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Bridging the Gap Between Technology and ResearchBridging the Gap Between Technology and Research
PMRS-Ottawa Breakfast
October 9, 2002
Nancy Morrison, SPSS MR
Taking research to a new dimensionTaking research to a new dimension
• Evolution of Market Research
• Dimensions Technology Platform
• Objectives
• Application & technology infrastructure
• SPSS MR Data Model
• Web Portals
• Data Mining and Predictive Analytics
Evolution of Market ResearchEvolution of Market ResearchThe Dark Ages:
Pre 1960
The Revolution Begins…
1970’s
1980’s
1990’s
“Test the Air”
Focus Groups, Telephone Surveys
CATI Systems
Mass Marketing
Web Surveys
Paper & pencil counts
Batch tabulations
PC’s & Charts
Data WarehousesOLAP, Stats get easier!
Evolution of MarketingEvolution of Marketing
Market Intelligence TodayMarket Intelligence Today
• More and More Market Surveys
• Untapped Corporate Data Bases
• Industrial and Market Globalization
• Internet Driven Data
• Increased pressure for profitability and ROI
State of the IndustryState of the Industry
• Targeted marketing
• International-multiple language & multiple mode- projects
• Advanced analytics
• Marketing Information Portals
• High-end, integrated data systems
An “operating system” for end-to-end Marketing Support SystemsAn “operating system” for end-to-end Marketing Support Systems
Tools for implementation of…
• Next-generation, multi-mode data collection
• Sampling & customer information management
• Data management, processing and delivery
• Business Intelligence applications
Seamless integration across component applications
Dimensions & theSPSS MR Data ModelDimensions & theSPSS MR Data Model
Don’t be constrained by your software!
The vision of DimensionsThe vision of Dimensions
But first, “Why?”
• Synthesis of collected product suites
• Stop pushing the boulders up the hill
• Platform, not just applications
• Innovate or step aside
Dimensions application objectivesDimensions application objectives
• Easy to use
• Feature rich & high quality
• Customisable & extendable
• Integrate with other data formats / software applications
• Multilingual
Dimensions ideologyDimensions ideology
• Open
Standard and Extensible (SDK)
• Scalable
• Integrated
• Global
The next dimension is here…The next dimension is here…
• Interview in multiple modes
• Free up your workflow
• Work with data in any language
• Create custom applications or interfaces
• Differentiate yourselves from the competition
• Maximize the value of research throughout the enterprise
Integrated, multimodal & end-to-endIntegrated, multimodal & end-to-end
• Data is at the heart of both research operation and meaningful business decisions
• Every aspect of the research process is covered
• Execute surveys in multiple modes with central data capture and analysis
SPSS MR Online –
ASP & online research services
Free up your work flow!Free up your work flow!
• Modular & customizable system eliminates dictatorial step-by-step process flow
• Feed & access central data source simultaneously
• No constraints, no limitations
Open wide…!Open wide…!
• Work with SPSS, competitor, proprietary and any other data formats
• Advance research data throughout the enterprise
• Extend the software to your specific needs
Technical strategyTechnical strategy
• Win32 operating system
• NT, Win95/Win98, Win 2000, XP, CE
• MS COM components, .NET
• Component Object Model
• Browser-enabled applications
• Where applicable
The productsThe products
DesignDesign
CollectionCollectionAnalysisAnalysis
PublishingPublishing
mrInterview- Web- CATI- CAPI- etc.
mrPapermrScanVerbastat
mrAuthorWordParser
SPSSAnswerTreeClementineEtc…
SmartViewerWebAppOLAP
Project ManagementProject Management
mrDatamgr
mrTranslatemrTables
Example: mrInterview goes multimodalExample: mrInterview goes multimodal
XML
Data
QuestionnaireQuestionnaireAuthoringAuthoring
InterviewInterviewengineengine
WebWeb WAPWAP InfoplianceInfopliance
ScriptingScripting
Open InterfaceOpen InterfaceOpen InterfaceOpen Interface
SPSS MR Data ModelSPSS MR Data Model
The Center of Dimensions
The SPSS MR Data Model is not…The SPSS MR Data Model is not…
• A data structure (i.e. ASCII, Binary, Database)
• A data warehouse
• A standard format
• “Once you get it into the Data Model format…”
The Data Model is much more powerful!
The SPSS MR Data Model is…The SPSS MR Data Model is…
• A data access methodology, providing access to:
• Metadata
• Casedata
• An application integration layer
• Allows different applications to communicate using the same framework
• Extensible / Customizable
The SPSS MR Data Model is…The SPSS MR Data Model is…
Set of data and metadata API’s that enable
• Survey authoring
• Multimode data collection
• Tabulation & predictive analytics
• Publishing of results
• Open import/export options
• Freedom of workflow
…in a market research environment
Moving to another levelMoving to another level
• Complete integration of disparate data sources
• Open platform for centralized management of applications and global projects
• Fully integrated component applications
ComponentsComponents
SPSS MR Data ModelSPSS MR Data Model
MR ApplicationsMR Applications
MR DataMR Data
Customized SoftwareCustomized Software
Robust component architectureRobust component architecture
• Encapsulation of functionality into modules allows for rigorous testing
• Implementation details are visible only within the module, and can be safely changed
Extensible component architectureExtensible component architecture
• Reduces complexity of application programs, making them easier to adapt
• Autonomous (decentralized) modules increase the likelihood that a simple change will affect just one module or logical subsystem
Compatible component architectureCompatible component architecture
• Improves compatibility between software systems, making it easier to combine and integrate systems
• Applications are more portable
Web PortalsWeb PortalsWeb PortalsWeb Portals
Sharing Insights
Portals: insight, accessPortals: insight, access
Informationgathering
Knowledge activation
Decisions, strategy, innovation
Corporateknowledge
Portal platformsPortal platforms
Structured environment for sharing information:
• Across multiple platforms, applications and data sources
• Among widely dispersed – and diverse – people and groups
• Across company boundaries
Marketing information portalsMarketing information portals
• Marketing context dashboards
• Integration of multiple data sources
• Interactive OLAP, analytics, graphics
• Business planning environments
• Analytical & planning templates, “cookbooks,” training applications
Decision support / EIS
Management summary reporting
PortalToolkit
Smartviewer
Web
App
mrTables/
WebTables
mrOLAP?
Third
-par
ty
Tool
s
Adapt CRM
Customer loyalty programs
Marketing information portals
Data mining &predictive modeling
Plugins to CRM systems
Syndicated MR services
Forecasting
mrStream
Data Mining and Data Mining and Predictive AnalyticsPredictive Analytics
Data Mining and Data Mining and Predictive AnalyticsPredictive Analytics
Using the present to understand the future
Why Data Mining?Why Data Mining?
• Surveys collect market data
• Transaction systems store the data
• Tabulations and OLAP reports the data
• Data mining enables people to change what they do based on the data
Make better business decisions
Tabulations vs. Data MiningTabulations vs. Data MiningTabulations
• What was the response rate to our mailing?
• Which customers didn’t renew their policies last month?
• Who were my 10 best customers last month?
Data mining
• What is the profile of people likely to respond to future mailing?
• Which customers are likely to switch to the competition in the next six months.
• Which 10 customers offer me the greatest profit potential?
Data
Min
ing
Mark
et
Rese
arc
h
Applications of Data Mining & Market ResearchApplications of Data Mining & Market Research
Customer Profiling
Customer Value
Customer Loyalty
Customer Segmentation
Customer Propensity
Customer Satisfaction
Performance ‘Forecasting’
Product Associations
New Product Planning
Brand Awareness
Market Share
Ad Effectiveness
Be a part of the revolutionBe a part of the revolution
• Constantly evolving
• Made for researchers, by researchers
• Revolutionary platform that puts you in the corporate playing field
• An eye on the future
Take control! Let Research Lead Technology!Take control! Let Research Lead Technology!