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Customer Experience and Predictive Analytics
The document discusses customer experience optimization and the increasing complexity of digital marketing. It notes that moving from basic multi-channel campaigns to fully integrated programs that optimize customer value is difficult. It also discusses the need to master six domains like customer insights, targeting, and agility to create sustainable competitive advantages. Finally, it describes LSC Digital's predictive intelligence engine called PIE that integrates customer data to improve marketing and sales effectiveness at each customer engagement stage.
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Customer Experience and Predictive Analytics
- 1. 1 1 Marketing Automation Direct Marketing Social Media Email Marketing Search& PPC Demand Generation Analytics CRM Content Marketing Database Services Mobile Marketing Business Intelligence CX & Predictive Analytics
- 2. 2 Customer focused Business unit / media engagement Campaign focused The DigitalEvolution… Level 1 Level 2 Level 3 Level 4 Level 5 Enterprise engagement Infrastructure focus, basic capabilities Single campaign, simple data, little offer and customer customization Basic multi-channel, model integration, and campaign automation Contact Optimization, multi-touch campaigns, integrated measurement platform Customer Value Optimization fully integrated programs & campaigns Low value High value Moving from Level 3 to Level 4 is hard.
- 3. 3 Search Display Site Social Email Mobile DataManagement DataIntegration Analytics:Targeting,Measurement,Insight BehavioralSegmentation,LifetimeValue,Attribution,CRMmix First Party Data (CRM) Second Party Data (Partner) ThirdParty Data Cookies Open Graph date Real-time Bidding Text Key word bidding by segment Individual Personalization Anonymous & Individual Personalization Our evolution has improved how businesses analyze, segment, target and sell to customers through digital media, sales and marketing channel, RIGHT?
- 4. 4 NOT. As faras we have evolved, the reality is that optimizing buyer behavior and customer experience has become increasingly complicated as the number of channels and media options grow. TV & Radio Print Mail Email Display Social Search Web Store Care Phone Partner Position Expectation ProductPrice ServiceSales Purchase Promotion Experience Customization Media Channels Brand Value proposition Customer Centric Question: How do we operationalize our business around customer experience given this level of complexity?
- 5. 5 Are we atrisk of losing business from any of our top 50 accounts? Answer tough questions… What technology service or product will my clients likely buy? WHAT ARE MY COMPETITORS DOING? What can I do to prevent churn? What is the best channel and time to connect with my customers?
- 6. 6 Strategies in CXset into motion preemptive business tactics... Developing a 360º view of the customer Ex-customerNon-buyer ProspectSuspect UserBuyer Likely attrition customer Sales and Marketing are responding by… Developing advanced insight, targeting and measurement capabilities Social networks as a purchase advisor Changing consumer buying process Shift in media consumption patterns Engaging consumers in more effective and productive ways Putting the customer at the center of business strategy The digitization of media and channels Socially enabled mass engagement Challenging economic climate Macro-level trends are changing the landscape Evolving consumer expectations Customer Experience is constantly changing Buyer
- 7. 7 There are sixdomains that must be mastered in order to create sustainable competitive advantage… Ability to identify, segment and manage high value customers Ability to allocate resources that optimize ROI and long-term customer value Ability to micro target, customize and personalize media and channel experience Ability to create metrics as currencies and measure the incremental impact of each marketing activity Ability to organize in a fashion that allows you to respond to changes in customer, competitor or marketplace behaviors faster than the competition Ability to create and manage a 360º view of the customer Information Insights Targeting MeasurementOptimization Agility
- 8. 8 BIG DATA, CXAND Predictive Analytics: What’s different? Predictive Analytics Smarter Decisions
- 9. 9Listen PredictLearn Website Call Display Search Email Social Mobile PIE solvesthe BIG DATA challenges brought on in today’s multi-channel, multi-tactic, multi-sourced CUSTOMER EXPERIENCE environment BI BI BI BI BI BI PIE channels all sources of customer interactions and intelligence into one environment PIE Optimized
- 10. 10 Predictive indicators (PIE)will improve every stage of customer engagement and enhances employee and CUSTOMER EXPERIENCE 10 Ex- customer Non- buyer ProspectSuspect User Buyer Shopping Retain Renew Up-sell Deselect Cross-sell Activate Entangle Stimulate Qualify Win back Acquire Qualify Strategy & Direction Create & Customize Manage & Perform • Business strategy • Brand strategy • Customer strategy • Segment strategy • Offer/treatment strategy • Media strategy • Multi-channel strategy • Customer experience strategy • Insight management • Campaign management • MRM • CRM/media mix mgmt • Segment management • Lead management • Content management • Experimentation management • Performance management • Program development • Offer creation • Content creation • Message development • Treatment • Personalization • Customization PIE: Analytics, Data, Applications, Tools, Infrastructure, TALENT CRM Management Systems • Metrics and incentives Optimization and business rules • Organizational structure • Roles and responsibilities • Decision authority • Governance Buyer
- 11. 11 What is PI3E?– PI3 is LSC’s proprietary technology and methodology that builds customer experience roadmaps for companies operating in both B- to-B and B-to-C environments. It is in part a predictive intelligence program that integrates customer insights, business intelligence, information from a clients’ CRM program that improves marketing effectiveness, sales effectiveness and business performance at every stage of engagement with clients and prospects. Predictive Intelligence Engine PIE Across Buying Stages Awareness Advocacy - Loyalty - Retention (Relationship Value Based) Knowledge & Research Buying (Less Selling) Selection (Rational & Emotional) Satisfaction (Experience) Evaluation & Consideration Personas Profiles CI Trending Behavior Monitoring Big Data, Social, Mobile, Digital Multi- Channel Engagement Engine Behavioral Insights
- 12. 12 12 Marketing Automation Direct Marketing Social Media Email Marketing Search& PPC Demand Generation Analytics CRM Content Marketing Database Services Mobile Marketing Business Intelligence APPENDIX Draft do not use
- 13. 13 LSC Digital’s ExecutiveLeadership Team Ed Mallin Ed’s career spans over 27 years of experience and executive leadership in the Direct Marketing, Information Technology and Database Services industry providing sales and marketing solutions to businesses. He has been a tremendous asset to Huron with its investment in LeadingResponse.. Ed entered the industry in 1984 as a Partner and President of Compilers Plus, a leading direct marketing firm in New York. In 1990, Infogroup (then, Infousa acquired Compilers Plus; Ed served as a corporate officer, Executive VP and Group President for Infogroup for 20 years. During Ed’s tenure at Infogroup, it grew from a $30 million boutique business to an $800 million public company. Ed managed 7 Infogroup Divisions, was involved in over 15 acquisitions, and was responsible for over $200 million in annual revenue. Ed also led Infogroup’s transition into the digital space, building Infogroup Interactive into a $100 million online division. Joe McCluskey Joe is a senior level marketing/business management expert who helps clients navigate the ever changing customer experience and how newer digital channels impact customer's loyalty. Joe works closely with the product teams on solutions that "weaponize" social, mobile, web, CRM and big data / analytics channels. Joe is recognized for his ability to align digital strategies into operational systems that can deploy business information, data and analytical solutions that increase each client's ROI. Charlie Tarzian Charlie’s career spans over 25 years of experience and executive leadership in the Agency, Direct Marketing, Information Technology and Database Services industry providing sales, technology and marketing solutions to businesses. Charlie has served as President of Barry Blau & Partners, Brann Worldwide (a division of Dan Schneider Communications. In 1998, Euro RSCG acquired Brann Worldwide; Charlie served as a CEO for Euro Circle / Circle and eventually MKTG until 2009. While Charlie served in these posts as well as a partner with HealthED and Consultant at Satori, he also developed many patented technologies that serve as the basis for the Big Willow project indication engine. He has been with LSC for the last three years where he is responsible for building out product, service and data innovation.
- 14. 14 14 1980 1984 2000 2005 2011 Present List Services Corporation (LSC) isFounded State-of-the-art Data Center goes live, Data Brokerage division established In-house compilation group launched, first hosted marketing database goes live LSC adds digital services with email marketing group Acquisition of Accession Media, merger with Last Mile Networks LSC Digital consolidates all acquired digital brands. Launches brand new website… Our History
- 15. 15 According toSirius Decisions, 66% of the buying process is complete before sales reps are engaged That research happens in a LOT of different locations Who else is involved in the decision? Buying teams average 6 people for complex B2B projects Teams swell to 20+ in large enterprise buys Individual actions trigger resource intensive follow up to qualify the opportunity Is there a real project at all or is this just an individual request? The Realities in Technology Services - B2B Marketing
- 16. 16 Executive Summary Report BackgroundKey Findings & Results Data sources used to generate this report: OOW 2011 Event Attendee Lists: Speaking Session Attendees Booth Attendees BICG Customer Appreciation Reception Revenue and marketing analysis Capgemini Pipeline Analysis Based on post event funnel progression Following OOW 2011, Capgemini booked $24.5MM with 7 accounts that were in attendance at OOW. 3 of those accounts were on Capgemini’s Top 40 List Monitored by LSC: Johnson & Johnson, Cisco Systems, Loews Following OOW 2011, Capgemini generated $128MM in pipeline at 15 accounts that were in attendance at OOW (Pipeline defined as opportunities progressing between Stages 3 – 7 from Capgemini supplied pipeline files 7 out of Capgemini’s Top 40 accounts were in attendance at OOW 2011 AT&T, Johnson & Johnson, Lowe's, Cisco Systems, Farmers Insurance, Home Box Office, Inc., US Department of the Treasury 2 of the 7 were on Capgemini’s Country Managed Account list (CMA) in NA Home Box Office (part of Time Warner), Johnson & Johnson 366 attendees from 251 companies engaged with us via our: 19 speaking sessions Visitors to our booth BICG Customer Appreciation Reception 18 “Hot Leads” were generated for subsequent nurturing programs. As of Q1 2012 these leads show the following status in Capgemini’s SPADE system: Accepted - 7 Converted – 1 Rejected - 3 Retired - 1 Unqualified – 6 Comments LSC Digital’s CX engagement was the impetus behind driving Capgemini’s transformation into the Social CRM and digital marketing space behind Rick Vargas’s leadership.
- 17. 17 Impact on Bookingsand Pipeline within Existing Accounts Capgemini booked $24.5MM at 7 accounts In attendance at OOW Cisco Systems Inc, $1.98MM Citrix Systems Inc, $11K Johnson & Johnson Inc, $777K Lowes Companies Inc, $10.8M Manheim Auctions, $8.3MM McDonalds Corporation , $40K Royal Caribbean Cruises $2.5MM AT&T, $200K Cabot $ 330K Celgene $4.2MM Cisco Systems Inc, $945K Citrix Systems $2MM D&H Distributing $230K Fidelity Investments Company Inc, $290K Land O'Lakes Inc, $571K Lowes Companies Inc, $100MM Manheim Auctions, $4MM PNC $600K Royal Caribbean $2.6MM SAVVIS, Inc., $45K Schreiber Foods $100K Starbucks $12MM $128MM in pipeline across 15 accounts advanced through the funnel following OOW
- 18. 18 Event Impact onCapgemini’s bookings and pipeline by Sector General Services, $12K MALS, $24.5MM EUC, $331K FS, $890K General Services, $2MM MALS, $125MM TME, $200K Most of the bookings and pipeline generated following OOW happened in Life Sciences $128MM in pipeline between Stage 3 and 7 $24.5MM in bookings
- 19. 19 Capgemini engaged withattendees from 251 companies from mostly large multi national conglomerates in Capgemini’s target account list MALS 62 25% General Services 53 21% FS 35 14% Public 33 13% CPRD 32 13% EUC 18 7% TME 11 4% Health 7 3% A majority of our attendees work for companies in Life Sciences, Financial Services, CPRD, and Public sectors Greater than $1B 112 45% Between $500M and $1B 26 10% Less than $500M 88 35% Annual Revenue Not Available 25 10% Almost half of the companies we engaged with have annual revenue greater than $1B
- 20. 20 Capgemini’s Speaking Sessionsdrawed the most qualified target audience… Between $500MM and $1B 10 16% Greater than $1B 32 50% Less than $500MM 20 31% Not Available, 2 3% Between $500MM and $1B 3 7% Greater than $1B 23 53% Less than $500MM 12 28% Not Available 5 12% Between $500MM and $1B 15 9% Greater than $1B 66 42% Less than $500MM 57 36% Not Available 21 13%#1 Speaking Sessions: 66 companies within our target audience had attendees attend one of our speaking sessions #2 BICG Customer Appreciation Reception: 32 companies within our target audience attended the BICG reception #3 Booth Visitors 23 companies within our target audience visited our booth
- 21. 21 Speaking Session ResultsDetails (ranked by # of attendees) Speaking Session # of Attendees # of Attendees Top 40 Company Size: Greater than $1B Company Size: Between $500M and $1B Company Size: Less than $500M Operational Reporting with Oracle Business Intelligence Publisher and JD Edwards: Success Story 39 5 1 18 Oracle Application Express Within Oracle SOA Suite 32 14 5 8 Merits of being a project-oriented organization: How Oracle helps Achieve it 22 11 1 8 Implementing Oracle Application Integration Architecture 11g: A Customer Case Study 21 6 3 3 Oracle Business Intelligence 11g Action Framework: Basic to Advanced Integration 17 5 0 7 "A Single Version of the Truth": Diebold Shares Its Global Vision for BI 12 9 1 1 Oracle Business Intelligence Action Framework: Actionable Intelligence Study 12 1 7 0 3 Using Disruptive Technology and BI Analytics to Automate Business Services 12 3 2 2 Accelerated Interface Development Approach: Integration Framework 11 2 4 1 6 Enabling Social Sign-in with OpenID and ATG Applications 10 1 2 1 3 Simplifying Work Order Management in the Utilities market with Oracle BPM Solutions 10 4 1 1 MDM in the Public Sector 8 2 0 1
- 22. 22 Speaking Session ResultsDetails (ranked by # of attendees) Continued Speaking Session # of Attendees # of Attendees Top 40 Company Size: Greater than $1B Company Size: Between $500M and $1B Company Size: Less than $500M Oracle E-Business Suite 12 Implementation Success Story 7 1 4 0 1 Innovation and Rationalization: The definitive Guide to Oracle Applivations Landscaping 5 1 3 0 1 TDC Denmark: A Case Study of Order Management's Role in Business Transformation 4 2 0 1 Moving Prisoners and Illegal Aliens with Oracle – JPATS “The Real ConAir” 3 2 0 0 Capgemini's Buyers Workbench: Purchasing Optimization Tool for Wholesale Distribution 2 0 0 2 Rising Costs and Falling Prices: What's a Distributor to do? 2 0 0 1 Increased Bottom-Line Cost Reductions and Top-Line Growth in Multichannel Distribution Support 1 1 0 0 Grand Total 230 6 84 16 67
- 23. 23 We have createda way for technology services, consulting and outsourcing companies to decipher and interpret the digital behavior of their client and prospective client’s buying process Finance UK IT Procure USA Finance IT Procure Our data is broad and deep, and we can find professionals by department. Competitive intelligence has not been centrally organized which in turn limits our ability to react to conditions happening across the family tree of our accounts In this example, a competitor just won business at a family member of one of our accountsOur solutions move away from depending on the actions of a single individual as an indicator of a sales opportunity, to using the analysis of all the web activities of an entire organization. CX Roadmaps – We build Customer Experience Roadmaps Subsidiary France
- 24. 24 We useadvanced IP targeting and account based marketing with contextual alignment to reach your exact targets at the right point in time Our technology accesses, analyzes, and reports on a data stream that by itself is significant but as part of a larger integration of data points – creates a 360° view of a company of interest – while it is happening Capturing the Data You Care About Most: Page 24
- 25. 25 • IP Address- What is it? - Every device on the Internet has a unique ID number, called an IP Address - A typical IP address looks like this: 64.149.181.87 - IP addresses are routable locations on the Internet. - There are a theoretical maximum of 4.3 Billion IP addresses on the Internet. (IPv4) - 3 Billion IP addresses are currently in use. • Host name - What is it? - Every website and most Internet servers and devices have a host name. - Host names are easier for humans to read than IP addresses. - A host name looks like this: adsl-64-149-181-87.dsl.austtx.sbcglobal.net - Nearly 1 Billion host names have been collected and organized so far. IP Addresses and Host Names
- 26. 26 How It Works We map each IP address to their URL That URL gets map to a business entity in one of the multiple B-to-B databases we host: – We take the URL’s of interest and use our B-to-B contact databases to do a lookup against all known, current contacts in that organization and present those as qualified leads that can be integrated directly into your marketing/sales automation systems or as a prospect list inclusive of email and postal addresses Those leads can be integrated directly into your marketing/sales automation process flow or handed off to you as a more traditional contact list These leads will: – Accelerate and compress your lead generation process by delivering high value leads with specific data behind them – Give you context – you now have something relevant to talk about/message to key decision makers/influencers While giving you: – A leg up on your competition – you are getting in market buy signals before the traditional methods of intelligence pick them up – A dynamic way to market on the fly – you can now tie together critical business intelligence with near real time messaging
- 27. 27 Organizational Criteria: – Revenue –Employee Size – Industry/Vertical – Named Accounts • Customer Lists • Sales Prospects • Public Lists – Fortune 500, etc – Location • Country • City and/or State – Competitive Installs IBM Storwize, XIV, & DS5000 & EMC Data Domain Choose Your Target Page 27
- 28. 28 By Keyword: – Giveus your SEM keywords aligned against your site, a particular solution, or even a specific product By Topic: – Give us the topics that most closely align with your product or service, we’ll create the list of keywords and phrases matching these topics – Think like your customer Choose Your Topic Page 28
- 29. 29 Contextually aligned adsserved against topical content pages mapped to customer keywords Ads enable data collection: Organizations are identified and targeted via IP Targeting across all relevant pages Data Analytics normalizes activity to see an entire organization's activity and the buying team across the web How It Works Page 29
- 30. 30 We are technologyagnostic domain experts 30