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ONLY REAL-TIME,
RELEVANT COMPANIES
WILL SURVIVE IN 10 YEARS
WILL YOU BE
ONE OF THEM?
NEW
APPLIED
NOW
3th of April 2017
@EdwinVdOuderaa FS Digital
No time to loseInnovation is the New Core
2Copyright © 2017 Accenture All rights reserved.
From 33 to 14 years in the S&P500
The New Mental Model of Digital Age Marketing Who will buy what, where and when?
3Copyright © 2017 Accenture All rights reserved.
Source: Google/Shopper Sciences, Zero Moment of Truth Study – Banking, P&G and Wikipedia
Second Moment
of Truth
First Moment of
Truth
Key Drivers
Mail from a
bank
40%
Ad on TV 36%
Newspaper 30%
Pre-shopping/
in-store/at-home
Search engine 61%
Talked with
friends/family
59%
Bank website 58%
Experience
Customers
always
connected
Personal life
Professional life
ZMOTStimulus
Key Drivers
Talked with
a FS person
51%
Brochure in
FS location
43%
Customer
service
(phone)
39%
Francisco Gonzalez Rodriguez
Follow your customers from near-ZMOT to 3MOT
4Copyright © 2017 Accenture All rights reserved. Source: Google/Shopper Sciences, Zero Moment of Truth Study – Banking, P&G and Wikipedia
5Copyright © 2017 Accenture All rights reserved.
Digital Product Placement to control the ZMOT on the new PlatformsFighting for shelf space and eyeballs
Debit and Credit Card behavior
6Copyright © 2017 Accenture All rights reserved.
600% uplift in card sales and accurately predicting next best
purchases based on “People-like-You”
SANITIZED CLIENT DATA
Most likely product to buy next
Normal cardholders recommended and
pre-scored for upgrade to Platinum
Create predictive power through “People like You”Regroup micro-segments into strategic persona’s
7Copyright © 2017 Accenture All rights reserved.
Campaign yield +300-1000% vs control, addressable churn -25-50%
Pricing power 50-100bp or up to 5-10%
SANITIZED CLIENT DATA
Two “People-like-You” groups very similar to traditional marketing but with very different values, beliefs and lifestyles
Existing consumer loan penetration
10XX%
Existing consumer loan penetration
Urban middle aged 40+ F
Lives in Warsaw, educated
Semi-affluent city job
Tenure with bank: 10 years
Online Transactor
Deposit Account Holder
Moderately Transacting Savers
Moderate transactors with high
saving, credit card shy
Diminishing Low value
Low balances with negative growth,
Low activity, dormant
Urban middle aged 40+ F
Lives in Warsaw, educated
Semi-affluent city job
Tenure with bank: 5 years
Online Transactor
Deposit Account Holder
Heavily Transacting Premium
Customers
High transactions volume, online
active with medium balance growth
Potential Stars
Low Balances, fast growing,
Recent increase in APH
AnnaJoanna
Future Likelihood to take a consumer loan
5XX%
Future Likelihood to take a consumer loan
SANITIZED CLIENT DATA 8Copyright © 2017 Accenture All rights reserved.
The Customer Analytical Record (patented) for finding micro-segments
9Copyright © 2017 Accenture All rights reserved.
First Level
Second Level
Legend:
• Channel Preference
• Campaign Response
• Promotion Preference
Attitudes
Marketing
Communication
NeedsDemographics
Risk
Loyalty
Customer
Value
Brand
Perceptions
GeographicProducts
• Brand utility
• Brand connect
• Needs – brand
alignment
• Neighborhood demographics
• Geographic risk factors
• Geographic lifestyle summaries
• Geographic competitive data
• Transactional History
• Asset build
• Vintage
• Product
• Savings, term deposits
• Mortgages
• Credit cards
• Installment loans
• Premium Service
• Low Price
• Ease & speed
• International Network
• Credit score
• Credit history
• Claims risk factors
• Satisfaction
• Investment Objective
• Risk Tolerance
• Lifetime Value
• Share of Wallet
• Total AUM
• Cost to acquire & serve
• Net Profit
• Age
• Income
• Marital Status/Family
Size
• Occupation
• The CARs (Retail, Business, Wealth, Insurance) lead to Insights and Actions for revenue growth
• They drive the Marketing Ps (Price, Product, Place, Promotion), Propensity, LTV, Loyalty and Churn, etc
• Only a small amount of data fields drive deep segmentation thereby reducing the need for a ‘single
version of the truth’ before one can create value with Analytic
• Balance growth
• Years with Bank
• Recency, Frequency
• No of New Accounts
DIMENSIONS
10Copyright © 2017 Accenture All rights reserved.
From a real-time view of all your markets, drill down to every street and house
SANITIZED CLIENT DATA
Micro-segment 1
Micro-segment 2
Micro-segment 3
Micro-segment 4
Micro-segment 5
Micro-segment 6
Micro-segment 7
Micro-segment 8
No
Yes
mBank uses notifications and geo-fencing to serve their clients with right on time information
11Copyright © 2017 Accenture All rights reserved.
Seamless PFM with auto-categorization drives the partner ecosystem
Helps user select
desired offer…
… and find destinationReal time nearby
offer notification
• Real-time promotion
effectivity metrics
• Direct mailing and
paper reduction
Customer behaviour patterns drive successfulMerchant Funded Rewards
12Copyright © 2017 Accenture All rights reserved.
13Copyright © 2017 Accenture All rights reserved.
Master the O2O – on-line to off-line
mBank award-winning 30 sec loan anytime, anywhere
14Copyright © 2017 Accenture All rights reserved.
Real-time 2 tap car loans and mortgages in Brazil through apps for all channels
15Copyright © 2017 Accenture All rights reserved.
Digital Attacker FinTech for Mortgage Journeys and a real-time Agreement-in-Principle
Copyright © 2017 Accenture All rights reserved.
16Copyright © 2017 Accenture All rights reserved.
Gradually move from physical selling to Digital buyingOptimise both physical and Digital sales funnels in the process
39%
77%
300k
Prepared
leads
290k
4,76% - Pilot
0,99% - Benchmark
72%13
%
23%
250k
Contacts
235k
200k
Effective
Contacts
180k
40k
Sales
25k
19%
89%
84%
100k
Meeting
attempts*
90k
1
34
5
1
3 45
2
2
Traffic
BRANCH
CONTACT
CENTER
SANITIZED CLIENT DATA
ZMOT Digital Sales FunnelFirst MOT
Digital Buying
Traffic
GenerationLanding
SEM/O
SMM/O
Talk to your Bot Advisor about your financial planning, mortgage or retirement fund
17Copyright © 2017 Accenture All rights reserved.
Regulation-compliant dialogues with Watson,
Nina, Amelia, Cortana, …
But whose side will the Bots be on?
18Copyright © 2017 Accenture All rights reserved.
Psyduck as conscierge and lifestyle advisor of my millennial daughter?
My Alexa talking to your Alexa?
Data-lake-centric architecture as a means for Digital Decoupling and becoming AgileHadoop as centre of Operations, a new role for legacy as system of record
Core and Channel Data CRMNew Business Processing
Channels and Data Sources
Zo
oK
eep
er
Hadoop Distributed File System (HDFS)
YARN Map Reduce
HB
ase
SQ
L Q
uery
Searc
h
Inte
ractive A
naly
tics
Str
eam
Pro
cessin
g
Scripting
Work
flow
Machin
e L
earn
ing
Log File
Replication
sub-second
Mainframe
and Server Park
Mobile eBanking ATM Mailing Call Center
Customer
Analytical Record
Real Time Decision
Engines
Legacy
and New
CRM
Real-time Analytics functions
Data Replication
Classic interactive & cognitive channels and platforms
Individuals People-like-You
20Copyright © 2017 Accenture All rights reserved.
Read Records
Write
Record
s
APIs
AP
Is
Core Legacy
Systems
Digital Content,
Personalization,
Advertising
Re
al-T
ime
On-premise and/or Cloud data lake
Streaming of channels and external
Big Data
Customers Outbound Channel
Real-Time Real-Time
Real-Time
Example of a Real-time Digital Bank Architecture built in 6 months on top of a classic estate
21Copyright © 2017 Accenture All rights reserved.
Data Sources Data Ingestion MIS Corporate Analytical
Databases
Processing Hub
Data Lake
Engines Visualization
and Analytics
CUSTOMERS
PROSPECTS
INTERACTIONS
CONTRACTS
BUSINESS
EVENTS
MASTER DATA
REFERENCE
DATA
External Analytical
Databases
MIS
DMP
Web / Mobile
Analytics
Data Exploration
Descriptive and
Predictive Analytics
Visualization
Online Interactions Engine
Event-based Campaign
Management
Campaign
Management
Credit Approval Engine
ETL
Structured
Internal Data
Business
Events
Standard
Interface
Structured
External Data
Interactions
Non-structured Data
Product Systems
Customer Management
Social Networks
Data Providers
Corporate Systems
ChannelsStreaming
Batch
Security
Quality
Governance
Ad HocRaw Data
Structured Data
Online Queues
Non-structured
Interfaces
Internal
External
Segmentation and
Propensity
Core
BankingService
Layer
Flume Kafka
SAS
Event Stream Processing
SAS
RT Decision manager
SAS
Marketing Automation
SAS
Visual
Analytics
IBM Banking DW
Legacy
MIS and reporting stack
Advertising
Engines
Custom Audiences
Hadoop
Hadoop
Message
Bus
Low level
service messages
(3)
(4)
(2)
(1)
(5)
SAS
Marketing Automation
Python
Spark
(1) Filtering streaming technical messages
(2) Business rules interpreting logs to increase level of abstraction, understanding
what is really going
(3) Customer Analytical Record
”People-like-You”
(4) Decisions on dialogs, Marketing & Sales using CAR insights
(5) Automatic add/delete person from relevant groups to push adds
Eliminates manual marketing work but requires communication governance
Most Digital Transformations become 2-Speed because of “shark fins” and Digital Decoupling
22Copyright © 2017 Accenture All rights reserved.
Bots in the front
and Cloud front-ends
Data Lake at Centre of
Architecture and APIs
Legacy only as System of Record,
stripped of customer functionality
New STP Backoffices
On Cloud aaSRPA
CEO agenda: preservation and growth of Earnings, avoid capital calls, cost
reduction, market-credible, self-funding Digital transformation road map
Banking example
Copyright © 2016 Accenture All rights reserved. 23
Moore’s Law enabling unprecedented technologyical change and paradigm shifts
Mainframe
Client-Server and PCs
Web 1.0 eCommerce
Web 2.0, Cloud, Mobile
Big Data, Analytics, Visualization
IoT and Smart Machines
Artificial Intelligence
Quantum Computing
Quantum
Innovation is the new Core
24Copyright © 2017 Accenture All rights reserved.
It is all about your People
Strategy and Corporate Functions
Channels, Platforms, Ecosystems
Relationship and Advice“Everyone client facing”
Client Servicing Bots and IoT M2M
InnovationAgile Organization
5P Marketing , Comms
Digital Factory and Analytics
Continuous Learning
DevOps
STP DeliveryManagement , Control and Operations
Data-lake centric Lightweight IT and Legacy Decoupling
Dynamic Cloud Service Provisioning
40%
2%
of FTE
30%
6%
20%
2%
The Enterprise of the Future