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  • admin 9:51 am on November 16, 2017 Permalink
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    Taking customer journey from mapping to guiding 

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  • admin 9:51 am on September 3, 2016 Permalink
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    21 Cheeky Mobile Shopping Statistics That Prove Mobile Is Taking Over the World 

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  • admin 9:47 am on March 12, 2016 Permalink
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    Taking the IDW Global Part I The Architecture 

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  • admin 9:53 am on July 21, 2015 Permalink
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    Broadway Travel: Taking Customers on a Journey with Digital Marketing for an Enjoyable Holiday 

    The travel business has changed dramatically since 1948 when the UK’s Broadway Travel started in Luton, England.  Now, based in Luton and Newcastle, Broadway Travel’s mission is for its customers to have an enjoyable holiday and an enjoyable experience booking that holiday so they’ll come back and book again. With the highly competitive world of online travel, Broadway Travel knew they had to improve their user experience, grow their customer base, and develop a highly agile and scalable solution to communicate quickly and effectively.

    Jason Waldron Marketing Director

    Jason Waldron
    Marketing Director

    “We spend annually three million pounds a year on marketing. A lot of those campaigns are highly tactical.  We work with a number of different hoteliers, a number of different resort offices, and really it’s about bringing that product to the consumer in a quick, timely fashion that they like and will engage.” – Jason Waldron, Marketing Director, Broadway Travel

    In just 5 years, Broadway Travel has grown their database from 50-thousand to 1 million subscribers. (Broadway Travel has a secret weapon for the growth in their database that we’ll describe later – so cool!) They don’t just send mass emails and hope they stick.  Broadway Travel sends individualized communications to a highly segmented audience, understanding their preferences AND their web behavior so the communications and offers are relevant to the customer. Segments include City Breaks, Long Haul, Cruise, Caribbean etc. and the creative and channel that the customer is offered next depends on their actions (whether they’re already booked on a trip or are responding to a real time image on their website or responding to an email.)

    “We have a two-pronged attack, so we’d look at the preference center and would tag that information based on their preferences.  But, the way that we actually communicate, we can see that they click through on something that’s slightly different to what their preference is.  If that happens multiple times, then we create some logic behind that to say, ‘Okay.  This person’s clicked on this four or five times. It’s clearly something that they’re interested in. How do we get them over the finish line?’” – Jason Waldron, Marketing Director, Broadway Travel

    Screen Shot 2015-07-09 at 3.57.13 PMAll this happens with Teradata Integrated Marketing Cloud with Digital Marketing Center (DMC).  When someone subscribes to Broadway Travel, they are sent a “Welcome Kit” which includes a short questionnaire about the customers’ preferences. Above all, Jason told us “consistency is king.” Broadway Travel must stay consistent to their brand in all their multi-channel communications to the consumer so they understand what the brand is all about. “That’s been a huge learning curve before we came to Teradata.  We would sometimes go off on silos, different pronged attacks, different messages.  And what we’re able to do is bring that all together in a uniform fashion.”

    The Database Secret Weapon

    Earlier you read that Broadway Travel increased their database from 50-thousand to 1 million subscribers in just five years.  Teradata Interactive is a service for lead acquisition that captures customer data at the beginning of the customer journey and nurtures those leads with relevant and consistent messaging, accurate audience targeting and a clear understanding of buying behaviors.Screen Shot 2015-07-09 at 3.57.32 PM

    “So by the time those leads actually come into our system or our possession, they’re already very well attuned to what Broadway is, how Broadway’s set up and what their expectations were.  So what that actually ended up with was much less on subscribes from the data, but much more engagement, because they were so far down the funnel already that it was quite easy for us.  We have carried on working with them and growing the database.” – Jason Waldron, Marketing Director, Broadway Travel

    The result are IN!  And they’re pretty incredible.

    • Leads expanded by 250%
    • Average open rates increased from 16% to 21% with some segments over 40%
    • Monthly call volumes tripled!  1600 twelve months ago to 4,000 direct from email

    Perhaps one of the biggest competitive advantages Broadway Travel has, is its ability to quickly deploy deals to hundreds of thousands of potential customers in just a 1/2 hour.

    “We can get straight to market very, very quickly.  The consumers are not stupid.  They’ve picked up on that very, very quickly.  So when we’re running campaigns, like a Flash campaign, we’d run those offers, those deals, and they’re pretty much signed within 45 minutes.  They’re out the door.  And we’re seeing uptake of two to three hundred sales in a very, very short period of time.” Jason Waldron, Marketing Director, Broadway Travel

    Congratulations to Broadway Travel for all their success giving customers an enjoyable experience booking their holiday.

    The post Broadway Travel: Taking Customers on a Journey with Digital Marketing for an Enjoyable Holiday appeared first on Insights and Outcomes.

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  • admin 9:53 am on July 11, 2015 Permalink
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    Broadway Travel Taking Customers on a Journey with Digital Marketing 

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  • admin 9:47 am on July 9, 2015 Permalink
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    The Maturity Model Taking the Growing Pains out of Hadoop 

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  • admin 10:37 am on June 12, 2015 Permalink
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    Webinar: The Maturity Model: Taking the Growing Pains out of Hadoop 

    Register for this episode of The Briefing Room to learn from veteran Analyst Rick van der Lans, as he discusses the emerging roles of Hadoop within the analytics ecosystem. He’ll be briefed by Ron Bodkin of Think Big, a Teradata Company, who will explore Hadoop’s maturity spectrum, from typical entry use cases all the way up the value chain. He’ll show how enterprises, that already use Hadoop in production, are finding new ways to exploit its power and building creative, dynamic analytics environments.
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  • admin 9:52 am on May 7, 2015 Permalink
    Tags: , , industries, ResourceConstrained, Taking   

    Taking Advantage of Big Data in Resource-Constrained Industries 

    For those of you reading my blog for this first time, welcome.  In my first blog, I introduced myself including the fact that during the course of my career I moved from the US to Australia. Well I have moved again, this time not to another country but  rather from Canberra to Melbourne. In doing so I have shifted the primary industry I support from Public Sector to Retail. I say primary because I will still be involved in the Public Sector and will also have the opportunity to support other industries as well.

    During my initial meeting with retail customers, a common question (concern) I have heard is given the tight resource constraints they face, how can they position themselves to take advantage of the new analytic capabilities being introduced in the era of big data? This concern is not uniquely a challenge of retail organisations as many other industries are resource-constrained and there has been significant coverage of the lack of big data skills available in general.

    At the same time of these discussions Bill Franks, Teradata’s Chief Analytics Officer, published an article on CMS Wire: The Key to Analytics for the Masses in which he advocates rather than educating and training a broader cross-section of employees to understand and make use of analytics in their day-to-day-jobs focus on changing their actions to take the results of analytics into account. Bill goes on to describe what analytics-driven behaviour looks like.

    How can an organisation get the results of big data analytics into the hands of decision makers?

    To me it requires enabling two distinct pathways. The first is to be able to ‘publish’ the results of analysis to processes and applications, for example Call Centre applications such as Next Best Offer, Cross-Sell/Up-Sell, etc.   The second pathway is to enable self-service big data discovery for true business users who might not be SQL-savvy let along big data savvy and the secret to this lies in having the few (data scientists / business analysts) publish big data applications for the many (business users).

    Data scientists and business analysts are uncovering incredible insights; they understand the business, analytics and the data; they understand how to interact with big data tools. Business users need access to big data insights in an easy to user interface with the ability to interact with the results through visualisations. They need access via a self-service so that they can get answers when the need it.

    To close the skill gap and significantly reduce the complexity of big data implementations, Teradata, has introduced a solution called Big Data Apps, which is powered by Teradata Aster AppCenter. Big data apps bridges the gap between data science and the business community by delivering easy to use, scalable and resuable apps that extend the reach of big data to the people who can maximise on the value.

    ‘Teradata has taking a significant step forward with this new solution by expanding its technology solution to include applications that make the analytics accessible and consumable for the typical business user.’
    – Dan Vesset, VP, Big Data Analytics Research, IDC

    These purpose-built apps are designed around answering a key business question, such as what is the sentiment of customers or what is the sequence of events that lead to churn. The program logic, analytic expertise, domain expertise and data integration and modeling are all wraped up into a big data app. The enterprise users can interface through a web-based portal to click to insights. Teradata has developed pre-built apps in the form of templates to accelerate time to value where the business KPIs, data integration and models to visualisations are captured and ready to rapidly implement. The following figure provides a Retail App example:

    The bottom line is even resource-constrained industries can and should leverage big data analytics to deliver outstanding customer experiences, improve customer acquisition and retention and create significant revenue opportunities. Don’t look to create data scientists or even analysts out of your business users, rather empower them with actionable insights, and enable them to make informed decisions.

    Unlock your data. Unlock the insights. Leverage the few. Empower the many.

    Monica Woolmer has over 25 years of IT experience who has been leading data management and data analysis implementations for over 15 years. As an Industry Consultant Monica’s role is to utilise her diverse experience across multiple industries to understand client’s business, articulate industry vision and trends and to identify opportunities to leverage analytics platforms to support, enable and facilitate the client’s strategic business improvement and change agendas. Monica has a cross-industry focus and is currently primarily assisting Retail and Public Sector clients across Australia and New Zealand. Connect with Monica via Linkedin.

    The post Taking Advantage of Big Data in Resource-Constrained Industries appeared first on International Blog.

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  • admin 9:52 am on January 25, 2015 Permalink
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    NRF Show 2015: Look Where Data is Taking Retail! 

    The National Retail Federation’s Big Show, held annually in New York City, is THE show for everything that makes retail happen. Wanna see the latest in store design? You can see it at the Big Show. Who’s offering mobile payment? It’s at the Big Show. What’s next in HR for retailing? That’s there, too.

    The one common thread to it all? Data.

    Data is the backbone, the juice in retailing. And if the show is any indication, retailing continues to lead in the application of data of any kind.

    When we did our study of data usage for marketing applications in retailing and CPG firms last year (To access, please click here:  http://bit.ly/1Ji95K8 ) — we chose these retailing and CPG simply because we knew there would be wide variance in data usage. We expected to find some firms that were very mature and some that were not, and we weren’t disappointed. But retailing is where the cutting edge of data-driven decision making is in business.

    So where is data taking retail? Or rather, where will data take all of us?

    If NRF is the bellwether, then here’s a few places we should consider. The first is supply chain/demand chain linkage. I heard a lot of talk on the show floor around the idea of connecting data from the transactional side (who is buying what right now) to the supply side (getting product on the shelf). This connection has two huge implications.

    First, it’s really hard to keep the R in CRM. So hard, in fact, that few are really trying. Forget a relationship – what we’re trying to do is to manage this customer experience in such a way that we have permission for the next one. A stock-out may lead us to lose that next chance. Where a lot of pundits have gotten customer empowerment wrong is that they’ve focused on things like product reviews. ‘Be nice or get a bad review!’

    While those aren’t unimportant, the real power being wielded by today’s customer is the ability to shop around so efficiently. If you’re out-of-stock, you’re out of the next search. And out of stock doesn’t only mean you had it and now you don’t. It also means you never had it to begin with. That’s why the demand link is so critical.

    The second factor to this demand to supply link is margin. If you over-estimate demand and have too much stock, carrying costs are increased, mark-downs are more likely, and a host of other bad things. Better demand forecasting in real-time means better inventory management, avoiding stock-outs and overstocks while driving carrying costs out. We think this connection of supply chain and demand chain is so important, it is actually the subject of our next research project (if you’d like to participate or just chat about it, send me an email), assuming we can find enough good examples. My fear is that so many people are just starting to work on this, it may be a while before we know how this will play out.

    So one place we’re going is what I call vertical data integration – focusing on that supply and demand link.

    A similar theme of this year’s NRF Big Show is a collective “deep breath.” While PwC’s 18th annual survey of CEOs concludes that big data analytics are the most important technologies for investment this year, I really think that retailing is going to take a deep breath and get more strategic about managing what it has and how it is used. Rather than rush to acquire the latest technology, the questions now are going to be more about … “How do I connect the systems I already have and get the most from the data we’re collecting now?”

    Just as NRF was concluding, the holiday retail sales figures were released. If you just looked at Black Friday to Christmas, sales were disappointingly flat. But if you broadened your view, sales grew a healthy 4%. What we’ve observed is a fundamental shift in the way we shop for the holidays – with online sales happening sooner and the effects of gift-cards pushing sales in January. Holiday sales now begin at the beginning of October and are just concluding.

    This fundamental shift means that retailers don’t really know what’s going on – unless they are heavily engaged in analytics and Dynamic Customer Strategy, meaning they are testing and learning, not just mindlessly discounting. I think this period of learning about how consumers are really shopping is the one factor driving this pause.

    This collective deep breath is retailing’s version of two themes I’ve heard over the past six months at tech conferences: Innovate and integrate. If innovation is being driven by the business unit and integration by IT, then we have a problem, and Houston, we have a problem. That type of disconnect will lead to further technology bloat, or the adoption of over-lapping point solutions.

    Rather, I agree with Lisa Arthur, Teradata Applications CMO and author of Big Data Marketing (Wiley), who thinks that innovation will come through integration, and we both think retailing is where this will happen first. That’s not to say that we won’t see mobile payment systems being purchased, or that there won’t be additional investments in other customer-facing technologies, visual analytics, or other technologies. There will, but the organizations that are further along are focusing more of their efforts on making systems work together.

    Another theme I’ve heard at tech conferences is that IT needs to reclaim its seat at the strategic table. Nowhere is that more obvious than in retailing. The cloud and its subscription models enable marketing to buy technology and pay for it out of an operating budget. What I’ve been hearing from retailing CIOs is that this often gets done and IT gets brought in late in the process, if at all. As a consequence, not only is there technology bloat but resistance to integration becomes a problem. As I’ve heard over and over, business unit managers are quick to ask and expect data from other sources but loathe to provide data. And without someone who understands the big picture of data and IT sitting at the strategic table, it just doesn’t happen.

    But what is also different about retailing is that this is the first conference in at least a year where I spoke to an audience equally balanced between IT, data scientists, and marketing practitioners. That kind of participation (particularly by marketers) bodes well for bringing it all together.


    Dr. Jeff R. Tanner is Professor of Marketing and the Executive Director of Baylor University’s Innovative Business Collaboratory. He regularly speaks at conferences such as CRM Evolution, Teradata Partners, Retail Technology, INFORMS, and others. Author or co-author of 15 books, including his newest, Analytics and Dynamic Customer Strategy, he is an active consultant to organizations such as Lawrence Livermore National Laboratory, Pearson-Prentice Hall, and Cabela’s.


    The post NRF Show 2015: Look Where Data is Taking Retail! appeared first on Data Points.

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