Bridging the Gap Between Technology and Research PMRS-Ottawa Breakfast October 9, 2002 Nancy Morrison, SPSS MR
Taking research to a new dimension <ul><li>Evolution of Market Research </li></ul><ul><li>Dimensions Technology Platform <...
Evolution of Market Research <ul><li>The Dark Ages: Pre 1960 </li></ul><ul><li>The Revolution Begins… </li></ul><ul><li>19...
Evolution of Marketing
Market Intelligence Today <ul><li>More and More Market Surveys </li></ul><ul><li>Untapped Corporate Data Bases </li></ul><...
Stress! Pressure!
State of the Industry <ul><li>Targeted marketing </li></ul><ul><li>International-multiple language & multiple mode- projec...
An “operating system” for end-to-end Marketing Support Systems <ul><li>Tools  for implementation of… </li></ul><ul><ul><li...
Dimensions & the SPSS MR Data Model Don’t be constrained by your software!
The vision of Dimensions <ul><li>But first,  “Why?” </li></ul><ul><ul><li>Synthesis of collected product suites </li></ul>...
Dimensions application objectives <ul><li>Easy to use </li></ul><ul><li>Feature rich & high quality </li></ul><ul><li>Cust...
Dimensions ideology <ul><li>Open </li></ul><ul><ul><li>Standard and Extensible (SDK) </li></ul></ul><ul><li>Scalable </li>...
The next dimension is here… <ul><li>Interview in multiple modes </li></ul><ul><li>Free up your workflow </li></ul><ul><li>...
Integrated, multimodal & end-to-end <ul><li>Data is at the heart of both research operation and meaningful business decisi...
SPSS MR Online  –  ASP & online research services
Free up your work flow! <ul><li>Modular & customizable system eliminates  dictatorial step-by-step process flow </li></ul>...
Open wide…! <ul><li>Work with SPSS, competitor, proprietary and any other data formats </li></ul><ul><li>Advance research ...
Technical strategy <ul><li>Win32 operating system </li></ul><ul><ul><li>NT, Win95/Win98, Win 2000, XP, CE </li></ul></ul><...
The products Design Collection Analysis Publishing mrAuthor WordParser SPSS AnswerTree Clementine Etc… SmartViewer WebApp ...
Example: mrInterview goes multimodal XML Data Interview engine Web WAP Infopliance Open Interface Questionnaire Authoring ...
SPSS MR Data Model The Center of Dimensions
The SPSS MR Data Model is  not … <ul><li>A data structure  (i.e. ASCII, Binary, Database) </li></ul><ul><li>A data warehou...
The SPSS MR Data Model  is … <ul><li>A  data access methodology , providing access to: </li></ul><ul><ul><li>Metadata </li...
The SPSS MR Data Model  is … <ul><li>Set of data and metadata API’s that enable  </li></ul><ul><li>Survey authoring </li><...
Moving to another level <ul><li>Complete integration of disparate data sources </li></ul><ul><li>Open platform for central...
Open platform for common access MR data MR Application MR Application MR Application MR Application SPSS MR Data Model
Components SPSS MR Data Model MR Applications MR Data Customized Software
MR Data Interface Case Data COM (OLE DB) SQL Metadata COM XML Quantum Quanvert Survey- craft ODBC In2data SPSS (.sav) Othe...
Robust  component architecture <ul><li>Encapsulation of functionality into modules allows for rigorous testing </li></ul><...
Extensible  component architecture <ul><li>Reduces complexity of application programs,  making them easier to adapt  </li>...
Compatible  component architecture <ul><li>Improves compatibility between software systems, making it easier to combine an...
Web Portals Sharing Insights
Portals: insight, access Information gathering Knowledge activation Decisions,   strategy,    innovation Corporate knowledge
Portal platforms <ul><li>Structured environment for sharing information: </li></ul><ul><ul><li>Across multiple platforms, ...
Marketing information portals <ul><li>Marketing context dashboards  </li></ul><ul><li>Integration of multiple data sources...
Decision  support / EIS Management  summary  reporting Portal Toolkit Smartviewer WebApp mrTables/ WebTables mrOLAP? Third...
Data Mining and Predictive Analytics Using the present to understand the future
Why Data Mining? <ul><li>Surveys collect market data </li></ul><ul><li>Transaction systems store the data </li></ul><ul><l...
Tabulations vs. Data Mining <ul><li>Tabulations </li></ul><ul><li>What was the response rate to our mailing? </li></ul><ul...
Applications of Data Mining & Market Research Data Mining Market Research Customer Profiling Customer Value Customer Loyal...
Be a part of the revolution <ul><li>Constantly evolving </li></ul><ul><li>Made  for  researchers,  by  researchers </li></...
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  • Before we get into the technologies, let’s take a look at what’s been happening in terms of consumer insight: Advanced analytical applications have been developed and utilized for survey research Many marketers are honing in on specific targets; niche marketing Enterprise-wide integration International projects have become the norm The delivery of research and marketing facts within an interactive portal environment gives end-users of research the tools and information they need from one source – such as for Syndicated Studies, etc.
  • We have developed dimensions tools to: Be easy to use - Consistent, integrated, modern GUIs; Production (batch) Offer a depth of features [Web enabled] &amp; high quality Customisable Migration of installed base &amp; Integration with other software Promote multinational application
  • We have adpated technologies to support multimode data collection – eg. Telephone &amp; Web; Paper &amp; Web… The open architecture means you are no longer constrained by software and can adjust your workflow to YOUR needs instead of the needs of the software system. Work with any data, using even competitor software – just need a DSC, which you can write your own or select from our ever-growing resource All our software is customizable – either by us or you can do it yourselves using the free DDL, a community of shared code, tips and tricks &amp; 6. Customization lets you stand out amongst your competitors, and the open nature of the system lets you bring in other enterprise data that gets you one step closer to your clients’ businesses
  • This model is the product of several man-years of effort, and takes into account the specialized aspects of survey research data, facilitating the functionality that will be required of next-generation MR systems. We believe that SPSSmr is in a unique position to undertake this venture, because of our resources and our breadth of products and experience in the domain. While third-party tools exist to make COM objects accessible from other environments, we have yet to identify a product we can recommend
  • Full, real-time integration of projects that incorporate competitive software Reliable and cost-effective solution for large global projects that incorporate different software tools, centered by a common data model Specifically, analytic packages can be more tightly linked
  • Open software environment
  • MR Data Model = Data access
  • source code and application logic is separated into distinct components or modules, each of which has a consistent, documented interface which programs write to. Reusable : SPSS MR maintains a library of components for use in software development. This approach is very consistent with our building-block approach to providing functionality.
  • Extensible: The use of modules encapsulates two principles essential for improving extendibility Design Simplicity and Decentralization Decentralization : the more autonomous the modules in a software architecture, the higher the likelihood that a simple change will affect just one module, or a small number of modules, rather than trigger off a chain reaction of changes over the whole system.
  • Compatibility: Using common software components improves…(read)…in this case, integration with Microsoft functionality, including Office and ASP, is made very easy.
  • Structured environment for sharing applications &amp; information… Across multiple platforms, applications and data sources Among widely dispersed – and diverse – people and groups Across company boundaries
  • Some examples of marketing context dashboards are details for: Custom &amp; syndicated MR Internal sales, ad spend &amp; other data Alerts, communications, collaboration Management of outside content (e.g. news)
  • SPSS Portal Solutions for Marketing
  • The fields of data mining and market research are both addressing primarily the same questions, yet with differing techniques…
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    1. 1. Bridging the Gap Between Technology and Research PMRS-Ottawa Breakfast October 9, 2002 Nancy Morrison, SPSS MR
    2. 2. Taking research to a new dimension <ul><li>Evolution of Market Research </li></ul><ul><li>Dimensions Technology Platform </li></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><li>Application & technology infrastructure </li></ul></ul><ul><li>SPSS MR Data Model </li></ul><ul><li>Web Portals </li></ul><ul><li>Data Mining and Predictive Analytics </li></ul>
    3. 3. Evolution of Market Research <ul><li>The Dark Ages: Pre 1960 </li></ul><ul><li>The Revolution Begins… </li></ul><ul><li>1970’s </li></ul><ul><li>1980’s </li></ul><ul><li>1990’s </li></ul><ul><li>“ Test the Air” </li></ul><ul><li>Focus Groups, Telephone Surveys </li></ul><ul><li>CATI Systems </li></ul><ul><li>Mass Marketing </li></ul><ul><li>Web Surveys </li></ul>Paper & pencil counts Batch tabulations PC’s & Charts Data Warehouses OLAP, Stats get easier!
    4. 4. Evolution of Marketing
    5. 5. Market Intelligence Today <ul><li>More and More Market Surveys </li></ul><ul><li>Untapped Corporate Data Bases </li></ul><ul><li>Industrial and Market Globalization </li></ul><ul><li>Internet Driven Data </li></ul><ul><li>Increased pressure for profitability and ROI </li></ul>
    6. 6. Stress! Pressure!
    7. 7. State of the Industry <ul><li>Targeted marketing </li></ul><ul><li>International-multiple language & multiple mode- projects </li></ul><ul><li>Advanced analytics </li></ul><ul><li>Marketing Information Portals </li></ul><ul><li>High-end, integrated data systems </li></ul>
    8. 8. An “operating system” for end-to-end Marketing Support Systems <ul><li>Tools for implementation of… </li></ul><ul><ul><li>Next-generation, multi-mode data collection </li></ul></ul><ul><ul><li>Sampling & customer information management </li></ul></ul><ul><ul><li>Data management, processing and delivery </li></ul></ul><ul><ul><li>Business Intelligence applications </li></ul></ul><ul><li>Seamless integration across component applications </li></ul>
    9. 9. Dimensions & the SPSS MR Data Model Don’t be constrained by your software!
    10. 10. The vision of Dimensions <ul><li>But first, “Why?” </li></ul><ul><ul><li>Synthesis of collected product suites </li></ul></ul><ul><ul><li>Stop pushing the boulders up the hill </li></ul></ul><ul><ul><li>Platform, not just applications </li></ul></ul><ul><ul><li>Innovate or step aside </li></ul></ul>
    11. 11. Dimensions application objectives <ul><li>Easy to use </li></ul><ul><li>Feature rich & high quality </li></ul><ul><li>Customisable & extendable </li></ul><ul><li>Integrate with other data formats / software applications </li></ul><ul><li>Multilingual </li></ul>
    12. 12. Dimensions ideology <ul><li>Open </li></ul><ul><ul><li>Standard and Extensible (SDK) </li></ul></ul><ul><li>Scalable </li></ul><ul><li>Integrated </li></ul><ul><li>Global </li></ul>
    13. 13. The next dimension is here… <ul><li>Interview in multiple modes </li></ul><ul><li>Free up your workflow </li></ul><ul><li>Work with data in any language </li></ul><ul><li>Create custom applications or interfaces </li></ul><ul><li>Differentiate yourselves from the competition </li></ul><ul><li>Maximize the value of research throughout the enterprise </li></ul>
    14. 14. Integrated, multimodal & end-to-end <ul><li>Data is at the heart of both research operation and meaningful business decisions </li></ul><ul><li>Every aspect of the research process is covered </li></ul><ul><li>Execute surveys in multiple modes with central data capture and analysis </li></ul>
    15. 15. SPSS MR Online – ASP & online research services
    16. 16. Free up your work flow! <ul><li>Modular & customizable system eliminates dictatorial step-by-step process flow </li></ul><ul><li>Feed & access central data source simultaneously </li></ul><ul><li>No constraints, no limitations </li></ul>
    17. 17. Open wide…! <ul><li>Work with SPSS, competitor, proprietary and any other data formats </li></ul><ul><li>Advance research data throughout the enterprise </li></ul><ul><li>Extend the software to your specific needs </li></ul>
    18. 18. Technical strategy <ul><li>Win32 operating system </li></ul><ul><ul><li>NT, Win95/Win98, Win 2000, XP, CE </li></ul></ul><ul><li>MS COM components, .NET </li></ul><ul><ul><li>C omponent O bject M odel </li></ul></ul><ul><li>Browser-enabled applications </li></ul><ul><ul><li>Where applicable </li></ul></ul>
    19. 19. The products Design Collection Analysis Publishing mrAuthor WordParser SPSS AnswerTree Clementine Etc… SmartViewer WebApp OLAP Project Management mrDatamgr mrTranslate mrTables <ul><li>mrInterview </li></ul><ul><li>Web </li></ul><ul><li>CATI </li></ul><ul><li>CAPI </li></ul><ul><li>etc. </li></ul>mrPaper mrScan Verbastat
    20. 20. Example: mrInterview goes multimodal XML Data Interview engine Web WAP Infopliance Open Interface Questionnaire Authoring Scripting
    21. 21. SPSS MR Data Model The Center of Dimensions
    22. 22. The SPSS MR Data Model is not … <ul><li>A data structure (i.e. ASCII, Binary, Database) </li></ul><ul><li>A data warehouse </li></ul><ul><li>A standard format </li></ul><ul><ul><li>“Once you get it into the Data Model format…” </li></ul></ul><ul><li>The Data Model is much more powerful! </li></ul>
    23. 23. The SPSS MR Data Model is … <ul><li>A data access methodology , providing access to: </li></ul><ul><ul><li>Metadata </li></ul></ul><ul><ul><li>Casedata </li></ul></ul><ul><li>An application integration layer </li></ul><ul><ul><li>Allows different applications to communicate using the same framework </li></ul></ul><ul><li>Extensible / Customizable </li></ul>
    24. 24. The SPSS MR Data Model is … <ul><li>Set of data and metadata API’s that enable </li></ul><ul><li>Survey authoring </li></ul><ul><li>Multimode data collection </li></ul><ul><li>Tabulation & predictive analytics </li></ul><ul><li>Publishing of results </li></ul><ul><li>Open import/export options </li></ul><ul><li>Freedom of workflow </li></ul><ul><li>… in a market research environment </li></ul>
    25. 25. Moving to another level <ul><li>Complete integration of disparate data sources </li></ul><ul><li>Open platform for centralized management of applications and global projects </li></ul><ul><li>Fully integrated component applications </li></ul>
    26. 26. Open platform for common access MR data MR Application MR Application MR Application MR Application SPSS MR Data Model
    27. 27. Components SPSS MR Data Model MR Applications MR Data Customized Software
    28. 28. MR Data Interface Case Data COM (OLE DB) SQL Metadata COM XML Quantum Quanvert Survey- craft ODBC In2data SPSS (.sav) Others Read-only
    29. 29. Robust component architecture <ul><li>Encapsulation of functionality into modules allows for rigorous testing </li></ul><ul><li>Implementation details are visible only within the module, and can be safely changed </li></ul>
    30. 30. Extensible component architecture <ul><li>Reduces complexity of application programs, making them easier to adapt </li></ul><ul><li>Autonomous (decentralized) modules increase the likelihood that a simple change will affect just one module or logical subsystem </li></ul>
    31. 31. Compatible component architecture <ul><li>Improves compatibility between software systems, making it easier to combine and integrate systems </li></ul><ul><li>Applications are more portable </li></ul>
    32. 32. Web Portals Sharing Insights
    33. 33. Portals: insight, access Information gathering Knowledge activation Decisions, strategy, innovation Corporate knowledge
    34. 34. Portal platforms <ul><li>Structured environment for sharing information: </li></ul><ul><ul><li>Across multiple platforms, applications and data sources </li></ul></ul><ul><ul><li>Among widely dispersed – and diverse – people and groups </li></ul></ul><ul><ul><li>Across company boundaries </li></ul></ul>
    35. 35. Marketing information portals <ul><li>Marketing context dashboards </li></ul><ul><li>Integration of multiple data sources </li></ul><ul><li>Interactive OLAP, analytics, graphics </li></ul><ul><li>Business planning environments </li></ul><ul><li>Analytical & planning templates, “cookbooks,” training applications </li></ul>
    36. 36. Decision support / EIS Management summary reporting Portal Toolkit Smartviewer WebApp mrTables/ WebTables mrOLAP? Third-party Tools Adapt CRM Customer loyalty programs Marketing information portals Data mining & predictive modeling Plugins to CRM systems Syndicated MR services Forecasting mrStream
    37. 37. Data Mining and Predictive Analytics Using the present to understand the future
    38. 38. Why Data Mining? <ul><li>Surveys collect market data </li></ul><ul><li>Transaction systems store the data </li></ul><ul><li>Tabulations and OLAP reports the data </li></ul><ul><li>Data mining enables people to change what they do based on the data </li></ul><ul><li>Make better business decisions </li></ul>
    39. 39. Tabulations vs. Data Mining <ul><li>Tabulations </li></ul><ul><li>What was the response rate to our mailing? </li></ul><ul><li>Which customers didn’t renew their policies last month? </li></ul><ul><li>Who were my 10 best customers last month? </li></ul><ul><li>Data mining </li></ul><ul><li>What is the profile of people likely to respond to future mailing? </li></ul><ul><li>Which customers are likely to switch to the competition in the next six months. </li></ul><ul><li>Which 10 customers offer me the greatest profit potential? </li></ul>
    40. 40. Applications of Data Mining & Market Research 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
    41. 41. Be a part of the revolution <ul><li>Constantly evolving </li></ul><ul><li>Made for researchers, by researchers </li></ul><ul><li>Revolutionary platform that puts you in the corporate playing field </li></ul><ul><li>An eye on the future </li></ul>Take control! Let Research Lead Technology!
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