Big Data for the CMO

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Big Data for the CMO

  1. 1. ADVANCED ANALYTICS FOR BIG DATA Bruno Aziza, CMO bruno@alpinenow.com AlpineNow.com
  2. 2. THE MARKETING OPPORTUNITY WHAT SUCCESS LOOKS LIKE HOW ALPINE CAN HELP AlpineNow.com
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  4. 4. I KNOW HALF THE MONEY I SPEND IS WASTED, TROUBLE IS…. I DON’T KNOW WHICH HALF! John Wanamaker AlpineNow.com
  5. 5. The Good News  Marketing = Revenue Generation  CMO spend more then CIOs by 2017  Marketers changing (Lean, Growth Hacking) 5 AlpineNow.com
  6. 6. More Good News  Revenue Generation  Best-In-Class contribute to 82% of revenue  (Laggards 25%)  Customer Retention  Best-In-Class rate is 86% of revenue  (Laggards 68%) AlpineNow.com
  7. 7. Did Big Data Kill the Radio Star?  Big Data is Hard, Long and Expensive  Big Data requires Data Scientists  Big Data requires I.T., Hardware and Code AlpineNow.com AlpineNow.com
  8. 8. Data = Value One the World’s Fastest Growing Media Agency $2B in 2013, 126 Markets From 5 Channels to 10 in less than 10 Years (Google in 1998, Facebook in 2004, Twitter in 2006) AlpineNow.com 8 AlpineNow.com
  9. 9. Marketing = Science Havas was a “No Sampling Analytics” Pioneer Did “Big Data” before it was called “Big Data” Data @ the center of “Meaningful Connections” AlpineNow.com AlpineNow.com
  10. 10. Code Free and Agile 1000’s of lines of code replaced by 2 visual workflows “A process that used to take months can now be done in just a few hours” AlpineNow.com
  11. 11. Who Else Uses Alpine? CHURN PREDICTION OPTIMIZATION AND ATTRIBUTION SIMULATION AND RECOMMENDATION and many more AlpineNow.com
  12. 12. A New Approach  Code Free  Collaborative  Lightweight, Big Impact AlpineNow.com
  13. 13. Code Free  Cutting-Edge Algorithms  Ridiculously Simple UI  Hassle-Free Hadoop AlpineNow.com
  14. 14. Collaborative  Data, People, Insights in One Place  Agile, Iterative and Team-Based  Secure and Transparent AlpineNow.com
  15. 15. Lightweight, Big Impact  End-to-End Analytics Processing  In-Cluster™: No Data Movement  Zero Footprint, Friction-Free Iterations AlpineNow.com
  16. 16. You Can Do It Too WWW.ALPINENOW.COM AlpineNow.com AlpineNow.com
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  93. 93. THANK YOU! www.alpinenow.com AlpineNow.com AlpineNow.com
  94. 94. How Advanced Analytics Used to Work    Collection involved multiple people, many steps and could take weeks or months. Development was built on data extracts using scripts or code. Iteration was expensive, offered little feedback or opportunity for collaboration. Manual Process No Self-Service PULL CLEANSE & MODEL Spreadsheet-Centric EVALUATE DEPLOY Not Re-usable Time to Insight: Measured in WEEKS & MONTHS ©2013 Alpine Data Labs | www.alpinenow.com AlpineNow.com
  95. 95. How Advanced Analytics Used to Work    Collection involved multiple people, many steps and could take weeks or months. Development was built on data extracts using scripts or code. Iteration was expensive, offered little feedback or opportunity for collaboration. Manual Process No Self-Service PULL CLEANSE & MODEL Spreadsheet-Centric EVALUATE DEPLOY Not Re-usable Time to Insight: Measured in WEEKS & MONTHS ©2013 Alpine Data Labs | www.alpinenow.com AlpineNow.com
  96. 96. How it Works with Alpine    MANAGE EXPLORE Collection is done by the Data Analyst. Development is built on the entire dataset in a visual manner. Iteration is inexpensive, provides feedback, supported by a collaborative platform. COLLABORATE ANALYZE Automated Process Self-Serve and Visual Team-Based and Flexible BUILD Repeatable Time to Insight: Measured in HOURS & DAYS ©2013 Alpine Data Labs | www.alpinenow.com AlpineNow.com
  97. 97. How it Works with Alpine    MANAGE EXPLORE Collection is done by the Data Analyst. Development is built on the entire dataset in a visual manner. Iteration is inexpensive, provides feedback, supported by a collaborative platform. COLLABORATE ANALYZE Automated Process Self-Serve and Visual Team-Based and Flexible BUILD Repeatable Time to Insight: Measured in HOURS & DAYS ©2013 Alpine Data Labs | www.alpinenow.com AlpineNow.com
  98. 98. Explore  Automated Process  Self-Serve and Visual  Discover Initiatives  Browse Content and Data  Find Experts, Assemble Teams  Create Sandbox, Add Data Services  Manage Projects, Models and Initiatives  Create a shared, searchable repository of all your analytics: data, code, models and insights Get to Business in 1/10th of the Time ©2013 Alpine Data Labs | www.alpinenow.com AlpineNow.com
  99. 99. Explore  Automated Process  Self-Serve and Visual  Discover Initiatives  Browse Content and Data  Find Experts, Assemble Teams  Create Sandbox, Add Data Services  Manage Projects, Models and Initiatives  Create a shared, searchable repository of all your analytics: data, code, models and insights Get to Business in 1/10th of the time ©2013 Alpine Data Labs | www.alpinenow.com AlpineNow.com
  100. 100. Build and Analyze  Work with Comprehensive Visualization & Chart Types  Apply Data Integration and Transformation Code-Free     Run Instructions to Hadoop without learning MapReduce Automate and Schedule Procedures, Write-back without Scripts Test and Model in minutes using full Statistical Package including Time-Series Analysis, Classification, Regression, Decision Trees and more Scale to Billions of rows and terabyte-sized datasets effortlessly Reduce the Cost of iteration by 100 Times ©2013 Alpine Data Labs | www.alpinenow.com AlpineNow.com
  101. 101. Build and Analyze  Work with Comprehensive Visualization & Chart Types  Apply Data Integration and Transformation Code-Free     Run Instructions to Hadoop without learning MapReduce Automate and Schedule Procedures, Write-back without Scripts Test and Model in minutes using full Statistical Package including Time-Series Analysis, Classification, Regression, Decision Trees and more Scale to Billions of rows and terabyte-sized datasets effortlessly Reduce the Cost of iteration by 100 times ©2013 Alpine Data Labs | www.alpinenow.com AlpineNow.com
  102. 102. Manage and Collaborate  Share Models, Libraries and Custom Flows  Re-use Objects, Workflows and Projects  Govern Flows, Processes and Procedures  Track changes, results and comment.  Marketing Collaborate on Projects in Multi-User Mode  Operations Secure and Manage Access Sales Engineers Data scientists Management 100X Impact W/O Compromising Security & longevity of the Solution ©2013 Alpine Data Labs | www.alpinenow.com AlpineNow.com
  103. 103. Manage and Collaborate  Share Models, Libraries and Custom Flows  Re-use Objects, Workflows and Projects  Govern Flows, Processes and Procedures  Track changes, results and comment.  Marketing Collaborate on Projects in Multi-User Mode  Operations Secure and Manage Access Sales Engineers Data scientists Management 100X Impact W/O Compromising Security & Longevity of the Solution ©2013 Alpine Data Labs | www.alpinenow.com AlpineNow.com

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