20131203 03 sas_schiechl_arnold big data for business
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Transcript of 20131203 03 sas_schiechl_arnold big data for business
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Arnold Schiechl SAS
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Copyr igh t © 2013 , SAS Ins t i tu te Inc . A l l r i gh ts reserved .
Big Data, Bigger Marketing USER – ERKENNTNISSE AUS DEM KUNDENVERHALTEN
Arnold Schiechl SAS Institute Austria
Wien, 03. Dezember 2013
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Copyr igh t © 2012 , SAS Ins t i tu te Inc . A l l r i gh ts reserved .
SAS INSTITUTE AUSTRIA IHR REFERENT
Arnold Schiechl Senior Business Consultant [email protected] Center of Excellence Customer Intelligence, SAS D-A-CH
www.sas.de
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AGENDA USER – ERKENNTNISSE AUS DEM KUNDENVERHALTEN
SAS – das Unternehmen
BIG DATA, Bigger Marketing
WEVE – konsequentes „BIG DATA“ Advertising
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Copyr igh t © 2012 , SAS Ins t i tu te Inc . A l l r i gh ts reserved .
2012 2005 2000 1995 1990 1985 1980 1976
SAS – DAS UNTERNEHMEN 360°Power für Ihre integrierte Unternehmenssteuerung
Weltweit vertrauen Kunden an mehr als 65.000 Standorten – und 90% der FORTUNE Global 500® Unternehmen – auf Softwarelösungen von SAS.
Dr. James H. Goodnight CEO & Gründer von SAS
• Grösstes Softwareunternehmen in privater Hand • Gegründet 1976 in Cary, North Carolina • 13.500 Mitarbeiter in 52 Ländern • Seit 1982 mit über 500 Mitarbeiter in
9 deutschsprachigen Niederlassungen • Great Place to Work
Umsatzentwicklung 1976-2013
Umsatz in DACH 2013 135 Mio. €
Investition in F&E 25 %
ERFOLG Das Urteil der Analysten Dauerhafte Mehrwerte
durch prämierte Lösungen
Umsatz International: 2,87 Mrd. US$
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THE FORRESTER WAVE™: BIG DATA PREDICTIVE ANALYTICS SOLUTIONS, Q1 2013
“SAS (Leader) proves an analytics powerhouse. With an unwavering focus on data analytics since 1976, SAS offers a broad set of tools for predictive analytics, an architecture that supports multiple platforms, in-database analytics, in-memory analytics, and significant market presence. SAS has more than 19,500 unique customers in 135 countries. Forrester estimates that well over 3,000 are using predictive analytics.”
Link: http://www.forrester.com/pimages/rws/reprints/document/85601/oid/1-KWYFVB
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Magic Quadrant Integrated Marketing Management
Completeness of Vision A
bilit
y to
Exe
cute
LEADERS CHALLENGERS
NICHE PLAYERS VISIONARES
MAGIC QUADRANT 10 - 2013 INTEGRATED MARKETING MANAGEMENT
“SAS is a Leader in the Integrated Marketing Management market for its robust capabilities and market momentum across analytical, executional and operational marketing processes. Clients should consider SAS for its robust IMM capabilities and strong focus on Marketing Performance Management and Advanced Analytics.”
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BIG DATA, BIGGER MARKETING DIE DIGITALE WELT HAT DIE KUNDENKOMMUNIKATION VERÄNDERT
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DIE NEUE WELT DER KOMMUNIKATION TRANSFORMATION
Kunden mit Macht: Vermehrung der digitalen Kanäle
Phänomen Datenexplosion: Big Data vs. Right Data
Der „neue“ CMO: doppelte Kompetenz in einer Funktion
analytical creative
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DIE NEUE WELT DER KOMMUNIKATION TRANSFORMATION
einfach & konsistent interagieren
individuelle Bedürfnisse zielsicher treffen
Reputation verdienen und erhalten
Angebote, die einfach • zu finden, • zu recherchieren, • zu verstehen sind
Empfehlungen • erzeugen Vertrauen • verbreiten sich von selbst • schaffen Loyalität
Verhalten Erfahrung Social Media
Multiple Wege • kanalübergreifend • orts- und zeitunabhängig • Gerätevielfalt
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DIE NEUE WELT DER KOMMUNIKATION GOOGLE: WIE WÄHLEN KUNDEN BANK-PRODUKTE?
88%
78%
62%
… der Kunden suchen online nach Finanzprodukten
… der gesamten Recherchezeit für Kreditkarten wird online verbracht Im Durchschnitt etwa 3h 20min
… der gesamten Recherchezeit für Immobilienkredite wird online verbracht Im Durchschnitt etwa 11h 25min
3%
29%
68%
Wo schließen die Kunden Ihre Finanzprodukte ab?
Smartphone
Filiale
Online
Recherche nach Finanzprodukten
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DIE NEUE WELT DER KOMMUNIKATION DER KUNDE HÄLT DEN SCHLÜSSEL FEST IN DER HAND
Der neue Kunde wird unpersonalisierte Kommunikation nicht mehr dulden!
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Reaktion und Interaktion
Werbeerlaubnis
DIE NEUE WELT DER KOMMUNIKATION RELEVANZ SCHAFFT AKZEPTANZ
richtiger INHALT richtiges MEDIUM richtiger ORT richtige ZEIT
Persönliche Informationen
Der neue Kunde entscheidet über die Bedingungen der Kommunikation.
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DIE NEUE WELT DER KOMMUNIKATION ANALYTISCHE ENTSCHEIDUNGEN
Customer Lifetime Value Share of Wallet Customer Link Analytics Social Media Analytics Standortanalysen
Online-Verhaltensanalyse Forecasting & Prognose Kündigungsprognose
Kundensegmentierung Response-Optimierung Cross & Up Selling
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DIE NEUE WELT DER KOMMUNIKATION OPTIMIERTE OMNI-CHANNEL-PROZESSE
Machine to Machine Call Agent Tablet Social Media Fax
Email Online Stores
Beratung Brief Smartphone
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WEVE Advertising-M-Commerce-Plattform
20 Millionen 80%
registrierte Teilnehmer des Mobilmarktes in den UK
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Copyr igh t © 2012 , SAS Ins t i tu te Inc . A l l r i gh ts reserved .
WEVE Advertising-M-Commerce-Plattform
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SAS® REFERENZ WEVE M-Commerce-Plattform für starke Marken
Business-Modell für
Mobile Network Operators
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SAS® REFERENZ WEVE M-COMMERCE-PLATTFORM FÜR STARKE MARKEN
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SAS® REFERENZ WEVE M-COMMERCE-PLATTFORM FÜR MARKEN
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Copyr igh t © 2012 , SAS Ins t i tu te Inc . A l l r i gh ts reserved .
SAS® REFERENZ WEVE M-COMMERCE-PLATTFORM FÜR MARKEN
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SAS® REFERENZ WEVE
Veröffentlichung auf
campaignlive.co.uk im July 2013
http://www.campaignlive.co.uk/news/1190013/
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SAS® REFERENZ WEVE
Anwendungs-Beispiel 1
LOCATION BASED MARKETING BEI TESCO
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SAS® REFERENZ WEVE LOCATION BASED MARKETING BEI TESCO
Anwendungs-Beispiel 1
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SAS® REFERENZ WEVE LOCATION BASED MARKETING BEI TESCO
SAS Kampagnen-management
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SAS® REFERENZ WEVE LOCATION BASED MARKETING BEI KLEENEX
Anwendungs-Beispiel 2
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Recommendations findet die meisten Regeln eigenständig
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WERTORIENTIERTE KUNDENANSPRACHE
SAS Real-Time / Batch Kommunikation für WEVE
Kampagnen-management
Marketing-optimierung
Echtzeit-Kommunikation
Vordefinierte Angebote
Optimierte Angebote
“Batch”
“Realtime” Marketing Operations
Management
SAS Advanced Analytics Reporting Risiken Prognosen Social Media Verhalten
Master Data Management
SAS ADVANCED ANALYTICS
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Copyr igh t © 2012 , SAS Ins t i tu te Inc . A l l r i gh ts reserved .
WERTORIENTIERTE KUNDENANSPRACHE SAS ADVANCED ANALYTICS
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SAS CUSTOMER INTELLIGENCE www.sas.com
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Copyr igh t © 2013 , SAS Ins t i tu te Inc . A l l r i gh ts reserved .
Big Data, Bigger Marketing USER – ERKENNTNISSE AUS DEM KUNDENVERHALTEN
Arnold Schiechl SAS Institute Austria
Wien, 03. Dezember 2013