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TRANSFORMATION OF SALES AND MARKETING IN THE
SOCIAL, MOBILE AND DIGITAL ERA TO IMPROVE THE
CUSTOMER EXPERIENCE AND BUILD BETTER ROI
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CUSTOMER DECISION HUB
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CUSTOMER
EXPERIENCE VISIONARY DEMO
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CONTEXTUAL
ENGAGEMENT
What are we talking about?
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why is that important?
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CONTEXTUAL
ENGAGEMENT
So, how should you respond?
Copyr i g ht © 2014, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
CONTEXTUAL
ENGAGEMENT What makes up CONTEXT?
History of product and service purchase
and usage, interactions and promotions
Customer Relationship Context
Real-Time Context - Situation What they do, need or want right now
Personal Context
What the customer values most
from the relationship: what they
think; what they like; how they
want to be treated
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MARKETING TODAY THE OMNI-CHANNEL CUSTOMER
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MARKETING
TODAY DEVICES ARE MORE THAN ONE CHANNEL
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MARKETING
TODAY NO CONSISTENCY WITHOUT CONSISTENT DATA
Login:
172802844
Apple ID:
Mobile:
+31 653 425 104 Twitter ID:
@ireneus69
Email:
Fixed Line:
+31 35 69969 00
Facebook Token:
AAACNg1ulZCUYBAHEZCxbJTSO…
Skype ID:
renevdlaan
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CUSTOMER
DECISION HUB ORCHESTRATION IS KEY!
10 Mio. Decisions
12 Bill. Decisions
600 Mio. Decisions
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CUSTOMER
DECISION HUB CENTRAL DECISION LOGIC ACROSS ALL CHANNELS
CUSTOMER DECISION HUB
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CUSTOMER
DECISION HUB CONCEPT
CUSTOMER DECISION HUB
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CUSTOMER
DECISION HUB CONCEPT
CUSTOMER DECISION HUB
Sales programs
Service-Activities
Marketing campaigns
Regular communications
Contact strategies
Events, Trigger
Analytical models
Transactional data
Potentials, Risk
History
Contact rules
Strategic decisions
Priorities
Constraints
Channel/Budget restrictions
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CUSTOMER
DECISION HUB SOLUTION CONCEPT – THE MARKETING DECISION HUB
Rule
s
Next-Best-Action (NBA)
Real-Time Analytics
Optimized
Offers
(NBA)
Real-Time Orchestration using the
Outbound-Suppressions +
1
2
Standard
Communication
Request
Reply
Optimization &
Orchestration Decision Logic
CUSTOMER DECISION HUB
3
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CUSTOMER
DECISION HUB SOLUTION CONCEPT – CUSTOMER DECISION HUB
Rule
s
Next-Best-Action (NBA)
Real-Time Analytics
Optimized
Offers
(NBA)
Real-Time Orchestration using the
Outbound-Suppressions +
1
2
3
Standard
Communication
Request
Reply
Optimization &
Orchestration Decision Logic
Real-Time
Execution
Batch
Execution
Optimization
Engine
Design
Environment
CUSTOMER DECISION HUB
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Leading Telco Provider detected a
need to improve the capability to
cross- and upsell products to the
customer base.
Data monetization (data pack
and extended benefits) for
postpaid and prepaid
Other prepaid base management
campaign activities (e.g. top up
stimulation, prevention and win-
back).
Execute real-time campaigns
based on individual customer
profiles.
Current customer base campaigns
do not sufficiently take into account
the individual context of the
customers. Especially the current
usage behavior (e.g. calls, data
usage) cannot be processed and
analyzed in (near) real-time on a
customer individual level.
Objective: Focus areas: Strategic approach: Challenge:
Starting position SAS References Telecom
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ESP collects all the data and helps
to detect the defined customer
events, which trigger a real-time
contextual campaign, which uses
analytics to define the best
package size and price with the
highest affinity for the customer.
SAS RDM sends a personalized
offer as SMS to the customer,
which the customer can directly
book per SMS.
Project SAS References Telecom
SMS offer: X MB for Y€ over
next Z days, for each of the
next months
Real-time decision engine
EVENT
Customer hits XY% of
data download limit
Customer is using his phone
for data downloading
Special
Offer
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From the start dramatic response & sales
growth through real-time contextual
campaigning.
Sale growth of higher value packages.
Event based real-time approach proves
mission critical: 70% direct offer
acceptance directly, 25% within 2 hours.
New RDM campaigns can be setup from
Telecom provider completely independent.
Sales impact Higher effectiveness More efficiency
Benefits SAS References Telecom
“With the realtime contextual campaigning we have the most
innovative system in the Telco industry for finding and
defining personalized offer and have the ability to book this
individual product bundle. First results are impressive and
will achieve our very ambitious planned business case”
Head of Analytical Customer Contact Management
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FUTURE VISION: PUT THE CUSTOMER IN THE CENTER
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Melanie receives optimized email promo for Friday in-store shopping. Email contains list is based on…
• Melanie’s shopping history
• Store quantities (& other variables) .
1
1
Melanie enters the store on
Friday 2
Customer receives personalized
email message containing updated
recommendations
7
ESP monitors in-store router and
detects that Melanie entered store
(based on beacon & cell phone)
3
4
Customer
Hub
ESP looks up guest details based on phone/email/user details
6 RTDM pushes an SMS with an email / link that
reflects
• 15% off Beauty Offer
5 RTDM will execute decision to determine interaction
• Model uses wish list, household details, and common purchase affinities
• Customer purchases beauty and women’s clothing
• Cross sell higher-margin product offers
RTDM will interface to SAS Marketing Optimization to retrieve optimized offer set
SAS MO SAS RTDM
FUTURE VISION: TOTAL FLOW
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Copyr i g ht © 2013, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
ALARM
SYSTEM
ALARMS
SYSTEM
NETWORK
Katie:
#Talent
on The
Voice!
Scott:
Let’s watch
Football!
SALE ALERT:
12 pk Soft Drinks
@REWE
Mom: Feed the
dog
Personalized User Experience
Programming / Content
Recommendations
Churn detection: based on viewership
patterns
1
2
3
Social Media integrated with
Ratings
Targeted Advertising
Offer and price optimization
4
5
6
1
5
6
4
3
2
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MARKET TRENDS WHERE ARE MARKETERS EXPERIMENTING?
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SAS CUSTOMER INTELLIGENCE VISION
Provide an intuitive way for
marketers to deliver the best
decision for every interaction
in an agile marketing,
omni-channel world.
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SAS CUSTOMER INTELLIGENCE DIRECTIONAL THEMES
Manage the Customer Journey
• Engage customers the way you want and the way they want across channels,
devices, and media
• Win on customer experience with interaction analytics and contextual contact
optimization
• Respect our customer’s privacy
Unify Customer Data
• Data hub for all data sources & identity management
• Single stop for data integration & quality, analytics, processes, and visualization
Optimize the Marketing Department
• Differentiated analytics and ‘truly’ optimized marketing processes
• Quantify creativity, unite the art and science of marketing
Digital Ecosystem Excellence
• Cloud-ready, instant availability, universal data privacy
• Public APIs everywhere, Ecosystem friendly
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THANK YOU!