the sas solution for enterprise marketing automation - … · · 2013-10-04sales force call...

The SAS Solution for Enterprise Marketing Automation - Opening Session Demo

Randy Betancourt & Nelle SchantzWorld Wide Marketing SAS Institutue

CRM is a process with key stepsCustomer Focus

Case study approach for a bankWill lead you through the process and associated

technology with slides and a demo

What is CRM ?

A shift in emphasis from: Mass to individualProduct to customerAcquisition to retentionFunction to experience Shareholders to customers

A Strategic Initiative that enables a company to become customer centric. Key components include people, process andtechnology.

E-mail/Fax Server

Web Server

Direct Mail

Sales Force

Call Center

Offer, Message Customization

Next Message

Business Rules

Real-Time Differentiation

Customer Experiences

Message Delivery

Execution Personalization & Automation

B.I. and Data Mining

Customer Data Warehouse

LegacyData Island

Internal Data

External Data

d Planning/Reporting

Analysis & Segmentation

Modeling & Data Mining

Tracking

FEEDBACK

ateOverview of Marketing Process

Real-time Marketing Database

From Quaero’s “Competitive Analysis” report

First step in the process is to develop a plan and identify the business objectiveReports

Scenario is that quarterly goals are not being met and the credit card revenues are particularly down

Relevant factors include:Need for fast delivery of campaign and associated resultsNeed to reduce cost of campaignCompetition is going after the same high value customersDeclining revenue quarter to quarter

Plan the business objective1. Decision is made to create a campaign to attempt to convert

gold to platinum users

2. To lower costs, a test campaign will be executed to confirm expected results

3. A test campaign approach promotes $ savings for a more efficient outbound communications

4. A personalization strategy will be used for more effective communication

CompleteCustomerDatabase

Sales Force

Call Center

Direct Mail

Building a Customer Centric View

A Case for Warehouse Administration

A successful warehouse effort will evolve to a high level of

complexity, increasing need for effective information management

Insight into data preparation

• SAS/WA is used to access and read several disparate data sources to create a customer-centric data warehouse

• The SAS Data Quality solution is used to clean names and addresses

Data preparation Demonstration

Quantitative Target – Who is likely to respond ?InsightModel

Enterprise Miner 4.1 is used for the building of a predictive model

Various techniques are used in EM to get the best performing model that will be used to identify the population of targets most likely to respond

Data Mining

DatabaseProfiling

Data Mining

CRM Analytics

Enterprise Miner Demonstration

Target has dual meaning depending on the type of user

Targets

Opt in Gold Customer with a propensity to upgrade > .5

The quantitative user produces the model that assigns a propensity score to a customer

The campaign management user does the selection of the population to target that the propensity score can be executed to create the list of customers for the list pull

Steps Involved in Setting up a Campaign:Review the Company’s campaign time line

Define the campaign and the communications

Define the audience (Selection Manager)

Review audience (reporting and analysis)

Prioritise

Split Cells

Define Export template

Execute Campaign (Scheduler)

Evaluate Campaign (reporting and analysis)

Each Step is a Marketing Automation OpportunityReview campaign time line Improve Campaign Planning

Define campaign and communications Improve Tracking

Define audience (Selection Manager) Improve Selection Targeting

Review audience (analysis) Improve Productivity

Prioritise Improve Communication

Split Cells Increase Personalization

Define Export template Improve Delivery Reliability

Execute Campaign (Scheduler) Capitalize on Opportunities

Evaluate Results (reporting, analysis) Improve Communication Timing

Here we see that the scoring model from

Eminer has been registered with the Campaign Manager

We also see valuable metadata being shared

between the Statistician and the Marketer

We now choose the business rule that defines the target

group for our campaign

We define a target group for our Platinum Card Campaign, from Gold Card Clients who:

- Has Opted In (Y)- Has a Gold Card (Prod 8)- Has a Good Propensity to Upgrade (> .5)

We now choose a cell split to

subset the target group by channel

We subset the target group further by

communication channel. Our campaign has email and call

center channels

We check our campaign calendar, so that we can more effectively plan and

place our new campaign

We complete the campaign reference data. This captures all

of the important information about our campaign, like goal, budgetary and date information

Now we execute our campaign for the email

channel

We assign the previously defined target group for our

email channel

We select the target group for

the email channel

Now we choose our predefined export

template.

We choose an export definition

for our email blaster

We choose the appropriate

responses that we expect from our email channel

We seed our list

We schedule our campaign for

execution

We see the generated

target group for our email channel

..Registering an existing SAS model within

Selection Manager…..

SAS Campaign Manager Demo

Act – Putting the campaign in actionCampaign

• Email is used to execute the campaign to a channel• Development of the creative graphics (HTML)• Merging of creative with personalized parameters• Email delivery• Monitoring of results (open/click thru)

Email Demonstration

Data Mining

DatabaseProfiling

Data Mining

CRM Campaign Management

CampaignManagement

Close-loop decisioning

Monitor

• Can monitor which offer performance by customer• Assess test cell• Prepare for rollout

View results

Results

• Review results of the email campaign on a personal digital assistant

• Synched up with desktop machine on a regular basis

Summary : CRM is a processCustomer Focus

Several technology components of the SAS solution for CRM were applied:SAS/WAData QualityEnterprise MinerEMA solution

Summary : CRM is a process

Workflow of CRM process included:

Define the business objectiveMake a predictive model, create a target listAct on the target list with an outlined campaign

- bind list to campaign- bind export definition to campaign- bind response variable to campaign- bind seeds to campaign- schedule the campaign

Execute, track, and monitor the campaign, close the loop for the next iterative process

the sas solution for enterprise marketing automation - … · · 2013-10-04sales force call...

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