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Building and Implementing an Information Solution Strategy Program, and a Case Study of a Consumer Web Information Strategy Jim Schoebel, Director, Information.

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Presentation on theme: "Building and Implementing an Information Solution Strategy Program, and a Case Study of a Consumer Web Information Strategy Jim Schoebel, Director, Information."— Presentation transcript:

1 Building and Implementing an Information Solution Strategy Program, and a Case Study of a Consumer Web Information Strategy Jim Schoebel, Director, Information Solutions Consulting, HCSC Rikki Samuels, Sr. Manager, Information Solutions, HCSC

2 Biography Rikki Samuels, Sr. Manager, Information Solutions, HCSCs Analytics and Information Management Division 20+ years, in business intelligence and data warehousing consulting, BI developer, software release management Senior Manager of Information Solutions in Health Care Services Corporation's Analytics and Information Management Division. Leads a center of excellence and facilitation center for information strategies and informatics consulting. Jim Schoebel, Director, Information Solutions Consulting, HCSCs Analytics and Information Management Division 20+ years in customer service, application development and support, and information management Leads a team tasked with identifying business information needs centered around consumers, and developing solutions to deliver information to meet those needs through an iterative prototyping approach. 2

3 Introduction Terminology demystification Background and History Building the Information Strategy Program Information Strategy Program Overview Web Information Strategy Case Study Q&A Appendix 3

4 Strategy???? 4

5 Terminology A Strategy is… 1. An assessment of a situation (problem or opportunity) A point of view on how to address it A plan for doing so 5 A Information Strategy is…

6 Business Analytics Focuses On: The effective use of INFORMATION and DATA To drive POSITIVE BUSINESS ACTIONS

7 Complex Questions Who is likely to go to a private or public exchange? What products should I sell various members or groups? Who is likely to lapse? What retention interventions work for each type of member? What channels will be most effective in communicating to consumers? Which clients will benefit most from self-service? What are the intended and unintended consequences associated with new compensation systems? What clinical information would professional providers benefit from? Who is likely to have an acute exacerbation such that we can target them for a medical management program?

8 A Culture of Business Analytics Improve efficiency, increase profitability, do things better, smarter, faster An Analytics culture must be embedded within the enterprise strategy and business operations From Getting Started with Analytics by Biraja Ghoshal, IM Magazine, 3/12/12

9 9 Consumer Intelligence Hub TMG Part D Applications & Enrollment SalesForce Prospects, Application Final Dispositions Web Accounts, Preferences Web Demographics, Channel Preferences Silverpop campaigns SYS80, Vantage Applications Completed via Online Sales Channel Leverage Clickstream Behavior Measure ROI for Marketing Campaigns eChannels Conceptual Information Framework VDM, Radiant 6, Vitrue Claims Prospects Campaigns Memberships Members Care Management eChannel Information Online Sales Channels BCBSxx.com Social Media Mobile Platforms BAM Web Behavior: Holistic View of All Electronic Touch points Enable Holistic View for Customer Service Leverage Social Media Behavior to recognize trends Encourage Care Management via Mobile Messaging Monitor Online Application Process

10 Information Strategy Delivering an Information Solution Information Solutions Definition Information Solutions Development

11 11 Business Interviews Information Needs Evaluation Information Gaps Evaluation Prioritization Process High Level Business Outcomes High Level Information Needs Ease of Implementation Information Gaps Business ValueRoadmap Information Strategy Process

12 Conduct Business Interviews Learn the Current State, Pain Points Learn Desired Future State Capabilities Determine the Information Needs Determine the Information Gaps Recommend Solution & Roadmap 12 Identify: Business Needs High Level Information Needs Information Strategy Phase Summary

13 Information Strategy Activity Summary Preparation Opportunity Statement Research Scripting Housekeeping Administravia Interviews Debriefing Laundry Lists Process Results Building Deliverables Building Roadmap Cost Estimates Playback & Consensus Customer Playback Signoff Prepare for handoff

14 Tools Kickoff Meeting Opportunity Statement Interview Types Laundry Lists Gap Ranking System 14

15 Kickoff Meeting 1. Project purpose/overview 2. What will you do next with the Strategy 2. Important Dates 3. Deliverables Review - which ones do you want in the deck or otherwise produced? Are any missing? 1. Action Plan 2. Opportunity Statement 3. Current State Summary, Pain Points/Gaps 4. Business Outcomes and Capabilities 5. Information Needs 6. Information Gaps and Ease of Implementation Analysis 7. Conceptual Information Framework 8. Business Architecture and Data flows 9. Roadmap and Recommendations 4. Do you need an customer facing kickoff? 5. Coordination with Process, Architecture and Technology Teams 6. SME List 15

16 Information Consumers People who will use the Information Solution to run their operational business processes better, cheaper, faster; people who will use the solution as input to analytical models; or otherwise gain insights from it Information Provider People whose systems or processes will be used as a foundation for, or feed information into the new Information Solution Affiliated Project People who represent projects that have an overlap, common need, affiliation, contingency, or information generation or consumption connection to the Information Solution Consulted People from the Legal, Regulatory, or Internal Audit teams. These people may not be directly contributing or consuming the information that is part of the Information Solution, but may be responsible for inspecting it, ensuring compliance, or may be able to give guidance/consultation on legal/regulatory matters 16 Types of Interviews

17 Opportunity Statement 17 OPPORTUNITY STATEMENT (or problem statement if applicable) The opportunity ofContributing information of HCSCs E-channels into enhanced data centralization, analysis and strategic use of consumer centric information for the Consumer Intelligence Hub. Utilizing this information to support enterprise marketing efforts for better competitive positioning in existing market segments AND in preparation for the Exchange marketplace in 2014 (including other emerging markets). Is available toSales and Marketing, the Blue Access for Members system, HCM/Care Management, AIM Advanced Analytics, Actuarial, Subsidiary Partners (TMG, Dearborn National, DNoA) The result/impact of which isAn improved and quicker ability to gain intelligence and market insight (correlations and inter-relationships) on consumer preferences involving insurance purchasing patterns, drivers for retention, and to discover new channels for messaging and product offerings. A successful solution should provide Conformed and trusted data and metrics to support analytics on current and prospective members.

18 Laundry Lists 18 A laundry list describes a long listing of different things, especially things you need or things you have to do. This document is used to jot down the Business Outcomes / Capabilities as the Information Solutions Strategy Team hears them while conducting the Information Solutions Strategy Interviews. Business Outcome: increase adoption of mobile tools Where did we hear it? Mobile team interview on 3/7/12 What value does it bring to HCSC? If we can keep the member from calling the FSU it reduces costs, reduces claims costs if care management is integrated, keeping people in network Information Need: Customer Payment History Where did we hear it? Hallmark Application Systems team on 3/9/12 What Business Outcome does it support? At the time of the application for insurance, Hallmark would like to obtain data that will accurately predict the type of member a person will be (in terms of the propensity to lapse, pay on time, or pay late).

19 Gap Ranking 19 Gap Ease of Implementation (1=Easiest) 1 - Data is available internally, but not integrated 2 - Data is available externally, but not yet acquired 3 - Data is internal, not yet available 4 - Data is external, unstructured and/or anonymous Information Gap Ease of Implementation Application Final Disposition1 Clickstream Data1 Cons. Comm. Channel Preferences1 Demographics1 Hardware Used1 Med Supp Members1 Medicare Seminar Attendance1 Online Application Activity1 Part D Members1 SilverPop Campaign Catalogue1 Sold Product Details1 Webtrends Member ID1 Member Payment History1 Prospects2 Accums3 Campaign Portfolio3 Consumer s Sent History3 Episode Grouper3

20 eChannel Analytics Recommendation Business Outcome Optimize New Sales and Member Retention Customize the Consumer Experience Low Cost Service Model Build Brand Equity and Competitive Advantage Increase Healthy Outcomes Tier 3 Tier 2 Tier 1 High Low Value to the Business Today Easy Hard Ease of Implementation Value vs. Ease of Implementation A B D E C A B D E C

21 Roadmap Integrate Application ID VDM Q2 SilverPop Q1 Q3 Understand what Application IDs resulted in paid memberships Develop level of confidence working with VDM data and understand how to tie to Members Learn how to navigate SilverPop data and understand options for tying to Members Understand options for tying to online Application activity Q4 Social Media Understand what our Members are doing on the Social Media channels and tie to all electronic touch points Be able to drive social media visitors to become insurance prospects. Future Information Integration Integrate with Dearborn Life Integrate with Enterprise Customer Contact Management (ECCM) project

22 eChannel Analytics Prototype Recommendation OutcomePrototypeData Gaps ClosedBusiness Information 1A Optimize New Sales and Member Retention Report on the channel preferences for a person Member Profile, Consumer data Consumer Channel Preferences Member Profile Obtaining preferences will allow HCSC to more efficiently use marketing spend 2A Optimize New Sales and Member Retention Recognize which applications resulted in paid memberships Vantage/Sys 80, Member Profile Sold Product Details Application Final Disposition Member Profile HCSC will be able to calculate ROI on marketing efforts 3A Optimize New Sales and Member Retention Report on all clickstream data for a Member Member Profile, VDM Clickstream Data Campaign portfolio Member Profile HCSC will further enhance our ability for member profiling 4A Optimize New Sales and Member Retention Campaign ROI by determining if a targeted campaign population completed an application, and became a paid member SilverPop Campaign, VDM, Vantage/Sys 80, Member Profile) Sold Product Details Application Final Disposition Silverpop Campaign Catalog Member Profile HCSC will be able to calculate ROI on marketing efforts 5CLow Cost Service Model Integrate all campaigns for a Member into Siebel Member Profile, VDM, SilverPop, Siebel Campaign Portfolio Member Profile HCSC will be able to better respond to customer inquiries around marketing promotions. 6A Optimize New Sales and Member Retention Recognize that a prospect was a prior member Prospects, Consumer Data, Member Profile, SilverPop BAM registration Prospects Demographics Member Profile HCSC will be able to better profile that prospect and offer them similar product offerings that they had in the past. 7D Build Brand Equity and Competitive Advantage Recognize all electronic touch points (excluding Social Media) for a person (including all s) Member Profile, VDM, SilverPop, Siebel, BAM, & Marketing Messages Sent, Alineo Messages Sent Siebel, BAM & Marketing Messages Sent Webtrends Member ID Consumer s Sent Member Profile HCSC will be able to respond to inquiries around eChannel promotions and proactively market in this fashion 8D Build Brand Equity and Competitive Advantage Recognize all electronic touch points (including Social Media) for a person (including all s) Member Profile, VDM, SilverPop, Siebel, BAM, & Marketing Messages Sent, Alineo Messages Sent, Social Media Data Siebel, BAM & Marketing Messages Sent Webtrends Member ID Consumer s Sent, Social Media Data Member Profile HCSC will be able to respond to inquiries around eChannel promotions and proactively market in this fashion 9A Optimize New Sales and Member Retention Harvest demographic information from social media channels and tie to members and prospects Social Media data, Member Profile, Prospect, VDM Social Media Data, Campaign Portfolio Prospects Member Profile HCSC will better understand the preferences and activity of consumers that are using social media.

23 Best practices Research ahead of interviews Plan ahead for results processing Plan interview debriefs Use the Laundry Lists Know your interview type Make an inventory of all data sources so Prototyping can use it Always be working backwards in your head from your finished deck The more heads the better for results processing Recognize operational vs. strategic or analytical needs 23

24 Case Study E. Case Study30 or 20? 1. Problem statement (campaign touchpoints, understanding interactions) 2. Business Drivers 3. Findings 4. Data Source Inventory, ultimate sources 5. Prototype Roadmap, how it fits in with overall consumer intelligence project 6. Prototype Results - VDM, accelerating requirements and design for big use case 7. Sandbox approach 24

25 Roadmap Integrate Application ID VDM Q2 SilverPop Q1 Q3 Understand what Application IDs resulted in paid memberships Develop level of confidence working with VDM data and understand how to tie to Members Learn how to navigate SilverPop data and understand options for tying to Members Understand options for tying to online Application activity Q4 Social Media Understand what our Members are doing on the Social Media channels and tie to all electronic touch points Be able to drive social media visitors to become insurance prospects. Future Information Integration Integrate with Dearborn Life Integrate with Enterprise Customer Contact Management (ECCM) project

26 Case Study Overview The goal of this effort is to create a high level information strategy for a centralized set of Consumer eChannel information. eChannel Information is defined as any consumer data that HCSC obtains or uses via these four methods: The eChannel information is an important component of the larger Consumer Intelligence Hub. The Consumer Intelligence Hub will contain consumer centric information and intelligence capacity on all consumers that HCSC interacts with (subscribers, members, previous enrollees and prospects). Member Service App Provider Finder App Text messaging Mobile notifications Facebook Twitter Foursquare Blog Sales promotions Advertising Educational content Online Sales Channel Member Self-Service HCSC Internet Sites Mobile Social Media

27 Inability to determine R.O.I. of marketing campaigns (quantification of new policy revenue back to total spend on campaigns) Clickstream data is not integrated with member information (inability to identify if an internet visitor is a past member, a current enrolled member, or a prospective member) campaign lists are not integrated with member information (inability to determine if the recipient is a member or a prospect) Enrollment applications are fed into SalesForce.com, but not all sales leads are integrated with SalesForce.com – Additionally, applications are taken online but are processed independently by Hallmark Operational disconnect between all eChannel portals, and between eChannels and traditional channels (e.g. online applications, operations, and the sales office). Emerging focus on Social Media channels (not yet integrated with the broader consumer intelligence initiative) We have many electronic capabilities but are not leveraging them holistically 27 Current State

28 Pain Points Inability to identify all digital touch points for a Consumer – Cant understand what drives the conversion of web traffic – Cant use eChannel intelligence to widen the sales funnel – Challenges with tying web traffic to a marketing campaign – No visibility into number of touch points it takes to acquire new customers Challenges with monitoring the enrollee application process – Difficulty in tying the online applications to a sold policy – No visibility into the online application process coordination issues and reconciliation to the marketing campaign – Several HCSC business areas use a vendor for campaigns (no central coordination of all marketing campaigns) – Clicks within an can not be tied back to a marketing campaign 28

29 eChannel Information Solution Strategy Focus on information available via electronic channels 29 What do we want to use eChannel information for? What do we want to do with eChannel information? What do we want to learn from eChannel information? Business Outcomes Where is the information stored today? How does it support the business outcomes? How can we fill the information gaps? Information Sources Consumer Intelligence Hub Retail Lead Optimization Distribution, Sales and Marketing Consumer Intelligence Business Case …to inform these broader efforts eChannel Information Strategy

30 eChannel Information Findings Summary Business Outcomes Optimize New Sales and Member Retention Customize the Consumer Experience Build Brand Equity and Competitive Advantage Increase Healthy Outcomes Support the Low Cost Service Model A B C D E Foundational Capabilities 1. Ability to recognize all electronic touch points for a person (including all s) 2. Ability to recognize the channel preferences for a person 3. Ability to tie clickstream data to a person 4. Ability to track a persons memberships over time 5. Ability to harvest demographic information from social media channels

31 eChannel Analytics Prototype Recommendation OutcomePrototypeData Gaps ClosedBusiness Information 1A Optimize New Sales and Member Retention Report on the channel preferences for a person Member Profile, Consumer data Consumer Channel Preferences Member Profile Obtaining preferences will allow HCSC to more efficiently use marketing spend 2A Optimize New Sales and Member Retention Recognize which applications resulted in paid memberships Vantage/Sys 80, Member Profile Sold Product Details Application Final Disposition Member Profile HCSC will be able to calculate ROI on marketing efforts 3A Optimize New Sales and Member Retention Report on all clickstream data for a Member Member Profile, VDM Clickstream Data Campaign portfolio Member Profile HCSC will further enhance our ability for member profiling 4A Optimize New Sales and Member Retention Campaign ROI by determining if a targeted campaign population completed an application, and became a paid member SilverPop Campaign, VDM, Vantage/Sys 80, Member Profile) Sold Product Details Application Final Disposition Silverpop Campaign Catalog Member Profile HCSC will be able to calculate ROI on marketing efforts 5CLow Cost Service Model Integrate all campaigns for a Member into Siebel Member Profile, VDM, SilverPop, Siebel Campaign Portfolio Member Profile HCSC will be able to better respond to customer inquiries around marketing promotions. 6A Optimize New Sales and Member Retention Recognize that a prospect was a prior member Prospects, Consumer Data, Member Profile, SilverPop BAM registration Prospects Demographics Member Profile HCSC will be able to better profile that prospect and offer them similar product offerings that they had in the past. 7D Build Brand Equity and Competitive Advantage Recognize all electronic touch points (excluding Social Media) for a person (including all s) Member Profile, VDM, SilverPop, Siebel, BAM, & Marketing Messages Sent, Alineo Messages Sent Siebel, BAM & Marketing Messages Sent Webtrends Member ID Consumer s Sent Member Profile HCSC will be able to respond to inquiries around eChannel promotions and proactively market in this fashion 8D Build Brand Equity and Competitive Advantage Recognize all electronic touch points (including Social Media) for a person (including all s) Member Profile, VDM, SilverPop, Siebel, BAM, & Marketing Messages Sent, Alineo Messages Sent, Social Media Data Siebel, BAM & Marketing Messages Sent Webtrends Member ID Consumer s Sent, Social Media Data Member Profile HCSC will be able to respond to inquiries around eChannel promotions and proactively market in this fashion 9A Optimize New Sales and Member Retention Harvest demographic information from social media channels and tie to members and prospects Social Media data, Member Profile, Prospect, VDM Social Media Data, Campaign Portfolio Prospects Member Profile HCSC will better understand the preferences and activity of consumers that are using social media.

32 Information Solution Definition & Development leverages an Agile BI approach with Information Governance embedded in each activity Prototype Iterations Profile data Load data Develop results Validate with business Enhance data Enhance results Governance Agile Methodology

33 Questions? Thanks for Listening! 33 Rikki Samuels Sr. Manager, Information Solutions, HCSC Jim Schoebel Director, Information Solutions Consulting, HCSC

34 Appendix Deliverables Guidelines Information Solution Definition Activities Information Solution Development Activities Deliverables Guidelines Sample Interview Questionnaire eChannel Summary Information Gaps Summary 34

35 3 Activities Information Solution - Strategy Information Solution – Definition Information Solution – Development 35 Prototype Iterations

36 Information Solution Definition Information Requirements Activities: Gather detailed information requirements Develop scope statement Develop information process flows Develop conceptual solution architecture Data Classification Deliverables: Information process flows Overall solution scope statement Conceptual solution architecture Activities: Gather detailed information requirements Develop scope statement Develop information process flows Develop conceptual solution architecture Data Classification Deliverables: Information process flows Overall solution scope statement Conceptual solution architecture Data Requirements Activities: Data Requirements Gathering Data Profiling Data Quality Measurement Deliverables: Data requirements Data grains Major dimensions Green tables Data matrix Data model Metrics, KPIs and definitions Activities: Data Requirements Gathering Data Profiling Data Quality Measurement Deliverables: Data requirements Data grains Major dimensions Green tables Data matrix Data model Metrics, KPIs and definitions

37 Information Solution Development Environment Activities: Design logical and physical data models Develop analytical models Identify business rules and triggers Develop reports Deliverables Raw data Integrated data ADSs Reports Prescriptive or predictive model Data model Business rules and triggers for automated intelligence based processes Activities: Design logical and physical data models Develop analytical models Identify business rules and triggers Develop reports Deliverables Raw data Integrated data ADSs Reports Prescriptive or predictive model Data model Business rules and triggers for automated intelligence based processes Documentation Activities: Document business process flow Document source to target and transformation rules Populate meta data repository with information solutions meta data Deliverables: Meta data Finalized business process flow Mapping documents Right size governance (terms, definitions, business rules, metrics, code sets, analytic models) Classifications for new/changing data Information quality metrics Activities: Document business process flow Document source to target and transformation rules Populate meta data repository with information solutions meta data Deliverables: Meta data Finalized business process flow Mapping documents Right size governance (terms, definitions, business rules, metrics, code sets, analytic models) Classifications for new/changing data Information quality metrics

38 Deliverables Critical Path Guidelines Discretionary Deliverables to learn about the thing yourself to be able to describe things to your customer to inform the next phase What Deliverables Are Required? Critical Path Deliverables Essential to the process Essential to inform the next phase Endorsed by Leadership

39 Information Consumer Questionnaire 39 1.In thinking about insert subject, tell us about the things you do with this information today. 2.What are your current pain points? 3.If you could use insert subject for anything you could, to drive your part of the business better, cheaper, faster, what would you want to be able to do with it? 4.What types of general insights would you like to get that you don't get today, if you had access to all of the information around this subject? 5.What types of outcomes would those insights help to drive? 6.How do you want to get this data? 7.What would make it most useful to you? 8.What schedule would you need it on? How often would you refresh this (report, model, etc.)? 9.How much history would you need? 10.What are your thoughts on how to keep it cohesive across business areas? 11.What are your thoughts on making an audit trail and information reconciliation available? 12.Do you have a current & future state process flow that we could get a copy of (only to the extent that it would help inform our understanding of what information is useful to you?) 13.Are there any timeline or other contingencies that we should know about? 14.Is there anyone else we should speak with?

40 eChannel Data Summary Login and Clickstream Data from: Other eChannel Data: Examples of Clickstream Data Mobile Member Service website Provider Finder Smartphone App Mobile Platforms Facebook Twitter Youtube Foursquare Blog Social Media Platforms Corporate Intranet Member Self- Service 3 rd Party Vendor Partner sites Internal Sites Four HCSC Public Websites On-line Sales Channel Other public facing websites Public Sites Vendor Campaigns Campaign Name Campaign Description Campaign Owner Campaign Target Population Campaign Timeframe Recipient Opened Confirmation Total clicks Likes Comments Plays Shares Entries Actions Published Stream Mobile visitation Mobile Hardware and Operating System QR Codes Visitation info: # of unique visitors, # of pages viewed, opened, downloaded, etc.. Navigation info: path analysis, where a person browsed, how long they browsed Funnel info: how far a visitor went into a tool (i.e. online application, quoting) Traffic as a result of a marketing campaign (SMG Search Analytics and Reporting) File specific info: type of downloaded file, download frequency, # of.pdf downloads Unique information about the visitor Unique information about the visit

41 Information Gaps Summary 41 There are 29 Gaps in the Information Needs. Gaps are Information Needs that are not yet fully defined, acquired, and/or integrated 1.Claims 2.Dental Members 3.Historical Memberships 4.Member 5.Memberships 6.Accums 7.Alineo Messages Sent 8.Application Final Disposition 9.BAM Messages Sent 10.BAM Registration 11.Clickstream Data 12.Consumer Communication Channel Preferences 13.Demographics 14.Hardware Used 15.Marketing Messages Sent 16.Med Supp Members 17.Medicare Seminar Attendance 18.Online Application Activity 19.Part D Members 20.Siebel Messages Sent 21.SilverPop Campaign Catalogue 22.Sold Product Details 23.Webtrends Member ID 24.Prospects 25.Campaign Portfolio 26.Consumer s Sent History 27.Episode Grouper 28.Groups Likely to Lapse 29.Individuals Likely to Lapse 30.Life Events 31.Pharmacy 32.Referrals 33.Social Media Data 34.Member Payment History


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