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October 2002 Campaign Tracking & Analysis Module (CTAM) ~ Concept Design Hugh McKay
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October 2002 Campaign Tracking & Analysis Module (CTAM) ~ Concept Design Hugh McKay.

Mar 29, 2015

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Page 1: October 2002 Campaign Tracking & Analysis Module (CTAM) ~ Concept Design Hugh McKay.

October 2002

Campaign Tracking & Analysis Module (CTAM) ~ Concept Design

Hugh McKay

Page 2: October 2002 Campaign Tracking & Analysis Module (CTAM) ~ Concept Design Hugh McKay.

2ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS

Why CTAM ?

• Post Campaign Analysis and tracking has always suffered from reprioritisation when there have been resource limitations

•The need to remove the ad hoc nature of campaign analysis to regular reporting for efficiencies

•Accessibility of Campaign results by all of Portfolio Management and wider Cards in a consistent format

Page 3: October 2002 Campaign Tracking & Analysis Module (CTAM) ~ Concept Design Hugh McKay.

3ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS

What is in CTAM

Accessed through Essbase there will be 4 modules once fully implemented

Phase I - implementation 1/10/02

Base CampaignPortfolio

Phase II – Implementation due ??Complex CampaignNiche

Demographic measuresMore complex key measures

Page 4: October 2002 Campaign Tracking & Analysis Module (CTAM) ~ Concept Design Hugh McKay.

4ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS

Phase I implementation

Base CampaignAllows the end user to view campaigns and drill down by dimensions :

Total Campaign, Cell, Offer and compare Mailed to responders to control groups(where available)

Data is available as either tabular or graph time series for key performance Measures

as requested in the BRD

PortfolioAllows the user to view the same key performance measures as for base campaign but at the portfolio level. The portfolio dimensions that can be selected are : product, revolving status, market segment, loyalty, scheme, acquisition channel, customer segment, bill code

By providing this information users can compare campaign performance versus portfolios in addition to controls.

Page 5: October 2002 Campaign Tracking & Analysis Module (CTAM) ~ Concept Design Hugh McKay.

5ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS

Monthly Updating

CampaignsData on a campaign becomes available once responders are loaded, a parameter file drives the number months of data presented pre and post campaign. Typically, the campaign will be tracked for 6 months of historic data pre mail date and 2 yrs post mail date. All campaigns will be updated monthly, with data typically available mid month.

PortfoliosPortfolio measures will be updated monthly in line with campaigns going forward. The Statement measures are available for 27 months.The End of Month measures will start from July 2002

NicheTypically 12 months of historic data (where available) will be loaded and subsequently tracked forward according to requirements

Page 6: October 2002 Campaign Tracking & Analysis Module (CTAM) ~ Concept Design Hugh McKay.

6ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS

Building a system – Key milestones

1. Design and build key cyclic measures table (AUSSCORE) including initial population of 24 months data and monthly load process - 1 record per account,(1.87m records) - 1923 fields per record - 27 months of rolling data - approx 36K cylinders of data storage ($8k per month)

- approx CPU cost of $60K to load initial data 2. Develop Weekly loading procedures to AUSPROMO3. Develop monthly extract and merge process from AUSPROMO and AUSSCORE

to SAS 4. - approx cost of $30K to extract to date, approx $10K per month ongoing5. Develop Driver file for campaign monitoring (start and end dates)6. Develop in SAS summarised data for Essbase cube load7. Develop Essbase reporting suite8. Load past campaigns to AUSPROMO

Page 7: October 2002 Campaign Tracking & Analysis Module (CTAM) ~ Concept Design Hugh McKay.

7ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS

CTAM structure

Market Pulse Campaign Module

(CTAM Phase II)

Contact Selection (Market Pulse, DMIS, SAS)

Selected

Mailhouse & Systems Excludes

Contacted

Response Rules (Market Pulse, DMIS, SAS)

Response

Banking & Demog Data x Campaign / Portfolio x Account

AUSSCORECurrent

AUSSCOREPrevious...

M O N T H L Y

Summarise by Segment / Cell

REPORTINGCustomer Segments x Month x Performance

AUSPROMOAll Customer Contact x Campaign x Cell x

Response

WEEKLY

Page 8: October 2002 Campaign Tracking & Analysis Module (CTAM) ~ Concept Design Hugh McKay.

8ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS

Loading campaigns to AUSPROMO

Page 9: October 2002 Campaign Tracking & Analysis Module (CTAM) ~ Concept Design Hugh McKay.

9ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS

Campaign selection and contact …

CAMPAIGN BRIEF (Business Case, Extract,

Analysis, Fulfil)

SelectedTarget & Control

FORMAT

Extract targets from Market Pulse / DMIS

Manipulate data in SAS and assign cells

Exclusions – Address,

block code, delinquency

Contacted

Target

Direct Mail

PIF

Statement

SYSTEMSMAILHOUS

E

Triad

AcquireInsuranc

e

SYSTEMSAUSSTMT fields

– Statement mailed, hopper

code

MAILHOUSEReturned mailfile - formatted with required fields

FORMAT

FORMAT

AUSPROMOAll Customer Contact x Campaign x Cell x

Response

WEEKLY

UPDATE

WEEKLY APPEND

Weekly Change Report

BACKO

UT CO

DE

Historical Contacted

Target

Historical SelectedTarget & Control

MAILFILE DATASETS

SELECTION DATASETS

Page 10: October 2002 Campaign Tracking & Analysis Module (CTAM) ~ Concept Design Hugh McKay.

10ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS

Extracting and manipulating performance

data

Page 11: October 2002 Campaign Tracking & Analysis Module (CTAM) ~ Concept Design Hugh McKay.

11ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS

Collating performance data by segment …

AUSSCOREAccount

dimensionsDemography

Account status

AUSPROMOAll Customer Contact x Campaign

x Cell x Response

AUSSCOREStatement dimensionsSpend,Fees

InterestLoyalty

Autotag records if Campaign analysis required for processing month

Automatically identify Portfolio or Niche membership and extract data

DIMENSION: Campaign / Portfolio / Niche DATA: Banking / Demographic / Time

LEVEL: Account

Ma

tch

e

ach

C

am

pa

ig

n /

P

ort

foli

o /

N

ich

e

reco

rd

in

AU

SP

RO

MO

w

ith

ba

nki

ng

b

eh

avi

ou

r a

nd

d

em

og

ra

ph

ic

pro

file

a

nd

ta

g

with

p

roce

ssin

g

mo

nth

DIMENSION: Campaign / Portfolio / Niche DATA: Banking / Demographic / Time LEVEL: Dimension Statement & EOM

SUMMARISE / AVERAGE FOR EACH DIMENSION

The whole process requires automation, driven by Campaign analysis periods and

Portfolio / Niche segment definitions. It will run automatically when calendar month data is available each month.

Page 12: October 2002 Campaign Tracking & Analysis Module (CTAM) ~ Concept Design Hugh McKay.

12ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS

Reporting to Portfolio

Management

Page 13: October 2002 Campaign Tracking & Analysis Module (CTAM) ~ Concept Design Hugh McKay.

13ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS

Page 14: October 2002 Campaign Tracking & Analysis Module (CTAM) ~ Concept Design Hugh McKay.

14ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS

Control (Type = C) Mailfile (Type = M)

Responded (Y, N or P) ~ Campaign specific

View results

Choose campaign

Choose cell

Choose period

Reporting Campaign

Choose view

Page 15: October 2002 Campaign Tracking & Analysis Module (CTAM) ~ Concept Design Hugh McKay.

15ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS

Page 16: October 2002 Campaign Tracking & Analysis Module (CTAM) ~ Concept Design Hugh McKay.

16ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS

Page 17: October 2002 Campaign Tracking & Analysis Module (CTAM) ~ Concept Design Hugh McKay.

17ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS

Page 18: October 2002 Campaign Tracking & Analysis Module (CTAM) ~ Concept Design Hugh McKay.

18ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS

Page 19: October 2002 Campaign Tracking & Analysis Module (CTAM) ~ Concept Design Hugh McKay.

19ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS

AUSSCORE The file

Purpose:Predictive Datamart Extracts

Initial subset of around 20,000 accounts Validation of key algorithms pre campaignCTAM ExtractApplication of key algorithms over whole base Scoring and cycling of bad and doubtful debts

Features:Combined account view covering transferred accounts

There is no central account number.Identifies and uses the correct statement

Changes in cycle date can cause statement skipsTransferred before / after statement date

Page 20: October 2002 Campaign Tracking & Analysis Module (CTAM) ~ Concept Design Hugh McKay.

20ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS

Preselection process

AUSSCORE Measures by Dimensions

SAS Dataminer produces Algorithm

Extract

20000

Records

Convert to M204 UL

SAS Results

M204 ResultsCompare ResultsAUSSCORE

Results stored

Page 21: October 2002 Campaign Tracking & Analysis Module (CTAM) ~ Concept Design Hugh McKay.

21ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS

AUSSCORE The file

File size:Uses 36730 Cylinders 70 fields have 27 months history 33 fields are either Static or Invisible

Design:Monthly update

Single or many recordsSingle record chosen

Multiple or Single OccurrencesDue to potential Data Quality we chose Single

Move monthly 1 to 2 ,2 to 3 etcUser Language only available

Page 22: October 2002 Campaign Tracking & Analysis Module (CTAM) ~ Concept Design Hugh McKay.

22ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS

AUSSCORE The file

Features:About 1200 fields are Non Occurs

Scanning time and space used (3600 bytes)

Define fields as occurs fields limit of 743 individual fieldsMultiply Occurs could solve this

Maximum of one page of occurs fields

Define first occurrence as occurs front of recordFast access as the latest is access most often

Using Float 4 could cause rounding errors

Account number is 16 digits cannot be Ordered NumberPacked with DP would save space

Extension records using Prime IRNsIncreased

Page 23: October 2002 Campaign Tracking & Analysis Module (CTAM) ~ Concept Design Hugh McKay.

23ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS

AUSSCORE The file