Post on 12-May-2015
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© Kognitio, Inc. 2013 All Rights Reserved
Digital Marketing Analytics –The power to know your customer
Nigel Sanctuary
@Kognitio
Digital Marketing Analytics Discussion: #DigiMkt
© Kognitio, Inc. 2013 All Rights Reserved
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights Reserved
We are in the midst of an industrial revolution
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights Reserved
The basic evidence
68% of companies will increase their data-driven marketing spend in 2013 Web analytics far exceeds social
media interaction as the best source for understanding your customer!
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights Reserved
A very limited view of Digital Marketing Analytics
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The growth arena…
Humble thanks to Adobe, b2bMarketing & Retail Credit
Association
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The breadth of Digital Marketing Analytics
Competitive Actions
Sales Activities
New Product releases
Competitor Promotions
Competitor advertising
Season
Market Conditions
Fuel Prices
Unemployment rates
Other economic factors
Consumer Confidence
Attribution
OptimisationAllocation
1 2 3
Business Outcomes
Consumer Response
SearchOnline ChatterStore VisitsPurchasing
Unit SalesRevenueMarginsMarket ShareShare of VoiceCustomer Lifetime Value
Marketing Actions
Print Ads
Direct Mail
RadioNative content
Social Media
Paid searchOnline display
Mobile Apps
Cinema
PR
Earned Media
Pricing
Promotions
Customer service
Television Ads
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights Reserved
A shift in scope LOB Marketing Executive/“Customer Retention” : Needing a solution Data Analysts: Needing a Platform Digital Marketing Analysts: Needing a Platform Brand/Merchandising Executive: Needing a solution Retail Demand Planning Executive
SOCIAL MEDIALikes
Sentiment
ADVERTISINGOn-line
PrintOutdoor
…
WEB TRAFFICPage Clicks
Audience overview
Segmentation
reports
CONVERSIONSOffersLoyalty
Subscription
IN-STOREDisplay
Cross-sellUp-sell
SALESeCommerce
PoS…
• LOB Solutions analytical teams• Marketing Analyst Boutiques• Media Buying Agency
WEB Journey
Integrated journeys
Digital Marketing AnalyticsTypical user community
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Some views worth agreeing with
Predictive modelling, data-driven segmentation, regression and correlation are unavailable in off-the-shelf Web analytics tools. (Gary Angel, Semphonic)
A benchmark for you: If you are not spending 30% of your time in 2013 with data, Ms./Mr. Marketer, you'll fail to achieve professional success. (Avinash Kaushik, Occam’s Razor)
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Tagging v monitoring where does the data come from now?
Tag Script Line = X
X XX
X
X
X X
X
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Additional Data Source Collection
Datasift/TOPSY/GNIP: Source of social media
Augmenting: DataOpinionLab
PC Fingerprinting: IMI
Interaction Monitoring: Celebrus(Speedtrap), ClickTale
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This means….
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Operational Data Store
Computer/ Telephony Integration
Automated Call Delivery
Interactive Voice Response
PSTN
Analytical Data Platform
Analysis Application
Operational Data staging
Campaign Management
DecisionEngine
RiskManagement/
Decisions
Product systems
Other op’s Systems
AgentPlatform/
Co-browsing
MarketingAnalysis/Decisions
Customer
Telephoneoutbound campaigns
OperationalReporting
Branch
Data
Campaign Data
Campaign
Scores
Customer/event flags
Contact centreBusiness
Intelligence Reporting
Campaign
Transactional database
Analytical Database
Operational database
Delivery Environment
Web
Con
tent
Cookies
Tags
Transactional Database
Data
DataData
Data
Data
Data
…data collection challenges
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…Integration Challenges
Marketing Actions
Print Ads
Direct Mail
RadioNative content
Social Media
Paid searchOnline display
Mobile Apps
Cinema
PR
Earned Media
Pricing
Promotions
Customer service
Season
Market Conditions
Fuel Prices
Unemployment rates
Other economic factors
Consumer Confidence
Television Ads
Competitive Actions
Sales Activities
New Product releases
Competitor Promotions
Competitor advertising
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights Reserved
…and analytical processing challengesDefine Goal
Select data
Prepare data
Select and Transform variables
Process models
Validate model
Source: Olivia Parr Rud: Data Mining Cookbook (p5 fig. 1.1 steps for successful target modelling)
Implement Model
Deploy in Business
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The solution in integration and acceleration
Analytical Skills
Broad & Deep Data
Accessibility to Data
Connectivity to Business Process
Analytical and Data processing Productivity Enablers
Investigative Power
Accessibility to Creative Curiosity
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@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights Reserved
Analysis Server
Case Study: (Not Nike, but just as big)
MPP Analytical
Data Platform
MPP Analytical
Data Platform
Collection Server
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Complaints
CRM
Shipping
IVR
Digital environment
Web ServerCRM
ACD
A Single Customer Leaves a big footprint
Campaign Server
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Integrated Collection and processing
Client
Contact Centre
Production
Marketing
Distribution
Service Support
Leadership Team
Account Management
Complaints
CRM
Shipping
IVRWeb Server
CRMACD
Customer Contact Analytical Platform
Ingestion
Model, investigate, report
Consolidated
Co-ordinated
Consistent
Disparate
Analyst
Discordant
Damaging
Predict, trigger, optimise
Report, Serve Data, Insight
Model, Predict, Optimise
Evaluate, Assess Options
Model, Predict, Optimise
Predict Resource, Buy, Plan
Plan, Insight
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What is the way around• Use the technologies developed for Big Data
• The technologies designed for high performance integration
• The platforms for industrial strength analytics: MPP
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Enabling concepts
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Digital Marketing needs Granularity
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The ability to manage detail is the difference between Basic v Sophisticated
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Technology has extended capacity to allow this inexpensively
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The enemy
Process Steps Limited Capacity
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In Memory MPP is an enabler
Data
Queries
CPUs
CPUs
CPUs
CPUs
Every core working on every query
Data equally distributed across the servers
In memory Massively Parallel Processing
Server 1
Server 2
Server 3
Server 4
Designed specifically for complex analytics
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Remove process steps, parallelise analytical code
Lots of processing cores & RAM
Res
ults
onl
y
Processing time
Script building and presentation only
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A sample Kognitio Cloud Center of Decision Intelligence
Enterprise DataWarehouse
OperationalData Stores
KognitioStorage
Application Reporting
Hadoop Clusters
Near-lineStorage
(optional)
Campaign Management
Web Management
Promotions
Loyalty Management
$
Promotion Management
WorkforceManagement
ModelVisualiseSee
Score
Manage
E-mail/Social mediaLoyalty points bonuses
EP
OS
Connections
EP
OS
C
onnections
Operational Data
Operational D
ata
Status
CategoryManagement
Famous Store
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights Reserved
Summary• We are producing and collecting digital marketing data• We must not limit our scope to monitor and support the
customer opportunities• We have the technology to control and store the data that
truly reflects customer behavior• Let’s not be tempted to silo the analysis of the impact of our
marketing• Regain control of the data• Increase the breadth of analysis• Increase the productivity of analysis
connect
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