this webinar is being recorded -...
TRANSCRIPT
1
This webinar is being recorded
PREDICTIVE ANALYTICS 101:
Private and Confidential. Property of Whereoware, LLC.
WHAT, WHEN, AND HOW?
#WOWWEBINAR
22
Business Analyst
Whereoware
BRYAN SAUKA
MEET THE SPEAKERS
VP, Product
Big Squid
NICK MAGNUSON
33
ABOUT WHEREOWARE
• 19 years of experience
• Personalized websites
• Email campaigns
• Cloud based solutions
• Mobile applications
• Data integration
• Analytics
• SEO/PPC
4
5
6
8
PREDICTIVEANALYTICS
99
PREDICT.
DON’T REACT
1010
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
1111
WHAT IS PREDICTIVE ANALYTICS
COMMUNICATION
STATISTICALMODEL
CONSUMERBEHAVOIR
MACHINELEARNING
PATTERNS
SCORING
VISUALIZATION
PREDICTIVEBEHAVOIR
DECISIONMAKING
PREDICTIVEANALYTICS
Source: NextUser
1212
35% of what consumers purchase on Amazon
and 75% of what they watch on Netflix come from product recommendations
- McKinsey
1313
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
14
ANALYTICS:THE
EVOLUTION
1515
THE ANALYTICS VALUE JOURNEY
1616
DESCRIPTIVE
1717
GUESSING BASED ON THE DATA
LEAD SCORING A/B TESTING
1818
DATA SCIENTISTS ONLY
1919
2020
ENHANCE AND SCALE
2121
DATA SCIENTISTS NO MORE
22
GETTING STARTED
2323
1. DEFINE YOUR OBJECTIVE
02
04
06
What are your initial ideas about the objective?
INITIAL IDEAS
What do you want to understand and predict?UNDERSTAND AND PREDICT
DRIVEN BY INSIGHTS
01
03
05
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?
2424
2. GATHER, DEFINE, AND CLEANSE YOUR DATA
Gather + Store Data Visualize DataDefine + Cleanse Data
2525
GATHER YOUR DATA
• Transactional Systems
• Sensor Data
• Third-party Information
• Call Center Notes
• Web Logs
• Data integration
• Analytics
2626
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?
2727
CLEANSE YOUR DATA
2828
CLEANSE YOUR DATA
VLOOKUPManual
Prone to ErrorsInvested Time: Days
DOMOAutomated
AccurateInvested Time: Minutes
2929
3. BUILD, TEST, & DEPLOY THE MODEL
DATA ANALYST IT SUPPORT
BUSINESS ANALYST
3030
BUILDING PREDICTIVE MODELS
3131
OUT OF THE BOX PREDICTIVE PLATFORMS
Actionable insights for optimized customer
journeys and behavior-triggered touches
3232
MAXIMIZE YOUR DATA AND ANALYTICS INVESTMENTS
3333
VERTICAL AND ROLE SPECIFIC DATA SOURCES
3434
4. PUT THE MODEL TO WORK
CASE STUDY
3535
DETERMINE CHALLENGE
Identify + re-engage “at-risk” customers (likely to churn).
3636
DATA DEEP DIVE
3737
WHAT PREDICTIONS CAN BE MADE?
PREDICTIVE CHURN MODEL
3838
VISUALIZE + ACT ON THE DATA
3939
VISUALIZE + ACT ON THE DATA
• VISITATION
• DATA
• PURCHASE
• BEHAVIOR +
• PRODUCT DATA
• SPOTLIGHT
• DATA• GOOGLE
• ANALYTICS
• API – Update Recipient Call
• SPOP
• CONNECTOR
4040
MEET END GOAL
It’s been a while…Save 20% with coupon code 123
Personalized website banner
4141
LESSONS LEARNED
Define your objective Gather, define, & clean your data Build, test, & deploy your model Put it to use – start predicting instead of
reacting!
4242
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
43
THANKS FOR WATCHING!
14399 Penrose Pl #450Chantilly, VA 20151
Contact us:
facebook.com/whereoware
@whereoware
Follow us on:
(877) 521-7448
Stay tuned for our next webinar: May 23 11 AM EST on Modular Email!