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Using Machine Learning to Accelerate Revenue

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This presentation explains what Machine Learning is and the use cases for Machine Learning within sales & marketing. Learn how to use Machine Learning to improve conversions, clone your best customers, improve sales performance and reduce customer churn.

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Using Machine Learning to Accelerate Revenue

  1. 1. Machine Learning Revenue Acceleration Machine Learning + Predictive Analytics = Scale Sales - How?
  2. 2. Paul Johnston @qubixpj Stephen Bradbury Chief Data Scientist @qubixsteve
  3. 3. Copyright © 2016, Qubix International Ltd. All rights reserved. Leading Innovation in Business Analytics Discussion Topics… • Introduction to Qubix • What is Machine Learning • Why does Machine Learning Matter - Use Cases • How can Machine Learning Accelerate Revenue • Building the Business Case • Your Next Steps
  4. 4. What’s Right for You? # of Business Analytics Projects…. 300+ Customers Include: •Lloyds Banking Group •Nomura Bank •Debenhams •Canon •Virgin Atlantic •HMV •NHS England •Experian •Angel Trains •Schroders •Mizuho Bank •Carpetright Global Presence: 350+ years of experience Why Qubix? Proven. Trusted. Flexible. 15+ Years Oracle Platinum Partner Incredible Customer List UK • Slovenia • USA • Australia • Japan • India Depth of capability… Strategy Design Train Optimise Support Integrate Qubix Approach… With You, Not to You Outcome Driven What’s right for you? Qubix Journey Methodology Deploy Hyperion • BI • Big Data
  5. 5. Private & Confidential July, 2016 Expansive Team & Project Experience 5 ‣ Abbott Diabetes Care (ADC) ‣ Abbott Labs ‣ Abu Dhabi Media Company ‣ Adecco ‣ Al Ghurair ‣ Alcon Laboratories Australia ‣ Allegion ‣ Angel Trains ‣ Banka Slovenije ‣ Bauer Media ‣ Baxters Food Group Ltd ‣ British Telecom ‣ Bupa ‣ Cairn Energy ‣ Canon ‣ Carpetright ‣ Charles Tyrwhitt LLP ‣ Civeo ‣ Coach, Inc ‣ Cornwall County Council ‣ Credit Suisse ‣ Dartford Borough Council ‣ Debenhams PLC ‣ Devon County Council ‣ DHL ‣ Dixons CarPhone ‣ Drake & Scull ‣ Durham CC ‣ Electronic Arts ‣ Emerson Network Power ‣ Endeka Ceramics ‣ Essex County Council ‣ ETI d.d. ‣ Experian ‣ First Quantum Minerals (UK) Ltd ‣ FRT.AT ‣ Gazal Corporation Limited ‣ GE Commercial Aviation Services ‣ Genworth ‣ Geopost ‣ Guardian Media Group ‣ Hampshire County Council ‣ Highland Council ‣ HIT Nova Gorica ‣ Hitachi Construction Machinery ‣ HMV Retail Ltd ‣ HSS Hire ‣ Hypertherm ‣ ICAP ‣ Infosys ‣ Ingersoll Rand ‣ Intrasoft ‣ Invesco ‣ Investec ‣ IPMIT d.o.o. ‣ Jumeirah ‣ Lehman Brothers ‣ Linbrook Services Ltd ‣ Lloyds ADM ‣ Lloyds International Private Banking ‣ Lloyds TSB Acquisition Finance ‣ London Borough of Croydon ‣ Luxottica ‣ Macquarie Bank Australia ‣ Maistra ‣ Majid Al Futtaim ‣ MERCATOR ‣ Mercedes Benz Retail ‣ Merck ‣ MIDIS Group ‣ Ministry of Defence ‣ Ministry of Justice ‣ Ministry of the Environment ‣ Mizuho ‣ Monarch Airlines ‣ Motability Operations ‣ MTS ‣ National Bank of Dubai ‣ National Trust ‣ NBTY Europe Ltd ‣ Network Rail ‣ NextGen Distribution Pty Ltd ‣ NHS England ‣ Nomura ‣ Nomura Bank (Japan) ‣ Norfolk & Suffolk Police ‣ North Yorkshire County Council ‣ Northumberland County Council ‣ Nottingham Building Society ‣ Nutricia ‣ Oasis Healthcare ‣ Ocado ‣ Oman Oil Company ‣ Oracle America, Inc ‣ PA Consulting ‣ Parsons Brinckerhoff ‣ Perkins Engines ‣ Port of Tyne ‣ QBE ‣ ResMed Ltd ‣ Ricoh ‣ RTV ‣ Rural Payments Agency ‣ Salmat Limited ‣ Scholastic ‣ Schroders Investment Management ‣ Sodexo ‣ Tabreed ‣ TAQA ‣ TDIC ‣ Tesco Bank ‣ The Travel Corporation Pty Ltd ‣ Tokyo Electron ‣ Transport Research Laboratory ‣ UBM ‣ United Nations ‣ UTS ‣ Virgin Atlantic ‣ Vodafone ‣ Wegmans
  6. 6. Copyright © 2016, Qubix International Ltd. All rights reserved. Leading Innovation in Business Analytics What is Machine Learning?
  7. 7. Define machine learning is more than just a buzzword. A core driver of Artificial Intelligence. Machine Learning describes computers learning from data with minimal programming. If you use Google, Amazon, Netflix, or Uber you already use ML.
  8. 8. Define traditional - MIS & BI The Past The Future machine - Predictive
  9. 9. Type 1 machine learning has three core flavors. {Supervised} This algorithm consist of a target / outcome variable (or dependent variable) which is to be predicted from a given set of predictors (independent variables)
  10. 10. Type 2 machine learning has three core flavors. {Unsupervised Learning} In this algorithm there is no target or outcome variable to predict / estimate, so this approach is used for clustering in different groups
  11. 11. Type 3 machine learning has three core flavors. {Reinforcement Learning} Using this algorithm the machine is trained to make specific decisions using trial and error
  12. 12. algorithms {Linear Regression} {Decision Tree} {Logistic Regression} {SVN} {KNN} {Naive Bayes} {K-Mean} {Random Forest} {Dimensionality Reduction Algorithms} {Gradient Boost & Adaboost}
  13. 13. Algorithms in “English” (sort of) Linear Regression Linear regression can be used to fit a predictive model to a set of observed values (data). This is useful, if the goal is prediction, or forecasting, or reduction Logistic Regression A mathematical model used in statistics to estimate the probability of an event occurring having been given some previous data SVN Support Vector Machines (SVN) are supervised learning models with associated learning algorithms that analyze data used for classification and regression analysis Decision Tree The goal is to create a model that predicts the value of a target variable based on several input variables Naive Bayes A simple technique for constructing classifiers: models that assign class labels to problem instances, represented in feature values, where the class labels are drawn from some finite set Dimensionality Reduction Algorithms The process of reducing the number of random variables under consideration, via obtaining a set of principal variables. These are then divided into feature selection and feature extraction K-Mean Is a simple and efficient way of deriving a non-hierarchical model used in clustering Random Forest A collection of Decision Trees. To classify a new object based on attributes, each tree gives a classification and the tree “votes” for that class KNN K nearest neighbors (KNN) is a simple algorithm that stores all available cases and classifies new cases by a majority vote of its k neighbors Gradient Boost & Adaboost A boosting algorithm that combines multiple weak or average predictors to build a stronger predictor
  14. 14. Copyright © 2016, Qubix International Ltd. All rights reserved. Leading Innovation in Business Analytics ML Use Cases for Today
  15. 15. Benefits of 168 businesses actively targeting higher growth with ML of businesses credit ML for improvements in sales KPIs 38% of businesses achieved 2x improvement achieved a 5x improvement across key sales KPIs have experienced a doubling in accelerated sales process 76% 38% 2x 41% 33% improvement in sales process speed with A/B testing5x
  16. 16. Audience Insight naturally occurring tribes social & cultural fingerprint segment into interest based clusters
  17. 17. Recommendation 12% of revenue comes from recommendations 5.5 times higher conversion rates learned promotion of products & services
  18. 18. Clone Best Rep identify successful behaviours best next steps task automation predict outcomes learn and scale successful habits
  19. 19. Clone Best Customer conversion patterns historical signals interaction monitoring probability ranking learn and scale successful habits
  20. 20. Predictive Scoring which leads will convert and why where to find more leads embed into process
  21. 21. Predictive Forecasting probability of bookings range of outcomes what-if scenarios make more profitable decisions
  22. 22. A/B Experimentation price based A/B testing customer journey optimization learn at scale be more relevant than competition
  23. 23. Churn Reduction identify signals of customer risk integrate social media sentiment prioritize customer success teams automate counter measures
  24. 24. Renewal Optimize probability of renewal cluster social sentiment analysis learned interventions priority ranking
  25. 25. ML & Revenue… Add algorithmic rigor to human intuition Scientific enhancement of revenue supply chain Data Driven experimentation & learning Automation and scalability Create revenue faster with more predictability 1 2 3 4 5
  26. 26. Copyright © 2016, Qubix International Ltd. All rights reserved. Leading Innovation in Business Analytics How to Change
  27. 27. How to Change ask what will happen? agree strategic intent don’t over engineer work with data experts Our clients…
  28. 28. Copyright © 2016, Qubix International Ltd. All rights reserved. Leading Innovation in Business Analytics Insight-as-a-Service • A new “as-a-service” model • Results without the ‣ delays ‣ complexity ‣ & cost
  29. 29. Create Success… Executive Support and Sponsorship Collaborative Approach Effective Project Management Change Management Knowledge Transfer 1 2 3 4 5
  30. 30. Specifics… Data doesn’t have to be perfect Systems don’t have to be modern Lower dependency on internal resources Infrastructure is optional Need identified business problem / opportunity 1 2 3 4 5
  31. 31. How Does it Feel? Before Overwhelmed | Sceptical | Out of Date | Unsure During Involved | See Proof | Hopeful After Empowered | Informed | Ambitious | Leader
  32. 32. Copyright © 2016, Qubix International Ltd. All rights reserved. Leading Innovation in Business Analytics Business Case
  33. 33. Benefits of 168 businesses actively targeting higher growth with ML of businesses credit ML for improvements in sales KPIs 38% of businesses achieved 2x improvement achieved a 5x improvement across key sales KPIs have experienced a doubling in accelerated sales process 76% 38% 2x 41% 33% improvement in sales process speed with A/B testing5x
  34. 34. Copyright © 2016, Qubix International Ltd. All rights reserved. Leading Innovation in Business Analytics Revenue Acceleration Cloud Service
  35. 35. Copyright © 2016, Qubix International Ltd. All rights reserved. Leading Innovation in Business Analytics Example: Machine Learning Approach Revenue Acceleration Cloud Service
  36. 36. Copyright © 2016, Qubix International Ltd. All rights reserved. Leading Innovation in Business Analytics What Next?
  37. 37. Where Next on Your Journey? Free: 4 Hour Machine Learning Workshop www.qubix.com/predict

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