CRM/ Customer Analytics
Driving incremental sales – one customer at a time
Origins
Direct & One-to-one marketing
4 Things to do well
1. Know Them Better 2. Mine for Insight
Marketing Database and a single view of the Clustering, Segmentation, Profiling, Predictive
customer models for repeat/ Response/ churn, Product
Add new pieces of information about each customer adoption models, offer testing.
across sources.
3. Build Relevance 4. Measure the Gains
Campaign management, test and control, list-offer- ROI for every campaign tracked, incremental sales
creative-timing testing, personalization, multi-wave tracking, dashboards and reports.
multi-stage campaigns.
1. SVoC
The Single View of the Customer
2. Customer Insight
Insight that helps drive LTV
Customer Insight – The Qs asked
Outcomes are
Classify into A/ B Segmentation Associations usually a twofold
mix of:
1. Insight into the
Logistic models & decision trees - Will this What naturally occurring clusters exist? What sells together in a bill? WHY
customer respond or not? Given a goal (Eg. Cross sell) what What do customers buy across bills? (What kind of
Who is most likely to churn? segments make sense? What is the journey from one to the customer
Who will buy the new product line What are the segments we should invest other? seems to
in? What is the next best product? respond to an
offer)
2. Prediction of
future
Predict Values Root Causes Testing outcomes
(What is
likelihood of a
How many customers will buy next Why did festival sales to existing Email or Email + SMS? given customer
month? customers not meet targets? Does subject line personalization work? responding to
What is LTV of the base? Why is East doing better than other What combination of media + offer + the next
What are likely sales of the new product? regions? timing + response devices works best?
campaign)
3. Relevance
Using data to engage in a relevant manner
Engagement =
Conversations with People
Nostalgios: someone who’s been missing for a while
Loyalos: they have a favourite Pizza
Nightos: they tend to order at night
Partios: Have placed “party sized” orders
30% coupon redemptions, 50% lift
Over 30% coupon redemptions
Targeted customers on average did
over 50% more sales than non-
targeted control group of similar
customers
Creative Recommendation
(Based on past product purchase)
Product images
personalized based
on
consumer purchase
pattern
Favourite 1
Year Purchase Horoscope
24
Favourite 2
IBCF 1 Fav 1
Year Purchase Horoscope
25
IBCF 2 Fav 1
4. Measurement
Quantifying the Impact created
Rs. 33 Cr. of incremental revenue
• In the last quarter we had 1.08 Million members in our database
• We targeted 309,000 through targeted campaigns, somewhat skewed
towards our top tier
• 37% of all those who were targeted transacted, a lift of 10% over the
control group
• We generated 30,101 incremental transactions and incremental sales
of Rs. 8.13 Cr. in the quarter
Multiple reads on measurement often work
From CRM to SOO
Upping the game on Relevance
Hyper Personalized Engagement
The three instances where it is vital
Bring them in Help them buy Engage
When the customer is on your When you’re closing a service
You push out a message to drive a
platform/ webstore/ conversational request, or when you have an
footfall or a visit. Happens over
commerce platform you help them opportunity to talk with a personal,
Email/ SMS/ Notifications.
buy relevant message.
Customer Engagement as we see it
Sat 4 Jan 2020, 10:30 AM
Dear Gaurav, we’re missing you at ABC! Drop in
to try our range of Formal shirts in your favourite
solid colours at our Bandra store this Weekend.
’00s of new products in the Rs. 1999-2999 range
just for you!
Thu 2 Jan 2020, 7:12 PM
Dear Ranjit, it’s your Birthday month! As a
celebration we are happy to extend to you an
exclusive 20% OFF on our entire range of
apparel. Why not pick up some Polo Tees to go
with the Denims you picked up recently?
Fri 3 Jan 2020, 7:00 PM
Dear Priya, 20% OFF on our range of Ethnic
Womens wear at your favourite MG Road ABC
store. Offer valid till 15th Jan.
Sat 4 Jan 2020, 10:00 AM
What’s needed
At the Segment of One
Recommendations Reasons to Talk Governance
Events, probability based Scores, and Best timing for a conversation at a
Cover data rich and data sparse contexts
recommendation based Paths customer level
For hard and soft signals, for different Helps with communication crafting for Best governance for a customer – when
time contexts reasons to talk to not talk
Single recommendations for a SMS or ‘00s Ability to constantly add new events, and
Also covers media selection
for a Web page monitor performance of old
Learning system: Hybrid recommender Learning system: Learns best Reason to Learning system: Learns governance and
learns best approach for each customer Talk for a customer best timing at a customer level
Name | Location | Product
Relevance score = 0 Relevance score = 3
Dear Gaurav, avail exclusive 20%
20% OFF on our range of OFF on our range of apparel at ABC.
apparel at ABC stores. Offer Drop into to try your favourite
valid till 15th Jan. Formal shirts at our Bandra store
today! Offer valid till 15th Jan.
Name Name | Location | Product | Context
Relevance score = 1 Relevance score = 4
Dear Gaurav, avail exclusive Dear Gaurav, we’re missing you at
20% OFF on our range of ABC! Avail exclusive 20% OFF on our
apparel at ABC stores. Offer range of Formal shirts at our Bandra
valid till 15th Jan. store today! Offer valid till 15th Jan.
Name | Location Name | Location | Product | Context | Product Attribute | Price Point
Relevance score = 2 Relevance score = 6
Dear Gaurav, avail exclusive Dear Gaurav, we’re missing you at ABC! Drop in to
20% OFF on our range of try our range of Formal shirts in your favourite
apparel at ABC. Drop into our solid colours at our Bandra store this Weekend.
20% off on ’00s of new products in the Rs. 1999-
Bandra store today! Offer
2999 range just for you!
valid till 15th Jan.
SVoC Salutation Mr. Browse SVoC
Total Records : 4,023,487
Customer ID: 40262566 F Name Gaurav
L Name Gupta
Personal (6)
Variables: 418 Mr. Gaurav Gupta Age 37
Birthday Month August
Marital Status Married Transaction (75)
Mobile Operator Vodafone
PIN 400050
Email Domain Gmail.com Loyalty (25)
Tier Gold
# Transactions 24
# Redemptions 1 App/ Online (75)
Card Activation 15-Oct-17
Recency Days 35
Categories range 4 Response (25)
Brand range 8
Spend 62,450
% Discount availed 16% Feedback (15)
% EOSS transactions 23%
Points Balance 6740
Tenure >24 Months Store/ Location (25)
Active Status Active
% High Street 100%
Fav. Product Shirt Product (45)
Fav. DOW Tuesday
App Usage N
SMS response Y Derived (127)
HVHF N
# Items 38
PIN Premiumness High
Email Response Y
SVoC Browse SVoC
Total Records : 4,023,487
Customer ID: 40262566 Ethnicity Bengali
Personal (6)
Variables: 418 Mr. Gaurav Gupta Corporate Email N
Location Premiumness Y Transaction (75)
Location Competitiveness V High
Fav. Channel Email Loyalty (25)
Repeat Propensity 56%
App/ Online (75)
Cross Sell propensity 63%
Response Propensity 47%
Response (25)
Genome Match Count 10
Feedback (15)
Store/ Location (25)
Product (45)
Derived (127)
SVoC Browse SVoC
Total Records : 4,023,487
Customer ID: 40262566 Fav. Cat Mens
Personal (6)
Variables: 418 Mr. Gaurav Gupta Fav. Sub Cat Shirts
Fav. Design Polo Transaction (75)
Fav. Size – Tops 80
Fav. Size – Bottoms 32 Loyalty (25)
Fav. Color – Tops Blue
App/ Online (75)
Fav. Price Range 1500-2000
Fav. Brand ABC
Response (25)
Feedback (15)
Store/ Location (25)
Product (45)
Derived (127)
Customer Genome
Total Records : 4,023,487
Customer ID: 40262566
Variables: 750 Mr. Gaurav Gupta
Recency < 30 days = N Multi Category = Y
10001010111000001000101000001001010001100001010000100010101000000111
000101000110000100010100011000001001001010000101000101010001100010001
00010001000001010010101101001001010010100101001010100100010000011110
1010100110100101010110100010101011 NPS = Promoter
Bought online = Y
Genome Matching
Total Genomes: 4,023,487
Customer ID: 40262566
Customer ID Match ID Cosine Similarity
Matches: 250 Bn Mr. Gaurav Gupta
40262566 21856304 95%
Matches Found: 10
40262566 83715495 91%
40262566 40265937 90%
40262566 57305736 90%
40262566 65926195 88%
40262566 84620572 87%
40262566 39572057 86%
40262566 72520742 82%
40262566 47295720 78%
40262566 46205248 74%
Genome Matching
Total Genomes: 4,023,487
Customer ID: 40262566
Customer ID Match ID Cosine Similarity
Matches: 250 Bn Mr. Gaurav Gupta
40262566 21856304 95%
Matches Found: 10
40262566 83715495 91%
40262566 40265937 90%
40262566 57305736 90%
40262566 65926195 88%
40262566 84620572 87%
40262566 39572057 86%
40262566 72520742 82%
40262566 47295720 78%
40262566 46205248 74%
Genome Matching
Total Genomes: 4,023,487
Customer ID: 40262566 Mr. Gaurav Gupta
Matches: 250 Bn
100010101110000010001010000010010100011000010100001000101010000001110
001010001100001000101000110000010010010100001010001010100011000100010
001000100000101001010110100100101001010010100101010010001000001111010
10100110100101010110100010101011
88%
Customer ID: 65926195 Mr. Ameet Nivsarkar
101010101100000010001010000010010100011000010100001000101010000001110
001010001100001000101000110000010010010100001010101010000011000100010
001000100000101001010110100100001001010010100101010010011000001111010
10100110100101010110100010101010
Preference Vector Customer ID: 40262566 Mr. Gaurav Gupta
Transaction 0: 0| 0| 0| 0
Brand A Brand B Brand C Brand D Brand E Brand F Brand G Blue Pink White Brown Green Purple Yellow
Shirt Trouser Tee Womens Womens Womens Kids
Formals Ethnic Casual High Medium Low
Preference Vector Customer ID: 40262566 Mr. Gaurav Gupta
Transaction 1: Brand D| Blue| Shirt | High
Brand A Brand B Brand C Brand D Brand E Brand F Brand G Blue Pink White Brown Green Purple Yellow
Shirt Trouser Tee Womens Womens Womens Kids
Formals Ethnic Casual High Medium Low
Preference Vector Customer ID: 40262566 Mr. Gaurav Gupta
Transaction 2: Brand A| Blue| Tee| High
Brand A Brand B Brand C Brand D Brand E Brand F Brand G Blue Pink White Brown Green Purple Yellow
Shirt Trouser Tee Womens Womens Womens Kids
Formals Ethnic Casual High Medium Low
Preference Vector Customer ID: 40262566 Mr. Gaurav Gupta
Transaction 3: Brand D| Blue| Shirt | High
Brand A Brand B Brand C Brand D Brand E Brand F Brand G Blue Pink White Brown Green Purple Yellow
Shirt Trouser Tee Womens Womens Womens Kids
Formals Ethnic Casual High Medium Low
Hybridizer Output Customer ID: 40262566 Mr. Gaurav Gupta
Customer ID Algorithm Score Stack Rank Recommendation
40262566 Preference Based 0.84 3 Brand D – Blue – Shirt - High
40262566 Genome Match 0.89 1 Brand D – White – Tee – High
40262566 IBCF 0.89 2 Brand A – Black – Trousers – High
40262566 Trending 0.65 6 Brand F – Patterened – Ethnic – Medium
40262566 Popular 0.79 5 Brand D – Blue – Shirt – Medium
40262566 Market Basket 0.80 4 Brand A – Blue – Denim - Medium
ESP Triggers Customer ID: 40262566 Mr. Gaurav Gupta
1st October 2019
1 Relationship Birthday E S P
2 Add Category Peers bought Denims E S P
3 Relationship 10th Transaction E S P
4 Drive Repeat High Propensity of Repeat E S P
5 Drive Redemption High propensity to Redeem E S P
6 Relationship New Category - Kids E S P
E Event S Score P Path
Prioritization Customer ID: 40262566 Mr. Gaurav Gupta
15th October 2019
1 Relationship Birthday Month E S P 5
2 Add Category Peers bought Denims E S P 5
3 Relationship 10th Transaction E S P 5
4 Drive Repeat High Propensity of Repeat E S P 75
5 Drive Redemption High propensity to Redeem E S P 5
6 Relationship New Category - Kids E S P 5
E Event S Score P Path
Governance Customer ID: 40262566 Mr. Gaurav Gupta
15th October 2019
Mission: Drive Repeat
Today Stay silent Recommendation: White Tee
Next Best Day Wednesday, 17th Oct Brand: Brand D
Next Best Channel SMS No. of outreaches: 3
Mon Tue Wed Thu Fri Sat Sun Mon Tue Wed Thu Fri Sat Sun Mon Tue Wed Thu Fri Sat Sun Mon Tue Wed Thu Fri Sat Sun Mon Tue Wed
D1 D2 D3 D4 D5 D6 D7 D8 D9 D10 D11 D12 D13 D14 D15 D16 D17 D18 D19 D20 D21 D22 D23 D24 D25 D26 D27 D28 D29 D30 D31
1 3
SMS
2
Email
App
Event_Execution_ID 1040187-20200322-12 1039254-20200322-16
Event_ID 12 16
Mission_Name Retention Retention
Template_ID 12 16
Email_ID ***************@gmail.com *************@gmail.com
Cust_Name Name 2 Name 1
Name 1, here's what we observe from your past
E_Subjct Name 2, this is where others are investing! investments
Over 2,00,000 people just like you have invested in
our Equity Small Cap funds. Will it help you get back Can your past investments be the key to getting back
E_Headline in the game? in the game?
We have noticed that it has been a while since you
We have noticed that it has been a while since you made an investment. As your financial partner, we
made an investment. As your financial partner, we don't want you to risk any halt in your progress
don't want you to risk any halt in your progress because of being underinvested. Since you have
because of being underinvested. That's why, we think previously invested in hybrid fund, we think that XYZ
that you should also invest in XYZ Small Cap Fund like Balanced Advantage Fund is best suited to your
E_OpeningPara many of our investors. needs
E_Prdct_pitch XYZ Small Cap Fund XYZ Balanced Advantage Fund
Custom_txt1 UBCF PREFERENCE
Recency_M 12 12
Trx_Cnt 0 2
Prdct_Cnt 1 1
Asst_Cnt 1 1
Cust_Cnt_SIP_RG 0 0
ELSS_Mrch_Cnt -1 -1
Tenure_Y 1 1
Product_F EQUITY Hybrid
Product_L XYZ Midcap Fund XYZ Regular Savings Fund
Product_FA XYZ Midcap Fund XYZ Regular Savings Fund
Day_W Friday Friday
Time_D -1 -1
SUBASST_NM Midsmallcap Hybrid
ASST_NM EQUITY Hybrid
Trx_Lst_Dt 29-03-2019 29-03-2019
Insert_Date 25-03-2020 25-03-2020
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