Superior customer experiences are the real coin: relevance drives results - Rene Van Der Laan
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The document discusses the importance of contextual marketing, emphasizing the need for relevant, timely, and personalized customer interactions to enhance the customer experience. It highlights real-world examples and strategies employed by companies like Macy's to deliver targeted offers based on comprehensive customer data and real-time analytics. The overall message promotes a shift from reactive to proactive marketing approaches, utilizing technology to understand and engage customers effectively.
Superior customer experiences are the real coin: relevance drives results - Rene Van Der Laan
- 1. Copyright © 2016, SAS Ins6tute Inc. All rights reserved.
- 2. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. How to get there? Agenda What’s Required? Real-‐life Examples Context: the key to value Customer Experience
- 3. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. Interac,ons based on context
- 4. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. Interac,ons based on context
- 5. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. Interac,ons based on context
- 6. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. Interac,ons based on context
- 7. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. Interac,ons based on context
- 8. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. Interac,ons based on context
- 9. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. Interac,ons based on context
- 10. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. Interac,ons based on context
- 11. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. Interac,ons based on context
- 12. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. Interac,ons based on context
- 13. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. Interac,ons based on context
- 14. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. Interac,ons based on context
- 15. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. Interac,ons based on context
- 16. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. Interac,ons based on context
- 17. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. Marke,ng Today – room for improvement KPMG: 2014, 2015
- 18. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. What are we talking about? It sounds simple… the right thing for the right customer at the right 6me in the right place Doing exactly
- 19. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. why is that important?
- 20. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. So, how should you respond? Relevance Convenience Acceptance + =
- 21. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. What makes up context? Customer Rela,onship Context Real-‐Time Context -‐ Situa,on Personal Context Relevance
- 22. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. Contextual Marke,ng -‐ defini,on Context Event Insights 360º Customer View Analy6cs Situa6on, Channel Data, Behavior Customer All relevant informa6on for the op6mal decision
- 23. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. Contextual Marke,ng -‐ defini,on Context Event Insights 360º Customer View Analy6cs Situa6on, Channel Data, Behavior Customer All relevant informa6on for the op6mal decision Twice a year weekly Travel InsuranceOliver Rene Nothing ?
- 24. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. * 21M Ac6ve Customers, 50K TPS Take Ac6on Understand S1 S2 Listen So why do it? A real world example* Real-‐6me behavioral triggers Limited contextual data Rules-‐driven next best offer Real-‐6me delivery Poorly-‐defined offer Delayed behavioral triggers Broad contextual data Analy6cs-‐driven next best offer Delayed delivery Sophis6cated offer Real-‐6me behavioral triggers Broad contextual data Personalized offer driven by real-‐6me analy6cs Real-‐6me delivery Sophis6cated offer 5% û ü Relevance Confidence Max. Take Rate 5% û ü Relevance Confidence Max. Take Rate 24% ü ü Relevance Confidence Max. Take Rate Incremental Revenue Increase €10M Payback MONTHS Take Rate 5x Business As Usual 24%
- 25. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. What Macy’s needs to understand RFM segmenta,on Response history Propensity models CLTV modeling Brand advocacy segmenta,on • Who are my customers? • How are my customers different from one another? • What similarities do my customers share? • What/when/where do my customers buy? • How do customers engage with me? • How do customers feel about my brand/product? • In the coming seasons, what should I recommend them? • How do they respond to our special offers "With the extra time, the team has moved from being reactionary to proactive, …spend more time analyzing it and become internal consultants who provide more of the insight behind the data.” Kerem Tomak Vice President of Analy2cs
- 26. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. How Macy’s plans to take ac,on Melanie receives op6mized email ‘Friday in-‐store shopping promo’. 1 1 Melanie enters the store on Friday 2 Melanie con6nues to shop – con6nues to receive tailored offers based on beacon loca6on. 7 Macy’s detects store entry (based on beacon & cell phone) 3 4 Customer Hub Full 360 View of Melanie Accessed in Real6me 6 SMS or App push offer is made – right product, great discount 5 Contextual Engagement technologies combine to determine the best offer to promote Op6miza6on Real-‐Time Right offers, delivered how Melanie wants them -‐ not too many. All contextually based, priced and personalised to Melanie
- 27. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. Pung it all together CUSTOMER DECISION HUB Marke6ng Campaigns Service Analy6cs Sales Programs Ad-‐hoc Ac6ons Regular Communica6ons Contact strategies Priori6es Strategic Decisions Contact Rules Contracts Channel restric6ons Budget Limits Contact Permissions Transac6onal data Analy6cal models Events Context Scores Risk Poten6als History
- 28. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. Rules Decision Logic Real-‐Time Analy,cs Request Reply Next-‐Best Ac,on Customer Decision Hub Specific Refinement Campaign Orchestra,on Pung it all together
- 29. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. Start with the easiest scenarios Check and integrate available data Integrate analy,cs and channels incrementally Deliver incremental value and build the expansion case Modular, Roadmap-‐driven Evolu,on
- 30. Copyright © 2016, SAS Ins6tute Inc. All rights reserved. Start with the easiest scenarios