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ELEVATING CUSTOMER 
ANALYTICS 
And Building the Coveted Holistic 
Customer View
Christy Maver 
Global Product Marketing Director, 
Actian Analytics 
As Global Product Marketing Director, Christy 
Maver is responsible for marketing Actian 
Analytics. Christy has 15 years of experience 
with technology and software marketing. Prior to 
joining Actian, Christy was the Big Data Product 
Marketing Manager for IBM. She holds a BA in 
Economics from Princeton University. 
Follow Christy on Twitter @cdmaver
IT’S A MAD, MAD, DIGITAL WORLD
BIG DATA CREATES SIGNIFICANT 
OPPORTUNITIES FOR MARKETERS 
Personalized Experiences 
• Ad, offer, & content optimization 
• Location-based content 
• Pricing optimization by segment 
Better Decision-Making 
• True marketing ROI 
• Predictive modeling 
• Holistic campaign planning 
• Profitability by affinity groups 
Deep Audience Analysis 
• Hyper-segmentation 
• Full customer 360° understanding 
• Buying signal analysis 
• Customer lifetime value 
More Effective Spend 
• Omni-channel attribution 
• Real-time ad & promo optimization 
• Media mix optimization 
• Brand monitoring
THESE OPPORTUNITIES REPRESENT 
$BILLION 
Copyright © 2014 IIA All Rights Reserved 
14% 
Advanced marketing 
mix analysis delivers 
higher profits 
$226B 
Retail Purchases 
Online 
$200B 
15-20% improvement in 
return on overall 
marketing spend 2017 
Year when CMO spend 
On IT surpasses CIO
THE MARKETER’S WORLD IS AN 
OVERWHELMING ONE 
CMO 
Content 
Optimization 
Location-based 
content and 
offers 
Real-time 
experience and 
content 
personalization 
Next-generation 
next-best offer 
and commerce 
Audience 
Analysis & 
Engagement 
Buying 
signal 
analysis 
“On-the-fly” 
behavioral micro-segmentation 
Customer 360° 
omni-channel 
repository 
Marketing 
Effectiveness 
Real-time ad and 
promotional 
optimization 
Brand 
monitoring 
Omni-channel 
attribution 
Media mix 
optimization 
Marketing 
Planning 
Predictive 
modeling and 
Market simulation 
and gaming 
analysis 
Holistic 
campaign 
planning 
Marketing 
ROI and 
program 
reporting 
Social media / 
networking 
Discovery 
analysis
ALL IN A DAY’S WORK 
CMO 
Future 
Innovation 
Content 
Optimization 
Location-based 
content and 
offers 
Real-time 
experience and 
content 
personalization 
Next-generation 
next-best offer 
and commerce 
Audience 
Analysis & 
Engagement 
Buying 
signal 
analysis 
“On-the-fly” 
behavioral micro-segmentation 
Customer 360° 
omni-channel 
repository 
Marketing 
Effectiveness 
Real-time ad and 
promotional 
optimization 
Brand 
monitoring 
Omni-channel 
attribution 
Media mix 
optimization 
Marketing 
Planning 
Predictive 
modeling and 
Market simulation 
and gaming 
analysis 
Holistic 
campaign 
planning 
Marketing 
ROI and 
program 
reporting 
Known and 
unknown 
competition 
Social media / 
networking 
Discovery 
analysis 
Sales impact
THE MARKETING MANIFESTO FOR 
THE DIGITAL WORLD 
“There is no question that retaining customers is 
vital to business. Conventional wisdom tells us that it 
is easier (and cheaper) to sell to a current customer 
than to acquire a new one.”1 
Assemble Data 
Engage 
Customers 
Transform Brand 
Experiences 
1“Keeping Customers: Successful Loyalty through Analytics,” on iianalytics.com.
WAIT, 360 IS NOT ENOUGH?
GET A HOLISTIC CUSTOMER VIEW 
Create the Segment of 1
THE 360°VIEW IS NECESSARY BUT NO 
LONGER SUFFICIENT 
The Segment of 1 is now 1 plus a 
network
FROM DOT…
TO DOT…
TO BUILDING THE COMPLETE PICTURE
SO HOW DO YOU BUILD THIS 
COVETED VIEW? 
15 
Graph Analytics 
Enable business analysts to unleash true discovery power of graph 
analytics, to discover the “unknown unknowns,” create heat maps of 
relationships, uncover cause, effect and influence in associations of 
data
GRAPH ANALYTICS IS HOT 
“If you haven’t yet heard of graph databases, get ready. They’re the 
next hot ticket in a world consumed by big data, analytics and the 
Internet of Things.” 
- Virginia Backaitis 
“Graph analytics can 
extend the potential value 
of current data discovery 
capabilities, which will 
increase its adoption.” 
- Gartner Hype Cycle for 
Big Data, 2014
GRAPH IS NEXT BIG OPPORTUNITY IN 
ANALYTICS 
Unstructured / 
Rapidly Evolving 
Data 
Structured/ Slowly 
Changing Data 
Static Analysis 
High ROI Analytics 
Analytic Complexity 
DATA 
SOURCE 
ANALYTICS 
- Who influences whom? 
- What follows what? 
- Who looks the same?... 
- What looks the same? 
- Time to answer 
SQL/RDBMS
BREAKING IT DOWN INTO SIMPLE TERMS
WHAT CAN YOU DO WITH GRAPH?
LET ANALYTICS BLUEPRINTS DO 
YOUR HEAVY LIFTING
MARKETERS NEED PURPOSE- BUILT 
BLUEPRINTS FOR CRITICAL BUSINESS 
CHALLENGES
SET A CLEAR PATH WITH ANALYTICS 
BLUEPRINTS 
Choose from 1 or all 7 Customer Analytics Blueprints
CREATE MICRO-SEGMENTS 
Deliver Automated Marketing to the One
BIG DATA 2.0 
MICRO-SEGMENTATION BLUEPRINT 
CONNECT ANALYZE ACT 
CRM Account 
Info and 
Demographics 
EDW Transaction 
History 
Purchased 
Demographics 
Social Media 
Keywords 
Combine 
Data Load 
Into 
Hadoop 
Database 
Connection 
to EDW 
Connect to 
Flat Files 
Connect to 
Text Mining 
Application 
Purchased 
Lifestyle Trends 
Purchased Household 
Information 
API Level 
Connection 
to CRM 
Connect to 
Flat Files 
Connect to 
Flat Files 
Load Into 
Hadoop 
Increase 
Campaign Revenue 
Increase 
Customer Satisfaction 
/ Loyalty 
Customize 
Inbound 
Response 
Variable 
Term 
Profitability 
Forecasts 
Customer 
Match 
Join 
Derive 
Aggregate 
Prepare 
Micro 
Segmentation 
Model 
Social 
Network 
Influencer 
Score 
Optimize 
Outbound 
Marketing 
Mobile And Web 
Behavior 
Intelligence 
Capture 
Activity And 
Followership 
Data
INCREASE REVENUES FROM AD 
OPTIMIZATION 
10,000 customer segments & 50,000 attributes recalculated 
20X a day; plus more than 300,000,000 daily ad optimizations 
“[We only have] a matter of minutes to serve up 
ads to people who have demonstrated an interest 
in travel before they book. Going from hours to 
minutes on segment creation and publishing is a 
huge win for us.” 
CTO, Leading Internet 
Corporation 
Rapid data analysis of 183 
million users of 180 countries 
in 40 languages 
Banner ads automated based 
on live conversations 
Optimized media placement 
across 10B media impressions 
per month, regularly delivering 
10,000 segmentations in 24 
hours 
Scaled to 80Tb of data in-memory. 
24/7 ad hoc 
reporting for 400 million 
unique users
PREDICT THE NEXT BEST ACTION 
Predict and influence what customers do next
BIG DATA 2.0 
NEXT BEST ACTION BLUEPRINT 
Mobile Device Data in 
Hadoop 
CONNECT ANALYZE ACT 
Customize 
Inbound 
Response 
Projected 
Product 
Supply 
API Level 
Connection 
to CRM 
Database 
Level 
Connection 
Connect to HDFS 
Connect to HDFS 
Connect to Text 
Customer 
Lifetime Value 
/ Near- Term 
Value Scores 
Customer Match 
Join 
Derive 
Aggregate 
Prepare 
Personalized Next 
Best Action 
Recommendation 
Business Rule 
Triggers 
Optimize 
Outbound 
Marketing 
Build 
Customer 
Profile 
Aggregate 
and 
Discover 
Product 
History by 
Customer 
Customer Match 
Join 
Derive 
Aggregate 
Prepare 
Web Behavior 
Capture Campaign 
Rules and Objectives 
Account Info and 
Demographics 
Transaction 
History 
Real- Time Digital 
Media Feeds 
Marketing 
Automation 
Increase 
Campaign Revenue 
Increase 
Customer Loyalty 
Increase Call 
Center Profits 
Improve Supply 
Chain Management 
Web Activity 
Mobile Behavior 
Quantify 
Social Activity 
API Level 
Connection to 
Marketing 
Automation 
Predictive 
Product 
Model 
Predictive 
Product 
Model 
Predictive 
Product 
Model 
Predictive 
Product 
Model 
Predictive 
Product 
Model 
Predictive 
Product 
Model
LET’S TALK BEST PRACTICES
BEST PRACTICES 
29 
Take Action 
in Real Time 
Discover 
without 
Limitations 
Increase 
Prediction 
Accuracy
TAKE ACTION IN REAL TIME 
Connect Analyze Act 
Take Big Data 
Information 
Flows 
• Customer records 
• Transaction records 
• Web scrapes 
• Call center notes 
• Digital media feeds 
• Hadoop logs and text files 
• ePOS Receipts 
• 30,000 ad campaigns 
• ERP system 
… and more 
Extract Signals 
Through 
Advanced 
Analytics 
Send Out 
Personalized 
Prescriptive 
Actions 
• Who is loyal 
• Who is likely to churn 
• Who is a repeat customer 
• Who is willing to buy more 
• Who will respond to an ad 
• Who is profitable now 
• Who is profitable long-term 
• What should be my next offer 
• How can I influence customer 
behavior? …and more 
• Proactively offer 
retention bonus to 
potential churner 
• Send mobile coupon to 
customer as they walk 
by your store 
• Provide tailored 
campaign based on 
individual preferences
DISCOVER WITHOUT LIMITATIONS 
Copyright © 2014 IIA All Rights Reserved
INCREASE PREDICTION ACCURACY 
Copyright © 2014 IIA All Rights Reserved
LEARN MORE 
• Learn more about Actian’s Customer Analytics 
Blueprints www.actian.com/customer-analytics 
• Download the paper, “Elevating Customer 
Analytics” on www.actian.com/resources/ 
Christy Maver 
@cdmaver 
christy.maver@actian.com 
www.actian.com
Questions And Answers
research@iianalytics.com

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Elevating customer analytics - how to gain a 720 degree view of your customer

  • 1. ELEVATING CUSTOMER ANALYTICS And Building the Coveted Holistic Customer View
  • 2. Christy Maver Global Product Marketing Director, Actian Analytics As Global Product Marketing Director, Christy Maver is responsible for marketing Actian Analytics. Christy has 15 years of experience with technology and software marketing. Prior to joining Actian, Christy was the Big Data Product Marketing Manager for IBM. She holds a BA in Economics from Princeton University. Follow Christy on Twitter @cdmaver
  • 3. IT’S A MAD, MAD, DIGITAL WORLD
  • 4. BIG DATA CREATES SIGNIFICANT OPPORTUNITIES FOR MARKETERS Personalized Experiences • Ad, offer, & content optimization • Location-based content • Pricing optimization by segment Better Decision-Making • True marketing ROI • Predictive modeling • Holistic campaign planning • Profitability by affinity groups Deep Audience Analysis • Hyper-segmentation • Full customer 360° understanding • Buying signal analysis • Customer lifetime value More Effective Spend • Omni-channel attribution • Real-time ad & promo optimization • Media mix optimization • Brand monitoring
  • 5. THESE OPPORTUNITIES REPRESENT $BILLION Copyright © 2014 IIA All Rights Reserved 14% Advanced marketing mix analysis delivers higher profits $226B Retail Purchases Online $200B 15-20% improvement in return on overall marketing spend 2017 Year when CMO spend On IT surpasses CIO
  • 6. THE MARKETER’S WORLD IS AN OVERWHELMING ONE CMO Content Optimization Location-based content and offers Real-time experience and content personalization Next-generation next-best offer and commerce Audience Analysis & Engagement Buying signal analysis “On-the-fly” behavioral micro-segmentation Customer 360° omni-channel repository Marketing Effectiveness Real-time ad and promotional optimization Brand monitoring Omni-channel attribution Media mix optimization Marketing Planning Predictive modeling and Market simulation and gaming analysis Holistic campaign planning Marketing ROI and program reporting Social media / networking Discovery analysis
  • 7. ALL IN A DAY’S WORK CMO Future Innovation Content Optimization Location-based content and offers Real-time experience and content personalization Next-generation next-best offer and commerce Audience Analysis & Engagement Buying signal analysis “On-the-fly” behavioral micro-segmentation Customer 360° omni-channel repository Marketing Effectiveness Real-time ad and promotional optimization Brand monitoring Omni-channel attribution Media mix optimization Marketing Planning Predictive modeling and Market simulation and gaming analysis Holistic campaign planning Marketing ROI and program reporting Known and unknown competition Social media / networking Discovery analysis Sales impact
  • 8. THE MARKETING MANIFESTO FOR THE DIGITAL WORLD “There is no question that retaining customers is vital to business. Conventional wisdom tells us that it is easier (and cheaper) to sell to a current customer than to acquire a new one.”1 Assemble Data Engage Customers Transform Brand Experiences 1“Keeping Customers: Successful Loyalty through Analytics,” on iianalytics.com.
  • 9. WAIT, 360 IS NOT ENOUGH?
  • 10. GET A HOLISTIC CUSTOMER VIEW Create the Segment of 1
  • 11. THE 360°VIEW IS NECESSARY BUT NO LONGER SUFFICIENT The Segment of 1 is now 1 plus a network
  • 14. TO BUILDING THE COMPLETE PICTURE
  • 15. SO HOW DO YOU BUILD THIS COVETED VIEW? 15 Graph Analytics Enable business analysts to unleash true discovery power of graph analytics, to discover the “unknown unknowns,” create heat maps of relationships, uncover cause, effect and influence in associations of data
  • 16. GRAPH ANALYTICS IS HOT “If you haven’t yet heard of graph databases, get ready. They’re the next hot ticket in a world consumed by big data, analytics and the Internet of Things.” - Virginia Backaitis “Graph analytics can extend the potential value of current data discovery capabilities, which will increase its adoption.” - Gartner Hype Cycle for Big Data, 2014
  • 17. GRAPH IS NEXT BIG OPPORTUNITY IN ANALYTICS Unstructured / Rapidly Evolving Data Structured/ Slowly Changing Data Static Analysis High ROI Analytics Analytic Complexity DATA SOURCE ANALYTICS - Who influences whom? - What follows what? - Who looks the same?... - What looks the same? - Time to answer SQL/RDBMS
  • 18. BREAKING IT DOWN INTO SIMPLE TERMS
  • 19. WHAT CAN YOU DO WITH GRAPH?
  • 20. LET ANALYTICS BLUEPRINTS DO YOUR HEAVY LIFTING
  • 21. MARKETERS NEED PURPOSE- BUILT BLUEPRINTS FOR CRITICAL BUSINESS CHALLENGES
  • 22. SET A CLEAR PATH WITH ANALYTICS BLUEPRINTS Choose from 1 or all 7 Customer Analytics Blueprints
  • 23. CREATE MICRO-SEGMENTS Deliver Automated Marketing to the One
  • 24. BIG DATA 2.0 MICRO-SEGMENTATION BLUEPRINT CONNECT ANALYZE ACT CRM Account Info and Demographics EDW Transaction History Purchased Demographics Social Media Keywords Combine Data Load Into Hadoop Database Connection to EDW Connect to Flat Files Connect to Text Mining Application Purchased Lifestyle Trends Purchased Household Information API Level Connection to CRM Connect to Flat Files Connect to Flat Files Load Into Hadoop Increase Campaign Revenue Increase Customer Satisfaction / Loyalty Customize Inbound Response Variable Term Profitability Forecasts Customer Match Join Derive Aggregate Prepare Micro Segmentation Model Social Network Influencer Score Optimize Outbound Marketing Mobile And Web Behavior Intelligence Capture Activity And Followership Data
  • 25. INCREASE REVENUES FROM AD OPTIMIZATION 10,000 customer segments & 50,000 attributes recalculated 20X a day; plus more than 300,000,000 daily ad optimizations “[We only have] a matter of minutes to serve up ads to people who have demonstrated an interest in travel before they book. Going from hours to minutes on segment creation and publishing is a huge win for us.” CTO, Leading Internet Corporation Rapid data analysis of 183 million users of 180 countries in 40 languages Banner ads automated based on live conversations Optimized media placement across 10B media impressions per month, regularly delivering 10,000 segmentations in 24 hours Scaled to 80Tb of data in-memory. 24/7 ad hoc reporting for 400 million unique users
  • 26. PREDICT THE NEXT BEST ACTION Predict and influence what customers do next
  • 27. BIG DATA 2.0 NEXT BEST ACTION BLUEPRINT Mobile Device Data in Hadoop CONNECT ANALYZE ACT Customize Inbound Response Projected Product Supply API Level Connection to CRM Database Level Connection Connect to HDFS Connect to HDFS Connect to Text Customer Lifetime Value / Near- Term Value Scores Customer Match Join Derive Aggregate Prepare Personalized Next Best Action Recommendation Business Rule Triggers Optimize Outbound Marketing Build Customer Profile Aggregate and Discover Product History by Customer Customer Match Join Derive Aggregate Prepare Web Behavior Capture Campaign Rules and Objectives Account Info and Demographics Transaction History Real- Time Digital Media Feeds Marketing Automation Increase Campaign Revenue Increase Customer Loyalty Increase Call Center Profits Improve Supply Chain Management Web Activity Mobile Behavior Quantify Social Activity API Level Connection to Marketing Automation Predictive Product Model Predictive Product Model Predictive Product Model Predictive Product Model Predictive Product Model Predictive Product Model
  • 28. LET’S TALK BEST PRACTICES
  • 29. BEST PRACTICES 29 Take Action in Real Time Discover without Limitations Increase Prediction Accuracy
  • 30. TAKE ACTION IN REAL TIME Connect Analyze Act Take Big Data Information Flows • Customer records • Transaction records • Web scrapes • Call center notes • Digital media feeds • Hadoop logs and text files • ePOS Receipts • 30,000 ad campaigns • ERP system … and more Extract Signals Through Advanced Analytics Send Out Personalized Prescriptive Actions • Who is loyal • Who is likely to churn • Who is a repeat customer • Who is willing to buy more • Who will respond to an ad • Who is profitable now • Who is profitable long-term • What should be my next offer • How can I influence customer behavior? …and more • Proactively offer retention bonus to potential churner • Send mobile coupon to customer as they walk by your store • Provide tailored campaign based on individual preferences
  • 31. DISCOVER WITHOUT LIMITATIONS Copyright © 2014 IIA All Rights Reserved
  • 32. INCREASE PREDICTION ACCURACY Copyright © 2014 IIA All Rights Reserved
  • 33. LEARN MORE • Learn more about Actian’s Customer Analytics Blueprints www.actian.com/customer-analytics • Download the paper, “Elevating Customer Analytics” on www.actian.com/resources/ Christy Maver @cdmaver christy.maver@actian.com www.actian.com