Steven Cosgrove Skills For A NewMR World 2016
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Transcript of Steven Cosgrove Skills For A NewMR World 2016
DataAc'va'ontoMaximizeMarketResearchEfficacy–NewMRWebinarStevenCosgrove,DataAc1va,2016
DataAc'va'on
Dr.StevenCosgrove
DataAc'vaUG
20October2016
Data Activation to Maximize Market Research Efficacy
DataAc'va'ontoMaximizeMarketResearchEfficacy–NewMRWebinarStevenCosgrove,DataAc1va,2016
OverviewDataac1va1onini1a1vesarebeinglaunchedinmanycompaniesworldwide,asmanagers,administrators,andanalystslearntoac1vateandlinkvariousstreamsofstructured(rela1onaldatabasesspreadsheetsandevenXMLfiles)andunstructureddata(wordprocessingdocuments,PDFfiles,e-mailmessages,blogs,Webpages,video,picturesandsocialsites)intoac1onableanaly1cs,reports,andmobileapplica1onsforeveryoneintheorganiza1on.
Whiletheadvantagesofdataac1va1onarewelldocumented,theyshouldbeseenaspartofadelibera1veprocess,whosesuccessdependsontechnologyplaNorms(BusinessIntelligence(BI)andAnaly1cs),managementbuy-in,aswellaswell-designedrobustanaly1cs.
Ourcompany,DataAc1va,ac1vatesstreamsofstructuredandunstructureddatainordertoop1mizedata-drivendecisionmaking.Weconsiderdataac1va1ontobeatremendousopportunitytoenhanceandeventransformhowyourunyourbusiness.Inthispresenta1onwefocusontherela1onshipbetweentradi1onalmarketresearchanddataac1va1on.
DataAc'va'ontoMaximizeMarketResearchEfficacy–NewMRWebinarStevenCosgrove,DataAc1va,2016
NolongerlimitedStructured Data Flat files in Record Format, GEO location data,HTML5 micro-data, Legacy data, Log files, Micro-formats, Sensor data, Spreadsheets
Semi-Structured Data Documents containing meta-data tags, EDI documents, RSS feeds, XML objects
Unstructured Data Binary Large Objects, Business record requiring control, content management data, digital assets, dynamic content (multiple users), email, text messages, chat, intellectual property data, social data, specialized content (web)static documents, taxonomies/ontologies, voice recognition
Complex Structured Data Hierarchically structured data (xml-based MISMO)
DataAc'va'ontoMaximizeMarketResearchEfficacy–NewMRWebinarStevenCosgrove,DataAc1va,2016
MappingontoanAnaly'cPlaMorm
Datamigra1ons/ conversions
Inter-enterprisedatasharing
Acquisi1onforBI,analy1cs,anddata
warehousing.
Extrac1ngdatafromopera1onalsystems,transformingandmergingthatdata,anddeliveringittointegrateddatastructuresforanaly1cpurposes
Enablingtheconnec1vityandintegra1onofthedatarepresen1ngcri1calbusinessen11essuchascustomers,productsandemployees
Sourcingofmasterdatainsupportofmasterdatamanagement(MDM)
Ensuringdatabase-levelconsistencyacrossapplica1ons,bothonaninternalandaninter-enterprisebasis
Providingdatato,andreceivingdatafrom,externaltradingpartners(customers,suppliers,businesspartnersandothers)
Collec1ngauditandmonitoringinforma1onregardingthedeployeddataintegra1onservicesandprocessesintheorganiza1on
Supportforgovernanceandmanagementofdataassets
DataAc'va'ontoMaximizeMarketResearchEfficacy–NewMRWebinarStevenCosgrove,DataAc1va,2016
Analy'cal,Visualiza'on,Machine-learning,AI
§ Dataprepara1onandexplora1on § Predic1on § Classifica1on § Segmenta1on/Clustering § Affinityanalysisandassocia1onrules § Modelevalua1onandselec1on § Derivinginsight § ScoringNewData § MachineLearning § Ar1ficialIntelligence
Interactive analysis and insights from integrated advanced analytic platform!
DataAc'va'ontoMaximizeMarketResearchEfficacy–NewMRWebinarStevenCosgrove,DataAc1va,2016
Linkages
Market Feasibility
Brand • Equity • Image and positioning
Product Development
Customer Satisfaction and Value
Market Segmentation
Usage and Attitudes
Pricing • Strategy Development • Optimization • Elasticity
Distribution Channel Testing
Advertising / Communications Testing
DataAc'va'ontoMaximizeMarketResearchEfficacy–NewMRWebinarStevenCosgrove,DataAc1va,2016
Ac'va'ngCustomerExperience
l Maximizethepoten1alofeachcustomerrela1onshipandgenerateincrementalrevenue. l Migratefromaseasonal,ad-hoccampaignstoanautomated,perpetualmarke1ngprocess. l Evaluateinvestmentwithinsegments,iden1fyrevenuepoten1alandmarke1ngopportuni1es.
CustomerExperience (CRM)
Real-1memarke1ng execu1on
Dataextrac1on, dataminingand
analysis
CustomerExperience(CRM)Rela1onshipisaprocessthatisbothinforma1onandtechnologydriven,whichaimstoleveragecustomerbehaviouraldata,lifeeventtriggersandmarke1ngmodelstoefficientlyandcon1nuouslycul1vatecustomerrela1onshipsinorderto:
• Touches• Offers• Contacts
DataAc'va'ontoMaximizeMarketResearchEfficacy–NewMRWebinarStevenCosgrove,DataAc1va,2016
Ac'va'ngStrategicMarketResearch
OverallOpportunityIndex
MarketSize Recep1vity Spending
• AmountSpent • IncreaseInBudget • ServiceImportance • Walletshare • Pricing
Performanceon:• KeyBrandDrivers • Awareness • IntenttoPurchase
Buyingbehavior
• Revenue• ForecastedRevenue• PurchaseHistory
DataAc'va'ontoMaximizeMarketResearchEfficacy–NewMRWebinarStevenCosgrove,DataAc1va,2016
Ac'va'ngSegmenta'on
l Objec've: Includeonenewpieceofdescrip'veinforma'onforeachcustomerinthedatabase:MarketSegmentType
l Applica'ons:
• Targetedeffortsmaynowbeenhancedthroughevenmorefocusedmarke'ngtohighpoten'alcustomers
• Customerrecordswillnowincludeanaddi'onallayerofcustomerinforma'onfortargetedcustomerserviceandcross-sellingopportuni'es
• ERPdataallowsforstrategicplanning
Database Modeling And Scoring
Applications l ModelAppliedToDatabase
Determine Predictive Model
Market Segmentation Results RespondentData
linkedtoCustomerData
DataAc'va'ontoMaximizeMarketResearchEfficacy–NewMRWebinarStevenCosgrove,DataAc1va,2016
Ac'va'ngLoyalty,Brand,Performance
Loyalty
Recommenda'ons Sa'sfac'on
Customerneeds,wants,andpreferences
Customerservice Products& Services
Brand
Performance Gap
Communica'on Gap
Transac'ons
DataAc'va'ontoMaximizeMarketResearchEfficacy–NewMRWebinarStevenCosgrove,DataAc1va,2016
Summary
Companiesmustprocessandstoreeverincreasingflowsofdigitalinforma1on.However,ithasbecomeimpera1vetouseandac1vatethesedataflowstomakedecisions.Scienceisadelibera1veprocessbasedonwell-designedrobustdatascienceandadvancedanaly1cs. Dataac1va1onprecipitatesinnova1ons,suchasnewpricingmodels,newwaystoengagewithyourcustomersandpartners,opera1onalefficiencies,complianceandriskmonitoring,andnewmarketopportuni1es. Analy1csisnolongerforinnovators.Ithasbecomethestandardthatcompaniesmustemulate.
Acquisi1on&Munging
Math,Stats&DataMining
Interac1ve DataVisualiza1on
DataAc'va'ontoMaximizeMarketResearchEfficacy–NewMRWebinarStevenCosgrove,DataAc1va,2016
ThankYou!
Dr.StevenCosgrove DataAc'vaUG
Walpodenstraße4 55116Mainz
+49(0)15152909769(mob) +49(0)61319719599(tel)
dataac'va.com stevencosgrove@dataac'va.com