Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Steven Cosgrove Skills For A NewMR World 2016

242 views

Published on

Data activation is a tremendous opportunity to enhance and even transform how market research is done. Data activation enhances market research by linking various streams of structured (relational databases, spreadsheets, and even XML files) and unstructured data (word processing documents, PDF files, e-mail messages, blogs, Web pages, video, pictures, and social sites) into actionable market research. This presentation demonstrates how to identify and map various streams of data from ERP, CRM, WEB, and IOT to supplement ongoing market research efforts.

Published in: Education
  • Be the first to comment

Steven Cosgrove Skills For A NewMR World 2016

  1. 1. Data Ac'va'on to Maximize Market Research Efficacy – NewMR Webinar Steven Cosgrove, DataAc1va, 2016 Data Ac'va'on Dr. Steven Cosgrove DataAc'va UG 20 October 2016 Data Activation to Maximize Market Research Efficacy
  2. 2. Data Ac'va'on to Maximize Market Research Efficacy – NewMR Webinar Steven Cosgrove, DataAc1va, 2016 Overview Data ac1va1on ini1a1ves are being launched in many companies worldwide, as managers, administrators, and analysts learn to ac1vate and link various streams of structured (rela1onal databases spreadsheets and even XML files) and unstructured data (word processing documents, PDF files, e-mail messages, blogs, Web pages, video, pictures and social sites) into ac1onable analy1cs, reports, and mobile applica1ons for everyone in the organiza1on. While the advantages of data ac1va1on are well documented, they should be seen as part of a delibera1ve process, whose success depends on technology plaNorms(Business Intelligence (BI) and Analy1cs), management buy-in, as well as well-designed robust analy1cs. Our company, DataAc1va, ac1vates streams of structured and unstructured data in order to op1mize data-driven decision making. We consider data ac1va1on to be a tremendous opportunity to enhance and even transform how you run your business. In this presenta1on we focus on the rela1onship between tradi1onal market research and data ac1va1on.
  3. 3. Data Ac'va'on to Maximize Market Research Efficacy – NewMR Webinar Steven Cosgrove, DataAc1va, 2016 No longer limited Structured Data Flat files in Record Format, GEO location data,HTML5 micro-data, Legacy data, Log files, Micro- formats, Sensor data, Spreadsheets Semi-Structured Data Documents containing meta-data tags, EDI documents, RSS feeds, XML objects Unstructured Data Binary Large Objects, Business record requiring control, content management data, digital assets, dynamic content (multiple users), email, text messages, chat, intellectual property data, social data, specialized content (web)static documents, taxonomies/ontologies, voice recognition Complex Structured Data Hierarchically structured data (xml-based MISMO)
  4. 4. Data Ac'va'on to Maximize Market Research Efficacy – NewMR Webinar Steven Cosgrove, DataAc1va, 2016
  5. 5. Data Ac'va'on to Maximize Market Research Efficacy – NewMR Webinar Steven Cosgrove, DataAc1va, 2016 Mapping onto an Analy'c PlaMorm Data migra1ons/ conversions Inter-enterprise data sharing Acquisi1on for BI, analy1cs, and data warehousing. Extrac1ng data from opera1onal systems, transforming and merging that data, and delivering it to integrated data structures for analy1c purposes Enabling the connec1vity and integra1on of the data represen1ng cri1cal business en11es such as customers, products and employees Sourcing of master data in support of master data management (MDM) Ensuring database-level consistency across applica1ons, both on an internal and an inter-enterprise basis Providing data to, and receiving data from, external trading partners (customers, suppliers, business partners and others) Collec1ng audit and monitoring informa1on regarding the deployed data integra1on services and processes in the organiza1on Support for governance and management of data assets
  6. 6. Data Ac'va'on to Maximize Market Research Efficacy – NewMR Webinar Steven Cosgrove, DataAc1va, 2016 Analy'cal, Visualiza'on, Machine-learning, AI §  Data prepara1on and explora1on §  Predic1on §  Classifica1on §  Segmenta1on/Clustering §  Affinity analysis and associa1on rules §  Model evalua1on and selec1on §  Deriving insight §  Scoring New Data §  Machine Learning §  Ar1ficial Intelligence Interactive analysis and insights from integrated advanced analytic platform!
  7. 7. Data Ac'va'on to Maximize Market Research Efficacy – NewMR Webinar Steven Cosgrove, DataAc1va, 2016 Linkages Market Feasibility Brand •  Equity •  Image and positioning Product Development Customer Satisfaction and Value Market Segmentation Usage and Attitudes Pricing •  Strategy Development •  Optimization •  Elasticity Distribution Channel Testing Advertising / Communications Testing
  8. 8. Data Ac'va'on to Maximize Market Research Efficacy – NewMR Webinar Steven Cosgrove, DataAc1va, 2016 Ac'va'ng Customer Experience l  Maximize the poten1al of each customer rela1onship and generate incremental revenue. l  Migrate from a seasonal, ad-hoc campaigns to an automated, perpetual marke1ng process. l  Evaluate investment within segments, iden1fy revenue poten1al and marke1ng opportuni1es. Customer Experience (CRM) Real-1me marke1ng execu1on Data extrac1on, data mining and analysis Customer Experience (CRM) Rela1onship is a process that is both informa1on and technology driven, which aims to leverage customer behavioural data, life event triggers and marke1ng models to efficiently and con1nuously cul1vate customer rela1onships in order to: •  Touches •  Offers •  Contacts
  9. 9. Data Ac'va'on to Maximize Market Research Efficacy – NewMR Webinar Steven Cosgrove, DataAc1va, 2016 Ac'va'ng Strategic Market Research Overall Opportunity Index Market Size Recep1vity Spending •  Amount Spent •  Increase In Budget •  Service Importance •  Wallet share •  Pricing Performance on: •  Key Brand Drivers •  Awareness •  Intent to Purchase Buying behavior •  Revenue •  Forecasted Revenue •  Purchase History
  10. 10. Data Ac'va'on to Maximize Market Research Efficacy – NewMR Webinar Steven Cosgrove, DataAc1va, 2016 Ac'va'ng Segmenta'on l  Objec've: Include one new piece of descrip've informa'on for each customer in the database: Market Segment Type l  Applica'ons: •  Targeted efforts may now be enhanced through even more focused marke'ng to high poten'al customers •  Customer records will now include an addi'onal layer of customer informa'on for targeted customer service and cross-selling opportuni'es •  ERP data allows for strategic planning Database Modeling And Scoring Applications l  Model Applied To Database Determine Predictive Model Market Segmentation Results Respondent Data linked to Customer Data
  11. 11. Data Ac'va'on to Maximize Market Research Efficacy – NewMR Webinar Steven Cosgrove, DataAc1va, 2016 Ac'va'ng Loyalty, Brand, Performance Loyalty Recommenda'ons Sa'sfac'on Customer needs, wants, and preferences Customer service Products & Services Brand Performance Gap Communica'on Gap Transac'ons
  12. 12. Data Ac'va'on to Maximize Market Research Efficacy – NewMR Webinar Steven Cosgrove, DataAc1va, 2016 Summary Companies must process and store ever increasing flows of digital informa1on. However, it has become impera1ve to use and ac1vate these data flows to make decisions. Science is a delibera1ve process based on well-designed robust data science and advanced analy1cs. Data ac1va1on precipitates innova1ons, such as new pricing models, new ways to engage with your customers and partners, opera1onal efficiencies, compliance and risk monitoring, and new market opportuni1es. Analy1cs is no longer for innovators. It has become the standard that companies must emulate. Acquisi1on & Munging Math, Stats & Data Mining Interac1ve Data Visualiza1on
  13. 13. Data Ac'va'on to Maximize Market Research Efficacy – NewMR Webinar Steven Cosgrove, DataAc1va, 2016 Thank You! Dr. Steven Cosgrove DataAc'va UG Walpodenstraße 4 55116 Mainz +49 (0) 151 5290 9769 (mob) +49 (0) 6131 9719 599 (tel) dataac'va.com stevencosgrove@dataac'va.com
  14. 14. Data Ac'va'on to Maximize Market Research Efficacy – NewMR Webinar Steven Cosgrove, DataAc1va, 2016 Q & A Ray Poynter The Future Place Dr. Steven Cosgrove DataAc1va UG

×