The Big Data Customer
Intelligence Challenge
Big Data
Marketing
Data Visualization
TRANSFORMING
MARKETING
BIG DATA : UNE REALITE
Forrester: The Big Deal About Big Data For Customer Engagement, Sanchit Gogla, June 2012
“
”
Big data is a reality and
affects customer
engagement. As firms move
from siloes of
transaction-oriented systems to more
integrated, socially aware
ones, they will face
challenges related to
customer data.
To improve customer
engagement, companies
must invest in solutions to
effectively manage big data.
THE DARK SIDE
TERRA INCOGNITA
THE WHITE
SPACE
TERRA NOVA
INITIATE
CONSUMER
CONVERSATION
DATA
VISUALIZATION
EXPLORER, COMPRENDRE, PARTAGER
«
Un bon croquis vaut mieux qu’un long discours
»
Napoléon Bonaparte
«
Tu vois ce que je veux dire ?
»
Thomas, 5 ans
"
Regarde attentivement car ce que tu vas voir n'est plus
ce que tu viens de voir
. »
Léonard de Vinci
«
Une image vaut mille mots
. »
DATA
VISUALIZATION
SAS
®CUSTOMER INTELLIGENCE CUSTOMERS
TRANSFORMING
CUSTOMER
INTELLIGENCE
9
C opyr ight © 2 0 1 2 , S AS Ins t it ut e Inc . All r ight s r e s e r v ed.
Why SAS
®
Big Data
Analytics
for Customer
Intelligence?
JOINING UP MARKETING TO CUSTOMERS
NEW IDEAS = BETTER CAMPAIGNS
•
Credit Card Conversion Rate up from 5% to 25%
NEW IDEAS = NEW CUSTOMERS
•
20 million new customers
NEW IDEAS = SEGMENT SEGMENT SEGMENT
•
£300-£500 million attributed to SAS Customer Insight
NEW IDEAS = KEEPING YOUR CUSTOMERS
TalkTalk is one of the leading broadband, home phone and mobile
companies for consumers and businesses in the UK, and in July 2012 was one of the founding partners in the launch of YouView TV. Through organic growth and acquisitions the company has grown significantly since it was founded, listing itself on the London Stock Exchange in 2010, and generating annual revenues in 2011 of £1.7bn.
SAS
CUSTOMER
Business Issue:Harness the growing amount and variety of data to better understand their customers; improve customer retention in saturated and new markets; and increase cross- and up-sell opportunities.
Benefits:
TalkTalk has begun a journey to unlock the value of its big data by utilising SAS Analytics. The business has already seen improvements in its customer segmentation and modelling, including identifying new triggers and levers, as well as the impact on customer behaviour of multiple triggers and levers working in combination. The company will add more advanced analytics and predictive analytics capabilities to its growing amount of data as it seeks to gain even greater insights into its customers.
Business Issue:
Macys.com needed enhanced customer insight, online and across channels, to effectively measure and understand the impact of its online marketing initiatives on Macy's store sales.
Benefits:
Increased customer insights; cross-sell and up-sell
effectiveness; revenue and customer satisfaction, an approx. 20% reduction in churn rate.
“With the extra time, the team has moved from being reactionary to proactive, meaning they can look at data and spend more time analyzing it and become internal consultants who provide more of the insight behind the data.”
Kerem Tomak, Vice President of Analytics
After more than 80 years in business, Macy's Inc. is one of America's most iconic retailers. With annual revenues exceeding $20 billion, Macy's enjoys a loyal base of customers who come to its stores and shop online each day. To continue its legacy of providing stellar customer service and the right selection of products, the retailer's e-commerce division – Macys.com – is using analytical software from SAS to better
understand and enhance its customers' online shopping experience, while helping to increase the retailer's overall profitability.
SAS
Business Issue:
Analyze massive amounts of data to predict which customers are most likely to respond to targeted marketing offers.
Benefits:
Catalina delivers incentives that consumers redeem at eight times the level of traditional program methods; many
programs boast consumer response rates as high as 25%; the time that it takes to model and analyze data (250 million transactions) - processed per week has been reduced from over a month to just days.
“…with the predictive capabilities we have with SAS, we're able to do it with more precision than anyone else in the market.”
Eric Williams, Executive Vice President and Chief Information
SAS
CUSTOMER
Catalina helps retail customers reach shoppers at the point-of-sale and continues to promote its brands online with a unique interactive experience. Catalina's marketing network is installed in more than 23,000 stores and 14,000 retail pharmacies in the US and 7,000 stores worldwide, collecting data from more than 250 million transactions every week.
Citibank Singapore Limited is part of Citigroup, the world's biggest financial services company. With limited opportunities for physical expansion through branches, the bank's business model is based on centralized operations and remote distribution that leverages 24/7 call centers and direct mail. Multiple customer touch points and channels are used to sell products such as credit cards and loans. Citibank also extends its market reach via industry
partnerships, for example, with auto dealerships to recommend loans.
SAS
CUSTOMER
Business Issue:
To grow market share and increase customer profitability in a highly competitive market.
Benefits:
Improved customer insight enables more targeted marketing campaigns with faster break-even points. Results are an exponential increase in take-up rates. SAS provides trusted insights for areas that include risk, scorecards, performance management and sales-force incentives.
“We see a return on investment from SAS, for sure. SAS is a critical part of our analytics capabilities and a vital component to the success of our marketing efforts.”
Eric Sandosham, Head, Decision Management South East Asia Global Consumer Group
