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Analytical CRM - Lutz Finger, Fisheye Analytics

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Analytical CRM - Lutz Finger, Fisheye Analytics

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Hear Lutz speaking at Social CRM 2012 in Brussels, 26th September 2012 about The Challenges of Social Data Mapping & Management.
http://www.oursocialtimes.com/socialcrmbrussels

Hear Lutz speaking at Social CRM 2012 in Brussels, 26th September 2012 about The Challenges of Social Data Mapping & Management.
http://www.oursocialtimes.com/socialcrmbrussels

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Analytical CRM - Lutz Finger, Fisheye Analytics

  1. 1. Analy&cal(CRM( Start with the Question and Mind the Data…. More is not better… By#@LutzFinger#
  2. 2. Lutz(Finger( ─ #Quantum#Physicist# ─ #Journalist# ─ #Incubator#for#new#Media# ─ #MBA#@#INSEAD#2004# ─ #Sales#Manager#@#Dell# ─ #CoIFounder#of#Fisheye# ─ #Researcher#at#INSEAD# # And 47 different Social Media Profiles # # # ( Not all up-to-date. Mind the Data All#displayed#Logos#are#trademark#protected#by#the#respecMve#companies.#
  3. 3. Segmenta&on(is(missing(something( Two(People:(( Who(are(they?( ●  Male# ●  Born#in#1948# ●  BriMsh#NaMonality# ●  2nd#Marriage# ●  Rich# ●  Well#known# The#missing#informaMon#is#behavior#informaMon.# Source:#Annet#Aris# 3#
  4. 4. Social(as(Indica&on( 10th#June#2011#–#2.6(million(readers(had#to#look#for#a#new#SUNDAY#paper# Source:#www.newsoXheworld.co.uk# 4# All#displayed#Logos#are#trademark#protected#by#the#respecMve#companies.#
  5. 5. To(find(poten&al(customers…( Discussion(in(TwiIer:(Ready(to(Switch?( Sunday(papers(people(may(switch(to( Former#NOTW# Indicated# subscribers# General#/#Misc# desire#to# 4%# Sunday#Sport#Standard## 5%# switch# 2%# The#Observer# 1%# 2%# Star#on# Daily#star#on# Sunday#Star# Sunday# Sunday# 2%# 9%# 15%# Sunday#Time# 7%# Sunday#Herald# Daily#Mail# 2%# 22%# 95%#no#info#on#switching## Sun#On# Sunday# 8%# Sunday#Mirror# 26%# Only#4%:#Choose#the#right#ones! 5# Jul#2011# Source:#Fisheye#AnalyMcs#I#Note:#Twider#Data#only#
  6. 6. And(to(Reach(out( ●  But#even#if#you#got#the# RELEVANT#data# ●  How(to(reach(out?# Reach#out#!# outreach#can#be#creepy Source:#Fisheye#AnalyMcs#
  7. 7. To(get(Social(Data(is(easy…( Aggregate# Via#Filter# Social Media Ask# Aggregate Profiles Consumer# # Find# Use#Email# Aggregate# Profile ## Please#note#that#there#could#be#easily#privacy#concerns.## # All#displayed#Logos#are#trademark#protected#by#the#respecMve#companies.# Source:#Lutz#Finger# 7#
  8. 8. To(organize(not.( Sex:##2#Segments# Male# Female# Level#of#EducaMon:# Second# School# High#School# University# #8#Segments# Degree# Sunday# News# Journal# Products#bought:# Paper# Paper# Paper# ##24#Segments# The Adventurer, Blue Collar, Emerging Adults, Health/ Fitness, Hispanics, Women With Children ... EU#Countries:# ##548#Segments# Social#graph:# “There#are#7#billion#people#in#the#world#and#my#dream#is#to#have#7# ##500#m#Segments# billion#individual#relaMonships”#by#Robert#McDonald## # Source:#Lutz#Finger# 8#
  9. 9. Center:(Customer(or(You?( Customer( Analy&cal( Rela&onship( CRM( Management( ( ( ●  Start#with#the# ●  The#Customer# quesMon# should#be#in#the# ●  It#is#all#about# Center# YOU#and#your# ●  It#starts#with# PRODUCT# the#Customer# ●  Data#Mine#for# ●  Be#open#/#be# your#needs# transparent# Source:#Lutz#Finger# 9#
  10. 10. For(Analy&c(CRM(N(Ques&on(is(key( Deep#Thought:#“it# would#have#been# simpler#of#course# to#have#known# what#the#actual# quesMon#was.”# “Data#without#sound#approach#is#just#NOISE.”#I#Xavier# Amatriain,#Netlix Source:#hdp://www.youtube.com/watch?v=aboZctrHfK8# Source:#www.google.com# Source:#Lutz#Finger# 10# Source:#Strata#2012#–#Xavier#Amatriain# #
  11. 11. Great(Examples( ●  Tinyclues#opMmizes#EIshot#markeMng# based#on#machine#learning# Measurable# Direct#QuesMon# ●  Orange#connect#Survey#Data#to# Network#InformaMon# ●  Wonga#uses#the#way#people#fill#out#an# applicaMon#to#predict#Risk# ConMnuous#Machine# ●  Semasio#uses#content#of#pages#you# Learning# have#been#on#to#improve#markeMng# efficiency# ●  Target#can#predict#who#of#their# Structured# customers#is#pregnant# &#unstructured#Data# ●  Walt#Disney#use#Social#Media# Discussion#to#predict#privacy# ●  Google#and#GFK#set#up#One#Source# Panel#to#create#a#holisMc#View#on#a# consumer# Source:#Lutz#Finger# 11# All#displayed#Logos#are#trademark#protected#by#the#respecMve#companies.#
  12. 12. Summary( ●  TradiMonal#SegmentaMon#is#too#limited#for#todays#needs# ●  Social#Media#Can#find#new#Clients# ●  To#get#social#data#is#easy# ●  To#organize#them#is#the#hard#part# ●  Start#with#the#QuesMon# ●  Use#Machine#Learning#to#find#a#structure# 12#

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