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Information Excellence2014 Jul Knowledge Share Session

Meenal Ashtikar, ACROTREND

Customer Analytics in Event Management Context

Hosted by

Meenal Ashtikar: IEG Session 2014 Jul

Customer Analytics in Event Management Context

Compete life cycle case study in improving the event turnout and success.

Meenal Ashtikar

3

Meenal heads the Customer Insights and Analytics team at Acrotrend. She has over 15 years of IT experience delivering excellent results for multiple FTSE clients.

She is engaged in helping their clients’ Sales, Marketing and Customer Service functions apply Customer Insights and Analytics(CIA), BI, Data Discovery technologies and concepts to realize business value from their customer acquisition, retention and profitability programmes.

Meenal also regularly facilitates workshops on Customer Insights and Analytics for executives, CEOs, VP and Line-of-business Heads, preparing them with outside-in approaches, frameworks and methodologies to apply for successful CIA programmes.

Meenal AshtikarHead, Customer Insights and Analytics

ACROTREND

Customer Analytics in Events Management

Meenal Ashtikar Head – Customer Insights and Analytics

Acrotrend

Customer Analytics

Events Management Industry

Customer Analytics in Event Management Industry

Questions…

Agenda

Businesses are asking hard questions about how to improve their customer experience in a limited resource environment

How do we reengage our core customers?

How do we sharpen our focus to attract new customers?

How can I optimize my sales force?

How do I get more from my existing customers?

Sales

How valuable are my customers to me? Do they all provide the same value?

How do we speak to the heart of customer wants and needs?

How do changes in price impact our customers?

How can we strategically target customers to reduce marketing costs?

Marketing

How do we improve customer retention?

How do we allocate resources more effectively to improve the service experience?

How do I align channels, service requests, and customers to optimize service?

Customer service

View on Customer Centricity

Customer

Create a Unified View of Each

Customer

Build Innovative Customer

Experiences

Learn from Each Customer

Interaction

Personalize Each Customer

Interaction

Present a Single Company

Personality

Deliver on real-time Perform event-based communication Gain immediate feedback Provide Insights linked to customer

touchpoints

Create consistent segmentation and interaction rules

Move towards personalization Tailor interactions to individual Tailor content to individuals

Conduct CRM data analytics for customer acquisition, growth and retention

Convert customer insights into actions

Improve continuously

Manage multi-channel customer contact

Build brand personality One company with consistent rules

Analyze and track customer interactions overall all customer contact channels

Consolidate customer data Utilize Internal and external data

A variety of critical customer data inputs can be used to answer sales marketing and customer service questions through Customer Insights & Analytics solutions

Customer experience

audit

Third-party data

Behavioral data

“Voice of the

Customer”

Voice of the company

Sales

Customer service

Inputs Outputs

Enabling capabilities Single view of customer Contact history Change management and organization design Business process redesign

Performance measurement / business intelligence Analytical systems Data warehousing / architecture Knowledge management

$ 1234

5689

Bu

sin

ess

val

ue

Customer

Insights & Analytics

Customer value

Bu

sin

ess

ch

alle

nge

Marketing

A few Event Management Companies Reed Exhibitions, UBM, Gartner

What is their Business Model?

Who are their customers?

Overview of Events Market

Analytics-based strategy

Demographic Data

Subscription Information

Social Data

Mobile Data

Event Data (Badge

Swipes, Class Attendance, etc.)

Email Data

+

External Data (Profile

Information, Behavior Data)

Customer Analytics

Product Strategy

Marketing Strategy

Pricing Strategy

How we started

Business Workshops with Steering Co Understand business drivers

Current business processes

Functional Aspirations

Reality Check Information requirements and availability

Low hanging fruits

Business value

Ready to go?

Suggested ‘All-inclusive’ Targeting

Online and Live Event Content Engagement

Topical Metadata

Topical Metadata

Topical Metadata

Topical Metadata

Events Topical

Metadata

Lead Nurturing

Topical Metadata

Webinars Topical

Metadata

• Metadata generated from content created and engaged with from live events

• As users engage with these products, metadata gets attached to them with a weightage assigned based on level of engagement, recency, etc.

• As the promotion is underway, the matched users get highly personalized emails inviting them to attend certain events

Sources

Reporting Component

Advanced Analytics

Component

Generating a holistic view of customers by: • Merging Customer data from

Online and offine sources • Ensuring data quality and

consistency

Create an integrated View of customer

ff

Provide visibility to customer information

Solution Summary

Content Data

Reg data

Marketing Data

Social

Data made available in Data Warehouse

Providing coherent information to aid decision making by: • Storing Customer

information across time and across event

• Ensuring availability of relevant information

Data Warehouse Component

Data Integration: Extract Transform Load

(ETL) Component

Develop complete understanding of customers

• Report on customer sources • Report on customer, content

consumption & registrations • Report on customer

behaviour

Generate insights to improve customer

engagement

• Identify potential attendees based on their personas

• Customer • Demographics • Payments • Registration • Click throughs • BEhaviours

Results Delivered

Analytics-driven emails were opened at an average of 16.03% – compared to an

average of 12.57% for general marketing emails.

27% Uplift

Thank You!

Community Focused

Volunteer Driven

Knowledge Share

Accelerated Learning

Collective Excellence

Distilled Knowledge

Shared, Non Conflicting Goals

Validation / Brainstorm platform

Mentor, Guide, Coach

Satisfied, Empowered Professional

Richer Industry and Academia

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