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DATA MONETISATION

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Podejście do Analityki

Potencjał Data Monetisation

Use Cases

Wyzwania

AGENDA

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SZYMON KALEMBA

Szymon is Customer AnalyticsManager in Accenture, +10 yearsexperience in Telco industryspecializing in advanced analyticsand in real time campaigning

OUR TEAM IS DELIVERING WIDE RANGE OF END-TO-END ANALYTICS PROJECTS

Analytics Operating Model

Analytics & BI Strategy

Analytics Architecture

Data Monetization

Campaign Management advisory

OPERATIONS ANALYTICS

BIG DATA

Hadoop

Real-Time Analytics

CUSTOMER ANALYTICS

Propensity & Churn ModellingSegmentationNext Best ActionCampaign Management

RISK & FRAUD ANALYTICS

Scoring Models

Risk Modelling Fraud & AML

Modelling

Model Management &

Governance

DATA MANAGEMENT, BI AND VISUAL ANALYTICS

Data Model Design

Data Warehousing & ETL

Business Intelligence

Data Governance

Visual Data Exploration

Dashboards & visualizations ANALYTICS ADVISORY

Procurement AnalyticsSpend AnalyticsSupply Chain AnalyticsHR Analytics

50 DATA SCIENTISTS SPEAKING 8 LANGUAGES,20% OF THOSE ARE PHD OR PHD CANDIDATES

WE DELIVER IN EUROPE AND REMOTE LOCATIONS DUE TO FLEXIBLE, COST EFFECTIVE WORK MODEL

PROVEN CAPABILITIES RANGING FROM BI AND REPORTING TO ADVANCED MATHEMATICAL MODELLING

ProductsWe engage in delivering customer

analytics projects for retail industries

TelecommunicationTelecoms are one of our core

industries where we are

engaged in multiple projects,

but we are working to extend

our offerings to other

Communication, Media and

Technology industries

Financial ServicesOur main area of experience is

banking sector, but currently we

are increasing cooperation with

Insurance industry in Poland

ResourcesWe have experience gained by

delivering several innovative

projects for natural resources

sector. We have also

participated in multiple energy

and utilities projects

Health and Public sectorOur competences in public sector

are growing thanks to several

projects we are delivering

WE ARE SUPPORTING ALL INDUSTRIES GROUPS

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Use Cases

Wyzwania

AGENDA

Copyright © 2016 Accenture All rights reserved.

FROM INSIGHTS TO CAMPAIGN EXCELLENCE

DATA ANALYTICS ACTION PLAN EXECUTION

from Data to Insights from Insights to Plan from Plan to Execution

REPORTING AND MONITORING

Loyalty

Needs

Customerservice

Products

Consumption

Customer value

MarketingCommunication

Demographics Behaviour

Lifestyle

Value VaR VaR VaR VaR

VaR VaR VaR VaR

VaR VaR VaR VaR

VaR VaR VaR VaR

VaR VaR VaR VaR

VaR

VaR

VaR

VaR

VaR

VaR

VaR

VaR

VaR

VaR

VaR VaR VaR VaR VaR VaR

CH

UR

N

VALUE

High

Low

Low High

SMS, Mobile App

Call Center

WWW

POS

80% 10% 5%

Time to market 3-6 miesięcy

10% 40% 25%

Time to market 3-5 tygodni

5%25%


• No communication personalization• Sending too many communications, often with misaligned content and often at

the wrong time

• Better customer targeting• Communicating depending on the context and customer's needs at the right time

for the client

Key challenges

Contextual customer-centric marketing

Campaign scale Misaligned content

Communication frequency

Lost sales opportunities

Lack of consumer satisfaction

Many product lines

Mass product-centricmarketing

Mass communicationDynamic and personalized dialogue

with Client

Customer

Centricity

Know the customer

PERSONALIZED DIALOGUE WITH CLIENT

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Use Cases

Wyzwania

AGENDA


DATA MONETIZATION -INTERNAL

Value from analytical activities oil companies example

Value Drivers Analytics Capabilities Impact Range

Segmentation AnalyticsCross-Sell / Up-Sell

Basket Analysis

Offers

Effectiveness

Brand Management

Sales Performance

Propensity Modelling

Product PortfolioOptimization

360 Degree View ofCustomer

Pricing Sensitivity Analytics

Procurement &Spend Analytics

InventoryOptimization

360 Degree

View of Station

360 Degree view of Customer

Churn/Retention Analytics

Campaign

Performance

Loyalty Behaviour

Asset Optimization

Revenue Growth

Customer Spend

Campaign Effectiveness

Category Management

Asset Maintenance

Customer Lifetime Value (CLV)

Price Optimization

CostReduction Supply Chain Optimization

Operations

IntangibleBenefits

Customer Loyalty

Customer Engagement

Sh

are

ho

lde

r va

lue

Social & Channel

Mix Analytics

Marketing Mix

Optimization

Predictive Asset Management

On-site StockManagement

Contract Compliance

Station Performance

People Capabilities

DevelopmentProductivity Improvement

Customer Satisfaction

and Retention

Customer Engagement

and Revenue increase

Productivity Increase

Reduction in Technology TCO

2-4% revenue increase

5-10%



2-4% gross margin uplift

5-8%decrease in

maintenance costs

3-10%improvement of

addressable costs

Illustrative

revenue increase

from campaign


DATA MONETIZATION –EXTERNAL (BANKING)

0,2% Revenue Uplift

0,5% Revenue Uplift

1,3% Revenue Uplift

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Use Cases

Wyzwania

AGENDA


LOYALIZING OF HIGH CHURN RISK OPINION LEADERS

Event identification (SMS, Voice)

Relation tableIdentify social network communities

Contagious churn

Clients are not independent

electrons. Churn of a leader (most

influential person) can entail churn

of his friends, family members,

colleagues, etc.

-7M before end of agreement

Retention windowend of agreement +3M after the end of agreement

How to retain leaders?

How to identify churn leaders?

Analytical detection of churn leaders• High churn risk• High influence on

other clients with low churn risk

ISSUES• Solve all clients issues and complaints

HEALTH CHECK• Satisfaction survey• Check client preferences regarding mobile phone, SMS,

voice etc.

RETENTION OFFER• Best teams of consultants with dedicated negotiation levels • Customer’s account perspective not the SIM card itself

Calculate centrality measures and find churn leaders

30% churn reduction

CRMTelecommunication

Category

Industry

Standard approach

with Impact on community

Despite of churn model use the telecom client struggled with the increasing churn rate. Accenture helped to reduce the churn by detection of churn leaders and responding to their expectations.


EXAMPLE INSIGHTS THAT LED US TO ACTIONS

We detected that clients poached by competitorX had significantly higher risk of churn.

The test conducted on three groups revealed thatHealth Check + Attractive Offer approach is moreeffective in terms of churn prevention (13%) thanonly Aggressive Offer approach (16%). The churnrate in control group was 18%.

We have presented those clients with moreaggressive marketing offer.

To prevent churn of opinion leaders we appliedthe Health Check + Attractive Offer approach.

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COMPETITOR X EFFECTIVENESS

APPROACH TYPE


Category

Industry



We offered attractive family offer to the churnleaders whose family members were in the samenetwork e.g. family packages of minutes, Internetetc.

3We discovered that contagious churn risk ishigher in smaller communities characterized bystrong relationships between members. Thesurvey results revealed that it concerns i.a..families.

We recommended the client not to introduce ajoint contract for the family members with oneexpiration date even though the product wasalready ready to sell.

4EXPIRATION DATE

When analysing the contagious churnphenomenon, we found out that the churn riskof two clients from the same community is 2xhigher for these with the same expiration datecompared to these with different expirationdates.

SMALL COMMUNITY


Category

Industry


GEO MARKETING CAMPAIGN FOR MULTIPLEX CHAIN


Category

Industry

Build a system for the implementationof direct marketing campaigns basedon the couponing mechanism via SMSand MMS

SMS

MMS

Targeting criteria:

• Distance from Home Zone/Office Zoneto the closest client cinema andcompetition cinema

• Age and Gender

• Visits in competition localisations

Build a system Monitor resultsTarget customers

Definition of Home Zones and OfficeZones for Telco customers

The telecom client strived to monetize data by selling services to third-party clients. As a solution we delivered the system for SMS and MMS marketing campaigns and helped to shape campaigns.

3% hit rate

70% new clients among

the responders



We found out that the double tickets coupon hadsignificantly higher effectiveness than sinle ticketcoupon.

The MMS communication was significantly moreeffective than SMS.

We sent comunication only with double ticketscoupon. It not only increased the campaigneffectiveness but also lowered the client’s costs.

In the next campaigns we increased MMScommunications.

We launched more campaigns dedicated towomen. The campaign effectiveness increasedconsiderably.

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NUMBER OF TICKETS

COMMUNICATION TYPE

RESPONSE BY GENDER

When analysing campaign results we discoveredthat the women’s response to dedicatedcampaigns was higher compared to the men’sresponse. The men’s response was at the similarlevel regardless of the movie type.


Category

Industry


CAMPAIGN PLATFORM FOR THIRD PARTIES COMPANIES

CRMBanking

Category

Industry

Bank built for its affiliated

Merchants an analytic frameworks

based on transaction data enabling

them to launch dedicated

campaigns targeted according

customers buying behaviours

Centralised service line with independent

leadership, decision making and

execution across segments and across

data insights product categories

Build a system ResultsOperating Model

Bank decided to monetize its transaction data by giving its affiliated Clients (Corporate Clients) to a segmented audience to promote co-branded offers

Life stage &

Lifestyle

Profitability

Behaviours

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Money savers

Married Profession

als

Core contributors

CENTRALISED

250 million monthly marketing impressions

5 million monthly responses “conversions”

E-mails Direct marketingWeb

% valid

customers

touch points

Response

rate

response

value

50 % 85 %35 %

2 / month 2 / month4 / month

1,2% 3,5%0,4%

20 $ 25 $10 $

60 million customers

Estimated revenue

$100-120M in monthly fees

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Use Cases

Wyzwania

AGENDA


CHALLENGES FOR BEING BIG IN DATA MONETIZATION

20

Privacy

& Opt In

Partnering for B2B &

Domain Expertise

Distribution

Model

Data

Relevance

DATA DRIVEN TRANSFORMATION IS CRUCIALFOR SUCCESS IN DATA MONETISATION

COMPLIANCE & AUDYTOWALNOŚĆ

MODEL OPERACYJNYUZASADNIENIE BIZNESOWE

(INICJATYWY)

$

BEZPIECZEŃSTWO DANYCH

MODEL DANYCH

OPERACJONALIZACJA ANALITYKI

(WNIOSKI I DECYZJE)

WIZJA I STRATEGIA TRANSFORMACJI

PRYWATNOŚĆ DANYCH

ARCHITEKTURA DANYCH

JAKOŚĆ DANYCH

DATA GOVERNANCE

NARZĘDZIA I PLATFORMY

POŁĄCZENIE DANYCH

KOMPETENCJE

MODEL BIZNESOWY

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