Big Data and Social CRM

www.decideo.fr/bruley

Social CRMSocial CRM

[email protected]

December 2012December 2012

Extract from various presentations: Altimeter, Forrester, Teradata Aster, …


What is Social CRM?What is Social CRM?

CRM was about managing the customer

Social CRM is about engaging with the customer“Social CRM is a business strategy designed to engage the customer in a

collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment.

It's the company's response to the customer's ownership of the conversation.”


SCRM in six questionsSCRM in six questions


What are your targets?What are your targets?

Anyone who takes an interest in your organization should be considered as a target

– Follower• Facebook Page Member• Reads your blog• Signs up for Newsletter

– Supporter• Donor• Volunteer• Advocate• Event Goer

– Organizer• More involved• Plans meet-ups / events

– Leader• Cream of the crop• May actually become a part of the organization


Most important shiftMost important shift

Outreach

Supporters

VolunteersDonors

AdvocatesEvents

Followers

NewslettersWeb Site

Organizers

Chosen Few

Leaders

Lucky to get one or two

Targets Targets PyramidPyramid


Advocates are created through continuous– Engagement (conversation)

– Transparency (visibility)

– Authenticity (honesty, straightforward behavior)

Approach to Advocacy - Strategy– Value Proposition: Creation of experiences and tools with products and services designed to

appeal to a commonwealth of interest based on unique insights

– Customer Strategy: Outreach to customers/potential advocates, Property development for customers – communities, tools, products, services available via company, Godin: Date your customers

– Continuous Effort: Ongoing feedback, outreach, data tracking, program development, Constant desire for customer insight – not just data collection

The metrics of advocacy - Net Promoter Score – Referrals as metrics– The one question that you need to ask your customer is “Would you recommend my company

to someone you know?”

– Measured against the detractors to come up with score, Word of Mouth most influential, Customer Lifetime Value (CLV), Customer Referral Value (CRV), Customer Brand Value (CBV)

Advocacy: the Social CustomerAdvocacy: the Social Customer


Engage Across Engage Across MultipleMultiple Functions Functions


Consumer Social Web ToolsConsumer Social Web Tools

BlogsBlogs PodcastsPodcastsSocial Social

NetworkNetworkServicesServices

WikisWikis MicroBlogMicroBlogss VideoVideo DiscussioDiscussio

n Forumsn Forums WidgetsWidgets

Online Online Reviews Reviews

& & RatingsRatings


What Is Your Content Strategy?What Is Your Content Strategy?

Twitter, Facebook, Blogs – all tactical ways to spread the word

All too often people focus on the method of delivery and not the content!

WhoWho WhatWhat HowHow

WhitepapersAnnual ReportsBreaking NewsEvent Invites

WhitepapersAnnual ReportsBreaking NewsEvent Invites

TwitterFacebook

EmailBlog

TwitterFacebook

EmailBlog


Outbound-initiated Marketing(via asynchronous channels)

Inbound-initiated Marketing (via Synchronous channels)

Inbound Interaction Management

Deploy event-driven, 1:1, “best-next-action” recommendations at the point of interaction

– during the interaction

Mail Email SMS Web 2.0 Call Ctr Branch IVR ATMWeb SlfSvc

Real-timeJust-in-time

Goal is to create a customer engagement

You ARE engaged

Marketing Campaign Management

Convert outbound campaigns into 1:1, event-driven, connected customer conversations – over

time

Customer Analytics

Population targeting & segmentation analysis

SCRM: Touch-point ManagementSCRM: Touch-point Management


Customer Behavior AnalysisCustomer Behavior Analysis

BI Tools Database Tools Monitoring Tools

STORE VISION PLATFORM

DATA

CALL CENTER DATA

EMAIL CORRESPOND-

ENCE DATA

BRANCH TELLER DATA

ONLINE BANKING DATA

CUSTOMER PROFILE DATA

CUSTOMER SURVEY DATA


Aster MapReduce Analytics Aster MapReduce Analytics PortfolioPortfolio

PATH ANALYSISDiscover Patterns in Rows of

Sequential Data

TEXT ANALYSISDerive Patterns and Extract

Features in Textual Data

STATISTICAL ANALYSISHigh-Performance Processing

of Common Statistical Calculations

SEGMENTATIONDiscover Natural Groupings

of Data Points

MARKETING ANALYTICSAnalyze Customer

Interactions to Optimize Marketing Decisions

DATA TRANSFORMATIONTransform Data for More

Advanced Analysis


ExamplesExamplesChallenges• Large number of entities with rapidly

growing amount of data for each

• Connectivity changing constantly

Aster Data Value•SQL-MapReduce® function for Graph Analysis eases and accelerates analysis•Ability to store and analyze massive volumes of data about users and connections

• High loading throughput and incremental loading to bring new data into analysis

Big Data Social Analysis: See the Big Data Social Analysis: See the NetworkNetwork

Understand connections among users and organizations

• Link analysis: predicting connections (among people, products, etc.) that are likely to be of

interest by looking at known connections

• Influence analysis: identifying clusters and influencers in social networks


• Data transformation utilities

- Pack: compress multi-column data into a single column

- Unpack: extract nested data for further analysis

• Web log analysis

- Sessionization: identify unique browsing sessions in clickstream data

• Text analysis

- Text parser: general tool for tokenizing, stemming, and counting text data

- nGram: split text into component parts (words & phrases)

- Levenstein distance: compute “distance” between words

Aster Data Capabilities for Text Aster Data Capabilities for Text DataData

Pre-built SQL-MapReduce functions for text processing

Data Data Data

Aster Data Analytic Foundation

SQL SQL-MapReduce

App App AppApp App App

Custom and Packaged Analytics

Aster Data nCluster


Building Visitor Paths from Clickstream Building Visitor Paths from Clickstream DataData

nPath Time Series Analysis identifies customer transitions between departmentsnPath Time Series Analysis identifies customer transitions between departments

Clickstream Data

hit_time_gmt visid prop1

2012-03-06 20:42:07 138 Bedding & Bath

2012-03-06 20:43:03 138 Bedding & Bath

2012-03-06 20:46:55 138 Sports & Toys

2012-03-06 20:47:32 138 Bedding & Bath

2012-03-06 20:47:53 138 Bedding & Bath

2012-03-06 20:48:42 138 Bedding & Bath

2012-03-06 20:52:04 138 Home & Garden

2012-03-06 20:57:32 138 Home & Garden

prop1 visid hit_time_gmt

[Bedding & Bath, Sports & Toys] 138 2012-03-06 20:42:07

[Sports & Toys, Bedding & Bath] 138 2012-03-06 20:46:55

[Bedding & Bath, Home & Garden] 138 2012-03-06 20:47:32

nPath Function

nPath Results

Teradata Aster nPath AnalysisDiscover Patterns in Rows of Sequential Data


What were Shoppers Searching What were Shoppers Searching for?for?

Find “serious shoppers” who browse 5+ products in a

session.

After browsing, they perform 2+ fruitless searches, within 10 pages of each other.

Within 5 pages of the last fruitless search,

they abandon the site, perhaps frustrated.

Comparison of Fruitless Searches by Serious Comparison of Fruitless Searches by Serious ShoppersShoppers

• Slope trend down indicating Serious

Shoppers outside the norm

• Likely to search for higher priced items

• Slope trend down indicating Serious

Shoppers outside the norm

• Likely to search for higher priced items


Marketing Strategy for SuccessMarketing Strategy for Success

Multi-Touch AttributionMulti-Touch Attribution Go beyond “last click” and identify which ads and

channels perform the best Quantify which ads lead (attribute) to conversion Calculate true ROI on a per ad basis Run time-sensitive promotions by knowing which ads

convert the fastest.

Where should I increase my Marketing Where should I increase my Marketing Spend to drive higher ROI?Spend to drive higher ROI?

Customer Journey Leading to Purchase on Online StoreCustomer Journey Leading to Purchase on Online Store


SCRM: Traditional DataSCRM: Traditional Data


SCRM: New DataSCRM: New Data


SCRM Analytics SCRM Analytics


SCRM Traditional Analytics ToolsSCRM Traditional Analytics Tools


SCRM Analytics, Insight, and SCRM Analytics, Insight, and IntelligenceIntelligence

Enrich traditional approaches:• Customer Profiling• Value Segmentation

• Behavioral Segmentation• Propensity Modeling

• Clustering• Basket Analysis

• Risk & Churn Modeling• Response Modeling

• Recommendation Engines (Next Best Offer)

Social Media Analytics: Analyze conversation data, Identify advocates of, and threats to, corporate reputation and brand, Quantify interaction among traditional media/campaigns and social media activity, Establish a platform for social CRM strategy

Big Data and Social CRM

Business

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