SEE IT FAST,SHOW IT FAST,ACT ON IT FAST:THE CHALLENGES WITH BIG DATA EXPLORATION
CONFIDENTIAL — NOT FOR DISTRIBUTION
MAY 4th, 2012
Challenges or opportunities?
Exploration or problem-solving?
WARNING!
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No big data, no illustrations in this presentationNo big data, no illustrations in this presentation
Never seen the productNever seen the product
Sorry if I show my age!Sorry if I show my age!
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BACK IN 1984 …BACK IN 1984 …BACK IN 1984 …BACK IN 1984 …
Six months to complete the mandateSix months to complete the mandate
Data collection is manual and backup is paperData collection is manual and backup is paper
How do you insert charts in your report?How do you insert charts in your report?
Write the report, no slides pleaseWrite the report, no slides please
Mainframe, anyone?Mainframe, anyone?
Looking for a laser printer?Looking for a laser printer?
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BACK IN 1995 …BACK IN 1995 …BACK IN 1995 …BACK IN 1995 …
Three months to complete the mandateThree months to complete the mandate
All the data is available in a database!All the data is available in a database!
Windows 95 and the InternetWindows 95 and the Internet
PowerPoint is about to rulePowerPoint is about to rule
Still mainframe, but start to run on PCStill mainframe, but start to run on PC
Looking for a color printer?Looking for a color printer?
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AIMIA GLOBAL LEADER IN LOYALTY MANAGEMENT
• From Air Canada’s Frequent Flyer Program to global leader in loyalty management offering a full suite of loyalty services
LOYALTYANALYTICS
PROPRIETARY LOYALTY
COALITIONLOYALTY
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AEROPLAN COMPLETESIPO
20052005ACQUIRE LMG20072007
ACQUIRE CARLSON MARKETING
20092009BECOMES AIMIA20112011
AND THEN SINCE 2005AND THEN SINCE 2005AND THEN SINCE 2005AND THEN SINCE 2005
Reporting
Profiling
Segmentation
Predictive Models
Optimization
• Tell me what
happened
• The month is over,
where is my report?
• By the way, could I
pull it myself?
• What do they
look like?
• Could I have it
tomorrow?
• Divide and conquer
• Could you add needs
and attitudes?
• Who’s next?
• Could you build
the model for
next week?
• What do they
look like?
• What’s the best way
to do it?
• What if I do this?
• What should I
present to who and
on which channels?
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INCREASING DEMAND FROM THE BUSINESS ON ALL FRONTS
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Integration with
Marketing
Research
Integration with
Marketing
Research
Partner
Segmentations
Partner
Segmentations
1,400+ Analytics
Projects
Completed
1,400+ Analytics
Projects
Completed
Migration of
Online Data to
CDW
Migration of
Online Data to
CDW
Simulation of
Policy Changes
Simulation of
Policy Changes
80 Analytics
Monthly
Reports
40+ Predictive
Models
Contact
Management
Breakage
Model
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A VISION FOR THE FUTURE OF A VISION FOR THE FUTURE OF A VISION FOR THE FUTURE OF A VISION FOR THE FUTURE OF
ANALYTICS …ANALYTICS …ANALYTICS …ANALYTICS …
More real-time (or near real-time) decisions based on increasingly automated analytics
More forward looking (prediction) than rear-view mirror (reporting) analytics
More text mining (call centers, customer comments, blogs, …) as business solutions
More, more integration of customer connections with the organization
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“Often the most effective way to describe, explore and summarize a set of numbers … is to look at pictures of those numbers.”
STAKEHOLDERS ASPIRATIONS ARE CHANGING
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MORE DATAMORE DATA
• Aspiration to
integrate data
from as many
touch points as
possible
ACCESSIBLEACCESSIBLE
• End-users want
a more direct
access to the
information
FASTERFASTER
• Pressure to
deliver insights
much faster
• Transactions
• Channels (online,
contact centre,
mobile)
• Contact history
• Research
• Social media
• Structured and
unstructured
• Self-serve reporting
• Less reliance on IT and
Analytics
• No patience for
results
• Call to action is now
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DIFFERENT ASPIRATIONS DRIVE DIFFERENT ASPIRATIONS DRIVE DIFFERENT ASPIRATIONS DRIVE DIFFERENT ASPIRATIONS DRIVE
A DIFFERENT PERSPECTIVEA DIFFERENT PERSPECTIVEA DIFFERENT PERSPECTIVEA DIFFERENT PERSPECTIVE
MORE DATA = CONNECT THE DOTS
MORE DATA = CONNECT THE DOTS
• Data preparation is
critical
ACCESSIBLE = YOU SEE WHAT I SEE
ACCESSIBLE = YOU SEE WHAT I SEE
• Visual
• Easy to use
• Dynamic
• Your client sees
what you see
FASTER = ACTIONABLE INSIGHTS
FASTER = ACTIONABLE INSIGHTS
• Generate actionable
insights – the picture
tells the story
• Your answers enable
changes
THE BUSINESS ASKS
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Present the campaign results by vehicle, by offer, by type of respondentPresent the campaign results by vehicle, by offer, by type of respondent
What is driving my results up/down?What is driving my results up/down?
Are my segments really different?Are my segments really different?
Does the communication change member’s behavior?Does the communication change member’s behavior?
Evolution of membership baseEvolution of membership base
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ANALYTICAL PROFESSIONALS ANALYTICAL PROFESSIONALS ANALYTICAL PROFESSIONALS ANALYTICAL PROFESSIONALS
ARE ABOUT TO CHANGEARE ABOUT TO CHANGEARE ABOUT TO CHANGEARE ABOUT TO CHANGE
• Analytical professionals will be required
– to move away from “traditional analytics”
– to expand their skills into information communication
environments, visualization of data and seamless
integration of analytics into business processes –
– to think strategically about the usage of analytics
BE STRATEGICINTEGRATESHOWCOMMUNICATE
IN THE EYE OF A PERFECT STORM
• NEW TOOLBOX
– The tools and technologies are available
• NEW PLAYGROUND
– Huge amount of data is available
• RECOGNITION
– Increasing number of organizations are convinced that they derive a
competitive edge from their data insights
• TIME TO BECOME A STORY TELLER
– Connect the dots and learn to build and tell a business story
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CONFIDENTIAL — NOT FOR DISTRIBUTION
THANK YOU THANK YOU THANK YOU THANK YOU QUESTIONSQUESTIONSQUESTIONSQUESTIONS
