Social CRM

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Social CRM

• michel.bruley_at_teradata.com

Extract from various presentations Altimeter,
Forrester, Teradata Aster,
December 2012
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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.
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SCRM in six questions
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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

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Targets Pyramid
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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)

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Engage Across Multiple Functions
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Consumer Social Web Tools
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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!

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SCRM Touch-point Management
Customer Analytics Population targeting
segmentation analysis
Outbound-initiated Marketing(via asynchronous
channels)
Inbound-initiated Marketing (via Synchronous
channels)
Inbound Interaction Management Deploy
event-driven, 11, best-next-action
recommendations at the point of interaction
during the interaction
Marketing Campaign Management Convert outbound
campaigns into 11, event-driven, connected
customer conversations over time
Real-time
Just-in-time
Mail
Email
SMS
Web 2.0
Call Ctr
Branch
IVR
ATM
Web SlfSvc
Goal is to create a customer engagement
You ARE engaged
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Customer Behavior Analysis
BI Tools
Database Tools
Monitoring Tools
EMAIL CORRESPOND-ENCE DATA
ONLINE BANKING DATA
STORE VISION PLATFORM DATA
CALL CENTER DATA
BRANCH TELLER DATA
CUSTOMER PROFILE DATA
CUSTOMER SURVEY DATA
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Aster MapReduce Analytics Portfolio
PATH ANALYSIS Discover Patterns in Rows of
Sequential Data
TEXT ANALYSIS Derive Patterns and Extract
Features in Textual Data
STATISTICAL ANALYSIS High-Performance Processing
of Common Statistical Calculations
SEGMENTATION Discover Natural Groupings of Data
Points
MARKETING ANALYTICS Analyze Customer Interactions
to Optimize Marketing Decisions
DATA TRANSFORMATION Transform Data for More
Advanced Analysis
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Big Data Social Analysis See the Network

• Understand connections among users and
  organizations

Examples

• Challenges
• 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

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Aster Data Capabilities for Text Data

• Pre-built SQL-MapReduce functions for text
  processing

Custom and Packaged Analytics

• 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

Aster Data nCluster
App
App
App
App
App
App
Aster Data Analytic Foundation
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Building Visitor Paths from Clickstream Data

• nPath Time Series Analysis identifies customer
  transitions between departments

Clickstream Data Clickstream Data Clickstream Data
hit_time_gmt visid prop1
2012-03-06 204207 138 Bedding Bath
2012-03-06 204303 138 Bedding Bath
2012-03-06 204655 138 Sports Toys
2012-03-06 204732 138 Bedding Bath
2012-03-06 204753 138 Bedding Bath
2012-03-06 204842 138 Bedding Bath
2012-03-06 205204 138 Home Garden
2012-03-06 205732 138 Home Garden
nPath Function
nPath Results
prop1 visid hit_time_gmt
Bedding Bath, Sports Toys 138 2012-03-06 204207
Sports Toys, Bedding Bath 138 2012-03-06 204655
Bedding Bath, Home Garden 138 2012-03-06 204732
Teradata Aster nPath Analysis Discover Patterns
in Rows of Sequential Data
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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 indicating Serious Shoppers
  outside the norm
• Likely to search for higher priced items

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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
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SCRM Traditional Data
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SCRM New Data
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SCRM Analytics
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SCRM Traditional Analytics Tools
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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)