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Bridging the Gap Between Technology and Research PMRS-Ottawa Breakfast October 9, 2002 Nancy Morrison, SPSS MR.

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Presentation on theme: "Bridging the Gap Between Technology and Research PMRS-Ottawa Breakfast October 9, 2002 Nancy Morrison, SPSS MR."— Presentation transcript:

1 Bridging the Gap Between Technology and Research PMRS-Ottawa Breakfast October 9, 2002 Nancy Morrison, SPSS MR

2 Taking research to a new dimension Evolution of Market Research Dimensions Technology Platform Objectives Application & technology infrastructure SPSS MR Data Model Web Portals Data Mining and Predictive Analytics

3 Evolution of Market Research The Dark Ages: Pre 1960 The Revolution Begins… 1970s 1980s 1990s Test the Air Focus Groups, Telephone Surveys CATI Systems Mass Marketing Web Surveys Paper & pencil counts Batch tabulations PCs & Charts Data Warehouses OLAP, Stats get easier!

4 Evolution of Marketing

5 Market Intelligence Today More and More Market Surveys Untapped Corporate Data Bases Industrial and Market Globalization Internet Driven Data Increased pressure for profitability and ROI

6

7 State of the Industry Targeted marketing International-multiple language & multiple mode- projects Advanced analytics Marketing Information Portals High-end, integrated data systems

8 An operating system for end-to-end Marketing Support Systems Tools for implementation of… Next-generation, multi-mode data collection Sampling & customer information management Data management, processing and delivery Business Intelligence applications Seamless integration across component applications

9 Dimensions & the SPSS MR Data Model Dont be constrained by your software!

10 The vision of Dimensions But first, Why? Synthesis of collected product suites Stop pushing the boulders up the hill Platform, not just applications Innovate or step aside

11 Dimensions application objectives Easy to use Feature rich & high quality Customisable & extendable Integrate with other data formats / software applications Multilingual

12 Dimensions ideology Open Standard and Extensible (SDK) Scalable Integrated Global

13 The next dimension is here… Interview in multiple modes Free up your workflow Work with data in any language Create custom applications or interfaces Differentiate yourselves from the competition Maximize the value of research throughout the enterprise

14 Integrated, multimodal & end-to-end Data is at the heart of both research operation and meaningful business decisions Every aspect of the research process is covered Execute surveys in multiple modes with central data capture and analysis

15 SPSS MR Online SPSS MR Online – ASP & online research services

16 Free up your work flow! Modular & customizable system eliminates dictatorial step-by-step process flow Feed & access central data source simultaneously No constraints, no limitations

17 Open wide…! Work with SPSS, competitor, proprietary and any other data formats Advance research data throughout the enterprise Extend the software to your specific needs

18 Technical strategy Win32 operating system NT, Win95/Win98, Win 2000, XP, CE MS COM components,.NET Component Object Model Browser-enabled applications Where applicable

19 The products Design Collection Analysis Publishing mrInterview - Web - CATI - CAPI - etc. mrPaper mrScan Verbastat mrAuthor WordParser SPSS AnswerTree Clementine Etc… SmartViewer WebApp OLAP Project Management mrDatamgr mrTranslate mrTables

20 Example: mrInterview goes multimodal XML Data Questionnaire Authoring Interview engine WebWAP Infopliance Scripting Open Interface

21 SPSS MR Data Model The Center of Dimensions

22 The SPSS MR Data Model is not… A data structure (i.e. ASCII, Binary, Database) A data warehouse A standard format Once you get it into the Data Model format… The Data Model is much more powerful!

23 The SPSS MR Data Model is… A data access methodology, providing access to: Metadata Casedata An application integration layer Allows different applications to communicate using the same framework Extensible / Customizable

24 The SPSS MR Data Model is… Set of data and metadata APIs that enable Survey authoring Multimode data collection Tabulation & predictive analytics Publishing of results Open import/export options Freedom of workflow …in a market research environment

25 Moving to another level Complete integration of disparate data sources Open platform for centralized management of applications and global projects Fully integrated component applications

26 Open platform for common access MR Application MR data SPSS MR Data Model

27 Components SPSS MR Data Model MR Applications MR Data Customized Software

28 MR Data Interface Case Data COM (OLE DB) SQL Metadata COM XML Quantum Quanvert Survey- craft Survey- craft ODBC In2data SPSS (.sav) SPSS (.sav) Others Read-only

29 Robust component architecture Encapsulation of functionality into modules allows for rigorous testing Implementation details are visible only within the module, and can be safely changed

30 Extensible component architecture Reduces complexity of application programs, making them easier to adapt Autonomous (decentralized) modules increase the likelihood that a simple change will affect just one module or logical subsystem

31 Compatible component architecture Improves compatibility between software systems, making it easier to combine and integrate systems Applications are more portable

32 Web Portals Sharing Insights

33 Portals: insight, access Information gathering Knowledge activation Decisions, strategy, innovation Corporate knowledge

34 Portal platforms Structured environment for sharing information: Across multiple platforms, applications and data sources Among widely dispersed – and diverse – people and groups Across company boundaries

35 Marketing information portals Marketing context dashboards Integration of multiple data sources Interactive OLAP, analytics, graphics Business planning environments Analytical & planning templates, cookbooks, training applications

36 Decision support / EIS Management summary reporting Portal Toolkit Smartviewer WebApp mrTables/ WebTables mrOLAP? Third-party Tools Adapt CRM Customer loyalty programs Marketing information portals Data mining & predictive modeling Plugins to CRM systems Syndicated MR services Forecasting mrStream

37 Data Mining and Predictive Analytics Using the present to understand the future

38 Why Data Mining? Surveys collect market data Transaction systems store the data Tabulations and OLAP reports the data Data mining enables people to change what they do based on the data Make better business decisions

39 Tabulations vs. Data Mining Tabulations What was the response rate to our mailing? Which customers didnt renew their policies last month? Who were my 10 best customers last month? Data mining What is the profile of people likely to respond to future mailing? Which customers are likely to switch to the competition in the next six months. Which 10 customers offer me the greatest profit potential?

40 Data Mining Market Research Applications of Data Mining & Market Research Customer Profiling Customer Value Customer Loyalty Customer Segmentation Customer Propensity Customer Satisfaction Performance Forecasting Product Associations New Product Planning Brand Awareness Market Share Ad Effectiveness

41 Be a part of the revolution Constantly evolving Made for researchers, by researchers Revolutionary platform that puts you in the corporate playing field An eye on the future Take control! Let Research Lead Technology!


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