Transcript Slide 1

Building and Implementing an
Information Solution Strategy
Program, and a Case Study of a
Consumer Web Information Strategy
Rikki Samuels,
Sr. Manager, Information
Solutions, HCSC
Jim Schoebel,
Director, Information
Solutions Consulting,
HCSC
Biography
Rikki Samuels, Sr. Manager, Information Solutions, HCSC’s Analytics and
Information Management Division
[email protected]
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
[email protected]
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.
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Introduction
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•
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Terminology demystification
Background and History
Building the Information Strategy Program
Information Strategy Program Overview
Web Information Strategy Case Study
Q&A
Appendix
3
Strategy????
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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…
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Business Analytics
Focuses On:
The effective use of INFORMATION and DATA
To drive
POSITIVE BUSINESS ACTIONS
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?
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
eChannels Conceptual Information Framework
Consumer Intelligence Hub
Applications Completed
via Online Sales
Channel
Part D Applications
& Enrollment
Prospects,
Application Final
Dispositions
SYS80,
Vantage
Leverage Clickstream
Behavior
Members
TMG
Memberships
Measure ROI for
Marketing
Campaigns
Holistic View of All
Electronic Touch
points
SalesForce
Campaigns
Web
Demographics,
Channel
Preferences
Email campaigns
Web
Accounts,
Preferences
Claims
BCBSxx.com
Mobile Platforms
Online Sales Channels
Prospects
Encourage Care
Management via
Mobile Messaging
Silverpop
Web Behavior:
BAM
Social Media
Monitor Online
Application
Process
eChannel
Information
VDM,
Radiant 6,
Vitrue
Care
Management
Leverage Social
Media Behavior to
recognize trends
Enable Holistic
View for
Customer Service
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Delivering an Information Solution
Information Strategy
Information Solutions Definition
Information Solutions Development
Process
Information Strategy Process
Business
Interviews
Information
Needs
Evaluation
Information
Gaps
Evaluation
High Level
Business
Outcomes
Information
Gaps
Business Value
High Level
Information
Needs
Prioritization
Roadmap
Ease of
Implementation
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Information Strategy Phase Summary
Identify:
Conduct Business Interviews
Business Needs
High Level Information
Needs
Learn the Current State, Pain Points
Learn Desired Future State
Capabilities
Determine the Information Needs
Determine the Information Gaps
Recommend Solution & Roadmap
12
Information Strategy Activity Summary
Preparation
Interviews
•
Opportunity Statement
•
Debriefing
•
Research
•
Laundry Lists
•
Scripting
•
Housekeeping
•
Administravia
Process Results
Playback & Consensus
•
Building Deliverables
•
Customer Playback
•
Building Roadmap
•
Signoff
•
Cost Estimates
•
Prepare for handoff
Tools
•
•
•
•
•
Kickoff Meeting
Opportunity Statement
Interview Types
Laundry Lists
Gap Ranking System
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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
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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
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Opportunity Statement
OPPORTUNITY STATEMENT (or problem statement if applicable)
The opportunity of
Contributing information of HCSC’s E-channel’s 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.
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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).
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Gap Ranking
Information Gap
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
Application Final Disposition
Clickstream Data
Cons. Comm. Channel Preferences
Demographics
Hardware Used
Med Supp Members
Medicare Seminar Attendance
Online Application Activity
Part D Members
SilverPop Campaign Catalogue
Sold Product Details
Webtrends Member ID
Member Payment History
Prospects
Accums
Campaign Portfolio
Consumer Emails Sent History
Episode Grouper
Ease of
Implementation
1
1
1
1
1
1
1
1
1
1
1
1
1
2
3
3
3
3
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eChannel Analytics Recommendation
Value vs. Ease of Implementation
Easy
Business Outcome
A
E
Optimize New Sales
and Member Retention
D
B
C
D
Low Cost Service
Model
Build Brand Equity and
Competitive
Advantage
Ease of Implementation
Customize the
Consumer Experience
C
Tier 3
B
Tier 2
Increase Healthy
Outcomes
A
Tier 1
E
Hard
High
Value to the Business Today
Low
Roadmap
Integrate
Application ID
Q1
•
Understand what •
Application IDs
resulted in paid
memberships
Social
Information
Integration
VDM
SilverPop
Media
Q2
Q3
Q4
Develop level of •
confidence working
with VDM data and
understand how to
tie to Members
•
Learn how to
navigate
SilverPop data
and understand
options for tying
to Members
•
Understand
options for tying •
to online
Application
activity
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.
Future
Integrate with
Dearborn Life
Integrate with
Enterprise
Customer
Contact
Management
(ECCM) project
eChannel Analytics Prototype Recommendation
Outcome
Prototype
Data
Gaps Closed
Business Information
1
A
Optimize New Sales and Report on the channel preferences for a Member Profile, Consumer
Member Retention
person
data
Consumer
Channel
Preferences
Member Profile
2
A
Optimize New Sales and Recognize which applications resulted in Vantage/Sys 80, Member
Member Retention
paid memberships
Profile
Sold Product Details
HCSC will be able to calculate
Application Final Disposition
ROI on marketing efforts
Member Profile
3
A
Optimize New Sales and Report on all clickstream data for a
Member Retention
Member
Clickstream Data
Campaign portfolio
Member Profile
4
Campaign ROI by determining if a
SilverPop Campaign, VDM,
Optimize New Sales and targeted campaign population completed
A
Vantage/Sys 80, Member
Member Retention
an application, and became a paid
Profile)
member
5
Integrate all campaigns for a Member
C Low Cost Service Model
into Siebel
Member Profile, VDM,
SilverPop, Siebel
Campaign Portfolio
Member Profile
6
Optimize New Sales and Recognize that a prospect was a prior
A
Member Retention
member
Prospects, Consumer Data,
Member Profile, SilverPop
BAM registration
Prospects
Demographics
Member Profile
7
Recognize all electronic touch points
Build Brand Equity and
D
(excluding Social Media) for a person
Competitive Advantage
(including all emails)
8
9
Member Profile, VDM
Obtaining preferences will
allow HCSC to more
efficiently use marketing
spend
HCSC will further enhance
our ability for member
profiling
Sold Product Details
Application Final Disposition
HCSC will be able to calculate
Silverpop Campaign Catalog
ROI on marketing efforts
Member Profile
HCSC will be able to better
respond to customer
inquiries around marketing
promotions.
HCSC will be able to better
profile that prospect and offer
them similar product
offerings that they had in the
past.
Siebel, BAM & Marketing
HCSC will be able to respond
Messages Sent
to inquiries around eChannel
Webtrends Member ID
promotions and proactively
Consumer Emails Sent
market in this fashion
Member Profile
Siebel, BAM & Marketing
Member Profile, VDM,
HCSC will be able to respond
Messages Sent
Recognize all electronic touch points
SilverPop, Siebel, BAM, &
to inquiries around eChannel
Build Brand Equity and
Webtrends Member ID
D
(including Social Media) for a person
Marketing Messages Sent,
promotions and proactively
Competitive Advantage
Consumer Emails Sent, Social
(including all emails)
Alineo Messages Sent, Social
market in this fashion
Media Data
Media Data
Member Profile
Social Media Data,
HCSC will better understand
Harvest demographic information from
Optimize New Sales and
Social Media data, Member
Campaign Portfolio
the preferences and activity
A
social media channels and tie to
Member Retention
Profile, Prospect, VDM
Prospects
of consumers that are using
members and prospects
Member Profile
social media.
Member Profile, VDM,
SilverPop, Siebel, BAM, &
Marketing Messages Sent,
Alineo Messages Sent
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
•
•
•
•
•
•
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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
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Roadmap
Integrate
Application ID
Q1
•
Understand what •
Application IDs
resulted in paid
memberships
Social
Information
Integration
VDM
SilverPop
Media
Q2
Q3
Q4
Develop level of •
confidence working
with VDM data and
understand how to
tie to Members
•
Learn how to
navigate
SilverPop data
and understand
options for tying
to Members
•
Understand
options for tying •
to online
Application
activity
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.
Future
Integrate with
Dearborn Life
Integrate with
Enterprise
Customer
Contact
Management
(ECCM) project
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:
www.BCBSxx.com
Sales promotions
Online Sales Channel
Advertising
Member Self-Service
Facebook
Twitter
HCSC
Internet
Sites
Social
Media
Email
Mobile
Educational content
Member Service App
Provider Finder App
Foursquare
Text messaging
Blog
Mobile notifications
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).
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
27
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
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eChannel Information Solution Strategy
…to inform these broader
efforts
Focus on information
available via electronic
channels
• Where is the information stored
today?
•
How does it support the business
Information
outcomes?
Sources
• How can we fill the information
gaps?
Retail Lead
Optimization
eChannel
Information Strategy
Business
Outcomes
• What do we want to use
eChannel information for?
• What do we want to do with
eChannel information?
• What do we want to learn from
eChannel information?
Consumer
Intelligence
Hub
Distribution,
Sales and
Marketing
Consumer
Intelligence
Business
Case
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eChannel Information Findings Summary
Business Outcomes
A
Optimize New Sales and Member Retention
B
Customize the Consumer Experience
C
Build Brand Equity and Competitive Advantage
D
Increase Healthy Outcomes
E
Support the Low Cost Service Model
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 person’s memberships over time
5. Ability to harvest demographic information from social media channels
eChannel Analytics Prototype Recommendation
Outcome
Prototype
Data
Gaps Closed
Business Information
1
A
Optimize New Sales and Report on the channel preferences for a Member Profile, Consumer
Member Retention
person
data
Consumer
Channel
Preferences
Member Profile
2
A
Optimize New Sales and Recognize which applications resulted in Vantage/Sys 80, Member
Member Retention
paid memberships
Profile
Sold Product Details
HCSC will be able to calculate
Application Final Disposition
ROI on marketing efforts
Member Profile
3
A
Optimize New Sales and Report on all clickstream data for a
Member Retention
Member
Clickstream Data
Campaign portfolio
Member Profile
4
Campaign ROI by determining if a
SilverPop Campaign, VDM,
Optimize New Sales and targeted campaign population completed
A
Vantage/Sys 80, Member
Member Retention
an application, and became a paid
Profile)
member
5
Integrate all campaigns for a Member
C Low Cost Service Model
into Siebel
Member Profile, VDM,
SilverPop, Siebel
Campaign Portfolio
Member Profile
6
Optimize New Sales and Recognize that a prospect was a prior
A
Member Retention
member
Prospects, Consumer Data,
Member Profile, SilverPop
BAM registration
Prospects
Demographics
Member Profile
7
Recognize all electronic touch points
Build Brand Equity and
D
(excluding Social Media) for a person
Competitive Advantage
(including all emails)
8
9
Member Profile, VDM
Obtaining preferences will
allow HCSC to more
efficiently use marketing
spend
HCSC will further enhance
our ability for member
profiling
Sold Product Details
Application Final Disposition
HCSC will be able to calculate
Silverpop Campaign Catalog
ROI on marketing efforts
Member Profile
HCSC will be able to better
respond to customer
inquiries around marketing
promotions.
HCSC will be able to better
profile that prospect and offer
them similar product
offerings that they had in the
past.
Siebel, BAM & Marketing
HCSC will be able to respond
Messages Sent
to inquiries around eChannel
Webtrends Member ID
promotions and proactively
Consumer Emails Sent
market in this fashion
Member Profile
Siebel, BAM & Marketing
Member Profile, VDM,
HCSC will be able to respond
Messages Sent
Recognize all electronic touch points
SilverPop, Siebel, BAM, &
to inquiries around eChannel
Build Brand Equity and
Webtrends Member ID
D
(including Social Media) for a person
Marketing Messages Sent,
promotions and proactively
Competitive Advantage
Consumer Emails Sent, Social
(including all emails)
Alineo Messages Sent, Social
market in this fashion
Media Data
Media Data
Member Profile
Social Media Data,
HCSC will better understand
Harvest demographic information from
Optimize New Sales and
Social Media data, Member
Campaign Portfolio
the preferences and activity
A
social media channels and tie to
Member Retention
Profile, Prospect, VDM
Prospects
of consumers that are using
members and prospects
Member Profile
social media.
Member Profile, VDM,
SilverPop, Siebel, BAM, &
Marketing Messages Sent,
Alineo Messages Sent
Agile Methodology
Profile
data
Enhance
results
Load
data
Prototype
Iterations
Develop
results
Enhance
data
Validate
with
business
Governance
Information
Solution
Definition &
Development
leverages an
Agile BI
approach with
Information
Governance
embedded in
each activity
Questions?
Thanks for Listening!
Rikki Samuels
Sr. Manager, Information
Solutions, HCSC
[email protected]
312-653-6593
Jim Schoebel
Director, Information
Solutions Consulting, HCSC
[email protected]
312-653-8116
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Appendix
•
•
•
•
•
•
•
Deliverables Guidelines
Information Solution Definition Activities
Information Solution Development Activities
Deliverables Guidelines
Sample Interview Questionnaire
eChannel Summary
Information Gaps Summary
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3 Activities
Information Solution Strategy
Information Solution –
Definition
Prototype
Iterations
Information Solution –
Development
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Information Solution Definition
Information
Requirements
Data
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
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
Information Solution Development
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
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
Environment
Documentation
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
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?
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eChannel Data Summary
Login and Clickstream Data from:
Internal
Sites
Public
Sites
Corporate
Intranet
Four HCSC
Public Websites
Member SelfService
On-line Sales
Channel
3rd Party
Vendor Partner
sites
Other public
facing
websites
Examples of Clickstream Data
•
•
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”
Mobile
Platforms
Other eChannel Data:
Social Media
Platforms
Email
Campaigns
Facebook
Mobile Member
Service website
Twitter
Vendor
Youtube
Provider Finder
Smartphone App
Foursquare
Blog
•
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
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. Claims
2. Dental Members
3. Historical Memberships
4. Member
5. Memberships
6. Accums
7. Alineo Messages Sent
8. Application Final Disposition
9. BAM Messages Sent
10. BAM Registration
11. Clickstream Data
12. Consumer Communication
Channel Preferences
13. Demographics
14. Hardware Used
15. Marketing Messages Sent
16. Med Supp Members
17. Medicare Seminar Attendance
18. Online Application Activity
19. Part D Members
20. Siebel Messages Sent
21. SilverPop Campaign Catalogue
22. Sold Product Details
23. Webtrends Member ID
24. Prospects
25. Campaign Portfolio
26. Consumer Emails Sent History
27. Episode Grouper
28. Groups Likely to Lapse
29. Individuals Likely to Lapse
30. Life Events
31. Pharmacy
32. Referrals
33. Social Media Data
34. Member Payment History
41