segmentation

NGDATA & iMinds

Joint Research Findings 2014


Gain Greater Value with Existing Data

EnhanceCustomer Service

Deliver an effectiveomni-channel

strategy

Proactively Engage

Customers

Know All of Your

Customers


42.5%of 45-54 year-olds hold 1-3 bank accounts

Number of bank accounts held

▪ Improve customer

relationships with everyone

• automate processes related to

understanding all customers -

tied to context, intent,

preferences

▪ Easily identify high-value

customers

• use behavior-based metrics and

value-scoring models for greater

value

Know All of Your Customers


▪ Online is important but

multichannel is even

more important.

▪ Engage customers

effectively by reaching

them via their preferred

channel(s).

▪ With each interaction,

channels should update

to provide a

personalized, richer

experience.

Deliver a Consistent Omni-channel Experience


Proactively Engage with Customers

customer removes multiple

products from portfolio

6OCT

customer

churns

11NOV

manual churn score (bi-monthly)

portfolio size (weekly)



win-back period



6OCT

customer

churns

11NOV

win-back sensitivity

manual churn score (bi-monthly)




win-back period

win-back sensitivity

Lily churn score (continuous)


customer

churns

11NOV

customer

retention

actions

Lily alerts for in-

creased churn risk



6OCT


Enhance Customer Service

▪ Anticipate future needs

▪ Using information from

multiple channels.

▪ Deliver unique customer

experiences

▪ Increase customer

retention, up-selling and

cross-selling


Become Customer Centric

Preferences

Affinities

Context

Behavior

CUSTOMER DNA


Building DNA with Big Data

▪ Cover untapped data sources

− online

− transactional

− device

− network

▪ Combine into True Omni-

channel profile

▪ Streaming Data: Act in real-

time

CUSTOMER DNA


I have a customer - what are the top 3 products he is likely to buy?

Answering the Tough Questions…

Which top hundred customers are likely to buy my product X today?

What is the best channel to connect with my customer, and when?

Can I turn around my most valuable potential churners?


Lily Real Time PersonalizationWithin the Current Enterprise Architecture – Improving existing BI landscape

Operational Systems

External Data

Contract/Product Data

Customer Operational Data

Reference Data

Reporting / Analytics

Enterprise BI and reporting

Enterprise Analytics Applications

Marketing and Social Data

Lily EnterpriseCustomer Interaction Data

Campaign Data

ERP/CRM Data

Data Warehouse Data

Service Desk

Customer CRM and IVR Systems

Real Time Integration

Data integration

BatchIntegration

ETL or

Lily API based

Lily Connector Based

Web and Mobile

Mobile Apps

Customer Website & Social

Channel / Campaigns

Mail

SMS

Print

Broadcast

Mar

keti

ng

Cam

pai

gn M

gt

Sales Office

Agent / Advisor

Feedback


Getting to the RIGHT data for customer identity and actionable profiles:

Big Data Making the DifferenceIntelligently Handling Big Data and Building Customer DNA in Real-Time

• Lily uniquely builds Customer DNA, keeping a detailed record of individual customer behavior

• Contains factual information and interpreted data -translated into specific KPI’s kept up to date in real time

• Numerical and normalized for immediate use in learning models, business process and analytics

• Consists of thousands of metrics, key markers, monitory CLV,…

• Keeping track of all metrics over time allows to take timely actions on signals, trends, exceptions, values,...

• Generating a complete understanding of the customer, delivering immediate results


LEVEL3

LEVEL2

LEVEL1

LEVEL0

LEVEL-1

Lily –Data driven

The Customer –Inbound

The Marketer -Outbound

The DataScientist

The Lily Added ValueFrom hindsight to data driven: the use cases

Hadoop/DW/Storage

Customer DNA Customer interaction is evolving…

• from out-bound to in-bound• from segment to ONE• from reactive to proactive• And real time is the only time that matters

Working with LilyDynamic Micro Segments,

Campaigns, ...

Lily Responds to Customers with Personalization, Advertising,

Security, Opportunities, Real Time...

Lily triggers actions to agents, sales, marketing, call centers, Customers when opportunities, fraud or risks


Applied to Subscription-based BusinessesCustomer Lifetime Value (Inbound, Outbound, Risk)

• Personalization

• Offer recommendations based on individual preferences

• Customer Service assistance

• Manage risk, fraud prevention, Reduce customer churn

• Personalization, Customer Services

• Better targeting, micro campaigns, social leaders

• Reduce customer churn, price sensitivity

• Media and IPTV, audience measurement

• Personalization, Cross sell/upsell

• Recommendations – ads, content, etc.

• Audience measurement

• Customer Services

Banks

Telecoms

Media and Publishers


Customer DNA in MediaLarge International Media Group – De Persgroep

Single Customer View –

Centralized, real time updated, and very detailed single customer view, driving personalized marketing and customer analytics.

Fight Churn more Efficientlythrough more careful Targeting

Result

• A platform for actionable, omni-channel customer intelligence from Big Data

Objectives

• Collect CRM/DWH and clickstream data• Build Customer DNA with 1000s of metrics• Support operational & analytical reporting• Integrate with Campaign Management for offer

proposal and capture feedback• Learn affinities for automatic profiling

Solution

“ NGDATA is critical in the way we capture, analyze and generate actionable intelligence from Big Data. NGDATA makes it easier for us to connect with our customers across all of our channels, learn from their behavior and create personalized, unique offers to foster loyalty.”

—Luc Verbist, CIO, De Persgroep


1-2-1 Marketing and Micro CampaignsQuad-play Telco/Media – Telenet (Liberty Global)

Individual Product and Content Preferences –

Marketing campaigns with higher Frequency (> x10), higher Response rate (x4) and reduced Budget (< ½)

Result

• Improve ROI (conversion ratio) of Marketing Campaigns by targeting individual customers

Objectives

• Customer DNA with focus on usage, network, context based interactions and product preferences

• Learned preferences to feed event-based marketing actions & send SMS offer to stimulate subscription renewal

• Personalized video

Solution

“ With the international expertise of NGDATA, our CRM department now exists at the center of all our inbound and outbound customer interactions, sharing real, actionable business intelligence and insights, executing hundreds of targeted campaigns on a yearly basis.”

—Bert Van Driessche, Director of CRM and Consumer

Intelligence, Telenet


Optimize Sales Targeting for SubscriptionsLarge Belgian News Publisher – Mediahuis

Real Time Actionable Customer DNA –

Allows marketers to send the right message to the right customer/prospect at the right time. Model lift of 4.5.

Result

• Optimize sales targeting for increased subscriptions of new customers and increased span of existing subscriptions

Objectives

• Real time ingest of the website click streams, Messagent interaction data and marketing database

• Build a acquisition propensity predictive model using on Random Forest techniques.

• Acquire operational efficiency which leads to a daily run of the acquisition model.

• Selection of the prospect and customers to be targeted and expose individual DNA to execution

Solution


Execute: Merchant-funded Mobile OffersFortune 50 US Retail Bank

Mobile Information Mobile Wallet Mobile Redemption

• Leverage multiple sources of data to improve coupon redemption rate through real-time, location-based personalized offers

Objectives

• Real-time ingest of payment transactions• Behavior-based MCC preference learning• Location- and preferences-based coupon selection &

delivery in mobile wallet• Evaluate performance between collaborative

filtering & KB-based preference learning

Solution

Individual Coupon delivery –

Average targeting precision increased by 5-7x, results in increased redemptions and loyalty

Result

Thank YouQuestions? [email protected]

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