1. The Analytical Revolution: Are You
Ready?
Heena Jethwa Sr. Product Marketing Manager
Business Analytics
© 2010 IBM Corporation

2. Reap the Rewards: Create a Positive Customer
Business Analytics Experience
Commonly Asked Questions
Can I get copies of these slides after the event?
Is this event being recorded for later viewing?
© 2010 IBM Corporation
© 2009 SPSS Inc. 2

3. Business Analytics
Key Trends
• Clients are demanding shorter timelines for projects and
faster delivery of findings
• Research is becoming commoditized with clients less
willing to pay for quality
• Non-researcher management are conducting their own
surveys on the internet
• Businesses are seeking added value from research –
more strategic thinking and high-end analysis
• Fresh information, accurate measurement and true insight
© 2010 IBM Corporation

4. Business Analytics
A time for change: Research Press
“What’s driving consumers and markets will breathe
life into a new-look research business one that’s
more tightly focused on delivering clear returns,
actionable information, fresh ideas and a higher
level of service” than before the crisis struck”
ESOMAR Research 2009
“Painting the bigger picture and answering
strategic questions is precisely what market
researchers ought to be doing”
Norio Taori, president of Japanese research firm INTA GE
© 2010 IBM Corporation

5. Business Analytics
A Time for Change: Customer View
“Today, more than ever, insight as well as
foresight are essential to the success of our
business.”
Joan Lewis, SVP and head of consumer knowledge P&G
“Customers are evolving – and so should
marketing and research techniques.”
Elisabetta Osta (CMO) Barclaycard
© 2010 IBM Corporation

6. Business Analytics
The opportunity
“I hope we’ll see collaboration efforts between
various sectors to tackle the tough work required
to build an infrastructure that enables integration
of data from all sources … that’s a huge
opportunity”
© 2010 IBM Corporation

7. Business Analytics
The Challenge
Harnessing the wealth of data
Tuning out noise from valuable insight
Competition for insight
Data access/silos
Changing relationships and expectations
Decisions and data at the right time
Ensuring ROI and profitability
7 © 2010 IBM Corporation

8. Business Analytics
Role of the MRI : Data Provider or Insight Partner?
© 2010 IBM Corporation

9. Business Analytics
Traits of an Insight Partner
Understand and report on what people, think and
do
Data and insight expertise
Objectivity
Methodology
Strong client relationship
Deliver Insight and Foresight
Aid strategic and holistic actions
© 2010 IBM Corporation

10. Business Analytics
More data than we can imagine…
1 billion transistors for every human
10 billion devices connected to the internet
100 Billion smart devices
15 petabytes of new information everyday
© 2010 IBM Corporation

11. Business Analytics
What is a Petabyte ?
20 Million 4 drawer filling cabinets
filled with text
13.3 years of HDTV video
10 billion photos on facebook
© 2010 IBM Corporation

12. Business Analytics
Leveraging all data
Interaction data Attitudinal data
- E-Mail - Opinions
- Call center notes - Preferences
- Web Click-streams - Needs & Desires
- Blogs/ social networks
Descriptive data Behavioral data
- Attributes - Orders
- Characteristics - Transactions
- Self-declared info - Payment history
- (Geo)demographics - Usage history
© 2010 IBM Corporation

13. How can you harness ALL this data and
delivering Insight and Foresight
Predictive Analytics .. For data (structured and
unstructured)
Business Analytics
© 2010 IBM Corporation

14. Business Analytics
The Power of Predictive Analytics- Data Mining
There’s analytics…and analytics
Typical analysis (reporting)
–Measure. Compare. Report. Study.
–“Rear-view mirror”
–Data cuts and crosstabs
Predictive analytics
–Algorithms automatically “learn” significant patterns
–Include all data types attitudinal, transactional,
demographic and Interactive
–Models make predictions for current/new cases
–Insight delivered to drive better business decisions
© 2010 IBM Corporation

15. Business Analytics
Data Mining – Fact or Fiction?
“Predictive Analytics doesn’t have a
whole lot to do with Market Research”
“Predictive Analytics is really no different than
BI… they’re both based on a look in the rear
view mirror”
“Data mining would add little perceived value to
MR customers… so why add another tool to the
toolbox”
© 2010 IBM Corporation

16. Business Analytics
Data Mining –Dispelling Myths
Predictive Analytics and Market Research
– Add value at multiple stages of research – from respondent management, through
data processing, to innovative reporting that delivers deeper, more actionable
insight
– Deliver Foresight and insight
Predictive Analytics vs. Typical Reporting
– Report on data up to the time it’s pulled
– Predictive Analytics uses an extensive pool of algorithms to predict what will
happen next
– Let´s the data do the talking and exploring
Creating Value & Differentiating with Predictive analytics
– Customers increasingly want innovative approaches that help them understand
their business better and make more informed decisions
– Meeting this customer need makes the Market Researcher a more strategic
business partner
© 2010 IBM Corporation

17. Business Analytics
The Predictive Analytics Process
Predict
Analyze data to THIS IS
provide insight and WHERE THE
predict the future INSIGHT
PARTNER
REALLY IS
NEEDED
Predictive Analytics
Capture
Act
Improve customer retention
Customers Constituents
Grow share of wallet
Prospects Employees Store new data
Minimize risk
on customers,
Students Patients events, etc. for Increase customer satisfaction
continuous Enhance market share
improvement
People Data Decision
& Enterprise Data Sources Optimization
© 2010 IBM Corporation

18. Business Analytics
Text Mining in Market Research?
“More and more people are living part of their lives online
and sites like Facebook provide a way for brands and
researchers to move beyond traditional oneway
observation and dialogs.”
Meg Sloan, market research Lead Facebook
“The combination of social computing tools and an
understanding of social networks is allowing us to build
new types of research communities as well as observe
organically created ones, in which respondents can
interact not only with the researchers but with our clients
and, most fertilely, with each other
Mike Cooke GFK NOP
© 2010 IBM Corporation

19. Business Analytics
Time is of the essence
The standard coding process...
Time-Consuming Restrictive Complex
Pre-determined coding Responses need
& Costly scheme for consistency. interpretation.
With IBM SPSS Text Analytics...
Scalable.Projects
Text is read quickly A robust coding Response coding is
are
and intelligently. scheme is derived. fast, accurate,
easily re-usable with
(Natural Language Processing) (Manual/Automatic) and consistent.
new data-sets.
© 2010 IBM Corporation

20. Business Analytics
Including Social media channels
Comments regarding customer experience:
Sentiment Analysis enables organizations to categorize a person’s own words based on both
business issues and customer opinions
© 2010 IBM Corporation

21. Business Analytics
From Unstructured to insight to foresight
From analyst workbenches…
…to executive reports
© 2010 IBM Corporation

22. Business Analytics
Text mining in Market Research: Extracting the Value
Speed
– The power to run text automatically
Focus
– To find the key concepts and phrases
Integration
– Look across many different sources
Value
– Deliver insight that is critical and impactful
“Text Mining can be one of the most powerful tools to
discover new insights and hypotheses from existing data”
Dr. Markus Eberl TNS Infratest Forschung GmbH
22 © 2010 IBM Corporation

23. I2
Business Analytics
Complete Workbench
© 2010 IBM Corporation

24. Slide 23
I2 New image with some blurbs...take it apart a bit and show value that may be easier to lead into the other stuff???
IBM_USER, 4/26/2010

25. I1
Business Analytics
Complete Workbench
Access both structured and
unstructured data from virtually
anywhere
Powerful data aggregation,
transformation, cleansing and
manipulation
Full range of modeling algorithms
Apply multiple techniques and
create ensemble models easily
Leverage intuitive visualizations
to evaluate models
Deploy predictive intelligence in
multiple ways
© 2010 IBM Corporation

26. Slide 24
I1 New image with some blurbs...take it apart a bit and show value that may be easier to lead into the other stuff???
IBM_USER, 4/26/2010

27. Business Analytics
Predicting Outcomes and Measuring Effects
Let the data show you the path to an
outcome
Where are the links between events?
What is important
to the outcome?
How does this
factor contribute
to the outcome?
Is this factor consistently important?
© 2010 IBM Corporation

28. Business Analytics
Finding Commonalities and Differences
Find clusters and
interact with results
visually
Find anomalies and identify their root
cause
© 2010 IBM Corporation

29. Not forgetting Data management and
quality
Business Analytics
© 2010 IBM Corporation

30. Business Analytics
Data Sources & Preview
© 2010 IBM Corporation

31. Data Merge & Preview
Business Analytics
© 2010 IBM Corporation

32. Business Analytics
Data Visualization and Preparation
Visualization Use tables and reports
Use interactive graphs
Transformation Summarize and Manipulate Records
and Preparation
Clean, Transform and Validate Fields © 2010 IBM Corporation

33. Business Analytics
Automatic Data Preparation
© 2010 IBM Corporation

34. Business Analytics
Data Analysis & Modeling
© 2010 IBM Corporation

35. Business Analytics
DataFusion enriches internal data with attitudes
Internal Data External Data
Transactions, Needs, Motivations,
Utilisation, ... Satisfaction
Hard Facts Soft Facts
Where, what, when, Why, how, what for?
how much?
Behaviour Attitudes
Attitude-based
Database Enrichment
© 2010 IBM Corporation

36. Business Analytics
DataFusion - Methodological Approach
Internal Data: customer database Data Fusion
Contact Master Transaction
data: data: data
name, age, (behaviour): Projecting the market research
address, gender, product findings back into the customer
phone, ... usage, database
... ...
Sampling Model estimation
Anonymous,
representative sample
customer Market research:
-ID Master typology of consumers,
Transaction
<=> data target segments, affinities, scores, …
interview- data
ID
© 2010 IBM Corporation

37. Business Analytics
IBM SPSS Technology
Created to be:
– Innovative
– Powerful
– Flexible
– Integrated
– Scalable
– Easy to use
© 2010 IBM Corporation

38. Business Analytics
The Future
‘The future is already here – it’s just unevenly
distributed.’
William Gibson (1999)
© 2010 IBM Corporation

39. Business Analytics
Summary
Changing dynamics of the MRI
Leverage comprehensive workbench for data and text
Maximize efficiencies throughout the research process
Capitalize on new market trends
Deliver insight and foresight
Become the Insight Partner
© 2010 IBM Corporation

40. Questions?
Business Analytics
© 2010 IBM Corporation
38