Business Analytics

Marketing para un Nuevo Mercado

Josep Curto

@josepcurto, 2020
Let me introduce myself

• Adjunct Professor, IE Business

School
• Academic Director, MIBA, UOC
• Facilitator, AGSM@UNSW
• Author of multiple articles and
books
• International Speaker & Advisor

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How to contact me

• [ie] jcurto@faculty.ie.edu
• [uoc] jcurtod@uoc.edu
• [twitter] http://www.twitter.com/josepcurto
• [linkedin] http://www.linkedin.com/in/josepcurto
• [web] http://www.josepcurto.com

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From intuition to evidence

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 When we rely
only on intuition,
we are
disappointed

@josepcurto, 2020
When
competing
using
Customer
Analytics, you
make actions
based on facts

@josepcurto, 2020
The context

Every object, person

and organization has a
digital footprint

@josepcurto, 2020
Industrial Information Cognitive
Revolution Revolution Revolution
@josepcurto, 2020
What is Customer Analytics
(a.k.a Business Analytics applied to Marketing)

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 CA includes several approaches
PSYCHOGRAPHIC
ANALYTICS
Measuring people’s attitudes and
interests can provide deep insights
about customer behavior.
DATA ANALYTICS
Demographic and contextual data
can help us to analyze how
population dimensions, dynamics of
populations and environment affect
customer behavior
BEHAVIORAL ANALYTICS
Understanding what people do and how
they act based on their drivers. Clear
pictures of their behaviors mean you can
make informed deductions about why
they feel about what they do and how
they might feel in the future, given certain
conditions.
EMOTIONS ANALYTICS
Facial expressions, voice and body language are
innate to all humans and have been proven to
be one of the strongest ways we express our
emotions. It’s not what you say, but how you
say it. Expressions matter, as do the sentiment
behind each encounter and the emotions
raised. Emotion is entwined with the literal
meaning of words used.
@josepcurto, 2020
CA strategies

• Customer Acquisition
• Customer Development
• Customer Retention
• Acquisition-Retention
Optimization

@josepcurto, 2020
 Innovation | Value Creation | Transformation | Disruption

Higher Impact

Data-Driven Mass Collaboration/ Happy, Engaged Higher Growth

Systems of Engagement Management/Ops Disruptive Digital
and Insight Network Self-Organisation Loyal Customers Products And Services And Revenue
Leadership Highly Competitive
Customer Journeys

Low Code Employee

at Scale Synchronous Ledgers/
Trusted Records Engagement

Decentralized Change
At Scale

Digital Digital
IT Smart Analytics, New Org Digital Customer Digital Internet of Artificial
Cloud, XaaS participation Business
Integration Mobility Big Data Models Workplace Centricity Ecosystems Things Intelligence
Legacy Portfolio at scale Low Impact Models New Innovations

Better
Decision Making
More Secure
IT Systems
Master Data
Rapid and Agile Pervasive Quantified
Management
Organization And Open Operations
Lower
Costs
Adaptative Less Potential
Cybersecurity for Disruption Higher
Automated Compliance Resilient Effectiveness
& Governance Organization Higher Impact

Cibersecurity | Compliance | Risk Management | Optimization | Governance

@josepcurto, 2020
How

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Customer Analytics in real life

Data Ingestion

Data Processing
and Storing

Data Analysis

Data visualization
and Communication

@josepcurto, 2020
 Use Cases

Data Analysis &

Visualization

Technology Perspective
Business Perspective
We combine two Information Management
perspectives
Data Storing & Processing

Data Sources

@josepcurto, 2020
 HOW (medium detail)

Operations & Hypothesis Data-based

Use Cases Decision Making Operational Validation and Products and Data Brokerage
Intelligence Problem Solving Services

Data Analysis &

Business Intelligence Advance Analytics
Visualization

Optimization
Information Management Data Governance DataOps
Innovation

Data Storing & Processing Enterprise Data Warehouse Big Data & Data Lakes

Data Sources Internal Data External Data

@josepcurto, 2020
 HOW (low detail)

Operations & Hypothesis Validation Data-based Products and

Use Cases Decision Making
Operational Intelligence and Problem Solving Services
Data Brokerage

Descriptive Analytics (Business Intelligence) On-Premise

Predictive & Prescriptive Analytics (Advance Analytics) Text Mining
On-Premise

Data Analysis Dashboard Scorecards Reporting Balanced Scorecard Storytelling

Cloud

Hybrid Artificial
ANI
Statistical/Quantitative Graph Content Data Mining
Cloud

Hybrid
Machine Deep
& Visualization Symbolic Analysis Analytics
AGI
Learning Learning
OLAP Ad-hoc Queries Visualization Alerts/Automated Monitoring Intelligence ASI Causal Inference Visual Search-based Process Mining

Data Governance On-Premise

DataOps
Information Data Lifecycle & Lineage Master Data Management Metadata Management Data Curation Data Dictionary
Cloud

Hybrid
Optimization
Productivization
Management Data Privacy & Security Data Quality Compliance Monitoring Data Catalog Auditing
Orchestration Automation
Innovation

Enterprise Data Warehouse On-Premise

Big Data & Data Lakes On-Premise

Data Storing & Cloud Cloud

Data Warehouse Staging Area Operational Data Integration Hybrid

Filesystem NewSQL Batch Processing MPP Quantum C. Hybrid

Processing Storage
Data Mart Metadata Data Store
Processing
Data Federation
Storage
In-memory NoSQL
Processing
Stream Processing CEP HPC GPU

Internal Data External Data

Data Sources Information Operational
Logs
Audio, Text,
Stream Data
Social Media
Open Data Mobile Data CDR
Third-party
Systems Databases Video Feeds sources

@josepcurto, 2020
Customer lifecycle

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 We made a mistake

Attention Familiarity Consideration Buying Loyalty

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But our customer do what they want

@josepcurto, 2020
And we call it Customer Journey

@josepcurto, 2020
We are living in infinite loops

Source: McKinsey

@josepcurto, 2020
 What we can do?
Discover

Atract Explore We need to

identify the new
cycle in our
Ask Buy organization
Use

@josepcurto, 2020
 And analyse the cycle
Customer
Segmentation
Discover

Churn Analysis Atract Explore Marketing Mix Modeling

Voice of the Customer Ask Buy

Propensity Models

Use
Recommendation Analysis

@josepcurto, 2020
Goal of CA

Generate
Value for the
organization
and the
customer

@josepcurto, 2020
What does it means value

Customer Lifetime Value (CLV)

Customer equity
Value Proposition
Customer Satisfaction
Customer delight/sacrifice
Switching Cost
Customer Loyalty

@josepcurto, 2020
 Value for the customer

Data Model Actions

Collaboration-filtering
Historic data Recommendation
Content-filtering
Contextual data Personalization
Context-filtering
Product data Right Moment
Hybrid

@josepcurto, 2020
 Value for the organization

Data Model Actions

Segmentation
Transactional data RFM Discounts
Customer data CLV Promotions
Communication

@josepcurto, 2020
 90% of
companies
are not
successful in
their data-
driven
projects

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 OPERATIONAL TACTIC STRATEGIC
Inadequate project team
Poor Unavailability of composition
Poor
Knowledge subject matters
communication Poor project
Transfer experts
management
Poor quality Inadequate training
Inadequate Unrealistic project
of testing and education
functional requirements scheduling
Poor
Inappropriate timing Lack of top Ineffective organizational
departmental
to go live management change management
alignment
commitment
Unavailability of Non-empowered
Unrealistic
key users for UTA decision-makers expectations Customer Analytics
Implementation
Poor User resistance Failure
To change
Unrealistic Data Quality
Poor
ROI Over ETL/ELT Quality
Customization Poor user
High rotation of involvement
Inadequate data
Project team members
Cost sources knowledge
Overrun Poor IT Poor CA Inadequate
infrastructure product or algorithm resources
selection

COST TECHNOLOGY PEOPLE

@josepcurto, 2020
 How to start
• Assess your situation (assess your maturity and capabilities)
• Define your data-driven path
• Create a data literacy program and link it to a
change management plan (developing a data culture: knowledge,
attitude and habits)

• Initiate your data governance program (increase your

information management proficiency)

• Create and nurture the analytics team (increase your

analytics and tools proficiency)
@josepcurto, 2020
 We need to choose

Intuition Analytics

@josepcurto, 2020
Q&A

@josepcurto, 2020
Thank you!

@josepcurto, 2020