Post on 20-Aug-2015
© Copyright 2000-2012 TIBCO Software Inc.
Your presenters today
David RosenStrategy, Analytics and Consumer InsightsTIBCO Loyalty Lab
Brett HannathDirector, MarketingTIBCO Loyalty Lab
2
© Copyright 2000-2012 TIBCO Software Inc.
LOYALTY TECHNOLOGY• Loyalty Lab On-Demand Loyalty
Platform• Predictive Analytics & Data
Visualization• Data Matching, Cleansing,
Standardization, Enrichment• Messaging and Integration• Real-Time Contextual Marketing
LOYALTY TECHNOLOGY• Loyalty Lab On-Demand Loyalty
Platform• Predictive Analytics & Data
Visualization• Data Matching, Cleansing,
Standardization, Enrichment• Messaging and Integration• Real-Time Contextual Marketing
LOYALTY SERVICES• Program Strategy and Design• Analytics• Creative• Program Support• Data Integration• Customization
LOYALTY SERVICES• Program Strategy and Design• Analytics• Creative• Program Support• Data Integration• Customization
TIBCO Loyalty Lab
© Copyright 2000-2012 TIBCO Software Inc.
TIBCO Loyalty Lab clients
Over 260 million consumer records managed
© Copyright 2000-2012 TIBCO Software Inc.
What do marketers need?
6
LOYALTY
Offers
Loyalty Programs
Relevant Messaging
Real-time Engagement
Customer Insights
Single View of the
Customer
Effective Mobile
Great Service
Social Context
© Copyright 2000-2012 TIBCO Software Inc.
What do marketers need?
7
LOYALTY
Offers
Loyalty Programs
Relevant Messaging
Real-time Engagement
Customer Insights
Single View of the
Customer
Effective Mobile
Great Service
Social Context
© Copyright 2000-2012 TIBCO Software Inc.
Who responded?
11
18%
19%
9%
54%
Your company's industry
Financial Services / Banking
Retail
Travel / Hospitality
Other
15%
39%
34%
12%
Your role in your company
C-level
Manager
VP or Director
Other
19%
20%
17%
32%
10%2%
Size of your company by number of
employees
1 - 99 1,000 - 4,999
100 - 499 5,000 +
500 - 999 Don’t know
© Copyright 2000-2012 TIBCO Software Inc.
Organizational culture
12
0 20 40 60 80 100
We don’t have time to test –we move too fast
We have invested insignificant predictive analytics
/ business intelligencesoftware and/or services
Our organization has internalexpertise in predictive
analytics
Test & learn is the foundationof our culture
We actively use the results toinform our campaigns
Do you agree or disagree with the following statements when it comes to
the culture of your organization?
Top 2 Top 3
A third party
analytics firm7%
None of the above
16%
Our vendor
11%
The analytics
team44%
The loyalty team22%
The principle driver of analytics for our company is:
© Copyright 2000-2012 TIBCO Software Inc.
Current vs. IdealTools and Tactics Considered:
• Use tools to measure social buzz and sentiment• As it relates to our loyalty program, analyze customer lift by basket
size and frequency• Measure specific campaigns with A/B testing• Measure specific campaigns with rigorous test and control• Measure program ROI down to a specific number for overall program
performance• Measure consumer satisfaction and attitudes
7-point scale7-Strongly Agree, 1-Strongly Disagree
13
Measuring the success of your loyalty program
© Copyright 2000-2012 TIBCO Software Inc.
Current loyalty program measurement
14
0 10 20 30 40 50 60 70 80 90 100
Use tools to measure social buzz and sentiment
As it relates to our loyalty program, analyze customer lift bybasket size and frequency
Measure specific campaigns with A/B testing
Measure specific campaigns with rigorous test and control
Measure program ROI down to a specific number for overallprogram performance
Measure consumer satisfaction and attitudes
How do you CURRENTLY measure the success of your program?
Top 2 Top 3
© Copyright 2000-2012 TIBCO Software Inc.
Desired loyalty program measurement
15
0 10 20 30 40 50 60 70 80 90 100
Use tools to measure social buzz and sentiment
As it relates to our loyalty program, analyze customer lift bybasket size and frequency
Measure specific campaigns with A/B testing
Measure specific campaigns with rigorous test and control
Measure program ROI down to a specific number for overallprogram performance
Measure consumer satisfaction and attitudes
Ideally how would you LIKE TO measure the success of your loyalty program?
Top 2 Top 3
© Copyright 2000-2012 TIBCO Software Inc.
Current vs. desired measurement
16
3.50
4.00
4.50
5.00
5.50
6.00
6.50
7.00
3.50 4.00 4.50 5.00 5.50 6.00 6.50 7.00
How
do
you
CU
RR
EN
TLY
mea
sure
the
suc
cess
of
your
p
rog
ram
?
Ideally how would you LIKE TO measure the success of your loyalty program?
Analyze customer lift by basket size and frequency
Use tools to measure social buzz and sentiment
Measure specific campaigns using A/B testing
Measure specific campaigns using rigorous test and control
Measure program ROI down to a specific number for overall program performance
Measure consumer satisfaction and attitudes
© Copyright 2000-2012 TIBCO Software Inc.
Are dashboards and reports important/effective?
Effective vs. ImportantDashboards / Reports:
• Breakage rate• Point accrual• Point redemption/conversion• Channels• Products (SKU)• Offer performance• Segment migration
7-point scale7-Extremely Effective/Important, 1-Extremeley Ineffective/Unimportant
17
© Copyright 2000-2012 TIBCO Software Inc.
Performance dashboards/reports effectiveness
18
0 10 20 30 40 50 60 70 80 90 100
Breakage rate
Point accrual
Point redemption / conversion
Channels
Products (SKU)
Offer performance
Segment migration
How effective do you rate your Performance Dashboard / Reporting capabilities?
Top 2 Top 3
© Copyright 2000-2012 TIBCO Software Inc.
Performance dashboards/reports importance
19
0 10 20 30 40 50 60 70 80 90 100
Breakage rate
Point accrual
Point redemption / conversion
Channels
Products (SKU)
Offer performance
Segment migration
How important are the below Performance Dashboards / Reports?
Top 2 Top 3
© Copyright 2000-2012 TIBCO Software Inc.
Importance vs. effectiveness in reporting
20
3.50
4.00
4.50
5.00
5.50
6.00
6.50
7.00
3.50 4.00 4.50 5.00 5.50 6.00 6.50 7.00
How
eff
ecti
ve d
o yo
u ra
te y
our
Perf
orm
ance
Das
hboa
rd /
R
epor
ting
cap
abili
ties
?
How important are the below Performance Dashboards / Reports?
Breakage ratePoint accrual Products (SKU)
Point redemption / conversion
Channels
Offer performanceSegment migration
© Copyright 2000-2012 TIBCO Software Inc.
Are certain capabilities effective/important?
Effective vs. ImportantAnalytics Capabilities:
• Modeling and predictive analytics• Liability measurement and management –auditing• Matching members to offers/ Offer optimization
7-point scale7-Extremely Effective/Important, 1-Extremeley Ineffective/Unimportant
21
© Copyright 2000-2012 TIBCO Software Inc.
Importance vs. effectiveness in analytics
22
3.50
4.00
4.50
5.00
5.50
6.00
6.50
7.00
3.50 4.00 4.50 5.00 5.50 6.00 6.50 7.00
How
eff
ecti
ve d
o yo
u ra
te y
our
cap
abili
ties
?
Within your loyalty program analytics, how important are the below?
Liability measurement and management - auditing Modeling and predictive analytics
Matching members to offers / Offer optimization
© Copyright 2000-2012 TIBCO Software Inc.
Customer/offer scoring; finding associated retailer and customer behavior
Retail cross-sell modeling
© Copyright 2000-2012 TIBCO Software Inc.
Buy three and get a coupon for a free
frozen treat
Earn double points on Greek-style
yogurt
What we do when when we have something to sell, to do, to promote…
… who is the best candidate to convert without sacrificing profitability?
• Category promotions• Cross-sells• Product introductions• Partner offers
© Copyright 2000-2012 TIBCO Software Inc.
What we do when we want to change the behavior of specific members …
… what is the best offer to most efficiently motivate the next action?
• Come back, we’ve missed you• What to buy next• New member lock-in
Welcome to yourRewards. Earn double points on your
third entry
Happy Birthday. Enjoy a frozen yogurt on us!
User DrivenFreedom to ExplorePower to Discover
CollaborativeResponsive to Events
Any and All Data!
A BETTER APPROACH IS NEEDED
…visualization-based data discovery tools have far-reaching implications for how business information is consumed….end-user
organizations should adopt use as a way to improve the success of their BI program. - Gartner, June 2011
ANALYTICS & DATA
DISCOVERY
Useful, but Limited to Static
Information
Predetermined Questions Only
IT-dependent
REPORTING STATS
Powerful, but Highly Complex
Difficult to Customize
For Advanced Users Only
Visual, Intuitive, & Interactive
Dynamic, Fast, & Easy to Use
Ad-hoc Q&A, Customizable
Empowers All User Populations
Spotfire Value Drivers
Self-Service DiscoveryFreely explore data to any level of detail, radically
accelerating decision making, while dramatically reducing dependence on IT
Universal AdaptabilityLeverage a single analytics and data discovery platform
to empower anyone, anywhere to make insightful decisions
Visibility Into the UnknownDiscover insights hidden in Big Data and Real-Time
Events to immediately identify strategic business opportunities or threats.
Fastest to Actionable InsightInstantly turn insight into action by enabling anyone to
rapidly discover hidden insights and quickly collaborate in context
© Copyright 2000-2012 TIBCO Software Inc.
Thank you!• Event follow-up email – presentation, survey results, whitepapers
• More information @ www.loyaltylab.com• Email questions to loyaltylab@tibco.com
• Nov 6 Webinar - Success with Social Loyalty forms.loyaltylab.com/webinar_ssl