Post on 07-Jul-2015
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ELEVATING CUSTOMER
ANALYTICS
And Building the Coveted Holistic
Customer View
Christy MaverGlobal Product Marketing Director, Actian Analytics
As Global Product Marketing Director, Christy
Maver is responsible for marketing Actian
Analytics. Christy has 15 years of experience
with technology and software marketing. Prior to
joining Actian, Christy was the Big Data Product
Marketing Manager for IBM. She holds a BA in
Economics from Princeton University.
Follow Christy on Twitter @cdmaver
IT’S A MAD, MAD, DIGITAL WORLD
BIG DATA CREATES SIGNIFICANT
OPPORTUNITIES FOR MARKETERS
Personalized Experiences• Ad, offer, & content optimization• Location-based content• Pricing optimization by segment
Better Decision-Making• True marketing ROI• Predictive modeling• Holistic campaign planning• Profitability by affinity groups
Deep Audience Analysis• Hyper-segmentation• Full customer 360° understanding• Buying signal analysis• Customer lifetime value
More Effective Spend• Omni-channel attribution• Real-time ad & promo optimization• Media mix optimization• Brand monitoring
Copyright © 2014 IIA All Rights Reserved
THESE OPPORTUNITIES REPRESENT
$BILLION
14%
Advanced marketing
mix analysis delivers
higher profits
$226B
Retail Purchases
Online
$200B
15-20% improvement in
return on overall
marketing spend 2017
Year when CMO spend
On IT surpasses CIO
THE MARKETER’S WORLD IS AN
OVERWHELMING ONE
CMO
ContentOptimization
Location-based
content and
offers
Real-time
experience and
content
personalization
Next-generation
next-best offer
and commerce
AudienceAnalysis &
Engagement
Buying
signal
analysis
Customer 360°
omni-channel
repository
“On-the-fly”
behavioral micro-
segmentation
MarketingEffectiveness
Brand
monitoring
Omni-channel
attribution
Media mix
optimization
Real-time ad and
promotional
optimization
MarketingPlanning
Market simulation
and gaming
Predictive
modeling and
analysis
Holistic
campaign
planning
Marketing
ROI and
program
reporting
Social media /
networking
Discovery
analysis
ALL IN A DAY’S WORK
CMO
FutureInnovation
ContentOptimization
Location-based
content and
offers
Real-time
experience and
content
personalization
Next-generation
next-best offer
and commerce
AudienceAnalysis &
Engagement
Buying
signal
analysis
Customer 360°
omni-channel
repository
“On-the-fly”
behavioral micro-
segmentation
MarketingEffectiveness
Brand
monitoring
Omni-channel
attribution
Media mix
optimization
Real-time ad and
promotional
optimization
MarketingPlanning
Market simulation
and gaming
Predictive
modeling and
analysis
Holistic
campaign
planning
Marketing
ROI and
program
reporting
Known and
unknown
competition
Social media /
networking
Discovery
analysisSales impact
THE MARKETING MANIFESTO FOR
THE DIGITAL WORLD
“There is no question that retaining customers is
vital to business. Conventional wisdom tells us that it
is easier (and cheaper) to sell to a current customer
than to acquire a new one.”1
Assemble DataEngage
CustomersTransform Brand
Experiences
1“Keeping Customers: Successful Loyalty through Analytics,” on iianalytics.com.
WAIT, 360 IS NOT ENOUGH?
Create the Segment of 1
GET A HOLISTIC CUSTOMER VIEW
The Segment of 1 is now 1 plus a
network
THE 360°VIEW IS NECESSARY BUT NO
LONGER SUFFICIENT
FROM DOT…
TO DOT…
TO BUILDING THE COMPLETE PICTURE
SO HOW DO YOU BUILD THIS
COVETED VIEW?
15
Enable business analysts to unleash true discovery power of graph analytics, to discover the “unknown unknowns,” create heat maps of relationships, uncover cause, effect and influence in associations of data
Graph Analytics
“If you haven’t yet heard of graph databases, get ready. They’re the
next hot ticket in a world consumed by big data, analytics and the
Internet of Things.”
- Virginia Backaitis
“Graph analytics can
extend the potential value
of current data discovery
capabilities, which will
increase its adoption.”
- Gartner Hype Cycle for
Big Data, 2014
GRAPH ANALYTICS IS HOT
GRAPH IS NEXT BIG OPPORTUNITY IN
ANALYTICS
Structured/ Slowly
Changing Data
Unstructured /
Rapidly Evolving
Data
Static AnalysisAnalytic Complexity
DATA
SOURCE
ANALYTICS
- Who influences whom?
- What follows what?
- Who looks the same?...
- What looks the same?
- Time to answer
High ROI Analytics
SQL/RDBMS
BREAKING IT DOWN INTO SIMPLE TERMS
WHAT CAN YOU DO WITH GRAPH?
LET ANALYTICS BLUEPRINTS DO
YOUR HEAVY LIFTING
MARKETERS NEED PURPOSE- BUILT
BLUEPRINTS FOR CRITICAL BUSINESS
CHALLENGES
Choose from 1 or all 7 Customer Analytics Blueprints
SET A CLEAR PATH WITH ANALYTICS
BLUEPRINTS
Deliver Automated Marketing to the One
CREATE MICRO-SEGMENTS
CONNECT ANALYZE ACT
CRM Account Info and
Demographics
EDW Transaction History
Social MediaKeywords
Combine Data Load
Into Hadoop
Connect to Text Mining Application
Database Connection
to EDW
Connect to Flat Files
Purchased Lifestyle Trends
Purchased Household Information
Purchased Demographics
API Level Connection
to CRM
Connect to Flat Files
Connect to Flat Files
Load Into Hadoop
IncreaseCampaign Revenue
IncreaseCustomer Satisfaction
/ Loyalty
CustomizeInbound
Response
Customer Match
JoinDerive
AggregatePrepare
VariableTerm
ProfitabilityForecasts
MicroSegmentation
Model
SocialNetwork
InfluencerScore
Optimize OutboundMarketing
Mobile And Web Behavior
Intelligence
CaptureActivity AndFollowership
Data
BIG DATA 2.0
MICRO-SEGMENTATION BLUEPRINT
“[We only have] a matter of minutes to serve up ads to people who have demonstrated an interest in travel before they book. Going from hours to minutes on segment creation and publishing is a huge win for us.”
CTO, Leading Internet Corporation
Rapid data analysis of 183 million users of 180 countries in 40 languages
Banner ads automated based on live conversations
Optimized media placement across 10B media impressions per month, regularly delivering 10,000 segmentations in 24 hours
Scaled to 80Tb of data in-memory. 24/7 ad hoc reporting for 400 million unique users
10,000 customer segments & 50,000 attributes recalculated 20X a day; plus more than 300,000,000 daily ad optimizations
INCREASE REVENUES FROM AD
OPTIMIZATION
Predict and influence what customers do next
PREDICT THE NEXT BEST ACTION
Mobile Device Data in Hadoop
Projected Product Supply
Customize Inbound
Response
CONNECT ANALYZE ACT
Connect to Text
Customer MatchJoin
DeriveAggregate
Prepare
Business Rule Triggers
CustomerLifetime Value / Near- Term Value Scores
Personalized Next Best Action
Recommendation
Optimize OutboundMarketing
BuildCustomer
Profile
Aggregate and
DiscoverProduct
History by Customer
Capture Campaign Rules and Objectives
Customer Match Join
DeriveAggregate
Prepare
Web Behavior
Account Info and Demographics
TransactionHistory
Real- Time DigitalMedia Feeds
Marketing Automation
IncreaseCustomer Loyalty
Improve Supply Chain Management
IncreaseCampaign Revenue
Increase Call Center Profits
Web Activity
Mobile Behavior
Quantify Social Activity
API Level Connection to
Marketing Automation
Connect to HDFS
Connect to HDFS
Database Level
Connection
API Level Connection
to CRM
Predictive Product Model
Predictive Product Model
Predictive Product Model
Predictive Product Model
Predictive Product Model
Predictive Product Model
BIG DATA 2.0
NEXT BEST ACTION BLUEPRINT
LET’S TALK BEST PRACTICES
BEST PRACTICES
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Take Action in Real Time
Discover without
Limitations
Increase Prediction Accuracy
• Customer records
• Transaction records
• Web scrapes
• Call center notes
• Digital media feeds
• Hadoop logs and text files
• ePOS Receipts
• 30,000 ad campaigns
• ERP system
… and more
TAKE ACTION IN REAL TIME
Take Big Data Information
Flows
Extract Signals Through
Advanced Analytics
Send Out Personalized Prescriptive
Actions
• Who is loyal
• Who is likely to churn
• Who is a repeat customer
• Who is willing to buy more
• Who will respond to an ad
• Who is profitable now
• Who is profitable long-term
• What should be my next offer
• How can I influence customer behavior? …and more
• Proactively offer retention bonus to potential churner
• Send mobile coupon to customer as they walk by your store
• Provide tailored campaign based on individual preferences
Connect Analyze Act
DISCOVER WITHOUT LIMITATIONS
Copyright © 2014 IIA All Rights Reserved
INCREASE PREDICTION ACCURACY
Copyright © 2014 IIA All Rights Reserved
LEARN MORE
• Learn more about Actian’s Customer Analytics
Blueprints www.actian.com/customer-analytics
• Download the paper, “Elevating Customer
Analytics” on www.actian.com/resources/
Christy Maver@cdmaverchristy.maver@actian.comwww.actian.com
Questions And Answers
research@iianalytics.com