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  • Marketing Analytics - 3

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    Deepak Gupta
    37 views13 pages
    1) Descriptive analytics describe what happened in the past by analyzing historical data to detect patterns and answer questions about past business performance. 2) Predictive analytics use data mining, forecasting and statistical modeling to predict future outcomes and answer questions about what will happen in the future. 3) Prescriptive analytics use optimization and simulation techniques to identify the best possible actions by answering questions about what should be done.

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    1) Descriptive analytics describe what happened in the past by analyzing historical data to detect patterns and answer questions about past business performance. 2) Predictive analytics use data mining, forecasting and statistical modeling to predict future outcomes and answer questions about what will happen in the future. 3) Prescriptive analytics use optimization and simulation techniques to identify the best possible actions by answering questions about what should be done.

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    37 views13 pages

    Marketing Analytics - 3

    Uploaded by

    Deepak Gupta
    1) Descriptive analytics describe what happened in the past by analyzing historical data to detect patterns and answer questions about past business performance. 2) Predictive analytics use data mining, forecasting and statistical modeling to predict future outcomes and answer questions about what will happen in the future. 3) Prescriptive analytics use optimization and simulation techniques to identify the best possible actions by answering questions about what should be done.

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    of 13

    MARKETING

    ANALYTICS
    - MANISH LAMBA
    ANALYTICS MODELS
    How can we
    make it happen ?
    Prescriptive
    What will
    Analytics
    happen ?
    Predictive n
    Why did it i z atio
    VALUE

    Analytics tim
    happen ? Op
    ight
    Diagnostic r es
    What
    Analytics Fo
    happened ?
    Descriptive ig ht
    Analytics I ns

    i on ig ht
    rmat
    i nds
    Inf
    o H

    DIFFICULTY
    DESCRIPTIVE ANALYTICS

    What has occurred ?


    PREDICTIVE ANALYTICS

    What will occur ?


    PRESCRIPTIVE ANALYTICS

    What should occur ?


    TYPES OF QUESTIONS &
    ANALYTICS
    VIDEO Descriptive Predictive Prescriptive

    Questions What happened ? Why is this happening ? What should I do ?


    What’s happening ? What will happen next ? Why should I do it ?
    What actions are needed ? Why will it happen ? What’s the best that can happen ?
    What exactly is the problem ? What if we try this ?
    What actions are needed ?
    Enablers Ad hoc Reports Data Mining Optimization
    Dashboards Text Mining Simulation
    Data Warehousing Web / Media Mining Decision Modeling
    Alerts Forecasting Randomized Testing
    Outcomes Well defined business problems Accurate projections of the Best possible business decisions and
    and opportunities future states and conditions transactions
    Visualisations

    Rich Graphs, Charts,


    Dashboards, Maps
    EXAMPLES - VISUALISATIONS

    GEO DATA
    MAPPING
    EXAMPLES - VISUALISATIONS

    TREE
    MAPPING
    EXAMPLES - VISUALISATIONS

    POPULATION

    “TRENDALYZER”
    EXAMPLES - VISUALISATIONS

    FIT-BIT

    HEALTH
    DASHBOARD
    EXAMPLES - VISUALISATIONS

    KLIPFOLIO

    Sample of a
    Marketing
    Dashboard
    Y O U
    A N K
    T H

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