Using big data analytics to monetise and link customer experience and direct marketing to profitability
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Using big data analytics to monetise and link customer experience and direct marketing to profitability
•3 likes•1,058 views
Report
Customer Analytics Presentation from HP Discover Frankfurt, December 2012
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Using big data analytics to monetise and link customer experience and direct marketing to profitability
- 1. Chris Selland VP Marketing HP Vertica © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
- 2. Make Information Matter Using big data analytics to monetise and link customer experience and direct marketing to profitability Chris Selland, VP Marketing, HP Vertica Decemter, 2012 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
- 3. “There is no room for lagging in the 21st Century New Economy. Lagging means lost customers, which means damage to the bottom line. But how do you not lag when customers are moving lightning fast to demand constant changes in the speed to complete their transactions? How do you keep your customers when the move to another company is nothing more than a mouse click and a minute away? Paul Greenberg, CRM at the Speed of Light: Capturing and Keeping Customers in Internet Real Time © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
- 4. The explosion of data is not news to anyone … SolidFire Pandora Scribd. kaggle Amazon iHandy SmugMug Music DocuSign salesforce.com Finance SuperCam Snapfish Urban Every 60 seconds NetSuite AppFog Travel Xactly Dragon Diction Parse Taleo Joyent Plex Systems LinkedIn Reference UPS Mobile Google Facebook Lifestyle DCC PingMe Bromium Atlassian eBay Manufacturing Projects GoGrid Hosting.com Hyland Splunk CCC Product Configurator SAP HP buzzd Amazon Web Services box.net Tata Communications 98,000 23,148 LimeLight Sport CRM MRM Scanner Pro Yandex Ariba Quickbooks NetReach ScaleXtreme Bills of Material Foursquare cloudability Engineering Order Entry Zoho NetDocuments Games tweets +apps downloaded SCM Pinterest Hootsuite CloudSigma Inventory Qvidian Alterian Workbrain Datapipe Quality Control Burroughs EMC OpenText Twitter CyberShift nebula HP ePrint HCM Sage Workscape IBM Hitachi Cost Management Unisys Mobile, social, Mainframe Client/server The internet 208,333 Big data & the cloud 400,710 NEC Bull ERP Cash Management Microsoft Xerox Serif Zynga ads requests minutes Angry Birds played HCM SLI Systems Time and Expense OpSource Fijitsu Workday Baidu Avid Fixed Assets Elemica iSchedule Costing Yandex Mixi Navigation Photo & Video Accounts Receivable ADP VirtualEdge Yahoo! SCM Khan Academy Zillabyte Heroku Billing Yammer Payroll Adobe CyberShift PaperHost Renren Corel Entertainment Viber Activity Management SuccessFactors PLM Yahoo 2000 Training Kinaxis Education Answers.com Microsoft Atlassian SugarCRM Sales tracking & Marketing Social Networking Saba BrainPOP Time & Attendance Rostering RightScale PPM Sonar6 CYworld lyrics played Quadrem YouTube MobileFrame.com Kenexa Sonar6 Service Jive Software Business Commissions Saba myHomework Database on Tunewiki Softscape NetSuite Tumblr. Qzone Claim Processing Intacct Toggl News Fring Amazon dotCloud Exact Online Cornerstone onDemand Data Warehousing Xing Cookie Doodle New Relic Mozy FinancialForce.com Softscape MailChimp PingMe Utilities Zynga Ah! Fasion Girl IntraLinks Volusion Associatedcontent BeyondCore SmugMug MobilieIron Atlassian Productivity Fed Ex Mobile Rackspace Flickr TripIt Twitter Paint.NET 4 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
- 5. Neither are the challenges 50% 98% 34% 35% Do not have an Cannot deliver Say half their Are not effective at effective the right information accessing enterprise information information at is unused information strategy in place right time * Source: Coleman Parkes, October 2011 5 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
- 6. Volume, velocity, variety, and complexity Beyond an organizations’ ability to capture, process, store, manage, and analyze Pattern-based Strategy Social Computing Context-Aware Computing Velocity Volume Variety Complexity INFORMATION SOURCES Video Audio Email Texts IT/OT Documents Search Engine Images Social Media Mobile Transactional Data 6 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
- 7. What is Information Optimization? Information Management Business Insight Information management has Organizations require become the best overarching predictive analytics to drive term to describe capturing, competitive advantage and to managing, protecting, storing, ensure that decision-makers retaining/disposing, and can instantly act upon these leveraging of all types of insights across the business information assets within an organization Bridges Information Management and Business Insight 7 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
- 8. Analytics and Financial Performance Market Performance Research Findings 2002 – 2009 250% Analytical Shakers* Companies that invest heavily in S&P 500 Index advanced analytical capabilities 220% outperform the S&P 500 on average 190% by 64% 160% 130% Companies that invest heavily in 100% developing analytical skills and adopting 70% an analytical mindset recover quicker from economic downturns. 40% 2002 2003 2004 2005 2006 2007 2008 2009 Low Performers High Performers 23% Have significant decision-support/analytical capabilities 65% Source: Accenture research 8% Value analytical insights to a very large extent 36% 33% Have above average analytical capability within industry 77% 23% Use analytics across their entire organization 40% 8 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
- 9. Built from the ground up: the four C’s of Vertica Columnar storage Continuous Clustering Capacity optimization and execution performance Achieve best data query Linear scaling by adding Store more data, provide Query and load 24x7 with performance with unique more resources on the fly more views, use less zero administration Vertica column store hardware 9 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
- 10. 360 Degrees of Big Data Optimizing Internal (CRM) & External (Social) Data 10 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
- 11. Structured and Unstructured Select Customers with < 2 Months Remaining on Customer expressed negative sentiment through Contract with 5+ dropped calls per week support within the last 3 months From a database get me all matches from the CRM and Call Detail Records that match the query From unstructured sources get me all matches for calls, chat, email that were negative for the structured results Structured Data Unstructured Data 11 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
- 12. Mining social media for client insights and trends If Facebook were a country, it would be the third-largest in the world Twitter’s world rank would be No.7 • The information in social media includes text (blogs, Facebook posts, Twitter feeds), images (Flickr), video (YouTube), and audio • Today most of the activity in analyzing social media is in finding interesting connections between people (social network analysis) and analyzing text • In the near future, organizations will want to expand to the full spectrum of content - including image, audio, and video 12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Source: Internet World Stats
- 13. Real-time engagement marketing • Personalized gaming “With over 40 million players, experience drives reach, 3TB of data loaded every day and revenue and retention. 230 nodes spread across two clusters Zynga columnar data warehouse from Vertica is no • Monetizing individual analytical windup toy.” customer behavior – finding the influencers - Ken Rudin, VP Analytics • One of the largest Vertica implementations with over 3TB loaded every day Did you know? Vertica is a scalable platform for graph analytics 16 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
- 14. Retail sales insights in real time Retail moves at lightning • Replaced Oracle-based POS speed so we needed a data warehouse that high-performance wouldn’t scale analytics platform that • 100x faster performance could handle our fast- using Vertica, 24x7 loads, minimal admin overheads paced requirement for information.” • Every store manager has access to the data on their mobile device using - Mike Relich, CIO, Guess, Inc. Microstrategy Did you know? Vertica connects to a broad ecosystem of BI products via standard interfaces like ODBC/JDBC and ADO.NET 17 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
- 15. Vertica, purpose built for answers in near real time 50x-1000x faster performance at 30% the cost, proven by more than 600 customers Volume Variety Velocity 1000x Value 18 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
- 16. Information Optimization Make Big Data Work For You - HP empowers the CIO to deliver business results 3 V’s, Complexity New revenue Data Quality Business New customers Big Data CIO One Version of Truth Insight Improve risk management IT/LOB Consumerization Better enterprise decisions C-suite STORE MANAGE UNDERSTAND ACT Information Information Information efficiency protection insight 19 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
- 17. Conclusion Customer Landscape Is Changing Rapidly Touchpoints Are – And Big Data Is - Exploding • From CRM to Social, Internal and External Analytics Provide Competitive Advantage • Information Management – Holistic Approach Customers Won’t Wait • Challenges and Opportunities Increasing Rapidly For more information • www.vertica.com • my.vertica.com/evaluate/ • cselland@vertica.com • +1 (617) 386-4523 20 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
- 18. Download Now Get the Mobile App Download content from this session with the free Mobile App at: m.hp.com/events 21 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
- 19. Thank you © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Editor's Notes
- Almost every business and technology discussion these days starts with rapturous and/or concerned statements about the explosion of data that surrounds and often threatens to overwhelm us. Whether it be structured or unstructured, real time or historical, mobile, social or enterprise … the exponential volume and variety of data is not news to anyone.
- The challenges = and the opportunities as well = are also well known and understood by business leaders, technology specialists and each of us as individuals. To capture the views of our clients, HP commissioned an independent study conducted by Coleman Parkes in October 2011 using 554 telephone interviews among senior business and technology executives in Enterprise-level companies (including public sector) around the globe to understand their information management challenges, priorities, and perspectives. What we found…. 50% of executives believe that they do not have an effective information strategy in place—a strategy that cuts across organizational silos, technologies and strategic functions. Only 2%report that they can deliver the right information at the right time to support the right business outcome 100 percent of the time. 34% of respondents indicated that more than 50 percent of all the information within their organization remains unconnected, undiscovered and unused. 35% of respondents indicated they were not effective at accessing business information as and when needed for legal/compliance and operational needs.It’s clear that enterprises must connect information and intelligence across the business ecosystem to advance competitively. Velocity (speed!) must be combined with the volume and variety of data to ensure that they capitalize on every possible competitive advantage.
- SLIDE OBJECTIVE – to highlight the presence of Extreme Information and its implicationsKEY POINTSWe highlighted earlier the tremendous VOLUME of information being created. But Gartner and others also have shared their findings and observations around the emergence of ‘Extreme Information’, which also involves three other complicating dimensions to information.Along with Volume, there’s the VELOCITY. Relevant, valuable information for an enterprise is coming at such a torrential pace it’s become a real-time phenomenon requiring real-time capabilities.Next is VARIETY – which you can see from just the subset of information sources shown here.Finally there’s the COMPLEXITY of where it lives and moves. From server to cloud to hybrid to device and back and forth.
- Use this telco example to highlight:CRM data married with Extreme network CDR data for precision point churn analysis, promotion, retention joined againstMeaningful unstructured information for exact targeting at the individual level.Much better modeling and targeting can be achieved when combining all of this.
- SLIDE OBJECTIVE: Analyzing and mining social media to drive business value; revenue and competitive advantage.KEY POINTS: Groupon’s making the most out of its millions of users, and analyzes its big data to determine the effectiveness of its advertising expenditures, consumer behavior as well as purchaser demographics and location. Groupon analyzes its data to create more personalized offers and is targeted to particular consumer interests have generated more purchases per customer. Groupon’s data analysis has led to better marketing insights on customer habits and preferences and delivers it as a service back to their merchants.The New York Jets launched their Ultimate Fan game in September 2010, which was the first revenue generating Facebook app to be backed by a pro sports team. The application lets football fans do online what they would normally do at home and in stadiums—root for their favorite teams and players, predict game scores, and hold a virtual tailgate party with other fans from across the globe. The Jets are able to engage with their fans and make them feel like they are part of the team. They are leveraging social medial to capitalize on their fans' passion for the team and their willingness to share that fervor. PETCO is yet another example. The company provided a promo code to their customers for $40 in free shipping. The person who shared their code with the most people won a $500 PETCO gift card. About 40 percent of the sales that resulted from this promotional push came from new consumers. The desire to save a few dollars on shipping costs drove loyal PETCO customers to connect with the larger pet owner community and spread the word about the store via social media.
- Key Thoughts:Augmenting Vertica’s strengths in high performance in-database sessionizing, page rank, user activity and pattern matching, Vertica now supports high performance in-database web server log parsing. With the web package, Vertica directly imports web server logs from Microsoft IIS and the open WC3 format (produced Apache and many commercial products). This both eliminates the requirement for external applications, and reduces the latency between online events and final analysis. Vertica customers leverage the dense encoding and compression of the Vertica platform to retain the detailed history needed for detailed profiling. Results from deep analysis of trends and ranking, as well as identification of high value customer segments, can feed directly into models used by dynamic content applications for a personalized and highly engaging web experience.
- Key Thoughts:
- Key Thoughts:Within the XML and Sentiment Analysis Packages you’ll find the access libraries used by the developer’s example code – and these are full fledged packages themselves, enabling Vertica to retrieve some of the most relevant external data sources for brand management and online marketing available today. Armed with these resources, refreshed on demand and served up with minimal latency, you’ll immediately empower your Corporate Communication Strategy with the facts that differentiate your brand focus and marketing.
- Need talking points based on detailed Zynga use caase
- Need talking points based on Guess use case
- At Vertica, our vision was clear. From the very first line of code, Vertica was purpose built to change the conversation from the massive challenges of big data to the massive opportunities from the answers that big data can provide. To do this, we focused on handling data VOLUME, ensuring all VARIETY of data could be managed, transforming the concept of VELOCITY and doing it all on commodity hardware with the highest possible storage compression to ensure maximum VALUE. UnlimitedVOLUME and VARIETYStructured, semi-structured, log data, flat files, machine data, small text (64K or less)Linear scaling by adding more resources on the flyNative support for MapReduce and HadoopVELOCITY provides answers in near real time Columnar storage & execution Spin up extreme data stores in mins/hours, not days/monthsLoad and query simultaneouslyPerforms queries 50X faster by eliminating costly disk I/ORuns nonstop with performance optimized data replication, failover and recoveryVALUE is unmatched due to: Aggressive data compression reduces storage costs by > 90%Commodity X86 hardware, preconfigured appliance or via the cloud Scalable MPP design on Commodity Infrastructure
- Be proactive versus reactiveAnalysis of transaction data can provide a retroactive means of detecting fraud, but real-time use of transaction data can proactively step in to stop fraud.