Presentación de Bill Franks, Chief Analytics Officer de Teradata, en el 16º Congreso de Tecnología para el Negocio Financiero. 27 y 28 de junio de 2016

2. Innovating With Business Analytics
Bill Franks, Chief Analytics Officer, Teradata
June, 2016

3. 3 © 2015 Teradata & Bill Franks
Make The Best Use Of Today’s Many Channels
Omni-channel marketing is not the same as all-channel marketing
Delivering coupons 10
ways is still simply just
delivering a coupon!
Image source: Teradata
Image source: Microsoft Clipart

4. 4 © 2015 Teradata & Bill Franks
Data Driven Activities Must Be A Value Exchange
It isn’t about exploiting customer information …
… but using it to help meet customers’ needs
& reward customers for loyalty
Image source: Teradata

5. 5 © 2015 Teradata & Bill Franks
Capture & Monetize Data In Novel Ways
AMC Story Sync takes viewer tracking and engagement to a
whole new level!
“… a live, interactive experience that allows you to vote in snap
polls, answer cool trivia questions, and re-live tense killer moments
via video clips during the broadcast of the latest episode.”
– AMC Website
Image source: AMC.com

6. 6 © 2015 Teradata & Bill Franks
Borrow Analytics From Other Industries
As industry lines blur, your organization may well benefit from
techniques historically applied elsewhere
What can your organization
borrow from other industries?
Image source: Clipart

7. 7 © 2015 Teradata & Bill Franks
The Analytics Of Things Is Here!
The analysis of sensor data from the Internet of Things will drive
huge value in the near future
Image source: Microsoft Clipart

8. 8 © 2015 Teradata & Bill Franks
Don’t Repeat The Mistakes Of The Past With Big Data
Big data must be put in context within a broader
enterprise data and analytics strategy
Image source: Microsoft Clipart

9. 9 © 2015 Teradata & Bill Franks
Knowing Part Of A Customer Isn’t Enough
Additional Web Data
• Browsed mortgage rates 5 times in
last month
• Viewed information on
homeowners insurance
• Viewed information on flood
insurance
• Explored home loan options 3
times in the past month
Traditional Data
• Has 4 accounts – checking, savings,
credit card, car loan
• Makes 5 deposits and 25
withdrawals per month
• Never visits branch in person
• Total of $50,000 in assets deposited
• Owes $15,000 on card & loan
You’ll lose to more nimble competitors if you don’t keep up with
their level of customer knowledge
What should you offer
this customer today?
It is a lot easier to
decide now, isn’t it!

10. 10 © 2015 Teradata & Bill Franks
Optimize Your Websites (Or Call Centers)
$
Desired documents found, but only after 12+ steps!
Clickstream
Led to a
phone call
Clickstream
Led to a
document
download
Analyze browsing patterns to identify challenges customers have
with the site and to streamline it
Save costs while increasing
customer satisfaction!

11. 11 © 2015 Teradata & Bill Franks
Follow Each Customer’s Journey
Transactional data, web data, customer service data, application
data, social media data, and more can be combined

12. 12 © 2015 Teradata & Bill Franks
Identify Important Relationships
Link people and businesses together via address, beneficiary
information, or other connections

13. 13 © 2015 Teradata & Bill Franks
Predicting Churn: Traditional vs Multi-Genre Method
Old way New way
Social Network Analysis
Behavioral Path Analysis
Current Statistical Model
Social
Network
Analysis
Behavioral
Path
Analysis
Current
Statistical
Model
ChurnersIdentified

14. 14 © 2015 Teradata & Bill Franks
Save Costs While Lowering Risk: Multi-Genre Analytics
Leveraging text analytics in combination with predictive models
and graph analysis, it is possible to flag suspicious interactions

15. 15 © 2015 Teradata & Bill Franks
Join The Analytics Revolution!
Image source: Target
Analytics is going through its own industrial revolution!
Image source: iStock

16. 16 © 2015 Teradata & Bill Franks
Operational Analytics Build On Traditional Analytics …
… traditional
analytics aren’t
replaced, but are
taken further!
Image source: iStock

17. 17 © 2015 Teradata & Bill Franks
Operational Analytics Are …
Embedded
Automated
Run In
“Decision Time”
Action Oriented
Prescriptive
Images source: Teradata

18. 18 © 2015 Teradata & Bill Franks
“Decision time” operational analytics are not the same as
batch analytics applied operationally
A Critical Distinction
Reverse that Fee,
Please!
Sorry, but no.
Image source: Teradata
Image source: Teradata

19. 19 © 2015 Teradata & Bill Franks
Monitoring Decisions, Not Approving Decisions …
Image source: Wikimedia
Operational analytics TAKE ACTION. Those actions are
monitored after the fact rather than reviewed up front
Image source: Teradata

20. 20 © 2015 Teradata & Bill Franks
Operational Analytics Require Extreme Care
Image source: Alper Cugun on Flickr
Along with the power comes GREAT RESPONSIBILITY and RISK

21. 21 © 2015 Teradata & Bill Franks
Be Prepared To Deal With Trouble
When DECISIONS are proactively
and automatically made by algorithms,
things can (and will!) go wrong
Image source: iStock

22. 22 © 2015 Teradata & Bill Franks
Good Enough vs. Perfect
With operational analytics, the goal is not to maximize the quality of
each individual decision …
… but rather to
MAXIMIZE THE
AGGREGATE IMPACT
of the process
across all decisions
Image source: iStock

23. 23 © 2015 Teradata & Bill Franks
Build Complexity Over Time
Add new layers of complexity after the prior layers are fully
deployed and stable
1 - Optimize Truck Contents
2 - Optimize Daily Route
3 - Optimize In Real Time
Image source: Kirinohana on Flickr
Truck Delivery Route
Optimization Example:

24. 24 © 2015 Teradata & Bill Franks
Analytics Can’t Replace Execution
If you don’t act on your findings, you will realize no value!
Image source: Teradata
Image source: Teradata

25. 25 © 2015 Teradata & Bill Franks
Change Actions, Not Necessarily Minds …
Image source: Microsoft Clipart

26. 26 © 2015 Teradata & Bill Franks
Improving Our Lives By Freeing Our Time
• Children today WILL learn
how to drive
• They may NOT HAVE to drive
by the time they are 30
• They will probably NOT BE
ALLOWED to drive at my age!
Image source: State Farm on Flickr

27. 27 © 2015 Teradata & Bill Franks
If You Have Further Questions Or Comments
Bill.Franks@Teradata.com
www.Bill-Franks.com
Twitter: @BillFranksGA