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Get closer to your customers with Big Data
Mike Shaw Director, HP Software Marketing #mike_j_shaw
Find patterns through transaction analysis
Analyze customer transactions, quickly
Perform sentiment
analysis
1 2 3
Get closer to your customers
Find patterns through transaction analysis
Analyze customer transactions, quickly
Perform sentiment
analysis
1 2 3
Get closer to your customers
Determine clusters from social media interactions
First step: Look for clustering • Twitter • Community web sites What is social media clustering? • Customers talking about a
similar subject
Forming clusters and monitoring sentiment
Then monitor the sentiment of the clusters
Do people like our products, or not? How do these sentiments trend over time?
Once clusters are identified, they can be analyzed for sentiment.
This central person has churned
All these connected people may now churn
Analyzing social media interactions, we find that some people are central. They have lots of connections and interact a lot. If one of these centrally connected people churns (switches mobile service provider, for example), they may well take those people close to them with them.
Social network analysis
Get closer to your customers
Find patterns through transaction analysis
Analyze customer transactions, quickly
Perform sentiment
analysis
1 2 3
Bought skirt
Buy shoes – 54% probability
Finding affinities
Statistically, humans are quite predictable. If you buy Product X, there is a good probability that you will, at some time, buy Product Y as well. Or, when you are in Area X in a game, there is a good chance you will want to buy Virtual Weapon Y.
Affinities can occur over a long time period
For example, if I buy a house, I will probably buy paint, a dishwasher, a new TV, new lights, etc., within the next four few months.
Retailers love affinity analysis because it allows them to increase the average transaction value per customer. And, it allows them to increase the loyalty of customers.
We all know about recommendation engines.
Recommendation engines need personal profiles.
And it is customer transactions that are used to build up a view of your personal preferences.
Using customer transactions for recommendation profiles
New model skis?
New ski jacket?
Latest goggles?
Find patterns through transaction analysis
Analyze customer transactions, quickly
Perform sentiment
analysis
1 2 3
Get closer to your customers
Do the analysis we’ve always done, but faster, so we can take action at the right time.
Analyze customer transactions. Quickly.
A customer is about to make a purchase—we can help them through our timely analysis. This has much more impact than telling them a week later, “We know you liked this last week”. Fast analysis gives clothes retailer Guess’ store managers the insight required to arrange their stores optimally before the customer walks through the door in the morning.
Business event
Data analyzed
Business event
Data captured
Insight delivered
Action taken
Time • Engaged with customer
Val
ue
• Customer has left the store
Data latency
Analytic latency
Decision latency
If we can provide insight while the customer is making a purchase decision, this is much more effective than providing the same insight once they’ve left the store.
The time/value of insight
See how HP has helped NASCAR get closer to its fans
Learn about HP’s vision for the future of analytics Big Data 20/20
Know your customers 100% better with targeted marketing See the big picture in Big Data
Find out more…
…or fill out the info form on the next page
Get the insight you need to take action: www.hp.com/HAVEn
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.