Transformation of Sales and Marketing by Rene van der Laan

Copyr i g ht © 2015, SAS Ins t i tu t e Inc . A l l r ights reser ve d .

TRANSFORMATION OF SALES AND MARKETING IN THE

SOCIAL, MOBILE AND DIGITAL ERA TO IMPROVE THE

CUSTOMER EXPERIENCE AND BUILD BETTER ROI


CUSTOMER DECISION HUB


CUSTOMER

EXPERIENCE VISIONARY DEMO

Copyr i g ht © SAS Ins t i tu t e Inc . A l l r ights reser ved .

CONTEXTUAL

ENGAGEMENT

What are we talking about?


why is that important?

Copyr i g ht © SAS Ins t i tu t e Inc . A l l r ights reser ved .

CONTEXTUAL

ENGAGEMENT

So, how should you respond?


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


MARKETING TODAY THE OMNI-CHANNEL CUSTOMER


MARKETING

TODAY DEVICES ARE MORE THAN ONE CHANNEL


MARKETING

TODAY NO CONSISTENCY WITHOUT CONSISTENT DATA

Login:

172802844

Apple ID:

[email protected]

Mobile:

+31 653 425 104 Twitter ID:

@ireneus69

Email:

[email protected]

Fixed Line:

+31 35 69969 00

Facebook Token:

AAACNg1ulZCUYBAHEZCxbJTSO…

Skype ID:

renevdlaan


CUSTOMER

DECISION HUB ORCHESTRATION IS KEY!

10 Mio. Decisions

12 Bill. Decisions

600 Mio. Decisions


CUSTOMER

DECISION HUB CENTRAL DECISION LOGIC ACROSS ALL CHANNELS



CUSTOMER

DECISION HUB CONCEPT



CUSTOMER

DECISION HUB CONCEPT


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


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


3


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



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


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


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


FUTURE VISION: PUT THE CUSTOMER IN THE CENTER


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


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


MARKET TRENDS WHERE ARE MARKETERS EXPERIMENTING?


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.


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


THANK YOU!

Transformation of Sales and Marketing by Rene van der Laan

Data & Analytics

Transcript of Transformation of Sales and Marketing by Rene van der Laan