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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.