Transcript CI Overview Presentation

Analytics and the
Customer Experience
Larry Mosiman
June 18, 2009
Copyright © 2007, SAS Institute Inc. All rights reserved.
Analytics and the Customer Experience
 Context – Communication and the customer experience
 What it takes to be successful
 Where can this approach be used?
 Examples
Copyright © 2007, SAS Institute Inc. All rights reserved.
Analytics and the Customer Experience
 Context – Communication and the customer experience
 What it takes to be successful
 Where can this approach be used?
 Examples
Copyright © 2007, SAS Institute Inc. All rights reserved.
Analytics and the Customer Experience
 Context – Communication and the customer experience
 What it takes to be successful
• Reliable, broad, and deep Customer Insight
• Relevant and personal Customer Interactions
• Continuous Improvement
 Where can this approach be used?
 Examples
Copyright © 2007, SAS Institute Inc. All rights reserved.
Analytics and the Customer Experience
 Context – Communication and the customer experience
 What it takes to be successful
• Reliable, broad, and deep Customer Insight
• Relevant and personal Customer Interactions
• Continuous Improvement
 Where can this approach be used?
 Examples
Copyright © 2007, SAS Institute Inc. All rights reserved.
Analytics and the Customer Experience
 Context – Communication and the customer experience
 What it takes to be successful
• Reliable, broad, and deep Customer Insight
• Relevant and personal Customer Interactions
• Continuous Improvement
 Where can this approach be used?
 Examples
Copyright © 2007, SAS Institute Inc. All rights reserved.
Cabela’s
 Largest direct marketer, and a leading specialty
retailer, of hunting, fishing, camping and related
outdoor merchandise - $2.3 billion in sales.
 Design promotional offers using analytically driven
customer insight.
 Tailor direct marketing offers to customer
preferences
 Understand the value of customers across all
channels.
Copyright © 2007, SAS Institute Inc. All rights reserved.
Carnival Cruise Line
 Manage the customer experience for multiple
aspects of a cruise
 Leverage data and analytics to understand their
cruisers and improve their experience
 Marketing example
Copyright © 2007, SAS Institute Inc. All rights reserved.
Marketing example: Carnival Cruise Line
Behaviors
Demographics
Attitudes/Psychographics
Segmentation
Copyright © 2007, SAS Institute Inc. All rights reserved.
Carnival segmentation example
Primary
Segmentation
Dimension
(Behavior)
Loyalist
1 Time
Customer
Secondary
Segmentation
Dimension
(Lifestage)
Couples
Build Contact
Strategy Around
These Segments
Mature
Families
With Kids
Channel
Preference
Customers
Prospect
Top
Spenders
Low Rate
Shoppers
Copyright © 2007, SAS Institute Inc. All rights reserved.
Targeted
Communications
Grocery
 Relevant email specials
 Order online
 Shopping carts with monitors
• Communicate offers during the shopping experience
• Scan as you go
• Look up recipes
• Encourage impulse buying
Copyright © 2007, SAS Institute Inc. All rights reserved.
Gaming
 Casino, nightclubs, concert hall, restaurants, spa
 Patron data across all areas
 Analytics used for targeted offers
Copyright © 2007, SAS Institute Inc. All rights reserved.
Other Areas
 The online customer experience … Online analytics
 The challenge of managing across channels
 Many other examples
• Disease Management
Copyright © 2007, SAS Institute Inc. All rights reserved.
Copyright © 2007, SAS
Copyright
Institute
© 2009,
Inc. All
SAS
rights
Institute
reserved.
Inc. All rights reserved.