Integrated Marketing Analytics

& Data-Driven Intelligence

• Bruce Swann
• Manager, CI / Integrated Marketing, SAS
• Scott Briggs
• Principal Solutions Architect, Customer Intelligence, SAS
• Suneel Grover
• Sr. Solutions Architect, Integrated Marketing Analytics, SAS
• Adjunct Professor, The George Washington University (GWU)
 Module 1: Big Data, Visualization,
and Answering the Question: Why?
Agenda
I. The opportunity of information overload and analytics
II. Analytically-injected data visualization
III. Predictive modeling, forecasting, and applications for
segmentation
IV. Mobilizing business insights
Video (Time: 0:00 – 7:30)

http://youtu.be/5Zg-C8AAIGg
“The Greatest Value Of A Picture
Is When It Forces Us To Notice
What We Never Expected To See.”
John W. Tukey, Exploratory Data Analysis 1977
 Interactive Living Creatures

http://www.informationisbeautiful.net/visualizations/worlds-biggest-data-
breaches-hacks/
 Everything Is Relative

http://guns.periscopic.com
 Mapping

http://www.richblockspoorblocks.com/
1. Liberate Data
2. Empower People
3. Design for People

Perspective:

WHY IS DATA VISUALIZATION SO

HOT RIGHT NOW?
The Need For Data-Driven Marketing

http://adobe.ly/OZJfSi
 TWO ANALYTIC WORLDS COLLIDING…

Advanced Analytics Web & Digital Analytics

(Data Miners, Statisticians, etc.) (Digital Ninjas, Web Analysts, etc.)

1. Mature analytic methods & practices 1. BI-centric analytic methods & practices
2. Powerful databases & tools 2. Lack powerful tools for multi-channel analytics
3. Low (growing) experience with digital data 3. Low (growing) awareness of advanced analytics

…AND COMMUNICATION IS KEY

Advanced Data Visualization (ADV)
“Enterprises find advanced data visualization
(ADV) platforms to be essential tools that enable
them to monitor business, find patterns, and
take action to avoid threats and snatch
opportunities.”
 Why Is ADV Critical?
Firms need to use data visualization because
information workers:
1. Cannot see a pattern without data visualization
2. Cannot fit all of the necessary data points onto a single
screen
3. Cannot effectively show deep and broad data sets on a
single screen
How Has Data Visualization Changed?
1. Dynamic data content
2. Visual querying
3. Multiple-dimension, linked visualization
4. Animation
5. User personalization
6. Business-actionable alerts
Business Actionable Alert
THE INTERSECTION OF DATA
VISUALIZATION AND BIG DATA…
Video (Time: 0:00 – 1:20)

http://youtu.be/ntWphJvCTqk
Video (Time: 0:00 – 1:18)

http://youtu.be/ipxRA7ira4c
 Where Do We Begin?

“There is no better place to start than data, since it is

the fuel needed to make insightful decisions that can
drive your business forward.”

Data Data Data Data

Integrated Data Management
Quality Integration Model Governance

EDW CRM Digital Mobile Social Other

Data Sources
 Big Data Challenges
Many organizations are concerned that the amount of amassed
data is becoming so large that it is difficult to find the most
valuable pieces of information

1. What if your data volume gets so large and varied you don't
know how to deal with it?
2. Do you store all your data?
3. Do you analyze it all?
4. How can you find out which data points are really
important?
5. How can you use it to your best advantage?
 One Possible Consideration…

Marketers increasingly want

to merge their own
customer data with that of
third parties to better
segment audiences. That's
why the Data Management
Platform (DMP) has been a
hot segment…
 DMPs – Current State
1. Today’s leading DMPs are ingesting a wide range of
owned and licensed data streams for insights and
segmentation and are pushing data into a growing
number of external targeting platforms, helping
marketers deliver more relevant and consistent
marketing communications.
2. DMPs still need to build out mobile tracking and
targeting
3. DMPs still need to tighten integrations with existing
marketing automation platforms and offline systems.
 Another Consideration: “DIY”
A number of recent technology advancements are enabling
organizations to make the most of big data and big data
analytics:

1. Cheap, abundant storage and server processing capacity.

2. Faster processors.
3. Affordable large-memory capabilities, such as Hadoop.
4. New storage and processing technologies designed
specifically for large data volumes, including unstructured
data.
5. Parallel processing, clustering, MPP, virtualization, large grid
environments, high connectivity and high throughputs.
6. Cloud computing and other flexible resource allocation
arrangements.
Video (Time: 0:00 – 4:48)

http://youtu.be/d5OXF-0B6JM
 Data Management & Analytics
“Being able to derive insights from data is the key to
making smarter, fact-based decisions that will
translate into profitable revenue growth.”

Analytic Predictive Analytic Data

Segmentation Analytics
Modeling
Forecasting
Visualization

Data Data Data Data

Quality Data Management
Integration Model Governance

EDW CRM Digital Mobile Social Other

Data Sources
 Be Proactive: More Difficult, But More Value

* Gartner’s research shows only 13% of companies make extensive use of predictive capabilities.
* “What would you prefer – a report that shows customers you lost, or a model that shows who is
about to churn and how to keep them?” http://www.gartner.com/technology/su
mmits/la/business-intelligence/
EA Case Study Video (Time: 0:00 – 9:00)

http://youtu.be/ZK_PXlbvOfM
ADVANCED ANALYTICS
TEXT ANALYTICS
Discover relevant themes and
relationships in social media, call
FORECASTING notes and email for deeper insights
and improved business
Leveraging historical time
management
series data to drive better
insight into decision-making
for the future

INFORMATION
MANAGEMENT
OPTIMIZATION

DATA MINING Make appropriate

Understand and find business decisions by
relationships in data to make understanding
accurate predictions about dynamics and utilize
the future resources the best way

FOUNDATION
ANALYTICS
DATA VISUALIZATION ANALYTIC VISUALIZATION

EXPLORATION DISCOVERY

DATA VS. ANALYTIC VISUALIZATION

IS THERE A DIFFERENCE?
 Forrester Big Data Forrester Advanced Data
Predictive Analytics Solutions Wave Visualization Solutions Wave
Q1-2013 Q3-2012
Social Media, Foursquare, & Visualization
NYC vs. Tokyo

http://vimeo.com/62289901
Questions?
 Saturday Afternoon Preview
Omni Channel Orchestration & Interaction
1. Operationalizing digital data capture and integration
2. Data-driven, multichannel outbound marketing
3. Real-time inbound marketing and dynamic analytics
4. Creating adaptive customer experiences