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Using Big Data & Analytics To
Enhance Marketing ROI & Drive
Revenue Growth
Presenter: Guha Athreya
Sr. Manager, Customer Analytics
Venue: Predictive Analytics World, Boston
Sep 29 – Oct 3, 2013
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AbsolutData Snapshot
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• Help forward looking organizations excel through optimal use of data
• Deliver consulting-oriented advanced analytics services to a global client base
Services Provided
CRM
Analytics
Marketing Effectiveness Analytics
Data Visualization & Reporting
Market Research & Business Research
Big Data
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The challenge in driving Marketing ROI and enhancing Revenue Growth
We can only improve what we can measure…
…today, adding the “claimed impact” across on-line and off-line channels results in a number greater than the revenue of the enterprise
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The Root Causes….
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Revenue is impacted by many drivers beyond just Media & Marketing
Investments
Media channels work together, but each channel reports all of the synergies
Media• On-line• Offline
Other Marketing Effort• CRM
• Pricing• Distribution
External• Competition • Technology• Macro economics
Operations• Supply• CSAT
Revenue
Prediction
Misguided modeling efforts result in over-fitting History but miss Prediction Accuracy
History
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A Holistic Approach to Revenue Attribution
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Other Drivers
Services, Capacity, Quality etc.
TV Radio PrintSearchSocial Media
Off-LineOn-Line
Strategic Business Units
Brands / Regions / Channels
Loyalty Others
One to One
Marketing
Enterprise Revenue
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Two Pre-requisites for Revenue Attribution using Big Data
Organized integration of disparate data sources
• Transactions
• On-line behavior
• Sales and channels
• Media spend and impressions
• Social media and sentiment
• 3rd Party
• Competition
• Customer satisfaction
• Brand equity
• Other primary & secondary research
• Loyalty program
• Direct Marketing
• Macro economics
Data should determine choice of tools and techniques (not vice versa)
• Ensemble models and a hierarchical approach work best
• Modeling methodologies including OLS, HB reg, Pathway Analysis and Discrete Choice Models
• Tools and Platforms include R, Excel VBA, Java etc
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Point of Arrival – A Dashboard with Scenario Planning & Simulation Capabilities enables Optimization
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Model Validation & Updating
Volume Drivers What – if Simulation
On-line Application
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Building A Global Knowledge Base across Regions & Industry Verticals
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…Consumer Durables…Telecom…Electronics….Retail…CPG…Banking…E-Commerce…
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THANKYOU
