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Building and Implementing an Information Solution Strategy Program, and a Case Study of a Consumer Web Information Strategy

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Title: Building and Implementing an Information Solution Strategy Program, and a Case Study of a Consumer Web Information Strategy


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
  • Rikki Samuels, Sr. Manager, Information
    Solutions, HCSCs Analytics and Information
    Management Division
  • Rikki_samuels_at_bcbsil.com
  • 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
  • schoebelj_at_bcbsil.com
  • 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.

3
Introduction
  • Terminology demystification
  • Background and History
  • Building the Information Strategy Program
  • Information Strategy Program Overview
  • Web Information Strategy Case Study
  • QA
  • Appendix

4
Strategy????
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

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?

?
INSIGHT
FAST
8
A Culture of Business Analytics
An Analytics culture must be embedded within the
enterprise strategy and business operations
Improve efficiency, increase profitability, do
things better, smarter, faster
From Getting Started with Analytics by Biraja
Ghoshal, IM Magazine, 3/12/12
9
eChannels Conceptual Information Framework
Consumer Intelligence Hub
SYS80, Vantage
Leverage Clickstream Behavior
Applications Completed via Online Sales Channel
Measure ROI for Marketing Campaigns
TMG
Part D Applications Enrollment
Holistic View of All Electronic Touch points
Prospects, Application Final Dispositions
SalesForce
Monitor Online Application Process
Web Accounts, Preferences
Web Demographics, Channel Preferences
Encourage Care Management via Mobile Messaging
Silverpop
Email campaigns
Leverage Social Media Behavior to recognize trends
VDM, Radiant 6, Vitrue
Enable Holistic View for Customer Service
10
Delivering an Information Solution
Information Strategy
Information Solutions Definition
Information Solutions Development
11
Process
Information Strategy Process
High Level Business Outcomes
Information Gaps
Business Value
Roadmap
High Level Information Needs
Ease of Implementation
12
Information Strategy Phase Summary
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
Identify Business Needs High Level
Information Needs
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

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

16
Types of Interviews
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
17
Opportunity Statement
OPPORTUNITY STATEMENT (or problem statement if applicable) OPPORTUNITY STATEMENT (or problem statement if applicable)
The opportunity of Contributing 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 to Sales 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 is An 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
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
Information Gap Ease of Implementation
Application Final Disposition 1
Clickstream Data 1
Cons. Comm. Channel Preferences 1
Demographics 1
Hardware Used 1
Med Supp Members 1
Medicare Seminar Attendance 1
Online Application Activity 1
Part D Members 1
SilverPop Campaign Catalogue 1
Sold Product Details 1
Webtrends Member ID 1
Member Payment History 1
Prospects 2
Accums 3
Campaign Portfolio 3
Consumer Emails Sent History 3
Episode Grouper 3
Gap Ease of Implementation (1Easiest) 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
20
eChannel Analytics Recommendation
Value vs. Ease of Implementation
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
Easy
E
A
D
B
C
Ease of Implementation
C
Tier 3
B
D
Tier 2
A
Tier 1
E
Hard
High
Low
Value to the Business Today
21
Roadmap
Social Media
Information Integration
Integrate Application ID
VDM
SilverPop
Q2
Q1
Q3
Q4
Future
  • 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.
  • Learn how to navigate SilverPop data and
    understand options for tying to Members
  • Understand options for tying to online
    Application activity
  • Understand what Application IDs resulted in paid
    memberships
  • Develop level of confidence working with VDM data
    and understand how to tie to Members
  • Integrate with Dearborn Life
  • Integrate with Enterprise Customer Contact
    Management (ECCM) project

22
eChannel Analytics Prototype Recommendation
Outcome Prototype Data Gaps Closed Business Information
1 A 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
2 A 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
3 A 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
4 A 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
5 C Low 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.
6 A 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.
7 D Build Brand Equity and Competitive Advantage Recognize all electronic touch points (excluding Social Media) for a person (including all emails) Member Profile, VDM, SilverPop, Siebel, BAM, Marketing Messages Sent, Alineo Messages Sent Siebel, BAM Marketing Messages Sent Webtrends Member ID Consumer Emails Sent Member Profile HCSC will be able to respond to inquiries around eChannel promotions and proactively market in this fashion
8 D Build Brand Equity and Competitive Advantage Recognize all electronic touch points (including Social Media) for a person (including all emails) Member Profile, VDM, SilverPop, Siebel, BAM, Marketing Messages Sent, Alineo Messages Sent, Social Media Data Siebel, BAM Marketing Messages Sent Webtrends Member ID Consumer Emails Sent, Social Media Data Member Profile HCSC will be able to respond to inquiries around eChannel promotions and proactively market in this fashion
9 A 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

24
Case Study
  • E. Case Study 30 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

25
Roadmap
Social Media
Information Integration
Integrate Application ID
VDM
SilverPop
Q2
Q1
Q3
Q4
Future
  • 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.
  • Learn how to navigate SilverPop data and
    understand options for tying to Members
  • Understand options for tying to online
    Application activity
  • Understand what Application IDs resulted in paid
    memberships
  • Develop level of confidence working with VDM data
    and understand how to tie to Members
  • 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).
Sales promotions Advertising Educational content
  • www.BCBSxx.com
  • Online Sales Channel
  • Member Self-Service

HCSC Internet Sites
Email
Mobile
Social Media
Member Service App Provider Finder App Text
messaging Mobile notifications
Facebook Twitter Foursquare Blog
27
Current State
  • 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)
  • Email campaign lists are not integrated with
    member information (inability to determine if the
    email 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

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
  • Email coordination issues and reconciliation to
    the marketing campaign
  • Several HCSC business areas use a vendor for
    email campaigns (no central coordination of all
    marketing email campaigns)
  • Clicks within an email can not be tied back to a
    marketing campaign

29
eChannel Information Solution Strategy
  • to inform these broader efforts
  • Focus on information available via electronic
    channels

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 emails)
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
Outcome Prototype Data Gaps Closed Business Information
1 A 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
2 A 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
3 A 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
4 A 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
5 C Low 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.
6 A 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.
7 D Build Brand Equity and Competitive Advantage Recognize all electronic touch points (excluding Social Media) for a person (including all emails) Member Profile, VDM, SilverPop, Siebel, BAM, Marketing Messages Sent, Alineo Messages Sent Siebel, BAM Marketing Messages Sent Webtrends Member ID Consumer Emails Sent Member Profile HCSC will be able to respond to inquiries around eChannel promotions and proactively market in this fashion
8 D Build Brand Equity and Competitive Advantage Recognize all electronic touch points (including Social Media) for a person (including all emails) Member Profile, VDM, SilverPop, Siebel, BAM, Marketing Messages Sent, Alineo Messages Sent, Social Media Data Siebel, BAM Marketing Messages Sent Webtrends Member ID Consumer Emails Sent, Social Media Data Member Profile HCSC will be able to respond to inquiries around eChannel promotions and proactively market in this fashion
9 A 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
Agile Methodology
Governance
33
Questions?
  • Thanks for Listening!
  • Rikki Samuels
  • Sr. Manager, Information Solutions, HCSC
  • Rikki_samuels_at_bcbsil.com
  • 312-653-6593

Jim Schoebel Director, Information Solutions
Consulting, HCSC schoebelj_at_bcbsil.com 312-653-8116
34
Appendix
  • Deliverables Guidelines
  • Information Solution Definition Activities
  • Information Solution Development Activities
  • Deliverables Guidelines
  • Sample Interview Questionnaire
  • eChannel Summary
  • Information Gaps Summary

35
3 Activities
36
Information Solution Definition
37
Information Solution Development
38
Deliverables Critical Path Guidelines
What Deliverables Are Required?
  • Critical Path Deliverables
  • Essential to the process
  • Essential to inform the next phase
  • Endorsed by Leadership
  • Discretionary Deliverables
  • to learn about the thing yourself
  • to be able to describe things to your customer
  • to inform the next phase

39
Information Consumer Questionnaire
  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
  • Total clicks
  • Likes
  • Comments
  • Plays
  • Shares
  • Entries
  • Actions
  • Published
  • Stream
  • Mobile visitation
  • Mobile Hardware and Operating System
  • QR Codes
  • Campaign Name
  • Campaign Description
  • Campaign Owner
  • Campaign Target Population
  • Campaign Timeframe
  • Recipient Opened Confirmation
  • 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
  • There are 29 Gaps in the Information Needs. Gaps
    are Information Needs that are not yet fully
    defined, acquired, and/or integrated
  1. Online Application Activity
  2. Part D Members
  3. Siebel Messages Sent
  4. SilverPop Campaign Catalogue
  5. Sold Product Details
  6. Webtrends Member ID
  7. Prospects
  8. Campaign Portfolio
  9. Consumer Emails Sent History
  10. Episode Grouper
  11. Groups Likely to Lapse
  12. Individuals Likely to Lapse
  13. Life Events
  14. Pharmacy
  15. Referrals
  16. Social Media Data
  17. Member Payment History
  • Claims
  • Dental Members
  • Historical Memberships
  • Member
  • Memberships
  • Accums
  • Alineo Messages Sent
  • Application Final Disposition
  • BAM Messages Sent
  • BAM Registration
  • Clickstream Data
  • Consumer Communication
  • Channel Preferences
  • Demographics
  • Hardware Used
  • Marketing Messages Sent
  • Med Supp Members
  • Medicare Seminar Attendance
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