How the big data platforms are empowering to 1) build market mix modeling and digital attribution and help make marketing budget decision 2) financial institutions to tackle new generation usecases.
4. Why should you do data science?
• Axiom: More Data = Better Models -> Better Business Decisions
• but requires new platforms
• Business has ever-shorter expectations of “Time to Insights”
• Across industries markets expect a “Tailored Experience”
• customers expect companies to know them better
• Competitive pressure
• If you don’t do it your competitor will
• Data sets to accomplish the above are getting bigger and more
complicated
• traditional BI / Analytics falls short
5. Trend
Time = money
Data = money
Big Data = money
Big unknowns = money !
.
.
Big connectivity = money!
8. Traditional multi touch models
Derive the relationship based on the past data
Fit and train a model
Use the model to predict/simulate
Not evidence based. Correlation doesn’t mean casuation
Does not drilling down to next levels
16. Next gen multi touch models
visualize
Analyze/model
transform
Ingest
Call center data
Sales/marketing data
17. Problems at a hierarchy
Chief marketing officer
Print media manager Digital channel manager
Campaign managers
How should we amend the marketing budget
How do I distribute the budget among various
sub channels
How do I maximize the ROI of my campaigns
26. Successful Hadoop Deployment Needs
Faster & Easier Workload
Offload
Identify suitable workloads and
provide recommendations for
predictable offloads
Big Data Architect
Enable Peak Performance
On Hadoop
Understand usage to actively
manage and optimize data models
to enable peak performance
Database Admin
27. Navigator Optimizer: Offload to
Hadoop Predictably
Select the right workloads to migrate
• Visibility into existing workloads
• Cost assessment per workload
Understand workload requirements
• Determine most common workload patterns
• Develop data-driven offload strategy
Reduce the offload cost
• Complexity assessment with specific
recommendations
• Focus efforts by identifying duplication