Real time marketing lessons from Suncorp

One company. Many brands

8.5 million customers

Touch 40% of adult Australians

Banking Insurance Wealth

Real Time MarketingWhat we have today

Interaction Collect data Store Analyse Decision Next

interaction

Latency of days to weeks

Transactional Structured Constrained capacity

Manual Batched Authenticated customer

Some hype pushed by vendors

Structured to unstructured

Think table driven to algorithm driven

Super big data not needed

Big DataOur take on it

If RTM is not new...What has changed?

“ACT NOW!”

Real Time MarketingWhat we need tomorrow

Interaction Collect data Store Analyse Decision Next

interaction

Latency of milliseconds to hours

Transactional Structured

Behavioural Interaction In & out of

system

Unstructured

Unconstrained capacity

Machine learning

Real time Near real

time

Current interaction

Anonymously identified user

Lower the cost of growth + Deepen our connections with customers

By

Unlocking value of data

Continuous conversations

Personalising user experiences

RTM– this time round

Reduce complexity

Connect data

Enforce standards

Experiment

Prove capability

Look for partners to learn from

Common leads engine for all F/E

Analytical bandwidth and bench-strength

Content bandwidth & bench-strength

Source from same data marts

Upgradable toolsets

Iterate progress with business users

Thank you