1 managing self-evolving portfolios of customer profiles petros kavassalis themis zamani its berlin...
Post on 21-Dec-2015
218 Views
Preview:
TRANSCRIPT
11
Managing Self-evolving Managing Self-evolving Portfolios of Customer Portfolios of Customer
ProfilesProfiles
Petros KAVASSALISPetros KAVASSALIS
Themis ZAMANIThemis ZAMANI
ITS BerlinITS Berlin
September 4-7, 2004September 4-7, 2004
22
Paper authorsPaper authors
Petros KAVASSALISPetros KAVASSALIS Themis ZAMANIThemis ZAMANI Michael MPATIKASMichael MPATIKAS Zoi POLITOPOULOUZoi POLITOPOULOU Haralambos SABALISHaralambos SABALIS Ntina SPYROPOULOUNtina SPYROPOULOU
24/7/200424/7/2004
AgendaAgenda
Marketing goes digitalMarketing goes digital Technology-based MarketingTechnology-based Marketing Internet & Mobile channels emergeInternet & Mobile channels emerge
Challenges aheadChallenges ahead
The ATL Messaging Management The ATL Messaging Management Engine project (Univ. of Crete)Engine project (Univ. of Crete)
Concluding thoughtsConcluding thoughts
Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004 44
ME under pressureME under pressure
Marketing executives (ME) learn to live with Marketing executives (ME) learn to live with multiple marketing technologiesmultiple marketing technologies Marketing Campaign ManagementMarketing Campaign Management Enterprise Marketing ManagementEnterprise Marketing Management Digital Direct MarketingDigital Direct Marketing Marketing and Sales Effectiveness TechnologiesMarketing and Sales Effectiveness Technologies
New issues ariseNew issues arise Prove marketing operations performanceProve marketing operations performance Customer-by-customer profitabilityCustomer-by-customer profitability
Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004 55
What exactly happens?What exactly happens?
Most new marketing technologies are enabled Most new marketing technologies are enabled because of the proliferation of the marketing channelsbecause of the proliferation of the marketing channels
But also enable companies to store But also enable companies to store datadata
INTERNETMOBILE
data
customers
Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004 66
ImplicationsImplications
Increased data storage together with new Increased data storage together with new capabilities for measurement and reportingcapabilities for measurement and reporting Lead to a more “granular” marketing (down to Lead to a more “granular” marketing (down to
customer detail)customer detail) Tighten customer relationships by encouraging Tighten customer relationships by encouraging
dialogue dialogue Allow for personalized marketing content (personal Allow for personalized marketing content (personal
messages, special discounts)messages, special discounts) Help companies to develop an enterprise-wide Help companies to develop an enterprise-wide
view of the customerview of the customer
Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004 77
Marketing ManagementMarketing Management
TT MM EE AA CC R R NN KK OO EE LL TT OO II GG NN II GG EE
SS
Needs for :Needs for : Efficient management of collected Efficient management of collected
datadatao Systematic collection of customer Systematic collection of customer
feedbackfeedbacko Provision of analytical Provision of analytical
informationinformation
Effective privacy protectionEffective privacy protectiono Enterprise-wide privacy policiesEnterprise-wide privacy policieso Privacy regulation including self Privacy regulation including self
regulation (technology regulation (technology embedded)embedded)
Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004 88
AgendaAgenda
Marketing goes digitalMarketing goes digital Technology-based MarketingTechnology-based Marketing Internet & Mobile channels emergeInternet & Mobile channels emerge
Challenges aheadChallenges ahead
The ATL Messaging Management The ATL Messaging Management Engine project (Univ. of Crete)Engine project (Univ. of Crete)
Concluding thoughtsConcluding thoughts
Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004 99
Do data have value?Do data have value?
Users
Data
1. Visit sites2. Send messages3. Purchase goods
Can Data beCan Data be CollectedCollected StoredStored DetailedDetailed IndividualizedIndividualized LinkedLinked
Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004 1010
Yes! If you can build knowledgeYes! If you can build knowledge
[See: Boisot & Canals, Dosi & Egidi, Kogut]
Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004 1111
Data Data Information: Information filters on data Information: Information filters on data (structure data, recognize regularities)(structure data, recognize regularities)
Customer profiles = Information filtersCustomer profiles = Information filters What is a customer profile?What is a customer profile?
Information repository Information repository A historical record of the behavior of a customer or prospect A historical record of the behavior of a customer or prospect
while interacting, via an electronic channel, with a particular while interacting, via an electronic channel, with a particular company or product(s)company or product(s)
Comprises pairs of <objects (or events) – attitudes>Comprises pairs of <objects (or events) – attitudes>
Builds a historical summary of each prospect/customer’s Builds a historical summary of each prospect/customer’s behavior, which may be updated not only through the behavior, which may be updated not only through the accumulation of new marketing information but also with accumulation of new marketing information but also with transaction data (sales)transaction data (sales)
Efficient data managementEfficient data management
Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004 1212
Customer profiles in practiceCustomer profiles in practice
Internet User Internet User Site 1, 2, 3…. nSite 1, 2, 3…. n
Mobile UserMobile User Service 1, 2, 3…. nService 1, 2, 3…. n
duration of visit to each site
number of page views during each visit
items viewed
Frequency of visits
other attitudes during site’s navigation
response date and time
conducted actions (participation in a SMS poll or expression of an opinion through a SMS message)
content of customer message (s)
Frequency of participation
other attitudes
SMS campaign
Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004 1313
Effective privacy managementEffective privacy management
Information Information Knowledge: Enterprise-wide privacy management Knowledge: Enterprise-wide privacy management (impose access controls and multiple restrictions on collected PII (impose access controls and multiple restrictions on collected PII use, to act in and upon its environment consistently with rules use, to act in and upon its environment consistently with rules and standards)and standards)
IBM e-P3P (IBM Platform for Enterprise Privacy Practices = IBM e-P3P (IBM Platform for Enterprise Privacy Practices = Privacy Enabled Technology, PET)Privacy Enabled Technology, PET)
What is IBM e-P3P? What is IBM e-P3P? ((http://www.zurich.ibm.com/security/enterprise-privacy/http://www.zurich.ibm.com/security/enterprise-privacy/) )
A framework enabling business to publish clear privavy promises A framework enabling business to publish clear privavy promises and enforce these promises throughout the enterpriseand enforce these promises throughout the enterprise
A privacy architecture defining A privacy architecture defining o What data are collectedWhat data are collectedo For what purpose they will be usedFor what purpose they will be usedo How long they will be retainedHow long they will be retainedo How and when these data may be delivered to third parties How and when these data may be delivered to third parties
(beyond the enterprise)…(beyond the enterprise)…
Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004 1414
IBM e-P3P extends W3C P3PIBM e-P3P extends W3C P3P
PII
P3P: Is a standard, computer readable format for privacy policies
Applies To: Data collection
Mission: Defines privacy policy processes and supports transparency in data collection
P3PeP3P: Implements an enterprise privacy enforcement system to effectively manage privacy
Applies To : Data collection + storage + processing + strategic use
Mission: Enforces E-P3P privacy policies, allows for a transparent auditing, while promising a “provable” P3P statement to customers
IBM e-P3P
Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004 1515
1. Adoption of privacy policies2. Notification of privacy policies to
users3. Availability of enforcement and
redress mechanisms 4. Promoting user education and
awareness 5. Use of privacy-enhancing
technologies6. Use and development of
contractual solutions for online transborder data flows
New regulation paradigmNew regulation paradigm
Regulation Self-Regulation
Legislation
Industry Standards or Third Party Verification
Privacy Policies
Enforcement Mechanisms
Codes Actions
2002/58/EU
MMATRUSTe OECD
Use of Privacy-Enhancing Technologies
P3PIBM eP3P
Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004 1616
Marketing goes digitalMarketing goes digital Technology-based MarketingTechnology-based Marketing Internet & Mobile channels emergeInternet & Mobile channels emerge
Challenges aheadChallenges ahead
The ATL Messaging Management The ATL Messaging Management Engine project (Univ. of Crete)Engine project (Univ. of Crete)
Concluding thoughtsConcluding thoughts
AgendaAgenda
Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004 1717
ATL MMM: an open to the ATL MMM: an open to the community projectcommunity project
Collect and process data from mobile Collect and process data from mobile operationsoperations
SMS Interactive TV / Radio
Mobile MARKETING
Mobile Coupons
Business Mobile Messaging1. mobile CRM2. enterprise m-channel
Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004 1818
Example: a m-m campaignExample: a m-m campaign
INFORM SEND SMS
SMS REPLY SEND AGAIN
DEVELOPMEN
T2
DESIGN
1
TRACKING
&
REPORTING4
EXECU
TIO
N
3
•Set business objectives•Define success rates•Decide service modules(text-to-win, quiz, poll, coupons etc.)
Build or acquire opt-in lists
•Implement the services modules•Send messages & verify delivery•Collect responses
•Track real time data•Provide response rates
Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004 1919
ATL MMEATL MME
Quiz
Multicast
Chat
Vote
Alerts
Opinion
Tracking &
Reporting
Project Design
&Development
Project Mngt
ATL mm gateway
ATL mm platform
ATL studio
Message routing
Mngt of4/5digits numbers
Connection to operators
& mobile gateways
ATL mm permission database
Users en
try
Mo
bile o
perato
rs (S
MS
-C) &
MO
BIL
E G
AT
EW
AY
S
HT
TP
/ SM
PP
Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004 2020
How it works?How it works?
ATL mm platform
ATL studio
ATL mm permission database
1. Mobile Marketing2. Mobile Coupons 3. business mobile messaging
1. mobile CRM2. enterprise m-channel
4. SMS Interactive TV / Radio1. SMS / MMS TV2. SMS Radio
Participate in
Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004 2121
SMS streams like clickstreamsSMS streams like clickstreams
Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004 2222
ArchitectureArchitecture
PROFILESDATA COLLECTION &ORGANIZATION
PRIVACY POLICIES
UPDATE
Profile SUBSET
Third sources
USERS
ATL studio
Quiz
Multicast
Chat
Vote
Alerts
Opinion
ATL mm platform
Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004 2323
Element “Project Sheet”Element “Project Sheet”
Project owner (data user)Project owner (data user) Run (or done)Run (or done) Type of ModuleType of Module (Opinion, Vote, (Opinion, Vote, Other… “taylored” moduleOther… “taylored” module)) Type of project Type of project ((mmobile obile mmarketing, Interactive TV/Radioarketing, Interactive TV/Radio, etc., etc.)) ContentContent ( (Information, Interaction, AdvertisingInformation, Interaction, Advertising)) Περιγραφικά στοιχείαΠεριγραφικά στοιχεία
ProjectProject name name Starting dateStarting date Ending dateEnding date Keyword(s)Keyword(s) [Euro2004, Athens2004] [Euro2004, Athens2004] Short number [4160]Short number [4160] Response messageResponse message
Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004 2424
Element “Customer Profile”Element “Customer Profile”
Local profileProject 1
Project 3
12
12
12
12
Local profile Project 2
Project 1
Project 2
Local profile Project 3
(Dynamic) Customer profile
Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004 2525
An example of Customer ProfileAn example of Customer Profile
self-evolvin
g
Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004 2626
ATL MME = “open source” m-P3P ATL MME = “open source” m-P3P
We implement IBM e-P3P in the context of the We implement IBM e-P3P in the context of the mobile businessmobile business and in an and in an “open source”“open source” framework (ATL MME m-P3P)framework (ATL MME m-P3P)
ATL MME contains ATL MME contains A A “customer profile” information filter“customer profile” information filter on collected on collected
data data A A privacy policy architectureprivacy policy architecture that that
o Defines types of PII data collected from customersDefines types of PII data collected from customerso Describes what Describes what operationsoperations should be performed on should be performed on PII PII
datadata,, for which for which purposes,purposes, by which by which data userdata user o States actions that have to be performed States actions that have to be performed (obligations)(obligations)o Explicitly models Explicitly models opt-in & opt-outopt-in & opt-out choices for the customer choices for the customer
Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004 2727
ATL mm platform
Call Center /Web Site
(through ATL studio)
ATL mmpermission database
Entry
StructuredData
Third Party(through ATL studio)
P1
P3
P4
P2
soft opt-in
register
Types of PII data Types of PII data (from “data subjects” / customers)(from “data subjects” / customers)
Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004 2828
ATL MME m-P3P ATL MME m-P3P implementationimplementation
AdminPII DATA ENTRY
{data-user, project}
Local ProfilesDynamic Profiles
Obligations
Obligations
Project Sheet
Purposes
Operations
ATL studio Who? (data-user)
Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004 2929
In detail…In detail…
AdminPII DATA ENTRY
{data-user, project}
Local ProfilesDynamic Profiles
ObligationsObligations
Project Sheet
Purposes
Operations
ATL studio
- send response message- send marketing message
- only read data- write on data- disclose data
- do not operate for “under 14”-erase local profile when receiving “opt-out” SMS
- erase profile if no participation for more than 12 months
Who?
Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004 3030
AgendaAgenda
Marketing goes digitalMarketing goes digital Technology-based MarketingTechnology-based Marketing Internet & Mobile channels emergeInternet & Mobile channels emerge
Challenges aheadChallenges ahead
The ATL Messaging Management The ATL Messaging Management Engine project (Univ. of Crete)Engine project (Univ. of Crete)
Concluding thoughtsConcluding thoughts
Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004Petros KAVASSALIS <petros@itc.mit.edu>, ITS Berlin 2004 3131
Open issuesOpen issues
Is the “customer profile” a viable “data information filter” Is the “customer profile” a viable “data information filter” or business will act “per project”? (“how much” history or business will act “per project”? (“how much” history will matter?). Is the storage of customer profiles for will matter?). Is the storage of customer profiles for business use a socially acceptable practice?business use a socially acceptable practice?
Are efficiency / privacy issues at the center of attention Are efficiency / privacy issues at the center of attention of mobile service business – who are “small players”? of mobile service business – who are “small players”? (how mature is this industry to operate consistently with (how mature is this industry to operate consistently with rules and standards?)rules and standards?)
Do the customers easier accept to provide data when Do the customers easier accept to provide data when there is a strong (auditable) promise for privacy there is a strong (auditable) promise for privacy protection?protection?
top related