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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