Learn about contextual data integration and how data science helps you to enable multi-channel, customer focused marketing strategies.

1. Integration, Information and
Insights: A Contextual Perspective
on Customer Interactions
Igor Nesmyanovich
PhD, CIISP, Partner and CIO, dthree inc.
Steve Vermeiren
Director – CRM and Retention, SIRIUS Satellite Radio

2. Presenters
 Igor Nesmyanovich; CIO, partner dthree inc,
Mississauga, ON
 dthree is a leading provider of an enterprise marketing
platform that enables customer interactions
management in a holistic and contextual fashion.
 Steve Vermeiren; Director – CRM and Retention, SIRIUS
Satellite Radio, Toronto, ON
 SIRIUS is Canada's number one choice for satellite
radio with 110 full-time channels broadcast from
studios in Vancouver, Toronto, Montreal and New York.
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3. Key Discussion Points
Data integration challenges
Learn about contextual data integration
Gain insights into Sirius Satellite Radio Canada
Case study
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4. Definition of Data Integration
 “A formal process to
combine information
from two or more
separate data sources,
making use of information
in the databases for the
purpose of accurately
estimating certain values
that are not available in
any single data source.”
ARF (Association of National
Advertisers and the American
Association of Advertising Agencies)
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5. Data Integration Techniques
Statistical Data Integration CRM Data integration
 Map known characteristic of one  Data integration on individual
group of individuals onto another Consumer/Customer level
group of individuals based on a set of
common attributes
 Challenges:
 Challenges:  Data semantic, formats and
metrics vary from system to
 Complex process of validation and system
auditing
 Quality of data
 Difficult to apply to non
demographic data such as
behavioral.
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6. Contextual Data Integration
 Focused on the particular business or marketing strategy
 It is about customers and consumers, not channels
 Enables Business users to make decisions and act on the information
 Decisions and actions can be automated
Traditional data integration
General Data Contextual Data Contextual Decisions and
Data Collection
Integration Integration Interpretation actions
Contextual data integration
Contextual Data Contextual Data Contextual Data Interpretation
Collection Integration Decisions and Actions
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7. Contextual Data Integration Process
1 Define contextual integration domain
2 Define domain metrics and KPI
3 Define semantic and data models and maps
4 Optimize data collection
5 Enable marketing actions
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8. 1 Define Contextual Integration Domain
 Acquiring new customers context
 Generating more business from existing customers
context
 Reducing cost of acquiring context
 Identifying and serving the customers that generate
the most profit
 Improving customer retention rate context
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9. 2 Define Domain Metrics and KPIs
 Acquiring new customers context
 Incremental Sales Revenue, Profit, Market Share, Cost Per Acquisition, Net
Promoter Score
 Generating more business from existing customers context
 Incremental Revenue and Profit per Customer, Share Of Wallet (SOW),
Market Basket
 Reducing cost of acquiring context
 Cost Per Acquisition, Prospect Lifetime Value, Return On Marketing Investment
 Identifying and serving the customers that generate the most profit
 Customer profit, Customer and Prospect Lifetime Value
 Improving customer retention rate context
 Retention Rate, Customer Lifetime, Recency, Customer Satisfaction, Retention
Cost
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10. 3 Define Semantic And Data Models
Impressions Prospects CPM CPC
Offer
Conversion Rate CPA
Relevancy Rules
New Customers
Revenue Per Basket
Revenue Profit
ROMI
Retention Rate CLV
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11. 4 Optimize Data Collection
 Determine target actions based on the business context
 Track target action events
 Contextual data tagging
 Use offline to online contextual tracking codes
 Enable data quality monitoring and measure data “trust factor”
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12. 4 Optimize Data Collection (Cont.)
Knowledge Extraction and
Analysis
 Contextual data marts
 Contextual reports
 Integration structured and
unstructured information
 Enable collaboration between
analysts and decision makers
 Less time on report
development - more time on
data interpretation and
analysis
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13. 4 Optimize Data Collection (Cont.)
Data Integration And Privacy
 Secure data with Personal
Identifiable Information (PII)
 Enforce privacy policy
 All access to the PII is audited
 Explain to consumers what
personal data are collected and
why, and the benefits
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14. 5 Enable Marketing Actions
 Automated rules based
campaigns
 Use of static and dynamic rule
engines
 Event triggered
communication
 Online media personalization
 Multi step and multi channel
campaigns: direct, phone, e-mail,
web, online media
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15. Case Study
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16. Case Study
• Launch Date: Sirius Satellite Radio launched in Canada in December, 2005
• What is Satellite Radio:
• Subscription based radio with…
• uniquely available programming… that is
• digitally delivered by satellite… to both
• mobile and fixed receivers.
• 100% commercial-free music with less DJ chatter, extensive variety, digital sound and
deep playlists
• News, Sports, Comedy and Family Entertainment – something for everybody
• Programming availability across Canada and the United States, wherever you may travel
• The ability to use your radio receivers wherever you want: in the car, at home, on your
boat…
• Low monthly costs… less than $0.50 a day or less than the cost of a single CD a month!
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17. Building the Vision
 To achieve business objectives SIRIUS will work towards an end state
that will allow it to deliver results through customer focused marketing,
targeting and service management.
Marketing Intelligence Infrastructure
Marketing Database Metrics/KPI’s/Reports Models/Segmentation
Marketing Process Management
Analytics Planning Evaluation Execution Results
Consideration Acquisition Loyalty Servicing Cross-Sell Renewals Hardware Collections Retention Winbacks
Upsell Upgrades
Customer Lifecycle Management
Marketing Research
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18. The life of a SIRIUS customer…
Map customer stages to marketing strategies, plans and tactics
 Integrate mass and targeted marketing activities
 All customers are not the same….Retail, Automotive, Special Markets, Direct
 What communication channels to use…Online, Email, Phone, Print,
OVM/IVTM
Consideration Activation Renewal Reacquire
-Online - Call Centre - Call Centre - Outbound Call Centre
-Word of mouth - Online - Online - Programs / Offers
- News Media - Vehicle Purchase - Communications - Short vs Long term
-Website - Collections
Awareness Acquisition Service/Loyalty Retention
- Mass Marketing - Call Centre
- Sampling - Call Centre
- Event Marketing - Mitigation
- Promotions - Online
- Sponsorships / Partnerships - Retail - Programs / Offers
- Engagement
- News Media - Up sell / Cross sell
- Word of Mouth - Communication Preferences
Market / Customer Research
- Independent and Panel
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19. Acquisition (Media Player, prospects)
 Objective:
 Acquisition of new customers
 Customer Targeting:
 Source and drive prospects to the online listening registration page through a number of
different online and offline marketing platforms. (i.e. Online media, SEM, events,
sponsorships, promotions, etc.)
 Offer Details:
 Time limited online listening trial to SIRIUS Satellite Radio.
 Durations determined and tested depending on the source of the promotion.
 Measures of Success and Additional Details:
 Number of registrations, Source of registrations (Partners, events, emails, etc)
 Number of registration activations / listeners
 Number of re-occurring registrations (after exclusion period)
 Number of new subscriber activations
 Effectiveness of different duration listening trials
 Effectiveness of partner/sponsor and prospect data collection programs
 Amount of listening time
 Content and variety of listening
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20. Acquisition (Media Player, prospects)
 Set up unique listening trial promotion
period
 Drive Customers to listening registration
platform
 Recognition
 Existing customers
 Welcome
 Engage and educate
 Reminder
 Activate registrants
 Thank you
 Provide offer incentive to drive
purchase/activation
 Results
 Optimize and improve processes
 Who is responding? Who is not?
 What types of promotions?
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21. Automotive Program
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22. Automotive Program
 Objective:
 To motivate, stimulate and engage automotive customers during their
Prepaid subscription term.
 To obtain a customer paid subscription commitment.
 Customer Targeting:
 Use available automotive customer data to determine appropriate multi-
channel communication streams and tactics.
 Communications Strategy:
 Welcome, entrench listening habits and increase engagement through
content connections
 Educate and inform customer of value benefits. (cost, coverage, content)
 Utilize timing of subscription end date and test multiple offers
 Offer Details:
 Standard pricing plan options until customer conversion trends determined.
 Test various offers to increase effectiveness.
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23. Automotive Program
 Measures of Success and Additional Details:
 Inbound call and purchase of SIRIUS subscription term.
 Timing of customer subscription commitment.
 Effectiveness of communication materials
 Customer opt-in / Express Consent.
 Email collection.
 Online listening application usage.
 Factors to Consider:
 Each automotive OEM (Original Equipment Manufacturer) has unique
requirements and business processes.
 Level of dealer understanding and influence during purchase process
 Ability to determine customer purchase intent (option vs. trim level
inclusion)
 Impact of Make/Model to communications/ability to convert.
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24. Automotive Program
 Keys to Success…
 Data integrity and solid, stable processes between partners
 Automotive marketing and dealer support
 Research: what do the customers say? Converters vs. non-converters?
 Multi-channel communications – integration and knowledge of outbound and
inbound tactics, offers.
 Shared learnings and tactics across partners
 Test, test, and test again…
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25. Retention
 Objective:
 To resolve issues and reduce customer attrition of radio subscriptions
through proactive and reactive programs.
 Customer Targeting:
 Analyze and understand specific areas of customer lifecycle where
subscription cancellations occur and prioritize tactics by volume/effort.
 Target using insight and customer criteria based upon relevancy, timing and
customer profile attributes
 Communications Strategy:
 Data integration and sourcing across multiple channels is crucial in the
development of an effective retention program.
 Outbound mail programs (Renewal notification)
 Email (Service messaging, offers, renewal payment reminders, etc.)
 Call Centre CRM application (dynamic offer presentation/management)
 OVM/IVTM (payment failure notification)
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26. Retention
 Offer Details:
 Variable and unique offers dependant upon customer situation. (i.e. Stolen
Radio = discounted radio offer)
 Value of offer determined by customer profile attributes
 Measures of Success and Additional Details:
 Understanding and dealing with root causes as well as identifying early
customer behaviour indicators are the key to driving proactive retention
results
 Number of customer deactivations. (Voluntary vs. Involuntary)
 Subscription Renewal Rates
 Deactivation Reason Codes
 Communication program results
 Number of retention calls
 CRM application usage (offers presented, accepted, declined)
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27. Retention
 Keys to Success…
 Analyze customer data and business processes to determine the areas that
have the biggest impact to your objectives.
 Establish key performance indicators that align to top-line objectives
 Integrate as many customer touch points as possible
 Automate programs to create timely and relevant messages
 Research is an important activity that can provide additional insight and
context to existing customer data.
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28. Conclusion
 Key Benefits of contextual data integration
 Less time and efforts for data integration and analysis
 Decisions are more timely
 Marketing interactions are more relevant and just in time
 Better visibility of impact on the business results and KPI
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29. Merci
THANK YOU!
For more information
Visit http://www.dthree.com
Email: igorn@dthree.com
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