Big Data and Social CRM

Editor's Notes

1. Opt-out and Do-not-contact (DNC) has slashed the total number of customers that they are effectively allowed to contact via traditional outbound marketing. Though you may have 3 million customers on your books, there may be only a much smaller sub-set that you can actually market to today. And this trend is not going away! We can help you reach these “marketing unreachables.” The portrait solution is unique in that it provides your company a clear roadmap for the future. To look at the evolution of campaign management in this diagram, we can see that marketing opportunity is not only “outbound initiated” in nature, but also may be leveraged via “inbound initiated” interactions as well. OUTBOUND: Our goal with outbound-initiated marketing is of course to create some kind of engagement from the customer that drives response. These typically happen via channels such as mail, email, SMS and others. This is what we’ve much of our time discussing today. INBOUND: What’s interesting is that if we look not only to the typically outbound-centric marketing channels but also to those that typically serve the inbound-initiated interactions, we can see that the customer is ALREADY engaged (vs. outbound, we are trying to create an engagement). This is because inbound interactions most commonly occur via the more “synchronous” channels, where both parties (i.e. the customer and the business) are engaged at the very same moment in time. Examples of these channels are web self-service, call centers, branches, IVR and even ATMs. In the sense that both parties are already engaged, this now becomes not just a marketing opportunity, but a selling opportunity (by operationalizing your campaigns). The amazing part is that many organizations have only viewing these inbound channels very much as “cost centers” to their business – rather than the “profit centers” that they should be. Quite literally, companies are leaving money on the table every day. And the results are staggering when these inbound channels are tapped. In fact, in contrast to typically outbound marketing, where a 2.5 response rate is considered tremendous… we have seen actual results that demonstrate that inbound campaign management results using our system can be more in the range of 40%! So --- what does this mean to you? It means that when you’re ready, Portrait can provide you a clear roadmap toward best-in-class processes that can help you reach these marketing unreachables and recapture this lost revenue – from the interactions that your customers are having RIGHT NOW.
2. Many times “Big Data” is focused on unstructured or new data that isn’t being analyzed today. Here is an example of Big Data Analytics on existing structured or relational data. All of the data was pulled from existing database systems, Teradata and Oracle, and loaded directly into Aster. Some of the data was unstructured in its original form but preprocessing was done on the data and then modeled into a relational database. So Big Data Analytics or MapReduce analytics can also analyze existing data as well as new data in the enterprise. The business questions that customer wanted to solve that they can’t solve easily today in SQL is “What events led up to a product purchase?” or “What events led up to a customer defection”. So we combined all these data subject areas and interactions and used our pattern and path to answer these questions.
3. Data behind previous visual – Omiture shows time id and department – same visitor went to multiple pages But it doesn’t show the path nPath shows that mr. ID moved from bedding and bath to the other departments at a specific time.
4. Searchers > fruitless searches – can the numbers used in the beginning be used again?
5. & Abandoned shopping cart analysis