We think you have liked this presentation. If you wish to download it, please recommend it to your friends in any social system. Share buttons are a little bit lower. Thank you!
Presentation is loading. Please wait.
Published bySamson Lane
Modified about 1 year ago
Predictive Analytics for Business and Marketing © 2007 Prediction Impact, Inc. All rights reserved Hosted by Prediction Impact, Inc. in association with the Emetrics Summit ________________________ Eric Siegel Ph.D. Prediction Impact, Inc. email@example.com (415)385-1313
Predictive Analytics for Business and Marketing © 2007 Prediction Impact, Inc. All rights reserved Case Study: Direct Response 1.Company overview : National veterans organization Non-profit organization; fund raising 2.General Objectives Find good donors Recapture “lapsed” donors Find “high dollar” donors There is often an inverse correlation between likelihood to respond and dollar amount of gift. Cost-effective fund raising—net revenue
Predictive Analytics for Business and Marketing © 2007 Prediction Impact, Inc. All rights reserved Problem-Solving Session Template 1.Overall strategy Outline of initiative and its primary phases 2.Predictive modeling approach Prediction statement/goal Data required Applicable segments Predictors Deployment: How the model will be integrated or otherwise made use of Business case 3.Evaluation KPIs (a la business goals) Final AB test; control group Baseline method for comparison 4.Challenges and bottlenecks anticipated Organizational Technical
Predictive Analytics for Business and Marketing © 2007 Prediction Impact, Inc. All rights reserved Problem-Solving Session #1: Retention Business: Web-o-Rama House of Metrics (worhm.com) Year: 2012 Type: B-2-B Description: Web analytics services for small to medium businesses Customer Breakdown: –100k free subscribers –30k premium subscribers Credit card auto-bill monthly High churn rate: 35% per year Problem: Attrition rate has increased 20% since last quarter, while conversions have remained the same. Another team is working on increasing conversions.
Predictive Analytics for Business and Marketing © 2007 Prediction Impact, Inc. All rights reserved Summary of Killer Apps Increased profit with response modeling for direct marketing –Increase response rate –Decreased spending Increased customer retention by predicting defection –Retaining tenured customers –Converting first-time customer Increased response with targeted content –Dynamic, behavior-based content selection –From AB selection to ABC...Z selection Increased sales by predicting cross-sell opportunities –Recommendations engine –Collaborative filtering Increased net worth by predicting customer lifetime value (LTV) –Higher valued acquisitions –Optimized retention targeting
Predictive Analytics for Business and Marketing © 2007 Prediction Impact, Inc. All rights reserved Jellybeans Brain Teaser Good: red red red red red red red red red red red Good: blue yellow green orange Bad: black moive magenta beige turquoise fuisha
Predictive Analytics for Business and Marketing © 2007 Prediction Impact, Inc. All rights reserved How a Crystal Ball Works
Predictive Analytics for Business and Marketing © 2007 Prediction Impact, Inc. All rights reserved Predict This! Introduction Data Overload How Modeling Works Statistical Models in Fashion Modeling Methods Deployment & Results Conclusions
Predictive Analytics for Business and Marketing © 2007 Prediction Impact, Inc. All rights reserved Can Computers Think
Predictive Analytics for Business and Marketing © 2007 Prediction Impact, Inc. All rights reserved Next Steps for you Moving towards a predictive analytics initiative –List your top 3 to 5 business optimization objectives –Match the list of killer apps to these objectives –Scope the data collections requirements Other courses –The Modeling Agency's Level II and III Training –Tools courses, such as Salford Systems –These courses go beyond business apps to include science and engineering
Predictive Analytics for Business and Marketing © 2007 Prediction Impact, Inc. All rights reserved Recommended References Sources Prediction Impact’s bi-annual email newsletter: Case studies, articles, events. Click “subscribe” at www.PredictionImpact.com. www.KDnuggets.com: A comprehensive online reference and newsletter. The UCI KDD Database Repository (kdd.ics.uci.edu): the most popular site for datasets used for research in machine learning and knowledge discovery. But all the core references such as this are found under KDnuggets, above. The Cartoon Guide to Statistics, L. Gonick and W. Smith. Data Mining: Practical Machine Learning Tools and Techniques with Java Implementations, E. Frank and I.H. Witten. Database marketing books for preliminary steps towards modeling, and for a more holistic, less technical marketing viewpoint: –Strategic Database Marketing, Arthur Hughes –See JimNovo.com for his “Drilling Down” book (first 9 chapters for free)JimNovo.com –Email Marketing by the Numbers, Chris Baggott
Predictive Analytics for Business and Marketing © 2007 Prediction Impact, Inc. All rights reserved Predictive Analytics and Data Mining Services: Defining analytical goals & sourcing data Developing predictive models Designing and architecting solutions for model deployment "Quick hit" proof-of-concept pilot projects Training programs: Public seminars: Two days, in San Francisco and other locations On-site training options: Flexible, specialized Instructor: Eric Siegel, Ph.D., President, 15 years of data mining, experienced consultant, award-winning Columbia professor Training participants: Boeing, Corporate Express, Compass Bank, Hewlett- Packard, Liberty Mutual, Merck, MITRE, Monster.com, NASA, Qwest, SAS, U.S. Census Bureau, Yahoo!
Predictive Analytics for Business and Marketing © 2007 Prediction Impact, Inc. All rights reserved Predictive Analytics and Data Mining Applications: Response modeling for direct marketing Product recommendations Dynamic content, email and ad selection Customer retention Strategic segmentation Security –Fraud discovery –Intrusion detection –Risk mitigation –Malicious user behavior identification Cutting-edge research for groundbreaking data mining initiatives Verticals: Online business: Social networks, entertainment, retail, dating, job hunting Telecommunications Financial organizations A fortune 100 technology company Non-profits High-tech startups Direct marketing, catalogue retail
Predictive Analytics for Business and Marketing © 2007 Prediction Impact, Inc. All rights reserved Predictive Analytics and Data Mining Team of several senior consultants: Experts in predictive modeling for business and marketing Relevant graduate-level degrees Communication in business terms Complementary analytical specialties and client verticals Published in research journals and industrials Extended network of many more: Closely collaborating partner firms East coast coverage Eric Siegel, Ph.D., President Prediction Impact, Inc. San Francisco, California firstname.lastname@example.org (415) 385-1313 For our bi-annual newsletter, click “subscribe”: www.PredictionImpact.com To receive notifications of training seminars: email@example.com
IMA CIM Overview. IMA Mission “Provide a knowledge-sharing platform for business professionals where proven Internet.
INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES Chapter 4 The Direct and Database Foundations of Internet Marketing.
Using Lifetime Value to Determine Your Marketing Strategy Arthur Middleton Hughes Vice President / Solutions Architect KnowledgeBase Marketing, Inc. ACC.
Building profitable customer loyalty. Agenda Who we are Loyalty Discussion What IQ 724 can do for You.
Proposal and Company Information Document CONTENT About Indagatio Research Our Research Offerings Why Indagatio Research Our Work Process Project Snapshot.
Why Market First We Work with a Retailer’s Call Center or the Market First Preferred Call Center to Maximize their Effectiveness by Offering: Scripting.
Lecture 3 Strategic E-Marketing Instructor: Hanniya Abid E-Marketing.
© Experian CheetahMail All rights reserved. Confidential and proprietary. 1 © Experian Information Solutions, Inc All rights reserved. Confidential.
1 The Evergreen, Background, Methodology and IT Service Management Model Business-Focused Standards-Based Collaborative.
NetSuite Template Team: Make sure you run all 5 periods ending in 2012 – you should see “Congratulations, you have completed the simulation”
“EMC CoE DATA SCIENCE - Making Sense of BIG DATA” Alon Kaufman, Ph.D. Director of Research & Innovation, RSA IL CTO.
Comparison of Classification Methods for Customer Attrition Analysis Xiaohua Hu, Ph.D. Drexel University Philadelphia, PA, 19104
BUSINESS ANALYTIC SOLUTIONS Customer Analysis and Retention for Telecommunications Business Analytic Solution Sendhil.P Team SAP July, 2010.
Using Lifetime Value to Determine Your Marketing Strategy Arthur Middleton Hughes Vice President / Solutions Architect KnowledgeBase Marketing, Inc. NCDM.
The Role of SAS in the Analytics Framework Aleksandar Zajic VP Business Analytics
Copyright Hendela System Consultants, Inc. All Rights Reserved. Hendela System Consultants, Inc. Services and Projects Art Hendela, President Hendela.
Sales Simulations for High Performers LearnShare Conference, Atlanta 9/14/06 Mary Slaughter Director – Global Sales Training
Who are we? Palo Alto based startup focused on e-commerce conversion solutions Founded in 2011 with expertise in SaaS, analytics & e-commerce marketing.
1 © 2007 Avaya Inc. All rights reserved. Avaya – Proprietary & Confidential. Under NDA Avaya - Proprietary & Confidential. For Internal Use Only. Avaya.
Lynn Schmidt, PhD ATD Puget Sound October 21, 2014.
Copyright © 2005, SAS Institute Inc. All rights reserved. A Holistic Approach to Customer Lifecycle Management Name: Ken King Title: Industry Strategist.
TeamCluster Project Real time project management solutions Harry Hvostov April 27, 2002.
PRODUCT FOCUS 2/3/14 – 2/14/14 INTRODUCTION Our Product Focus for the next two weeks is VMware. VMware is the current industry leader in server / data.
Internet Marketing Strategies Proposal for Lucas Color Cards.
0 © Copyright GSTAT LTD Enhancing Microsoft CRM with Real-Time Analytical Capabilities “ GSTAT – Advanced Data Mining Solutions” in corporation with.
DATA MINING Team #1 Kristen Durst Mark Gillespie Banan Mandura University of DaytonMBA APR 09.
1 Strategies for Sustaining Position. 2 “The primary responsibility of marketing management is to create and sustain mutually beneficial exchanges between.
TECHNOPOLIS OYJ Access to Customers, Capital and Partners Development Services.
Business Models & Environmental Data Chris Adams - Product
Optimizing Your Message With Advanced Analytics Thursday March 19 th, 2015 Paul Maiste & Brett Mowry.
Mobile App Marketing Best Practices Micah Adler Founder & CEO, Fiksu.
Ronald J. Zimmer CAE President & CEO George Grimes Business Development Manager Continental Automated Buildings Association Intelligent Buildings.
Class Discussion Notes MKT March 27, 2001.
© 2014 IBM Corporation IBM SPSS Modeler Gold on Cloud Jump Start Service.
© 2012 IBM Corporation Click here for Table of Contents This document is for IBM and IBM Business Partner use only. It is not intended for client distribution.
Strategic Marketing For The Web Professional Web Services Internet Growth Amount of Information Technology Improvements Customer Relationship Management.
■ Google’s Ad Distribution Network ■ Primary Benefits of AdWords ■ Online Advertising Stats and Trends ■ Appendix: Basic AdWords Features ■ Introduction.
Sales & Trading Training Summer Program Overview Summer Project UMBS Finance Club November 1, 2003.
Financial Services Industry Profitability: Moderate Level Profitability Tiburon Research September 17, 2014.
© 2014 IBM Corporation Smarter Workforce Services Business Process Innovation.
Welcome to R.J. Harding & Associates Empower Your Life!
Online Search Marketing OMI Certification Course – Discovery Documentation.
McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved. 4-1 BUSINESS DRIVEN TECHNOLOGY Chapter Four: Measuring the Success of Strategic.
Thank you for your interest in Performance SEO. You are one step closer to realizing the enormous power of Organic Search Engine Optimization. If you are.
1- Definition 2- CRM 3- Analytics 4- Tools.
Angoss Janggam Adiyawarma Matt Rhinehart Brandon Richardson Craig Soper Don Yap.
Inbound Statistics Slides Template Resources for Partners.
© 2017 SlidePlayer.com Inc. All rights reserved.