ANALYTICAL MARKETING

Yasemin Bakan

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Biiiiig Data!

( 3.5 Zettabyte = 35,000,000,000,000,000,000,000 bytes )

90% of it was created in the last two years!

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The #1 Use of Big Data

Source: McKinsey

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Easy to Use Time to Market More Models

Fully automated modeling

process

• Regression

• Classification

• Segmentation

• Time series forecasting

• Association rules

Identify key variables

Executive and operational

reports

SAP InfiniteInsight

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How to manage The Big Data?

SAP HANA ( In Memory Appliance )

HADOOP Sybase IQSybase Event

Stream Processing

Unstructure Data Structured Data Real-Time Data

Predictive

Text Mining

Smart Data AccessBPCBWCRMERP

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Which Business Decisions Benefit Most From Big Data?

Source: McKinsey

Market opportunity and segmentation

Customer retention

Products and service mix

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Examples of ROI Delivered

Use Cases

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AcquisitionCross-

Sell

Up-Sell

Retention Win Back

Segmentation &

Targeting

Product

Propensity

Models

Retention

Models

Social Networks

Targeting

Lif

eti

me

Va

lue

Net Profit

Net Loss

Different Types of Models Over Time

Activ

ation

Utiliz

ation Renewal Customer

Churn

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Thank youYasemin Bakan

Project Manager / Senior BI Consultant

yasemin.bakan@metric.net