Deep Dive

Marketing Big Data and Predictive Analytics

Bob Samuels TechConnectr.com

TechConnectr@gmail.com @techconnectr

Graphic Source: Gleanster - An Intro to Big Data for Marketers

Source: EMC: https://community.emc.com/community/connect/anz/blog/2013/05/05/the-big-data-storymap

BI Platform / Reporting

OSS

Visualizations

Unstructured / Search

Indexing / Metadata

Search

NLP

Hadoop Analytics

Hadoop Dev Platforms / Automation

HDFS

Predictive Analytics

“Big Data” EcoSystem A

PP

LIC

ATI

ON

S TO

OLS

D

ATA

MA

NA

GEM

ENT

STRUCTURED UNSTRUCTURED

Transactional DB

OSS

High Performance Analytical DB

NewSQL

Enhancement

Distributed

NoSQL

Graph

Document

Key Value / Column

Enterprise Apps

Internet Apps

Social Media Web Content Mobile Devices Camera / DVR Sensors / RFID Logfiles

Hadoop aaS

HDFS Alternatives

DB

aaS

HANA

GraphDB

Filesystem

EMR

Text / Sentiment Analysis

Data as a Service

Data Warehouses

vFabric L

Drill

Vertical Market Applications

Impala

Messaging Optimization

Data Integration / CEP OSS

IMDG

Redshift

Based on Source: Perella Weinberg Partners

AI

Applications & Vertical Solutions Big Data / Analytics (PATTERNS)

Verticals (& Horizontals) Solution - Predictive / Prescriptive

Finance & Insurance * Fraud Detection / Risk Management IT & Operations * Resource Optimization

Manufacturing & Tracking * Resource Optimization

Telecom & Utilities Resource Optimization

Transportation & Logistics * Resource Optimization

Product Management * Resource Optimization

Retail * Revenue & Customer Experience

Investment Management Optimization / Risk Management

Government & Defense * Risk Management eCommerce / Digital Marketing * Targeting / Personalization

Media & Entertainment Targeting / Personalization

Mobile & Location * Targeting / Personalization

Natural Resources & Exploration Patterns / Causalities Healthcare & Life Sciences * Patterns / Causalities

Bob Samuels The TechConnectr – www.techconnectr.com

Cell: 408-206-5858 Strategic * Marketing Analytics * Client & Partner Door Opening * Demand Generation & Nurturing * Financial ROI Optimization

Real-Time-Bidding eMail Recommendation Engine Search Demand Side Platforms CRM Loyalty Programs Display Web Analytics Games Customer Experience Mobile / Location SEO Video

Targeting / Personalization Community / Social Marketing Automation Yield Optimization Re-Targeting

Data Management Platform Sharing Tools Integrated Marketing Management Feedback / Surveys

Corporate Structured Data

Structured / Unstructured

Content Management

Data as a Service

Web Content / Search

Social Media

Images / Video

Mobile / Location

Sensors / RFID / Satellite

Machine / Log Files

Customer Personalization

Digital Mktg / eCommerce

Healthcare / Bioscience

Insurance / Risk Mgmt

Investment Management

Telecom / Utilities

IT & Operations

Manufacturing / Logistics

Oil & Gas Exploration

Government & Defense

Business Intelligence

Dashboards / KPIs

Data Discovery

Descriptive Analytics

Statistical Packages

Predictive Analytics

Machine Learning

Prescriptive Analytics

Decision Management

Graphs / Visualization

Hardware & Infrastructure

Natural Language Processing

ETL / ELT

Data Integration

Data Governance

Marshalling

MapReduce

Databases

Hadoop / In-Memory

Distributed File Systems

Digital Marketing Applications

DATA SOURCES DATA PROCESSING DATA ANALYTICS APPLICATIONS

Multi-channel two-way messaging

Website Mobile site Mobile app

CRM / ERP POS Call Center / IVR

Email Display Social

DATA LAYER

Onsite

Online

Offline

Customer History &

Profile

Credits to Ensighten for graphics

Analytics

Types

• Dashboards / KPIs

• Business Intelligence

• Data Discovery

• Descriptive Analytics

• Statistical Packages

• Machine Learning

• Predictive Analytics

• Prescriptive Analytics

• Decision Management

• Graphs / Visualization

Examples Examples

Increasing Value of Data Data- BI – Predictive - Prescriptive

Prescriptive Predictive Biz Intelligence Data Mining

Another way to look at Analytics Levels

Dash Boards

Analytics

Prescriptive

Pivots

Predictive

http://practicalanalytics.wordpress.com/2011/05/01/the-vendor-landscape-of-bi-and-analytics/

Business Intelligence Analytics / Visualization

Big Data BI & Analytics/Visualization Solution Providers

Oracle Essbase Laurén

*(NICE)

*(SAP)

Predictive Analytics Solution Providers

Predictive Analytics Solution Providers

Source: http://www.xmind.net/m/LKF2/

Statistical Analytics Skill Sets & Data Sources - R

Applications

Vertical / Horizontal

• Customer Personalization

• Digital Marketing / eCommerce

• Healthcare / Bioscience

• Insurance / Risk Management

• Investment Management

• Telecom / Utilities

• IT & Operations

• Manufacturing / Logistics

• Oil & Gas Exploration

• Government & Defense

Examples Examples

Source: http://cloudtimes.org/wp-content/uploads/2011/11/Clouds.cloudtimes.png

Example: Recommend Engine Targeted eMail & Web Messaging & Timing

• Provide Recommended Action: re: Predictive Analytics and Patterns:

– Marketing spend effectiveness (how much to spend)

– Targeting (who to target; when, with what message; what medium)

– Promotion differentiation (how to differentiate offers)

– Contact strategy (how to contact customers over time)

• Targeting Precision by Groups / Clusters: (examples below)

– New: Predict lead conversion, welcome second offer; high predicted LTV

– Growth: Based on product interest browsing; Cart – Behavioral, Brand, Need Clustering & AOV

– At Risk – high value at risk; disengaged; high returns, complaints

– Lapsed – need-based cluster re: reactivation; Focus: high value-high size of wallet

• Use Collaborative Filtering & Clustering; Propensity Modeling

– Use in different contexts to solve different problems

– Start grouping by product behavior. And build in range.

• i.e. Shoe Retailer – distinguish moms from jocks from execs – clusters

– Can start contextualizing the email or the website for the individual

• Relevant, personalized eMail & web benefits include:

– Increase open and click rates while minimizing unsubscribe rates

– Predict which customers are most likely to engage, reactivate or complain

– Customize email frequency and content by customer segment

– Measure and optimize the ROI of email campaigns for specific customers

– Maximize email revenue and campaign performance

Unique Selling Proposition

• Relevance.. Key to e-marketing success

• Help identify which data us useful and which isn’t

• Help identify which algorithms are most useful

• Customer-focused & Marketing-focused analytics – Better Relations with Customers (Satisfaction; Up-sell; Retention, Targeting to specific actions &

interests; Risk Management)

– Spend Marketing Money Wisely - Customer Acquisition; SEM, SEO, etc)

• Multi-media Sources – ex: are they up for renewal; which emails are they responsive to; what pages are they looking at on website; any calls / complaints / inquiries;

• Predictive Analytics: – Detect Changes of Behavior; Sources; Trends – quantity, quality – risks & opportunities

– Group – Buying Pattern; look at DNA; ie based on what they buy.. Old vs athletes, region • With that, may merchandise store, email differently • clustering models for products, brand and behavior.

– Predicting what is going to happen – what is likelihood of coming back to store, buy

– Correlative – if bought this, what is next thing to buy… look at similar person, neighbors

• Support

• UI / Ease of Use – run reports & analyses – answer questions

• Customer Metrics, Advanced Clustering, & Predictive Analytics Models

• Interfaces & APIs – social, web, email, POS, CRM, ERP, ESPs

http://cmsummit.com/behindthebanner/?sthash.cWJhNy3K.mjjo

Real-Time Bidding – Cool Animated Simulation

(Applied Big Data)

Ad ecosystem-slides - by Eric Picard, CEO at Rare Crowds on Mar 17, 2012

- Example Players

Real-Time Bidding

http://cmsummit.com/behindthebanner/?sthash.cWJhNy3K.mjjo

Ad Exchanges & DSPs

Online Ad Exchanges DSPs

Examples: Yahoo! bought Right Media in April, Google bought DoubleClick in May and Microsoft bought AdECN in August , all in 2007

Examples: DataXu, Invite Media (acquired by Google in 2010), Turn, Mediamath, Xplusone, AppNexus, Acuity Ads, (Rocket Fuel)

Enable bid-based ad “trades” between buyers and sellers on their platforms. In this case, media buyers have to use a different system to access each exchange.

DSPs allow media buyers to buy from multiple biddable media sources through a single interface, which gives buyer access to more liquid inventory.

Buying from multiple exchanges is time consuming and inefficient from companies.

Manage, optimize, and execute bid-based buys. DSPs also feature algorithmic optimization capabilities that dynamically alter bid prices based on performance data.

Ad Exchanges is a layer below DSP.

DSP is a layer on top of AD exchanges. These companies can access inventory from multiple exchanges with no need to aggregate inventory through relationships with publishers.

Typical campaign buys from multiple ad exchange so it is difficult to achieve unique reach or optimal frequency.

Reach and frequency can be better controlled using one interface.

Use of DSPs is constantly growing, but is still a small share in Overall Display Media Buying

Source: http://www.shilpagupta4.com/2011/09/09/quick-guide-to-demand-side-platform-dsp/

Source: http://www.itpro.co.uk/security/19852/blue-coat-acquire-big-data-security-analytics-player-solera-networks

Other Ecosystem Maps Big Data & Analytics

Source: CapGemini: http://www.capgemini.com/sites/default/files/technology-blog/files/2012/09/big-data-vendors.jpg

4 Main Buckets: Data Acquisition; Structuring/Indexing; Analytics; Applications

DATA SOURCES DATA PROCESSING DATA ANALYTICS APPLICATIONS

Source: http://blog.softwareinsider.org/wp-content/uploads/2013/04/Screen-Shot-2013-04-25-at-2.48.29-PM.png

- Applications & Tools DATA SOURCES DATA PROCESSING DATA ANALYTICS APPLICATIONS

Source:

APPLICATIONS

DATA SOURCES

DATA PROCESSING

DATA ANALYTICS

Big Data Landscape

http://www.bigdatalandscape.com/

DATA ANALYTICS

DATA PROCESSING

DATA SOURCES

APPLICATIONS

Source: http://www.bigdatalandscape.com/

APPLICATIONS DATA ANALYTICS

DATA SOURCES

DATA PROCESSING

Source: http://wikibon.org/wiki/v/Big_Data:_Hadoop,_Business_Analytics_and_Beyond

More Slices of the Key Technologies Involved ..

* Next Gen Data Warehouse

DATA PROCESSING APPLICATIONS DATA ANALYTICS

Source: Sqrrl: http://blog.sqrrl.com/post/46306669352/sqrrls-take-on-the-big-data-ecosystem

DATA ANALYTICS

DATA PROCESSING

Big Data Open Source Tools

Source: http://www.bigdata-startups.com/open-source-tools/

Source: http://www.forbes.com/video-specials/industry-atlas.html?VID=24891553 & Wikibon

The Big Boys will eat up the pure-play Big Data providers soon Forbes & Wikibon

Visualization

Bob Samuels TechConnectr.com

TechConnectr@gmail.com @techconnectr

Source: http://inmaps.linkedinlabs.com/

I broke LinkedIn’s Custom Network Visualization map

Bob Samuels’

Source: EMC: https://community.emc.com/community/connect/anz/blog/2013/05/05/the-big-data-storymap