SAS Forum International Copenhagen June 2004

Transcription

1 SAS Forum International Copenhagen June

2 Octopus Experience & Vision Turn Customer Data into Business Opportunities 2

3 Agenda Background & Business Scope New Dimension Information Objectives and Service Scope Current Status and the Way Forward 3

4 History Founded by 5 major transport operators in Hong Kong Established in 1994 Public launch in

5 Current Status Over 10 million cards in circulation Around 300% card number growth since first launch Around 7.6 million daily transactions HK$55M daily averaging HK$7/trans Over 250 service providers 5

6 Hong Kong Case Study 6

7 What Else? Information Mass scale processing Neutral stations Unique experience and skills 7

8 New Dimension CRM & Info Service Vision for The Future 2004 Do core business very well Enter supply business Develop the CRM information businesses Build the loyalty opportunities 8

9 New Dimension CRM & Info Service (cont d) Objectives: Turn data into business opportunities Provide value-added information services Create value for shareholders 9

10 Fast Infrastructure Development Hardware/Software A data warehouse containing all customer, card and transaction data Powerful analytical & data mining tools 10

11 Current Data Warehouse Architecture with SAS Technology ACQ SQL Server 7.0 CCHS Oracle 8 SMSC SQL Server 2000 Other Source OPS SQL Server 7.0 System Architecture SAS/Enterprise Guide Client x 5 (MS Windows) Web Browsers (MS Internet Explorer) BASE SAS Address Standardization Engine SAS/ Enterprise Guide Server SAS/Enterprise Guide Administrator (For access control) SAS/Enterprise Miner Server Data Marts (SAS) SAS/Warehouse Administrator Data Warehouse (SAS) OLAP Server SAS Integration Technology Static Reports HTML MS Excel MS Word PDF Text File Web Server Static Reports (Transactions, Summary) MDDB Reports Server 2 SAS Database/ MS Windows 2000 Server SAS/MDDB Database Server 1 SAS Database / MS Windows 2000 Server 11

12 Data Flow Extraction Transformation Loading Data Marts Data Access Data Source Staging Area Octopus Data Warehouse Applications Octopus Applications ACQ CCHS SMSC OPS Manual files Enrichment Area Baseline Data Warehouse Data Marts: -Campaign -Card -Contact Management -Customer -Daily Spending -Insurance -Loyalty Program -Merchant -Summary EIS (Web - based) Transactions Reports Summary Reports OLAP Reports SAS/Enterprise Guide Statistical analysis Meta Meta-data -data Repository Repository (SAS) 12

13 Fast Infrastructure Development (cont d) Peopleware Professional assistance from SAS Business requirement study Data scheme & system design Data conversion Data exploration Skill transfer Created a team of experienced business analysts 13

14 Information Service Scope Business Analysis & Data Mining Promotion Campaign & Loyalty Programme Customer Survey (Market Research) General Statistics Out-sourced CRM Service 14

15 Business Analysis Provide tailor-made analytical reports to measure client s Overall business performance Effectiveness of marketing programmes Customer profile and segmentation Short & long-term business planning Ad-hoc and regular reports delivered by various channels 15

16 Promotion Campaign & Loyalty Program Cardholder s transaction pattern with the client Cardholder s general profile, e.g. age range, spending pattern Campaign design Campaign execution - targeted communication Campaign monitoring and result evaluation 16

17 Loyalty Program Memory Block Octopus card can track transaction records Cardholders earn bonus points for predefined transactions Bonus points accumulation and redemption automatically via Octopus card Joint or Proximity loyalty programme Examples: MTR, KCR 17

18 Customer Survey Customer sample selection according to client s requirements, e.g. cardholder profile, transaction pattern etc Conduct survey via SMS, , call centre, interview Result analysis 18

19 General Statistics People s movement by district, date, time, customer profile and etc Retail transaction statistics by channel, district, date/time, customer profile Can be subscribed regularly 19

20 Out-sourced CRM Service Provision of analytical tools Access to their own transaction data Plus masked cardholder profile & summarized Octopus transaction data Data from the client can also be incorporated into the database 20

21 Out-sourced CRM Service (cont d) Benefits to clients: No need to build up its own customer database Much more cost-effective and shorter lead-time No need to have a team for maintenance Informed business decisions and much shorter time-to-market Control is still within clients 21

22 Common Loyalty Business Manufacturers/Brands Reward customers for repeat purchase Octopus Merchants Retain customers Acquire new customers Increase sales Octopus Hub Cardholders Accumulate bonus point on Octopus card Redeem bonus point at any merchant Recruit merchants, manufacturers, brands Promotion & customer communication Bonus point clearing & settlement Provide customer service & support 22

23 Current Status & The Way Forward Related service being provided to shareholders and major business partners To explore the cooperative model with other information service providers To fine-tune the whole service model 23

24 Thank You Eric Tai CEO Tel: (852) Fax: (852)