Deloitte Social Media Analytics Event: Insight through social analytics
- 1. Deloitte Analytics Insight through Social media analytics © 2011 Deloitte Consulting AG. All rights reserved
- 2. Never before have companies been faced with so many disruptions, simultaneously © 2011 Deloitte Consulting AG. All rights reserved
- 3. 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 © 2011 Deloitte Consulting AG. All rights reserved
- 4. 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 © 2011 Deloitte Consulting AG. All rights reserved
- 5. 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 © 2011 Deloitte Consulting AG. All rights reserved
- 6. Social data needs to be used with corporate data to drive specific actions & decisions © 2011 Deloitte Consulting AG. All rights reserved
- 7. 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 © 2011 Deloitte Consulting AG. All rights reserved
- 8. 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 © 2011 Deloitte Consulting AG. All rights reserved
- 9. 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 © 2011 Deloitte Consulting AG. All rights reserved
- 10. 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... © 2011 Deloitte Consulting AG. All rights reserved
- 11. Social data provides real insight into the market – whether of risks or opportunities © 2011 Deloitte Consulting AG. All rights reserved
- 12. 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. © 2011 Deloitte Consulting AG. All rights reserved
- 13. 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
- 14. 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 © 2011 Deloitte Consulting AG. All rights reserved
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