The best of CRM Evolution 2013 and Customer Service Experience conferences! Two of the most popular industry analyst presentations are included: "How Big Data Analysis Fuels Customer Management Excellence" "Integrating Social Media Into Multichannel Customer Service" Over 850 Fortune 500 businesses (revenues greater than $4.5B) across 10+ industries were analyzed for this extensive research initiative.

1. Exploiting Big Data Analytics for
Customer Engagement
Leslie Ament, SVP & Principle Analyst
Hypatia Research Group
CRM Evolution 2013
Customer Service Experience 2013

2. Big Data Analytics
 Customer & Market Intelligence Research & Advisory Services
 Research Overview & Methodology: MARKET
 Survey Respondent Profiles:
 Over 850 business panelists took the survey
 436 fit the criteria selected for respondents.
 BDA Defined
 Current Operating Environment
 Plans, Performance Metrics & ROI
 About Hypatia & Contact Info 2

3. Hypatia Research Group Covers
Enabling Technologies, Processes &
Services For End-Users
•Text Analytics
•Data Mining
•Operational &
Predictive Analytics
•Social Intelligence
•Management
Consulting
•Market Intelligence
•Best Practices
•KPI’s & Performance
Metrics
•CRM / SCRM
•Marketing
Automation
•Web Analytics
•Social Community
•Data Integration
•Data Quality
•GRC & Security
•Identity
Management
Information
Management
Customer
Interaction
Management
Business
Intelligence/
Analytics
Consumer
Insight /
Market
Intelligence
3
Hypatia Research Group was founded in 2001
©2001 Hypatia Research Group, LLC

4. Research Methodology
MARKET Analysis
 Market Pressures and Challenges
 Actions and Responses
 Knowledge and Capabilities
 Enabling Technologies
©2013 Hypatia Research Group, LLC

5. BDA DEFINED
Please see our usage policy at:
http://hypatiaresearch.com/productspricing/usagepolicies.html
©2013 Hypatia Research Group. All Rights Reserved.
5
Hypatia Research Group considers Big Data Analytics technologies
capable of efficiently performing descriptive, diagnostic, predictive
or prescriptive analysis on large quantities of information (ranging
from dozens of terabytes to many petabytes) of data and
unstructured content.

6. Company Size & Sectors
6
35.5%
23.8%
40.6%
$4.5B to
$10B
$10.1B to
$20B
More than
$20B

7. Roles & Functions
7
BDA Decisions are largely
operational with down
streams benefits realized:
Strategic 23%
Operational 58.55
Execution/Tactical 18.5%

8. Big Data Analytics Maturity by
Timeframe: 2012
8
11.2%
15.1%
13.2%
11.7%
11.2%
10.0%
27.6%
We do not currently utilize any type of
large scale analysis of our business
information and have no plans to do so in…
We have just started and plan to expand
our usage
More than 6 months, but less than 1 year
1 to 2 years
More than 2 years, but less than 3 years
More than 3, but less than 5 years
More than 5 years
Nearly 50% (48.8%) of
Fortune 500 have >2
years experience with
Big Data Analytics!
©2013 Hypatia Research Group. All Rights Reserved.

9. Why Companies Invest in BDA:
All About Customers & Revenues
9
20.0%
31.3%
32.3%
27.7%
38.8%
41.5%
38.5%
21.2%
44.6%
38.1%
21.9%
28.4%
31.1%
31.8%
33.3%
34.5%
39.3%
44.6%
48.6%
50.3%
OTHER: Write in
Better management of our enterprise risk and liabilities
Early warning and/or reduction in terrorist or cyber attacks
Proactively uncover potential issues, make appropriate course
corrections, and resolve complaints before they escalate
Competitive or Market Intelligence tracking
Reduce cost via more accurate, real-time decision support
Refining our corporate strategy and decision making processes
via data-driven insights
Big Data Analysis for product innovation, Ideation and design
enhancement initiatives
Increase top-line growth via more accurate, real-time decision
support
Increase sales & marketing effectiveness
High Priority for Marketer High Priority for IT

10. How Will BDA Be Used to
Improve Business Processes?
10
Hint: It’s All About Customers and Revenues
1.6%
17.5%
41.9%
45.9%
47.2%
50.4%
54.1%
Other: Please describe
Use social intelligence to improve or operationalize
best practice work-flows for social interactions
Help improve effectiveness of product launch and
campaign plans
Support segmentation of customers or prospects in
order to respond and/or to take next best action
Identify high-risk events or topics for immediate
course correction and/or response
Help identify high value customers for most
appropriate rules-based responses
Help improve customer service and support processes
©2013 Hypatia Research Group. All Rights Reserved.

11. Customer Recognition Across
Multiple Channels: Importance
11
10.4%
47.2%
42.4%
Not Critical or
Important
Important & Useful
Critical for our
business
89.6% cited importance of customer
recognition no matter the channel of
interaction!

12. Customer Recognition Across Multiple
Channels: Customer Management
Proactively uncover
potential issues, make
appropriate course
corrections, and resolve
customer complaints before
they escalate
Not Critical or
Important
Important &
Useful
Critical for our
business
Not Essential for Investment
0.00% 50.00% 50.00%
Important
0.00% 83.30% 16.70%
High Priority for Investment
0.00% 20.00% 80.00%
12
©2013 Hypatia Research Group. All Rights Reserved.

13. Usage Timeframe ≠ ROI
Usage Maturity = ROI
13

14. Recommendations
 Top performers are more likely to have a clear set of business objectives—Which style
of Customer Care best aligns with your organization’s goals for customer engagement?
 Measurable KPI’s aligned with corporate goals—these can be strategic, operational or
tactical metrics that are tangible rather than “soft” metrics.
 Organizational structure with accountabilities defined that map to business objectives
 In addition to “transactional” data, set up processes to convert contextual (social)
information to actionable insight that can be acted upon. Sentiment analysis provides
guidance or trending, but textual analytics enables discovery correlation. Leaders don’t
just monitor social conversations, they proactively act upon and engage with customers.
 Mapping of business workflows—with automated or semi-automated rules or decision
management capabilities to provide consistency in customer service & engagement
initiatives.
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©2013 Hypatia Research Group, LLC

15. 15
Q & A
Leslie Ament, SVP Research &
Principal Analyst
Hypatia Research Group
M: 617-230-0067
O: 781-862-5106
lar@hypatiaresearch.com
www.HypatiaResearch.com
http://Store.HypatiaResearch.com
Thank You