big data for the cmo
Post on 14-Jan-2015
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AlpineNow.com
Bruno Aziza, CMObruno@alpinenow.com
ADVANCED ANALYTICS FOR BIG DATA
AlpineNow.com
THE MARKETING OPPORTUNITYWHAT SUCCESS LOOKS LIKE
HOW ALPINE CAN HELP
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I KNOW HALF THE MONEY I SPEND IS WASTED, TROUBLE IS….I DON’T KNOW WHICH HALF! John Wanamaker
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Marketing = Revenue GenerationCMO spend more then CIOs by 2017Marketers changing (Lean, Growth
Hacking)
The Good News
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More Good News
Revenue GenerationBest-In-Class contribute to 82% of revenue(Laggards 25%)
Customer RetentionBest-In-Class rate is 86% of revenue(Laggards 68%)
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Big Data is Hard, Long and ExpensiveBig Data requires Data ScientistsBig Data requires I.T., Hardware and
Code
Did Big Data Kill the Radio Star?
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AlpineNow.com AlpineNow.com8
Data = Value
One the World’s Fastest Growing Media Agency
$2B in 2013, 126 Markets
From 5 Channels to 10 in less than 10 Years(Google in 1998, Facebook in 2004, Twitter in 2006)
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Marketing = Science
Havas was a “No Sampling Analytics” Pioneer
Did “Big Data” before it was called “Big Data”
Data @ the center of “Meaningful Connections”
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Code Free and Agile
“A process that used to take months can now be
done in just a few hours”
1000’s of lines of code replaced by 2 visual workflows
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Who Else Uses Alpine?
CHURN PREDICTION
OPTIMIZATION AND ATTRIBUTION
SIMULATION AND RECOMMENDATION
and many more
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A New Approach
Code FreeCollaborativeLightweight, Big Impact
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Code Free
Cutting-Edge AlgorithmsRidiculously Simple UIHassle-Free Hadoop
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Collaborative
Data, People, Insights in One Place
Agile, Iterative and Team-BasedSecure and Transparent
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Lightweight, Big Impact
End-to-End Analytics ProcessingIn-Cluster™: No Data MovementZero Footprint, Friction-Free
Iterations
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How Advanced Analytics Used to Work
Collection involved multiple people, many steps and could take weeks or months.
Development was built on data extracts using scripts or code.
Iteration was expensive, offered little feedback or opportunity for collaboration.
PULL CLEANSE & MODEL EVALUATE DEPLOY
©2013 Alpine Data Labs | www.alpinenow.com
Time to Insight: Measured in WEEKS & MONTHS
Manual Process
No Self-Service
Spreadsheet-Centric
Not Re-usable
AlpineNow.com
How Advanced Analytics Used to Work
Collection involved multiple people, many steps and could take weeks or months.
Development was built on data extracts using scripts or code.
Iteration was expensive, offered little feedback or opportunity for collaboration.
PULL CLEANSE & MODEL EVALUATE DEPLOY
©2013 Alpine Data Labs | www.alpinenow.com
Time to Insight: Measured in WEEKS & MONTHS
Manual Process
No Self-Service
Spreadsheet-Centric
Not Re-usable
AlpineNow.com
Collection is done by the Data Analyst.
Development is built on the entire dataset in a visual manner.
Iteration is inexpensive, provides feedback, supported by a collaborative platform.
How it Works with AlpineMANAGE EXPLORE
ANALYZE BUILD
COLLABORATE
©2013 Alpine Data Labs | www.alpinenow.com
Time to Insight: Measured in HOURS & DAYS
Automated Process
Self-Serve and Visual
RepeatableTeam-Based and Flexible
AlpineNow.com
Collection is done by the Data Analyst.
Development is built on the entire dataset in a visual manner.
Iteration is inexpensive, provides feedback, supported by a collaborative platform.
How it Works with AlpineMANAGE EXPLORE
ANALYZE BUILD
COLLABORATE
©2013 Alpine Data Labs | www.alpinenow.com
Time to Insight: Measured in HOURS & DAYS
Automated Process
Self-Serve and Visual
RepeatableTeam-Based and Flexible
AlpineNow.com
Explore Automated Process
Self-Serve and Visual
Discover Initiatives
Browse Content and Data
Find Experts, Assemble Teams
Create Sandbox, Add Data Services
Manage Projects, Models and Initiatives
Create a shared, searchable repository of all your analytics: data, code, models and insights
©2013 Alpine Data Labs | www.alpinenow.com
Get to Business in 1/10th of the Time
AlpineNow.com
Explore Automated Process
Self-Serve and Visual
Discover Initiatives
Browse Content and Data
Find Experts, Assemble Teams
Create Sandbox, Add Data Services
Manage Projects, Models and Initiatives
Create a shared, searchable repository of all your analytics: data, code, models and insights
Get to Business in 1/10th of the time
©2013 Alpine Data Labs | www.alpinenow.com
AlpineNow.com
Work with Comprehensive Visualization & Chart Types
Apply Data Integration and Transformation Code-Free
Run Instructions to Hadoop without learning MapReduce
Automate and Schedule Procedures, Write-back without Scripts
Test and Model in minutes using full Statistical Package including Time-Series Analysis, Classification, Regression, Decision Trees and more
Scale to Billions of rows and terabyte-sized datasets effortlessly
Build and Analyze
©2013 Alpine Data Labs | www.alpinenow.com
Reduce the Cost of iteration by 100 Times
AlpineNow.com
Work with Comprehensive Visualization & Chart Types
Apply Data Integration and Transformation Code-Free
Run Instructions to Hadoop without learning MapReduce
Automate and Schedule Procedures, Write-back without Scripts
Test and Model in minutes using full Statistical Package including Time-Series Analysis, Classification, Regression, Decision Trees and more
Scale to Billions of rows and terabyte-sized datasets effortlessly
Build and Analyze
Reduce the Cost of iteration by 100 times
©2013 Alpine Data Labs | www.alpinenow.com
AlpineNow.com
Collaborate on Projects in Multi-User Mode
Share Models, Libraries and Custom Flows
Re-use Objects, Workflows and Projects
Govern Flows, Processes and Procedures
Track changes, results and comment.
Secure and Manage Access
Manage and CollaborateOperations Marketing
EngineersSales
Data scientists Management
©2013 Alpine Data Labs | www.alpinenow.com
100X Impact W/O Compromising Security& longevity of the Solution
AlpineNow.com
Collaborate on Projects in Multi-User Mode
Share Models, Libraries and Custom Flows
Re-use Objects, Workflows and Projects
Govern Flows, Processes and Procedures
Track changes, results and comment.
Secure and Manage Access
Manage and Collaborate
100X Impact W/O Compromising Security & Longevity of the Solution
Operations Marketing
EngineersSales
Data scientists Management
©2013 Alpine Data Labs | www.alpinenow.com
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