Discover the value of an integrated decision making approach by Bo Sannung

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Speaking at the Marketing Automation Unplugged-event organized by SBD on February 5th, Bo Sannung presented SAS Institute's Marketing Decision Hub and the different problems it can solve for its users.

Technology

Copyr ight © 2014, SAS Institute Inc. All rights reser ved.
DISCOVER THE VALUE OF AN INTEGRATED
DECISION MANAGEMENT APPROACH
BO SANNUNG
5 FEBRUARY 2015

Copyr ight © 2014, SAS Institute Inc. All rights reser ved.

Copyr ight © 2014, SAS Institute Inc. All rights reser ved.
MARKETING
TODAY
IT IS AN OMNI-CHANNEL WORLD
Annual report, Allianz, Germany, 2013
(Insurance agents)
(Only Internet)
(Customer used a mix of channels)
Development of Allianz’ customer structure – car insurance example

Copyr ight © 2014, SAS Institute Inc. All rights reser ved.
DOES OUR OLD WAY OF ORGANIZING FIT THE REAL WORLD?
CEO
Sales Marketing
Customer
service
Online Social CRM
Business
development
R&D
Finance
IT
Assistent

Copyr ight © 2014, SAS Institute Inc. All rights reser ved.
BUDGETS ARE
ALLOCATED TO
DIGITAL
• Major global marketing high spenders are changing their budget
allocation from 70% on TV and print to only 40%
• Some even allocate as little as 20% – the rest is allocated to digital

Copyr ight © 2014, SAS Institute Inc. All rights reser ved.
BASICALLY
BRINGING
BRANDING…
… AND 1:1 MARKETING TOGETHER
Digital is measurable down to the single consumer making it possible
to merge digital data with off-line data and in this way
create a direct bridge to insight about the full customer
journey

Copyr ight © 2014, SAS Institute Inc. All rights reser ved.
TWO WORLDS
EXECUTION DECISION HUB

Copyr ight © 2014, SAS Institute Inc. All rights reser ved.
 Information Overload  Use Machine Learning  Reduce Time To Production

Copyr ight © 2014, SAS Institute Inc. All rights reser ved.
SAS
RECOMMENDER
WHY CONSIDER A RECOMMENDER SYSTEM?
• Amazon.com
• Apple
• Associated Press
• eHarmony
• Google
• IMDb
• LinkedIn
• RETAILERS
• FINANCIAL SERVICES
• TRAVEL
• HEALTHCARE
• MUSIC AND MOVIES
• NEWS
• SEARCH ENGINES
• ELECTRONICS
• RESTAURANT
• TICKETING
• EMPLOYMENT /
NETWORKING
• MATCHMAKING /
RELATIONSHIPS
• ETC.
• Netflix
• Pandora Media Inc.
• Rotten Tomatoes
• Spotify
• StubHub
• Yelp

Copyr ight © 2014, SAS Institute Inc. All rights reser ved.
MARKETING
AUTOMATION EMBEDDEDANALYTICS

Copyr ight © 2014, SAS Institute Inc. All rights reser ved.
CUSTOMER
DECISION HUB
DECISION HUB CONCEPT
CUSTOMER
DECISION HUB

Copyr ight © 2014, SAS Institute Inc. All rights reser ved.
CUSTOMER
DECISION HUB
THE MARKETING DECISION HUB
Sales programs
Service activities
Marketing campaigns
Ad hoc actions
Regular communications
Contact strategiesCUSTOMER
DECISION HUB

Copyr ight © 2014, SAS Institute Inc. All rights reser ved.
CUSTOMER
DECISION HUB
THE MARKETING DECISION HUB
Events
Analytical models
Transactional data
Context
Scores
Risk
Potentials
History
CUSTOMER
DECISION HUB

Copyr ight © 2014, SAS Institute Inc. All rights reser ved.
CUSTOMER
DECISION HUB
SOLUTION CONCEPT – THE MARKETING DECISION HUB
Contact rules
Strategic decisions
Priorities
Constraints
Channel restrictions
Budget limits
Contact permissions
CUSTOMER
DECISION HUB

Copyr ight © 2014, SAS Institute Inc. All rights reser ved.
CUSTOMER
DECISION HUB
THE MARKETING DECISION HUB
CUSTOMER
DECISION HUB

Copyr ight © 2014, SAS Institute Inc. All rights reser ved.
CUSTOMER
DECISION HUB
SOLUTION CONCEPT – THE MARKETING DECISION HUB
CUSTOMER
DECISION HUB

Copyr ight © 2014, SAS Institute Inc. All rights reser ved.
IMM CUSTOMERS IN FINLAND
Examples of Finnish IMM customers and successful results…
Veikkaus
Sanoma Media (Magazines)
Helsingin Sanomat
Ruutu
S-pankki
TeliaSonera
A-lehdet

Copyr ight © 2014, SAS Institute Inc. All rights reser ved.
QUESTIONS?

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sas.com
THANK YOU!

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3. Copyr ight © 2014, SAS Institute Inc. All rights reser ved. MARKETING TODAY IT IS AN OMNI-CHANNEL WORLD Annual report, Allianz, Germany, 2013 (Insurance agents) (Only Internet) (Customer used a mix of channels) Development of Allianz’ customer structure – car insurance example

4. Copyr ight © 2014, SAS Institute Inc. All rights reser ved. DOES OUR OLD WAY OF ORGANIZING FIT THE REAL WORLD? CEO Sales Marketing Customer service Online Social CRM Business development R&D Finance IT Assistent

5. Copyr ight © 2014, SAS Institute Inc. All rights reser ved. BUDGETS ARE ALLOCATED TO DIGITAL • Major global marketing high spenders are changing their budget allocation from 70% on TV and print to only 40% • Some even allocate as little as 20% – the rest is allocated to digital

6. Copyr ight © 2014, SAS Institute Inc. All rights reser ved. LARGE BUDGETS ARE GOING DIGITAL • In the early Internet days, everybody thought that brands could not be built in the Internet channel. Today, we know it can drive brand building even more effectively than in the old channels • The era of content marketing and omni-channel marketing has begun

7. Copyr ight © 2014, SAS Institute Inc. All rights reser ved. BASICALLY BRINGING BRANDING… … AND 1:1 MARKETING TOGETHER Digital is measurable down to the single consumer making it possible to merge digital data with off-line data and in this way create a direct bridge to insight about the full customer journey

10. Copyr ight © 2014, SAS Institute Inc. All rights reser ved. SAS RECOMMENDER WHY CONSIDER A RECOMMENDER SYSTEM? • Amazon.com • Apple • Associated Press • eHarmony • Google • IMDb • LinkedIn • RETAILERS • FINANCIAL SERVICES • TRAVEL • HEALTHCARE • MUSIC AND MOVIES • NEWS • SEARCH ENGINES • ELECTRONICS • RESTAURANT • TICKETING • EMPLOYMENT / NETWORKING • MATCHMAKING / RELATIONSHIPS • ETC. • Netflix • Pandora Media Inc. • Rotten Tomatoes • Spotify • StubHub • Yelp

13. Copyr ight © 2014, SAS Institute Inc. All rights reser ved. CUSTOMER DECISION HUB THE MARKETING DECISION HUB Sales programs Service activities Marketing campaigns Ad hoc actions Regular communications Contact strategiesCUSTOMER DECISION HUB

14. Copyr ight © 2014, SAS Institute Inc. All rights reser ved. CUSTOMER DECISION HUB THE MARKETING DECISION HUB Events Analytical models Transactional data Context Scores Risk Potentials History CUSTOMER DECISION HUB

15. Copyr ight © 2014, SAS Institute Inc. All rights reser ved. CUSTOMER DECISION HUB SOLUTION CONCEPT – THE MARKETING DECISION HUB Contact rules Strategic decisions Priorities Constraints Channel restrictions Budget limits Contact permissions CUSTOMER DECISION HUB

18. Copyr ight © 2014, SAS Institute Inc. All rights reser ved. IMM CUSTOMERS IN FINLAND Examples of Finnish IMM customers and successful results… Veikkaus Sanoma Media (Magazines) Helsingin Sanomat Ruutu S-pankki TeliaSonera A-lehdet

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