Vizualization, The Humanization of Big Data, Aveda Canada

Big Data Innovation Summit Toronto - 2013
Presented by: Richard Carmichael
Director of Digital Strategy and Social Innovation
Aveda Canada
@JustbeFRANK

Today, we all swim in a sea of data.

No matter what line of work you are in:
Publishing, healthcare, retail, finance, food service…

You and your business operate in a vast,
swirling matrix of information…

How many people are interested in your product?
• When do they show most interest?
• How much should you produce?
• Where, when, and how should you sell it?

Those are just a few of the first world problems
we confront every day…

900,000,000

900,000,000
The number of people in the world…

900,000,000
Who live without access to clean water…

900,000,000
And basic sanitation facilities like a toilet.

6kms

6kms
The average distance women of all ages walk…

6kms
every single day in Sub-Saharan Africa

6kms
just to fetch clean water for their families.

Now those are some real problems…

Some lesser known circumstances
faced by a huge population of the human race
as revealed by Big Data

And just a small sample of
the many reasons we at Aveda Canada
rally our people together every year
to support Clean Water projects in Africa
through the iwalkforwater campaign.

iwalkforwater.ca

In 2011:

In 2011:
Thanks to the dedication and commitment of our staff,
the hard work of our network of independent and
corporate owned salons and the generosity of our guests,
friends and colleagues across the country, Aveda Canada
raised about $425,000 for Clean Water Projects in Africa.

In 2011:
Thanks to the dedication and commitment of our staff, the
hard work of our network of independent and corporate
owned salons and the generosity of our guests, friends
and colleagues across the country, Aveda Canada raised
more than $425,000 for Clean Water Projects in Africa.
About $80,000 of that was collected from donors online...

In 2011:
Thanks to the dedication and commitment of our staff, the
hard work of our network of independent and corporate
owned salons and the generosity of our guests, friends
and colleagues across the country, Aveda Canada raised
more than $425,000 for Clean Water Projects in Africa.
$80,000 of that was collected from donors online…
By over 2200 walkers from across Canada

In 2012:
With 1500 walkers from Montreal to Vancouver,
Aveda Canada and friends raised more than $530,000
for Clean Water Projects in Africa…

In 2012:
Up by $105,000 (+25%) from 2011

In 2012:
Up by $105,000 (25%) from 2011
$120,000 of that was collected online…

In 2012:
Up by $120,000 (41%) from 2011
$120,000 of that was collected online…
Up by $40,000 (50%) from 2011

Impressive?

We thought so…

Aveda Canada outperformed
all other countries in the Aveda Network
Worldwide.

We raised 25% more money

In the same 30 days…

With 700 fewer walkers…

Now that is Impressive.

Or is it?

With 32% fewer walkers
than the year before…

We need to ask…

Is that an anomaly?

Or the beginning
of a trend?

To look for clues,
we went back to the data:

And found another piece
of startling insight

Of the 1500 walkers…

A whopping 700 raised $0

A mere 800 walkers raised $530,000

Walker participation in 2012
was way down from 2011

Performance per walker was way up in 2012
from what it was in 2011

It is a good news - bad news kind of story

Meanwhile, back in Minneapolis…

Aveda Corporate HQ had Big Plans for Canada in 2013:

And a huge challenge…

Biggest ever Aveda Earth Month Fundraising Goal:
$590,000
for 2013

Yikes.

Did I say Yikes?

Every year our fundraising goals get bigger and bigger…

Yet despite our successes…

Yet despite our successes…
it is getting harder and harder
to compete against all of the other
charity fundraising events
out there.

And we have to do that with fewer and fewer walkers

$590,000 is an ambitious goal

To hit that mark, we were going to have to:

• Increase walker participation

• Increase walker engagement

• Increase walker engagement
• And give them a set of tools
designed to amplify their voices

The strategies we developed for 2013
were based on actionable insights
generated from actual data
as we analyzed it from previous years.

And so in January of 2013…

We embarked on a journey

to create a plan…

That would point us in the direction of $590,000…

And on April 1, 2013 we kicked off Earth Month

To raise awareness and funds for Clean Water projects in Africa
on behalf of Watercan/Eau Vive via iwalkforwater.ca:

And on April 22, 2013 we walked for water…

In cities across Canada…

From Montreal…

To Vancouver…

And many points in between…

So some of those women in Africa…

could be set free to be with their children

could be set free to start their own businesses

could be set free to go to school

So some of those beautiful people in Africa…
could have a chance at a better life.

You can tell by their smiles…

Best Fundraising Effort Ever!
Most Funds ever raised online (and off) for Earth Month

At just under $285,000 in online donations…
we raised the highest watermark
by more than $160,000!!
(That is up 133% from 2012 online fundraising total of $120,000)

At $591,079 in total donations
we met our goal and surpassed last year
by more than $61,000!!!
(That is up more than 10% from 2012)

With 1567 walkers
Every single one raised a minimum of $35 this year
And many of them raised more than $250.

That is a lot to be proud of…

How did we do it?

Through Social Innovation…

The all new 30 Day Challenge inspired more people than ever to embrace and engage
head on with Social Media to help with their Walk For Water Fundraising Campaigns…
One day at a time for 30 days.

We harnessed the power of Instagram
to engaged more people than ever in the process of defining
what clean water means to them and sharing that message
and photos with their friends and family for all of the world to see.

New Pinterest Integration
inspired more people to get creative and share water related content
iW4W photos and messaging with family and friends on FB and Twitter

Better engagement in the social channels = $591,080
We inspired more people to get creative and engaged.
By sharing water related content, photos, videos,
messaging and the AVEDA Earth Month mission with
family, friends and the rest of the world, we demonstrate
what is possible when everybody does their part.

Three important questions…
(That any of us could ask today)

1. With so many requests for time and money…
and only so much to go around…
How do people in the Finance and Marketing department work together
to make sure we spend our limited resources on the things that drive
the overall greatest impact for the business?

2. How do make sure that we stay ahead of the curve…
and continue to improve the performance of our marketing efforts
while keeping our marketing spend under control?

3. How do we make the best use of what we have
so that we can more make effective business decisions
based on fact instead of gut feeling?

Business Intelligence
through the Humanization of BIG DATA:

Today’s most successful marketing plans are fueled by data—
with personalization, relevancy and timeliness being important
hurdles to clear along the way to better decision making.

Big Data?
Yes, we have Big piles of Data…
We already collect tons of data and we already generate countless
reports (an often tedious and time consuming process) to help us set
goals and measure performance over time, but we still waste a lot of
time, energy and other scarce resources on ineffective business
practices and underperforming tactics:

Why?

Because for all of its hidden value,
most of it goes unused…

because it is either too hard to access…

because it is either too hard to access,
too hard to interact with…

because it is either too hard to access,
too hard to interact with or just too difficult
for the average manager to make sense of it.

What to do about it then??

How can we make more effective use
of what we already have?

How do we?
1. take reams of disconnected data streams,
2. bring them all together in one place
3. simplify the way we look at it
4. make effective decisions about our business based on fact
5. Benefit form real insight generated from all of that data?

Humanize it.

Turn that data into something
that your people can understand.

that your people can interact with.

that your people can use.

Data Visualization…
with

WTF?

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8 6 4 6 5 3 4 2 1 6 5 4 6 6 8 5 3 7 5 8 2 5 0 6 8 7 6 9 2 5
4 8 6 8 6 4 6 5 3 4 2 1 6 2 1 6 4 5 4 6 9 5 4 6 5 9 5 8 6 9
6 5 3 4 2 1 6 5 4 6 8 5 8 6 4 6 5 3 4 8 5 6 8 9 6 8 9 7 9 4
6 5 3 7 0 1 6 3 5 4 3 2 7 6 4 9 6 0 9 7 8 6 1 5 3 6 7 5 5 8
4 2 0 4 2 6 4 6 5 3 4 2 1 6 5 4 3 2 4 7 5 8 0 6 9 6 9 3 9 2
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5 2 5 4 1 6 8 6 4 6 5 3 4 9 2 1 6 5 4 6 1 8 5 8 6 4 6 5 3 4
2 1 6 5 4 6 1 8 5 8 6 4 4 6 5 3 4 2 1 6 5 4 6 4 8 5 6 8 7 6
8 6 7 8 4 6 5 3 7 9 0 1 6 3 5 4 3 2 7 6 4 1 6 0 7 8 6 1 5 3
6 7 5 6 5 4 8 6 4 6 5 3 4 2 1 6 5 4 6 8 5 3 7 5 2 5 0 6 8 7
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5 4 6 7 8 5 8 6 4 6 5 3 4 2 1 6 5 4 6 5 8 5 8 6 4 6 5 3 4 2
Find the 9’s

2 6 4 6 5 3 4 2 1 6 5 4 3 2 4 7 5 8 0 6 4 6 5 3 4 9 1 6 5 4
8 6 4 6 5 3 4 2 1 6 5 4 6 6 8 5 3 7 5 8 2 5 0 6 8 7 6 9 2 5
4 8 6 8 6 4 6 5 3 4 2 1 6 2 1 6 4 5 4 6 9 5 4 6 5 9 5 8 6 9
6 5 3 4 2 1 6 5 4 6 8 5 8 6 4 6 5 3 4 8 5 6 8 9 6 8 9 7 9 4
6 5 3 7 0 1 6 3 5 4 3 2 7 6 4 9 6 0 9 7 8 6 1 5 3 6 7 5 5 8
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1 6 5 4 8 6 4 6 5 3 4 2 1 6 5 4 4 6 8 5 3 7 5 2 5 0 9 8 7 6
5 2 5 4 1 6 8 6 4 6 5 3 4 9 2 1 6 5 4 6 1 8 5 8 6 4 6 5 3 4
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8 6 7 8 4 6 5 3 7 9 0 1 6 3 5 4 3 2 7 6 4 1 6 0 7 8 6 1 5 3
6 7 5 6 5 4 8 6 4 6 5 3 4 2 1 6 5 4 6 8 5 3 7 5 2 5 0 6 8 7
6 5 2 5 4 6 8 6 4 6 5 3 4 2 1 6 5 4 6 2 8 5 8 6 4 6 5 3 4 2
1 6 5 4 6 8 5 8 6 4 6 5 3 4 2 1 6 5 4 6 0 8 5 6 8 3 4 2 1 6
5 4 6 7 8 5 8 6 4 6 5 3 4 2 1 6 5 4 6 5 8 5 8 6 4 6 5 3 4 2
Do you see them now?

Traditional DATA the way we normally see it…

Another way to look at the same Data…

The exact same Data looked at in another way…

Wordcloud: Another way to look at Data…

The world in 2013

Data Visualization:
• Aggregation of Analytics into a consolidated dashboard
• Allows you to make sound decisions about future activities based
on insight generated from seeing actual data spread over time in a
variety of different but extremely insightful ways

Three types of Data Visualization:
1. Statistical
2. Predictive
3. Spacial

Statistical
Analytics:

Predictive
Analytics:

Spacial Analytics:
Locals vs: Tourists in New York

The dashboard we are just about to view
presents lead generation and conversion data for
a company that sells school technology across the US.

The Spreadsheet
(Raw, unformatted data)
• Not very user friendly
• Limited Interactivity
• Difficult to leverage
for insight

The organization spends a lot of money to generate leads
and was unable to get the most effective information from Salesforce,
where they record their customer activity.
They exported the data into Excel and started performing analysis
on the lead activity.

The Spreadsheet (data, flowed into charts in MS Excel)
Better for looking at trends by variable, but static, not very interactive

3. Interactive Visualization Dashboard:
The next pages you are about to see,
are screen grabs from results generated by
using a real time Visual Analytics Dashboard.
It’s the same data, presented in a completely different way...

This screen grab illustrates how we can visualize complex data
and combine multiple data sources to create really great visualizations.

• Leads generated and the state origin of the lead
• Product line
• Budget for lead generation activities
• Leads that converted
• Time between lead identification and initial contact
• The classification of each state in terms of priority
• The agent that generated the lead
• The marketing activity that generated the lead
Primary data presented in the Visual dashboard:

Data created right in the dashboard:
• Conversion rate
• Budget expended to achieve leads and conversions
• Change in lead volume from week-to-week and year-over-year
• Proportion of leads in specific product areas
• Lead and conversion volume by day and week
• Lead and conversion volume broken down by various state
demographics

This screen illustrates how with the right tools, we can drill down
and interact with complex data visualizations to extract insight on the fly.

If you click on a specific state, the rest of the dashboard updates to
show values for that state.

Notice how many leads are generated for each location (top right of dashboard), and how
many were converted by state.

You can also see that when leads are followed up within 2 hours,
versus 1 day or more that the conversion rate is much better.

1. Big Data can unlock significant value by making information transparent and
usable by more people at higher frequency.
2. As we create and store more data, we can collect more accurate and detailed
performance information on everything from inventory levels to sick days, and
expose variability and boost performance.
3. Big Data allows increasingly narrower segmentation of customers according to
profiles, retail buying patterns and behaviours and therefore provide much more
precisely tailored products and services.
4. Sophisticated analytics can substantially improve decision-making based on
discovery and insight .
5. Big Data can be used to improve the development of the next generation of
products and services.
There are five ways in which making use of big data can create value:

Visual Analytics should allow the consumer of that data to ask increasingly more
detailed questions of the data as they acquaint themselves with the flow and engage
in the stream of consciousness and central theme of the dashboard.
Harvesting insight through Visualization

Business Intelligence through BIG DATA:
While data can carry many important insights. Data does not do this by itself.
If you really want to visualize and explore data, if you really want to discover new
things, capture insight and tell important stories about what is happening inside all of
that data, you are going to need a platform that will allow you to aggregate all your
various sources of data in one place, connect all of the unconnected dots, and make
sense of all that information in meaningful ways...

By Humanizing Big Data with Visualization, the hope is that more
people will actually start making use of all that data, rather than just
collecting and storing it over time.

Providing your employees with an environment where they can
access and interact with live data directly to answer their own
questions and on their schedule, from any device will one day
become the norm.

Business Intelligence through BIG DATA:
There are 5 important steps organizations need to take…
(in order to build a new data blueprint for their organization that allows them to
expose and leverage insight from existing data and advance forward successfully
with effective decision making based on Visual Analytics of Real Time Data)

1. Establishment of Core Key Performance Indicators (KPI’s)
2. Automation of the data collection and reporting process
3. Aggregation of all data sources into one central intelligence platform
4. Automated generation of timely, consistent and accurate reporting
5. View Data interactively in a variety of non traditional ways that allow
directors to see outliers and trends over time that traditional methods
of data analysis fails to reveal
5 steps to get started with better BI:

BIG DATA Policy and procedures:
There are 4 important steps firms should consider in order to ensure
that the entire organization captures all essential data all of the
time and fully leverages the insight to be gained from it to make
more effective decisions over the long term…

1. Development of an analytics Policy Guide and Training Manual
2. Knowledge Transfer to appropriate Directors, Managers and Staff
3. Automate the generation and distribution of relevant reports to
department Leads so that they can access relevant insight any time,
in real time from any internet enabled device.
4. Meet to review results and adjust ongoing strategies as necessary
4 steps to make Big Data part of your corp. culture:

1. Aveda Institutes with more complete and accurate analytics at every
level, sales funnel optimization and Lead Generation is improved
2. Retail Sales: better list segmentation and cross pollenization of domains
3. Corp. Salon group: improved NGR and Client retention performance
4. Wholesale Group: better insight into performance relative to network
education levels and engagement in digital marketing strategies
5. Marketing department has a much better understanding of what works
and what does not in every market we participate.
5 Ways that Aveda Canada will benefit in fy2014:

Client Profiling and List Segmentation:
It is the automation of our CRM combined with List Segmentation
that is going to help us do more with less and be more successful
in the long term.
Personalization, relevancy and timeliness are critical to our
continued success.
By seeking to better understand our clients and their behaviors we
can communicate with them based on what is important to them
and make better use of what we already know.

FY14 desired outcome – Measurability
All marketing investment decisions will be made
based on best available data and an informed perspective

Measure, report, refine, repeat
Our goal is to capture learnings from everything we do.
Subsequent activities are to be customized based on
relevance to our guests, customer behavior and
patterns observed in data over time.

While not all marketing initiatives are going to be
directly traceable to the bottom line, many are.
Every single new campaign initiative we undertake in FY 2014 will have its
impact traced and measured online and/or through the POS terminal.

All activities online and off will be optimized according to
industry best practices, measured, analyzed and reported on
weekly and/or monthly.

Questions?
richard@avedacanada.com
or connect with me on twitter
@JustbeFRANK

Vizualization, The Humanization of Big Data, Aveda Canada

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