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DMA 2013 Integrated MKT Analytics
DMA 2013 Integrated MKT Analytics
http://youtu.be/5Zg-C8AAIGg
“The Greatest Value Of A Picture
Is When It Forces Us To Notice
What We Never Expected To See.”
John W. Tukey, Exploratory Data Analysis 1977
Interactive Living Creatures
http://www.informationisbeautiful.net/visualizations/worlds-biggest-data-
breaches-hacks/
Everything Is Relative
http://guns.periscopic.com
Mapping
http://www.richblockspoorblocks.com/
1. Liberate Data
2. Empower People
3. Design for People
Perspective:
http://adobe.ly/OZJfSi
TWO ANALYTIC WORLDS COLLIDING…
1. Mature analytic methods & practices 1. BI-centric analytic methods & practices
2. Powerful databases & tools 2. Lack powerful tools for multi-channel analytics
3. Low (growing) experience with digital data 3. Low (growing) awareness of advanced analytics
http://youtu.be/ntWphJvCTqk
Video (Time: 0:00 – 1:18)
http://youtu.be/ipxRA7ira4c
Where Do We Begin?
Data Sources
Big Data Challenges
Many organizations are concerned that the amount of amassed
data is becoming so large that it is difficult to find the most
valuable pieces of information
1. What if your data volume gets so large and varied you don't
know how to deal with it?
2. Do you store all your data?
3. Do you analyze it all?
4. How can you find out which data points are really
important?
5. How can you use it to your best advantage?
One Possible Consideration…
http://youtu.be/d5OXF-0B6JM
Data Management & Analytics
“Being able to derive insights from data is the key to
making smarter, fact-based decisions that will
translate into profitable revenue growth.”
Data Sources
Be Proactive: More Difficult, But More Value
* Gartner’s research shows only 13% of companies make extensive use of predictive capabilities.
* “What would you prefer – a report that shows customers you lost, or a model that shows who is
about to churn and how to keep them?” http://www.gartner.com/technology/su
mmits/la/business-intelligence/
EA Case Study Video (Time: 0:00 – 9:00)
http://youtu.be/ZK_PXlbvOfM
ADVANCED ANALYTICS
TEXT ANALYTICS
Discover relevant themes and
relationships in social media, call
FORECASTING notes and email for deeper insights
and improved business
Leveraging historical time
management
series data to drive better
insight into decision-making
for the future
INFORMATION
MANAGEMENT
OPTIMIZATION
FOUNDATION
ANALYTICS
DATA VISUALIZATION ANALYTIC VISUALIZATION
EXPLORATION DISCOVERY
http://vimeo.com/62289901
Questions?
Saturday Afternoon Preview
Omni Channel Orchestration & Interaction
1. Operationalizing digital data capture and integration
2. Data-driven, multichannel outbound marketing
3. Real-time inbound marketing and dynamic analytics
4. Creating adaptive customer experiences