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Real time marketing lessons from Suncorp. One company. Many brands 8.5 million customers Touch...
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Transcript of Real time marketing lessons from Suncorp. One company. Many brands 8.5 million customers Touch...
Real time marketing lessons from Suncorp
One company. Many brands
8.5 million customers
Touch 40% of adult Australians
Banking Insurance Wealth
Real Time MarketingWhat we have today
Interaction Collect data Store Analyse Decision Next
interaction
Latency of days to weeks
Transactional Structured Constrained capacity
Manual Batched Authenticated customer
Some hype pushed by vendors
Structured to unstructured
Think table driven to algorithm driven
Super big data not needed
Big DataOur take on it
If RTM is not new...What has changed?
“ACT NOW!”
Real Time MarketingWhat we need tomorrow
Interaction Collect data Store Analyse Decision Next
interaction
Latency of milliseconds to hours
Transactional Structured
Behavioural Interaction In & out of
system
Unstructured
Unconstrained capacity
Machine learning
Real time Near real
time
Current interaction
Anonymously identified user
Lower the cost of growth + Deepen our connections with customers
By
Unlocking value of data
Continuous conversations
Personalising user experiences
RTM– this time round
Reduce complexity
Connect data
Enforce standards
Experiment
Prove capability
Look for partners to learn from
Common leads engine for all F/E
Analytical bandwidth and bench-strength
Content bandwidth & bench-strength
Source from same data marts
Upgradable toolsets
Iterate progress with business users
Thank you