breaking the segmentation code - Iskander Business Partner

16 th ANNUAL
17th - 19th October 2011, Park Plaza Victoria Hotel, Amsterdam, Netherlands
Developing actionable segmentation and customer intelligence strategies
that maximise customer lifetime value and drive ARPU
What you will get out
of attending:
n Optimise customer intelligence to build
accurate, actionable and effective
segmentation
n Leverage analytical tools to accurately
identify and effectively target different
customer segments
n Translate customer intelligence and
segmentation models into actionable and
profitable campaigns
n Develop an effective Social Networking
Analysis strategy
n Build segmentation models that balance
cost-effectiveness and ROI whilst
providing value for customers
PRE-CONFERENCE WORKSHOP
Monday 17th October 2011
Breaking the Segmentation Code
Led By Peppers & Rogers
Richard Benjamins,
Director of User Modeling,
Telefonica I+D
Onur Sanli,
Senior Data Mining
Specialist,
Turkcell
David Hanzelka,
Data Mining Specialist,
Vodafone Czech
Republic
Jelena Stojanovic,
Marketing and Sales
Function Director,
Commercial Affairs
Division, Telekom Srbija
Over
85%
operator
attendance in 2010
Khalid Abdalla,
Market Research Manager,
Zain Sudan
Martin Steiner,
CRM Manager,
sunrise
Kanagendra,
Consultant - Marketing
Business Analysis
Virgin Media
Hany Mokhtar, Head of
Customer Experience &
Value Propositions,
Business Marketing
Department, Mobily
Register Today! Tel: +44 (0) 20 7017 7483 or email: registrations@iir-telecoms.com
www.iir-telecoms.com/segmentation
Featuring 13+ practical case studies
by leading operators, including:
Rui Rodrigues,
Head of Customer
Insight Systems,
Portugal Telecom
Adriano Ottaviani,
Marketing and CRM
Director, WIND

Welcome
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Monday 17th – Wednesday 19th October 2011,
Park Plaza Victoria Hotel, Amsterdam, Netherlands
Now in its 16th year, and with over 80% of the attendees
traditionally coming from operators and service providers,
this event has firmly established itself as the premier
forum to learn and share best practice in developing
actionable segmentation and intelligence strategies.
In a highly competitive market and with social media
channels providing new and valuable sources of customer
intelligence, data collection, analysis and segmentation is
being taken to the next level and becoming even more
important in the development of targeted promotions and
campaigns for different customer segments.
This year’s event will examine how operators can
effectively combine and leverage existing and new
intelligence sources to create meaningful segmentation
models for different customer segments at both the
macro and micro level. Attendees will hear how leading
operators are applying customer insights gain through
effective analysis and segmentation into CRM, retention,
product development and marketing initiatives.
I look forward to meeting you in Amsterdam!
Kind regards,
Katrin Peränen
Conference Producer
10 reasons to attend
Network, benchmark and exchange ideas with
Segmentation and Intelligence professionals from around
the world
Attend the interactive, in-depth workshop led by Peppers &
Rogers and learn how to optimise your segmentation strategy
Learn how Etisalat is introducing innovative targeted
segment offerings to conquer market share in
oversaturated markets
Find out how sunrise and Telekom Srbija are optimising
prepaid segmentation in order to maximise customer lifetime
value and ARPU
Discover how WIND created a new market segmentation
approach for the B2B market
Learn how Mobily is leveraging B2B segmentation as a key
tool for business market management
Hear how Telenor Serbia has evolved its segmentation from
Mass to Micro and back to Mass
Discover how Portugal Telecom has combined BI with
customer segmentation to maximise ARPU
Learn from Virgin Media how to aggregate and optimise
customer intelligence to build accurate, actionable and
effective segmentation
Hear how Turkcell is leveraging Social Network Analysis to
develop a family/household segmentation model
PRE-CONFERENCE WORKSHOP
Monday 17th October 2011
BREAKING THE
SEGMENTATION CODE
Led by: Peppers & Rogers
Registration will start at 08.30 and the workshop will run
from 9.00 until 15.00 with breaks for lunch and
refreshments
Examining how the definition of segmentation has evolved
since its inception
What are the main dimensions that need to be investigated in
a segmentation exercise?
• behaviours
• needs
• value
Understanding how to integrate the three dimensions into
logical and actionable segments
What is the difference between segmentation and profiling?
Why is profiling important to extrapolate learning on segments?
How often must the segmentation exercise be refreshed? How
to interpret changes in individual segments?
How can a company benefit from a segmented customer view?
What are the concrete improvements /applications that can be
implemented in its marketing management?
• what adjustments need to be made in the marketing mix?
• what adjustments need to be made in the organizational structure?
• what investments are needed for segmentation to be more than
a promise?
Determining the data strategy requirements for an optimal
segmentation exercise
• what is needed for the segmentation exercise to be run?
• most importantly, what is needed in terms of data capabilities for
the segmentation exercise to feed practical initiatives?
How to quantify the impact of a segmentation exercise and
justify the right investments on it?
What are barriers for real-life one-to-one segmentation? Why
hasn’t it materialised yet?
What is the future of segmentation?
• pattern recognition (micro segments)
• trigger, event and geo-based marketing
• social network analysis and the influences
ABOUT YOUR WORKSHOP LEADERS
AYÇA AZGIN HINTOGLU is a Senior Consultant at Peppers & Rogers Group.
She has a strong background in data mining with a focus on customer analytics,
ranging from customer segmentation to churn and cross-sell/up-sell modeling.
Ayça participated in consulting assignments mainly in the telecommunications
industries with some of the world’s most respected companies, including
Vodafone Egypt and Qatar Telecom. Prior to joining Peppers and Rogers Group,
Ayça worked for various IT companies including Kocsistem, cyberSoft and Arabul.
Ayca holds a BS degree in Computer Engineering from Middle East Technical
University, and is currently working on her PhD from Computer Science at
Sabanci University.
LUIS REZENDE is a Manager at Peppers & Rogers Group. Luis has over 8 years
of experience in the TMT industry, both in consulting and managerial roles. He
has been heavily involved in the areas of marketing strategy, customer value
development programs, pricing and promotions design, products and services
development, customer services management and continuous quality
improvement. This expertise has been entirely accumulated within fixed, mobile
and triple play pay-tv operators from Brazil, UK and the Middle East. Prior to
joining Peppers & Rogers, Luis worked as Senior Associate at Delta Partners,
where he served for 7 months as the interim head of customer value development
and pricing of a major mobile operator in the Middle East. Luis holds a B.Sc.
degree in Industrial Engineering from Universidade de Sao Paulo and an MBA
with Distinction from London Business School.
“I benefited by sharing with other
operators and learning”
Product Development and Research Officer, Gamcel
Visit www.iir-telecoms.com/segmentation Email registrations@iir-telecoms.com

08.30 Registration and Coffee
08.50 Conference Welcome Speed Networking
09.00 Chair’ s Opening Remarks
Graham Hill, Associate, Optima Value
OPTIMISING CUSTOMER & BUSINESS INTELLIGENCE
09.10 Understanding how to aggregate and optimise
customer intelligence to build accurate,
actionable and effective segmentation
• Assessing the business value of improved customer segmentation
• Identifying the most accurate data sources in order to develop a wellbalanced
and congruent view of your customers
• Identifying the data mining tools that will enable you to map out your
customers’ behavioural patterns most effectively
• Determining how to create new segmentation models using
customer intelligence
• Understanding how to segment your customer base
Kanagendra, Consultant - Marketing Business Analysis, Virgin Media
09.40 Combining BI with customer segmentation to
maximise ARPU
• Understanding the advantages of segmenting your customer base for
marketing and sales campaigns
• Deploying data mining and customer profiling techniques to segment
your subscriber base in terms of:
− customer demographics
− customer spending patterns and value
− buying or attrition characteristics
− interests and requirements
• Using customer intelligence to assess the revenue potential and
increase ARPU per segment
Rui Rodrigues, Head of Customer Insight Systems, Portugal Telecom
10.10 Understanding how to exploit customer
intelligence whilst protecting customer privacy
• Examining the digital trails people leave everywhere and the huge
amount of data that is generated
• Balancing the commercial exploitation of this new data with privacy
concerns
• Extending the focus of privacy in online behavioural advertising to
include data collection and its usage in more "traditional" contexts
(business intelligence, marketing)
• Developing a sustainable model for exploitation of customer data by
putting the final user explicitly in the loop
Richard Benjamins, Director of User Modeling, Telefonica R&D
OPERATOR
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10.40 Morning Refreshments
11.10 Panel Session: Examining the challenges
involved in optimising your customer intelligence
The panellists will discuss how to identify the most accurate data sources
in order to develop a congruent view of your customers and examine the
data mining tools that will enable you to map out your customers’
behavioural patterns most effectively. In addition, the panel will discuss
OPERATOR
“A great networking opportunity” Customer Insights Director, Orange France Telecom
how to create new segmentation models using customer intelligence.
Kanagendra, Consultant - Marketing Business Analysis, Virgin Media
Rui Rodrigues, Head of Customer Insight Systems, Portugal Telecom
Alexandre Chaminadas, Principal Consultant, Loyalty & Retention,
iLight Consulting
11.40 Leveraging business intelligence as an effective
tool for business customer acquisition and
retention
• Analysing the fast changing business environment - before and after the crisis
• Understanding customers with downsizing and downscaling strategies
• Assessing the social influence on an industry growth path
• Providing a case study – responses of mobile operators in Macedonia
• Transforming unstructured content into an effective marketing tool
Svetlana Petrovska, Managing Director, Target Communications
SEGMENTATION TRENDS & APPROACHES
12.10 Examining emerging segmentation trends in the
telecom market with case studies from both the
consumer and enterprise space
Mike Greening, Vice President, CSMG
CONFERENCE DAY ONE | Tuesday 18th October 2011
12.40 Delivering great customer experiences in a
digital age
• What is customer experience and what makes a great customer
experience in a digital age?
• Understanding the impact of customer segmentation on a great
customer experience
• What is the role of customer insight?
• How can you set up an experience program in a pragmatic way?
• Examining international best practices
Geert Martens, Practice Leader Customer Experience, 4C Consulting
13.10 Networking Lunch
14.00 Segmentation based on offline and online
information
• Expanding the customer view with their online behaviour
• Incorporating this online behavior in the ‘traditional’ segmentation, based
offline data
• Using this segmentation for a consistent multi-channel approach
• Setting-up a measurement system to monitor the behaviour and
migration in the segments
Hiek van der Scheer, Managing Consultant Marketing Intelligence, VODW
14.30 From Mass to Micro and back to Mass
• From mass to micro - does the average customer exist?
• Micro segmentation as a key of success
• Examining how the process and tools can support micro marketing
• Going ATL with micro
Mladen Mitic, Prepaid Segment Manager, Telenor Serbia
15.00 Examining consumer micro segmentation from
the methodological perspective
• Outlining the situation before the micro segmentation project
• Understanding the business motivation and objectives
• Providing an overview of the project phases
• Summarising the chosen alternative approaches and related issues
• Examining the current solution
• Addressing open questions and future development
David Hanzelka, Data Mining Specialist, Vodafone Czech Republic
15.30 Afternoon Refreshments
DEVELOPING TARGETED SEGMENT
OFFERINGS AND PRICING
16.00 Introducing innovative targeted segment
offerings to conquer market share in
oversaturated markets
• Designing 360 offers going beyond typical telecom offerings
• Including built-in loyalty features to secure retention from the day
subscribers are joining
• Examining case studies in two different segments - high value customer
and youth
Isabelle Hajri, Group Marketing Director, Etisalat
16.30 Capitalising on inconsistency: extracting value
via segment differentiated pricing
• What are the potential upsides from segment specific pricing?
• Building a framework for price differentiation
• Understanding behavioural drives of willingness to pay
Mark Billige, Partner, Simon Kucher
17.00 Understanding how loyalty helps in
segmentation and in providing a bespoke
product/service experience
Arnab Goswami, Manager, Loyalty Programme, Central Marketing, Etisalat
17.30 Roundtable Discussion Session: Defining best
practice for developing meaningful and
actionable segmentation models
Take part in focused discussion sessions to exchange best practice with
fellow experts and find solutions to your most pressing concerns,
particularly in terms of the criteria that you should use to carry out costeffective
and actionable segmentation in today’s market.
18.00 Chair’s Closing Remarks
18.10 End of Conference Day One
Visit www.iir-telecoms.com/segmentation Email registrations@iir-telecoms.com
OPERATOR
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NETWORKING RECEPTION - All speakers and delegates are invited to a
complimentary drinks reception to discuss the day’s issues.

08.30 Registration and Coffee
09.00 Chair’s Opening Remarks
Kanagendra, Consultant - Marketing Business Analysis, Virgin Media
BUSINESS CUSTOMER SEGMENTATION
09.10 Leveraging B2B segmentation as a key tool for
business market management
• Examining the enterprise market major pillars for market management
• Understanding how to use B2B market segmentation (vertical and
horizontal) for a better offering and propositions
• Formulating your equation for segmented value proposition and better
market management
Hany Mokhtar, Head of Customer Experience & Value
Propositions, Business Marketing Department, Mobily
09.40 Developing a new market segmentation
approach for the B2B market in order to create
additional value for business customers
• Identifying the key drivers for changing the segmentation criteria for
business customers
• Implementing new segmentation criteria for B2B market – examining the
methods employed
• Assessing the value created by the new segmentation criteria – what
has been achieved so far?
Adriano Ottaviani, Marketing and CRM Director, WIND
10.10 Introducing a segmentation based prepaid
customer management model in order to
stimulate ARPU and loyalty
• Defining a new approach for efficient prepaid segmentation based on
customer status
• Creating offer models based on segmentation for value contribution out
of the prepaid customer base
• Introducing the approach as a NBA campaign model
Gregor Bürkle, Project Manager, Iskander Business Partner
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10.40 Morning Refreshments
PREPAID CUSTOMER SEGMENTATION
11.10 Optimising prepaid SDM and segmentation in order
to maximise customer lifetime value and ARPU
• Determining how to collect good quality data on your prepaid customers
• Which criteria should you use to segment your prepaid customers?
− demographics
− customer needs
− service usage
− customer lifetime
− propensity to churn
• Leveraging customer recharge behaviour to segment your prepaid
customers and offer bonuses that maximise customer lifetime
• Understanding how to calculate the profitability of each prepaid segment
and leverage this information to:
− align your loyalty and retention strategies
− develop targeted campaigns for each segment
Martin Steiner, CRM Manager, sunrise
11.40 Increasing prepaid customer revenue with
recharge segmentation models
• Understanding how to segment customers using recharge behaviour
• Leveraging segmentation for the optimisation of marketing actions
• Examining how to increase customer value by using segmentation models
Piotr Celej, Strategic Account Director & Peter Zvirinsky,
Business Development Director, StatConsulting, Poland
12.10 Understanding how to improve prepaid
segmentation in order to stimulate usage and to
boost ARPU
• Examining the challenges of adapting the organisational structure and
corporate cultural in order to improve efficiency of prepaid data usage
• Outlining prepaid customers’ segmentation practice in Telekom Srbija
• Providing a case study of a prepaid campaign that was meant to
influence user behaviour in order to increase ARPU and stimulate
internet over mobile usage
Jelena Stojanovic, Marketing and Sales Function Director,
Commercial Affairs Division, Telekom Srbija
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“I’ve got a lot of new ideas to apply in our company” Head of Business Process Management Unit, TEO
CONFERENCE DAY TWO | Wednesday 19th October 2011
SEGMENTING CUSTOMERS ACCORDING
TO SERVICES AND LIFESTYLE
12.40 Understanding how to segment your customers
according to the broadband services they use
• Examining customer segmentation by the geography of availability and
take-up:
− what type, speed and suppliers of broadband are present in a particular
area and who is subscribing to what?
− the KPIs that are of interest
• Providing examples of mapping of broadband locations, suppliers and speeds
• Understanding how to model Europe countries in detail:
− providing specific country data and forecasts
• What benefits does the mapping/GIS approach bring and to who?
Oliver Johnson, CEO, Point Topic
13.10 Networking Lunch
14.10 Implementing lifestyle segmentation in Sudan
• Defining market segmentation and lifestyle segmentation
• Providing an overview of the need for lifestyle segmentation in Sudan
• Examining the benefits and factors affecting market segmentation
• Combining qualitative and quantitative techniques to get the
respondents’ insight
• Addressing sampling, distribution, methodology and quality check techniques
• Summarising the main findings and actions built based on the study
Khalid Abdalla, Market Research Manager, Zain Sudan
SOCIAL CRM AND SOCIAL MEDIA
14.40 Building a meaningful customer dialogue in a
social media environment
• Examining how social media can be leveraged for different segments
• What techniques can be used to better understand how to target your
social media initiatives?
• Understanding how social media companies are going beyond
conversation and are building engagement and call-to-action relevant for
segments that are using the social channels
• Examining the techniques used today in the high-involvement sector to
build engagement, new products as well as marketing programmes
• Determining how operators can get their customers to share and engage
the brand with their friends:
− understanding how segmentation can help to better target these
initiatives in a multi-channel environment
− providing examples how this can be accomplished
Theo van der Steen, Managing Director and CEO,
Underlined Social Commerce
15.10 Using Social Network Analysis to develop a
family/household segmentation model
• Examining how Social Network Analysis is used by Turkcell in segmentation
• Developing family/household segmentation
• Outlining how family segmentation is used
Onur Sanli, Senior Data Mining Specialist, Turkcell
15.40 Afternoon Refreshments
16.00 Using Social CRM to drive value co-creation
with customers
• Understanding why the rise of the social customer is important
• How is CRM changing into ‘Social CRM’?
• How to co-opt customers for marketing, sales and service
• Providing a mini case study: award winning UK operator GiggGaff
• Examining how to involve customers in crowdsourced innovation
• Getting started with Social CRM
Graham Hill, Associate, Optima Value
16.30 Wrap Up Session: Take this opportunity to discuss the key
themes to have emerged from this year’s conference and to share the
practical ideas and insights that you will take back to the office.
17.00 Chair’s Closing Remarks
17.10 End of Conference
Visit www.iir-telecoms.com/segmentation Email registrations@iir-telecoms.com
OPERATOR
OPERATOR

“A lot of useful data about segmentation and social networks”
Marketing Manager, CYTA
Who will you meet at IIR’s
Customer Segmentation &
Intelligence 2011?
The conference is specifically designed for
Directors, Heads of Department and
Managers representing fixed, mobile and
convergent operators with responsibility for:
Segmentation, Market Intelligence, Business
Intelligence, Customer Intelligence, CRM, Customer
Experience, Loyalty, Retention, Acquisition, Prepaid,
Business Customers, Customer Development,
Product Development, Marketing, Segments,
Customer Operations, Data Mining, Propositions,
Analytics, Social Media
PREMIUM SPONSORSHIP AND
EXHIBITION OPPORTUNITIES
Sponsorship at IIR’s Customer Segmentation &
Intelligence conference will provide you with unlimited
exposure to meet and engage with operators from
around the world. Regardless of your budget we can
develop a tailored package that meets your
marketing and sales objectives in this sector.
Our comprehensive marketing campaign will reach
out to an extensive group of our existing database
and new delegates all over the world. Involvement in
this campaign will showcase your solutions and
corporate profile in prominent locations through
various channels.
For more details on sponsorship and exhibition
opportunities contact:
Sean Morrison, Business Development Manager, IIR
Telecoms & Technology
Tel: + 44 20 7017 7371
Email: smorrison@iir-telecoms.com
MEDIA PARTNERS
Based on the analysis from our previous
Customer Segmentation & Intelligence
events, we expect the following
delegate profile:
Industry Breakdown
Geographical Split
86% |
8% |
6% |
40% |
26% |
8% |
10% |
10% |
6% |
“Insightful, provided good exposure”
Head of Mass Market and Youth Segments, Mobinil
“Yes, I have benefited”
Unit Head, Ucell
Operators
Solution Vendors
Consultants
Western Europe
Eastern Europe
Northern Europe
Middle East
North America
Asia
To stay up to date with the event details and
network with other speakers and attendees,
register with the ‘IIR Telecoms Marketing Series’
event page on Linkedin
Follow IIR Telecoms & Technology on Twitter
@IIRTMobile
Visit www.iir-telecoms.com/segmentation Email registrations@iir-telecoms.com

Monday 17th – Wednesday 19th October 2011
Park Plaza Victoria Hotel, Amsterdam, Netherlands
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Visit www.iir-telecoms.com/segmentation Email registrations@iir-telecoms.com