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.

1. Machine Learning Revenue Acceleration
Machine Learning + Predictive Analytics = Scale Sales - How?

2. Paul Johnston
@qubixpj
Stephen Bradbury
Chief Data Scientist
@qubixsteve

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. 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. 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. Copyright © 2016, Qubix International Ltd. All rights reserved. Leading Innovation in Business Analytics
What is
Machine
Learning?

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. Define
traditional - MIS & BI
The Past The Future
machine - Predictive

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. 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. 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. algorithms
{Linear Regression}
{Decision Tree}
{Logistic Regression}
{SVN}
{KNN}
{Naive Bayes}
{K-Mean} {Random Forest}
{Dimensionality Reduction Algorithms}
{Gradient Boost & Adaboost}

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. Copyright © 2016, Qubix International Ltd. All rights reserved. Leading Innovation in Business Analytics
ML Use Cases
for Today

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. Audience Insight
naturally occurring tribes
social & cultural fingerprint
segment
into interest based clusters

17. Recommendation
12% of revenue comes
from recommendations
5.5 times higher
conversion rates
learned promotion of products & services

18. Clone Best Rep
identify successful behaviours
best next steps
task automation
predict outcomes
learn and scale successful habits

19. Clone Best Customer
conversion patterns
historical signals
interaction monitoring
probability ranking
learn and scale successful habits

20. Predictive Scoring
which leads will convert
and why
where to find more leads
embed into process

21. Predictive Forecasting
probability of bookings
range of outcomes
what-if scenarios
make more profitable decisions

22. A/B Experimentation
price based A/B testing
customer journey optimization
learn at scale
be more relevant than competition

23. Churn Reduction
identify signals of customer risk
integrate social media sentiment
prioritize customer success teams
automate counter measures

24. Renewal Optimize
probability of renewal cluster
social sentiment analysis
learned interventions
priority ranking

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. Copyright © 2016, Qubix International Ltd. All rights reserved. Leading Innovation in Business Analytics
How to Change

27. How to Change
ask what will happen?
agree strategic intent
don’t over engineer
work with data experts
Our clients…

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. Create Success…
Executive Support and Sponsorship
Collaborative Approach
Effective Project Management
Change Management
Knowledge Transfer
1
2
3
4
5

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. How Does it Feel?
Before
Overwhelmed | Sceptical | Out of Date | Unsure
During
Involved | See Proof | Hopeful
After
Empowered | Informed | Ambitious | Leader

32. Copyright © 2016, Qubix International Ltd. All rights reserved. Leading Innovation in Business Analytics
Business Case

34. 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

35. Copyright © 2016, Qubix International Ltd. All rights reserved. Leading Innovation in Business Analytics
Revenue
Acceleration
Cloud Service

36. Copyright © 2016, Qubix International Ltd. All rights reserved. Leading Innovation in Business Analytics
Example: Machine Learning Approach
Revenue Acceleration Cloud Service

38. Copyright © 2016, Qubix International Ltd. All rights reserved. Leading Innovation in Business Analytics
What Next?

39. Where Next on Your Journey?
Free: 4 Hour Machine Learning Workshop
www.qubix.com/predict