How to reach a culture for analytics? Graydon - CRM & Intelligence

Transcription

1 Graydon - CRM & Intelligence Bart Redder

2 What does the world has to offer us in the world of BI? Joris Mencke 29 years old irst How Forward to reach - a CRM culture & Intelligence for analytics?

3 Focus Flip-thinking What does the world has to offer me? A new BI tool? A new IT department? Innovative knowledge? What do I have to offer the world? What am I good at? What am I striving for? What do I want to improve? (verb, flip*think*ing; flip-thought; a (thinking) technique which is used to transform problems into opportunities)

4 Agenda Working fact based and data driven has increased in popularity but companies struggle to get to the next level, having all the stakeholders aligned. focuses on the maturity steps in data driven marketing and examines the partnerships from across the business to achieve a strategy driven analytics culture. Gain insight in how to create a culture for fact based decision making. A maturity model for the data driven marketer The challenge of data governance Using a strategy map Breaking walls between departments by linking analytics to the strategy Example: The Customer dashboard

5 Agenda What do we do? Data driven maturity model How to align Use strategy maps A commercial journey Create one truth: Customer Dashboard Embed Data Governance

6 Graydon From Credit information to BI Provider Graydon helps companies in making business decisions by generating relevant intelligence foryour business. Graydon offers information solutions in the field of marketing information, credit management, risk and compliance, and debt collection. With these services, Graydon helps businesses to gain access to capital, to build knowledge in order to strengthen their competitive position, and to meet the growing demand for transparency. Graydon relies on a network of 130 international databases in 100 countries, which contain information about more than 90 million businesses. For more than 125 years, Graydon s information consultants have been using this up-to-date financial, commercial and transaction-related business information to develop innovative and reliable information solutions.

7 Over its 126 years of existence Graydon grows from traditional patent office into leading business information solutions provider s Local Credit Information agent Score driven Credit Information agent Differentiated data services provider Information Solutions provider Early days Scale and automation Growth transition Dynamic future Change from traditional Install automated data Data strategy from Constant new product patent office into local bases Implement single source to innovation Embrace Credit Information decision solutions multiple source digital and mobile agent to facilitate the Geographical expansion Scalable IT platform trends Well positioned growing need to assess in to BE and UK Service Unified back-end for disruptive growth credit risks portfolio diversification landscape Advance analytical capabilities Revenue Trend

8 Graydon From Credit information to BI Provider Credit Management Marketing Information Risk & Compliance Debt Collection Marketing CRM & Intelligence Demand gen Customer Success Corporate Communication Customer lifecycle Customer engagement Market(-ing) Intelligence Customer data Online & Content Inbound Marketing Marketing automation Retention campaigns Corporate Identity Media relations, Publications Crisis management Research & Learning

9 Strategy focus 2016 CRM & Intelligence Customer centric entrepreneurship Generate, store and analyze: VALUE OF CUSTOMERS Net Revenue Consumption Per segment Customer Based Accounting NPS / CES Buyer intentions Business issues (WITYs) Buyer Persona interviews Crowdsourcing VALUE FOR CUSTOMERS Act through: Customer Xperience Board Group segment engagement

10 Insights Building blocks / Deliverables Customer dashboard (sneak preview) Commercial Graydon Group KPI s Market dashboard Product Market combination & Potential Growth Quality & Control Process & data control Sales funnel methodology Product development Focus on good/bad performing products Intelligence: Value creation Summary of value for versus from customers. Predictive analysis: Churn & Potential

11 Graydon Data Flow From raw data to custom actions

12 Collect & Analyze Generate Insight Act on insight

13 So do we have a culture for analytics? Let s see where we stand.

14 Agenda What do we do? Data driven maturity model How to align Use strategy maps A commercial journey Create one truth: Customer Dashboard Embed Data Governance

15 Data driven marketing maturity model

16 Where do you stand? Example: Schiphol The Big Wave Goodbye

17

18 Data driven marketing maturity model

19 Agenda What do we do? Data driven maturity model How to align Use strategy maps A commercial journey Create one truth: Customer Dashboard Embed Data Governance

20 How to align?

21 Strategy focus 2016 CRM & Intelligence Customer centric entrepreneurship

22 Weekly and monthly reporting Unstructured and no cohesion Per department Loose files sent Different formats Too many details Time consuming - No overview - Cannot identify causes (different versions) (Excel/Word/ /Online) Example: 100 FTE 10% on reporting = 10FTE * 75K = 750K

23 Strategy driven Star schema A mutual goal Customer Market Sales HR Marketing Finance Service Product Dev. IT Operations

24 Agenda What do we do? Data driven maturity model How to align Use strategy maps A commercial journey Create one truth: Customer Dashboard Embed Data Governance

25

26 Agenda What do we do? Data driven maturity model How to align Use strategy maps A commercial journey Create one truth: Customer Dashboard Embed Data Governance

27 Graydon Internet Strategy 2012 Graydon Nederland

28

29

30

31

32

33 Show status to internal stakeholders

34 Agenda What do we do? Data driven maturity model How to align Use strategy maps A commercial journey Create one truth: Customer Dashboard Embed Data Governance

35 Strategy driven analytics Customer dashboard

36 Strategy driven analytics Customer dashboard Google Analytics Marketo CRM on Demand SAP Clicktools & CRMOD

37 Agenda What do we do? Data driven maturity model How to align Use strategy maps A commercial journey Create one truth: Customer Dashboard Embed Data Governance

38 Requires infrastructure and data governance

39 v

40 The domino effect Garbage creates garbage

41 Sustainable hand-over Make it stick! Organization Introduce Data governance and align departments Assign roles: Data steward, Data owner IT Optimize integrity reports Actively guard and document data flows and impact analysis Centralize reporting Learn & Grow Teach Data governance Sharpen data entry Build knowledge base for Data errors & warnings Processes Centralized reporting Q&C Strategy check Data processing HR flows

42 Key takeaways

43 What do WE offer the world

44 For a data driven organization Use the corporate-kpi s (derived from strategy map) as a cornerstone for stakeholders Share and collaborate: Use data consistently and uniform across departments in the organization. Create short feedback loops (Agile) Embedded data as the standard way of making business decisions within activities, business units and strategic decisions (no fragmented or ad-hoc data & reports) Data governance centrally initiated, widely executed

45 What if you have another question? That is not answered here Contact me /in/bartredder /BartRedder