2. Jared Stivers
Introductions
• Visionary leader specializing in business
intelligence and marketing analytics.
• Founder and project lead of the open source
business intelligence company OpenI.
• CEO/CTO of Loyalty Matrix (‘02-’07), a leading
Software-as-a-Service (SaaS) provider of
marketing analytics, acquired by Responsys in ‘07.
• At Responsys, led the integration of Loyalty Matrix
technology and services as Responsys‘s own
analytics product Interact Insight.
• Software industry veteran for over 15 years,
successfully launched several software products,
both enterprise and on-demand at companies like
Netcentives, Ameritrade, and InfoUSA.
• Master's degree in Computer Science from the
University of Nebraska, published in numerous
software industry journals.
• LinkedIn: http://www.linkedin.com/in/sandeepgiri
• Blog: http://sandeep-giri.blogspot.com
All Rights Reserved (c) 2009, OpenI, Inc.
Sandeep Giri
• Hands on analytical strategist
• Authored one of the first guides to applying the
tenants of data analysis to unstructured social
media
• Sr. Analytics Consultant at Loyalty
Matrix/Responsys (’06- ‘09)
• At Loyalty Matrix/Responsys guided Apple’s .mac
division through it’s transformation to MobileMe
• At Responsys defined and published the basics of
email analytics as well as applied them in practice
with The Walt Disney Co, GE Money, Lego and Sun
Microsystems among others
• Masters of Business Administration San Francisco
State University, BA from the University of
California at Santa Barbara
• LinkedIn: http://www.linkedin.com/in/jaredstivers
• Blog:
http://www.analyticsfouronefive.blogspot.com/
3. Scorecards = How are We Doing Now?
Where should We Focus?
• Scorecard measures 3 key concepts
– People:
• Universe of People We can Market to
• How they Differ
– Message:
• Content and Context of our Communication
• Is it on Target
– Results:
• Is Marketing Generating Revenue?
• How Effectively?
• Translate this to Online
All Rights Reserved (c) 2009, OpenI, Inc.
4. Contacts
How big is the universe of people I can
talk to in each channel? Is it growing?
Campaigns
Which Campaigns drive most
responses? Compared to Industry?
0
10
20
30
40
50
60
Q1 Q2 Q3 Q4
New High Spend Loyal Lapsed
Revenue
What are the trends and drivers of my
revenue?
0
2
4
6
8
10
12
14
Q1 Q2 Q3 Q4
People Message Results
Products
Which products provide best response?
0
2
4
6
8
10
12
Q1 Q2 Q3 Q4
ProductA ProductB Product C ProductD
ROI
Best/Worst Returns by Campaigns,
Products, Segments and Channels
-0.1
-0.05
0
0.05
0.1
0.15
0.2
0.25
ROI
Segments
How Engaged are my customers?
0
10
20
30
40
50
60
Q1 Q2 Q3 Q4
New
Loyal
Best
Lapsed
Lost
0
20
40
60
80
100
120
Q1 Q2 Q3 Q4
affiliate
PPC
website
search
email
C1
C2
Industry
C3
All Rights Reserved (c) 2009, OpenI, Inc.
6. Next Steps
• How do these concepts apply to your
organization and industry?
• Where is the data required to create similar
scorecards?
• Can we define a pilot scorecard project for
you?
• What are the success metrics for the pilot?
• What is the budget and timeline?
All Rights Reserved (c) 2009, OpenI, Inc.
7. Next Steps
• How do these concepts apply to your
organization and industry?
• Where is the data required to create similar
scorecards?
• Can we define a pilot scorecard project for
you?
• What are the success metrics for the pilot?
• What is the budget and timeline?
All Rights Reserved (c) 2009, OpenI, Inc.
