new applied now relevant companies only … · only real-time, relevant companies will survive in...

ONLY REAL-TIME,

RELEVANT COMPANIES

WILL SURVIVE IN 10 YEARS

WILL YOU BE

ONE OF THEM?

NEW

APPLIED

NOW

3th of April 2017

@EdwinVdOuderaa FS Digital

No time to loseInnovation is the New Core

2Copyright © 2017 Accenture All rights reserved.

From 33 to 14 years in the S&P500

The New Mental Model of Digital Age Marketing Who will buy what, where and when?


Source: Google/Shopper Sciences, Zero Moment of Truth Study – Banking, P&G and Wikipedia

Second Moment

of Truth

First Moment of

Truth

Key Drivers

Mail from a

bank

40%

Ad on TV 36%

Newspaper 30%

Pre-shopping/

in-store/at-home

Search engine 61%

Talked with

friends/family

59%

Bank website 58%

Experience

Customers

always

connected

Personal life

Professional life

ZMOTStimulus

Key Drivers

Talked with

a FS person

51%

Brochure in

FS location

43%

Customer

service

(phone)

39%

Francisco Gonzalez Rodriguez

Follow your customers from near-ZMOT to 3MOT

4Copyright © 2017 Accenture All rights reserved. Source: Google/Shopper Sciences, Zero Moment of Truth Study – Banking, P&G and Wikipedia


Digital Product Placement to control the ZMOT on the new PlatformsFighting for shelf space and eyeballs

Debit and Credit Card behavior


600% uplift in card sales and accurately predicting next best

purchases based on “People-like-You”

SANITIZED CLIENT DATA

Most likely product to buy next

Normal cardholders recommended and

pre-scored for upgrade to Platinum

Create predictive power through “People like You”Regroup micro-segments into strategic persona’s


Campaign yield +300-1000% vs control, addressable churn -25-50%

Pricing power 50-100bp or up to 5-10%


Two “People-like-You” groups very similar to traditional marketing but with very different values, beliefs and lifestyles

Existing consumer loan penetration

10XX%

Existing consumer loan penetration

Urban middle aged 40+ F

Lives in Warsaw, educated

Semi-affluent city job

Tenure with bank: 10 years

Online Transactor

Deposit Account Holder

Moderately Transacting Savers

Moderate transactors with high

saving, credit card shy

Diminishing Low value

Low balances with negative growth,

Low activity, dormant

Urban middle aged 40+ F

Lives in Warsaw, educated

Semi-affluent city job

Tenure with bank: 5 years

Online Transactor

Deposit Account Holder

Heavily Transacting Premium

Customers

High transactions volume, online

active with medium balance growth

Potential Stars

Low Balances, fast growing,

Recent increase in APH

AnnaJoanna

Future Likelihood to take a consumer loan

5XX%

Future Likelihood to take a consumer loan

SANITIZED CLIENT DATA 8Copyright © 2017 Accenture All rights reserved.

The Customer Analytical Record (patented) for finding micro-segments


First Level

Second Level

Legend:

• Channel Preference

• Campaign Response

• Promotion Preference

Attitudes

Marketing

Communication

NeedsDemographics

Risk

Loyalty

Customer

Value

Brand

Perceptions

GeographicProducts

• Brand utility

• Brand connect

• Needs – brand

alignment

• Neighborhood demographics

• Geographic risk factors

• Geographic lifestyle summaries

• Geographic competitive data

• Transactional History

• Asset build

• Vintage

• Product

• Savings, term deposits

• Mortgages

• Credit cards

• Installment loans

• Premium Service

• Low Price

• Ease & speed

• International Network

• Credit score

• Credit history

• Claims risk factors

• Satisfaction

• Investment Objective

• Risk Tolerance

• Lifetime Value

• Share of Wallet

• Total AUM

• Cost to acquire & serve

• Net Profit

• Age

• Income

• Marital Status/Family

Size

• Occupation

• The CARs (Retail, Business, Wealth, Insurance) lead to Insights and Actions for revenue growth

• They drive the Marketing Ps (Price, Product, Place, Promotion), Propensity, LTV, Loyalty and Churn, etc

• Only a small amount of data fields drive deep segmentation thereby reducing the need for a ‘single

version of the truth’ before one can create value with Analytic

• Balance growth

• Years with Bank

• Recency, Frequency

• No of New Accounts

DIMENSIONS


From a real-time view of all your markets, drill down to every street and house


Micro-segment 1

Micro-segment 2

Micro-segment 3

Micro-segment 4

Micro-segment 5

Micro-segment 6

Micro-segment 7

Micro-segment 8

No

Yes

mBank uses notifications and geo-fencing to serve their clients with right on time information


Seamless PFM with auto-categorization drives the partner ecosystem

Helps user select

desired offer…

… and find destinationReal time nearby

offer notification

• Real-time promotion

effectivity metrics

• Direct mailing and

paper reduction

Customer behaviour patterns drive successfulMerchant Funded Rewards



Master the O2O – on-line to off-line

mBank award-winning 30 sec loan anytime, anywhere


Real-time 2 tap car loans and mortgages in Brazil through apps for all channels


Digital Attacker FinTech for Mortgage Journeys and a real-time Agreement-in-Principle

Copyright © 2017 Accenture All rights reserved.


Gradually move from physical selling to Digital buyingOptimise both physical and Digital sales funnels in the process

39%

77%

300k

Prepared

leads

290k

4,76% - Pilot

0,99% - Benchmark

72%13

%

23%

250k

Contacts

235k

200k

Effective

Contacts

180k

40k

Sales

25k

19%

89%

84%

100k

Meeting

attempts*

90k

1

34

5

1

3 45

2

2

Traffic

BRANCH

CONTACT

CENTER


ZMOT Digital Sales FunnelFirst MOT

Digital Buying

Traffic

GenerationLanding

SEM/O

SMM/O

Talk to your Bot Advisor about your financial planning, mortgage or retirement fund


Regulation-compliant dialogues with Watson,

Nina, Amelia, Cortana, …

But whose side will the Bots be on?


Psyduck as conscierge and lifestyle advisor of my millennial daughter?

My Alexa talking to your Alexa?


A Chat Bot Architecture

Data-lake-centric architecture as a means for Digital Decoupling and becoming AgileHadoop as centre of Operations, a new role for legacy as system of record

Core and Channel Data CRMNew Business Processing

Channels and Data Sources

Zo

oK

eep

er

Hadoop Distributed File System (HDFS)

YARN Map Reduce

HB

ase

SQ

L Q

uery

Searc

h

Inte

ractive A

naly

tics

Str

eam

Pro

cessin

g

Scripting

Work

flow

Machin

e L

earn

ing

Log File

Replication

sub-second

Mainframe

and Server Park

Mobile eBanking ATM Mailing Call Center

Customer

Analytical Record

Real Time Decision

Engines

Legacy

and New

CRM

Real-time Analytics functions

Data Replication

Classic interactive & cognitive channels and platforms

Individuals People-like-You


Read Records

Write

Record

s

APIs

AP

Is

Core Legacy

Systems

Digital Content,

Personalization,

Advertising

Re

al-T

ime

On-premise and/or Cloud data lake

Streaming of channels and external

Big Data

Customers Outbound Channel

Real-Time Real-Time

Real-Time

Example of a Real-time Digital Bank Architecture built in 6 months on top of a classic estate


Data Sources Data Ingestion MIS Corporate Analytical

Databases

Processing Hub

Data Lake

Engines Visualization

and Analytics

CUSTOMERS

PROSPECTS

INTERACTIONS

CONTRACTS

BUSINESS

EVENTS

MASTER DATA

REFERENCE

DATA

External Analytical

Databases

MIS

DMP

Web / Mobile

Analytics

Data Exploration

Descriptive and

Predictive Analytics

Visualization

Online Interactions Engine

Event-based Campaign

Management

Campaign

Management

Credit Approval Engine

ETL

Structured

Internal Data

Business

Events

Standard

Interface

Structured

External Data

Interactions

Non-structured Data

Product Systems

Customer Management

Social Networks

Data Providers

Corporate Systems

ChannelsStreaming

Batch

Security

Quality

Governance

Ad HocRaw Data

Structured Data

Online Queues

Non-structured

Interfaces

Internal

External

Segmentation and

Propensity

Core

BankingService

Layer

Flume Kafka

SAS

Event Stream Processing

SAS

RT Decision manager

SAS

Marketing Automation

SAS

Visual

Analytics

IBM Banking DW

Legacy

MIS and reporting stack

Advertising

Engines

Custom Audiences

Hadoop

Hadoop

Message

Bus

Low level

service messages

(3)

(4)

(2)

(1)

(5)

SAS

Marketing Automation

Python

Spark

(1) Filtering streaming technical messages

(2) Business rules interpreting logs to increase level of abstraction, understanding

what is really going

(3) Customer Analytical Record

”People-like-You”

(4) Decisions on dialogs, Marketing & Sales using CAR insights

(5) Automatic add/delete person from relevant groups to push adds

Eliminates manual marketing work but requires communication governance

Most Digital Transformations become 2-Speed because of “shark fins” and Digital Decoupling


Bots in the front

and Cloud front-ends

Data Lake at Centre of

Architecture and APIs

Legacy only as System of Record,

stripped of customer functionality

New STP Backoffices

On Cloud aaSRPA

CEO agenda: preservation and growth of Earnings, avoid capital calls, cost

reduction, market-credible, self-funding Digital transformation road map

Banking example

Copyright © 2016 Accenture All rights reserved. 23

Moore’s Law enabling unprecedented technologyical change and paradigm shifts

Mainframe

Client-Server and PCs

Web 1.0 eCommerce

Web 2.0, Cloud, Mobile

Big Data, Analytics, Visualization

IoT and Smart Machines

Artificial Intelligence

Quantum Computing

Quantum

Innovation is the new Core


It is all about your People

Strategy and Corporate Functions

Channels, Platforms, Ecosystems

Relationship and Advice“Everyone client facing”

Client Servicing Bots and IoT M2M

InnovationAgile Organization

5P Marketing , Comms

Digital Factory and Analytics

Continuous Learning

DevOps

STP DeliveryManagement , Control and Operations

Data-lake centric Lightweight IT and Legacy Decoupling

Dynamic Cloud Service Provisioning

40%

2%

of FTE

30%

6%

20%

2%

The Enterprise of the Future

new applied now relevant companies only … · only real-time, relevant companies will survive in...

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