customer intelligence and social media
DESCRIPTION
De hoeveelheid gegevens die organisaties over consumenten kunnen verzamelen en ontsluiten is tegenwoordig zeer groot; dit betreft niet enkel de traditionele gestructureerde en transactionele data maar ook steeds meer ongestructureerde online data afkomstig uit smartphones, online shopping, surfgedrag op de websites, zoekgedrag op het web, digitale communicatie, GPS en apps; iedereen is een lopende datagenerator geworden. Al deze bronnen bieden mogelijkheden om al deze beschikbare data (ook wel door de grote diversiteit, snelheid en omvang van de data ‘Big Data’ genoemd) om te zetten in betere proposities, betere relaties, efficiëntere bedrijfsprocessen, en betere interne beslissingsvormingsproces. In deze presentatie is Katherine op een praktische manier ingegaan op de huidige mogelijkheden van customer intelligence in het online domein en heeft daarbij diverse cases behandeld.TRANSCRIPT
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Strategic Value of InformationCustomer Intelligence and Social Media
19 November 2013drs. Katherine Kucherenko
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Cu!omer
Intelli#nce
and Social Me$a
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80%Proportion of total online users who interact with social networks regularly
>1.5 billion Number of social networking users globally
70%Proportion of companies using social technologies
90%Proportion of companies using social technologies that report some business benefit from them
McKinsey Global Institute, “The Social economy: unlocking value and productivity through social technologies”, July 2012
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The Mobile Decade
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McKinsey Global Institute, “The Social economy: unlocking value and productivity through social technologies”, July 2012
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58% of social media users say they write product reviews to protect other consumers from bad experiences, and almost one in four say they broadcast their negative experiences to “punish companies.”
60% of social media users say that consumer ratings and consumer reviews are their preferred sources for information about products and services.
State of the media: Social media report Q3 2011, NM Incite, 2011
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More data cross the Internet every second than where stored in the entire internet jsut 20 years ago.
In 2012, 2.5 exabytes of data are created each day, and the number is doubling every 40 months.
Walmart collects more than 2.5 petabytes of data every hour from it’s customer transactions.
Twitter generated 10 terabytes per day in 2010.
Facebook generated 25 terabytes per day in 2009 in log files alone.
Zynga was generating 1 petabyte of data per day in 2010.
McKinsey Global Institute, “The Social economy: unlocking value and productivity through social technologies”, July 2012HBR, “Big Data: The Management Revolution”, October 2012
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“We don’t have better algorithms. We just have more data.”
Peter NorwigGoogle’s director of Research
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Facebook postTV reclameAdvertentieDirect mail
GoogleTwitterWebsite
WebsiteForaReviewsYouTube
TelefooncentraleWebsiteFourSquare/Pin
TelefooncentraleTwitterFacebookReviewKTVEmail
Customer Intelligence
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Socio-demographic
Transactional
Contact information
LoyaltyValue
Online behavior
Social profile
Text
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Text
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Socio-demographic
Transactional
Contact information
LoyaltyValue
Online behavior
Social profile
Text
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TextOnline behavior
Social profile
Contact informationDocumentationE-mails
Socio-demographicTransactionalLoyalty
Internal External
Stru
ctur
edU
nstr
uctu
red
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Co-creation
Ways social technologies can
add value in organizational functions and
customer intelligence
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CK Prahalad
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Co-creation
Ways social technologies can
add value in organizational functions and
customer intelligence
Market research
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Co-creation
Ways social technologies can
add value in organizational functions and
customer intelligence
Market research
Product development
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Co-creation
Ways social technologies can
add value in organizational functions and
customer intelligence
Market research
Product development
Relationship building
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Co-creation
Ways social technologies can
add value in organizational functions and
customer intelligence
Market research
Product development
Relationship building
Customer care
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Co-creation
Ways social technologies can
add value in organizational functions and
customer intelligence
Market research
Product development
Relationship building
Customer care
Leads
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Co-creation
Ways social technologies can
add value in organizational functions and
customer intelligence
Market research
Product development
Relationship building
Customer care
Leads
Cross- & Up selling
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Online behavior
Social profile
Text
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Employee
Dutch student
Other
Foreign Student
Attributes (red=yes,
black=no) : - Has Master Degree
- Has Bachelor Degree
- Related to human resources - Lives in Amsterdam
- Works in IT industry
- Speaks English - Speaks Dutch
- Is manager
The binary matrix data structure Machine learning algorithms
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Socio-demographic
Transactional
Contact information
LoyaltyValue
Online behavior
Social profile
Text
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“0.1% higher conversion rate results in additonal € 100.000 sales per month..”
HR professionals in the Eastern of the Netherlands carry 28% more chance to buy a ticket insurance then the rest of the customers.
Tweeter users who post anything about soccer game might be interested in a trip to a soccer competition.
Employee
Dutch student
Other
Foreign Student
+
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Co-creation
Ways social technologies can
add value in organizational functions and
customer intelligence
Market research
Product development
Relationship building
Customer care
Leads
Cross- & Up selling
Segmentation & propositions
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Co-creation
Ways social technologies can
add value in organizational functions and
customer intelligence
Market research
Product development
Relationship building
Customer care
Leads
Cross- & Up selling
Segmentation & propositions
Demand forecasting
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Sentiment opTwitter
MeldkamerObjectinformatie
TekstanalyseTwitter
Incidenten-registratie
Basisregistrategie adressen en gebouwen
GSM dataHistorische gegevens KNMI
Sensoren
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Website surfgedrag
TwitterGoogle
Sentiment
Betaalgegevens
KNMI
GSM data
CRMgegevens
Inventory optimization
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Tim SalimansData scientist at Algoritmica
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Co-creation
Ways social technologies can
add value in organizational functions and
customer intelligence
Market research
Product development
Relationship building
Customer care
Leads
Cross- & Up selling
Segmentation & propositions
Demand forecasting
Market forecasting
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Co-creation
Ways social technologies can
add value in organizational functions and
customer intelligence
Market research
Product development
Relationship building
Customer care
Leads
Cross- & Up selling
Segmentation & propositions
Demand forecasting
Market forecasting
Marketing communication
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“Half the money I spend on advertising is wasted; the trouble is I don't know which half!"
Henry Ford
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“Half the money I spend on advertising is wasted; the trouble is I don't know which half!"
Henry Ford
HE WAS W
RONG
Compared to
today’s
meadurem
ent
instruments,
more than 50% of
advertisi
ng spend was
wasted in th
e
early 2
0th century.
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(Example)
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Vastgoedmaatschappij
Bank Telco
(Example)
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Co-creation
Ways social technologies can
add value in organizational functions and
customer intelligence
Market research
Product development
Relationship building
Customer care
Leads
Cross- & Up selling
Segmentation & propositions
Demand forecasting
Market forecasting
Marketing communication
Not exhaustive!
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Masterclass ‘Big Data in de Nederlandse praktijk’12 December
Nyenrode Business Universiteitwww.DigitalDataDays.com
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“A strong wind is blowing, that either inspires you or gives you a headache.”
Katherine the Great (1729 - 1796)
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Source: George Day (1999), The market-driven organization, understanding, attracting and keeping valuable customers.
Integrating & Resourcing
CEO
GC
CCO
CFO
CHRO
CIO
CSCO
Procurement Vendor Selection
Strategic partnering & AlliancesChannel design
Channel Relationship Mng
Operations Manufacturing
LogisticsOrder fulfillmentService Delivery
Value Developing Value Delivering
Value Developing
Value Maintaining
Customer RelationshipManagement Managing Brand Equity
CustomerValue
Market Sensing& Intelligence
Selecting Target Markets
Strategic Planning
Finance & Recource Allocation
Selection &Talent
Management
Technology Selection &
Development
ICTImplementation
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Architecture & Infrustructure
Strategic roadmap
Real-time analytics
infrastructure
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Architecture & Infrustructure
Strategic roadmap
Listening Understanding Delivery
Gather structured & unsructured data to define intent, loyalty, influence, and sentiment.
Integrate and analyze all customer data and create valuable insights.
Deliver information and insights to management processes and enable employees to act quickly, decisively, and appropriately.
Real-time analytics
infrastructure
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Data-driven companies are better performers!
Structured interviews with executives at 330 North American companiesPerformance data from annual reportsIndependent sources
Source:MIT Center for Digital businessMcKinsey Business technology officeWharton University of Pennsylvania
5% more productive
6% more profitable
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Making profit is not an option. Making profit is a duty.
Prof.dr. H.Robben & Prof.dr. R. Moenaert
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Thank You.
drs. Katherine Kucherenkowww.icons.nl
@katherinekucher