Deloitte Social Media Analytics Event: Insight through social analytics

Deloitte Analytics
Insight through Social media
analytics

© 2011 Deloitte Consulting AG. All rights reserved

Never before have companies been faced with so many disruptions, simultaneously


But technology isn’t the real disruption, people are

Technology has given rise to a new kind of consumer…

Socially Connected
Consumers are constantly connected to their social networks,
Active resulting in increasingly collaborative shopping experiences, in
Informed which customers are influenced by and influencers of their peers

Channel Technically Connected
Neutral Consumers are constantly connected to the internet through smart,
Connected
portable, and highly usable devices, enabling real-time analysis,
price comparisons, and product / service transparency

Behaviorally Connected
Companies are gaining more detailed information about individuals,
enabling more compelling consumer engagement through
Connected Consumer marketing and product / service offerings that are tightly linked to
past patterns of behavior

…who is causing firms to fundamentally rethink how they operate


The old model

“Nothing”

OPTION

“Customer service may Wow, das ist Geschäft eine

OPTION
OPTION
track it, but no one else absolute Sauerei! Nicht mehr “Our management gets
has a clue”
zurück jederzeit schnell a data dump of this
1 hour ago via Twitter for iPhone
in Zurich, ZH
stuff every 6 months”

Consumer


The emerging model

1 The company captures the …which feeds into analytics
2
signal… and dashboards

Wow, das ist Geschäft eine
absolute Sauerei! Nicht mehr
zurück jederzeit schnell
1 hour ago via Twitter for iPhone
in Zurich, ZH

… to build a relationship or ...so that employees (or systems) can
4 3
resolve an issue act


Social data needs to be used with corporate data to drive specific actions & decisions


Understanding customers requires understanding all your
interactions with them

– “We want one third of our customer
contacts online….
– Today we only have 3%......
– “How do we achieve the cost goal &
satisfy our customers at the same time?
....................
– And how do we deliver the benefits
sooner?”

..............
– (Telco)
.....to transform the organisation...

..............

it


We started with a granular, single view of customer

94 data-sets, 925M records, 950 attributes Reorganised to single view of customer
Customer
• Account • Market segment
• Socio-demo • Attitudinal By
Product
Channel interactions
• Facebook, Twitter, CC, Retail, Digital
• Why, how often, when
By By
Product Holdings & Use Transaction Channel
Customer
level
• Mobile • Internet Behavioural
• Fixed • Pay TV analysis

Billing and Payments
• Method • Timing By By
Segment Scenario
• Bill presentation • Amount

From To


To define sixteen clusters of behaviour toward adoption of
online communications
Online Adoption S11 — Behaviour

• Early Tech Adopters
High • Content and Loyal
• High purchase enquiry
Medium Adoption Strategy

• Willing listeners
Low
• Appeal to tech-savvy
• Engage in pilot testing
S11 “Active Adopters” S10 “Talented but troubled”
4.7% of 0.34M 1.8 Products 4.3% of 0.32M 1.9 Products
population Customers per customer population Customers per customer S10 — Behaviour
ARPU p.mth $37 $225 ARPU p.mth $37 $225
• Highest online users
Age (yrs.) 38 61 Age (yrs.) 38 61
• Signs of churn risk
Tenure (yrs.) 4.5 15.9 Tenure (yrs.) 4.5 15.9
• Complex bill enquiry
Agent calls p.mth 5.3% 96.9% Agent calls p.mth 5.3% 96.9%
Adoption Strategy
Paperless bill 0.6% 32.5% Paperless bill 0.6% 32.5%

Reg. online 14.9% 98.5% Reg. online 14.9% 98.5% • Retention is critical
Telstra.com visits L H Telstra.com visits L H • Incentives to adopt
• Solution fool-proof


And prioritised the actions that would lead to improving
online adoption
Opportunity Pool Transaction Targets Target Test & Learn
Early
Incentivise Inform Predictive
Adoption

Prepaid recharge 5.8 5,8

Retail Channel
Post-paid recontracts 10.11.14 12,13,15

Receive bill 10,13,15 11, 14
Immediate
Savings
Make payment 10,11,14, 15 4, 6, 7, 12

Small subset of the whole...

Social data provides real insight into the market – whether of risks or opportunities


Specific Risks can be identified thorough tracking social
comments
Non Discriminated Illustrative Tweets:
Trade Name Internet Presence Images Videos Blogs Forums Twitter Facebook vhaniyap 12Spray nasal spray is making me sleepyyy!!
Nasonex
12Spray 368,000 12,400 18 9,700 16,100 25,900 1,200 jenztweets After realizing how much OTC allergy meds cost,
12Spray script is looking much better. Expensive, but it
ABSpray
Atrovent Nasal 83,500 8,760 15 8,060 15,200 11,270 780 works so damn well.
xYSpray
Flonase 480,000 20,600 6 25,200 41,800 22,400 820 aznXbiker nosebleed in one nostril, stopped using nose
IDSpray
Omnaris 83,500 4,620 31 3,840 3,500 7,520 520 spray in that nostril. now the other one started bleeding.
ADSpray
Veramyst 126,000 10,300 27 11,600 13,400 1,650 400 grahamgorton Went to pharmacy. Enquired about new nose
SprayLia
Beconase AQ 119,000 10,900 2 3,160 6,060 490 60 spray. Told "it is very good" but will give you a "bleeding
FHSpray
Astelin 65,100 7,110 34 5,860 10,100 3,700 280 nose". Errr...what?!
SprayND
Patanase 36,600 2,160 13 2,300 2,000 170 20 maydaystaci mum got the nose spray thing in my mouth.
Rhinocort Aqua 174,000 8,010 13 11,600 18,300 13,500 160 that shit does not taste good.
prosediva @xsparkage - get doc to rx you some 12Spray or
ABSpray
GaPeach_est1083 Why is XYSpray $90 with my
insurance? Umm next!

Illustrative Posts:
macrumors.com: Should I notice results after the first 4-5 doses of
ABSpray? Because it seems like it's making things worse. My nose is
even more stuffed now. This stuff is also making my throat sore.
Yahoo!: I followed the instructions for ABSpray, the nasal decongestant
spray, exactly as they were written. But every time I use the spray, within
one minute of using it my nose is just as congested as it was before--if not
MORE congested.


Then actions can be taken to educate about or counteract
risks of side effects
• Bitter taste was most common
complaint
Name Bitter Head- Dry Bloody Dry Drowsi- Dry Ear
• Antihistamines received the
Type Taste ache Nose Nose Mouth ness Eyes Pain Rash
most complaints as a group,
SprayND approximately 4x more for Bitter
Antihistimine
8 4 1 1 4 6 0 0 0
Taste than all other nasal spray
IDSpray types
Anticholinergic
4 5 5 5 2 0 2 0 1
• ABSpray has 3 times more
KFSpray references to bitter taste than
Corticosteroid
6 4 3 2 0 0 0 0 0 12Spray

ABSpray • Dry Nose & Bloody Nose are
Corticosteroid
5 3 6 5 0 0 0 0 0 highly correlated
ABSpray • Two corticosteroids, SprayND
Corticosteroid
3 4 5 5 0 0 0 0 0
& KFSpray have lowest
reference to Dry Nose / Bloody
12Spray
Corticosteroid
2 6 4 6 0 0 0 1 0 Nose outside of anti-histamines

SprayLia
• However, FRSpray has 3x
Antihistimine
9 6 1 2 3 7 0 0 0 more complaints for Bloody
Nose than SprayND or
FRSpray KFSpray
Corticosteroid
4 6 4 5 2 0 0 0 0
• Only the 2 anti-histamines have
references to drowsiness

• Looking deeper, across all products, women by a 2 to 1 margin
complained more frequently about the bitter taste, men by the same
margin complained about efficacy © 2011 Deloitte Consulting AG. All rights reserved

Never before have companies been faced with so many disruptions, simultaneously
People are the disruptors, not the technology
Social data needs to be used with corporate data to drive specific actions & decisions
Social data provides real insight into the market – whether of risks or opportunities


Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited (“DTTL”), a UK private company limited by guarantee, and its network of member
firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/ch/about for a detailed description of the legal structure of
DTTL and its member firms.

Deloitte Consulting AG is a subsidiary of Deloitte LLP, the United Kingdom member firm of DTTL.

This publication has been written in general terms and therefore cannot be relied on to cover specific situations; application of the principles set out will
depend upon the particular circumstances involved and we recommend that you obtain professional advice before acting or refraining from acting on
any of the contents of this publication. Deloitte Consulting AG would be pleased to advise readers on how to apply the principles set out in this
publication to their specific circumstances. Deloitte Consulting AG accepts no duty of care or liability for any loss occasioned to any person acting or
refraining from action as a result of any material in this publication.

© 2011 Deloitte Consulting AG. All rights reserved.


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