Customer centricity for media companies

Customer Centricityfor Media CompaniesNGDATA Webinar – June 10th 2014

2Copyright 2014. Confidential – Distribution prohibited without permission

New channels adopted by the Customer

Airplane Telephone Radio Television PC Internet iPod Facebook

Years until mass adoption

68 years

50 years

38 years

22 years

14 years

7 years 3 years 2 years


New channels adopted by the Customer

0

We are here

Tablets

Smartphones

Personal Computers

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012e 2013e 2014e 2015e 2016e

Global Internet Device Sales

1,000,000,000

500,000,000

1,500,000,000

2,000,000,000

2,500,000,000

3,000,000,000


The Value of Data

However, few companies have been able to implement

Source: Econsultancy, Digital Marketing Exchange

of those surveyed believe that "personalization is critical to our current and future success”

94%


Connecting with the Customer

Preferences

Affinities

Context

Behavior


Barriers to Customer Experience Management

regard IT roadblocks and lack of technology as barriers to adopting or improving personalization

Source: Econsultancy, Digital Marketing Exchange

No Solutions – No Automation – Manual Work – Low ROI

84%


Customer Experience Customer spamming is doing more damage than good

Company& Customer

Activity

CustomerCRM

Systems

CustomerWeb & Mobile

Customer Channel Campaigns

CustomerService Desk

Social Data

Website &online apps

Mobile App Server

Mail

SMS

Print

Broadcast

Offers

direct mail

ATM

web

Agent, IVR

email

mobile

chat

Relevance?Awareness?

Value?Timing?Clarity?


I have a customer - what are the top 3 products he is likely to buy?

Answering the Tough Questions…

Which top hundred customers are likely to buy my product X today?

What is the best channel to connect with my customer, and when?

How can I turn around my most valuable potential churners?


The Personalization Customer Experience“I have a customer – what does that customer value most?”

Customer Service Desk

CustomerWeb & Mobile

Customer Channel Campaigns

Social Data

Company &Customer Activity

CustomerCRM Systems

Mail SMS

Broadcast

Print

Mobile AppServer

Customerwebsite &

online apps

direct mail

ATM

web

Agent, IVR

email

mobile

chat


Towards a new architectureOne single customer view

Online

Print

Mobile

Network

App Phone

Call Centre

CDR

Shop

POS

Personalization

Acquisition

Journey

ARPU / CLTV

Marketing

Advertising

Churn

Fraud

www

Print

Mobile

Network

App Phone

Call Centre

Shop

POS

CDR

Personalization

Acquisition

Journey

ARPU / CLTV

Marketing

Advertising

Churn

Fraud


Overcome “Analysis Paralysis”

Proactively Engage

with Customers

Cope with plethora of data




Big DataReal TimeAnalytics

Traditional Analytic Systems

What will happen?What do I need to do?

What has happened?Why?

Large VolumesUnstructured & Structured Data

Real-Time SystemsBatch Systems

Sampled DataStructured Data

What is different?

“My traditional BI environment will give the answers tomorrow of yesterday’s problem”

- CIO Leading EU media group


Lily Customer DNA - Value

• Bigger: Scale trumps Smarter and Better• Results Driven: Actionable DNA• “AND” not “OR”: Co-existing with DW/BI• Prescriptive: Trends better than Values• Big Data Governance• Continuous learning• Objective: Facts on everyone’s desk• Architecture: One Single View

Discover the Unknown Unknowns with a single view of your customers always available…

Analytics Transactions Strategic

Machine Learning

Bigger is Better

Current BI Solutions

Prescriptive

Customer DNAResults-Driven

Genius of “AND”

Maximize Architecture

Objectivity

Governance

Use Cases for Media


Applied to Subscription-based BusinessesCustomer Lifetime Value (Inbound, Outbound, Risk)

• Acquisition

• Customer experience improvement

• Personalized content & service

• Brand & loyalty improvement

• Cross & upsell

• Targeted ads

• Customer-centric audience dashboards

Media Companies


Examples:• Signal upcoming shows (match user profile and EPG)• Detect issues with services -> provide more guidance• Detect issues with apps -> adaptive more guidance• Detect a customer’s habits in using apps -> adaptive interfaceBenefits: • Improve Customer Experience / Branding• More visitors / viewers• More successful apps

Improve User ExperienceBy providing Personal Services to Customers

Smart Phone

Tele Sales

Online OnlineOnline Online

Socio-Demographic Transactional Engagement

Real-time

Single Customer View

Customer DNA

OnlineOnline

Personal Guidance

Smart Phone

Using The Single Customer View, the Customer DNA and detailed User Profiling, offer the Customer additional Services, such as Alerting, Suggestions and Customized Apps to improve User Experience.

Smart Phone

Smart Phone

Tele Sales

EPGApps VOD

Alerting & Messaging


More effective:• Increased advertising revenues• Improved conversion ratios• Improve customer experience• More direct delivery of the right message on the right device

at the right timeMore efficient: • More campaigns with the same resources• Facilitate the creation of targeted campaigns• Reduced advertising costs• Reduce channel costs

Targeted AdvertisingUsing micro-segmentation and the segment of one

Smart Phone

Tele Sales


Socio-Demographic Transactional Engagement


Customer DNA The RightAd

Real-time

Smart Phone

Smart Phone

Content

Smart Phone

Tele Sales

AdsLocation

OnlineOnline

Effective and Efficient Advertising Execution

Onsite Advertising & Real-Time-Bidding

Using The Single Customer View, the Customer DNA and Micro-Segmentation and Propensity to Buy Metrics, allow the media company to maximize his on-site publishing and RTB interactions in real-time

Sources also include location and ads – as the marketing actions may differ depending on where your are.

Smart Phone


Improve Brand and LoyaltyBy providing Cross-channel Personalized Content

Benefits:• Improved brand experience• Increased interest and loyalty• More time spent on website• More visitors• Personalized newsletters• More successful apps

Using The Single Customer View, the Customer DNA and detailed User Profiling, allow the editor to present the right content to the right user, on the right device and at the right time. Online OnlineOnline Online

Socio-Demographic Transactional

Smart Phone

Tele Sales

Engagement


Customer DNA The RightAd

Real-time

Smart Phone

Smart Phone

Content

Tele Sales

Location

OnlineOnline

Effective and Efficient Marketing Execution

Smart Phone


Real time dashboards allow you:• to measure your audience’s true engagement• to measure how long they’re actively consuming your content• to identify what are the devices used• to determine the source of the visitorLily EnterpriseTM allows you: • to have this information available in real time• to drill down to the individual user• to have trending data available enabling more predictive

analytics

Customer-Centric Audience DashboardsBy aggregating Real-time Metrics


Socio-Demographic Transactional

Real-time


Customer DNA

Smart Phone

Using The Single Customer View, the Customer DNA provide the editors a real time view on who is reading / watching specific content via real time dashboards.

Smart Phone

Tele Sales

Engagement

Smart Phone

Smart Phone

Content

Real Time Dashboards


Broadcaster

DNA

Click Streams

Live AudienceDashboards

Cross-Brand of Publisher

Single View of Customer

Broadcaster

brand

Customer-Centric Audience DashboardsCross-publisher & -brands

Broadcaster


Experience the Difference with Lily

Listen Bigger.

VO

LU

ME

Learn Faster.

SP

EED

Execute Smarter.

AN

SW

ER

S

Volumes of Data

Availability

Questions Answered

Start working with Lily to discover results from Day 1

Zettabytes

Exabytes

Petabytes

Terabytes

Gigabytes

Seconds

Minutes

Hours

Days

Weeks

Unknown Unknowns

Known Unknowns

Known Knowns

DW/BIDW/BIDW/BI


Customer centricity for media companies

Data & Analytics

customer value

confidential distribution

customer centricity

permission barriers

permission examples

value of data

permission new channels

plethora of data