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Using Big Data & Analytics to enhance marketing ROI & drive Revenue Growth

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This Deck was presented by Mr. Guha Athreya, Senior Manager, Customer Analytics in PAW Boston on 30th September, 2013.

AbsolutData is a global leader in applying analytics to drive sales and increase profits for its customers. AbsolutData has built strong expertise and traction with Fortune 1000 companies across 40 countries. We specialize in big data, high end business analytics, predictive modeling, research, reporting, social media analytics and data management services. AbsolutData delivers world class analytics solutions by combining their expertise in industry domains, analytical techniques and sophisticated tools.

Visit us here : www.absolutdata.com

Veröffentlicht in: Business, Technologie
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Using Big Data & Analytics to enhance marketing ROI & drive Revenue Growth

  1. 1. © Absolutdata 2014 Proprietary and Confidential Chicago New York London Dubai New Delhi Bangalore SingaporeSan Francisco www.absolutdata.com April 29, 2014 Using Big Data & Analytics To Enhance Marketing ROI & Drive Revenue Growth
  2. 2. © Absolutdata 2014 Proprietary and Confidential 2 Absolutdata snapshot 2  To empower forward-looking organizations to reach new heights of business performance through the optimal use of data  Deliver consulting-oriented advanced analytics services to a global client base Services Provided CRM Analytics Marketing Effectiveness Analytics Data Visualization & Reporting Market Research Big Data
  3. 3. © Absolutdata 2014 Proprietary and Confidential 3 …today, adding the “claimed impact” across on-line and off-line channels results in a number greater than the revenue of the enterprise The challenge in driving marketing ROI and enhancing revenue growth 30% 45% 60% 20% 100% ??? We can only improve what we can measure…
  4. 4. © Absolutdata 2014 Proprietary and Confidential 4 Prediction Media  On-line  Offline External  Competition  Technology  Macro economics Revenue History Revenue is impacted by many drivers beyond just Media Investments Media channels work together, but each channel reports all of the synergies Other Marketing  CRM  Pricing  Distribution Operations  Supply  CSAT Misguided modeling efforts result in over-fitting History but miss Prediction Accuracy The root causes….
  5. 5. © Absolutdata 2014 Proprietary and Confidential 5 A holistic approach to revenue attribution Enterprise Revenue Strategic Business Units Brands / Regions / Channels Other Drivers Services, Capacity, Quality etc. Marketing On-Line Off-Line One to One Search Social Media Loyalty OthersTV Radio Print
  6. 6. © Absolutdata 2014 Proprietary and Confidential 6 Two pre-requisites for revenue attribution using big data  Transactions  On-line behavior  Sales and channels  Media spend and impressions  Social media and sentiment  3rd Party  Competition  Customer satisfaction  Brand equity  Other primary & secondary research  Loyalty program  Direct Marketing  Macro economics Organized integration of disparate data sources  Ensemble models and a hierarchical approach work best  Modeling methodologies including OLS, HB reg, Pathway Analysis and Discrete Choice Models  Tools and Platforms include R, Excel VBA, Java etc Data should determine choice of tools and techniques (not vice versa)
  7. 7. © Absolutdata 2014 Proprietary and Confidential 7 Point of arrival – A dashboard with scenario planning & simulation capabilities enables optimization On-line Application Model Validation & Updating Volume Drivers What – if Simulation
  8. 8. © Absolutdata 2014 Proprietary and Confidential 8 Building a global knowledge base across regions & industry verticals …Consumer Durables…Telecom…Electronics….Retail…CPG…Banking…E-Commerce…
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