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Copyright © 2007, SAS Institute Inc. All rights reserved.
Analytics and the Customer ExperienceLarry MosimanJune 18, 2009
Copyright © 2007, SAS Institute Inc. All rights reserved.
Analytics and the Customer Experience
Context – Communication and the customer experience
What it takes to be successful
Where can this approach be used?
Examples
Copyright © 2007, SAS Institute Inc. All rights reserved.
Analytics and the Customer Experience
Context – Communication and the customer experience
What it takes to be successful
Where can this approach be used?
Examples
Copyright © 2007, SAS Institute Inc. All rights reserved.
Analytics and the Customer Experience Context – Communication and the customer experience
What it takes to be successful• Reliable, broad, and deep Customer Insight• Relevant and personal Customer Interactions• Continuous Improvement
Where can this approach be used?
Examples
Copyright © 2007, SAS Institute Inc. All rights reserved.
Analytics and the Customer Experience Context – Communication and the customer experience
What it takes to be successful• Reliable, broad, and deep Customer Insight• Relevant and personal Customer Interactions• Continuous Improvement
Where can this approach be used?
Examples
Copyright © 2007, SAS Institute Inc. All rights reserved.
Analytics and the Customer Experience Context – Communication and the customer experience
What it takes to be successful• Reliable, broad, and deep Customer Insight• Relevant and personal Customer Interactions• Continuous Improvement
Where can this approach be used?
Examples
Copyright © 2007, SAS Institute Inc. All rights reserved.
Cabela’s
Largest direct marketer, and a leading specialty retailer, of hunting, fishing, camping and related outdoor merchandise - $2.3 billion in sales.
Design promotional offers using analytically driven customer insight.
Tailor direct marketing offers to customer preferences
Understand the value of customers across all channels.
Copyright © 2007, SAS Institute Inc. All rights reserved.
Carnival Cruise Line
Manage the customer experience for multiple aspects of a cruise
Leverage data and analytics to understand their cruisers and improve their experience
Marketing example
Copyright © 2007, SAS Institute Inc. All rights reserved.
Marketing example: Carnival Cruise Line
Segmentation
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Carnival segmentation example
Loyalist
1 TimeCustomer
Prospect
Couples
Mature
FamiliesWith Kids
ChannelPreference
TopSpenders
Low RateShoppers
Primary Segmentation
Dimension(Behavior)
SecondarySegmentation
Dimension(Lifestage)
Customers
Targeted Communications
Build ContactStrategy AroundThese Segments
Copyright © 2007, SAS Institute Inc. All rights reserved.
Grocery
Relevant email specials
Order online
Shopping carts with monitors• Communicate offers during the shopping experience• Scan as you go• Look up recipes• Encourage impulse buying
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Gaming
Casino, nightclubs, concert hall, restaurants, spa
Patron data across all areas
Analytics used for targeted offers
Copyright © 2007, SAS Institute Inc. All rights reserved.
Other Areas
The online customer experience … Online analytics
The challenge of managing across channels
Many other examples• Disease Management
Copyright © 2007, SAS Institute Inc. All rights reserved.Copyright © 2009, SAS Institute Inc. All rights reserved.