predicitve analytics for marketing 05 21-2014 shree dandekar
DESCRIPTION
Presentation on Predictive Analytics use cases for marketing. Presented at Digital Analytics AssociationTRANSCRIPT
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Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
Where Predictive Analytics can have a real marketing impact… Shree Dandekar Sr. Director, BI/Analytics Dell Software Group
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Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
Leveraging Data & Analytics presents enormous potential for organizations
of CIO’s say they plan to expand Analytics this year or next
Ranking of Analytics & BI in Gartner CIO survey of top technology priorities (2013)
Employment opportunity. By 2015, 4.4M IT jobs globally will be created to support big data, 1.9M IT jobs in US alone!
#1 70% 1.8ZB #1 57% of mid-market companies consider business analytics critical to operations
90% of all the data in the world has been generated over the last two years
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Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
The potential benefits are real and are already being experienced today!
Which statement best describes the value you’ve seen from your predictive analytics efforts?
We have measured positive top- and bottom-line impact
We have measured top-line impact only
We believe that we have become more effective, but can’t measure top-line impact
We have measured a cost reduction only
We believe we have become more efficient, but cannot measure impact
We have gained more insight
36%
7%
18%
2%
12%
25%
Based on 126 active respondents.
Companies that rate themselves substantially ahead of their peers in their use of data are
more likely to rate themselves as substantially ahead in financial performance, according to findings from the Economist Intelligence Unit.
Information Week: State of Analytics report Dec 2013
www.cio.com/article/730457/Data_Driven_Companies_Outperform_Competitors_Financially?page=2&taxonomyId=3002
3X
Initial data recording and archiving: begin data recording and very basic ad hoc analysis
“Who or what are my top ten customers & products”
Storing and Modeling: Consolidate data into efficient storage, integrate silo’d data, and apply data quality measures
“How do I best model my business processes and manage data?”
Agility and interactivity for KPIs: Run the business using standardized metrics for rapid response to business changes
“How are we performing? Where do we change or expand?”
Predictions based on trends: Predict future buying trends based on past behavior and financial status
“What is the optimal inventory based on historical trend?
Customer behavioral insights: Learn what my customers think about my company, product, service in real-time.
“Would they recommend us to a friend?” “What is my organization’s Net Promoter Score?”*
Predictive analytics
Proactive reporting
Information consolidation
Casual data access and analysis
Cognitive
analytics
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What do you want to achieve?
The journey: Turning insights to business outcomes
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Building blocks for Predictive analytics
Business value Capabilities
Pivot tables and operational reporting
Data modeling, database architecture, data warehouse design, data profiling
Data cleansing, MDM, transformation, data mart design,
data staging, change data capture
Social listening & modeling, sentiment analysis, mashup modeling, pattern recognition
Data governance, data quality BI & dashboards, KPI metric design
Data mining, cause & effect analysis, forecast modeling,
trend metrics definition Predictive analytics
Proactive reporting
Information consolidation
Casual data access and analysis
Cognitive
analytics
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Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
What can predictive analytics tell you?
Courtesy: Gartner
August 2006 Blog outreach expanded beyond tech Support
March 2008 Accepted Solutions launched on Community Dell France begins Online Community Outreach
December 2006 Ratings and reviews launched on Dell.com
July 2006 Direct2Dell launched Today Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.
February 2006 Michael Dell asks Why don’t we reach out and help
bloggers with tech support issues?
February 2007 IdeaStorm launched A voting based site allowing customers and others to submit ideas for Dell.
June 2007 Dell joins Twitter Sells millions in the first year
October 2007 Community VIP program launched Dell launches recognition program for our most active community members, with private groups and escalated access.
June 2006 Dell TechCenter launched
March 2010 Dell joins Sina Weibo in China
2006 2007 2008 2009 2010 2011
March 2012 Dell and Red Cross launch Digital Operations Center Dell solutions provide the Red Cross with innovative ways to help Americans impacted by disaster
August 2010 Social Media & Community University (SMaC U) launched 5,000 team members trained by end of year
June 2010 CAP Days launched In-person events for vocal online customers
December 2010 Social Media Listening Command Center launched
More than seven years of social media experience
2013 2012
June 2007 EmployeeStorm launched IdeaStorm for employees
August 2009 Swarm Canada launches Group buying program goes live throughout Canada
May 2009 Swarm launches Group buying program goes live, in Singapore
Feb 2009 Social Innovation Competition Built on IdeaStorm rewarding global social innovation
July 2011 Michael Dell joins Google+ Jumps to #50 in followers, holds first Dell Hangout
July 2010 Michael Dell on Dell Chatter Rolls it out company-wide
July 2011 Dell launches global G+ site
Feb 2012 Dell joins Pinterest
October 2012 Dell launches Subject Matter Expert social media program
January 2013 Dell Launches Social Net Advocacy Real time social sentiment tool
December 2012 Dell launches Social Media Services Group
January 2011 Think Tank program launched
October 2011 Dell launches phase two of VIP program Brings enhanced advocacy relationship to our most passionate community members
October 2009 Dell joins Renren
September 2008 Dell launches Yammer First enterprise social network
October 2009 SMaC organization launched Cross-functional central organization
January 2010 Social Outreach Services team formed @DellCares launched 3 months later
Shifts have happened
everywhere Participants Shifted Authority Shifted
Conversation Shifted
The Screen Shifted
CMO’s are exploring new opportunities by leveraging shifts in marketing
Need for new solutions…
• Majority of social media posts classified as neutral
Poor Sentiment Accuracy
• No actionable insights No Contextual
Information
• Pretty graphs/charts/reports but what is important?
Too many metrics
• How to integrate social in your business? Not easy of Use
Context is key for Business Insights
Clarabridge tagging is by topic
Sentence Topic Sentiment Intensity
1 Hard Drive (-) -2
1 Mini 9 (-) -2
2 Hard Drive Neutral 0
3 Hard Drive (+) 2
Radian6 tagging is at the Post levelSentence Topic Sentiment Intensity
NA Dell Neutral NA
separates into 3 distinct clauses
and assigns sentiment by
topic/context for each clause. Actual Social Media Example Post from Blogspot.com
1) "(More customer reviews)I purchased this drive to repair/upgrade a dead drive in a Dell Mini 9
3) The 16gb was a nice addition, and it was instantly recognized in BIOS, and booted just fine with my XP/USB install"
2) which originally came with an 8GB PCIE SSD.
identifies single topic and
assigns sentiment to entire post.
“(More customer reviews)I purchased this drive to repair/upgrade a dead drive in a Dell Mini 9 which originally came with an 8G PCI SSD. The 16gb was a nice addition, and it was instantly recognized in BIOS, and booted just fine with my XPS/USB install”
Customer quote
Actual sentiment/topic assignment…
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Social ROI
Sentiment Gravity
(degree of sentiment)
Domain Influence
Author Credibility
Relevance
What?
• Dynamic • Real-time
• Capture positive / negative opinion
• Analyze at conversation / sentence / topic level
• Analyze context and recency (comment about recent product or EOL product)
• Look for language indicating place in buying cycle
• Segment authors on demographics, sociographics, past transactions, “bias” and the number and “type” of stakeholders they can likely influence
• Take into account where the comment originated
• Recognize that a comment made on WSJ/Forbes is more significant than personal Facebook page
How? Where? Who? When? Why?
What if ….
• Capture degree of sentiment on -5 to 5 scale
• Differentiate between “I like my Dell” and “I love my Dell.”
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Deriving actionable insights through social media conversations
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1 2 3 4 5
Listen: More than 25K Dell conversations every day
Enrich: Filter, categorize and determine sentiment using best-in class NLP and Text Analytics engine
Collate: Calculate metrics -which represents overall brand advocacy and the advocacy behind individual contributing facets of the product / business
Deliver: Real-time tool for tracking and monitoring SNA and actionable insights for business managers
Aggregate: Aggregate all conversations pertaining to Dell / industry / competitors
Confidential
4,328
2,477 2,042
688 1,520
3,024 36 36 32
48
30
41
0
1000
2000
3000
4000
5000
-
10
20
30
40
50
1/10 1/17 1/24 1/31 2/7 2/14
Vo
lum
e o
f C
on
ve
rsa
tio
ns
SN
A XPS 13 - SNA and Conversations
Volume of Conversations SNARevenue
Re
ve
nu
e
Optimizing product pricing strategy using Social Media analytics
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Dell - Critical Handling - Confidential
Social Media analytics to predict real-time NPS
16
0
2
4
6
8
22
24
26
28
30
Q1 Q2 Q3
NPS
SNA
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Confidential
Using relevant chatter to quickly rectify support issues
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0
50
100
0
2
4
6
8
10
12
14
Vo
lum
e o
f C
on
vers
atio
ns
(k)
SNA
SNA Wireless Battery Keyboard
Dell - Critical Handling - Confidential
Improved Search Engine Optimization
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Listen to Social Media Conversations
Apply Listening Algorithm and Identify Buzzwords
•Touch screen laptop
•Tablet laptop
•Duo laptop
•And others…
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Confidential
CMOs dashboard using Social Media Analytics
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Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
Over 30 years of Information Management software experience
Tool for Oracle Application Development born in 90’s
Quest Software acquires TOAD in 1998
TOAD expands support for Microsoft SQL Server, Sybase, IBM DB2, and MySQL in 2000’s
In 2009, TOAD supports NoSQL, Hadoop, MongoDB, Cassandra, SimpleDB, Azure
Later in 2009 Toad Data Point is launched for data analysts
2010 Dell Acquires Boomi
2011 Toad Decision Point is launched for business users
2012 Toad Intelligence Central launched for collaboration
2012 Dell acquires Quest Software & Kitenga Big Data Analytics
2013 Toad BI Suite 2.0
Boomi Created in 2000
2013 Boomi MDM launched
Social Network Analytics Plaftorm
Quest creates SharePlex in 1999
Quest creates Spotlight in 2000
2012 Dell launches Quickstart Data Warehouse to solve needs of SMB
2014 Dell Acquires StatSoft
Dell & StatSoft founded in 1984
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Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
New demands require new data management models and integrated end-to-end solutions
Store Secure Manage Integrate Analyze
The right data in the right place at the right time at the right cost… To make the right decisions!
- Dell Information Ecosystem -
Protect
Information Management
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Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
In Closing…
• Start with a sound Data management foundation
• You can change your business future by using forecasts that are predictive
• The value of predictions is in the action taken; Mix forecasts with context
• Social ROI is not a myth!
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Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
BACKUP
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Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
Social Media maturity cycle
Data recording and Listening
1
Ad-hoc approach Optimized approach
Sentiment Analysis
2
Engagement
3
Customer Care
4
Social ROI
5
Social CRM
6
• Customer sentiment by topics/ Social Properties
• Influencers Vs. Detractor identification
• Marketing automation
• Lead generation
• Content curation
• Social Selling
• Promotions
• Early warning system
• Campaign effectiveness
• Customer feedback metrics
• Competitive intelligence
• Product ideation
• Brand reputation measurement
• Creating brand presence
• Building communities
• Social KPI’s • Social
Dashboards
• Social content creation
• Engaging stakeholders (internal/ external)
• Aggregating Social data
• Data filtering
• Trend monitoring
• Share of voice
• Segmenting data by Social properties
• Reporting
• Geo location
• Customer interaction
• Social Outreach
• Product Design
• Proactive customer care content creation