Real time marketing lessons from Suncorp

 One company. Many brands  8.5 million customers  Touch 40% of adult Australians  Banking Insurance Wealth

Real Time Marketing What we have today Interaction Collect data StoreAnalyseDecision Next interaction Latency of days to weeks  Transactional  Structured  Constrained capacity  Manual  Batched  Authenticated customer

 Some hype pushed by vendors  Structured to unstructured  Think table driven to algorithm driven  Super big data not needed Big Data Our take on it

If RTM is not new... What has changed? “ACT NOW!”

Real Time Marketing What we need tomorrow Interaction Collect data StoreAnalyseDecision Next interaction Latency of milliseconds to hours  Transactional  Structured  Behavioural  Interaction  In & out of system  Unstructured  Unconstrained capacity  Machine learning  Real time  Near real time Current interaction  Anonymously identified user

Lower the cost of growth + Deepen our connections with customers By  Unlocking value of data  Continuous conversations  Personalising user experiences

RTM– this time round  Reduce complexity  Connect data  Enforce standards  Experiment  Prove capability  Look for partners to learn from

 Common leads engine for all F/E  Analytical bandwidth and bench-strength  Content bandwidth & bench-strength  Source from same data marts  Upgradable toolsets  Iterate progress with business users

Thank you