The Big Data Customer Intelligence Challenge - Big Data Marketing Data Visualization
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The Big Data Customer Intelligence Challenge Big Data Marketing Data Visualization Nicolas Terrasse – SAS France – 28 mars 2013
TRANSFORMING BIG DATA : UNE REALITE
MARKETING
“ Big data is a reality and
affects customer
engagement. As firms move
from siloes of transaction-
oriented systems to more
integrated, socially aware
ones, they will face
challenges related to
customer data.
To improve customer
engagement, companies
must invest in solutions to
”
effectively manage big data.
Forrester: The Big Deal About Big
Data For Customer Engagement,
Sanchit Gogla, June 2012
TERRA INCOGNITA
THE DARK SIDE
Un Gisement dormant
THE WHITE TERRA NOVA
SPACE
De nouvelles opportunités
INITIATE
ELDORADO
CONSUMER
CONVERSATION
DATA EXPLORER, COMPRENDRE, PARTAGER
VISUALIZATION
« Un bon croquis vaut mieux qu’un long discours »
Napoléon Bonaparte
« Tu vois ce que je veux dire ? »
Thomas, 5 ans
"Regarde attentivement car ce que tu vas voir n'est plus
ce que tu viens de voir. »
Léonard de Vinci
« Une image vaut mille mots. »
Confucius
DATA EXPLORER, COMPRENDRE, PARTAGER VISUALIZATION
TRANSFORMING CUSTOMER SAS® CUSTOMER INTELLIGENCE CUSTOMERS INTELLIGENCE
C opyr ight © 2 0 1 2 , SAS Ins titute Inc . All r ights r e s e r v ed. 9
JOINING UP MARKETING TO CUSTOMERS
NEW IDEAS = BETTER CAMPAIGNS
• Credit Card Conversion Rate up from 5% to 25%
NEW IDEAS = NEW CUSTOMERS
• 20 million new customers
Why SAS® NEW IDEAS = SEGMENT SEGMENT SEGMENT
• £300-£500 million attributed to SAS Customer Insight
Big Data
Analytics NEW IDEAS = KEEPING YOUR CUSTOMERS
• Customer retention of best customers now at 80%
for Customer
Intelligence?SAS
CUSTOMER
TalkTalk is one of the
leading broadband, home
phone and mobile
companies for consumers Business Issue:
and businesses in the UK,
and in July 2012 was one Harness the growing amount and variety of data to better
of the founding partners in understand their customers; improve customer retention in
the launch of YouView TV. saturated and new markets; and increase cross- and up-sell
Through organic growth opportunities.
and acquisitions the
company has grown Benefits:
significantly since it was
founded, listing itself on the TalkTalk has begun a journey to unlock the value of its big data
London Stock Exchange in by utilising SAS Analytics. The business has already seen
2010, and generating improvements in its customer segmentation and modelling,
annual revenues in 2011 of including identifying new triggers and levers, as well as the
£1.7bn. impact on customer behaviour of multiple triggers and levers
working in combination. The company will add more advanced
analytics and predictive analytics capabilities to its growing
amount of data as it seeks to gain even greater insights into its
customers.SAS CUSTOMER After more than 80 years in business, Macy's Inc. is one of America's most iconic retailers. With annual Business Issue: revenues exceeding $20 billion, Macy's enjoys a Macys.com needed enhanced customer insight, online and loyal base of customers across channels, to effectively measure and understand the who come to its stores and impact of its online marketing initiatives on Macy's store sales. shop online each day. To continue its legacy of Benefits: providing stellar customer service and the right Increased customer insights; cross-sell and up-sell selection of products, the effectiveness; revenue and customer satisfaction, an approx. retailer's e-commerce 20% reduction in churn rate. division – Macys.com – is using analytical software “With the extra time, the team has moved from being from SAS to better reactionary to proactive, meaning they can look at data and understand and enhance its spend more time analyzing it and become internal consultants customers' online shopping who provide more of the insight behind the data.” experience, while helping to increase the retailer's Kerem Tomak, Vice President of Analytics overall profitability.
SAS
CUSTOMER
Catalina helps retail
customers reach shoppers
at the point-of-sale and
continues to promote its Business Issue:
brands online with a unique
interactive experience. Analyze massive amounts of data to predict which customers
Catalina's marketing are most likely to respond to targeted marketing offers.
network is installed in more
than 23,000 stores and Benefits:
14,000 retail pharmacies in
the US and 7,000 stores Catalina delivers incentives that consumers redeem at eight
worldwide, collecting data times the level of traditional program methods; many
from more than 250 million programs boast consumer response rates as high as 25%; the
transactions every week. time that it takes to model and analyze data (250 million
transactions) - processed per week has been reduced from
over a month to just days.
“…with the predictive capabilities we have with SAS, we're
able to do it with more precision than anyone else in the
market.”
Eric Williams, Executive Vice President and Chief InformationSAS
CUSTOMER
Citibank Singapore Limited
is part of Citigroup, the
world's biggest financial
services company. With Business Issue:
limited opportunities for
physical expansion through To grow market share and increase customer profitability in a
branches, the bank's highly competitive market.
business model is based on
centralized operations and Benefits:
remote distribution that
leverages 24/7 call centers Improved customer insight enables more targeted marketing
and direct mail. Multiple campaigns with faster break-even points. Results are an
customer touch points and exponential increase in take-up rates. SAS provides trusted
channels are used to sell insights for areas that include risk, scorecards, performance
products such as credit management and sales-force incentives.
cards and loans. Citibank
also extends its market “We see a return on investment from SAS, for sure. SAS is a
reach via industry critical part of our analytics capabilities and a vital component
partnerships, for example, to the success of our marketing efforts.”
with auto dealerships to
recommend loans. Eric Sandosham, Head, Decision Management South East
Asia Global Consumer GroupYou can also read
