Copyright © 2001, SAS Institute Inc. All rights reserved.
The SAS Solution for Enterprise Marketing Automation - Opening Session Demo
Randy Betancourt & Nelle SchantzWorld Wide Marketing SAS Institutue
Copyright © 2001, SAS Institute Inc. All rights reserved.
CRM is a process with key stepsCustomer Focus
Case study approach for a bankWill lead you through the process and associated
technology with slides and a demo
Copyright © 2001, SAS Institute Inc. All rights reserved.
What is CRM ?
A shift in emphasis from: Mass to individualProduct to customerAcquisition to retentionFunction to experience Shareholders to customers
A Strategic Initiative that enables a company to become customer centric. Key components include people, process andtechnology.
Copyright © 2001, SAS Institute Inc. All rights reserved.
E-mail/Fax Server
Web Server
Direct Mail
Sales Force
Call Center
Offer, Message Customization
Next Message
Business Rules
Real-Time Differentiation
Customer Experiences
Message Delivery
Execution Personalization & Automation
B.I. and Data Mining
Customer Data Warehouse
LegacyData Island
Internal Data
External Data
Extra
ct, T
rans
form
, Loa
d Planning/Reporting
Analysis & Segmentation
Modeling & Data Mining
Tracking
FEEDBACK
Sale
s & T
rans
actio
n D
ateOverview of Marketing Process
Real-time Marketing Database
From Quaero’s “Competitive Analysis” report
Copyright © 2001, SAS Institute Inc. All rights reserved.
First step in the process is to develop a plan and identify the business objectiveReports
Scenario is that quarterly goals are not being met and the credit card revenues are particularly down
Relevant factors include:Need for fast delivery of campaign and associated resultsNeed to reduce cost of campaignCompetition is going after the same high value customersDeclining revenue quarter to quarter
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Plan the business objective1. Decision is made to create a campaign to attempt to convert
gold to platinum users
2. To lower costs, a test campaign will be executed to confirm expected results
3. A test campaign approach promotes $ savings for a more efficient outbound communications
4. A personalization strategy will be used for more effective communication
Copyright © 2001, SAS Institute Inc. All rights reserved.
CompleteCustomerDatabase
Sales Force
Web
Call Center
Direct Mail
Building a Customer Centric View
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A Case for Warehouse Administration
CompleteCustomerDatabase
A successful warehouse effort will evolve to a high level of
complexity, increasing need for effective information management
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Insight into data preparation
• SAS/WA is used to access and read several disparate data sources to create a customer-centric data warehouse
• The SAS Data Quality solution is used to clean names and addresses
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Data preparation Demonstration
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Quantitative Target – Who is likely to respond ?InsightModel
Enterprise Miner 4.1 is used for the building of a predictive model
Various techniques are used in EM to get the best performing model that will be used to identify the population of targets most likely to respond
Copyright © 2001, SAS Institute Inc. All rights reserved.
CompleteCustomerDatabase
Data Mining
DatabaseProfiling
Data Mining
CRM Analytics
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Enterprise Miner Demonstration
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Target has dual meaning depending on the type of user
Targets
Opt in Gold Customer with a propensity to upgrade > .5
The quantitative user produces the model that assigns a propensity score to a customer
The campaign management user does the selection of the population to target that the propensity score can be executed to create the list of customers for the list pull
Copyright © 2001, SAS Institute Inc. All rights reserved.
Steps Involved in Setting up a Campaign:Review the Company’s campaign time line
Define the campaign and the communications
Define the audience (Selection Manager)
Review audience (reporting and analysis)
Prioritise
Split Cells
Define Export template
Execute Campaign (Scheduler)
Evaluate Campaign (reporting and analysis)
Copyright © 2001, SAS Institute Inc. All rights reserved.
Each Step is a Marketing Automation OpportunityReview campaign time line Improve Campaign Planning
Define campaign and communications Improve Tracking
Define audience (Selection Manager) Improve Selection Targeting
Review audience (analysis) Improve Productivity
Prioritise Improve Communication
Split Cells Increase Personalization
Define Export template Improve Delivery Reliability
Execute Campaign (Scheduler) Capitalize on Opportunities
Evaluate Results (reporting, analysis) Improve Communication Timing
Copyright © 2001, SAS Institute Inc. All rights reserved.
Here we see that the scoring model from
Eminer has been registered with the Campaign Manager
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We also see valuable metadata being shared
between the Statistician and the Marketer
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We now choose the business rule that defines the target
group for our campaign
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We define a target group for our Platinum Card Campaign, from Gold Card Clients who:
- Has Opted In (Y)- Has a Gold Card (Prod 8)- Has a Good Propensity to Upgrade (> .5)
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We now choose a cell split to
subset the target group by channel
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We subset the target group further by
communication channel. Our campaign has email and call
center channels
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We check our campaign calendar, so that we can more effectively plan and
place our new campaign
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We complete the campaign reference data. This captures all
of the important information about our campaign, like goal, budgetary and date information
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Now we execute our campaign for the email
channel
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We assign the previously defined target group for our
email channel
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We select the target group for
the email channel
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Now we choose our predefined export
template.
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We choose an export definition
for our email blaster
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We choose the appropriate
responses that we expect from our email channel
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We seed our list
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We schedule our campaign for
execution
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We see the generated
target group for our email channel
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..Registering an existing SAS model within
Selection Manager…..
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SAS Campaign Manager Demo
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Act – Putting the campaign in actionCampaign
• Email is used to execute the campaign to a channel• Development of the creative graphics (HTML)• Merging of creative with personalized parameters• Email delivery• Monitoring of results (open/click thru)
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Email Demonstration
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CompleteCustomerDatabase
Data Mining
DatabaseProfiling
Data Mining
CRM Campaign Management
CampaignManagement
Close-loop decisioning
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Monitor
Monitor
• Can monitor which offer performance by customer• Assess test cell• Prepare for rollout
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View results
Results
• Review results of the email campaign on a personal digital assistant
• Synched up with desktop machine on a regular basis
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Summary : CRM is a processCustomer Focus
Several technology components of the SAS solution for CRM were applied:SAS/WAData QualityEnterprise MinerEMA solution
Copyright © 2001, SAS Institute Inc. All rights reserved.
Summary : CRM is a process
Workflow of CRM process included:
Define the business objectiveMake a predictive model, create a target listAct on the target list with an outlined campaign
- bind list to campaign- bind export definition to campaign- bind response variable to campaign- bind seeds to campaign- schedule the campaign
Execute, track, and monitor the campaign, close the loop for the next iterative process
Copyright © 2001, SAS Institute Inc. All rights reserved.
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