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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
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.
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)
Data	Ac'va'on	to	Maximize	Market	Research	Efficacy	–	NewMR	Webinar	
Steven	Cosgrove,	DataAc1va,	2016
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
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!
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
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
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
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
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
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
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
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

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