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EMBD2018 | Big Data - Organización leal al cliente.
- 3. SEBASTIAN DUQUE Big Data Organización leal al cliente dunnhumby /dunnhumby @dunnhumby /dunnhumby /dunnhumby
- 5. © dunnhumby 2016 | Confidential Nos especializamos en ofrecer consultoría en Lealtad y personalización 82%PIB Global ~ 1 Billon Shoppers 78Paises Usamos data y ciencia para deleitar Clientes e impulsar crecimiento
- 6. © dunnhumby 2016 | Confidential Marcas y Retailers de clase mundial elijen a dunnhumby Deep Relationships With Brands Leading Global FMCG Companies Leading Consumer Brands Deep Relationships With Retailers dunnhumby client presence Sociomantic presence
- 7. © dunnhumby 2016 | Confidential 𝑳𝒆𝒂𝒍𝒕𝒂𝒅 = 𝒇 𝑪𝒐𝒏𝒇𝒊𝒂𝒏𝒛𝒂, 𝑽𝒂𝒍𝒐𝒓
- 8. © dunnhumby 2016 | Confidential Reconstruyendo relaciones en escala
- 9. © dunnhumby 2016 | Confidential El cambio se está acelerando para las organizaciones The pace of change will never be this slow again. -Hans Vestberg President & CEO Ericsson
- 10. © dunnhumby 2016 | Confidential Infinitas posibilidades y un consumidor distraido Transformado Distraido
- 11. © dunnhumby 2016 | Confidential Además del aspecto tecnológico hay otros factores claves Creciendo la fuerza laboral femenina Población envejeciendo Familia Desigualdad del ingreso en crecimiento Crecimiento de la clase media Economía emergente Estancamiento de la economía $ Economía Medio ambiente Salud y bienestar Salud & Bienestar Individuo Reconocimiento Crecimiento Pertenencia Auto-expresión Cuidado
- 12. © dunnhumby 2014 | Confidential1212 80% Otras Categorías 13%Cervezas 24% Var Cervezas 56% Menos en bares 40% Más en casa 50% Premium
- 13. © dunnhumby 2016 | Confidential Los viajes de compra no son lineales, tienen multiples puntos de contacto
- 14. © dunnhumby 2016 | Confidential Simplificando la vida de los mejores clientes
- 15. © dunnhumby 2016 | Confidential Hellmann’s Shopping cart-mounted tablet suggests recipes ideas as shoppers browseSource: Trendwatching.com/premium
- 16. © dunnhumby 2016 | Confidential El camino es pasar de la transacción a la relación Todo acerca de nosotros Todo fundamentado en clientes CONSCIENCIA DE CLIENTE CENTRADO EN EL CLIENTE LEAL AL CLIENTE Algunas decisiones incluyen al cliente Todas las decisiones incluyen al cliente Todas las decisiones se toman en beneficio del cliente • Segmentado • Promesas de Marca • Planes Segmentados • Programa de Lealtad • Segmentado • Promesas Cliente • Planes de Cliente • Propuestas Lealtad • Personalizado • Una promesa = hacer solo lo que es correcto para los clientes • Conversaciones Lealtad Foco en Productos y Marcas
- 17. © dunnhumby 2014 | Confidential17
- 18. © dunnhumby 2016 | Confidential
- 19. © dunnhumby 2016 | Confidential Las marcas tienen permiso y un espacio claro para ganar 19 La Tecnología nos da Datos Los Datos nos dan relevancia La relevancia crea confianza y valor consumidores Confianza y valor llevan a Preferencia de Marca La Preferencia es la base para la Lealtad
- 20. © dunnhumby 2016 | Confidential Los datos deben guiar su propuesta de valor
- 21. © dunnhumby 2016 | Confidential 14X
- 22. © dunnhumby 2016 | Confidential
- 23. © dunnhumby 2016 | Confidential 80/20
- 24. © dunnhumby 2016 | Confidential Las preguntas correctas en el momento adecuado 1. Do we have a value-driven analytics strategy? 2. Do we have the right ‘domain data’ to support our strategy? 3. Where are we in our journey? 4. Are we modeling the change personally? 5. Are we organizing and leading for analytics?
- 25. © dunnhumby 2016 | Confidential DATA ACTITUDINAL Piensa + Siente DATA COMPRA Hace Data y analítica : mezcla ideal para una experiencia memorable AI VISION CLIENTE UNICA
- 26. © dunnhumby 2016 | Confidential
- 27. © dunnhumby 2016 | Confidential Ejemlo AI RETAIL INTELLIGENCE
- 28. © dunnhumby 2016 | Confidential Usar toda la data que tienen… y más Comenzar a tratar a sus clientes como individuos Ver sus tiendas y productos como una de muchas formas de interacción con el cliente Usar tecnología para encontrar formar mejores y más simples de comprar on y off line Dejar de “hablarle a” sus clientes y comenzar una “conversación” Ser integrado e innovador (Propuesta de valor) Compañías deben cambiar su forma de hacer negocios
- 29. © dunnhumby 2016 | Confidential Disminuyendo esfuerzo – Agregando Valor 65% research report from the Food Marketing Institute 86% Aman cocinar Experimentan recetas (compran) MILLENIALS
- 30. © dunnhumby 2016 | Confidential Del “Brand awareness” loop al “loyalty” loop - omnicanal
- 31. 31 © dunnhumby 2015 | Confidential
- 32. © dunnhumby 2016 | Confidential Retail online and offline first-party data dunnhumby customer science Customer level online data and DSP (cookies linked to IDs via tags) Target Activate Measure Se mezclan ambos mundos incrementando el poder de la activación
- 33. © dunnhumby 2016 | Confidential Vuélvete personal o espera a que alguien más lo haga 5X
- 34. © dunnhumby 2015 | Confidential3434 METRO CANADA Newly launched app delivers an integrated, personalized experience
- 35. © dunnhumby 2016 | Confidential
Notas del editor
- Loyalty – Customer Centricity Bigger than big data for 30 years 12% of the worlds population in our data / 5th gdp worldwide
- Trabajo con retailers y marcas de talla mundial para personalizar experiencias de sus clientes
- This is the challenge of businesses how to create trust and value in their customer base For that its key to adopt a Customer Centric point of view We will explore avenues today of how to make that happen and how’s that evolving currently based on the shopper expectations / needs and desires
- Slide purpose: Reinforces the idea of a personalised experience. Slide notes: Advances in data, technology and analytics means we can create a more personal shopping experience and rebuild the emotional connection with customers. Greater emotional loyalty = greater sales. Speaking Notes: Technology is enabling us to recreate the shopping experience customers had with local shops in the past, on a mass scale. These relationships were strong because the shop owner knew customers on a personal level and made them feel valued + important They recognised customers as they entered the store, or got to the counter, knew their families, recommended products they knew were relevant, maybe stocked certain products just for them, had goods ready waiting, gave them special discounts from time to time In some cases, these relationships extended beyond the store and they had dialogue in different contexts and trusted their shop owners opinion and advice on non-grocery matters This has been really challenging for mass chains to replicate and certainly in some of the markets we work in, a feeling customers have become emotionally detached, which results in a lack of brand loyalty . However, data and technology in place today enables us to recreate these experiences in real time, building emotional connection and brand loyalty
- 90% of the data in the world today has been created in the last two years This data and tech only Will transform customer experiencies at an increasingly fast pace
- Consumidor transformado por la tecnología Consumidor distraído por la tecnologia
- Families reformed Economical factors Health and wellness
- 80% deles passaram a comprar marcas mais baratas em algumas categorias para manter o seu padrão de consumo, somente 13% trocaram sua marca favorita de cerveja por outra mais barata 56% disseram que diminuíram o consumo de cerveja em bares e restaurantes e 40% afirmaram que passaram a tomar mais cerveja em casa No Grupo Pão de Açúcar, nosso parceiro varejista no Brasil, as vendas de cervejas estão crescendo incríveis 23.4% neste ano as vendas para os fiéis crescem 175% quando o produto está promocionado, enquanto os não fiéis crescem 49% No Grupo Pão de Açúcar, vendas do segmento de cervejas premium (composto de marcas como Bud, Stella, e Heineken, por exemplo) crescem 62% enquanto cervejas especiais (aqui temos marcas como a Vedette, Leffe, Duvel e outras importadas) crescem 54% no ano
- Customer experiences and stimuli create chaos It needs to be figured out and data and analytics is the way Also businesses are trying to figure out the operational “last mile” but the understanding of customer experience is way more important
- Know your strategic customer Daily visit * 30 Min queue = 280 Minutes a week for being loyal Order ahead + pay by pone are ideal for usuals
- April 2013 saw Hellmann’s Mayonnaise launch a month-long promotion at a São Paulo branch of the Pão de Açúcar supermarket. Shopping carts were fitted with touchscreen tablets and NFC sensors, and when shoppers placed a jar of Hellmann’s Mayonnaise into their cart, the tablet detected where they were in the store using NFC technology. Upon walking past a suitable ingredient to accompany the mayonnaise – such as tomatoes for a summer salad – the tablet displayed a video of the recipe. Directions were given to where the ingredients could be found, and shoppers could also opt to share the recipe with friends via social media. Link: http://www.hellmanns.com.br/home/
- Evolve from focus products/brands/transaction to focus on relation Ptomotions mights not work in one off but yes in long term – depend on how you see it
- Personalisation is possible even in colombia 1 Million customers – 24 offers - >25 Million offers per event 10% redemption rates + 8-12% Uplift – Triggers BIGGER VISITS
- Customer Journey – Change Management Align strategy – structure – processes towards the customer
- We evolve through data to a real customer focus We need to focus on data to be objective / leaving aside subjetive positions and gut decisions
- Understand who is our - Strategic Customer – Through Data 14X loyal vs uncommited - 50% Head room even in the loyal segment (Pocket Share) On an average we know that companies are loosing 30-50% of their customer base per year (loyals much less)
- Inercia : La inercia (del latín inertĭa) es la propiedad que tienen los cuerpos de permanecer en su estado de reposo relativo o movimiento relativo o dicho de forma general es la resistencia que opone la materia a modificar su estado de movimiento, incluyendo cambios en la velocidad o en la dirección del movimiento
- Put your money where your mouth is Supraparetos : Pareto of customers / Pareto of products / Telco ended up upselling potential churners by crossing Pareto of churners vs Pareto of upsellers as a way to retain them
- Para que – Valor ? ideal future state – Key use cases Con que información podemos generar el valor? cleaning up historical data, integrating data from multiple sources, breaking down silos between business units and functions, setting data-governance standards, and deciding where the most important opportunities may lie to generate new internal data Que en que momento? “We needed to walk before we could run. And then we ran like hell.” - it’s critical to go big as quickly as possible Talk the talk? it’s about not walking the talk. - CEOs and other members of the executive team don’t need to be the experts on data science - The most important role modeling a CEO can deliver, of course, is to ensure that the right kind of conversations are taking place among the company’s top management. That starts with ensuring that the right people are both in the room and empowered, and then continues with direct intervention and questioning to ensure the transition from experience-based decision making to data-based decision making Walk the walk ! The most important shift, which only the CEO can lead, is to reorganize to put advanced analytics at the center of every core process
- Tener la data correcta – visión única del cliente Identifiar donde y como vamos jugar el juego de analítica
- Dar las conversaciones adecuadas acerca de analítica y como se engrana con la estrategia de negocio Dimensionar y empoderar equipos o crear partnerships para llevar a cabo la visión de los acuerdos Dominos
- Automation of retail Management Machine learning Prescriptions
- A whopping 65 per cent of millennials love to cook and consider themselves experts in the kitchen. And 86 per cent enjoy experimenting with new recipes. Millennials like to build their shopping trips around a particular recipe, rather than simply restocking their pantry. They also place less emphasis on discounts when menu planning compared to other generations.
- Inercia – soy mas certero en acciones que ya han sucedido Conozco mejor al cliente Soy capaz de ganar por medio de una experiencia personalizada y creo un panal de miel
- Data Ciencia
- We have 25 years of experience mining and understanding this rich data source giving us detailed information on each customer From this we can build meaningful targeting cells to find only relevant customers We also own Sociomantic, a leading programmatic DSP, and have been able to make a direct link between our individual customer shopping data and their cookie pool This allows us to find offline and online relevant customers and serve them ads for your brand Finally, we are able to see exactly which customers saw the campaign. By linking these back to shopping data, offline and online, and comparing against a benchmark control group, we can understand the true offline and online sales effect of your campaign.
- Omission bias is the tendency to worry more about doing something than not doing something, because everyone sees the results of a move gone bad, and few see the costs of moves not made. Loss aversion describes the tendency to play not to lose rather than play to win Personal offers have 5 times better engagement tan massive offers
- Advised on tech, deployment, data etc. Personalizacion real Personalización aparente Engagement
- Stop looking in the wrong places Put your money where your mouth is Start focus on your “loyalty approach” and let the rest come