Drs. Rene van der Laan @ireneus69 #DDM14
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Drs. Rene van der Laan
@ireneus69
#DDM14
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
BESLISSEN IS MOELIJK... OF TOCH NIET?!
RENE VAN DER LAAN, 5 NOVEMBER – NYENRODE, SYMPOSIUM DATA-DRIVEN MARKETING
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
RENE – IN DATA
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
RENE – IN DATA
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
RENE – IN DATA
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
RENE – IN DATA
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
RENE – IN DATA
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
RENE – IN DATA
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
RENE – IN DATA
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
RENE – IN DATA
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
RENE – IN DATA
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
RENE – IN DATA
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
RENE – IN DATA
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
RENE – IN DATA
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
RENE – IN DATA
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
RENE – IN DATA
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
ALARM
SYSTEM
ALARMS
SYSTEM
NETWORK
Katie:
#Talent
on The
Voice!
Scott:
Let’s watch
House of
Cards!SALE ALERT:
12 pk Soft Drinks
@Albert Heijn
Mom: Feed the
dog
Personalized User Experience
Programming / Content
Recommendations
Churn detection: based on viewership
patterns
1
2
3
Social Media integrated with
Ratings
Targeted Advertising
Offer and price optimization
4
5
6
1
5
6
4
3
2
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
VOLUME
VARIETY
VELOCITY
VALUE
TODAY THE FUTURE
DA
TA
SIZ
E
THRIVING IN THE BIG DATA ERA
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
CUSTOMER DNA
Who they are
What they buy
How they use it
Their potential
Theirvalue
Their loyalty
What they say
How they interact
Who they influence
CustomerInsight
360°Hindsight
Insight
Foresight
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
CUSTOMER
EXPERIENCEVISION – APPLIED BIG DATA INSIGHTS
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
MARKETING
TODAY
CUSTOMERS DO NOT THINK IN CHANNELS
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
MARKETING
TODAY
DEVICES ARE MORE THAN ONE CHANNEL
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
MARKETING
TODAY
DEVICES ARE MORE THAN ONE CHANNEL
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
MARKETING
TODAY
NO CONSISTENCY WITHOUT CONSISTENT DATA
Login:
172802844
Apple ID:
Mobile:
+31 653 425 104Twitter ID:
@ireneus69
Email:
Fixed Line:
+31 35 69969 00
Facebook Token:
AAACNg1ulZCUYBAHEZCxbJTSO…
Skype ID:
renevdlaan
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
CUSTOMER
DECISION HUB
ONLY ANALYTICS CAN HANDLE THE COMPLEXITY
10 Mio. Decisions
12 Bill. Decisions
600 Mio.Decisions
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
CUSTOMER
DECISION HUB
CENTRAL DECISION LOGIC ACROSS ALL CHANNELS
CUSTOMER DECISION HUB
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
CUSTOMER
DECISION HUBCONCEPT
CUSTOMER DECISION HUB
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
CUSTOMER
DECISION HUBCONCEPT
CUSTOMER DECISION HUB
Sales programs
Service-Activities
Marketing campaigns
Regular communications
Contact strategies
Events, Trigger
Analytical models
Transactional data
Potentials, Risk
History
Contact rules
Strategic decisions
Priorities
Constraints
Channel/Budget restrictions
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
CUSTOMER
DECISION HUBCONCEPT
CUSTOMER DECISION HUB
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
CUSTOMER
DECISION HUBCONCEPT
CUSTOMER DECISION HUB
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
CUSTOMER
DECISION HUB
CONCEPT
CUSTOMER DECISION HUB
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
CUSTOMER
DECISION HUB
CONCEPT
CUSTOMER DECISION HUB
Co p y r ig ht © S A S I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
CUSTOMER
DECISION HUBGROWTH PATH TO EVOLVE
CentralRules repository
Contact Policy Rules, Constraints, Limitations, Optimization Objectives
1
Implementation of dedicated Inbound-and Outbound-Scenarios
2Continuous Enhancements
More Scenarios, Channels, Types of Interactions
3
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .
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