take control of big data equifax - updated
TRANSCRIPT
Take control of big data
06.00pm Registration & drinks
06.30pm Chair’s welcome & state of the state – Big data
Charles Ping, director, Communisis
06.35pm The challenges Honda have faced and how they are overcoming them
Rachel Hall, CRM & database manager, Honda
06.50pm Taming big data – a practical perspective
Karl-Magnus Wadsack, strategic consultant, Equifax
07.05pm Leveraging data in a white water environment – vision to reality
Tony Lewis, head of member marketing, The Caravan Club
07.20pm Panel Discussion
Charles Ping, director, Communisis
Rachel hall, CRM & database manager, Honda
Karl-Magnus Wadsack, strategic consultant, Equifax
Tony Lewis, head of member marketing, The Caravan Club
07.40pm Drinks & Canapés
08.30pm End
#dmabigdata
Welcome & state of the state – Big data
Charles Ping, director, Communisis
#dmabigdata
The challenges Honda have faced
and how they are overcoming them Rachel Hall, CRM & database manager, Honda
#dmabigdata
AN UNUSUAL CHALLENGE
My Beautiful Database
FIT FOR PURPOSE?
What purpose?
Retention
Acquisition
Customer lifetime value
Churn
Leads
Dealer networkLead management
Data cleansing
Data quality
Data capture
Requalification
Lead generation
Data cleansingIncreased parc penetration
Dealer Management System
Corporate
Retail
Network development
Increased market share
Cross-sell
Up-sell
Pan-divisional
Purchase Prospecting
Dealer area of influence
User experience
Motorcycles
Above the line
Customer lifecycle
Customer communications
Customer relationship management
Prospect relationship management
Digital
System integration
Data warehouse
Operational data store
Contact centre
FulfilmentStandardisation
Integration
Social media
Used car
Valuation tool
Dealer marketing centreLive chat
Active engagement
Customer journeyExtended guarantee
Fixed price servicing
Residual valuesRoadside assistance
Service plans
Marine
Energy
ATV
Lawn and garden
Digital user experience
Customer touchpoint
Campaign response Campaign extract
Data protection
Personalisation
Segmentation
Clustering
Targeting
• Who is our customer?
• How do we get more?
• How do we keep the ones we’ve
got?
REVIEW WHAT YOU’VE GOT
Big data v Relevant data
Systems, suppliers and staff
HAVE A PLAN
Know where you’re goingUnderstand
Execute
Taming Big Data- a practical
perspectiveKarl-Magnus Wadsack, strategic consultant, Equifax
#dmabigdata
© Equifax Confidential and Proprietary
Taming ‘Big Data’A practical perspective
Karl-Magnus Wadsack
Strategic Consultant
© Equifax Confidential and Proprietary
© Equifax Confidential and Proprietary
Increased customer touchpoints/channels
= fragmented information/systems
Contact information– Mobile / landline numbers
– Email addresses
– Mailing address
– Marketing permissions
Customer 360° view– Personal data
– Lifestage
– Household Composition / demographic information
– Contact history and response information
– Transactional information (RFM)
– Social Media
Telemarketing
Online
TransactionsMobile
In-store
© Equifax Confidential and Proprietary
What does Single Customer View do?
Single Customer View (SCV) provides an organisation with the
ability to view every aspect of their relationship with a
customer.
With multiple stores/brands, call centres, campaigns, and
delivery channels to coordinate, organisations can benefit
tremendously from the single customer view.
With customer loyalty under pressure from savvy customers
shopping around for the best deals a 360° view is more
important than ever.
© Equifax Confidential and Proprietary
Standard SCV - Retail organisation
High street store On-line store Promotional database
Rachael Green, 1 High Street, 01/01/1980
R. Green, 1 High Street, 01/01/1980
R. S. Green, 1 High Street
Sue Jones, 4 Main Street
S. Jones, 4 Main Street, 02/02/1970
R. Smith, 6 Grove Road, 01/01/1980
© Equifax Confidential and Proprietary
Kerry – a life story
© Equifax Confidential and Proprietary
Evidence-based SCV - Banking group
Savings account Current account Credit card
K McFadden, 12 River Close, 06/09/1980 Kerry Katona, 37 High Rd, 06/09/1980
Kerry McFadden, 37 High Rd, 06/09/1980
Changed Name 17/06/2009
Moved to 12 River CIose 23/11/2009
Kerry Katona, 37 High Rd, 06/09/1980
Kerry McFadden, 37 High Rd, 06/09/1980 No other K Katona or K McFadden recorded at 12 River Close
© Equifax Confidential and Proprietary
Match conflict
Condition of Conflict used to confirm links and to ensure false
positive rate is minimised
K Katona
Kerry Katona
No other K Katona at address
© Equifax Confidential and Proprietary
The Complete Picture
Current and future
value
•Transactional data (recency, frequency,
monetary value, returns,
bad debt)
Up-sell and cross-sell
•Geo-demographic and socio-economic data
•Attitudinal and motivational models
Multi-channel
marketing
•Mobile/SMS
•Permissions
•Channel preference
© Equifax Confidential and Proprietary
What business needs does SCV fulfil?
Informed marketingImproved
cross-selling and
up-selling
Improved
customer
experience
Wider business
efficiencies –
business case
support
Higher
return on
marketing
investment
© Equifax Confidential and Proprietary
Informed marketing
Dynamic and accurate view of existing
customer relationships
More accurate customer targeting and
profiling
Cross pollination of contact information
and marketing permissions from all
existing relationships
© Equifax Confidential and Proprietary
Improved cross-selling and up-selling
Complete view of the transactional history of an
individual or household
– Intelligent customer offers
– True one-to-one marketing offers based
upon each customer’s unique spending
activities
– Maximise customer value
– Deliver customer satisfaction
– Improve brand loyalty
© Equifax Confidential and Proprietary
Complete view of existing customer relationship
Better understand client requirements
Better focussed communications
Build closer relationships
Don’t offer products they already have
or don’t want
Fewer customer touch-points
Improved customer experience
© Equifax Confidential and Proprietary
Karl-Magnus WadsackTel: 0845 603 6772
Email: [email protected]
Questions?
Leveraging data in a white water
environment – vision to reality Tony Lewis, head of member marketing, The Caravan Club
#dmabigdata
Big Data – Vision to reality
Tony Lewis
Head of Member Marketing
AGENDA
PAINT YOU A PICTURE
THE CHALLENGE
HOW WE GOT TO WHERE WE ARE
TODAY
THE FUTURE
PRACTICAL TIPS
Who we are
Sites Network
Membership
Insurance Services
Overseas Holidays
Hotel chain Insurance Provider
Travel Agent Membership Org
MEMBERS
1) The re-organisation and recruitment of the team
2) Training sessions to help us think and behave like
adopters and understand ourselves and each other
3) Generating ideas and asking ourselves “why not?”
4) Integrated Planning
Volumes and Complexity
Facilitating 60000 members to go abroadFacilitating 60000 members to go abroad
500,000 calls per year500,000 calls per year
1000 staff across the network1000 staff across the network
1 million members1 million members
260,000 policy holders260,000 policy holders
26 million nights26 million nights
50000 actively social members50000 actively social members
... Where we were
WE WERE STRUCTURED IN A TRADITIONAL PRODUCT
CENTRIC WAY
WE WERE DATA INFANTS – DID NOT SEE THE VALUE OF
DATA
DATA USED FOR CAMPAIGN PURPOSES WAS FEW AND
FAR BETWEEN
ACTIVE / INACTIVE MEMBERS, HAD NO APPRECIATION
FOR WHO ARE THEY
USED TO NOT KNOW WHICH MEMBERS DRIVES
REVENUE AND PROFIT
Surprise surprise
HAD DISPARATE DATA SETS
HAD MANY GOES AT CREATING A SINGLE CUSTOMER
VIEW
RAMP UP ON CAMPAIGNS USED TO BE LONG AND
DIFFICULT
ABILITY TO TAILOR COMMUNICATIONS, BE DYNAMIC
AND RELEVANT WAS OFF IN THE CLOUDS ABOVE A
RAINBOW... SOMEWHERE...
RELIED HEAVILY ON ANECDOTAL, FEEL, HEARSAY TO
MAKE BUSINESS DECISIONS
AGENDA
PAINT YOU A PICTURE
THE CHALLENGE
HOW WE GOT TO WHERE WE ARE
TODAY
THE FUTURE
PRACTICAL TIPS
AGENDA
PAINT YOU A PICTURE
THE CHALLENGE
HOW WE GOT TO WHERE WE ARE
TODAY
THE FUTURE
PRACTICAL TIPS
The Brand
Creates
Expectation
Gives reason
to choose
Reason to
choose again
Fulfils
expectation
Putting Members at the heart of
everything that we do
Putting Members at the heart of
everything that we do
White-water Environment
The Vision
Leverage data to
drive Member
Engagement in a
White Water
environment
Leverage data to
drive Member
Engagement in a
White Water
environment
Leverage data to
drive marketing
efficiencies
Leverage data to
drive marketing
efficiencies
Benefits Realisation
AGENDA
PAINT YOU A PICTURE
THE CHALLENGE
HOW WE GOT TO WHERE WE ARE
TODAY
THE FUTURE
PRACTICAL TIPS
AGENDA
PAINT YOU A PICTURE
THE CHALLENGE
HOW WE GOT TO WHERE WE ARE
TODAY
THE FUTURE
PRACTICAL TIPS
Where are we right now
WE NOW HAVE THE ELUSIVE SINGLE VIEW OF THE
MEMBER
UTILISED THE SINGLE MEMBER VIEW TO INFORM SITE
DEVELOPMENT STRATEGY
WE HAVE A 1ST YEAR MEMBER PROGRAMME TO
INCREASE MEMBER RETENTION
DEVELOPED KEY MARKETING AUTOMATED
CAMPAIGNS WHICH SAVED HALF A PERSON
REDUCED MARKETING SPEND BY 40%
ALREADY ACHIEVED 25% PAYBACK AGAINST THE
INVESTMENT
Payback
due in 6
months!
Payback
due in 6
months!
1) The re-organisation and recruitment of the team
2) Training sessions to help us think and behave like
adopters and understand ourselves and each other
3) Generating ideas and asking ourselves “why not?”
4) Integrated Planning
How did we get here
Reviewed processesReviewed processes
Developed SCVDeveloped SCV
Developed our peopleDeveloped our people
The difference that will make the difference The difference that will make the difference
Renegotiated marketing services Renegotiated marketing services
Created a new data driven teamCreated a new data driven team
Monitor your benefitsMonitor your benefits
Examples
Utilised Mapping tool to understand drive time
profiles
Utilised Mapping tool to understand drive time
profiles
Used single view to understand how members are
using each site
Used single view to understand how members are
using each site
Develop a booking profile of visitorsDevelop a booking profile of visitors
Examples
Dynamic data to improve
Member Experience
Dynamic data to improve
Member Experience
Triggered communicationTriggered communication
Dynamic imagesDynamic images
Examples
Examples – 1st year programme
Examples – 1st year programme
Examples – 1st year programme
Dynamic
Content
Dynamic
Content
AGENDA
PAINT YOU A PICTURE
THE CHALLENGE
HOW WE GOT TO WHERE WE ARE
TODAY
THE FUTURE
PRACTICAL TIPS
AGENDA
PAINT YOU A PICTURE
THE CHALLENGE
HOW WE GOT TO WHERE WE ARE
TODAY
THE FUTURE
PRACTICAL TIPS
The Future
AGENDA
PAINT YOU A PICTURE
THE CHALLENGE
HOW WE GOT TO WHERE WE ARE
TODAY
THE FUTURE
PRACTICAL TIPS
AGENDA
PAINT YOU A PICTURE
THE CHALLENGE
HOW WE GOT TO WHERE WE ARE
TODAY
THE FUTURE
PRACTICAL TIPS
Are you sitting comfortably?
… And there’s a twist!
Panel discussionCharles Ping, director, communisis
Rachel Hall, CRM & database manager, Honda
Karl-Magnus Wadsack, strategic consultant, Equifax
Tony Lewis, head of member marketing, The Caravan Club
#dmabigdata
Thank you for attending
Please join us for drinks & canapés
in the Picture Room
#dmabigdata