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This webinar is being recorded
PREDICTIVE ANALYTICS 101:
Private and Confidential. Property of Whereoware, LLC.
WHAT, WHEN, AND HOW?
#WOWWEBINAR
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Business Analyst
Whereoware
BRYAN SAUKA
MEET THE SPEAKERS
VP, Product
Big Squid
NICK MAGNUSON
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ABOUT WHEREOWARE
• 19 years of experience
• Personalized websites
• Email campaigns
• Cloud based solutions
• Mobile applications
• Data integration
• Analytics
• SEO/PPC
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PREDICTIVEANALYTICS
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PREDICT.
DON’T REACT
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Marketing Analyst
Whereoware
BRYAN SAUKA
MEET THE SPEAKERS
VP, Product
Big Squid
NICK MAGNUSON
“Nearly 50% of CMOs who used marketing intelligence experienced improved customer
satisfaction”
- Forrester Consulting, 2017
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WHAT IS PREDICTIVE ANALYTICS
COMMUNICATION
STATISTICALMODEL
CONSUMERBEHAVOIR
MACHINELEARNING
PATTERNS
SCORING
VISUALIZATION
PREDICTIVEBEHAVOIR
DECISIONMAKING
PREDICTIVEANALYTICS
Source: NextUser
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35% of what consumers purchase on Amazon
and 75% of what they watch on Netflix come from product recommendations
- McKinsey
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WHY IS PREDICTIVE ANALYTICS IMPORTANT?
Organizations are turning to predictive analytics to help solve difficult problems and uncover new
opportunities. Common uses include:
DETECING FRAUD OPTIMIZING MARKETING CAMPAIGNS
IMPROVING OPERATIONS
REDUCING RISK
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ANALYTICS:THE
EVOLUTION
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THE ANALYTICS VALUE JOURNEY
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DESCRIPTIVE
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GUESSING BASED ON THE DATA
LEAD SCORING A/B TESTING
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DATA SCIENTISTS ONLY
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2020
ENHANCE AND SCALE
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DATA SCIENTISTS NO MORE
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GETTING STARTED
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1. DEFINE YOUR OBJECTIVE
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What are your initial ideas about the objective?
INITIAL IDEAS
What do you want to understand and predict?UNDERSTAND AND PREDICT
DRIVEN BY INSIGHTS
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What do you want to know about the future based
on the past?
FUTURE BASED ON PAST
What will be done with the predictions?
USE OF PREDICTIONS
What actions will be taken?NOW WHAT
What decisions will be driven by the insights?
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2. GATHER, DEFINE, AND CLEANSE YOUR DATA
Gather + Store Data Visualize DataDefine + Cleanse Data
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GATHER YOUR DATA
• Transactional Systems
• Sensor Data
• Third-party Information
• Call Center Notes
• Web Logs
• Data integration
• Analytics
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DEFINE YOUR DATA
What are the data sources?
What are the unique ID’s from each source?
How can these ID’s link the multiple data sources?
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CLEANSE YOUR DATA
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CLEANSE YOUR DATA
VLOOKUPManual
Prone to ErrorsInvested Time: Days
DOMOAutomated
AccurateInvested Time: Minutes
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3. BUILD, TEST, & DEPLOY THE MODEL
DATA ANALYST IT SUPPORT
BUSINESS ANALYST
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BUILDING PREDICTIVE MODELS
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OUT OF THE BOX PREDICTIVE PLATFORMS
Actionable insights for optimized customer
journeys and behavior-triggered touches
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MAXIMIZE YOUR DATA AND ANALYTICS INVESTMENTS
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VERTICAL AND ROLE SPECIFIC DATA SOURCES
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4. PUT THE MODEL TO WORK
CASE STUDY
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DETERMINE CHALLENGE
Identify + re-engage “at-risk” customers (likely to churn).
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DATA DEEP DIVE
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WHAT PREDICTIONS CAN BE MADE?
PREDICTIVE CHURN MODEL
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VISUALIZE + ACT ON THE DATA
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VISUALIZE + ACT ON THE DATA
• VISITATION
• DATA
• PURCHASE
• BEHAVIOR +
• PRODUCT DATA
• SPOTLIGHT
• DATA• GOOGLE
• ANALYTICS
• API – Update Recipient Call
• SPOP
• CONNECTOR
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MEET END GOAL
It’s been a while…Save 20% with coupon code 123
Personalized website banner
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LESSONS LEARNED
Define your objective Gather, define, & clean your data Build, test, & deploy your model Put it to use – start predicting instead of
reacting!
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SPECIAL OFFERS
WHEREOWARE
Free 30 minute consult with the customer insights team
BIG SQUID
Free Machine Learning Lab - Build a personalized automated machine learning roadmap with our data science experts
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THANKS FOR WATCHING!
14399 Penrose Pl #450Chantilly, VA 20151
Contact us:
facebook.com/whereoware
@whereoware
Follow us on:
info@Whereoware.com
(877) 521-7448
Stay tuned for our next webinar: May 23 11 AM EST on Modular Email!
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