Larry Mosiman. June 18, 2009. Analytics and the Customer Experience. Context – Communication and the customer experience. What it takes to be successful. Where can this approach be used?. Examples. ID: 670040
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Analytics and the Customer Experience
Larry Mosiman
June 18, 2009
Slide2Analytics and the Customer Experience
Context – Communication and the customer experience
What it takes to be successful
Where can this approach be used?
Examples
Slide3Analytics and the Customer Experience
Context – Communication and the customer experience
What it takes to be successful
Where can this approach be used?
Examples
Slide4Analytics and the Customer Experience
Context – Communication and the customer experience
What it takes to be successful
Reliable, broad, and deep Customer Insight
Relevant and personal Customer Interactions
Continuous Improvement
Where can this approach be used?
Examples
Slide5Analytics and the Customer Experience
Context – Communication and the customer experience
What it takes to be successful
Reliable, broad, and deep Customer Insight
Relevant and personal Customer Interactions
Continuous Improvement
Where can this approach
be used?
Examples
Slide6Analytics and the Customer Experience
Context – Communication and the customer experience
What it takes to be successful
Reliable, broad, and deep Customer Insight
Relevant and personal Customer Interactions
Continuous Improvement
Where can this approach be used?
Examples
Slide7Cabela’s
Largest direct marketer, and a leading specialty retailer, of hunting, fishing, camping and related outdoor merchandise - $2.3 billion in sales.
Design promotional offers using analytically driven customer insight.
Tailor direct marketing offers to customer preferences
Understand the value of customers across all channels
.
Slide8Carnival Cruise Line
Manage the customer experience for multiple aspects of a cruise
Leverage data and analytics to understand their cruisers and improve their experience
Marketing example
Slide9Marketing example: Carnival Cruise Line
Segmentation
Slide10Carnival segmentation example
Loyalist
1 Time
Customer
Prospect
Couples
Mature
Families
With Kids
Channel
Preference
Top
Spenders
Low Rate
Shoppers
Primary Segmentation
Dimension
(Behavior)
Secondary
Segmentation
Dimension
(
Lifestage
)
Customers
Targeted Communications
Build Contact
Strategy Around
These Segments
Slide11Grocery
Relevant email specials
Order online
Shopping carts with monitors
Communicate offers during the shopping experience
Scan as you go
Look up recipes
Encourage impulse buying
Slide12Gaming
Casino, nightclubs, concert hall, restaurants, spa
Patron data across all areas
Analytics used for targeted offers
Slide13Other Areas
The online customer experience … Online analytics
The challenge of managing across channels
Many other examples
Disease Management
Slide14Copyright ©
2009,
SAS Institute Inc. All rights reserved.
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