webinar 3/12/14: using social media to drive value

Brian ClarkVP Product Management

Wednesday 03/12/2014 9:00am

Developing Enterprise Solutions to Maximize ROI/Incorporating Social Media

into your Business Intelligence

Social Networks are Everywhere

• Social networks - used by everyone with an ISP.• Traditional ways to communicate from voice (mobile), text, e-mail, Twitter, Skype,

etc.• Social media:

– Facebook– LinkedIn– Plaxo– Xing

• Websites and web applications are turning into social networks:– Google Google Plus– Youtube – networks, groups– Blogs, Forums– SalesForce - Chatter– Microsoft - Yammer

Social Networks - Connected Data

Social Networks – Scalability problem

SOCIAL NETWORKS – AN EXAMPLE

How adding social network information can add value to an existing graph, leading to new insights for in-time decision making

Charlie

MikePizza

Sam

Ernie Tony

Calls

Calls

Calls

Calls

Cars Safes

TunnelsExplosives

Charlie

Carl

Chad

Carol

Mike

Sam

Ernie Tony

Calls

Calls

Calls

Calls

Call Details

Calls

Calls

Calls

Charlie

Carl

Chad

Carol

Mike

Ernie Tony

Calls

Calls

Calls

Calls

Calls

Calls

CallsSam

Sara

Scott

SidE-mail E-mail

E-mail

Add E-mailsCalls/E-mail

Charlie

Carl

Cahd

Carol

Mike

Ernie

Tony

ToddTina

Terry

Calls

Calls

Calls

Calls

Calls

Calls Calls

SMS

SMSSMS

Add SMS

Sam

Sara

Scott

Sid

E-mail E-mail

E-mail

Calls/E-mail

E-mail/SMS

Charlie

Carl

Chad

Carol

Mike

Sam

Sara

Scott

Sid

Ernie

Elmer

Earl Edna

Tony

ToddTina

Terry

Calls

Calls

Calls

Calls

Calls E-mail

SMSSkype

Skype SkypeSMSSMS

E-mail

E-mail

Add Skype

Calls

Calls

Calls/E-mail

E-mail/SMS

Skype/SMS

Skype/Calls

Charlie

Carl

Chad

Carol

Mike

Sam

Sara

Scott

Sid

Ernie

Elmer

Earl Edna

Tony

ToddTina

Terry

Calls

Calls

Calls

Calls

Calls E-mail

SMSSkype

Skype SkypeSMSSMS

E-mail

E-mail

Add Social Media

Calls

Calls

Calls/E-mail

E-mail/SMS

Skype/SMS

Skype/Calls

LinkedIn

LinkedIn

LinkedIn

LinkedIn

Charlie

Carl

Chad

Carol

Sam

Sara

Scott

Sid

Ernie

Elmer

Earl Edna

Tony

ToddTina

Terry

Calls E-mail

SMSSkype

Skype SkypeSMSSMS

E-mail

E-mail

Add Social Media

Calls

Calls

Facebook

SOCIAL NETWORKS – USE CASES

How adding social network information can add value to an existing graph, leading to new insights for in-time decision making

Mobile Call Detail Record Relationship Analytics

Business Challenge:• Need new ways to capture and analyze customer usage patterns to drive revenue growth

• Lack of visibility into distributed network data• Lack of real-time insight into end-user relationships and behaviors

Solution:• Real-time, distributed, connection platform provides:

• Ingest and store all connection records• Consolidated view of subscriber relationships • Immediate access to reports

Results:• Improved subscriber service and satisfaction• Improved visibility in transaction patterns• Increased revenue• Decreased liability from misuse of the network

Objectivity, Inc. ©2013-2014 14

CDR Data

Analysts

Networks

Internet

SMS Data Transaction Data Geo-Location Data

Real-time Connection PlatformSearch, Analyze and Store Relationships


Mobile Call Detail Record Relationship Analytics

Web and Mobile Ad Targeting Systems

Business Challenge: • Majority of ads placed currently have a low return rate (approx 1%)

Solution: • A flexible analytical framework for real-time customer relationship, pattern, geo-location

and trend analysis• Provides improved real-time placement of ads, based on location and preferences, to

maximize relevance for the user.

Results: • Improved ROI for ad placements (up to 10x)


Web and Mobile Ad Targeting Systems


CDR Data

Analysts

Networks

Internet



Real-Time Consumer Churn Prevention

Business Challenge:• High rate of subscriber churn (up to 40%)• New subscriber acquisition = 5 x cost of retaining existing customers• Churn event can be contagious

Solution:• Real-time connection platform provides:

• Identification of subscribers who are at risk of defecting• Identification of key influencers in the network

Results:• Increase subscriber loyalty and satisfaction• Increase revenues and prevent market share erosion


Real-Time Consumer Churn Prevention


CDR Data

Analysts

Networks

Internet


Key Influencer - Churn Potential


Financial Services CRM

Business Challenge:• Sales opportunities lost because customer data not immediately available

• Customer data distributed over multiple data bases

Solution:• Real-time “connection” platform provides

• Immediate access to customer data and relationship detail, regardless of location. • Enabled analytics of relationships within data

Results:• Improved customer satisfaction• In-time recommendations of relevant add-on services• Increase revenues and decrease churn


Financial Services CRM


Real-time Member Information Consolidation

> 400 Databases

Multiple Credit Union Member Databases

Customer Service Representatives

Social Networking for Education


Business Challenge:• Limited access to educational resources for faculty and students

Solution:• Real-time connection platform enables:

• Interactive and scalable educational network• Real-time access and recommendations of the best resources

Results:• Increased educational effectiveness• Improved access to social and educational networking and resources

Real-time Relationship and Analytics Platform

Social Networking for Education


Social Connections

Students

CoursesStudents Institutions Teachers

Use Case: Paths-to-Purchase (PTP) Optimization

Exploiting Multiple PTP for Faster Sales Cycles

– Problem: Due to turnover in sales departments, many sales executives do not know their prospects personally, turning a previously warm lead into a cold lead, and requiring additional effort to regain trust and interest in the companies products/services and elongating the sales cycle.

– Solution: Leveraging InfiniteGraph, sales executives can map their personal contacts with enterprise prospects and find all the known connections/paths to a particular decision-maker.

– Results: Understanding all the PTP and connections to an existing prospect gives sales executives more opportunities and leverage to find the best path to reach out to prospects and gain better insight for faster closings.

© Objectivity Inc 2013

Use Case:Marketing ROI Optimization

Aggregation of Enterprise CRM to Understand Marketing ROI

– Problem: Understanding ROI in marketing has forever been an elusive problem. Today, there is no way to track a sale from prospect to close. Much of the marketing information is lost in the transition to Sales. By combining both the Marketing and Sales databases, organizations could potentially track a sale from the initial touch, all subsequent touches to the final close cycle and provide visibility into the true path and timeframes for a sales cycle.

– Solution: Objectivity, enables the aggregation of data between all enterprise CRM databases to allow for improved understanding and more accurate statistics to evaluate actual ROI from the complete Path-To-Purchase of a sale from initial marketing programs to close.

– Results: Understanding the entire sales cycle from marketing to closing enables accurate information on lengths of sales for specific products/services, improved understanding of the effectiveness of different marketing programs and allows for real ROI statistics to utilize in planning future marketing investments.


Use Case - Financial Services

Fraud Detection

– Problem: Detect patterns of fraudulent activities before damage is done

– Solution: Real-time identification of inconsistencies enables instantaneous notification to security systems

– Results:• Improved banking security and

client confidence• Reduction of lost revenues• Improved efficiency allows fraud-

detection teams to develop and deploy additional services


webinar 3/12/14: using social media to drive value

Technology

time connection

location data

customer data

sales cycle

social networks

improved understanding

existing graph

sales executives