Big Data and Social CRM

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Information about Big Data and Social CRM
Business & Mgmt

Published on February 4, 2014

Author: MichelBruley



Social CRM is a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It's the company's response to the customer ownership of the conversation.

Social CRM Extract from various presentations: Altimeter, Forrester, Teradata Aster, … December 2012

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 questions

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

Targets Pyramid Leaders Lucky to get one or two Organizers Chosen Few Supporters Volunteers Donors Advocates Events Most important shift Followers Newsletters Web Site Outreach

Advocacy: the Social Customer 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)

Engage Across Multiple Functions

Consumer Social Web Tools Blogs Podcasts Social Network Services Wikis MicroBlogs Video Discussion Forums Online Reviews & Ratings Widgets

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! Who Who How How Whitepapers Whitepapers Annual Reports Annual Reports Breaking News Breaking News Event Invites Event Invites What What Twitter Twitter Facebook Facebook Email Email Blog Blog

SCRM: Touch-point Management Customer Analytics Population targeting & segmentation analysis Outbound-initiated Marketing Inbound-initiated Marketing Marketing Campaign Management Inbound Interaction Management Convert outbound campaigns into 1:1, eventdriven, connected customer conversations – over time Deploy event-driven, 1:1, “best-next-action” recommendations at the point of interaction – during the interaction Just-in-time Real-time (via asynchronous channels) Mail Email SMS Web 2.0 Goal is to create a customer engagement (via Synchronous channels) Web SlfSvc Call Ctr Branch IVR You ARE engaged ATM


Aster MapReduce Analytics Portfolio PATH ANALYSIS Discover Patterns in Rows of Sequential Data STATISTICAL ANALYSIS High-Performance Processing of Common Statistical Calculations MARKETING ANALYTICS Analyze Customer Interactions to Optimize Marketing Decisions TEXT ANALYSIS Derive Patterns and Extract Features in Textual Data SEGMENTATION Discover Natural Groupings of Data Points DATA TRANSFORMATION Transform Data for More Advanced Analysis

Big Data Social Analysis: See the Network Understand connections among users and organizations Challenges Examples • 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 • 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

Aster Data Capabilities for Text Data Pre-built SQL-MapReduce functions for text processing • • • 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 Custom and Packaged Analytics Aster Data nCluster App App App App App App Aster Data Analytic Foundation SQL-MapReduce SQL Data Data Data

Building Visitor Paths from Clickstream Data nPath 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 nPath Function Teradata Aster nPath Analysis Discover Patterns in Rows of Sequential Data nPath Results 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

What were Shoppers Searching 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 Shoppers •• Slope trend down Slope trend down indicating Serious indicating Serious Shoppers outside the Shoppers outside the norm norm •• Likely to search for Likely to search for higher priced items higher priced items

Marketing Strategy for Success Where should I increase my Marketing Spend to drive higher ROI? Multi-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. Customer Journey Leading to Purchase on Online Store

SCRM: Traditional Data

SCRM: New Data

SCRM Analytics

SCRM Traditional Analytics Tools

SCRM Analytics, Insight, and Intelligence 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 Enrich traditional approaches: • Customer Profiling • Value Segmentation • Behavioral Segmentation • Propensity Modeling • Clustering • Basket Analysis • Risk & Churn Modeling • Response Modeling • Recommendation Engines (Next Best Offer)

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