1. Integrated Marketing Analytics
& Data-Driven Intelligence

2. • Bruce Swann
• Manager, CI / Integrated Marketing, SAS
• Scott Briggs
• Principal Solutions Architect, Customer Intelligence, SAS
• Suneel Grover
• Sr. Solutions Architect, Integrated Marketing Analytics, SAS
• Adjunct Professor, The George Washington University (GWU)

3. Module 1: Big Data, Visualization,
and Answering the Question: Why?

4. Agenda
I. The opportunity of information overload and analytics
II. Analytically-injected data visualization
III. Predictive modeling, forecasting, and applications for
segmentation
IV. Mobilizing business insights

5. Video (Time: 0:00 – 7:30)
http://youtu.be/5Zg-C8AAIGg

6. “The Greatest Value Of A Picture
Is When It Forces Us To Notice
What We Never Expected To See.”
John W. Tukey, Exploratory Data Analysis 1977

7. Interactive Living Creatures
http://www.informationisbeautiful.net/visualizations/worlds-biggest-data-
breaches-hacks/

8. Everything Is Relative
http://guns.periscopic.com

9. Mapping
http://www.richblockspoorblocks.com/

10. WHY IS DATA VISUALIZATION SO
HOT RIGHT NOW?
1. Liberate Data
2. Empower People
3. Design for People
Perspective:

11. The Need For Data-Driven Marketing
http://adobe.ly/OZJfSi

12. Advanced Analytics(Data
Miners, Statisticians, etc.)
Web & Digital Analytics
(Digital Ninjas, Web Analysts, etc.)
1. Mature analytic methods & practices
2. Powerful databases & tools
3. Low (growing) experience with digital data
1. BI-centric analytic methods & practices
2. Lack powerful tools for multi-channel analytics
3. Low (growing) awareness of advanced analytics
TWO ANALYTIC WORLDS COLLIDING…
…AND COMMUNICATION IS KEY

13. Advanced Data Visualization (ADV)
“Enterprises find advanced data visualization
(ADV) platforms to be essential tools that enable
them to monitor business, find patterns, and
take action to avoid threats and snatch
opportunities.”

14. Why Is ADV Critical?
Firms need to use data visualization because
information workers:
1. Cannot see a patternwithout data visualization
2. Cannot fit all of the necessary data points onto a single
screen
3. Cannot effectively show deep and broad data sets on a
single screen

15. How Has Data Visualization Changed?
1. Dynamic data content
2. Visual querying
3. Multiple-dimension, linked visualization
4. Animation
5. User personalization
6. Business-actionable alerts

16. Business Actionable Alert

17. THE INTERSECTION OF DATA
VISUALIZATION AND BIG DATA…

18. Video (Time: 0:00 – 1:20)
http://youtu.be/ntWphJvCTqk

19. Video (Time: 0:00 – 1:18)
http://youtu.be/ipxRA7ira4c

20. Where Do We Begin?
“There is no better place to start than data, since it is
the fuel needed to make insightful decisionsthat can
drive your business forward.”
OtherEDW SocialCRM Digital Mobile
Integrated Data Management
DataSources
Data
Quality
Data
Integration
Data
Model
Data
Governance

21. Big Data Challenges
Many organizations are concerned that the amount of amassed
data is becoming so large that it is difficult to find the most
valuable pieces of information
1. What if your data volume gets so large and varied you don't
know how to deal with it?
2. Do you store all your data?
3. Do you analyze it all?
4. How can you find out which data points are really
important?
5. How can you use it to your best advantage?

22. One Possible Consideration…
Marketers increasingly want
to merge their own
customer data with that of
third parties to better
segment audiences. That's
why the Data Management
Platform (DMP)has been a
hot segment…

23. DMPs – Current State
1. Today’s leading DMPs are ingesting a wide range of
owned and licensed data streams for insights and
segmentation and are pushing data into a growing
number of external targeting platforms, helping
marketers deliver more relevant and consistent
marketing communications.
2. DMPs still need to build out mobile tracking and
targeting
3. DMPs still need to tighten integrations with existing
marketing automation platforms and offline systems.

24. Another Consideration: “DIY”
A number of recent technology advancements are enabling
organizations to make the most of big data and big data
analytics:
1. Cheap, abundant storage and server processing capacity.
2. Fasterprocessors.
3. Affordable large-memory capabilities, such as Hadoop.
4. New storage and processing technologies designed
specifically for large data volumes, including unstructured
data.
5. Parallel processing, clustering, MPP, virtualization, large grid
environments, high connectivity and high throughputs.
6. Cloud computing and other flexible resource allocation
arrangements.

25. Video (Time: 0:00 – 4:48)
http://youtu.be/d5OXF-0B6JM

26. Data Management & Analytics
“Being able to derive insights from data is the key to
making smarter, fact-based decisions that will
translate into profitable revenue growth.”
OtherEDW SocialCRM Digital Mobile
DataSources
Data Management
Analytics
Data
Quality
Data
Integration
Data
Model
Data
Governance
Analytic
Segmentation
Predictive
Modeling
Analytic Data
Visualization
Forecasting

27. * Gartner’s research shows only 13% of companies make extensive use of predictive capabilities.
* “What would you prefer – a report that shows customers you lost, or a model that shows who is
about to churn and how to keep them?”
Be Proactive: More Difficult, But More Value
http://www.gartner.com/technology/su
mmits/la/business-intelligence/

28. EA Case Study Video (Time: 0:00 – 9:00)
http://youtu.be/ZK_PXlbvOfM

30. Discover relevant themes and
relationships in social media, call
notes and email for deeper insights
and improved business
management
Understand and find
relationships in data to make
accurate predictions about
the future
Leveraging historical time
series data to drive better
insight into decision-making
for the future
Make appropriate
business decisions by
understanding
dynamics and utilize
resources the best way
FORECASTING
DATA MINING
TEXT ANALYTICS
OPTIMIZATION
FOUNDATION
ANALYTICS
ADVANCED ANALYTICS
INFORMATION
MANAGEMENT

31. DATA VS. ANALYTIC VISUALIZATION
IS THERE A DIFFERENCE?
DATA VISUALIZATION ANALYTIC VISUALIZATION
EXPLORATION DISCOVERY

32. Forrester Big Data
Predictive Analytics Solutions Wave
Q1-2013
Forrester Advanced Data
Visualization Solutions Wave
Q3-2012

34. Social Media, Foursquare, & Visualization
NYC vs. Tokyo
http://vimeo.com/62289901

35. Questions?

36. Saturday Afternoon Preview
Omni Channel Orchestration &Interaction
1. Operationalizing digital data capture and integration
2. Data-driven, multichannel outboundmarketing
3. Real-time inbound marketing and dynamic analytics
4. Creating adaptive customer experiences