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Innovando con Business Analytics


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Presentación de Bill Franks, Chief Analytics Officer de Teradata, en el 16º Congreso de Tecnología para el Negocio Financiero.
27 y 28 de junio de 2016

Published in: Economy & Finance
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Innovando con Business Analytics

  1. 1. Innovating With Business Analytics Bill Franks, Chief Analytics Officer, Teradata June, 2016
  2. 2. 3 © 2015 Teradata & Bill Franks Make The Best Use Of Today’s Many Channels Omni-channel marketing is not the same as all-channel marketing Delivering coupons 10 ways is still simply just delivering a coupon! Image source: Teradata Image source: Microsoft Clipart
  3. 3. 4 © 2015 Teradata & Bill Franks Data Driven Activities Must Be A Value Exchange It isn’t about exploiting customer information … … but using it to help meet customers’ needs & reward customers for loyalty Image source: Teradata
  4. 4. 5 © 2015 Teradata & Bill Franks Capture & Monetize Data In Novel Ways AMC Story Sync takes viewer tracking and engagement to a whole new level! “… a live, interactive experience that allows you to vote in snap polls, answer cool trivia questions, and re-live tense killer moments via video clips during the broadcast of the latest episode.” – AMC Website Image source:
  5. 5. 6 © 2015 Teradata & Bill Franks Borrow Analytics From Other Industries As industry lines blur, your organization may well benefit from techniques historically applied elsewhere What can your organization borrow from other industries? Image source: Clipart
  6. 6. 7 © 2015 Teradata & Bill Franks The Analytics Of Things Is Here! The analysis of sensor data from the Internet of Things will drive huge value in the near future Image source: Microsoft Clipart
  7. 7. 8 © 2015 Teradata & Bill Franks Don’t Repeat The Mistakes Of The Past With Big Data Big data must be put in context within a broader enterprise data and analytics strategy Image source: Microsoft Clipart
  8. 8. 9 © 2015 Teradata & Bill Franks Knowing Part Of A Customer Isn’t Enough Additional Web Data • Browsed mortgage rates 5 times in last month • Viewed information on homeowners insurance • Viewed information on flood insurance • Explored home loan options 3 times in the past month Traditional Data • Has 4 accounts – checking, savings, credit card, car loan • Makes 5 deposits and 25 withdrawals per month • Never visits branch in person • Total of $50,000 in assets deposited • Owes $15,000 on card & loan You’ll lose to more nimble competitors if you don’t keep up with their level of customer knowledge What should you offer this customer today? It is a lot easier to decide now, isn’t it!
  9. 9. 10 © 2015 Teradata & Bill Franks Optimize Your Websites (Or Call Centers) $ Desired documents found, but only after 12+ steps! Clickstream Led to a phone call Clickstream Led to a document download Analyze browsing patterns to identify challenges customers have with the site and to streamline it Save costs while increasing customer satisfaction!
  10. 10. 11 © 2015 Teradata & Bill Franks Follow Each Customer’s Journey Transactional data, web data, customer service data, application data, social media data, and more can be combined
  11. 11. 12 © 2015 Teradata & Bill Franks Identify Important Relationships Link people and businesses together via address, beneficiary information, or other connections
  12. 12. 13 © 2015 Teradata & Bill Franks Predicting Churn: Traditional vs Multi-Genre Method Old way New way Social Network Analysis Behavioral Path Analysis Current Statistical Model Social Network Analysis Behavioral Path Analysis Current Statistical Model ChurnersIdentified
  13. 13. 14 © 2015 Teradata & Bill Franks Save Costs While Lowering Risk: Multi-Genre Analytics Leveraging text analytics in combination with predictive models and graph analysis, it is possible to flag suspicious interactions
  14. 14. 15 © 2015 Teradata & Bill Franks Join The Analytics Revolution! Image source: Target Analytics is going through its own industrial revolution! Image source: iStock
  15. 15. 16 © 2015 Teradata & Bill Franks Operational Analytics Build On Traditional Analytics … … traditional analytics aren’t replaced, but are taken further! Image source: iStock
  16. 16. 17 © 2015 Teradata & Bill Franks Operational Analytics Are … Embedded Automated Run In “Decision Time” Action Oriented Prescriptive Images source: Teradata
  17. 17. 18 © 2015 Teradata & Bill Franks “Decision time” operational analytics are not the same as batch analytics applied operationally A Critical Distinction Reverse that Fee, Please! Sorry, but no. Image source: Teradata Image source: Teradata
  18. 18. 19 © 2015 Teradata & Bill Franks Monitoring Decisions, Not Approving Decisions … Image source: Wikimedia Operational analytics TAKE ACTION. Those actions are monitored after the fact rather than reviewed up front Image source: Teradata
  19. 19. 20 © 2015 Teradata & Bill Franks Operational Analytics Require Extreme Care Image source: Alper Cugun on Flickr Along with the power comes GREAT RESPONSIBILITY and RISK
  20. 20. 21 © 2015 Teradata & Bill Franks Be Prepared To Deal With Trouble When DECISIONS are proactively and automatically made by algorithms, things can (and will!) go wrong Image source: iStock
  21. 21. 22 © 2015 Teradata & Bill Franks Good Enough vs. Perfect With operational analytics, the goal is not to maximize the quality of each individual decision … … but rather to MAXIMIZE THE AGGREGATE IMPACT of the process across all decisions Image source: iStock
  22. 22. 23 © 2015 Teradata & Bill Franks Build Complexity Over Time Add new layers of complexity after the prior layers are fully deployed and stable 1 - Optimize Truck Contents 2 - Optimize Daily Route 3 - Optimize In Real Time Image source: Kirinohana on Flickr Truck Delivery Route Optimization Example:
  23. 23. 24 © 2015 Teradata & Bill Franks Analytics Can’t Replace Execution If you don’t act on your findings, you will realize no value! Image source: Teradata Image source: Teradata
  24. 24. 25 © 2015 Teradata & Bill Franks Change Actions, Not Necessarily Minds … Image source: Microsoft Clipart
  25. 25. 26 © 2015 Teradata & Bill Franks Improving Our Lives By Freeing Our Time • Children today WILL learn how to drive • They may NOT HAVE to drive by the time they are 30 • They will probably NOT BE ALLOWED to drive at my age! Image source: State Farm on Flickr
  26. 26. 27 © 2015 Teradata & Bill Franks If You Have Further Questions Or Comments Twitter: @BillFranksGA