1. Copyright © 2007, SAS Institute Inc. All rights reserved. Analytics and the Customer Experience Larry Mosiman June 18, 2009

2. Copyright © 2007, SAS Institute Inc. All rights reserved. Analytics and the Customer Experience  Context – Communication and the customer experience  What it takes to be successful  Where can this approach be used?  Examples

3. Copyright © 2007, SAS Institute Inc. All rights reserved. Analytics and the Customer Experience  Context – Communication and the customer experience  What it takes to be successful  Where can this approach be used?  Examples

4. Copyright © 2007, SAS Institute Inc. All rights reserved. Analytics and the Customer Experience  Context – Communication and the customer experience  What it takes to be successful Reliable, broad, and deep Customer Insight Relevant and personal Customer Interactions Continuous Improvement  Where can this approach be used?  Examples

5. Copyright © 2007, SAS Institute Inc. All rights reserved. Analytics and the Customer Experience  Context – Communication and the customer experience  What it takes to be successful Reliable, broad, and deep Customer Insight Relevant and personal Customer Interactions Continuous Improvement  Where can this approach be used?  Examples

6. Copyright © 2007, SAS Institute Inc. All rights reserved. Analytics and the Customer Experience  Context – Communication and the customer experience  What it takes to be successful Reliable, broad, and deep Customer Insight Relevant and personal Customer Interactions Continuous Improvement  Where can this approach be used?  Examples

7. Copyright © 2007, SAS Institute Inc. All rights reserved. Cabela’s  Largest direct marketer, and a leading specialty retailer, of hunting, fishing, camping and related outdoor merchandise - $2.3 billion in sales.  Design promotional offers using analytically driven customer insight.  Tailor direct marketing offers to customer preferences  Understand the value of customers across all channels.

8. Copyright © 2007, SAS Institute Inc. All rights reserved. Carnival Cruise Line  Manage the customer experience for multiple aspects of a cruise  Leverage data and analytics to understand their cruisers and improve their experience  Marketing example

9. Copyright © 2007, SAS Institute Inc. All rights reserved. Marketing example: Carnival Cruise Line Behaviors Attitudes/PsychographicsDemographics Segmentation

10. Copyright © 2007, SAS Institute Inc. All rights reserved. Carnival segmentation example Loyalist 1 Time Customer Prospect Couples Mature Families With Kids Channel Preference Top Spenders Low Rate Shoppers Primary Segmentation Dimension (Behavior) Secondary Segmentation Dimension (Lifestage) Customers Targeted Communications Build Contact Strategy Around These Segments

11. Copyright © 2007, SAS Institute Inc. All rights reserved. Grocery  Relevant email specials  Order online  Shopping carts with monitors Communicate offers during the shopping experience Scan as you go Look up recipes Encourage impulse buying

12. Copyright © 2007, SAS Institute Inc. All rights reserved. Gaming  Casino, nightclubs, concert hall, restaurants, spa  Patron data across all areas  Analytics used for targeted offers

13. Copyright © 2007, SAS Institute Inc. All rights reserved. Other Areas  The online customer experience … Online analytics  The challenge of managing across channels  Many other examples Disease Management

14. Copyright © 2007, SAS Institute Inc. All rights reserved.Copyright © 2009, SAS Institute Inc. All rights reserved.