metrİc - analytical marketing
DESCRIPTION
Bayi ağınızı, acentalarınızı, şubelerinizi, satış organizasyonunuzu yeni SAP BusinessObjects çözümleri ile nasıl daha etkin yönetebileceğinizi Metric salonunda paylaşıyoruz.TRANSCRIPT
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ANALYTICAL MARKETING
Yasemin Bakan
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© 2014 Metric 2
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© 2014 Metric 3
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© 2014 Metric 4
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© 2014 Metric 5
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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© 2014 Metric 6
The #1 Use of Big Data
Source: McKinsey
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© 2014 Metric 7
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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© 2014 Metric 8
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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© 2014 Metric 9
Which Business Decisions Benefit Most From Big Data?
Source: McKinsey
Market opportunity and segmentation
Customer retention
Products and service mix
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© 2014 Metric 10
Examples of ROI Delivered
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Use Cases
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© 2014 Metric 12
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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© 2014 Metric 13
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© 2014 Metric 14
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© 2014 Metric 15
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© 2014 Metric 16
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© 2014 Metric 17