Easy smart campaigning is all about appsPresentation by Real Impact Analytics COO, Simon Vandemoortele

Data SummitBrussels, 25th November 2016

Customers expect individual relevance

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Every customer is unique and he expects that you treat him accordingly

Everybody wants to be Google

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Using advanced analytics in every steps

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Extracting Data Profiling Targeting Managing Broadcasting Monitoring

All raw data (Tb)URL’s, CDR’s, …

Smart algorithm (SNA, Mobility,…)

Advanced modelling

A/B test, planning optimization, etc.

Automated control group and ROI

All channels automated

Generally it means chaos & complexity

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IT team

DBM team

Model team

CRM team

Technical team

BI analyst team

SMSC

Call Centre

Campaign Manager

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Big investments & No returns6

Application approach

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Business context Back-end Front-end ROI

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Managing everything in one place

Strategy Data Subscribers Profiling Targeting Campaigns

management Broadcasting Monitoring and learning

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Automating and simplifying

Strategy Extracting Data Profiling Targeting Managing Broadcasting Monitoring

Fully automated Daily

Simple interface for all actions

While being extremely intelligent

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Socio-demographic - Who are my subs? Socio-demographics Household statistics

Mobility - Where are my subs moving, living, working, etc.? Locations Travel patterns

Product Behavior - How are my subs using their phones? Product usage (recency, frequency, quantity) & multi-simming Purchase patterns (incl. loyalty to POS) & channel usage

Our app calculates daily 2,000+ intelligent variables

on your subs and competitor subs

Social Behavior - Apps & internet: what are my subs interests? Application and internet usage Browsing interests

Network - What is the network experience of my subs? Network quality experience

Social Network – Who are the social leader? Decision makers within the different lines Communities & virality

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SolutionWith the CVM apps, our client was able to:• Conduct cross-sell campaigns for various

products• Quickly identify historical operational bugs

generating millions of $ of savings

ContextOur client, a market leader in a large Latin American country, asked us to:

• Increase the number of activations of the various products for the pre-paid customers base (55 millions of clients)

• Increase the efficiency of the business as usual mailings

+50%Impact

Increased general customer satisfaction by stopping historical spamming methodology

Business as UsualReal Impact Analytics

Net customer activations (Real Impact Analytics vs. Business as usual)

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200k$

300k$

100k$

1-Nov

30-Nov

15-Nov

1-month cumulative revenue generated vs.. Business as Usual

+$200k additional revenues / month

1-Nov

30-Nov

15-Nov

cross-sell returnsafter 3 monthsCVM apps

Business impact of the app approach

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Example: the RIA Smart Campaigning app

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That was our talk, let’s have some questions!

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