APPLYING BIG DATA @ STYRIAHOW WE USE BIG DATA IN STYRIA FOR END-CONSUMER MARKETING

CHRISTIAN LÄMMERER FRANZ WEISSENBÖCKMANAGING DIRECTOR STYRIA MARKETING SERVICES DATA SCIENTIST STYRIA MARKETING SERVICES

- FOUNDED IN 1869 - 3 CORE MARKETS à AUSTRIA, SLOVENIA, CROATIA- 2.700 EMPLOYEES - CORE AREAS:

• DAILY AND WEEKLY NEWSPAPERS• MAGAZINES • BOOKS • RADIO• CLASSIFIEDS & BEST BUY

STYRIA MEDIA GROUPWHO IS

YOUR KEY FOR LASTING SUCCESS

Styria Marketing Services, your partner for personal customer contact!

3. CUSTOMER LOYALITY

1. DATA SCIENCE

2. CUSTOMER ACQUISITION

CUSTOMER

INDIVIDUAL CUSTOMER CONTACT

UNDERSTANDING YOUR

AUDIENCE

MAKE DATA SMART

CREATE CUSTOMER INSIGHT

DISCOVER SECRETS

FOR OUR BIG DATA TEAMGUIDELINES

USE CUSTOMER

DATA-KNOWLEDGE

ONLY WE HAVE

MAKE DATA CONCRETE &

USABLE

REDUCE COMPLEXITY

OF TOO MUCH DATA

THINK AUDIENCE NOT MEDIA

OUR FOUNDATION IS A

END-CUSTOMER-DATABASE FOR ALL STYRIA-BRANDS

IN AUSTRIA

OUR APPROACH TODATA DRIVEN MARKETING

Step #2USE DATA SCIENCE

TO REVEAL CUSTOMER INSIGHTS

& BRAND SECRETS

Step #1PROVIDE SELF

SERVICE TOOLS FOR USERS BASED ON

SMART DATA

Step #3USE MACHINE

LEARNING ALGORITHMS & ARTIFICIAL

INTELLIGENCE

PLENTY OF DIFFERENT DATA SOURCES GENERATE MILLIONS OF DATASETS

SOLUTION: WE DEVELOPED ALGORITHMS TO SIMPLIFY AND REFINE OUR DATA FOR

KEY USERS

SMART DATA SETS ARE PROVIDED IN CRM

ENABLING KEY USERS TO USE DATA THROUGH SELF

SERVICE

SELF SERVICEEMPOWERMENT THROUGH

SEEING THE BIG PICTURE & USING ALL DATA FOR

CUSTOMIZED MARKETING CAMPAIGNS IS ALMOST

IMPOSSIBLE

WE CALL THIS REFINEMENT „SMART DATA“ BECAUSE

DATA GETS CONCRETE

ACCESS DATA WITH „EASY-TO-USE & REALTIME-

TOOLS“ WITHOUT HELP OF IT

SIMPLE COMPLEX

LIT

TL

E

DAT

AM

UC

H D

ATA

age group

academic

interests throughparticipation

cool off

contact intensity

delivery days

quality of delivery

offer-exploits

active since

subscription status

online-offline link

EXAMPLES OF DATAWE GENERATE

BASED ON DATA WE DEVELOP A SCORING MODEL

TO PREDICT POSSIBLE CANCELATIONS

WITH DATA SCIENCEDISCOVER SECRETS

WORKING THE CHURN RATE IS IMPORTANT FOR OUR NEWSPAPER BRANDS. DATA SCIENCE IS A KEY TOOL TO IDENTIFY CUSTOMERS WHICH ARE MOST LIKELY TO CHURN

AND HENCE TO RE-ALLOCATE MARKETING RESSOURCES ACCORDINGLY.

WE CONNECT AS MANY DATA AS POSSIBLE AND ANALYSE ITS INPUT

REGARDING CHURN RATE

WE THEN CAN USE ONEATTRIBUTE TO SELECT THE RIGHT CUSTOMERS

FOR LOYALTY PROGRAMS

FOR HIGH CANCELLATION POTENTIALSSCORING

CONNECT DATA IDENTIFY RELEVANT VARIABLES

PUT VARIABLES IN RELATION & DEVELOP

SCORECARD

APPLY SCORECARD TO ALL CUSTOMERS

CLUSTER CUSTOMERS INTO SEGMENTS

START LOYALTY PROGRAMS

WITH ARTIFICIAL INTELLIGENCEIMPROVE CUSTOMER EXPERIENCE

AI „READS“ AND CATEGORIZES

CONTENT

MACHINE-LEARNING-ALGORITHMS CREATE

PERSONALRECOMMENDATION

FOR EACH CUSTOMER

MAKE IT PERSONAL:

INTELLIGENT & CONTENT BASED

INFORMATIONFOR

OUR USERS

DIFFERENT USER PROFILES ARE INPUT

VARIABLES FOR RECOMMENDATION

CONTACT DETAILSFOR A SMART INTERACTION

CHRISTIAN LÄMMERER

Managing DirectorT. +43 1 51414 292christian.laemmerer@styria.com

FRANZ WEISSENBÖCK

Data ScientistT. +43 1 51414 426franz.weissenboeck@styria.com

Styria Marketing Services GmbH & Co KGStyria Call & Mail GmbH & Co KGGraz: Gadollaplatz 1 | 8010 Graz | AustriaWien: Hainburger Straße 33 | 1030 Wien | AustriaKlagenfurt: Hasnerstraße 2 | 9020 Klagenfurt | Austria