Transformation of Sales and Marketing by Rene van der Laan
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The document discusses the transformation of sales and marketing in the digital age, emphasizing the importance of contextual engagement and real-time decision-making in enhancing customer experience and ROI. It outlines the necessity for marketers to utilize customer data effectively to offer optimized, personalized campaigns and products. Additionally, it presents the benefits and results from a leading telecom provider implementing real-time contextual campaigning, including significant sales growth and customer engagement.
Transformation of Sales and Marketing by Rene van der Laan
- 1. Copyr ight © 2015, SAS Institute Inc. All rights reser ved. TRANSFORMATION OF SALES AND MARKETING IN THE SOCIAL, MOBILE AND DIGITAL ERA TO IMPROVE THE CUSTOMER EXPERIENCE AND BUILD BETTER ROI
- 2. Copyr ight © 2015, SAS Institute Inc. All rights reser ved. CUSTOMER DECISION HUB
- 3. Copyr ight © 2013, SAS Institute Inc. All rights reser ved. CUSTOMER EXPERIENCE VISIONARY DEMO
- 4. Copyr ight © 2013, SAS Institute Inc. All rights reser ved.
- 5. Copyr ight © 2013, SAS Institute Inc. All rights reser ved.
- 6. Copyr ight © SAS Institute Inc. All rights reser ved. CONTEXTUAL ENGAGEMENT What are we talking about?
- 7. Copyr ight © 2014, SAS Institute Inc. All rights reser ved. why is that important?
- 8. Copyr ight © SAS Institute Inc. All rights reser ved. CONTEXTUAL ENGAGEMENT So, how should you respond?
- 9. Copyr ight © 2014, SAS Institute Inc. All rights reser ved. 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
- 10. Copyr ight © 2013, SAS Institute Inc. All rights reser ved. MARKETING TODAY THE OMNI-CHANNEL CUSTOMER
- 11. Copyr ight © 2013, SAS Institute Inc. All rights reser ved. MARKETING TODAY DEVICES ARE MORE THAN ONE CHANNEL
- 12. Copyr ight © 2013, SAS Institute Inc. All rights reser ved. MARKETING TODAY NO CONSISTENCY WITHOUT CONSISTENT DATA Login: 172802844 Apple ID: [email protected] Mobile: +31 653 425 104Twitter ID: @ireneus69 Email: [email protected] Fixed Line: +31 35 69969 00 Facebook Token: AAACNg1ulZCUYBAHEZCxbJTSO… Skype ID: renevdlaan
- 13. Copyr ight © 2013, SAS Institute Inc. All rights reser ved. CUSTOMER DECISION HUB ORCHESTRATION IS KEY! 10 Mio. Decisions 12 Bill. Decisions 600 Mio. Decisions
- 14. Copyr ight © 2013, SAS Institute Inc. All rights reser ved. CUSTOMER DECISION HUB CENTRAL DECISION LOGIC ACROSS ALL CHANNELS CUSTOMER DECISION HUB
- 15. Copyr ight © 2013, SAS Institute Inc. All rights reser ved. CUSTOMER DECISION HUB CONCEPT CUSTOMER DECISION HUB
- 16. Copyr ight © 2013, SAS Institute Inc. All rights reser ved. CUSTOMER DECISION HUB CONCEPT CUSTOMER DECISION HUB 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
- 17. Copyr ight © 2013, SAS Institute Inc. All rights reser ved. CUSTOMER DECISION HUB SOLUTION CONCEPT – THE MARKETING DECISION HUB Rules 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 CUSTOMER DECISION HUB 3
- 18. Copyr ight © 2013, SAS Institute Inc. All rights reser ved. CUSTOMER DECISION HUB SOLUTION CONCEPT – CUSTOMER DECISION HUB Rules 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 CUSTOMER DECISION HUB
- 19. Copyr ight © 2013, SAS Institute Inc. All rights reser ved.
- 20. Copyr ight © 2013, SAS Institute Inc. All rights reser ved.
- 21. Copyr ight © 2012, SAS Institute Inc. All rights reser ved. 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 positionSAS References Telecom
- 22. Copyr ight © 2012, SAS Institute Inc. All rights reser ved. 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. ProjectSAS 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
- 23. Copyr ight © 2012, SAS Institute Inc. All rights reser ved. 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 BenefitsSAS 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
- 24. Copyr ight © 2014, SAS Institute Inc. All rights reser ved.
- 25. Copyr ight © 2014, SAS Institute Inc. All rights reser ved. FUTURE VISION: PUT THE CUSTOMER IN THE CENTER
- 26. Copyr ight © 2014, SAS Institute Inc. All rights reser ved. 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 MOSAS RTDM FUTURE VISION: TOTAL FLOW
- 27. Copyr ight © 2014, SAS Institute Inc. All rights reser ved.
- 28. Copyr ight © 2013, SAS Institute Inc. All rights reser ved. 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
- 29. Copyr ight © 2013, SAS Institute Inc. All rights reser ved. MARKET TRENDS WHERE ARE MARKETERS EXPERIMENTING?
- 30. Copyr ight © 2014, SAS Institute Inc. All rights reser ved. 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.
- 31. Copyr ight © 2014, SAS Institute Inc. All rights reser ved. 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
- 32. Copyr ight © 2013, SAS Institute Inc. All rights reser ved. THANK YOU!