The Future of Customer Analytics (by Timo Elliott)
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Transcript of The Future of Customer Analytics (by Timo Elliott)
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The Future of Customer Analytics Timo Elliott, Jan 30, 2014 Public
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2014 SAP AG or an SAP affiliate company. All rights reserved. 3 Public
Our customers
produce more than
65% of the coffee and tea we drink each day
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2014 SAP AG or an SAP affiliate company. All rights reserved. 4 Public
Our customers
produce more than
70% of the worlds chocolate.
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2014 SAP AG or an SAP affiliate company. All rights reserved. 5 Public
Our customers
produce 64% of the worlds ice cream.
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2014 SAP AG or an SAP affiliate company. All rights reserved. 6 Public
Our customers
produce more than
72% of the worlds beer.
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2014 SAP AG. All rights reserved. 7
[email protected] @timoelliott timoelliott.com
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2014 SAP AG. All rights reserved. 8
Customer Analytics Trends
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73% of people surveyed wouldnt care if the brands
they use disappeared from their life.
Source: Co.Exist
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Millennials trust strangers over family and friends. They lean
on User-Generated Experiences for purchase decisions.
Source: Brian Solis Future of Business, 2013
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70% of buying experiences are based on how the customer
feels he or she is being treated.
Source: McKinsey
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More than 70% of customers surveyed believe small businesses
understand their customer better than large companies, know
their business/product better than large companies, provide a
more personal customer service experience than large
companies and are more concerned about my needs than
larger companies.
Source: : American Express Global Customer Service Barometer, 2012
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On average, loyal customers are worth up to 10 times as
much as their first purchase.
Source: White House Office of Consumer Affairs
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2014 SAP AG. All rights reserved. 14
Big Disruptions Ahead
Source: Forrester Research
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80% of CEOs think they deliver a superior customer
experience
Source: The New Yorker
-- but only 8% of customers agree.
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2014 SAP AG. All rights reserved. 16
The #1 Use of Big Data is Customer Analytics
Source: McKinsey
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2014 SAP AG. All rights reserved. 17
Which Business Decisions Benefit Most From Big Data?
Source: McKinsey
Market opportunity and segmentation
Customer retention
Products and service mix
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2014 SAP AG. All rights reserved. 18
What Is Big Data? The Google Summary
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2014 SAP AG. All rights reserved. 19
Big Data is at Peak of Inflated Expectations
but BI & Analytics still #1 Technology priority
for 2014
Source: Gartner
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By 2017, there will be close to $11 Billion in revenue from
35-million homes using home automation platforms
across the globe.
Source: GIGAom, 2013
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Wearable devices have grown by 2x month over month
since October 2012.
Source: Mary Meekers Internet Trends, 2013
Photo: Intel Free Press
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2014 SAP AG. All rights reserved. 23
The Datification of Daily Life
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2014 SAP AG. All rights reserved. 25
Well put more computers in our
laundry in a week
than weve used in our lifetime so far
Gartner
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2014 SAP AG. All rights reserved. 26
The Datification of Daily Life
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2014 SAP AG. All rights reserved. 27
Put Lego here the nice lego flash file!
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2014 SAP AG. All rights reserved. 28
The Datification of Daily Life
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2014 SAP AG. All rights reserved. 29
The Datification of Daily Life
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2014 SAP AG. All rights reserved. 33
Discover Hidden Trends
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2014 SAP AG. All rights reserved. 34
You Are Being Watched
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2014 SAP AG. All rights reserved. 35
Is Your TV Spying On You?
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2014 SAP AG. All rights reserved. 36
Spy Chips?
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2014 SAP AG. All rights reserved. 37
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2014 SAP AG. All rights reserved. 38
Edward James Snowden
Edward Joseph Snowden
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2014 SAP AG. All rights reserved. 39
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2014 SAP AG. All rights reserved. 40
Information becomes what you sell
i
i i
Business
ownership
Business
ownership
IT
ownership
IT
ownership
HBR: Analytics 3.0
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2014 SAP AG. All rights reserved. 41
Predictive
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2014 SAP AG. All rights reserved. 42
Understanding Customers
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2014 SAP AG. All rights reserved. 43
Barclays
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2014 SAP AG. All rights reserved. 46
Track Who Likes Your Products (And Why, And When)
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2014 SAP AG. All rights reserved. 47
Social Analytics
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2014 SAP AG. All rights reserved. 48
Orange Poland (Telekomunikacja Polska)
Churn model accuracy
improved by 47% with
social
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2014 SAP AG. All rights reserved. 50
Data-driven decision making played a huge role in creating a
second term for the 44th
President. In politics, the era of big
data has arrived. - Time Magazine
Engage Your Fans
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2014 SAP AG. All rights reserved. 51
What, When, and Where
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2014 SAP AG. All rights reserved. 52
Optimizing Sales
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2014 SAP AG. All rights reserved. 53
Deliver The Right Offer To the Right Customer
At The Right Time
Modeling time from 3 months to 3 days
Up to 4x increase in campaign response rates
From product to customer marketing
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2014 SAP AG. All rights reserved. 54
Add Customer Value in Real-Time
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2014 SAP AG. All rights reserved. 55
Coinstar
Inventory
Optimization
Real time Offers
Servicing
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2014 SAP AG. All rights reserved. 56
Optimize The Customer Experience With Playnomics
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2014 SAP AG. All rights reserved. 57
Perfect Your Pricing and Packaging
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2014 SAP AG. All rights reserved. 58
Personalized Offer Testing
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2014 SAP AG. All rights reserved. 59
Customer Experience
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2014 SAP AG. All rights reserved. 61
Reinvent Luxury Service
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2014 SAP AG. All rights reserved. 62
Be A Trusted Advisor
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2014 SAP AG. All rights reserved. 63
SAP Fashion Retail Brand Insight
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2014 SAP AG. All rights reserved. 65
Experience Intelligence
Center
Experience Intelligence
Center
Event Interception
Business Transformation
Make People Happy
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2014 SAP AG. All rights reserved. 66
Make People Happy
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2014 SAP AG. All rights reserved. 67
Mapping stores on STM lines
and stations
STM Partners stores.
Create a Commerce Eco-System
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2014 SAP AG. All rights reserved. 68
Interact with consumer in the field Run mobile marketing campaigns based
on consumer profile and location
Interact with consumer in real-time anywhere, anytime.
Design & run mobile marketing campaigns based on consumer profile and location
Analyze consumer behavior in the field
Create a Commerce Eco-System A platform for real-time interactivity between consumers, STM and partners
SAP Precision Retailing (On-Demand, Multitenant, High Performance, Scalable)
Receive information, discounts & Special offers
BI
CRM
Merchants
Outings
Transports
Partners
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2014 SAP AG. All rights reserved. 69
A Personalized, Multi-Vendor Customer Experience
Valid at this time
For my profile (segments)
In the store(s) nearby
Eligible offers
Top x
What time is it ?
Where am I?
What is my personal profile?
What is my CRM profile?
Select Rate & Order Deliver & Learn
What are my preferences ?
Where am I?
What is my personal profile?
What is my CRM profile?
The rating is based on the
learning engine and on the
characteristics of the shopping
context, the consumer
preferences, and the frequency
of presentation.
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2014 SAP AG. All rights reserved. 71
Omni-Channel Retailing
ERP Warehouse PLM CRM Data Pools Suppliers
BACK OFFICE
master data
platform
omni-channel logic order orchestration
omni-channel
touch points
FRONT OFFICE
TV console POS mobile call
center print social Web
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2014 SAP AG. All rights reserved. 72
Advanced personalization
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2014 SAP AG. All rights reserved. 73
Sharing Analytics With Your Customers
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2014 SAP AG. All rights reserved. 74
What Do These NBA Players Have in Common?
D.J. Mbenga
Tony Parker
Xavier Henry
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2014 SAP AG. All rights reserved. 75
Engage Your Fans
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2014 SAP AG. All rights reserved. 77
Sailing
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2014 SAP AG. All rights reserved. 78
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2014 SAP AG. All rights reserved. 79
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2014 SAP AG. All rights reserved. 80
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2014 SAP AG. All rights reserved. 81
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2014 SAP AG. All rights reserved. 82
Superbowl Predictions
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2014 SAP AG. All rights reserved. 83
Engage Your Citizens
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2014 SAP AG. All rights reserved. 84
Engage Your Students
In the past five years, taxpayers have spent $9Bn on college students who
drop out before year two
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2014 SAP AG. All rights reserved. 85
Learn Then Act Saving 1% in Student Retention can save my Universitys bottom line $1M a year
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2014 SAP AG. All rights reserved. 86
Make Yourself Invaluable
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2014 SAP AG. All rights reserved. 88
Data To Partners
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2014 SAP AG. All rights reserved. 89
Fleet Management Customers
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2014 SAP AG. All rights reserved. 90
Aggregate Insights
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2014 SAP AG. All rights reserved. 91
Conclusion
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2014 SAP AG. All rights reserved. 92
Technology is Important But Its Not About Technology
The stone age was marked by man's clever
use of crude tools; the
information age, to
date, has been marked
by man's crude use of
clever tools.
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2014 SAP AG. All rights reserved. 93
Innovation And Design Thinking
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2014 SAP AG. All rights reserved. 94
Unwire your business to deliver secure, real-time, business-critical information anytime, anywhere, to anyone, on any mobile device.
Run your business smarter, faster,
and simpler, with an integrated suite
of applications powered by SAP
HANA delivering long-term predictability and nondisruptive
innovation.
Applications
Explore and exploit data, find
answers in real time, and make
confident decisions. Harness
visually compelling, easy-to-use
tools on the devices of your
choice.
Analytics
Mobile
Simplify your IT infrastructure dramatically and drive high-value innovation by exploiting
across structured and unstructured data sources.
Database & Technology
A real-time business platform, powered by SAP HANA
Our portfolio combines the best of next-generation
technology to help you innovate, transform and grow
Capture the power of the cloud while fully integrating with on-premise investments. Empower your employees, engage customers, and collaborate with partners across business networks.
Cloud
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2014 SAP AG. All rights reserved. 95
Thank you!
Timo Elliott, SAP
Twitter: @timoelliott
Blog: timoelliott.com
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2014 SAP AG. All rights reserved. 97
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2014 SAP AG or an SAP affiliate company. All rights reserved. 99 Public
Product links
Products are linked because
they are bought by common
customers
The relationships can be
analysed using
community
detection