steven cosgrove skills for a newmr world 2016

DataAc'va'ontoMaximizeMarketResearchEfficacy–NewMRWebinarStevenCosgrove,DataAc1va,2016

DataAc'va'on

Dr.StevenCosgrove

DataAc'vaUG

20October2016

Data Activation to Maximize Market Research Efficacy


OverviewDataac1va1onini1a1vesarebeinglaunchedinmanycompaniesworldwide,asmanagers,administrators,andanalystslearntoac1vateandlinkvariousstreamsofstructured(rela1onaldatabasesspreadsheetsandevenXMLfiles)andunstructureddata(wordprocessingdocuments,PDFfiles,e-mailmessages,blogs,Webpages,video,picturesandsocialsites)intoac1onableanaly1cs,reports,andmobileapplica1onsforeveryoneintheorganiza1on.

Whiletheadvantagesofdataac1va1onarewelldocumented,theyshouldbeseenaspartofadelibera1veprocess,whosesuccessdependsontechnologyplaNorms(BusinessIntelligence(BI)andAnaly1cs),managementbuy-in,aswellaswell-designedrobustanaly1cs.

Ourcompany,DataAc1va,ac1vatesstreamsofstructuredandunstructureddatainordertoop1mizedata-drivendecisionmaking.Weconsiderdataac1va1ontobeatremendousopportunitytoenhanceandeventransformhowyourunyourbusiness.Inthispresenta1onwefocusontherela1onshipbetweentradi1onalmarketresearchanddataac1va1on.


NolongerlimitedStructured Data Flat files in Record Format, GEO location data,HTML5 micro-data, Legacy data, Log files, Micro-formats, Sensor data, Spreadsheets

Semi-Structured Data Documents containing meta-data tags, EDI documents, RSS feeds, XML objects

Unstructured Data Binary Large Objects, Business record requiring control, content management data, digital assets, dynamic content (multiple users), email, text messages, chat, intellectual property data, social data, specialized content (web)static documents, taxonomies/ontologies, voice recognition

Complex Structured Data Hierarchically structured data (xml-based MISMO)


MappingontoanAnaly'cPlaMorm

Datamigra1ons/ conversions

Inter-enterprisedatasharing

Acquisi1onforBI,analy1cs,anddata

warehousing.

Extrac1ngdatafromopera1onalsystems,transformingandmergingthatdata,anddeliveringittointegrateddatastructuresforanaly1cpurposes

Enablingtheconnec1vityandintegra1onofthedatarepresen1ngcri1calbusinessen11essuchascustomers,productsandemployees

Sourcingofmasterdatainsupportofmasterdatamanagement(MDM)

Ensuringdatabase-levelconsistencyacrossapplica1ons,bothonaninternalandaninter-enterprisebasis

Providingdatato,andreceivingdatafrom,externaltradingpartners(customers,suppliers,businesspartnersandothers)

Collec1ngauditandmonitoringinforma1onregardingthedeployeddataintegra1onservicesandprocessesintheorganiza1on

Supportforgovernanceandmanagementofdataassets


Analy'cal,Visualiza'on,Machine-learning,AI

§  Dataprepara1onandexplora1on §  Predic1on §  Classifica1on §  Segmenta1on/Clustering §  Affinityanalysisandassocia1onrules §  Modelevalua1onandselec1on §  Derivinginsight §  ScoringNewData §  MachineLearning §  Ar1ficialIntelligence

Interactive analysis and insights from integrated advanced analytic platform!


Linkages

Market Feasibility

Brand •  Equity •  Image and positioning

Product Development

Customer Satisfaction and Value

Market Segmentation

Usage and Attitudes

Pricing •  Strategy Development •  Optimization •  Elasticity

Distribution Channel Testing

Advertising / Communications Testing


Ac'va'ngCustomerExperience

l  Maximizethepoten1alofeachcustomerrela1onshipandgenerateincrementalrevenue. l  Migratefromaseasonal,ad-hoccampaignstoanautomated,perpetualmarke1ngprocess. l  Evaluateinvestmentwithinsegments,iden1fyrevenuepoten1alandmarke1ngopportuni1es.

CustomerExperience (CRM)

Real-1memarke1ng execu1on

Dataextrac1on, dataminingand

analysis

CustomerExperience(CRM)Rela1onshipisaprocessthatisbothinforma1onandtechnologydriven,whichaimstoleveragecustomerbehaviouraldata,lifeeventtriggersandmarke1ngmodelstoefficientlyandcon1nuouslycul1vatecustomerrela1onshipsinorderto:

•  Touches•  Offers•  Contacts


Ac'va'ngStrategicMarketResearch

OverallOpportunityIndex

MarketSize Recep1vity Spending

•  AmountSpent •  IncreaseInBudget •  ServiceImportance •  Walletshare •  Pricing

Performanceon:•  KeyBrandDrivers •  Awareness •  IntenttoPurchase

Buyingbehavior

•  Revenue•  ForecastedRevenue•  PurchaseHistory


Ac'va'ngSegmenta'on

l  Objec've: Includeonenewpieceofdescrip'veinforma'onforeachcustomerinthedatabase:MarketSegmentType

l  Applica'ons:

•  Targetedeffortsmaynowbeenhancedthroughevenmorefocusedmarke'ngtohighpoten'alcustomers

•  Customerrecordswillnowincludeanaddi'onallayerofcustomerinforma'onfortargetedcustomerserviceandcross-sellingopportuni'es

•  ERPdataallowsforstrategicplanning

Database Modeling And Scoring

Applications l  ModelAppliedToDatabase

Determine Predictive Model

Market Segmentation Results RespondentData

linkedtoCustomerData


Ac'va'ngLoyalty,Brand,Performance

Loyalty

Recommenda'ons Sa'sfac'on

Customerneeds,wants,andpreferences

Customerservice Products& Services

Brand

Performance Gap

Communica'on Gap

Transac'ons


Summary

Companiesmustprocessandstoreeverincreasingflowsofdigitalinforma1on.However,ithasbecomeimpera1vetouseandac1vatethesedataflowstomakedecisions.Scienceisadelibera1veprocessbasedonwell-designedrobustdatascienceandadvancedanaly1cs. Dataac1va1onprecipitatesinnova1ons,suchasnewpricingmodels,newwaystoengagewithyourcustomersandpartners,opera1onalefficiencies,complianceandriskmonitoring,andnewmarketopportuni1es. Analy1csisnolongerforinnovators.Ithasbecomethestandardthatcompaniesmustemulate.

Acquisi1on&Munging

Math,Stats&DataMining

Interac1ve DataVisualiza1on


ThankYou!

Dr.StevenCosgrove DataAc'vaUG

Walpodenstraße4 55116Mainz

+49(0)15152909769(mob) +49(0)61319719599(tel)

dataac'va.com stevencosgrove@dataac'va.com


Q&A

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steven cosgrove skills for a newmr world 2016

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