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Predicitve analytics for marketing 05 21-2014 Shree Dandekar
 

Predicitve analytics for marketing 05 21-2014 Shree Dandekar

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Presentation on Predictive Analytics use cases for marketing. Presented at Digital Analytics Association

Presentation on Predictive Analytics use cases for marketing. Presented at Digital Analytics Association

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    Predicitve analytics for marketing 05 21-2014 Shree Dandekar Predicitve analytics for marketing 05 21-2014 Shree Dandekar Presentation Transcript

    • 1 Dell - Internal Use - Confidential Dell – Internal Use Only – Confidential Where Predictive Analytics can have a real marketing impact… Shree Dandekar Sr. Director, BI/Analytics Dell Software Group
    • 2 Dell - Internal Use - Confidential Dell – Internal Use Only – Confidential Leveraging Data & Analytics presents enormous potential for organizations of CIO’s say they plan to expand Analytics this year or next Ranking of Analytics & BI in Gartner CIO survey of top technology priorities (2013) Employment opportunity. By 2015, 4.4M IT jobs globally will be created to support big data, 1.9M IT jobs in US alone! #1 70% 1.8ZB#1 57% of mid-market companies consider business analytics critical to operations 90% of all the data in the world has been generated over the last two years
    • 3 Dell - Internal Use - Confidential Dell – Internal Use Only – Confidential The potential benefits are real and are already being experienced today! Which statement best describes the value you’ve seen from your predictive analytics efforts? We have measured positive top- and bottom-line impact We have measured top-line impact only We believe that we have become more effective, but can’t measure top-line impact We have measured a cost reduction only We believe we have become more efficient, but cannot measure impact We have gained more insight 36% 7% 18% 2% 12% 25% Based on 126 active respondents. Companies that rate themselves substantially ahead of their peers in their use of data are more likely to rate themselves as substantially ahead in financial performance, according to findings from the Economist Intelligence Unit. Information Week: State of Analytics report Dec 2013 www.cio.com/article/730457/Data_Driven_Companies_Outperform_Competitor s_Financially?page=2&taxonomyId=3002 3X
    • Initial data recording and archiving: begin data recording and very basic ad hoc analysis “Who or what are my top ten customers & products” Storing and Modeling: Consolidate data into efficient storage, integrate silo’d data, and apply data quality measures “How do I best model my business processes and manage data?” Agility and interactivity for KPIs: Run the business using standardized metrics for rapid response to business changes “How are we performing? Where do we change or expand?” Predictions based on trends: Predict future buying trends based on past behavior and financial status “What is the optimal inventory based on historical trend? Customer behavioral insights: Learn what my customers think about my company, product, service in real-time. “Would they recommend us to a friend?” “What is my organization’s Net Promoter Score?”* Predictive analytics Proactive reporting Information consolidation Casual data access and analysis Cognitive analytics Analyticsmaturity What do you want to achieve? The journey: Turning insights to business outcomes HindsightForesightInsight
    • $ Building blocks for Predictive analytics Business valueCapabilities Pivot tables and operational reporting Data modeling, database architecture, data warehouse design, data profiling Data cleansing, MDM, transformation, data mart design, data staging, change data capture Social listening & modeling, sentiment analysis, mashup modeling, pattern recognition Data governance, data quality BI & dashboards, KPI metric design Data mining, cause & effect analysis, forecast modeling, trend metrics definition Predictive analytics Proactive reporting Information consolidation Casual data access and analysis Cognitive analytics
    • 8 Dell - Internal Use - Confidential Dell – Internal Use Only – Confidential What can predictive analytics tell you? Courtesy: Gartner
    • August 2006 Blog outreach expanded beyond tech Support March 2008 Accepted Solutions launched on Community Dell France begins Online Community Outreach December 2006 Ratings and reviews launched on Dell.com July 2006 Direct2Dell launched Today Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese. February 2006 Michael Dell asks Why don’t we reach out and help bloggers with tech support issues? February 2007 IdeaStorm launched A voting based site allowing customers and others to submit ideas for Dell. June 2007 Dell joins Twitter Sells millions in the first year October 2007 Community VIP program launched Dell launches recognition program for our most active community members, with private groups and escalated access. June 2006 Dell TechCenter launched March 2010 Dell joins Sina Weibo in China 2006 2007 2008 2009 2010 2011 March 2012 Dell and Red Cross launch Digital Operations Center Dell solutions provide the Red Cross with innovative ways to help Americans impacted by disaster August 2010 Social Media & Community University (SMaC U) launched 5,000 team members trained by end of year June 2010 CAP Days launched In- person events for vocal online customers December 2010 Social Media Listening Command Center launched More than seven years of social media experience 20132012 June 2007 EmployeeStorm launched IdeaStorm for employees August 2009 Swarm Canada launches Group buying program goes live throughout Canada May 2009 Swarm launches Group buying program goes live, in Singapore Feb 2009 Social Innovation Competition Built on IdeaStorm rewarding global social innovation July 2011 Michael Dell joins Google+ Jumps to #50 in followers, holds first Dell Hangout July 2010 Michael Dell on Dell Chatter Rolls it out company-wide July 2011 Dell launches global G+ site Feb 2012 Dell joins Pinterest October 2012 Dell launches Subject Matter Expert social media program January 2013 Dell Launches Social Net Advocacy Real time social sentiment tool December 2012 Dell launches Social Media Services Group January 2011 Think Tank program launched October 2011 Dell launches phase two of VIP program Brings enhanced advocacy relationship to our most passionate community members October 2009 Dell joins Renren September 2008 Dell launches Yammer First enterprise social network October 2009 SMaC organization launched Cross-functional central organization January 2010 Social Outreach Services team formed @DellCares launched 3 months later
    • Shifts have happened everywhereParticipants Shifted Authority Shifted Conversation Shifted The Screen Shifted CMO’s are exploring new opportunities by leveraging shifts in marketing
    • Need for new solutions… • Majority of social media posts classified as neutral Poor Sentiment Accuracy • No actionable insights No Contextual Information • Pretty graphs/charts/reports but what is important? Too many metrics • How to integrate social in your business?Not easy of Use
    • Context is key for Business Insights Clarabridge tagging is by topic Sentence Topic Sentiment Intensity 1 Hard Drive (-) -2 1 Mini 9 (-) -2 2 Hard Drive Neutral 0 3 Hard Drive (+) 2 Radian6 tagging is at the Post level Sentence Topic Sentiment Intensity NA Dell Neutral NA separates into 3 distinct clauses and assigns sentiment by topic/context for each clause.Actual Social Media Example Post from Blogspot.com 1) "(More customer reviews)I purchased this drive to repair/upgrade a dead drive in a Dell Mini 9 3) The 16gb was a nice addition, and it was instantly recognized in BIOS, and booted just fine with my XP/USB install" 2) which originally came with an 8GB PCIE SSD. identifies single topic and assigns sentiment to entire post. “(More customer reviews)I purchased this drive to repair/upgrade a dead drive in a Dell Mini 9 which originally came with an 8G PCI SSD. The 16gb was a nice addition, and it was instantly recognized in BIOS, and booted just fine with my XPS/USB install” Customer quote Actual sentiment/topic assignment… 12
    • Social ROI Sentiment Gravity (degree of sentiment) Domain Influence Author Credibility Relevance What? • Dynamic • Real-time • Capture positive / negative opinion • Analyze at conversation / sentence / topic level • Analyze context and recency (comment about recent product or EOL product) • Look for language indicating place in buying cycle • Segment authors on demographics, sociographics, past transactions, “bias” and the number and “type” of stakeholders they can likely influence • Take into account where the comment originated • Recognize that a comment made on WSJ/Forbes is more significant than personal Facebook page How? Where? Who? When? Why? What if …. • Capture degree of sentiment on - 5 to 5 scale • Differentiate between “I like my Dell” and “I love my Dell.” 13
    • Deriving actionable insights through social media conversations 14 1 2 3 4 5 Listen: More than 25K Dell conversations every day Enrich: Filter, categorize and determine sentiment using best-in class NLP and Text Analytics engine Collate: Calculate metrics - which represents overall brand advocacy and the advocacy behind individual contributing facets of the product / business Deliver: Real-time tool for tracking and monitoring SNA and actionable insights for business managers Aggregate: Aggregate all conversations pertaining to Dell / industry / competitors
    • Confidential 4,328 2,477 2,042 688 1,520 3,024 36 36 32 48 30 41 0 1000 2000 3000 4000 5000 - 10 20 30 40 50 1/10 1/17 1/24 1/31 2/7 2/14 VolumeofConversations SNA XPS 13 - SNA and Conversations Volume of Conversations SNARevenue Revenue Optimizing product pricing strategy using Social Media analytics 15
    • Dell - Critical Handling - Confidential Social Media analytics to predict real-time NPS 16 0 2 4 6 8 22 24 26 28 30 Q1 Q2 Q3 NPS SNA 16
    • Confidential Using relevant chatter to quickly rectify support issues 17 0 50 100 0 2 4 6 8 10 12 14 VolumeofConversations(k) SNA SNA Wireless Battery Keyboard
    • Dell - Critical Handling - Confidential Improved Search Engine Optimization 18 Listen to Social Media Conversations Apply Listening Algorithm and Identify Buzzwords •Touch screen laptop •Tablet laptop •Duo laptop •And others… 18
    • Confidential CMOs dashboard using Social Media Analytics 19
    • 21 Dell - Internal Use - Confidential Dell – Internal Use Only – Confidential Over 30 years of Information Management software experience Tool for Oracle Application Development born in 90’s Quest Software acquires TOAD in 1998 TOAD expands support for Microsoft SQL Server, Sybase, IBM DB2, and MySQL in 2000’s In 2009, TOAD supports NoSQL, Hadoop, MongoDB, Cassandra, SimpleDB, Azure Later in 2009 Toad Data Point is launched for data analysts 2010 Dell Acquires Boomi 2011 Toad Decision Point is launched for business users 2012 Toad Intelligence Central launched for collaboration 2012 Dell acquires Quest Software & Kitenga Big Data Analytics 2013 Toad BI Suite 2.0 Boomi Created in 2000 2013 Boomi MDM launched Social Network Analytics Plaftorm Quest creates SharePlex in 1999 Quest creates Spotlight in 2000 2012 Dell launches Quickstart Data Warehouse to solve needs of SMB 2014 Dell Acquires StatSoft Dell & StatSoft founded in 1984
    • 22 Dell - Internal Use - Confidential Dell – Internal Use Only – Confidential New demands require new data management models and integrated end-to-end solutions Store Secure Manage Integrate Analyze The right data in the right place at the right time at the right cost… To make the right decisions! - Dell Information Ecosystem - Protect Information Management
    • 23 Dell - Internal Use - Confidential Dell – Internal Use Only – Confidential In Closing… • Start with a sound Data management foundation • You can change your business future by using forecasts that are predictive • The value of predictions is in the action taken; Mix forecasts with context • Social ROI is not a myth!
    • 24 Dell - Internal Use - Confidential Dell – Internal Use Only – Confidential BACKUP
    • 25 Dell - Internal Use - Confidential Dell – Internal Use Only – Confidential Social Media maturity cycle Data recording and Listening 1 Ad-hoc approach Optimized approach Sentiment Analysis 2 Engagement 3 Customer Care 4 Social ROI 5 Social CRM 6 • Customer sentiment by topics/ Social Properties • Influencers Vs. Detractor identification • Marketing automation • Lead generation • Content curation • Social Selling • Promotions • Early warning system • Campaign effectiveness • Customer feedback metrics • Competitive intelligence • Product ideation • Brand reputation measurement • Creating brand presence • Building communities • Social KPI’s • Social Dashboards • Social content creation • Engaging stakeholders (internal/ external) • Aggregating Social data • Data filtering • Trend monitoring • Share of voice • Segmenting data by Social properties • Reporting • Geo location • Customer interaction • Social Outreach • Product Design • Proactive customer care content creation