inspire 2015 - first tech credit union & pluto7: activating financial analytics using alteryx

#inspire15

Activating Financial Analytics Using Alteryx First Tech Federal Credit Union

20th May 2015

Naveen Jain ( BI Executive at First Tech)

Manju Devadas ( CEO Pluto7 )

Agenda

• About First Tech Federal Credit Union & Pluto7

• Opportunity

• Approach

• Learnings

• Outcomes

• Next Steps

Predictive Analytics Company - Partner

We Focus On Members Not Shareholders

We proudly offer a complete suite of financial services including Insurance and Investment Services1

The NCUA rates us among the safest credit unions in the country2

62 Years of service;

Established by Tektronix and

HP employees

390,000 members nationwide

40 branches

$7.3 billion in assets

Top

9 out of 7,000

credit unions in the nation

We Serve The Best Names In Technology

We’re proud to serve employees of the world’s most innovative companies

Microsoft

Hewlett

Packard Intel

Ciber

Opportunity

Increase Digital Penetration

Deepen Relationship

Grow Membership

HOW DID WE DO IT?

How Did We Do It

Vision

People Process

Technology

Business Intelligence

Marketing Automation

Web Targeting

Technology

Digital Marketing Platform

Employees Members and Prospects

Owned Channels Web, mobile, e-mail, SMS,

call center & branch

Branch Call Center

Digital Investments & Insurance

Web Behavior Core Banking Credit/Debit Call Center Shared Branches Loan Apps Other Vendors

Social Listening Online Banking Apps NPS Vendors CRM Live Chat

Other Channels Paid ad, paid search,

retargeting

Data Warehouse (Centralized database, normalized audience view, audience segmentation, scoring, profiling, modeling, etc)

DSP+

CMS + KB

Operational Channels E-Alerts, e-Statements, Mo.

statements, ATMs

Visualization & Analytics (BI Tools) 1 2

3

Technical Architecture

Web Behavior Core Banking Credit/Debit Call Center Shared Branches Loan Apps Other Vendors

Social Listening Online Banking Apps NPS Vendors CRM Live Chat

Desktop

Server

Business Users

Salesforce

Analysts

Modular Approach

Web Behavior Core Banking Credit/Debit Call Center Shared Branches Loan Apps Other Vendors

Social Listening Online Banking Apps NPS Vendors CRM Live Chat

Member Account Transaction Leads

Member

Journey Sales Funnel

Account

Table

Status

History Balances … Database

Data

Warehouse

Business

Specific

Tableau Dashboards

…

Alteryx Supported Data Blending, Predictive Analytics & Data Transformation

Onboarding

Campaign

DRC

Campaign

Eloqua Adobe

Learnings

• Performance Issues

o Working with Geo Spatial data

o Data Extractions

• Data Quality Issues

o Definitions

o Consistency

• Automation Issues

• Development Best Practices

Alteryx Modules

OUTCOME

Business Outcome – Marketing Enablement

Open Rates Up by 101%

Click Through Rate Up by 9x

Onboarding Nurture Campaign

NPS Up by 11%

Segment 1 - Auto New Segment 2: Auto New Segment 1: Auto Used Segment 2: Auto Used

Business Outcome - Life Time Value

Segment 1 - Used Auto have 37% more

LTV than Segment 2 Used Auto. Margins

are 38% higher and life about same.

One Segment have 218% more LTV than other.

Margins are 33% higher and life is 110% longer.

New Business Models – Member Journey

Next Steps

• Data Warehouse

• Marketing Campaigns

• Lead Scoring

• Next Best Offer and Next Best Action

• Segmentation

• Propensity/Churn

• Etc.

• Operational

• Profitability

• Fraud

• New Models

• Investments

Contacts

Naveen Jain – Director Digital Analytics at FTFCU

• Email : naveen.jain@firsttechfed.com

• Linkedin : https://www.linkedin.com/in/naveenjain

Manju Devadas - CEO Pluto7

• Email : manju@pluto7.com , Website : www.pluto7.com

• Linkedin: https://www.linkedin.com/in/manjudevadas

THANK YOU!

#inspire15