Presented during the High Performance Marketing Conference 2014, organized by Accenture on January 23rd, 2014.

1. HOW ANALYTICS CAN HELP YOU IMPROVE
YOUR CUSTOMER EXPERIENCE?
Alfredo Iglesias Rey, Msc Eng, MBA
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2. AN OPEN QUESTION
How close is your organization to being able to use your
company data to consistently make fact-based decisions in
near real-time?
We do this on a consistent basis
2) We are very close
3) We do this occasionally, but not consistently
4) We are not very close at all - only rarely are we able to do this
5) We are lost when it comes to consistent near real-time decisions
1)
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3. OUR BIASED
SAMPLE
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4. THE SAS COOL BOARD
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5. MAKKIE
IN MY LEAGUE
WAY OUT OF MY LAGUE
SO UN-COOL
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UN-COOL
COOL
SUB-ZERO

6. PROPOSITIONS THE SAS COOL BOARD
Customized
pages based on
predicted
behaviour
Recommendation
engine
Real-time
personalized
email
Next best offer
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7. WRAP-UP
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8. OUR APPROACH
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9. THE ANALYTICS
LIFECYCLE
EVALUATE /
MONITOR
RESULTS
IDENTIFY /
FORMULATE
PROBLEM
DATA
PREPARATION
DEPLOY
MODEL
DATA
EXPLORATION
VALIDATE
MODEL
TRANSFORM
& SELECT
BUILD
MODEL
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10. THE ANALYTICS
LIFECYCLE
BUSINESS
MANAGER
Domain Expert
Makes Decisions
Evaluates Processes and ROI
EVALUATE /
MONITOR
RESULTS
IDENTIFY /
FORMULATE
PROBLEM
DATA
PREPARATION
DEPLOY
MODEL
IT SYSTEMS /
MANAGEMENT
Model Validation
Model Deployment
Model Monitoring
Data Preparation
Cop yrig ht © 2012, SAS Institute Inc. All rig hts reserv ed.
BUSINESS
ANALYST
Data Exploration
Data Visualization
Report Creation
DATA
EXPLORATION
DATA MINER /
STATISTICIAN
VALIDATE
MODEL
TRANSFORM
& SELECT
BUILD
MODEL
Story Telling
Exploratory Analysis
Descriptive Segmentation
Predictive Modeling

11. HOW TO START
•
Business objectives
• Channel selection
• Derive insight
• Analytics, analytics, analytics
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12. CHALLENGES AND OPPORTUNITES TO COME
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13. Cop yrig ht © 2012, SAS Institute Inc. All rig hts reserv ed.

14. THE HIPPO VS THE GEEK
HiPPO: Highest Paid Person’s Opinion
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15. A NEW PROFESSION
https://datajobs.com/what-is-data-science
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16. THANKS
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www.SAS.com