use data to support the complete subscriber lifecycle

Use Data to Support the Complete Subscriber Lifecycle November 19th 2014

Steven Noels CTO, NGDATA

2 Copyright 2014 NGDATA®, Inc. ConfidenEal – DistribuEon prohibited without permission

Media Industry Shi; Clear Readership Behavior Change

90% of the visitors read less than 5 ar=cles per day

Audience behavior varies strongly between device used

Social referrals skip the homepage

Editorial classificaEons do not match up with market segmentaEon

NGDATA & iMinds Joint Research Findings 2014

Publishers must stand out – and deliver


Attract Acquire

Engage

Retain

Differentiate at Every Stage


ACract

Drive to acquisition • collect behavioral information • build anonymous visitor

profiles • determine acquisition drivers

and act on them


Acquire

• Personalize the on-boarding experience

• Integrate with first-party data •  Social IDs •  SSO integration

• Learn from your customer before you know him/her


Engage and Increase Value

• Use real-time data to better engage your customers

• Be more aware of the individual needs, preferences and intents of customers

• Increase up- and cross-sell effectiveness

• More effective, context-aware customer service/support


Retain

• Identify highest value customers

• Proactive churn detection • Detect rotational churn • Act on inactivity


Support the En=re Customer Lifecycle Using Prescrip=ve Customer DNA

Preferences

AffiniEes

Context

Behavior

CUSTOMER DNA


a collecEon of 1000s of predefined metrics, calculated in real =me and organized per iden=fied customer

based on a variety of interacEon-‐ and fact-‐based data sources, using a variety of predefined calculaEon, predicEon and/or retrieval methods

providing ac=onable data for markeEng & customer-‐centric applicaEons

What is Customer DNA?


Access to Customer DNA For Marketers and Data Scien9sts Alike


Customer DNA Enables You To…

Overcome “Analysis Paralysis”

ProacEvely Engage with Customers

Cope with plethora of data


Become Data Driven with Customer DNA

Use any volume of real-time data to actively guide and optimize business processes based on continuously growing insights on customer behavior, intent and preferences.


Lily Enterprise for Customer DNA

Opera=onal Systems

External Data

Contract/Product Data

Customer OperaEonal Data

Reference Data

Repor=ng / Analy=cs

Enterprise BI and reporEng

Enterprise AnalyEcs ApplicaEons

MarkeEng and Social Data

Lily Enterprise Customer InteracEon Data

Campaign Data

ERP/CRM Data

Data Warehouse Data

Service Desk

Customer CRM and IVR Systems

Real Time IntegraEon

Data integra=on

Batch IntegraEon

ETL or

Lily API based

Lily Connector Based

Web and Mobile

Mobile Apps

Customer Website & Social

Channel / Campaigns Mail

SMS

Print

Broadcast

MarkeEn

g Campaign Mgt

Sales Office

Agent / Advisor

Feedback


Applied to Subscrip=on-‐based Media Companies Customer LifeEme Value (Inbound, Outbound, Risk)

• AcquisiEon • Customer experience improvement

• Personalized content & service • Brand & loyalty improvement

• Cross & upsell • Targeted ads • Customer-‐centric audience dashboards

Media Companies

Knowing Your Customer Throughout Their Lifecycle – Cases


Customer DNA in Media Large InternaEonal Media Group – De Persgroep

Single Customer View – Centralized, real Eme updated, and very detailed single customer view, driving personalized markeEng and customer analyEcs.

Result

•  A plaeorm for acEonable, omni-‐channel customer intelligence from Big Data

ObjecEves

•  Collect CRM/DWH and clickstream data •  Build Customer DNA with 1000s of metrics •  Support operaEonal & analyEcal reporEng •  Integrate with Campaign Management for offer proposal and capture feedback

•  Learn affiniEes for automaEc profiling

SoluEon

“ NGDATA is cri9cal in the way we capture, analyze and generate ac9onable intelligence from Big Data. NGDATA makes it easier for us to connect with our customers across all of our channels, learn from their behavior and create personalized, unique offers to foster loyalty.”

—Luc Verbist, CIO, De Persgroep

PredicEon model with 92% accuracy of churn.


1-‐2-‐1 Marke=ng and Micro Campaigns Quad-‐play Telco/Media – Telenet (Liberty Global)

Individual Product and Content Preferences – MarkeEng campaigns with higher Frequency (> x10), higher Response rate (x4) and reduced Budget (< ½)

Result

•  Improve ROI (conversion raEo) of MarkeEng Campaigns by targeEng individual customers

ObjecEves

•  Customer DNA with focus on usage, network, context based interacEons and product preferences

•  Learned preferences to feed event-‐based markeEng acEons & send SMS offer to sEmulate subscripEon renewal

•  Personalized video

SoluEon

“ With the interna9onal exper9se of NGDATA, our CRM department now exists at the center of all our inbound and outbound customer interac9ons, sharing real, ac9onable business intelligence and insights, execu9ng hundreds of targeted campaigns on a yearly basis.”

—Bert Van Driessche, Director of CRM and Consumer Intelligence, Telenet


Op=mize Sales Targe=ng for Subscrip=ons Large Belgian News Publisher – Mediahuis

Real Time Ac=onable Customer DNA – Allows marketers to send the right message to the right customer/prospect at the right Eme. Model lin of 4.5.

Result

•  OpEmize sales targeEng for increased subscripEons of new customers and increased span of exisEng subscripEons

ObjecEves

•  Real Eme ingest of the website click streams, Messagent interacEon data and markeEng database

•  Build a acquisiEon propensity predicEve model using on Random Forest techniques.

•  Acquire operaEonal efficiency which leads to a daily run of the acquisiEon model.

•  SelecEon of the prospect and customers to be targeted and expose individual DNA to execuEon

SoluEon


Attract More

Acquire Faster

Engage Smarter

Retain Longer & Stronger

Experience the Difference with Lily

for Greater Customer Life=me Value


[email protected]

use data to support the complete subscriber lifecycle

Marketing