Less than a year ago, there was no sure way to predict what was going to happen with a given claim, what caused similar incidents to happen or if the work could be considered relatively easy or hard. At the same time it was very hard to relate this back to the preferences, experience and history of an individual customer. Fast forward to the present, Allianz Global Assistance can be scientific in its approach to making changes to its operations, using data.
This presentation is about how Data Vault helped Allianz Global Assistance (AGA) to establish the ‘360 degree’ view of the customer, in order to drive revenue growth by adopting advanced analytics (’data science’). The flexible cooperation and organization around data collection and data usage was key in achieving the successes of 2015, and drives the roadmap for 2016. Data Vault, as the methodology to relate and interpret the disparate datasets has delivered impressive reduction in time for the data scientists to deliver the output. This is simply because information can be made available quickly, consistently and without the need to understand the source systems and its embedded logic or interpretation.
Creating an analytics, or insights, function to support marketing and direct sales (B2C) in an organization with a predominantly B2B background relies heavily on an adaptive and fluid approach for information delivery. Upfront, you don’t know what variables influence customer behavior as the ‘data’ focus has always been on product and business partner. So you need to start recording anything that makes sense. Using Data Vault as a technique to capture and integrate this information, AGA can incrementally incorporate new data to support a more customer centric business operation. Resulting data driven improvements range from increased conversion rates for specific products to understanding the root causes of incidents and predicting the process a new claim is likely to follow.
For Allianz Global Assistance, the first part of 2015 was all about delivering the framework to support this adaptive data integration approach. In the second half of the year the focus was largely on defining and executing data-centric initiatives to drive changes in the business. 2016 sees another shift towards continuously supporting the ‘data scientists’ in delivering the information needed to improve existing and define new models to support the business cases, and the efforts required to implement the models into the business. As a side effect, this initiative has driven significant change in the organization and its DNA. Through data, the customer now has a seat at the table when decisions are made.
- Introduction of Allianz Global Assistance
- Drivers, challenges in B2C
- How are Data Vault and analytics organized within Allianz Global Assistance?
- What capabilities were required and developed?
- What tools and techniques were used?
- Handling data quality issues
- Handling business logic and interpretation
- Where to find the data?
- What data are we allowed to use?
- Working towards analytics, business cases
- Implementing analytics results and findings
- The effect customer centricity has on the organization
Roelant Vos has been active in Data Warehousing and Business Intelligence for more than 15 years and is working for Allianz Global Assistance as the General Manager for Business & Customer Insights in Brisbane, Australia. In a role that is highly focused on analytics, Roelant is working on collecting, integrating, improving and interpreting data to support various business improvement initiatives.
Passionate about improving quality and speed of delivery through model-driven design and development automation he has been at the forefront of contemporary modelling and development techniques for many years.
Roelant Vosist außerdem eifriger Data-Vault-Blogger.
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