Date post: | 25-Jan-2015 |
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Integration, Information and Insights: A Contextual Perspective on Customer Interactions
Igor NesmyanovichPhD, CIISP, Partner and CIO, dthree inc.
Steve VermeirenDirector – CRM and Retention, SIRIUS Satellite Radio
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Presenters
Igor Nesmyanovich; CIO, partner dthree inc, Mississauga, ON
dthree is a leading provider of an enterprise marketing platform that enables customer interactions management in a holistic and contextual fashion.
Steve Vermeiren; Director – CRM and Retention, SIRIUS Satellite Radio, Toronto, ON
SIRIUS is Canada's number one choice for satellite radio with 110 full-time channels broadcast from studios in Vancouver, Toronto, Montreal and New York.
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Key Discussion Points
Data integration challenges
Learn about contextual data integration
Gain insights into Sirius Satellite Radio Canada Case study
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Definition of Data Integration
“A formal process to combine information from two or more separate data sources, making use of information in the databases for the purpose of accurately estimating certain values that are not available in any single data source.”
ARF (Association of National Advertisers and the American Association of Advertising Agencies)
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Data Integration Techniques
Statistical Data Integration
Map known characteristic of one group of individuals onto another group of individuals based on a set of common attributes
Challenges:
Complex process of validation and auditing
Difficult to apply to non demographic data such as behavioral.
CRM Data integration
Data integration on individual Consumer/Customer level
Challenges:
Data semantic, formats and metrics vary from system to system
Quality of data
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Contextual Data Integration
Focused on the particular business or marketing strategy
It is about customers and consumers, not channels
Enables Business users to make decisions and act on the information
Decisions and actions can be automated
General Data Integration
Data CollectionContextual Data
IntegrationContextual
Interpretation
Traditional data integration
Contextual data integration
Decisions and actions
Contextual Data Collection
Contextual Data Integration
Contextual Data InterpretationDecisions and Actions
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Contextual Data Integration Process
Define contextual integration domain
Define domain metrics and KPI
Define semantic and data models and maps
Optimize data collection
Enable marketing actions
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Define Contextual Integration Domain
Acquiring new customers context
Generating more business from existing customers context
Reducing cost of acquiring context
Identifying and serving the customers that generate the most profit
Improving customer retention rate context
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Define Domain Metrics and KPIs
Acquiring new customers context
Incremental Sales Revenue, Profit, Market Share, Cost Per Acquisition, Net Promoter Score
Generating more business from existing customers context
Incremental Revenue and Profit per Customer, Share Of Wallet (SOW), Market Basket
Reducing cost of acquiring context
Cost Per Acquisition, Prospect Lifetime Value, Return On Marketing Investment
Identifying and serving the customers that generate the most profit
Customer profit, Customer and Prospect Lifetime Value
Improving customer retention rate context
Retention Rate, Customer Lifetime, Recency, Customer Satisfaction, Retention Cost
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Define Semantic And Data Models
ProfitRevenue
CLV
New Customers
Prospects
Revenue Per Basket
Conversion Rate
CPM
CPA
Impressions CPC
ROMI
Offer
Relevancy Rules
Retention Rate
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Optimize Data Collection
Determine target actions based on the business context
Track target action events
Contextual data tagging
Use offline to online contextual tracking codes
Enable data quality monitoring and measure data “trust factor”
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Optimize Data Collection (Cont.)
Contextual data marts
Contextual reports
Integration structured and unstructured information
Enable collaboration between analysts and decision makers
Less time on report development - more time on data interpretation and analysis
Knowledge Extraction and Analysis
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Optimize Data Collection (Cont.)
Secure data with Personal Identifiable Information (PII)
Enforce privacy policy
All access to the PII is audited
Explain to consumers what personal data are collected and why, and the benefits
Data Integration And Privacy
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Enable Marketing Actions
Automated rules based campaigns
Use of static and dynamic rule engines
Event triggered communication
Online media personalization
Multi step and multi channel campaigns: direct, phone, e-mail, web, online media
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Case Study
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Case Study
• Launch Date: Sirius Satellite Radio launched in Canada in December, 2005
• What is Satellite Radio:
• Subscription based radio with…
• uniquely available programming… that is
• digitally delivered by satellite… to both
• mobile and fixed receivers.
• 100% commercial-free music with less DJ chatter, extensive variety, digital sound and deep playlists
• News, Sports, Comedy and Family Entertainment – something for everybody
• Programming availability across Canada and the United States, wherever you may travel
• The ability to use your radio receivers wherever you want: in the car, at home, on your boat…
• Low monthly costs… less than $0.50 a day or less than the cost of a single CD a month!
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Building the Vision
Marketing Intelligence Infrastructure
Analytics Planning Evaluation Execution Results
Consideration Acquisition Servicing Cross-SellUpsell
Renewals HardwareUpgrades
Collections Retention Winbacks Loyalty
Customer Lifecycle Management
Marketing Process Management
Marketing Database Metrics/KPI’s/Reports Models/Segmentation
Marketing Research
To achieve business objectives SIRIUS will work towards an end state that will allow it to deliver results through customer focused marketing, targeting and service management.
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Map customer stages to marketing strategies, plans and tactics
Integrate mass and targeted marketing activities
All customers are not the same….Retail, Automotive, Special Markets, Direct
What communication channels to use…Online, Email, Phone, Print, OVM/IVTM
The life of a SIRIUS customer…
Reacquire - Outbound Call Centre- Programs / Offers- Short vs Long term
Awareness- Mass Marketing- Event Marketing- Sponsorships / Partnerships- News Media- Word of Mouth
Consideration-Online-Word of mouth- News Media-Website
Acquisition- Sampling- Promotions- Retail
Activation- Call Centre- Online- Vehicle Purchase
Service/Loyalty- Call Centre- Online- Engagement- Up sell / Cross sell- Communication Preferences
Renewal- Call Centre- Online- Communications- Collections
Retention- Call Centre- Mitigation- Programs / Offers
Market / Customer Research- Independent and Panel
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Acquisition (Media Player, prospects)
Objective:
Acquisition of new customers
Customer Targeting:
Source and drive prospects to the online listening registration page through a number of different online and offline marketing platforms. (i.e. Online media, SEM, events, sponsorships, promotions, etc.)
Offer Details:
Time limited online listening trial to SIRIUS Satellite Radio.
Durations determined and tested depending on the source of the promotion.
Measures of Success and Additional Details:
Number of registrations, Source of registrations (Partners, events, emails, etc)
Number of registration activations / listeners
Number of re-occurring registrations (after exclusion period)
Number of new subscriber activations
Effectiveness of different duration listening trials
Effectiveness of partner/sponsor and prospect data collection programs
Amount of listening time
Content and variety of listening
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Acquisition (Media Player, prospects)
Set up unique listening trial promotion period
Drive Customers to listening registration platform
Recognition
Existing customers
Welcome
Engage and educate
Reminder
Activate registrants
Thank you
Provide offer incentive to drive purchase/activation
Results
Optimize and improve processes
Who is responding? Who is not?
What types of promotions?
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Automotive Program
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Automotive Program
Objective:
To motivate, stimulate and engage automotive customers during their Prepaid subscription term.
To obtain a customer paid subscription commitment.
Customer Targeting:
Use available automotive customer data to determine appropriate multi-channel communication streams and tactics.
Communications Strategy:
Welcome, entrench listening habits and increase engagement through content connections
Educate and inform customer of value benefits. (cost, coverage, content)
Utilize timing of subscription end date and test multiple offers
Offer Details:
Standard pricing plan options until customer conversion trends determined.
Test various offers to increase effectiveness.
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Measures of Success and Additional Details:
Inbound call and purchase of SIRIUS subscription term.
Timing of customer subscription commitment.
Effectiveness of communication materials
Customer opt-in / Express Consent.
Email collection.
Online listening application usage.
Factors to Consider:
Each automotive OEM (Original Equipment Manufacturer) has unique requirements and business processes.
Level of dealer understanding and influence during purchase process
Ability to determine customer purchase intent (option vs. trim level inclusion)
Impact of Make/Model to communications/ability to convert.
Automotive Program
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Automotive Program
Keys to Success…
Data integrity and solid, stable processes between partners
Automotive marketing and dealer support
Research: what do the customers say? Converters vs. non-converters?
Multi-channel communications – integration and knowledge of outbound and inbound tactics, offers.
Shared learnings and tactics across partners
Test, test, and test again…
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Retention
Objective:
To resolve issues and reduce customer attrition of radio subscriptions through proactive and reactive programs.
Customer Targeting:
Analyze and understand specific areas of customer lifecycle where subscription cancellations occur and prioritize tactics by volume/effort.
Target using insight and customer criteria based upon relevancy, timing and customer profile attributes
Communications Strategy:
Data integration and sourcing across multiple channels is crucial in the development of an effective retention program.
Outbound mail programs (Renewal notification)
Email (Service messaging, offers, renewal payment reminders, etc.)
Call Centre CRM application (dynamic offer presentation/management)
OVM/IVTM (payment failure notification)
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Offer Details:
Variable and unique offers dependant upon customer situation. (i.e. Stolen Radio = discounted radio offer)
Value of offer determined by customer profile attributes
Measures of Success and Additional Details:
Understanding and dealing with root causes as well as identifying early customer behaviour indicators are the key to driving proactive retention results
Number of customer deactivations. (Voluntary vs. Involuntary)
Subscription Renewal Rates
Deactivation Reason Codes
Communication program results
Number of retention calls
CRM application usage (offers presented, accepted, declined)
Retention
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Retention
Keys to Success…
Analyze customer data and business processes to determine the areas that have the biggest impact to your objectives.
Establish key performance indicators that align to top-line objectives
Integrate as many customer touch points as possible
Automate programs to create timely and relevant messages
Research is an important activity that can provide additional insight and context to existing customer data.
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Conclusion
Key Benefits of contextual data integration
Less time and efforts for data integration and analysis
Decisions are more timely
Marketing interactions are more relevant and just in time
Better visibility of impact on the business results and KPI
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For more informationVisit http://www.dthree.com
Email: [email protected]
Merci
THANK YOU!