How Data Science is Transforming Sales & Marketing

SAS Forum – October 2015

Sorry, you won’t learn a lot about data science today

I grew up in the world of linear marketing and sales models

Production Marketing Sales Client buys

What about the D of data in those old days ?

For marketing & sales, data was like a rear mirror.

‘”You kind of need it…. but is not crucial to do business”

But in other jobs and industries data has been the key since decades

Any difference between ‘actuaire’

and ‘data scientist’ ?

Technology : mobile, 3D printing, IoT, processing & storage power,…

Crisis events : financial markets, 9/11, …

Regulation : consumer protection, environmental, competition laws,…

Social media : making the crowd is extremely vocal and powerfull

Integration of value chains : blurring of industry bounderies and fight for control

… times have changed

Give me power

The Next Generation of Customer Expectations is there

Sell

Push

Pull

Sense & Respond

The death of push marketing & sales follows in their slipstream

10

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CONFIDENTIALMarketing Plan 2016 – July 2015

It’s all about re-inventing

the customer experience

Customer

experience

Value

PropositionTouchpoints Data

(Brand)

= x X( )

I am taking over control, you give

me great experience please

“What” “Where” “Whom,When”

Every individual could always be better known, profiled and predicted

Post SalesPre-sales

Sales

Know, Understand, Engage Sell Serve , Develop, Retain

• 360° profiling

• Predictive

• Targeting (info, sales, servicing, upsell, retention,…)

Business model is re powered

We can feed our partners with “hot leads” detected via touchpoints

and through analytics.

Front Door

Back door

Prospect intentions Client intentionsLeads / e-Buy

360° 360°

SENSE ! SENSE !

Business without data is bound to disappear

“If no-one else has been

smart enough to sense

your needs and respond

to it already, please come

take a ticket and we’ll

serve you”

Sense and respond : new age of marketing

We need to be prepared to interact at each stage of the customer

journey

|

Transaction

Advice

Information

Level of interaction

with us

Time

Each touchpoint corresponds to a key moment in the customer journey.

Each touchpoint is a “Moment Of Truth” (MOT) where AXA needs to offer the right

information, advice, value proposition, capture interesting data, etc

A Next Best Action needs to be prepared for each MOT.

Moments of Truth where “Next Best Action” has to be

ready: provide information, advice or solution; capture

data, etc

Next best actions is the center point of marketing intelligence

Within each customer journey, we need to define the NBA

Next Best Actions

Operational impacts:

Data

Digital platforms

Ops

Distribution

Etc

IT impacts

Data science : where are the big use cases in insurance ?

CONFIDENTIAL

Insurance

Deeply involved in client’s life”

• risk, protection, prevention, assistance

1. Next best actions

2. Risk assessment (fire, accident,

illness/death, liability, financial,…)

impact on pricing

3. Fraud detection

4. Prevention (real-time)

5. Assistance needs detection (real-time)

New era of data science to fundamentally

reshape insurance world

Understand needs of individual customer (client profiling !)

Innovate modular value propositions to fit any customer need at any time (relevance)

Interact in omnichannel way, proactively and reactively (re/targeting techniques !)

Manage the entire funnel in granular way, from awareness to sales to loyalty

Understand the emotions

Focus on maximizing experience and resulting advocacy

By this, increase acquisition, cross-selling, upselling and retention for the company (€)

The new marketing role

CONFIDENTIAL

• Data is the new energy for marketing

• Big data tech are the new engines

Project background and objectives

19 | XSell UpSell

From market-eer

To personalize-er

Data power moves business

to the individual level

THAN YOU !