effective intelligence brochure
TRANSCRIPT
• Operated for 16 years (since 1998)
• Trusted track record of dealing with over 250 major companies
including Banks, Credit Bureaus, Insurance companies, Retailers
• Specialists in leveraging Customer Data
• Accredited by DMA SA as a “Database Centre of Excellence”
• Data bureau processes over 1 billion records per annum
• Major data assets include ownership of a comprehensive
National Database with unique attributes including information on
the majority of SA economically active consumers
• Level 2 BEE certification (125%)
Business Context
It is fundamentally true, that business need to leverage customer data assets effectively if they are to remain competitive and continue to grow.
This requires -
“quality data,intelligently utilised,
to inform acquisition marketing practices”
Foundations for Growth
INTERNALDATA
SOURCES
ANALYTICS / BI
PRACTICES
MARKETINGTEAMS
EI DATA ASSETS
EI REALTIMEMARKETING
EI ANALYTICS
EI DATA QUALITY
OPPORTUNITY
R EA LT I M E M A R K E T I N G
E I DATAA S S E T S
S TAT I S T I C S & A N A LY T I C S
DATAQ UA L I T Y
SA Economically Active Consumer Database
EI Customer Data Value Chain
Deeper insight derived from modelling against internal and external data sources using EI analytic variables
Increased results through improved segmentation & persistency, profit focused targeting models
Your CustomerData
Leads
Call Centre
Products
Financial
Other
Yo
ur
Da
ta
So
urc
es
EI Foundations
For Deeper InsightEI ModelsEI Reference datasetKitewheel
For Trusted DataEI InfoArchitect ™EI AddressXpress ™EI AssureInfo ™
EI ToolsetFor Customer GrowthEI DatasetEI ModelsEI Software Solutions
For Increased ROIInfoXplorer™IX Real-timeKitewheel
EI Data Advantage
People + Places =EI DataQualityProcess
EI Contact Data Validation Tables
EI Address Data Validation Tables
Reference Datasets
EI - Data AssetsSouth African Economically Active Consumer Database
EI DataAssets
Smart MatchingHouseholding
EI Enriched Analytic Reference Dataset
GeocodingMatchCoding
(Unique ID)
Intelligence
• Human capturing errors• Certain Typo’s• Certain misspellings• Patterns of failure• Eng & Afr Language changes• Street Name changes • Certain missing data points• Variations in spellings or formats of e.g Street or Area
What it typically solves
O U R U N I V E R S EY O U R U N I V E R S E
EI Segmentation Approach
Asse
t Hol
ding
Life Stage
Profi
t
Persistency
Segmentation Matrix Concept
Recognise and avoid customers you don’t wantE.g high responsebut Low persistency & poor profit
Overlay ConsumerMarket Data20 Million ActiveLife-stageIncomeEthnicityHousehold
Identify Ideal Customer PoolsIdentify Market SizeCreate prospect poolsInvest more to acquire them
Spatial OverlaysProduct Mix
Current EMM Reality
Leads / Call Centre Vendor
Internally Managed Security
Bulk SMS Vendors
WebsitesEcommerce Mobile apps
Email Marketing
Billing & Communication
Internal systems / Information Assets
Custom Campaign
Development
Private Cloud / Application Hosting
Orchestrated Approaches
Leads / Call Centre Vendor
Internally Managed Security
Bulk SMS Vendors
WebsitesEcommerce Mobile apps
Email Marketing
Billing & Communication
Internal systems / Information Assets
Custom Campaign
development
Kitewheel Orchestration Platform
“ Real-time customer engagement platform that facilitates orchestrated customer journeys and experiences across systems, data and touch points. “
Why do any of this • DATA QUALITY
o Improve communication & decision makingo Improve operational efficiencieso Reduce downstream remedial costs
• ANALYTICSo Profit lead targeting modelso Conserve wasted costs of marketing to high churn segmentso Inform product development with additional market datao Improve ROI, profitability, persistencyo Reduce churn & lapse rates
• REALTIME MARKETINGo Build multi-channel customer experiences using existing marketing assetso Apply segmentation & other analytics in real-timeo Access social media and other unstructured data sourceso Automate complex marketing processeso Select offers and messages intelligently