Exploiting Big Data Analytics for
Customer Engagement
Leslie Ament, SVP & Principle Analyst
Hypatia Research Group
CRM Evo...
Big Data Analytics
 Customer & Market Intelligence Research & Advisory Services
 Research Overview & Methodology: MARKET...
Hypatia Research Group Covers
Enabling Technologies, Processes &
Services For End-Users
•Text Analytics
•Data Mining
•Oper...
Research Methodology
MARKET Analysis
 Market Pressures and Challenges
 Actions and Responses
 Knowledge and Capabilitie...
BDA DEFINED
Please see our usage policy at:
http://hypatiaresearch.com/productspricing/usagepolicies.html
©2013 Hypatia Re...
Company Size & Sectors
6
35.5%
23.8%
40.6%
$4.5B to
$10B
$10.1B to
$20B
More than
$20B
Roles & Functions
7
BDA Decisions are largely
operational with down
streams benefits realized:
Strategic 23%
Operational 5...
Big Data Analytics Maturity by
Timeframe: 2012
8
11.2%
15.1%
13.2%
11.7%
11.2%
10.0%
27.6%
We do not currently utilize any...
Why Companies Invest in BDA:
All About Customers & Revenues
9
20.0%
31.3%
32.3%
27.7%
38.8%
41.5%
38.5%
21.2%
44.6%
38.1%
...
How Will BDA Be Used to
Improve Business Processes?
10
Hint: It’s All About Customers and Revenues
1.6%
17.5%
41.9%
45.9%
...
Customer Recognition Across
Multiple Channels: Importance
11
10.4%
47.2%
42.4%
Not Critical or
Important
Important & Usefu...
Customer Recognition Across Multiple
Channels: Customer Management
Proactively uncover
potential issues, make
appropriate ...
Usage Timeframe ≠ ROI
Usage Maturity = ROI
13
Recommendations
 Top performers are more likely to have a clear set of business objectives—Which style
of Customer Care b...
15
Q & A
Leslie Ament, SVP Research &
Principal Analyst
Hypatia Research Group
M: 617-230-0067
O: 781-862-5106
lar@hypatia...
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Big Data Analytics for Customer Engagement

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The best of CRM Evolution 2013 and Customer Service Experience conferences!

Two of the most popular industry analyst presentations are included:

"How Big Data Analysis Fuels Customer Management Excellence"

"Integrating Social Media Into Multichannel Customer Service"

Over 850 Fortune 500 businesses (revenues greater than $4.5B) across 10+ industries were analyzed for this extensive research initiative.

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Big Data Analytics for Customer Engagement

  1. 1. Exploiting Big Data Analytics for Customer Engagement Leslie Ament, SVP & Principle Analyst Hypatia Research Group CRM Evolution 2013 Customer Service Experience 2013
  2. 2. Big Data Analytics  Customer & Market Intelligence Research & Advisory Services  Research Overview & Methodology: MARKET  Survey Respondent Profiles:  Over 850 business panelists took the survey  436 fit the criteria selected for respondents.  BDA Defined  Current Operating Environment  Plans, Performance Metrics & ROI  About Hypatia & Contact Info 2
  3. 3. Hypatia Research Group Covers Enabling Technologies, Processes & Services For End-Users •Text Analytics •Data Mining •Operational & Predictive Analytics •Social Intelligence •Management Consulting •Market Intelligence •Best Practices •KPI’s & Performance Metrics •CRM / SCRM •Marketing Automation •Web Analytics •Social Community •Data Integration •Data Quality •GRC & Security •Identity Management Information Management Customer Interaction Management Business Intelligence/ Analytics Consumer Insight / Market Intelligence 3 Hypatia Research Group was founded in 2001 ©2001 Hypatia Research Group, LLC
  4. 4. Research Methodology MARKET Analysis  Market Pressures and Challenges  Actions and Responses  Knowledge and Capabilities  Enabling Technologies ©2013 Hypatia Research Group, LLC
  5. 5. BDA DEFINED Please see our usage policy at: http://hypatiaresearch.com/productspricing/usagepolicies.html ©2013 Hypatia Research Group. All Rights Reserved. 5 Hypatia Research Group considers Big Data Analytics technologies capable of efficiently performing descriptive, diagnostic, predictive or prescriptive analysis on large quantities of information (ranging from dozens of terabytes to many petabytes) of data and unstructured content.
  6. 6. Company Size & Sectors 6 35.5% 23.8% 40.6% $4.5B to $10B $10.1B to $20B More than $20B
  7. 7. Roles & Functions 7 BDA Decisions are largely operational with down streams benefits realized: Strategic 23% Operational 58.55 Execution/Tactical 18.5%
  8. 8. Big Data Analytics Maturity by Timeframe: 2012 8 11.2% 15.1% 13.2% 11.7% 11.2% 10.0% 27.6% We do not currently utilize any type of large scale analysis of our business information and have no plans to do so in… We have just started and plan to expand our usage More than 6 months, but less than 1 year 1 to 2 years More than 2 years, but less than 3 years More than 3, but less than 5 years More than 5 years Nearly 50% (48.8%) of Fortune 500 have >2 years experience with Big Data Analytics! ©2013 Hypatia Research Group. All Rights Reserved.
  9. 9. Why Companies Invest in BDA: All About Customers & Revenues 9 20.0% 31.3% 32.3% 27.7% 38.8% 41.5% 38.5% 21.2% 44.6% 38.1% 21.9% 28.4% 31.1% 31.8% 33.3% 34.5% 39.3% 44.6% 48.6% 50.3% OTHER: Write in Better management of our enterprise risk and liabilities Early warning and/or reduction in terrorist or cyber attacks Proactively uncover potential issues, make appropriate course corrections, and resolve complaints before they escalate Competitive or Market Intelligence tracking Reduce cost via more accurate, real-time decision support Refining our corporate strategy and decision making processes via data-driven insights Big Data Analysis for product innovation, Ideation and design enhancement initiatives Increase top-line growth via more accurate, real-time decision support Increase sales & marketing effectiveness High Priority for Marketer High Priority for IT
  10. 10. How Will BDA Be Used to Improve Business Processes? 10 Hint: It’s All About Customers and Revenues 1.6% 17.5% 41.9% 45.9% 47.2% 50.4% 54.1% Other: Please describe Use social intelligence to improve or operationalize best practice work-flows for social interactions Help improve effectiveness of product launch and campaign plans Support segmentation of customers or prospects in order to respond and/or to take next best action Identify high-risk events or topics for immediate course correction and/or response Help identify high value customers for most appropriate rules-based responses Help improve customer service and support processes ©2013 Hypatia Research Group. All Rights Reserved.
  11. 11. Customer Recognition Across Multiple Channels: Importance 11 10.4% 47.2% 42.4% Not Critical or Important Important & Useful Critical for our business 89.6% cited importance of customer recognition no matter the channel of interaction!
  12. 12. Customer Recognition Across Multiple Channels: Customer Management Proactively uncover potential issues, make appropriate course corrections, and resolve customer complaints before they escalate Not Critical or Important Important & Useful Critical for our business Not Essential for Investment 0.00% 50.00% 50.00% Important 0.00% 83.30% 16.70% High Priority for Investment 0.00% 20.00% 80.00% 12 ©2013 Hypatia Research Group. All Rights Reserved.
  13. 13. Usage Timeframe ≠ ROI Usage Maturity = ROI 13
  14. 14. Recommendations  Top performers are more likely to have a clear set of business objectives—Which style of Customer Care best aligns with your organization’s goals for customer engagement?  Measurable KPI’s aligned with corporate goals—these can be strategic, operational or tactical metrics that are tangible rather than “soft” metrics.  Organizational structure with accountabilities defined that map to business objectives  In addition to “transactional” data, set up processes to convert contextual (social) information to actionable insight that can be acted upon. Sentiment analysis provides guidance or trending, but textual analytics enables discovery correlation. Leaders don’t just monitor social conversations, they proactively act upon and engage with customers.  Mapping of business workflows—with automated or semi-automated rules or decision management capabilities to provide consistency in customer service & engagement initiatives. 14 ©2013 Hypatia Research Group, LLC
  15. 15. 15 Q & A Leslie Ament, SVP Research & Principal Analyst Hypatia Research Group M: 617-230-0067 O: 781-862-5106 lar@hypatiaresearch.com www.HypatiaResearch.com http://Store.HypatiaResearch.com Thank You

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