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