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

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, HCSC’s Analytics and Information Management Division Rikki_samuels@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, HCSC’s Analytics and Information Management Division schoebelj@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 • Q&A • Appendix

4. Strategy???? Strategery Strategy

5. Terminology A Strategy is… • An assessment of a situation (problem or opportunity) • A point of view on how to address it • A plan for doing so An Information Strategy is…

6. Business Analytics Focuses On: The effective use of INFORMATION and DATA To drive POSITIVE BUSINESS ACTIONS

7. 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? Complex Questions ? ? INSIGHT FAST

8. eChannels Conceptual Information Framework Consumer Intelligence Hub SYS80, Vantage Leverage Clickstream Behavior Applications Completed via Online Sales Channel Members Measure ROI for Marketing Campaigns eChannel Information TMG Part D Applications & Enrollment Memberships Holistic View of All Electronic Touch points Prospects, Application Final Dispositions SalesForce Campaigns Monitor Online Application Process Web Accounts, Preferences Web Demographics, Channel Preferences Prospects Encourage Care Management via Mobile Messaging Silverpop Email campaigns Leverage Social Media Behavior to recognize trends Claims Web Behavior: BAM VDM, Radiant 6, Vitrue BCBSxx.com Care Management Social Media Enable Holistic View for Customer Service Mobile Platforms Online Sales Channels

9. eChannel Information Findings Summary A B C D E

10. Optimize New Sales & Member Retention A

11. 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 Online Application Activity Part D Members Siebel Messages Sent SilverPop Campaign Catalogue Sold Product Details Webtrends Member ID Prospects Campaign Portfolio Consumer Emails Sent History Episode Grouper Groups Likely to Lapse Individuals Likely to Lapse Life Events Pharmacy Referrals Social Media Data 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

12. Roadmap Social Media Information Integration Integrate Application ID VDM SilverPop Q1 Q2 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

13. eChannel Analytics Recommendation Value vs. Ease of Implementation 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

14. eChannel Analytics Prototype Recommendation

15. Delivering an Information Solution Information Strategy Information Solutions Definition Information Solutions Development

16. Process Information Strategy Process 1 2 3 4 Business Interviews Information Needs Evaluation Information Gaps Evaluation Prioritization High Level Business Outcomes Information Gaps Business Value Roadmap High Level Information Needs Ease of Implementation

17. Information Strategy Activity Summary Business Interviews Information Needs Evaluation 1 Information Gaps Evaluation Prioritization 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 Solution Design 4 3 2

18. Business Interviews 1 2 3 4 • Kickoff Meeting • Opportunity Statement • Interview Types • Laundry Lists Business Interviews Information Needs Evaluation Information Gaps Evaluation Prioritization

19. Kickoff Meeting 1. Project purpose/overview 2. What will you do next with the Strategy 3. Important Dates 4. 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 5. Do you need an customer facing kickoff? 6. Coordination with Process, Architecture and Technology Teams 7. SME List

20. Opportunity Statement

21. 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

22. 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).

23. Information Needs Assessment 1 2 3 4 • Information Needs • Information Gaps • Gap Ranking Business Interviews Information Needs Evaluation Information Gaps Evaluation Prioritization

24. Information Needs Summary • Claims • Dental Members • Historical Memberships • Member • Memberships • Accums • Care Management 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 Online Application Activity Part D Members Siebel Messages Sent SilverPop Campaign Catalogue Sold Product Details Webtrends Member ID Prospects Campaign Portfolio Consumer Emails Sent History Episode Grouper Groups Likely to Lapse Individuals Likely to Lapse Life Events Pharmacy Referrals Social Media Data Member Payment History A total of 34 types of information are needed

25. 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 Online Application Activity Part D Members Siebel Messages Sent SilverPop Campaign Catalogue Sold Product Details Webtrends Member ID Prospects Campaign Portfolio Consumer Emails Sent History Episode Grouper Groups Likely to Lapse Individuals Likely to Lapse Life Events Pharmacy Referrals Social Media Data 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

26. Gap Ranking Gap Ease of Implementation (1=Easiest) 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

27. Prioritization 1 2 3 4 • Business Value • Ease of Implementation • Roadmap and Recommendations Business Interviews Information Needs Evaluation Information Gaps Evaluation Prioritization

28. eChannel Analytics Recommendation Value vs. Ease of Implementation 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

29. Roadmap Social Media Information Integration Integrate Application ID VDM SilverPop Q1 Q2 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

30. eChannel Analytics Prototype Recommendation

31. 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

32. Case Study • Problem statement (campaign touchpoints, understanding interactions) • Business Drivers • Findings • Data Source Inventory, ultimate sources • Prototype Roadmap, how it fits in with overall consumer intelligence project • Prototype Results - VDM, accelerating requirements and design for big use case • Sandbox approach

33. Roadmap Social Media Information Integration Integrate Application ID VDM SilverPop Q1 Q2 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

34. 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 Hubwill contain consumer centric information and intelligence capacity on all consumers that HCSC interacts with (subscribers, members, previous enrollees and prospects). • www.BCBSxx.com • Online Sales Channel • Member Self-Service HCSCInternet Sites Email • Sales promotions • Advertising • Educational content Social Media Mobile • Facebook • Twitter • Foursquare • Blog • Member Service App • Provider Finder App • Text messaging • Mobile notifications

35. 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

36. Pain Points • Inability to identify all digital touch points for a Consumer • Can’t understand what drives the conversion of web traffic • Can’t 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

37. eChannel Information Solution Strategy …to inform these broader efforts Focus on information available via electronic channels eChannel Information Strategy

38. eChannel Information Findings Summary A B C D E

39. eChannel Analytics Prototype Recommendation

40. Information Solution Definition & Development leverages an Agile BI approach with Information Governance embedded in each activity Agile Methodology Governance

41. Questions? Thanks for Listening! Jim Schoebel Director, Information Solutions Consulting, HCSC schoebelj@bcbsil.com 312-653-8116 Rikki Samuels Sr. Manager, Information Solutions, HCSC Rikki_samuels@bcbsil.com 312-653-6593

42. Appendix • Deliverables Guidelines • Information Solution Definition Activities • Information Solution Development Activities • Deliverables Guidelines • Sample Interview Questionnaire • eChannel Summary • Information Gaps Summary

43. 3 Activities Prototype Iterations

44. Information Solution Definition Information Requirements • Activities: • Gather detailed information requirements • Develop scope statement • Develop information process flows • Develop conceptual solution architecture • Data Classification • Deliverables: • Information process flows • Overall solution scope statement • Conceptual solution architecture Data Requirements • Activities: • Data Requirements Gathering • Data Profiling • Data Quality Measurement • Deliverables: • Data requirements • Data grains • Major dimensions • Green tables • Data matrix • Data model • Metrics, KPIs and definitions

45. Information Solution Development Environment • Activities: • Design logical and physical data models • Develop analytical models • Identify business rules and triggers • Develop reports • Deliverables • Raw data • Integrated data • ADS’s • Reports • Prescriptive or predictive model • Data model • Business rules and triggers for automated intelligence based processes Documentation • Activities: • Document business process flow • Document source to target and transformation rules • Populate meta data repository with information solutions meta data • Deliverables: • Meta data • Finalized business process flow • Mapping documents • Right size governance (terms, definitions, business rules, metrics, code sets, analytic models) • Classifications for new/changing data • Information quality metrics

46. Deliverables Critical Path Guidelines Discretionary Deliverables • to learn about the thing yourself • to be able to describe things to your customer • to inform the next phase What Deliverables Are Required? Critical Path Deliverables • Essential to the process • Essential to inform the next phase • Endorsed by Leadership

47. Information Consumer Questionnaire In thinking about insert subject, tell us about the things you do with this information today. What are your current pain points? 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? 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? What types of outcomes would those insights help to drive? How do you want to get this data? What would make it most useful to you? What schedule would you need it on? How often would you refresh this (report, model, etc.)? How much history would you need? What are your thoughts on how to keep it cohesive across business areas? What are your thoughts on making an audit trail and information reconciliation available? 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?) Are there any timeline or other contingencies that we should know about? Is there anyone else we should speak with?

48. eChannel Data Summary Login and Clickstream Data from: Other eChannel Data: Email Campaigns Internal Sites Public Sites Mobile Platforms Social Media Platforms Vendor Corporate Intranet Four HCSC Public Websites Mobile Member Service website Facebook Twitter On-line Sales Channel Member Self-Service Youtube Provider Finder Smartphone App Foursquare 3rd Party Vendor Partner sites Other public facing websites Blog Examples of Clickstream Data • Mobile visitation • Mobile Hardware and Operating System • QR Codes • Total clicks • Likes • Comments • Plays • Shares • Entries • Actions • Published • Stream • 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 .pdfdownloads • Unique information about the “visitor” • Unique information about the “visit”

49. A Culture of Business Analytics “An Analytics culture must be embedded within the enterprise strategy and business operations” From Getting Started with Analytics by Biraja Ghoshal, IM Magazine, 3/12/12