HOW ANALYTICS CAN HELP YOU IMPROVE
YOUR CUSTOMER EXPERIENCE?
Alfredo Iglesias Rey, Msc Eng, MBA

Cop yrig ht © 2012, SAS I...
AN OPEN QUESTION

How close is your organization to being able to use your
company data to consistently make fact-based de...
OUR BIASED
SAMPLE

Cop yrig ht © 2012, SAS Institute Inc. All rig hts reserv ed.
THE SAS COOL BOARD

Cop yrig ht © 2012, SAS Institute Inc. All rig hts reserv ed.
MAKKIE

IN MY LEAGUE

WAY OUT OF MY LAGUE

SO UN-COOL

Cop yrig ht © 2012, SAS Institute Inc. All rig hts reserv ed.

UN-C...
PROPOSITIONS THE SAS COOL BOARD

Customized
pages based on
predicted
behaviour

Recommendation
engine

Real-time
personali...
WRAP-UP

Cop yrig ht © 2012, SAS Institute Inc. All rig hts reserv ed.
OUR APPROACH

Cop yrig ht © 2012, SAS Institute Inc. All rig hts reserv ed.
THE ANALYTICS
LIFECYCLE

EVALUATE /
MONITOR
RESULTS

IDENTIFY /
FORMULATE
PROBLEM
DATA
PREPARATION

DEPLOY
MODEL

DATA
EXP...
THE ANALYTICS
LIFECYCLE

BUSINESS
MANAGER
Domain Expert
Makes Decisions
Evaluates Processes and ROI

EVALUATE /
MONITOR
RE...
HOW TO START

•

Business objectives
• Channel selection
• Derive insight
• Analytics, analytics, analytics

Cop yrig ht ©...
CHALLENGES AND OPPORTUNITES TO COME

Cop yrig ht © 2012, SAS Institute Inc. All rig hts reserv ed.
Cop yrig ht © 2012, SAS Institute Inc. All rig hts reserv ed.
THE HIPPO VS THE GEEK

HiPPO: Highest Paid Person’s Opinion
Cop yrig ht © 2012, SAS Institute Inc. All rig hts reserv ed.
A NEW PROFESSION

https://datajobs.com/what-is-data-science
Cop yrig ht © 2012, SAS Institute Inc. All rig hts reserv ed.
THANKS

Cop yrig ht © 2012, SAS Institute Inc. All rig hts reserv ed.

www.SAS.com
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HPMC 2014 - How Analytics can improve your customer experience - SAS

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Presented during the High Performance Marketing Conference 2014, organized by Accenture on January 23rd, 2014.

Published in: Business, Technology, Education

HPMC 2014 - How Analytics can improve your customer experience - SAS

  1. 1. HOW ANALYTICS CAN HELP YOU IMPROVE YOUR CUSTOMER EXPERIENCE? Alfredo Iglesias Rey, Msc Eng, MBA Cop yrig ht © 2012, SAS Institute Inc. All rig hts reserv ed.
  2. 2. AN OPEN QUESTION How close is your organization to being able to use your company data to consistently make fact-based decisions in near real-time? We do this on a consistent basis 2) We are very close 3) We do this occasionally, but not consistently 4) We are not very close at all - only rarely are we able to do this 5) We are lost when it comes to consistent near real-time decisions 1) Cop yrig ht © 2012, SAS Institute Inc. All rig hts reserv ed.
  3. 3. OUR BIASED SAMPLE Cop yrig ht © 2012, SAS Institute Inc. All rig hts reserv ed.
  4. 4. THE SAS COOL BOARD Cop yrig ht © 2012, SAS Institute Inc. All rig hts reserv ed.
  5. 5. MAKKIE IN MY LEAGUE WAY OUT OF MY LAGUE SO UN-COOL Cop yrig ht © 2012, SAS Institute Inc. All rig hts reserv ed. UN-COOL COOL SUB-ZERO
  6. 6. PROPOSITIONS THE SAS COOL BOARD Customized pages based on predicted behaviour Recommendation engine Real-time personalized email Next best offer Cop yrig ht © 2012, SAS Institute Inc. All rig hts reserv ed.
  7. 7. WRAP-UP Cop yrig ht © 2012, SAS Institute Inc. All rig hts reserv ed.
  8. 8. OUR APPROACH Cop yrig ht © 2012, SAS Institute Inc. All rig hts reserv ed.
  9. 9. THE ANALYTICS LIFECYCLE EVALUATE / MONITOR RESULTS IDENTIFY / FORMULATE PROBLEM DATA PREPARATION DEPLOY MODEL DATA EXPLORATION VALIDATE MODEL TRANSFORM & SELECT BUILD MODEL Cop yrig ht © 2012, SAS Institute Inc. All rig hts reserv ed.
  10. 10. THE ANALYTICS LIFECYCLE BUSINESS MANAGER Domain Expert Makes Decisions Evaluates Processes and ROI EVALUATE / MONITOR RESULTS IDENTIFY / FORMULATE PROBLEM DATA PREPARATION DEPLOY MODEL IT SYSTEMS / MANAGEMENT Model Validation Model Deployment Model Monitoring Data Preparation Cop yrig ht © 2012, SAS Institute Inc. All rig hts reserv ed. BUSINESS ANALYST Data Exploration Data Visualization Report Creation DATA EXPLORATION DATA MINER / STATISTICIAN VALIDATE MODEL TRANSFORM & SELECT BUILD MODEL Story Telling Exploratory Analysis Descriptive Segmentation Predictive Modeling
  11. 11. HOW TO START • Business objectives • Channel selection • Derive insight • Analytics, analytics, analytics Cop yrig ht © 2012, SAS Institute Inc. All rig hts reserv ed.
  12. 12. CHALLENGES AND OPPORTUNITES TO COME Cop yrig ht © 2012, SAS Institute Inc. All rig hts reserv ed.
  13. 13. Cop yrig ht © 2012, SAS Institute Inc. All rig hts reserv ed.
  14. 14. THE HIPPO VS THE GEEK HiPPO: Highest Paid Person’s Opinion Cop yrig ht © 2012, SAS Institute Inc. All rig hts reserv ed.
  15. 15. A NEW PROFESSION https://datajobs.com/what-is-data-science Cop yrig ht © 2012, SAS Institute Inc. All rig hts reserv ed.
  16. 16. THANKS Cop yrig ht © 2012, SAS Institute Inc. All rig hts reserv ed. www.SAS.com

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