Download - Inspire 2015 - First Tech Credit Union & Pluto7: Activating Financial Analytics Using Alteryx
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#inspire15
Activating Financial Analytics Using Alteryx First Tech Federal Credit Union
20th May 2015
Naveen Jain ( BI Executive at First Tech)
Manju Devadas ( CEO Pluto7 )
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Agenda
• About First Tech Federal Credit Union & Pluto7
• Opportunity
• Approach
• Learnings
• Outcomes
• Next Steps
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Predictive Analytics Company - Partner
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We Focus On Members Not Shareholders
We proudly offer a complete suite of financial services including Insurance and Investment Services1
The NCUA rates us among the safest credit unions in the country2
62 Years of service;
Established by Tektronix and
HP employees
390,000 members nationwide
40 branches
$7.3 billion in assets
Top
9 out of 7,000
credit unions in the nation
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We Serve The Best Names In Technology
We’re proud to serve employees of the world’s most innovative companies
Microsoft
Hewlett
Packard Intel
Ciber
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Opportunity
Increase Digital Penetration
Deepen Relationship
Grow Membership
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HOW DID WE DO IT?
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How Did We Do It
Vision
People Process
Technology
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Business Intelligence
Marketing Automation
Web Targeting
Technology
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Digital Marketing Platform
Employees Members and Prospects
Owned Channels Web, mobile, e-mail, SMS,
call center & branch
Branch Call Center
Digital Investments & Insurance
Web Behavior Core Banking Credit/Debit Call Center Shared Branches Loan Apps Other Vendors
Social Listening Online Banking Apps NPS Vendors CRM Live Chat
Other Channels Paid ad, paid search,
retargeting
Data Warehouse (Centralized database, normalized audience view, audience segmentation, scoring, profiling, modeling, etc)
DSP+
CMS + KB
Operational Channels E-Alerts, e-Statements, Mo.
statements, ATMs
Visualization & Analytics (BI Tools) 1 2
3
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Technical Architecture
Web Behavior Core Banking Credit/Debit Call Center Shared Branches Loan Apps Other Vendors
Social Listening Online Banking Apps NPS Vendors CRM Live Chat
Desktop
Server
Business Users
Salesforce
Analysts
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Modular Approach
Web Behavior Core Banking Credit/Debit Call Center Shared Branches Loan Apps Other Vendors
Social Listening Online Banking Apps NPS Vendors CRM Live Chat
Member Account Transaction Leads
Member
Journey Sales Funnel
Account
Table
Status
History Balances … Database
Data
Warehouse
Business
Specific
Tableau Dashboards
…
Alteryx Supported Data Blending, Predictive Analytics & Data Transformation
Onboarding
Campaign
DRC
Campaign
Eloqua Adobe
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Learnings
• Performance Issues
o Working with Geo Spatial data
o Data Extractions
• Data Quality Issues
o Definitions
o Consistency
• Automation Issues
• Development Best Practices
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Alteryx Modules
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OUTCOME
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Business Outcome – Marketing Enablement
Open Rates Up by 101%
Click Through Rate Up by 9x
Onboarding Nurture Campaign
NPS Up by 11%
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Segment 1 - Auto New Segment 2: Auto New Segment 1: Auto Used Segment 2: Auto Used
Business Outcome - Life Time Value
Segment 1 - Used Auto have 37% more
LTV than Segment 2 Used Auto. Margins
are 38% higher and life about same.
One Segment have 218% more LTV than other.
Margins are 33% higher and life is 110% longer.
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New Business Models – Member Journey
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Next Steps
• Data Warehouse
• Marketing Campaigns
• Lead Scoring
• Next Best Offer and Next Best Action
• Segmentation
• Propensity/Churn
• Etc.
• Operational
• Profitability
• Fraud
• New Models
• Investments
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Contacts
Naveen Jain – Director Digital Analytics at FTFCU
• Email : [email protected]
• Linkedin : https://www.linkedin.com/in/naveenjain
Manju Devadas - CEO Pluto7
• Email : [email protected] , Website : www.pluto7.com
• Linkedin: https://www.linkedin.com/in/manjudevadas
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THANK YOU!
#inspire15