Marketing & CRM OptimizationUsing Big Data & Predictive Analytics

Bob SamuelsTechConnectr

@techconnectr Graphic Source: http://www.truecloud.com/Solutions and TechConnectr.com

BI Dashboards & KPIs

Vertical Market Applications

Predictive Analytics

OSS

BI Platform / Reporting

OSS

Visualizations

Unstructured / Search

Indexing / MetadataSearch

NLP

Hadoop Analytics

Hadoop Dev Platforms / Automation

HDFS

General ‘Big Data’ & Analytics EcosystemsAP

PLIC

ATIO

NS

TOO

LSDA

TA M

ANAG

EMEN

T

STRUCTURED UNSTRUCTURED

Transactional DB

High Performance Analytical DB

NewSQL

Enhancement

Distributed

NoSQL

Graph DocumentKey Value /

Column

Enterprise Apps

Internet Apps

Social Media Web Content Mobile Devices Camera / DVR Sensors / RFID Logfiles

Hadoop aaS

HDFS Alternatives

DBaa

S

HANAGraphDB

Filesystem

EMR

Text / Sentiment Analysis

Data as a Service

Data Warehouses

vFabric L

Drill

Vertical Market Applications

Impala

Messaging Optimization Data Integration / CEPOSS

IMDG

Redshift

Based on Source: Perella Weinberg Partners

AI

CRM & Digital Marketing Ecosystems

Bob SamuelsThe TechConnectr – www.techconnectr.com

Cell: 408-206-5858Strategic * Marketing Analytics * Client & Partner Door Opening * Demand Generation & Nurturing * Financial ROI Optimization

Digital Marketing & eCommerce Analysis and Optimization Applications: Real-Time-Bidding eMail Recommendation Engine Search Demand Side Platforms CRM Loyalty Programs Display Web Analytics Games Customer Experience Mobile / Location SEO VideoTargeting / Personalization Community / Social Marketing Automation Yield Optimization Re-TargetingData Management Platform Sharing Tools Integrated Marketing Management Feedback / Surveys

DATACorporate Structured Data

Structured / Unstructured

Content Management

Data as a Service

Web Content / Search

Social Media

Images / Video

Mobile / Location

Sensors / RFID / Satellite

Machine / Log Files

Domain ApplicationsCustomer Personalization

Digital Mktg / eCommerce

Healthcare / Bioscience

Insurance / Risk Mgmt

Investment Management

Telecom / Utilities

IT & Operations

Manufacturing / Logistics

Oil & Gas Exploration

Government & Defense

BI, Analytics & VisualizationBusiness Intelligence

Dashboards / KPIs

Data Discovery

Descriptive Analytics

Statistical Packages

Predictive Analytics

Machine Learning

Prescriptive Analytics

Decision Management

Graphs / Visualization

Platforms / ToolsHardware & Infrastructure

Natural Language Processing

ETL / ELT

Data Integration

Data Governance

Marshalling

MapReduce

Databases

Hadoop / In-Memory

Distributed File Systems

CRM & Digital Marketing Applications

DATA SOURCES DATA PROCESSING DATA ANALYTICS APPLICATIONS

Multi-channel two-way messaging

Website Mobile site Mobile app

CRM / ERP POS Call Center / IVR

Email Display Social

DATA LAYER

Onsite

Online

Offline

CustomerHistory &

Profile

Credits to Ensighten for graphics

Data & Data ManagementPredictive AnalyticsMulti-Channel Campaign Execution

Predictive Analytics - Increasing Value of Data

PrescriptivePredictiveBiz IntelligenceData Mining

Predictive Analytics Examples (both Clusters & Individuals)

• Customer Metrics, Advanced Clustering, & Predictive Analytics Models

• Detect Changes of Behavior; Sources; Trends – quantity, quality – Risks & Opportunities

• Group Clustering - Buying Pattern; look at DNA – look-alikes• Clustering models for Products, Brands, Behavior• (based on what they buy, when.. i.e. moms vs. athletes vs. healthcare)

• Info helps target & individualize future marketing efforts– Predicting what is going to happen– i.e. likelihood of visit to store vs. web– Correlations and Causality

• Bought this – what next? • Look at ‘similar’ people, neighbors

Analytics by Segment ClusterResponsiveness by channel and message

A B C D E F

Marketing Segment

Marketing OptimizationWhat it takes to succeed

• Relevance – timely personalized messaging – to individuals and clusters of individuals– Flip Model.. Customer Centric vs Campaign Centric

• Multi-channel – input from all customer touch-points and right-channel messaging

• Prescriptive Analytics – identify important data and patterns & algorithms - and sift out the noise

• Interfaces – to/from customer touch-points web, POS, CRM, ERP, ESP, external data

• Attribution – figure out what is working, and why• Ease of Use – self-service, support, ‘less’ data

Thank YouBob Samuels – TechConnectr.com