Overlaying data with Human Behaviour - Featuring Royal Bank of Scotland
Description changed:
‘Overlaying data with Human Behaviour’
Each time a customers has a touchpoint with an organisation, that organisation has an opportunity to deepen the relationship. Through the use of rich data, ‘dumb’ selling is fast being replaced by focussed value add messaging being positioned in the right place, at the right time, to the right audience. This messaging may not relate only to products, but also to enhanced service.
Attributing value to each message can be difficult, however, by understanding human behaviour we can obtain a much better understanding of its effect. This behaviour can be observed both from those presenting the message, and from those receiving the message.
Beyond observing the behaviour during and post interaction, the design of the messaging needs to be tailored to each recipient.
This talk will present two case studies, one exploring how data is changing the verbal conversations advisors have with our customers, and one looking at how the use of Big Data has enabled us to use digital conversation to greater affect by bringing bank language into the 21st century.
Becky Cumming is an Analytics Manager within The Royal Bank of Scotland holds a 1st class Degree in Mathematics from Stirling University.
Becky implemented the “Data Driven Conversation” programme into telephone banking at RBS which has seen customer advocacy and attached products increase whilst positively impacting cost. She is pioneering the use of Big Data tools, such as Trifacta, to understand micro nuance within customer conversations, and how to translate this to business results.
Becky is passionate about using data to achieve positive outcomes for both Customers and Bank and is published externally through her work on understanding the affect emoticon usage has on Customer trust and Advocacy.
Michael Milne is working with the Royal Bank of Scotland as an Occupational Psychologist having graduated from Edinburgh University.
Working within Data and Analytics, Michael combines his knowledge of Teradata SQL and SAS Visual Analytics, with that of Behavioral Economics to identify opportunities to generate revenue and reduce costs.
Michael in an innovate thinking who understands that data is only half the story, and that change in performance usually requires a compelling data based argument coupled with an incentive to change behavior.
Event schedule:
6:30 PM – 7:00 PM: Networking
7:00 PM – 7:30 PM: Becky Cumming (Analytics Manager - Royal Bank of Scotland)
7:30 PM – 7.40 PM: Q & A Session
7.40 PM - 8.10 PM: Michael Milne - Occupational Psychologist - Royal Bank of Scotland)
8:10 PM – 8:20 PM: Q & A Session
8.20 PM – 9.00 PM: Networking and Drinks If you would like to join us for a relaxed evening of insight, debate, pizza and beer then just RSVP :)!
Overlaying Data with Human Behaviour & Data Visualisation - RBS & Craneware
Description changed:
In the first 2 presentations you will hear from RBS (overlaying data with human behaviour) - This will be followed by a presentation on Data Visualisation by Craneware (Golden Rules for Data Visualisation)
Each time a customers has a touchpoint with an organisation, that organisation has an opportunity to deepen the relationship. Through the use of rich data, ‘dumb’ selling is fast being replaced by focussed value add messaging being positioned in the right place, at the right time, to the right audience. This messaging may not relate only to products, but also to enhanced service.
Attributing value to each message can be difficult, however, by understanding human behaviour we can obtain a much better understanding of its effect. This behaviour can be observed both from those presenting the message, and from those receiving the message.
Beyond observing the behaviour during and post interaction, the design of the messaging needs to be tailored to each recipient.
This talk will present two case studies, one exploring how data is changing the verbal conversations advisors have with our customers, and one looking at how the use of Big Data has enabled us to use digital conversation to greater affect by bringing bank language into the 21st century.
Becky Cumming is an Analytics Manager within The Royal Bank of Scotland holds a 1st class Degree in Mathematics from Stirling University.
Becky implemented the “Data Driven Conversation” programme into telephone banking at RBS which has seen customer advocacy and attached products increase whilst positively impacting cost. She is pioneering the use of Big Data tools, such as Trifacta, to understand micro nuance within customer conversations, and how to translate this to business results.
Becky is passionate about using data to achieve positive outcomes for both Customers and Bank and is published externally through her work on understanding the affect emoticon usage has on Customer trust and Advocacy.
Michael Milne is working with the Royal Bank of Scotland as an Occupational Psychologist having graduated from Edinburgh University.
Working within Data and Analytics, Michael combines his knowledge of Teradata SQL and SAS Visual Analytics, with that of Behavioral Economics to identify opportunities to generate revenue and reduce costs.
Michael in an innovate thinking who understands that data is only half the story, and that change in performance usually requires a compelling data based argument coupled with an incentive to change behavior.
Golden Rules for Data Visualisation - Dale Peet is the Senior Business Intelligence Analyst at Craneware, a healthcare company that provides software and services for American hospitals.
He has a degree in Economics from St Andrews University and is currently studying for his MBA at Strathclyde Business School. Dale is passionate about enabling data driven decision making by making data meaningful and accessible to all users.
Data is only as useful as the decisions it can drive. As the majority of business users aren’t data scientists, analysts need to make sure they’re presenting data in the clearest and easiest to interpret manner. To do this we need to think about what data we should display. We need to think about what types of graphs will communicate our message clearly and avoid the types of graphs that might mislead or confuse. And we need to be wary of the pitfalls that can lead to someone making the wrong decision based on our data.
