"Como você está preparado para a Personalização Digital?" Fernanda Benhami Gerente de Produtos Customer Intelligence, Soluções, SAS
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1 "Como você está preparado para a Personalização Digital?" Fernanda Benhami Gerente de Produtos Customer Intelligence, Soluções, SAS
2 MARKETPLACE TODAY A NEW CONTEXTUALLY ENABLED ECOSYSTEM
3 MARKETPLACE TODAY A NEW CONTEXTUALLY ENABLED ECOSYSTEM
4 THE FUTURE OF MARKETING NOW THE COLLISION OF TWO WORLDS Marketing campaign management lead management marketing life stage / event triggers predictive modelling lifetime value optimization customer data Advertising audience monetization location based targeting mobile marketing display advertising video & television networks & exchanges 3 rd party data
5 CMO S MOST WANTED CMO S MOST WANTED Customer Experience was the highest marketing technology investment in 2014 and it is the top innovation project for 2015* *According to Gartner s CMO Spend Survey
6 CUSTOMER DECISION HUB SAS CUSTOMER INTELLIGENCE Marketing campaigns Ad-hoc-actions Regular communications Contact strategies CUSTOMER INTELLIGENCE CUSTOMER INTELLIGENCE Priorities Strategic decisions Contact permissions Constraints Scores Analytical models Risk Context
7 CUSTOMER DECISION HUB KEY BENEFITS CUSTOMER INTELLIGENCE Dynamic Touchpoint Management Rules Channel Agnostic Decision Logic Central Administration and Orchestration Designed For Business Users Value Driven Interactions Using Optimization
8 CUSTOMER DECISION HUB MODULES OF THE CUSTOMER DECISION HUB Real-Time Orchestration using the CUSTOMER INELLIGENCE Request 1 Next-Best-Action (NBA) Optimized Offers (NBA) Reply 2 3 Real-Time Analytics Decision Logic Optimization & Orchestration Rules Standard Communication + Outbound-Suppressions
9 CUSTOMER DECISION HUB MODULES OF THE CUSTOMER DECISION HUB Real-Time Orchestration using the CUSTOMER INTELLIGENCE 1 Request 3 Reply Standard Batch + Communication Next-Best-Action (NBA) Real-Time 2 Engine Real-Time Analytics Decision Logic Outbound-Suppressions Engine Optimized Offers (NBA) Optimization & Optimization Orchestration Engine Customer Intelligence Operations Rules Management
10 CUSTOMER DECISION HUB FOUNDATION, LEVERAGING YOUR SAS INVESTMENTS
11 CUSTOMER DECISION HUB THE PROCESS OF OMNI CHANNEL ENGAGEMENT Planning and Orchestration Actions Optimization Response Execution Planning Campaign design and Action definition Central Rules Repository Real-Time Customer Interactions Marketing Planning, Workflow & Approvals Analyse & Insight Optimization Monitoring, Analyzing & Optimization of all Customer Interactions
12 OPENING REMARKS SAS DIGITAL MARKETING & ANALYTICS CONFERENCE How does it work?
13 CONNECTING SAS INTO DIGITAL WORLD Customer Experience Enabling Technology: Digital Personalization Omnichannel Choreography Business Impact: Minimize Churn / Attrition Build Customer Loyalty 1 3
14 SAS INTELLIGENT DIGITAL ENGAGEMENT SAS FOR FINANCE WEBSITE 2 4 Offer Placements 15 Product Categories User Experiences 1. Primary Offer 2. A/B Test 3. Customer Attribute 4. Secondary Offer Sequencing Frequency Capping Retargeting Credit Cards* Unsecured Lending* Home Insurance* Regular Savings* Checking Account Premium Checking Account Tax Efficient Savings Regulated Investments Motor Insurance General Insurance Mortgages Pensions & Life Phone Banking Mobile Banking Services 3rd Party Offers *Deeper Product Category x3 offer types Anonymous User Known Customer Watermarks ANONYMOUS KNOWN
15 OBRIGADA
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