ELEVATING CUSTOMER

ANALYTICS

And Building the Coveted Holistic

Customer View

Christy MaverGlobal Product Marketing Director, Actian Analytics

As Global Product Marketing Director, Christy

Maver is responsible for marketing Actian

Analytics. Christy has 15 years of experience

with technology and software marketing. Prior to

joining Actian, Christy was the Big Data Product

Marketing Manager for IBM. She holds a BA in

Economics from Princeton University.

Follow Christy on Twitter @cdmaver

IT’S A MAD, MAD, DIGITAL WORLD

BIG DATA CREATES SIGNIFICANT

OPPORTUNITIES FOR MARKETERS

Personalized Experiences• Ad, offer, & content optimization• Location-based content• Pricing optimization by segment

Better Decision-Making• True marketing ROI• Predictive modeling• Holistic campaign planning• Profitability by affinity groups

Deep Audience Analysis• Hyper-segmentation• Full customer 360° understanding• Buying signal analysis• Customer lifetime value

More Effective Spend• Omni-channel attribution• Real-time ad & promo optimization• Media mix optimization• Brand monitoring

Copyright © 2014 IIA All Rights Reserved

THESE OPPORTUNITIES REPRESENT

$BILLION

14%

Advanced marketing

mix analysis delivers

higher profits

$226B

Retail Purchases

Online

$200B

15-20% improvement in

return on overall

marketing spend 2017

Year when CMO spend

On IT surpasses CIO

THE MARKETER’S WORLD IS AN

OVERWHELMING ONE

CMO

ContentOptimization

Location-based

content and

offers

Real-time

experience and

content

personalization

Next-generation

next-best offer

and commerce

AudienceAnalysis &

Engagement

Buying

signal

analysis

Customer 360°

omni-channel

repository

“On-the-fly”

behavioral micro-

segmentation

MarketingEffectiveness

Brand

monitoring

Omni-channel

attribution

Media mix

optimization

Real-time ad and

promotional

optimization

MarketingPlanning

Market simulation

and gaming

Predictive

modeling and

analysis

Holistic

campaign

planning

Marketing

ROI and

program

reporting

Social media /

networking

Discovery

analysis

ALL IN A DAY’S WORK

CMO

FutureInnovation

ContentOptimization

Location-based

content and

offers

Real-time

experience and

content

personalization

Next-generation

next-best offer

and commerce

AudienceAnalysis &

Engagement

Buying

signal

analysis

Customer 360°

omni-channel

repository

“On-the-fly”

behavioral micro-

segmentation

MarketingEffectiveness

Brand

monitoring

Omni-channel

attribution

Media mix

optimization

Real-time ad and

promotional

optimization

MarketingPlanning

Market simulation

and gaming

Predictive

modeling and

analysis

Holistic

campaign

planning

Marketing

ROI and

program

reporting

Known and

unknown

competition

Social media /

networking

Discovery

analysisSales impact

THE MARKETING MANIFESTO FOR

THE DIGITAL WORLD

“There is no question that retaining customers is

vital to business. Conventional wisdom tells us that it

is easier (and cheaper) to sell to a current customer

than to acquire a new one.”1

Assemble DataEngage

CustomersTransform Brand

Experiences

1“Keeping Customers: Successful Loyalty through Analytics,” on iianalytics.com.

WAIT, 360 IS NOT ENOUGH?

Create the Segment of 1

GET A HOLISTIC CUSTOMER VIEW

The Segment of 1 is now 1 plus a

network

THE 360°VIEW IS NECESSARY BUT NO

LONGER SUFFICIENT

FROM DOT…

TO DOT…

TO BUILDING THE COMPLETE PICTURE

SO HOW DO YOU BUILD THIS

COVETED VIEW?

15

Enable business analysts to unleash true discovery power of graph analytics, to discover the “unknown unknowns,” create heat maps of relationships, uncover cause, effect and influence in associations of data

Graph Analytics

“If you haven’t yet heard of graph databases, get ready. They’re the

next hot ticket in a world consumed by big data, analytics and the

Internet of Things.”

- Virginia Backaitis

“Graph analytics can

extend the potential value

of current data discovery

capabilities, which will

increase its adoption.”

- Gartner Hype Cycle for

Big Data, 2014

GRAPH ANALYTICS IS HOT

GRAPH IS NEXT BIG OPPORTUNITY IN

ANALYTICS

Structured/ Slowly

Changing Data

Unstructured /

Rapidly Evolving

Data

Static AnalysisAnalytic Complexity

DATA

SOURCE

ANALYTICS

- Who influences whom?

- What follows what?

- Who looks the same?...

- What looks the same?

- Time to answer

High ROI Analytics

SQL/RDBMS

BREAKING IT DOWN INTO SIMPLE TERMS

WHAT CAN YOU DO WITH GRAPH?

LET ANALYTICS BLUEPRINTS DO

YOUR HEAVY LIFTING

MARKETERS NEED PURPOSE- BUILT

BLUEPRINTS FOR CRITICAL BUSINESS

CHALLENGES

Choose from 1 or all 7 Customer Analytics Blueprints

SET A CLEAR PATH WITH ANALYTICS

BLUEPRINTS

Deliver Automated Marketing to the One

CREATE MICRO-SEGMENTS

CONNECT ANALYZE ACT

CRM Account Info and

Demographics

EDW Transaction History

Social MediaKeywords

Combine Data Load

Into Hadoop

Connect to Text Mining Application

Database Connection

to EDW

Connect to Flat Files

Purchased Lifestyle Trends

Purchased Household Information

Purchased Demographics

API Level Connection

to CRM

Connect to Flat Files

Connect to Flat Files

Load Into Hadoop

IncreaseCampaign Revenue

IncreaseCustomer Satisfaction

/ Loyalty

CustomizeInbound

Response

Customer Match

JoinDerive

AggregatePrepare

VariableTerm

ProfitabilityForecasts

MicroSegmentation

Model

SocialNetwork

InfluencerScore

Optimize OutboundMarketing

Mobile And Web Behavior

Intelligence

CaptureActivity AndFollowership

Data

BIG DATA 2.0

MICRO-SEGMENTATION BLUEPRINT

“[We only have] a matter of minutes to serve up ads to people who have demonstrated an interest in travel before they book. Going from hours to minutes on segment creation and publishing is a huge win for us.”

CTO, Leading Internet Corporation

Rapid data analysis of 183 million users of 180 countries in 40 languages

Banner ads automated based on live conversations

Optimized media placement across 10B media impressions per month, regularly delivering 10,000 segmentations in 24 hours

Scaled to 80Tb of data in-memory. 24/7 ad hoc reporting for 400 million unique users

10,000 customer segments & 50,000 attributes recalculated 20X a day; plus more than 300,000,000 daily ad optimizations

INCREASE REVENUES FROM AD

OPTIMIZATION

Predict and influence what customers do next

PREDICT THE NEXT BEST ACTION

Mobile Device Data in Hadoop

Projected Product Supply

Customize Inbound

Response

CONNECT ANALYZE ACT

Connect to Text

Customer MatchJoin

DeriveAggregate

Prepare

Business Rule Triggers

CustomerLifetime Value / Near- Term Value Scores

Personalized Next Best Action

Recommendation

Optimize OutboundMarketing

BuildCustomer

Profile

Aggregate and

DiscoverProduct

History by Customer

Capture Campaign Rules and Objectives

Customer Match Join

DeriveAggregate

Prepare

Web Behavior

Account Info and Demographics

TransactionHistory

Real- Time DigitalMedia Feeds

Marketing Automation

IncreaseCustomer Loyalty

Improve Supply Chain Management

IncreaseCampaign Revenue

Increase Call Center Profits

Web Activity

Mobile Behavior

Quantify Social Activity

API Level Connection to

Marketing Automation

Connect to HDFS

Connect to HDFS

Database Level

Connection

API Level Connection

to CRM

Predictive Product Model

Predictive Product Model

Predictive Product Model

Predictive Product Model

Predictive Product Model

Predictive Product Model

BIG DATA 2.0

NEXT BEST ACTION BLUEPRINT

LET’S TALK BEST PRACTICES

BEST PRACTICES

29

Take Action in Real Time

Discover without

Limitations

Increase Prediction Accuracy

• Customer records

• Transaction records

• Web scrapes

• Call center notes

• Digital media feeds

• Hadoop logs and text files

• ePOS Receipts

• 30,000 ad campaigns

• ERP system

… and more

TAKE ACTION IN REAL TIME

Take Big Data Information

Flows

Extract Signals Through

Advanced Analytics

Send Out Personalized Prescriptive

Actions

• Who is loyal

• Who is likely to churn

• Who is a repeat customer

• Who is willing to buy more

• Who will respond to an ad

• Who is profitable now

• Who is profitable long-term

• What should be my next offer

• How can I influence customer behavior? …and more

• Proactively offer retention bonus to potential churner

• Send mobile coupon to customer as they walk by your store

• Provide tailored campaign based on individual preferences

Connect Analyze Act

DISCOVER WITHOUT LIMITATIONS

Copyright © 2014 IIA All Rights Reserved

INCREASE PREDICTION ACCURACY

Copyright © 2014 IIA All Rights Reserved

LEARN MORE

• Learn more about Actian’s Customer Analytics

Blueprints www.actian.com/customer-analytics

• Download the paper, “Elevating Customer

Analytics” on www.actian.com/resources/

Christy Maver@cdmaverchristy.maver@actian.comwww.actian.com

Questions And Answers

research@iianalytics.com