Data-driven marketing expert panel discusses Customer 360, ideal projects, GDPR impact, and culture change
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This document summarizes a panel discussion on data-driven marketing. The panelists were from various companies and included Wim Stoop, Jason Foster, Nick Muir, and Michael Whitelegge. They discussed how customer 360 views can help understand customers by combining data from various sources. Traditional approaches kept customer data in silos and had limitations. New approaches use enterprise data hubs to ingest both structured and unstructured data in real-time. Case studies from RBS and M&S showed how customer insights helped improve marketing campaigns and the customer experience. The panel then discussed how customer 360 is now a requirement, ideal first projects, the impact of GDPR regulations, and the importance of culture change for success.
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Data-driven marketing expert panel discusses Customer 360, ideal projects, GDPR impact, and culture change
- 1. 1© Cloudera, Inc. All rights reserved. Data-driven marketing - expert panel
- 2. 2© Cloudera, Inc. All rights reserved. Your speakers today Wim Stoop Sr. product marketing manager Jason Foster Director Nick Muir Senior analytics manager Michael Whitelegge Head of big data solutions
- 3. ADVISE DESIGN LEAD WE’RE A DATA AND ANALYTICS STRATEGY CONSULTANCY
- 4. ‘DIS’ (?) LOYALTY + DISRUPTION COMPLEX BUYING JOURNEYS MARKETING IS EXPENSIVE THE FOUR HORSEMEN LAZER FOCUSED MESSAGES RISE ABOVE THE NOISE
- 5. ACQUISITION ACTIVATION RETENTION REVENUE REFERRAL How do customers find you? Whats your users first experience of you? Are they coming back? Once? Twice? Always? Are customers making you money? Are they profitable? Are customers recommending you? M-AARRR-KETING ‘FUNNEL’
- 7. 7© Cloudera, Inc. All rights reserved. Crafting customer insight
- 8. 8© Cloudera, Inc. All rights reserved. Customers across industries Financial services Public sector Healthcare Telecommunications Retail
- 9. 9© Cloudera, Inc. All rights reserved. Customer insight – an industry perspective -What is Customer 360? A holistic real-time view of your individual customers Across all products, systems, devices and interaction channels In order to deliver a consistent, personalized, context specific and relevant experience
- 10. 10© Cloudera, Inc. All rights reserved. The challenge: managing customer data Data can come from a variety of “siloed” sources • Massive volumes of customer interaction data • Some data from 3rd party data sources • Can come in real-time or batches • Generated from a variety of data sources • Diverse data structures and schemas • Some of it may be perishable Combining customer data with contextual data (social media, 3rd party) is the key to customer insight
- 11. 11© Cloudera, Inc. All rights reserved. Customer 360 view: why status quo won’t work Consumer activity data in silos • Most organizations have a static version of the customer profile in their data warehouse • Mainly structured data • Only internal data • Only “important” data • Only limited history • Activity data – clickstream data, content preferences, customer care logs, kept in BU silos if kept at all AnalystData Analyst Data Analyst DataAnalystData AnalystData
- 12. 12© Cloudera, Inc. All rights reserved. Traditional data flow diagram Location Social Clickstream ETL / stored procedures Enterprise Data Warehouse Segmentation & churn analysis BI tools Marketing offers Data Marts / Aggregations Billing / ordering CRM/ profile Marketing campaignsOther / new data sources – mobile, sensors, apps, network logs, files Does not model easily into traditional database schema Limited processing power Limited processing power Storage scaling very expensive. Not designed for ELT Loss in Fidelity Manual work. Few automated system feeds. Based on sample / limited data Workflow • Extract data from source • ETL / aggregate source data for common schema • Load aggregated data into EDW models • Serve modeled data via BI tools and reports
- 13. 13© Cloudera, Inc. All rights reserved. Challenges with legacy approaches to Customer 360° Batch or highly latent Limited, analytical, impersonal Decision support Summarized Real-time or immediate Responsive, operational, personal Actionable & based on machine learning Granular – “Segment of One” Legacy approach Current demands
- 14. 14© Cloudera, Inc. All rights reserved. EDH based architecture for effective data management Enterprise Data Warehouse Enterprise Data Hub Data sources Dataingest– streamingorbatch Analyze / serve in multiple ways Network Usage CRM Inventory Clickstream Sensors Machine Logs Social Billing Ordering Structured Unstructured /Semi-Structured EXTENSIBLE SERVICES CORE SERVICES DATA ENGINEERING OPERATIONAL DATABASE ANALYTIC DATABASE DATA CATALOG INGEST & REPLICATION SECURITY GOVERNANCE WORKLOAD MANAGEMENT DATA SCIENCE Amazon S3 Microsoft ADLS HDFS KUDU STORAGE SERVICES BI Solutions Real-Time AppsSearch ServeSQL Analytics Machine Learning
- 15. 15© Cloudera, Inc. All rights reserved. From static to dynamic, real-time micro-segmentation… Traditional segmentation • Age • Gender • Average Spend • Price Plans • Usage history • Data, Voice, Text • Billing history • Device Upgrade • Age • Gender • Average spend • Price plans • Usage history • Data, voice, text • Billing history • Device upgrade • Location • Social influence • Applications used • Content preferences • Usage details • Roaming analysis • Travel patterns • Device history • Other products/ services • Bundling preferences • Offer history • Campaign history • Call center tickets • QoS history • Household analysis • Lifetime value • Churn score • Clickstream info • Channel preferences • Survey Dynamic micro- segmentation
- 16. 16© Cloudera, Inc. All rights reserved. Targeted marketing & personalization Collate the data sources Micro-segmentation Drive personalized campaigns Devise micro-segments based on combining multiple factors: • Age • Location • Spending history • Channel preferences • Content preferences • Apps usage • Social influence • Churn score • Lifetime value • Usage patterns • Data usage Drive personalized campaigns for specific micro-segments Retention campaign for high value customers with iPhone who recently shared a negative social sentiment Upsell campaign for high-data users with family to move over to a family bundle Geo-Location based targeted advertising for specific customer micro- segments
- 17. 17© Cloudera, Inc. All rights reserved. Value from customer insight – RBS
- 18. We use Data & Decisioning to Make Banking Personal
- 19. Some things never go out of fashion, like good quality conversations
- 20. 20 The Changing Customer Experience
- 21. The experience starts to feel different for our customers as we learn and adapt
- 22. We’re helping customers complete their mortgage journey We knew c120k customers p.a. received an online Agreement In Principle but didn’t take their application further In Q1 2016 we contacted these customers the next day to help them with their mortgage application Customers we attempted to contact >120k Conversations held Mortgage appointments Customers dropping out of the process after Agreement In Principle 15k 6k 3k 50% of the customers we spoke to came in for a mortgage appointment
- 23. 23© Cloudera, Inc. All rights reserved. Value from customer insight – M&S
- 24. Kirkgate Market, Leeds, 1884 “Don’t ask the price, it’s a penny” 134 years later Same basic retailing principles, challenges come from scale
- 25. + Implemented our Hadoop ‘Enterprise Analytics Hub’ in early 2014 Understand cross-channel customer behaviour Investigate the impact of social media Enhance the online marketing attribution model Remove siloed analytical data warehouses Increased Customer Insight
- 26. Customer analysis & personalisation • Launched in 2015 • Over 6m members • Enables us to get to know our customer at scale
- 27. Clickstream analysis At the individual person level
- 28. Customer feedback There are two types of people in the world. Those who can extrapolate from incomplete data.
- 29. 29© Cloudera, Inc. All rights reserved. Panel discussion
- 30. 30© Cloudera, Inc. All rights reserved. 1. Customer 360 – requirement or side effect?
- 31. 31© Cloudera, Inc. All rights reserved. 1. Customer 360 – requirement or side effect? 2. Ideal first projects
- 32. 32© Cloudera, Inc. All rights reserved. 1. Customer 360 – requirement or side effect? 2. Ideal first projects 3. GDPR’s impact on data driven marketing
- 33. 33© Cloudera, Inc. All rights reserved. 1. Customer 360 – requirement or side effect? 2. Ideal first projects 3. GDPR’s impact on data driven marketing 4. Culture (change) as an ingredient for success
- 34. 34© Cloudera, Inc. All rights reserved. Thank you
Hinweis der Redaktion
- The need for data driven marketing
- Where DDM makes an impact Customer acquisition – find new customers (or bring back lost customers) Nurture potential customers and purchasers Manage your marketing bucks – positioning + timing of content, messages and improve marketing effectiveness by investing in the right place Old notes: Taken from start up world, AARRR model helps to understand point in the funnel for each customer and then put strategies in place to maximise the scale of customers in each stage and move them through the funnel. Some call this growth hacking but essentially the role of modern marketers is to reach consumers at the moments that most influence their decisions. Now we know in reality customers don't neatly move through this funnel during a purchase decision. Customers in reality move in and out of these stages depending on their purchase intent and stage of relationship with you as a brand. Their are multiple touch points and key buying factors resulting from the explosion of product choices and digital channels, coupled with the emergence of an increasingly discerning and well-informed customer. This is the reason you need to have very good data and insight into what your prospect and existing customers are doing and try to figure out what their purchase intent is, what stage of the purchase decision are they at and what strategies do you employ to maximise every opportunity to engage in some way with the world.
- Approach to implementations Align marketing strategy and playbook across your brands, products and teams Make customer transactions, interactions and behaviours available and accessible Ensure output from customer intelligence isn’t limited to the marketing team Invest in big brains and modern technology Build a platform and capability for marketing that aligns with the wider organisational data and analytics strategy Think of running your marketing function in the way good digital product teams run – be agile, responsive, data + customer led, digitally savvy but human centred.
- Point is: everyone’s got customers Data is transforming entire industries. Each industry’s got different goals for customer insight Telecommunications is figuring out how to optimize network performance based on call logs. Financial service institutions are doing their part to reduce criminal activity by leveraging data to better identify and prevent money laundering. The government is leveraging data to protect our sensitive information from cyber threats. The way these industries are operating is being rewritten in order to better incorporate the use of data.
- Customer 360 is definitely not new concept. Not use case in it’s own right – its been an ongoing area of focus for consumer driven industries such as Telcos, B& FS & Insurance and Retail. But today we are talking about a more broader and richer sets of data sources – apart from the traditional sources such as demographic information & purchase history , you now have a growing net set of new and emerging data sources including location data, clickstream data, data from new channels such as mobile & smartphones & social media. This gives an opportunity for organizations to build a true 360 degree view of the customer across the lifecycle and across all of the interaction channels. Using this detailed customer profile, build from all of this data, organizations can now understand their customers much better in a way that enables them to serve them better and grow the relationship. 1 The NRF estimates that, on average, 30 percent of all digital sales can be attributed to mobile and grew to $14 billion in 2015. The retailer today must break from traditional, linear views of the path to purchase and look at the larger, holistic engagement with the consumer. Same is the case with Banks & Insurance – How do you get one consistent view of your customer across diverse channels and products that you serve. How do you better understand the voice of the customer? How valuable is that customer and What is the customer saying on social media about the most recent interaction. It will enable you to Deliver contextually relevant experiences, personalized recommendations, and targeted offers by correlating behavior, transaction, and location data. A 360-degree customer view can enable you to drive a very compelling & consistent customer experience, drives down acquisition costs, prevents switching, and increases lifetime value. In fact, 40% of U.S. smartphone owners admit to checking out a product in-store and then buying it online, also known as “showrooming.”
- EDH – complements your existing DW It can ingest data from multiple sources – streaming as well as Batch processing data. It can then help you discover, model & serve this data as required to the EDW or it is connected to all the BI/ Reporting tools that the CSP is already familiar with For example Telcos can now bring together customer usage information along with social media interactions and sentiment analysis to effectively identify, detect and prevent churn. CSPs can now combine the customer usage patterns with customer lifetime value data along with network performance data from network logs to proactively address any Quality of Service (QoS) issues for customers based on their value to the business. 1. You can keep unlimited data online, in its original fidelity and format. As a data staging area, it can serve as an automatic archive of any data sent to it, and process that data quickly and cost-effectively. 2. Diverse users can get direct access to all business relevant data, through the best tool for the job, whether that’s SQL, search, programming, or your existing BI or analytics tools. Users who previously had no way to benefit from data can now find and generate insights. 3. All of this can be done with confidence, thanks to Cloudera’s enterprise-grade security, governance, and management tools. While some of the customers get started with EDH as away to drive down costs or improve efficiencies in the ETL process, a lot of Clients move up the value chain to provide more compelling use cases such as Customer 360, Churn Analytics and Network Optimization
- Through Customer 360, Telcos can build a highly enriched customer profile beyond the traditional segmentation attributes to enable precision profiling of the customer base for highly targeted marketing and customer care activities.
- Solution areas for customer insight Acquire & retain Churn analysis Marketing spend analysis Customer lifetime value Cross & upsell Next best offer Smart promotions Basket analysis Improve customer experience Omni-channel optimization Sentiment analysis Customer care analytics
- RBS Archive - D3338 – Photograph Interior of Ladies branch of National Commercial Bank of Scotland showing the manager talking to a customer, c.1964
- Customer 360 – requirement or side effect?
- Ideal first projects
- GDPR’s impact on data driven marketing
- Culture (change) as an ingredient for success