Drs. Rene van der Laan

@ireneus69

#DDM14

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

BESLISSEN IS MOELIJK... OF TOCH NIET?!

RENE VAN DER LAAN, 5 NOVEMBER – NYENRODE, SYMPOSIUM DATA-DRIVEN MARKETING

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

RENE – IN DATA

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

RENE – IN DATA

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

RENE – IN DATA

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

RENE – IN DATA

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

RENE – IN DATA

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

RENE – IN DATA

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

RENE – IN DATA

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

RENE – IN DATA

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

RENE – IN DATA

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

RENE – IN DATA

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

RENE – IN DATA

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

RENE – IN DATA

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

RENE – IN DATA

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

RENE – IN DATA

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

ALARM

SYSTEM

ALARMS

SYSTEM

NETWORK

Katie:

#Talent

on The

Voice!

Scott:

Let’s watch

House of

Cards!SALE ALERT:

12 pk Soft Drinks

@Albert Heijn

Mom: Feed the

dog

Personalized User Experience

Programming / Content

Recommendations

Churn detection: based on viewership

patterns

1

2

3

Social Media integrated with

Ratings

Targeted Advertising

Offer and price optimization

4

5

6

1

5

6

4

3

2

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

VOLUME

VARIETY

VELOCITY

VALUE

TODAY THE FUTURE

DA

TA

SIZ

E

THRIVING IN THE BIG DATA ERA

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

CUSTOMER DNA

Who they are

What they buy

How they use it

Their potential

Theirvalue

Their loyalty

What they say

How they interact

Who they influence

CustomerInsight

360°Hindsight

Insight

Foresight

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

CUSTOMER

EXPERIENCEVISION – APPLIED BIG DATA INSIGHTS

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

MARKETING

TODAY

CUSTOMERS DO NOT THINK IN CHANNELS

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

MARKETING

TODAY

DEVICES ARE MORE THAN ONE CHANNEL

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

MARKETING

TODAY

DEVICES ARE MORE THAN ONE CHANNEL

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

MARKETING

TODAY

NO CONSISTENCY WITHOUT CONSISTENT DATA

Login:

172802844

Apple ID:

rene@example.com

Mobile:

+31 653 425 104Twitter ID:

@ireneus69

Email:

snlrla@sas.com

Fixed Line:

+31 35 69969 00

Facebook Token:

AAACNg1ulZCUYBAHEZCxbJTSO…

Skype ID:

renevdlaan

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

CUSTOMER

DECISION HUB

ONLY ANALYTICS CAN HANDLE THE COMPLEXITY

10 Mio. Decisions

12 Bill. Decisions

600 Mio.Decisions

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

CUSTOMER

DECISION HUB

CENTRAL DECISION LOGIC ACROSS ALL CHANNELS

CUSTOMER DECISION HUB

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

CUSTOMER

DECISION HUBCONCEPT

CUSTOMER DECISION HUB

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

CUSTOMER

DECISION HUBCONCEPT

CUSTOMER DECISION HUB

Sales programs

Service-Activities

Marketing campaigns

Regular communications

Contact strategies

Events, Trigger

Analytical models

Transactional data

Potentials, Risk

History

Contact rules

Strategic decisions

Priorities

Constraints

Channel/Budget restrictions

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

CUSTOMER

DECISION HUBCONCEPT

CUSTOMER DECISION HUB

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

CUSTOMER

DECISION HUBCONCEPT

CUSTOMER DECISION HUB

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

CUSTOMER

DECISION HUB

CONCEPT

CUSTOMER DECISION HUB

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

CUSTOMER

DECISION HUB

CONCEPT

CUSTOMER DECISION HUB

Co p y r ig ht © S A S I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

CUSTOMER

DECISION HUBGROWTH PATH TO EVOLVE

CentralRules repository

Contact Policy Rules, Constraints, Limitations, Optimization Objectives

1

Implementation of dedicated Inbound-and Outbound-Scenarios

2Continuous Enhancements

More Scenarios, Channels, Types of Interactions

3

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .

Co p y r ig ht © 2 0 1 3 , SAS I ns t i t ut e I nc . A l l r i g ht s r e s e r ve d .