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October 2002 Campaign Tracking & Analysis Module (CTAM) ~ Concept Design Hugh McKay.

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Presentation on theme: "October 2002 Campaign Tracking & Analysis Module (CTAM) ~ Concept Design Hugh McKay."— Presentation transcript:

1 October 2002 Campaign Tracking & Analysis Module (CTAM) ~ Concept Design Hugh McKay

2 ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS 1 Why CTAM ? Post Campaign Analysis and tracking has always suffered from reprioritisation when there have been resource limitations The need to remove the ad hoc nature of campaign analysis to regular reporting for efficiencies Accessibility of Campaign results by all of Portfolio Management and wider Cards in a consistent format

3 ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS 2 What is in CTAM Accessed through Essbase there will be 4 modules once fully implemented Phase I - implementation 1/10/02 Base Campaign Portfolio Phase II – Implementation due ?? Complex Campaign Niche Demographic measures More complex key measures

4 ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS 3 Phase I implementation Base Campaign Allows the end user to view campaigns and drill down by dimensions : Total Campaign, Cell, Offer and compare Mailed to responders to control groups(where available) Data is available as either tabular or graph time series for key performance Measures as requested in the BRD Portfolio Allows the user to view the same key performance measures as for base campaign but at the portfolio level. The portfolio dimensions that can be selected are : product, revolving status, market segment, loyalty, scheme, acquisition channel, customer segment, bill code By providing this information users can compare campaign performance versus portfolios in addition to controls.

5 ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS 4 Monthly Updating Campaigns Data on a campaign becomes available once responders are loaded, a parameter file drives the number months of data presented pre and post campaign. Typically, the campaign will be tracked for 6 months of historic data pre mail date and 2 yrs post mail date. All campaigns will be updated monthly, with data typically available mid month. Portfolios Portfolio measures will be updated monthly in line with campaigns going forward. The Statement measures are available for 27 months.The End of Month measures will start from July 2002 Niche Typically 12 months of historic data (where available) will be loaded and subsequently tracked forward according to requirements

6 ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS 5 Building a system – Key milestones 1.Design and build key cyclic measures table (AUSSCORE) including initial population of 24 months data and monthly load process - 1 record per account,(1.87m records) - 1923 fields per record - 27 months of rolling data - approx 36K cylinders of data storage ($8k per month) - approx CPU cost of $60K to load initial data 2.Develop Weekly loading procedures to AUSPROMO 3.Develop monthly extract and merge process from AUSPROMO and AUSSCORE to SAS 4.- approx cost of $30K to extract to date, approx $10K per month ongoing 5.Develop Driver file for campaign monitoring (start and end dates) 6.Develop in SAS summarised data for Essbase cube load 7.Develop Essbase reporting suite 8.Load past campaigns to AUSPROMO

7 ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS 6 CTAM structure Market Pulse Campaign Module (CTAM Phase II) Contact Selection (Market Pulse, DMIS, SAS) Selected Mailhouse & Systems Excludes Contacted Response Rules (Market Pulse, DMIS, SAS) Response Banking & Demog Data x Campaign / Portfolio x Account AUSSCORE Current AUSSCORE Previous... MONTHLYMONTHLY Summarise by Segment / Cell REPORTING Customer Segments x Month x Performance AUSPROMO All Customer Contact x Campaign x Cell x Response WEEKLYWEEKLY

8 ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS 7 Loading campaigns to AUSPROMO

9 ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS 8 Campaign selection and contact … CAMPAIGN BRIEF (Business Case, Extract, Analysis, Fulfil) Selected Target & Control FORMAT Extract targets from Market Pulse / DMIS Manipulate data in SAS and assign cells Exclusions – Address, block code, delinquency Contacte d Target Direct Mail PIF Statement SYSTEMS MAILHOUS E Triad Acquire Insurance SYSTEMS AUSSTMT fields – Statement mailed, hopper code MAILHOUSE Returned mailfile - formatted with required fields FOR MAT AUSPROMO All Customer Contact x Campaign x Cell x Response W EE KL Y UP DA TE WEEKLY APPEND Weekly Change Report BA CK O UT C O DE Historical Contacted Target Historical Selected Target & Control MAILFILE DATASETS SELECTION DATASETS

10 ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS 9 Extracting and manipulating performance data

11 ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS 10 Collating performance data by segment … AUSSCORE Account dimensions Demography Account status AUSPROMO All Customer Contact x Campaign x Cell x Response AUSSCORE Statement dimensions Spend,Fees Interest Loyalty Autotag records if Campaign analysis required for processing month Automatically identify Portfolio or Niche membership and extract data DIMENSION: Campaign / Portfolio / Niche DATA: Banking / Demographic / Time LEVEL: Account Match each Campai gn / Portfoli o / Niche record in AUSPR OMO with banking behavio ur and demogr aphic profile and tag with process ing month DIMENSION: Campaign / Portfolio / Niche DATA: Banking / Demographic / Time LEVEL: Dimension Statement & EOM SUMMARISE / AVERAGE FOR EACH DIMENSION The whole process requires automation, driven by Campaign analysis periods and Portfolio / Niche segment definitions. It will run automatically when calendar month data is available each month.

12 ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS 11 Reporting to Portfolio Management

13 ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS 12

14 ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS 13 Control (Type = C)Mailfile (Type = M) Responded (Y, N or P) ~ Campaign specific View results Choose campaign Choose cell Choose period Reporting Campaign Choose view

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19 ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS 18 AUSSCORE The file Purpose: Predictive Datamart Extracts Initial subset of around 20,000 accounts Validation of key algorithms pre campaign CTAM Extract Application of key algorithms over whole base Scoring and cycling of bad and doubtful debts Features: Combined account view covering transferred accounts There is no central account number. Identifies and uses the correct statement Changes in cycle date can cause statement skips Transferred before / after statement date

20 ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS 19 Preselection process AUSSCORE Measures by Dimensions SAS Dataminer produces Algorithm Extract 20000 Records Convert to M204 UL SAS Results M204 Results Compare Results AUSSCORE Results stored

21 ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS 20 AUSSCORE The file File size: Uses 36730 Cylinders 70 fields have 27 months history 33 fields are either Static or Invisible Design: Monthly update Single or many records Single record chosen Multiple or Single Occurrences Due to potential Data Quality we chose Single Move monthly 1 to 2,2 to 3 etc User Language only available

22 ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS 21 AUSSCORE The file Features: About 1200 fields are Non Occurs Scanning time and space used (3600 bytes) Define fields as occurs fields limit of 743 individual fields Multiply Occurs could solve this Maximum of one page of occurs fields Define first occurrence as occurs front of record Fast access as the latest is access most often Using Float 4 could cause rounding errors Account number is 16 digits cannot be Ordered Number Packed with DP would save space Extension records using Prime IRNs Increased

23 ACCOUNT MANAGEMENT TEAM, PORTFOLIO ANALYTICS 22 AUSSCORE The file


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