cnx16 - learn how data science can power smarter customer journeys
TRANSCRIPT
#CNX16
Learn How Data Science Can Power Smarter Customer Journeys
Schuyler Wareham Sr. Manager, Data Science (Services)
What We’ll Cover Today…
Overview of Data Science Strategic Services
Journey Forensics + Customer Stories
Exercise: Maturity Modle review | Identify how you can use Data Science to Power Smarter Customer
Journeys
1 2 3
Data Science
Illuminating The past & present of your business with data insights
Modeling Future marketing strategy with statistical tools
Data Science
Creative
Strategy Deliverability
Strategic Services
The Science of Strategy
Connecting data-based insights to value-driving actions
Unifying & transforming datasets from every touchpoint at massive scale
Extracting insights from data via statistical models and lenses
Technical
Statistical
Strategic
Predictive Modeling Future behavior-focused
analysis and action
Analytics Dashboards Custom, interactive
visualizations
Journey Forensics Data-based customer
experience gap analysis
• Custom, sharable data visualizations
• Drill down & filter in real time
• KPI consulting and performance trends
• Data landscape audit • Behavioral analysis and
key moment definitions • Data-driven journey
optimization
• Align strategy and insights to create desired outcomes
• Model behavioral drivers & predictive scoring
Predictive Modeling Predicting the future to retain
customers and revenue
Analytics Dashboards Connecting teams with program performance
Journey Forensics Decision making moments
that truly matter
Journey Forensics Pivoting a communication paradigm to the customer
• Challenge: Understanding subscriber brand affinity across multiple brands
• Salesforce identified personas based on engagement, rather than explicit opt-ins
• More accurate and expanded targeting, sending the right content to the right consumers
Identifying Audiences Based on Implicit Preferences
• Challenge: Disparate systems and performance data stalled journey planning
• Salesforce developed key data views into an aggregated interactive dashboard
• Single view of program performance, flexible enough to customize in real time
Charting Performance with MasterCard
• Challenge: Customer retention challenges despite robust renewal messaging • Data Science evaluation scored behaviors, revealing key personas and actions • Increased engagement & renewals by refocusing on events & customers vs renewal
A Customer-Focused Communication Paradigm
• Challenge: Transform business rules into journeys emphasizing decisive moments
• Salesforce connected the customer experience dots across offline & online customer marketing data and disconnected departments to create a unified plan
• Predictive model showed key conversion moments and improved program performance
Finding the Moments that Matter
• Challenge: Predict segment and individual-level risk of purchase or list attrition
• Salesforce created a predictive statistical model using multiple datasets to predict and evaluate behaviors, then matched tactical mitigation programs to risk factors
• Increased retention as high-risk customers move into new course-correcting journeys
Predictive Modeling Retains Customers
Where are your subscribers today? Where will your subscribers be tomorrow?
The List Health Spectrum
Point of No Return
Unsubscribe At-Risk Healthy
Where are your subscribers today? Where will your subscribers be tomorrow?
Know where your subscribers are! Predict and take action on where your subscribers will be!
The Standard Approach
Point of No Return
Unsubscribe At-Risk Healthy
Subscriber Health
When Most Companies Realize a Subscriber Is In Trouble:
• Subscriber Hasn’t Engaged in 6+ Months
• The Subscriber Unsubscribed
How SEWS Can Protect Your List
Point of No Return
Unsubscribe At-Risk Healthy
Subscriber Health
The Subscriber Early Warning System (SEWS) Identifies At-Risk Subscribers BEFORE the Point of No Return
SFMC: Mr. Jones behavior is consistent with eventual unsubscribing. Mr. Jones has been placed in an automated re-engagement campaign.
TBD
Raw Data Access and
Hygiene
In-app Reporting
Custom Analytics
Predictive Modeling
Machine Learning
Data Science Maturity Model
Level 0
Level 1
Level 2
Level 3
Level 4
TBD List Growth Admin Deliv Log
SQL Extracts Transformation and Delivery
Subject Line Analysis Dashboards Standard Battery
Propensity to Purchase Subscriber Early Warning System (SEWS)
Cross-channel/Connected
Devices IoT
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Where is your organization on the Maturity Model?
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What Data do you Have Ready Access to?
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Typical Challenges in your Business? …and what are the Data Science methods that can address them?
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Questions?
Join Us For Dreamforce 2016 October 4-7, 2016 | San Francisco, CA
salesforce.com/dreamforce