Symposium Data-Driven Marketing 2014: Rene van der Laan (SAS): Beslissen is moelijk... of toch niet?!

1. Drs. Rene van der Laan
@ireneus69
#DDM14

2. BESLISSEN IS MOELIJK... OF TOCH NIET?!
RENE VAN DER LAAN, 5 NOVEMBER – NYENRODE, SYMPOSIUM DATA-DRIVEN MARKETING
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .

3. Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
RENE – IN DATA

4. Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
RENE – IN DATA

5. Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
RENE – IN DATA

6. Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
RENE – IN DATA

7. Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
RENE – IN DATA

8. Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
RENE – IN DATA

9. Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
RENE – IN DATA

10. Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
RENE – IN DATA

11. Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
RENE – IN DATA

12. Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
RENE – IN DATA

13. Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
RENE – IN DATA

14. Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
RENE – IN DATA

15. Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
RENE – IN DATA

16. Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
RENE – IN DATA

17. Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
ALARM
SYSTEM
ALARMS
SYSTEM
NETWORK
Katie:
#Talent
on The
Voice!
Scott:
Let’s watch
House of
SALE ALERT: Cards!
12 pk Soft Drinks
@Albert Heijn
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

18. VOLUME
VARIETY
VELOCITY
VALUE
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
TODAY THE FUTURE
DATA SIZE
THRIVING IN THE BIG DATA ERA

19. Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .

20. CUSTOMER DNA
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
Who they
are
What they
buy
How they
use it
Their
potential
Their
value
Their
loyalty
360°
Customer
Insight
What they
say
How they
interact
Who they
influence
Hindsight
Insight
Foresight

21. CUSTOMER
EXPERIENCE VISION – APPLIED BIG DATA INSIGHTS
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .

22. Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .

23. Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .

24. Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .

25. MARKETING
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
TODAY
CUSTOMERS DO NOT THINK IN CHANNELS

26. MARKETING
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
TODAY
DEVICES ARE MORE THAN ONE CHANNEL

27. MARKETING
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
TODAY
DEVICES ARE MORE THAN ONE CHANNEL

28. MARKETING
Skype ID:
renevdlaan
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
TODAY
NO CONSISTENCY WITHOUT CONSISTENT DATA
Login:
172802844
Apple ID:
rene@example.com
Mobile:
Twitter ID: +31 653 425 104
@ireneus69
Email:
snlrla@sas.com
Fixed Line:
+31 35 69969 00
Facebook Token:
AAACNg1ulZCUYBAHEZCxbJTSO…

29. CUSTOMER
DECISION HUB
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
ONLY ANALYTICS CAN HANDLE THE COMPLEXITY
10 Mio.
Decisions
12 Bill.
Decisions
600 Mio.
Decisions

30. CUSTOMER
DECISION HUB
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
CENTRAL DECISION LOGIC ACROSS ALL CHANNELS
CUSTOMER
DECISION HUB

31. CUSTOMER
DECISION HUB CONCEPT
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
CUSTOMER
DECISION HUB

32. CUSTOMER
DECISION HUB CONCEPT
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
CUSTOMER
DECISION HUB
Marketing campaigns
Service-Activities
Sales programs
Regular communications
Contact strategies
Priorities
Strategic decisions
Contact rules
Constraints
Channel/Budget restrictions
Analytical models
Events, Trigger
Transactional data
Potentials, Risk
History

33. CUSTOMER
DECISION HUB CONCEPT
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
CUSTOMER
DECISION HUB

34. CUSTOMER
DECISION HUB CONCEPT
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
CUSTOMER
DECISION HUB

35. CUSTOMER
DECISION HUB
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
CONCEPT
CUSTOMER
DECISION HUB

36. CUSTOMER
DECISION HUB
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
CONCEPT
CUSTOMER
DECISION HUB

37. CUSTOMER
DECISION HUB GROWTH PATH TO EVOLVE
Co p y r ig ht © SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .
1
Central
Rules repository
Contact Policy Rules,
Constraints, Limitations,
Optimization Objectives
2
Implementation of
dedicated Inbound-and
Outbound-Scenarios
3
Continuous
Enhancements
More Scenarios,
Channels, Types of
Interactions

38. Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .

39. Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .

40. Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .

41. Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .

42. Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . Al l r ig ht s r e s e r ve d .