Take control of big data equifax - updated

Take control of big data

06.00pm Registration & drinks

06.30pm Chair’s welcome & state of the state – Big data

Charles Ping, director, Communisis

06.35pm The challenges Honda have faced and how they are overcoming them

Rachel Hall, CRM & database manager, Honda

06.50pm Taming big data – a practical perspective

Karl-Magnus Wadsack, strategic consultant, Equifax

07.05pm Leveraging data in a white water environment – vision to reality

Tony Lewis, head of member marketing, The Caravan Club

07.20pm Panel Discussion


Rachel hall, CRM & database manager, Honda



07.40pm Drinks & Canapés

08.30pm End

#dmabigdata

Welcome & state of the state – Big data


#dmabigdata

The challenges Honda have faced

and how they are overcoming them Rachel Hall, CRM & database manager, Honda

#dmabigdata

AN UNUSUAL CHALLENGE

My Beautiful Database

FIT FOR PURPOSE?

What purpose?

Retention

Acquisition

Customer lifetime value

Churn

Leads

Dealer networkLead management

Data cleansing

Data quality

Data capture

Requalification

Lead generation

Data cleansingIncreased parc penetration

Dealer Management System

Corporate

Retail

Network development

Increased market share

Cross-sell

Up-sell

Pan-divisional

Purchase Prospecting

Dealer area of influence

User experience

Motorcycles

Above the line

Customer lifecycle

Customer communications

Customer relationship management

Prospect relationship management

Digital

System integration

Data warehouse

Operational data store

Contact centre

FulfilmentStandardisation

Integration

Social media

Used car

Valuation tool

Dealer marketing centreLive chat

Active engagement

Customer journeyExtended guarantee

Fixed price servicing

Residual valuesRoadside assistance

Service plans

Marine

Energy

ATV

Lawn and garden

Digital user experience

Customer touchpoint

Campaign response Campaign extract

Data protection

Personalisation

Segmentation

Clustering

Targeting

• Who is our customer?

• How do we get more?

• How do we keep the ones we’ve

got?

REVIEW WHAT YOU’VE GOT

Big data v Relevant data

Systems, suppliers and staff

HAVE A PLAN

Know where you’re goingUnderstand

Execute

Taming Big Data- a practical

perspectiveKarl-Magnus Wadsack, strategic consultant, Equifax

#dmabigdata

© Equifax Confidential and Proprietary

Taming ‘Big Data’A practical perspective

Karl-Magnus Wadsack

Strategic Consultant



Increased customer touchpoints/channels

= fragmented information/systems

Contact information– Mobile / landline numbers

– Email addresses

– Mailing address

– Marketing permissions

Customer 360° view– Personal data

– Lifestage

– Household Composition / demographic information

– Contact history and response information

– Transactional information (RFM)

– Social Media

Telemarketing

Online

TransactionsMobile

In-store


What does Single Customer View do?

Single Customer View (SCV) provides an organisation with the

ability to view every aspect of their relationship with a

customer.

With multiple stores/brands, call centres, campaigns, and

delivery channels to coordinate, organisations can benefit

tremendously from the single customer view.

With customer loyalty under pressure from savvy customers

shopping around for the best deals a 360° view is more

important than ever.


Standard SCV - Retail organisation

High street store On-line store Promotional database

Rachael Green, 1 High Street, 01/01/1980

R. Green, 1 High Street, 01/01/1980

R. S. Green, 1 High Street

Sue Jones, 4 Main Street

S. Jones, 4 Main Street, 02/02/1970

R. Smith, 6 Grove Road, 01/01/1980


Kerry – a life story


Evidence-based SCV - Banking group

Savings account Current account Credit card

K McFadden, 12 River Close, 06/09/1980 Kerry Katona, 37 High Rd, 06/09/1980

Kerry McFadden, 37 High Rd, 06/09/1980

Changed Name 17/06/2009

Moved to 12 River CIose 23/11/2009

Kerry Katona, 37 High Rd, 06/09/1980

Kerry McFadden, 37 High Rd, 06/09/1980 No other K Katona or K McFadden recorded at 12 River Close


Match conflict

Condition of Conflict used to confirm links and to ensure false

positive rate is minimised

K Katona

Kerry Katona

No other K Katona at address


The Complete Picture

Current and future

value

•Transactional data (recency, frequency,

monetary value, returns,

bad debt)

Up-sell and cross-sell

•Geo-demographic and socio-economic data

•Attitudinal and motivational models

Multi-channel

marketing

•Email

•Mobile/SMS

•Permissions

•Channel preference


What business needs does SCV fulfil?

Informed marketingImproved

cross-selling and

up-selling

Improved

customer

experience

Wider business

efficiencies –

business case

support

Higher

return on

marketing

investment


Informed marketing

Dynamic and accurate view of existing

customer relationships

More accurate customer targeting and

profiling

Cross pollination of contact information

and marketing permissions from all

existing relationships


Improved cross-selling and up-selling

Complete view of the transactional history of an

individual or household

– Intelligent customer offers

– True one-to-one marketing offers based

upon each customer’s unique spending

activities

– Maximise customer value

– Deliver customer satisfaction

– Improve brand loyalty


Complete view of existing customer relationship

Better understand client requirements

Better focussed communications

Build closer relationships

Don’t offer products they already have

or don’t want

Fewer customer touch-points

Improved customer experience


Karl-Magnus WadsackTel: 0845 603 6772

Email: [email protected]

Questions?

Leveraging data in a white water

environment – vision to reality Tony Lewis, head of member marketing, The Caravan Club

#dmabigdata

Big Data – Vision to reality

Tony Lewis

Head of Member Marketing

AGENDA

PAINT YOU A PICTURE

THE CHALLENGE

HOW WE GOT TO WHERE WE ARE

TODAY

THE FUTURE

PRACTICAL TIPS

Who we are

Sites Network

Membership

Insurance Services

Overseas Holidays

Hotel chain Insurance Provider

Travel Agent Membership Org

MEMBERS

1) The re-organisation and recruitment of the team

2) Training sessions to help us think and behave like

adopters and understand ourselves and each other

3) Generating ideas and asking ourselves “why not?”

4) Integrated Planning

Volumes and Complexity

Facilitating 60000 members to go abroadFacilitating 60000 members to go abroad

500,000 calls per year500,000 calls per year

1000 staff across the network1000 staff across the network

1 million members1 million members

260,000 policy holders260,000 policy holders

26 million nights26 million nights

50000 actively social members50000 actively social members

... Where we were

WE WERE STRUCTURED IN A TRADITIONAL PRODUCT

CENTRIC WAY

WE WERE DATA INFANTS – DID NOT SEE THE VALUE OF

DATA

DATA USED FOR CAMPAIGN PURPOSES WAS FEW AND

FAR BETWEEN

ACTIVE / INACTIVE MEMBERS, HAD NO APPRECIATION

FOR WHO ARE THEY

USED TO NOT KNOW WHICH MEMBERS DRIVES

REVENUE AND PROFIT

Surprise surprise

HAD DISPARATE DATA SETS

HAD MANY GOES AT CREATING A SINGLE CUSTOMER

VIEW

RAMP UP ON CAMPAIGNS USED TO BE LONG AND

DIFFICULT

ABILITY TO TAILOR COMMUNICATIONS, BE DYNAMIC

AND RELEVANT WAS OFF IN THE CLOUDS ABOVE A

RAINBOW... SOMEWHERE...

RELIED HEAVILY ON ANECDOTAL, FEEL, HEARSAY TO

MAKE BUSINESS DECISIONS

AGENDA

PAINT YOU A PICTURE

THE CHALLENGE


TODAY

THE FUTURE

PRACTICAL TIPS

AGENDA

PAINT YOU A PICTURE

THE CHALLENGE


TODAY

THE FUTURE

PRACTICAL TIPS

The Brand

Creates

Expectation

Gives reason

to choose

Reason to

choose again

Fulfils

expectation

Putting Members at the heart of

everything that we do

Putting Members at the heart of

everything that we do

White-water Environment

The Vision

Leverage data to

drive Member

Engagement in a

White Water

environment

Leverage data to

drive Member

Engagement in a

White Water

environment

Leverage data to

drive marketing

efficiencies

Leverage data to

drive marketing

efficiencies

Benefits Realisation

AGENDA

PAINT YOU A PICTURE

THE CHALLENGE


TODAY

THE FUTURE

PRACTICAL TIPS

AGENDA

PAINT YOU A PICTURE

THE CHALLENGE


TODAY

THE FUTURE

PRACTICAL TIPS

Where are we right now

WE NOW HAVE THE ELUSIVE SINGLE VIEW OF THE

MEMBER

UTILISED THE SINGLE MEMBER VIEW TO INFORM SITE

DEVELOPMENT STRATEGY

WE HAVE A 1ST YEAR MEMBER PROGRAMME TO

INCREASE MEMBER RETENTION

DEVELOPED KEY MARKETING AUTOMATED

CAMPAIGNS WHICH SAVED HALF A PERSON

REDUCED MARKETING SPEND BY 40%

ALREADY ACHIEVED 25% PAYBACK AGAINST THE

INVESTMENT

Payback

due in 6

months!

Payback

due in 6

months!

1) The re-organisation and recruitment of the team

2) Training sessions to help us think and behave like

adopters and understand ourselves and each other

3) Generating ideas and asking ourselves “why not?”

4) Integrated Planning

How did we get here

Reviewed processesReviewed processes

Developed SCVDeveloped SCV

Developed our peopleDeveloped our people

The difference that will make the difference The difference that will make the difference

Renegotiated marketing services Renegotiated marketing services

Created a new data driven teamCreated a new data driven team

Monitor your benefitsMonitor your benefits

Examples

Utilised Mapping tool to understand drive time

profiles

Utilised Mapping tool to understand drive time

profiles

Used single view to understand how members are

using each site

Used single view to understand how members are

using each site

Develop a booking profile of visitorsDevelop a booking profile of visitors

Examples

Dynamic data to improve

Member Experience

Dynamic data to improve

Member Experience

Triggered communicationTriggered communication

Dynamic imagesDynamic images

Examples

Examples – 1st year programme



Dynamic

Content

Dynamic

Content

AGENDA

PAINT YOU A PICTURE

THE CHALLENGE


TODAY

THE FUTURE

PRACTICAL TIPS

AGENDA

PAINT YOU A PICTURE

THE CHALLENGE


TODAY

THE FUTURE

PRACTICAL TIPS

The Future

AGENDA

PAINT YOU A PICTURE

THE CHALLENGE


TODAY

THE FUTURE

PRACTICAL TIPS

AGENDA

PAINT YOU A PICTURE

THE CHALLENGE


TODAY

THE FUTURE

PRACTICAL TIPS

Are you sitting comfortably?

… And there’s a twist!

Thank You

Tony Lewis

Head of Member Marketing

[email protected]

Panel discussionCharles Ping, director, communisis

Rachel Hall, CRM & database manager, Honda



#dmabigdata

Thank you for attending

Please join us for drinks & canapés

in the Picture Room

#dmabigdata

Business

Take control of big data equifax - updated