hpmc 2014 - how analytics can improve your customer experience - sas
DESCRIPTION
Presented during the High Performance Marketing Conference 2014, organized by Accenture on January 23rd, 2014.TRANSCRIPT
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
HOW ANALYTICS CAN HELP YOU IMPROVE
YOUR CUSTOMER EXPERIENCE?
Alfredo Iglesias Rey, Msc Eng, MBA
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
AN OPEN QUESTION
How close is your organization to being able to use your
company data to consistently make fact-based decisions in
near real-time?
1) We do this on a consistent basis
2) We are very close
3) We do this occasionally, but not consistently
4) We are not very close at all - only rarely are we able to do this
5) We are lost when it comes to consistent near real-time decisions
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
OUR BIASED
SAMPLE
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
THE SAS COOL BOARD
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
SO UN-COOL UN-COOL COOL SUB-ZERO
WA
Y O
UT
OF
MY
LA
GU
EIN
MY
LEA
GU
EM
AK
KIE
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
PROPOSITIONS THE SAS COOL BOARD
Recommendation
engine
Customized
pages based on
predicted
behaviour
Real-time
personalized
Next best offer
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
WRAP-UP
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
OUR APPROACH
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
IDENTIFY /
FORMULATE
PROBLEM
DATA
PREPARATION
DATA
EXPLORATION
TRANSFORM
& SELECT
BUILD
MODEL
VALIDATE
MODEL
DEPLOY
MODEL
EVALUATE /
MONITOR
RESULTS
THE ANALYTICS
LIFECYCLE
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
IDENTIFY /
FORMULATE
PROBLEM
DATA
PREPARATION
DATA
EXPLORATION
TRANSFORM
& SELECT
BUILD
MODEL
VALIDATE
MODEL
DEPLOY
MODEL
EVALUATE /
MONITOR
RESULTS Domain Expert
Makes Decisions
Evaluates Processes and ROI
BUSINESS
MANAGER
Model Validation
Model Deployment
Model Monitoring
Data Preparation
IT SYSTEMS /
MANAGEMENT
Data Exploration
Data Visualization
Report Creation
BUSINESS
ANALYST
Story Telling
Exploratory Analysis
Descriptive Segmentation
Predictive Modeling
DATA MINER /
STATISTICIAN
THE ANALYTICS
LIFECYCLE
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
HOW TO START
• Business objectives
• Channel selection
• Derive insight
• Analytics, analytics, analytics
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
CHALLENGES AND OPPORTUNITES TO COME
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
THE HIPPO VS THE GEEK
HiPPO: Highest Paid Person’s Opinion
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
https://datajobs.com/what-is-data-science
A NEW PROFESSION
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed . www.SAS.com
THANKS