Creating Value from an Explosion of Data Carlos Soares, Head of CLM

The World is Changing

Competing to win

How does it work?

A Road to winning in the market….

64% of adults say that technology has changed the way they communicate

INTERNET19 Million subscribers76% of adults with broadband, with 5.1 m mobile have broadband subscriptions

Average actual speeds are 7.6 Mbit/s

Two thirds of internet users have accessed Facebook

48% of adults have a social network profile, while 39% use their mobile to access the internet

MOBILE / LAND PHONE23.9 Million residential fixed landlines

92% of adults own /use a mobile, while 15% are mobile only homes

33.1 Million mobile subscribers in the UK of which 51% have PAYG mobiles

Every month 200 text messages are sent per customer per mobile

Tablet ownership has jumped from 2% to 11% in 12 monthsDIGITAL TV

Digital TV is in 96% of UK homes, totalling 60 million TVs with 40% being HD

People aged 4+ are watching 242 minutes (4 hours) of TV per day

47% of homes have DVR

Data explosion and complexity

“Keeping in touch” with customers is becoming more and more difficult and costly

Customers are harder to target… middle ground is growing

… proliferation of urban lifestyle

… immigration is increasing

Customers are harder to satisfy

… shifting from traditional to more experiential criteria

… rising expectations

… stressed and compressed for time

Customers are harder to predict

… harder to define

… eclectic shopping behaviors

… shopping values are shifting

Customers are harder to reach

… new multi-channel shopping

… more complex to target due to media fragmentation

… bombarded by information and choices

Traditional Marketing approach becomes more and more ineffective. We are

looking for new ways to gain a competitor advantage.

And the race for the customer is changing every day…

Things used to be quite simple…. most of this is still true, except...

behaviour is changing …. what was once targeted to specific activities…is now highly customisable always on, always connected blank canvas …

And as social media & mobile devices become the norm the volume of data is growing exponentially

• So we’re halfway through building our new Marketing Database to meet this growing demand

• A ‘single source’ of the truth for campaigning, analytics and customer reporting

• Scaled solution but delivered in bitesized chunks

• A genuine customer centric model not 3 brands

But we won’t win prizes by just creating a technically brilliant database..

We need to Exploit, Exploit, Exploit!

We are improving our customer intelligence ...

Confidentiality level on slide master

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SOCIAL NETWORK ANALYSIS

Common calling patterns for a specific

customers?The customer role in

calling circles?

CUSTOMER SEGMENTATION

What is the customer like? What are their

needs? What are the best journys & treatments?

PRICING IMPACTS

Are they sensitive to price ? Can we

change their behaviour to make

them more profitable?

PREDICTIVE ANALYTICS

What will happen next?

What impact will our activities have?

CAMPAIGN PERFORMANCE

Who bought which products? What advertising or

campaign could have impact the response?

How can we optimise campaign spend

LOYALTY

INSIGHT

Who are your most loyal customers?

Why? How do they utilise our products or purchase? What

drives them?

And shifting the way we use & deliver insight…

• Loyalty Insight: New data sources have improved our understanding of customer loyalty leading to a reduction in churn

• Targeting: Combining online data has led to improved loyalty campaigns with greater relevance to customers

• Better Value: A greater understanding of our customers, their needs and behaviour helped us launch new initiatives

• Self-Service insight at Product Managers finger-tips.

• Efficiencies: We has reduced campaign delivery times by 25% and started to create “joined-up” messaging across channels to create a consistent experience

Defining the right Segment strategies to drive growth

Strategy Ideas Treatment Ideas

Description

Quick Win Campaigns

Basic Strategy

Retain and Educate

Marketing• Actively retain highest value

customers with optimal price plan offers

• Educate them about the simplicity and convenience of one provider for mobile, BB & TV

Customer Service• Faster routing and simple and

friendly communication in CS & Tech• No high tech talk, but intentional

education on simple service• Offer online self service Products• Flexible price plans with “controlled”

bill• Advanced convenience services e.g.

Engineer available within 24 hours, online self help

• “Eat all you can” Package that you can flex

• Offer discounts for mobile calls to other networks for “High Value‟ users on a special occasion (e.g. reaching a certain Airtime, their birthday)

• Offer free TV content download on Fridays – “Stay in” night

• Target young users with entertainment deals using low cost marketing (e.g. email, My Account and text )

• Retain customers with trial offers of new mobile devices or TV boost

• Trial “Stay in” night

• Our loyal customers

Propensity

• Priority product is TV boosts

We are STILL on a journey to drive analytics and data transformation across the business

• Senior Sponsorship

• Clear vision & strategy for Marketing CRM

• Address People, systems and processes

• Communication & Engagement with stakeholders, partners & technology

• Outstanding people in analytics

• Being outcome based... Act on what we learn credibility

• But most importantly, having an appetite to embrace data and insight ...

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Change is constant, be prepared for a rollercoaster of a ride

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Culture change & complexity

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Get into the operating model – people, process and technologies

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Leverage suppliers, partners, scale and best practices

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Be passionate and persistent

Key Learning’s