big data workshop september 2014

Copyright BusinessMinds 2014

Big Data Strategy for Competitive

Advantage

By BusinessMinds 2014


Kl. 14 Introduktion til Big Data - eksempler

Kl. 15 Workshop – Jeres egen Big Data plan

Kl. 16 Kaffepause

Kl. 16:20 Plenum – vi ser planerne

Kl. 17 Hvordan kommer vi igang?

Kl. 18 Middag

Agenda


Big Data you already have…

Where is Big Data Collected?


Existing Sources - Unstructured Data •  Customer Communication

•  Notes, Complaints, Emails, Voice Recordings

•  Forms •  Claims, Invoices, Orders •  Product and Credit

Applications •  Documents

•  Employee profiles, Reports/surveys, Regulatory compliance reports

•  Email Correspondence •  Document Repositories

•  White Papers, Marketing Material

What Information Does Big Data Hold?

Unstructured Data - New Sources •  Weblogs

•  monitoring customer visits, Click Streams

•  Social Media Content •  Tweets, Status Updates, Blogs

•  Location Data •  from Smart Phones (and

other devices) •  Sensor Data

•  including Surveillance Videos, Radars, Sonar instruments, TV, Film, GPS, Accelerometers

•  Multi Media Contents •  Audio, Video, Text •  Telemarketing Voice calls

•  Radio Frequency Identification Tags

Big V’s: Volume Velocity Variety Veracity

Traditional Sources – Structured •  SMEs

•  Sales records, delivery records, purchase orders

•  Telcos •  Network Traffic, Call Detail

Records (CDRs) •  Banks

•  Bank payments, Credit Card Transactions

Structured Unstructured Tradi/onal

Unstructured New


Kundens købsproces Kundetilgang og fastholdelse

Forståelse af kunde

Overvejelser

Informa=ons-‐ søgning

Købsbeslutning

Loyalitet

Oplevelse


Kundetilgang og kundefastholdelse ved brug af big data

Forståelse af kunde

Overvejelser


Købsbeslutning

Loyalitet

Oplevelse

SÅ

HØSTE

UDVIKLE



Forståelse af kunde Trigger

Sociale medier

Website & kampagner

Kundefastholdelse

Kundeindsigts-‐ mål

Recommender system

Overvejelser


Købsbeslutning

Loyalitet

Oplevelse

Segmentering


A reason for big data

hPp://maersklinesocial.com/why-‐social-‐media/


Social Listening Sentiment Analysis Process Flow

Web Crawling

Determine overall and product-level sentiment scores

Word Frequency

NLP

SVM/ Clusteri

ng

Sentiment Analysis

Visualization

Document

Processing


Bank Sentiment Score Trend (Monthly)

The trend is that there were always more unhappy than happy customers. Excep=ons were on Feb-‐March 2012 where there were about the same, or even slightly more happy customers.


Social media usage (Source: Buyersphere 2013, Base One)


Respondents were asked to rate on a scale of 10-‐1 how useful they would say social media is to them, as professionals

They were also asked how much influence they would say social media had had on their buying process and decision, in this par=cular case

Usefulness of social media (Source: Buyersphere 2013, Base One)


Social Media Create a company page




Sociale medier

Website & kampagner

Kundefastholdelse


Recommender system

Overvejelser


Købsbeslutning

Loyalitet

Oplevelse

Segmentering


Know your customer - newsletter




Sociale medier

Website & kampagner

Kundefastholdelse


Recommender system

Overvejelser


Købsbeslutning

Loyalitet

Oplevelse

Segmentering


High Profile Big Data Use All companies can do this!

Amazon offers books frequently bought by purchases of the book you order.




Sociale medier

Website & kampagner

Kundefastholdelse


Recommender system

Overvejelser


Købsbeslutning

Loyalitet

Oplevelse

Segmentering


Drivkrafter bag loyalitet og kundefrafald

Kundens beslutning om at forlade virksomheden skyldes: •  74% - Dårlig kundeservice •  32% - Dårlig kvalitet •  25% - Pris Virksomhederne tror, at kunden forlader virksomheden pga: •  49% - Pris •  36% - Kundens behov har ændret sig •  22% - Dårlig kundeservice

Undersøgelse fra CRMguru.com . med mulighed for at angive flere svar.

‘The high-‐value, loyal, returning, sa=sfied, profitable customer is the key focal point for profitable and growth organiza=ons throughout the world.’ Ronald S. Swie (2001).


Lapse Prevention Example: Insight to Action

Claim Refused

Customer Unhappywith Claim Result

PriceJump sinceLast Year

AggressiveCompetitor's Pricingfor Products Held...

Customer Searchedfor "close account"/"termination" on...

CustomerUnsubscribed fromoffers/newsletters

No contact sincelast renewal

CustomerRequested OnlineQuote from...

Customer ReviewedFAQs

Customer BrowsedInsurance Products

Already Held

1.  Kunden er længere om at acceptere =lbud 2.  Kontakten med kundens ledelse bliver

mindre 3.  Planlægning af arbejde for kunden bliver

mere og mere kortsigtet 4.  Kunden stopper med at købe et eller flere

produkter/services 5.  Omsætning fra kunden er faldende ‘Typisk hører virksomheden kun fra 4% af kunderne’. Kilde: Customer Loyalty, Jill Griffin

Identify Customers at

Risk

Develop Individual

Risk Profile

Identify Lapse

Triggers

Take Personalised

Action


Workshop 15:05 – 16:05


Præsentation af udvalgte planer 16:20 – 17:00


Next steps med Big Data 17:00 – 18:00


‘Passager Information’ – insight for strategic and operational handling

Reviews: 573 Average: 2,2 (af 0-‐10)

No of posts: 1.200

1 Create model

Sen=ment analysis

2 Use model

3 Create analysis

Brand protec=on BePer informa=on Faster informa=on BePer targePed informa=on


Negative and positive words

Posi=ve Nega=ve


The purpose of using social media in business is to •  build brand awareness •  generate leads •  recruit employees There are many examples of small companies listening on social media and reacting with excellent service – convert critics to ambassadors Very few examples of small B2B use Note that business buyers use industry specific forums and LinkedIn more than traditional social media (e.g:socialmedialab2b.com, bit.ly/buyersphereblog)

Some research findings


•  Decision making is based more on logic than emotion •  Cost of a sale is more expensive •  Time to make a sale takes longer •  Businesses work to streamline the buying process to save time

and money •  Multiple people are involved in the process http://barnraisersllc.com/2014/05/b2b-case-studies-prove-social-media-roi/

Difference between B2B and B2C marketing


•  Automation of Leads Process •  Smart Allocation

•  1 month pilot project •  Based on previous historic data •  3 weeks to implement

Australian Case Studies

Results aeer implementa=on: •  66% improvement in providing feedback •  77% increase in closing sale

Results from day 1: •  Immediate 19% increase in sales


New Sources

Internet Social media Other big data

New Tools

New Challenges

Big Data Mindset

Adjusted Organisa=on

Idea

PoC

Strategic decision

Implement

Follow up

Revised Business Processes


Best Approach for New Technology

Dip toe in Water not crash-dive

$$$ $$ $

$ $

$$ $

$ $ $ $ $ $

Deliver Proven Concept Risk Wastage

$$$ $$ $


Big Data is not a technology problem •  Hadoop •  MapReduce •  Massively parallel •  SAS •  Teradata •  Oracle •  Netezza •  IBM •  Microsoft •  SAP •  HP Don’t get caught in the technology

merry-go-round

Don’t let technology in the driving seat


Our Proposal

Ø  Overview of Your Business o  Business Objectives from Big Data o  Big Data Sources available o  Prioritise Use Cases

Ø  Proof of Concept o  Load required data on our platform o  Conduct Proof-of-Concept o  Present Insights

Ø  Implementation and Roadmap o  Integration with existing IT Infrastructure o  Changes to Processes and Organisation o  Step by Step Plan for Big Data Projects

Consultant You

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BA Boy


Thank you

BUSINESSMINDS DENMARK Lyngby Hovegade 96, Stuen

2800 Kogens Lyngby, Tel +45 4275 1944

BUSINESSMINDS AUSTRALIA

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Tel: +61 2 8004 0310

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BusinessMinds Clients

big data workshop september 2014

Economy & Finance