We discuss how Predictive Analytics enables decision makers to predict future events and proactively act on that insight to drive better business outcomes and deliver the insight needed to answer key business questions: - How to reduce churn and retain the most loyal customers to maximize profitability (predict which customers are most likely to leave and which are most loyal) - How to detect and ultimately prevent fraudulent activity - Which factors are most likely to drive customers to choose my product over the competitor’s? - How to integrate Predictive Analytics with an existing Business Intelligence platform Presenter Tom Lennon is Director of Perficient's National Business Intelligence Competency Center.

1. Predictive Analytics :
Next Wave in Business Intelligence
Replay Available at Perficient.com/Webinars

2. About Perficient
Perficient is a leading information technology consulting firm serving
clients throughout North America.
We help clients implement business-driven technology solutions that
integrate business processes, improve worker productivity, increase
customer loyalty and create a more agile enterprise to better respond
to new business opportunities.

3. PRFT Profile
 Founded in 1997
 Public, NASDAQ: PRFT
 2009 Revenue of $188 million
 16 major market locations throughout North America
— Chicago, Cincinnati, Cleveland, Columbus, Dallas, Denver,
Detroit, Fairfax, Houston, Indianapolis, Minneapolis, New
Orleans, Philadelphia, San Jose, St. Louis and Toronto
 1,300+ colleagues
 Dedicated solution practices
 ~450 enterprise clients (2009) and 85% repeat business
rate
 Alliance partnerships with major technology vendors
 Multiple vendor/industry technology and growth awards

4. Our Solutions Expertise & Services
Business-Driven Solutions Perficient Services
• Enterprise Portals  End-to-End Solution Delivery
• SOA and Business Process  IT Strategic Consulting
Management  IT Architecture Planning
• Business Intelligence  Business Process & Workflow
• User-Centered Custom Applications Consulting
• CRM Solutions  Usability and UI Consulting
• Enterprise Performance Management  Custom Application Development
• Customer Self-Service  Offshore Development
• eCommerce & Product Information  Package Selection, Implementation
Management and Integration
• Enterprise Content Management  Architecture & Application Migrations
• Industry-Specific Solutions  Education
• Mobile Technology
• Security Assessments
Perficient brings deep solutions expertise and offers
a complete set of flexible services to help clients
implement business-driven IT solutions 4

5. Our Speaker
Mohit Sauhta
• Sr. Technical Architect, Information Management and
Business Analytics practice
• More than 10 years of experience in delivering
Information management, Business Intelligence
solutions.
• Proven enterprise architect in building Large Enterprise
applications such as Investment Performance Reporting
and Enterprise Performance Management.
• Exploring next generation technological solutions, such
as Predictive Analytics.
• Pursuing MBA with emphasis in Analytical Finance at the
Booth School of Business.
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6. Agenda
• Motivation
• Demand for Predictive Analytics
• Surveys and Findings
• Design
• Overview of Predictive Analytics
• Components of Predictive Analytics
• Implementation
• Perficient Offerings
• Footprint with existing BI Infrastructure
• Success Stories
• Q&A
6

7. An Information Explosion … and Faster Decisions Required
Volume of Digital Data
 57% CAGR for enterprise data through 2010
 Machine generated data : Sensors, RFID, GPS..
Variety of Information
 80% of new data growth is unstructured content
 Emails, images, audio, video..
Velocity of Decision Making
 Rapidly changing business climate
 Need to get ahead of the curve : predict issues
and fix them
Business Imperative:
Accelerate innovation, business optimization,
and sustained competitive differentiation
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8. Challenges facing Decision Makers Today
1 in 3
business leaders frequently make critical
decisions without the information they need
1 in 2
don’t have access to the information across their
organization needed to do their jobs
19+ hours
Spent by knowledge workers each week just
searching for and understanding information
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9. What Keeps You Awake at Night?
Life Before Predictive Analytics
• Its costs me a small fortune to get new customers; there must Focus Acquire
be a better way!
• We want to increase purchase size… but we don’t know which
products to keep in stock! Focus Grow
• By the time customer complaints work through the system –
it’s too late, they’re gone!
Focus Retain
• We thought this campaign was a success… until the checks
bounced!
• We want to reduce fraud, but we don’t want to burden our low Focus Fraud
risk customers!
Focus Risk
Where We Focus
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10. Next Generation Efficiencies come from Optimizing Every
Decision, Transaction or Process at the Point of Impact…
Foundational Breakaway
Sense and respond Predict and act
Back office Point of impact
Skilled analytics experts Everyone
Instinct and intuition Real-time, fact-driven
Automated Optimized
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11. Analytics Critical for Driving Competitive Advantage
“At a time when companies in many industries offer similar products
and use comparable technology, high-performance business
processes are among the last remaining points of differentiation.”
Tom Davenport, “Competing on Analytics”
Ten Most Important Visionary Plan Elements
Interviewed CIOs could select as many as they wanted
86%
Business Intelligence and Analytics
BI/Analytics #1 77%
80%
Virtualization
investment to 73%
76%
Risk Management and Compliance
improve 70%
71%
Mobility Solutions
competitiveness 66%
73%
Customer and Partner Collaboration 64%
71%
Self-Service Portals
IBM Global CIO Study 2009 63%
Low
67%
Application Harmonization 62%
growth
70%
Business Process Management 61% High
68%
growth
SOA/Web Services 55%
63%
Unified Communication 57%
Source: IBM Global CIO Study 2009; n = 2345
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12. Imagine If Your Decision Makers Could…
…predict and treat …adjust credit lines …determine who is …apply inferred social
infection in as transactions are most likely to buy if relationships of
premature newborns occurring to account offered discounts at customers to prevent
24 hours earlier? for risk fluctuations? time of sale? churn?
Retail Sales Telco Call
Physician Loan Officer
Associate Center Rep
…optimize every transaction, process and decision at the
point of impact, based on the current situation, without
requiring that everyone be an analytical expert 12

13. How can I capture and
analyze information about
how my
customers, prospects or
employees are feeling?
How can I predict behaviors and
preferences so I can reduce
churn, prevent fraud, maximize
campaign results and more?
How can I make decisions in real-time or
ahead of a potential issue, instead of
making decisions when it is too late?
13

14. Predictive Analytics offers Unique Insights to Answer those
Tough Business Questions
 Predictive Analytics is a
transformational technology that
enables more proactive decision
making, driving new forms of
competitive advantage
 Analyzes patterns found in historical
and current transaction data as well as
attitudinal survey data to predict
potential future outcomes
14

15. TDWI Predictive Analytics Findings
15

16. The Predictive Analytics Process:
Iteration for Success and Innovation
Predict
Recommend
Analyze data to the most
provide insight and appropriate
predict the future action
to take
Predictive Analytics
Capture Act
Improve customer retention
Customers Constituents
Grow share of wallet Dashboards
Prospects Employees Read new data
on Minimize risk Kiosks / Mobile
Students Patients customers, eve Increase customer satisfaction CRM / ERP
nts, etc. for  Enhance market share Sterling Apps
continuous
Enterprise improvement
Decision
Data Sources Optimization
16

17. Enabling the Predictive Analytics Process
Capture Predict Act
Data Collection delivers an Predictive capabilities bring repeatability Unique deployment technologies
accurate view of customer to ongoing decision making, and drive and methodologies maximize the
attitudes and opinions confidence in your results and decisions impact of analytics in your operation
Text
Mining
Data
Mining
Statistics …
Data Deployment
Collection Platform Technologies
Pre-built Content
Attract Up-sell Retain
…
17

18. Predictive Analytics Software
4 Key Categories
Data Collection
Delivers accurate view of customer attitudes & opinions
Statistics
Drives confidence in your results & decisions
Modeling
Brings repeatability to ongoing decision making
Deployment
Maximizes the impact of analytics in your operation
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19. Capture: Data Collection
• Data collection capabilities to
capture attributes, interactions,
behaviors, and attitudes for
customers, employees or
constituents
• Augments internally captured data
with sentiment and opinion data
and use this combination as part of
the analytic process
Delivers an accurate view of customer attitudes and opinions
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20. Predict: Statistics
• Advanced statistics and data
management for analysts
researching business problems
• Collection, preparation, analysis,
interpretation, explanation and
presentation of data
• Provides insight into a sample of
data and tools for prediction and
forecasting based on the data
Drives confidence in your results and decisions 20

21. Predict: Modeler
• Workbench with data
preparation functions to build
analytic streams or jobs and a
run time environment for job
execution
• Set of mining algorithms that
provide insight and prediction
• Enables the discovery of key
insights, patterns and trends
in data that can be used to
optimize business decisions
Brings repeatability to ongoing decision making 21

22. Predict: Text Analytics
• Uses natural language processing
heuristic rules and statistical
techniques to reveal conceptual
meaning in text
• Extracts concepts from text and
categorizes them
• Makes unstructured qualitative
data more quantifiable, enabling
the discovery of key insights from
sources such as survey responses,
documents, emails, call center
notes, web pages, blogs, forums
and more
Brings repeatability to ongoing decision making 22

23. Act: Decision Management
• Set of tools to automate
high-volume decision
making enterprise-wide
• Injects powerful predictive
analytics into core business
processes
• Extends predictive insights
to the business user at the
point of decision
– E.g. Should a claim be ‘fast
tracked’ or evaluated more
closely based on a calculated
risk score?
Maximizes the impact of analytics in your operation
23

24. Act: Collaboration and Deployment Services
• Flexible enterprise foundation for
managing and deploying analytics
throughout the organization
• Automates analytical processes
• Enables collaboration by securely
sharing and reusing analytic assets
• Streamlines deployment of
analytical information on a
scheduled or real-time basis
Maximizes the impact of analytics in your operation 24

25. Our Strategic Partnerships
25

26. Introducing Perficient’s Business Intelligence Practice
• A leading provider of BI and Information Management Solutions, along
with the predictive analytics services and solutions
– Software – data collection, text and data mining, advanced statistical
analysis and deployment technologies
– Services – implementation, training, consulting, and customization
– Solutions – combine software and services to deliver high-value line-of-
business solutions; used for optimizing marketing campaigns, call center
effectiveness, identification of fraudulent activity and more
• Perficient is world-class talent delivering world-class technology, on time and
on budget to a broad customer base.
Enables decision makers to predict future events and proactively
act upon that insight to drive better business outcomes
26

27. Offerings and Expertise
27

28. Perficient’s Predictive Analytics Solutions
Uniquely Offers You…
 Value of analytics across your organization
– Highly productive, business-friendly predictive
modeling, collaboration and deployment services
– Based on the convergence of analytics, architecture and business
processes
 Open Architecture that seamlessly fits your existing environment
– Componentized, enabling it to easily fit within your existing
environment, immediately adding value without the need for a “rip
and replace” of information infrastructure
– Natural part of a user’s normal activity versus a
separate, disconnected application
 Deep domain expertise in analyzing data
– Ability to dynamically capture attitudes, attributes and behaviors and
improve people interactions
28

29. BI and Performance Management Capabilities
Help Decision Makers Find the Answers
How are we Why are we What should
doing? on/off track? we do next?
29

30. New Value for Perficient BI Customers
How are we Why are we What should
doing? on/off track? we do next?
Addition of KPPs
Broad distribution Time series
(Key Performance
of statistical results forecasting
Predictors)
New customer Predictive analytics for
insight through deeper understanding of
Data Collection the data
30

31. Predictive Analytics –Modeler
1) Leveraging BI, identify
problem or situation 2) Use predictive
needing attention analytics & feed
Common
results back into
Business Model
the BI layer
BI Application
3) Results widely
distributed via BI for
consumption by
Business Users
31

32. Workflow Today
Meta data modeler
creates data model
Analyst creates
predictive insight Analytical Modeler
Requires:
 Data
Requires: Modeling skills
 Data Mining skills  Knowledge
 Modeler skills about Mining
Metadata Modeler Table layout
Final Report
Report Designer
Business Users Report Designer with Mining skills
Consume creates & deploys
Requires:
Analytics
 Report Development Skills reports
…  Mining visualization skills
 Knowledge about Mining content 32

33. Business User Focused
Finance Sales/Marketing Human Resources
 How accurate is your budgeting and  Are you using Analytics to drive cross-  Are you using any applications to better
forecast process? How well do your sell/up-sell opportunities? predict time and attendance for your
analysts understand data correlation? indirect labor costs?
 What applications are you using to
 How does the credit prevent customer churn?  How are you preventing employee theft
terms, discounts, etc. drive your and fraud?
margins, DSO, and working capital
ratios?  Are you using any tools to predict
customer behavior?  How are you monitoring employee
retention and satisfaction?
 Is your organization using industry
benchmark data to determine product  Are you using weather patterns to drive
profitability and market share? your sales forecasts?
We offer analytical solutions that drive revenue, improve profitability and predict behavior
Perficient helps you……..
Analyze the past, Monitor the present, Predict and Plan the future.
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34. Applying Analytics to Accelerate Your Success
Example: Customer Intimacy
• Reduces customer defection, increases uplift from cross-sell/up-
sell targeting, and improves acquisition of the “right”
customers, by enabling decision makers to:
• Understand unstructured data that is found in everything from
e-mails, call center notes, blogs, and open ended survey questions
• Identify drivers of customer behavior via survey analysis
• Identify key performance predictors (KPPs) including customer
defection and outcome of particular customer interactions
• Prioritize customer programs as part of real-time decision processes
• View customer insights alongside key performance information
through standard IBM reports, analyses and dashboards
34

35. Sample Case Studies: Customer Intimacy
Grow and Retain
“The power and ease of use of Statistical
analysis enables the AMR Consumer
Research department to perform more
research than ever before and deliver
timely reports while maintaining a
small, dedicated staff.”
Grow
“With BI Analytics, HSBC Bank USA
effectively mines an ever-growing file
of customer data, creating predictive
models to uncover cross-selling and
“roll over” sales opportunities.”
Attract, Grow and Retain
“Predictive Analytics solutions add
intelligence to our business ensuring
efficiencies in pricing, marketing and
reporting – something no company
can afford to ignore in today’s
business environment”
R&D Analyst
Premierline Direct
35

36. Customers Experience a Measurable ROI
• 94% of customers achieved a positive ROI, average payback in 10.7
months
• Over 90% of users attributed an increase in productivity to Predictive
Analytics.
• 81% of projects were deployed on time, 75% on or under budget
“This is one of the highest ROI scores Nucleus has ever seen in its Real ROI
series of research reports”
Rebecca Wettemann, VP of Research, Nucleus Research
36

37. Delivering Customer Value
Center for Disease Control
Improve Health Care and Patient Outcomes
• Quickly capture and filter in real-time vast amounts of data on critical
public health issues found through interviews, email and the Internet
• Now able to better characterize diseases, identify risk factors and
quickly assess medical needs of specific populations
• Plot the expected course of outbreaks and plan responses for
improved public safety
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38. Delivering Customer Value
Cablecom GmbH
Reducing Customer Churn
• Identify early indicators of customer churn using data collection
surveys and data and text mining, tailoring direct marketing efforts
as a result
• 100% improvement in churn detection and an initial reduction in
actual churn from 19% to 2%
• 53% of its unsatisfied customers became company promoters
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39. Delivering Customer Value
Richmond Police Department
Predict and Prevent Criminal Activity
• Identify and predict crime patterns through timely analysis of incident
reports, tips and service calls
• Can now pinpoint “hot spots” and place tactical units where they are
needed most
• 20-30 % decrease in violent crime and homicides in a 12-month period
39

40. Predictive Analytics Enables
Next-Generation Decision Making
• A leading provider of predictive
analytic services and solutions with
a world-class talent and a broad
customer base
• Enables decision makers across the
organization to predict future
events and proactively act upon
that insight to drive better business
outcomes
From sense and respond…
…to predict and act!
40

41. Questions & Answers

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