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tonyellis
JohnBelchamber cio
headof newcapabilityandinnovation-cRM Brentcouncil
telefónicao2
Johnhalpin
John’scontributionatTelefónicaisunique–heactsastheinternal“expert”forthe camapaignAnalyticsManager
business,identifyingbusinessopportunitiesthatcanbepursuedthrougheffective co-operativeFinancialServices
deploymentofthecompany’scustomerdata,workingwithbothinternaland
externalteams.Useofdatawithinthecompanyhasincreasedsignificantly,with ScottLogie
data-drivenprocessesdeployedintotheoperationalenvironment. StrategyDirector
Hejoinedthecompanysevenyearsago,havingpreviouslyspentan occamDM
extendedperiodatWhitbreadinbothcompanyandgroup-levelpositions.At
O2,hesetupandmanagedcustomerdatabasesandcampaigndeliveryteams, DavidMurray
managingdirectcustomercommunicationacrossallchannels.Hethenbecame SalesDirector
responsibleforidentification,testingandimplementationofnewtechnology, theSoftwareBureau
processoranalyticalconcepts.
Telefónicaisinahighly-competitivemarketplace.TheUKistheonlycountry
intheworldwithfivemainplayersandthebusinesshasastrategytomaintain
itsnumberonepoisitonthroughreducingchurn,drivingbrandadvocacy,
deliveringmarket-leadingservicesandextendingitsproductrange,while
protectingrevenueandbuildingnewmeasures,suchascustomerfandom.
OneofBelchamber’sprojectshasbeencentraliseddecisioningand
campaignoptimisation.Historically,thecompanyhadcampaigndeliverysplit
betweeninboundandoutboundchannels.Theprojectbuiltatechnical
environmenttoconsolidatealltherequiredcustomerdataintoasinglearea,
deliveringacentraliseddecisioningprocessthatgeneratesaprioritised,“next
bestoffer”listforeachcustomer.
Johnalsobroughtinnewtheoriesfromtheacademicworldaroundvirality
tocreateapredictivemodelforcontagiouschurn.Previousdefectionmodels
werebuiltaroundindividualcustomersandusedtransactionaltriggersand
proxiestopredictchurn.Thenewmodelwasabletopredictdefectiontriggers
outsideofchangesinusage,forexampleafriendleavingO2.Over5percent
ofcustomersinthetopquintileforchurnpressurewerefoundtochurnwithin
90daysofafriendwithinacommunityleaving.
TosupportthelaunchofthenewfamilyJoggler,Johnalsodevelopedanewway
toidentifyfamilygroupswithinthecustomerbase.Forthefirsttime,thisallowed
thecompanytotargetanoffertothefamilyasaunit,ratherthanasindividuals.
Sponsoredby:
DAtAtech
Datatecharerecognisedasanindustrybrandchosenbyclientsandcandidatesforourprofessionalismandcommitment
todelivery.Offeringavarietyofbespokerecruitmentsolutionsforanalyticalprofessionals.Thisiswhymanyconsider
Datatechtobetheleadingsupplierofprofessionalsinthedataanalyticalmarketplace.
6|DAtAStRAteGYAWARDS2009
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