Fortune 500 companies are making large investments around Programmatic Marketing (“Marketing that learns”). One of most often implemented use case in Programmatic Marketing is customer journey mapping and analytics.
Why? Because, deciphering the nuts-and-bolts” of individual customer journeys online (and deducing intent) is core to improving customer experience and driving brand loyalty.
Specifically, the objectives are:
- Visualize and map the end-to-end customer journey by personas
- Optimizing on the right journey attributes to increase yields by >30% lift… Uncover the right combination of web, mobile and physical channels, content and experiences that best achieves the target goals
- Enable marketers to identify journey bottlenecks for individuals and aggregates
- Leverage actual behavior data to enhance and personalize the experience for each individual customer
More data + Better models + More accurate metrics + Better approaches & architectures = Lots of room for improvement!
There are clearly massive foundational shifts taking place around big data. I am not sure how large conventional Fortune 500 firms can innovate and keep up with what’s going on. I have run into CIOs who have not heard of Hadoop in some cases.
It’s also fascinating to see how data-driven “bleeding” edge firms like NetFlix are pushing the envelope. Netflix stats are amazing: 1/3+ Internet traffic (NA / peak); 100+ Million hours per day; 65+ Million members / 50+ countries; 500 Billion Events / Day.
NetFlix is clearly reinventing Television and targeting 90 million potential subs in the US market alone. Binge-watching, cord-cutting are now part of our everyday lingo. What most people don’t realize is how data-driven Netflix is…. from “giving viewers what they want” to “leveraging data mining to boost subscriber base”.
Viewing -> Improved Personalization -> Better Experience is the virtuous circle.
Here is a glimpse at how their BI landscape has evolved in the past five years as they integrate 5 million to 6 million net adds for several years now. The figures are from a presentation by Blake Irvine, Manager Data Science and Engineering.
BI tools @ NetFlix pre-Hadoop
New Technologies | New Possibilities
As a C-level executive, it’s becoming clear to me that NoSQL databases and Machine Learning toolsets like Spark are going to play an increasingly big role in data-driven business models, low-latency architecture & rapid application development (projects that can be done in 8-12 weeks not years).
The best practice firms are making this technology shift as decreasing storage costs have led to an explosion of big data. Commodity cluster software, like Hadoop, has made it 10-20x cheaper to store large datasets.
After spending two days at the leading NoSQL provider MongoDB World event in NYC, I was pleasantly surprised to see the amount of innovation and size of user community around document centric databases like MongoDB.
Data Driven Insight Economy
It doesn’t take genius to realize that data driven business models, high volume data feeds, mobile first customer engagement, and cloud are creating new distributed database requirements. Today’s modern online and mobile applications need continuous availability, cost effective scalability and high-speed analytics to deliver an engaging customer experience.
We know instinctively that there is value in all the data being captured in the world around out…no question is no longer “if there is value” but “how to extract that value and apply it to the business to make a difference”.
Legacy relational databases fail to meet the requirements of digital and online applications for the following reasons:
“Have we got a girl for you” Some very sophisticated predictive analytics are powering the online dating or hookup world. A lot of innovation is taking place around real-time, geo-location based matching services.
Take for Match.com which debuted its online dating first site in the U.S. in April 1995. Today, the Match.com brand hosts sites in 24 countries, in fifteen different languages spanning five continents. Match.com offers an interactive way for singles to meet other singles with whom they might otherwise never cross paths.
How to model and predict human attraction? Match.com is powered by Synapse algorithm. Synapse learns about its users in ways similar to sites like Amazon, Neflix, and Pandora to recommend new products, movies, or songs based on a user’s preferences.
Match.com uses Chemistry.com to do personalized surveys and get detailed preference data. But when it comes to matching people based on their potential love and mutual attraction, however, analytics get significantly more complex when you are attempting to predict mutual match… the person A is a potential match for person B…. but with high probability that person B is also interested in person A. Read more
Data-driven business processes are not a nice-to-have but a need-to-have capability today. So, if you’re an executive, manager, or team leader, one of your toughest assignments is managing and organizing your analytics and reporting initiative.
The days of business as usual are over. Data generation costs are falling everyday. The cost of collection and storage is also falling. The speed of insight-to-action business requirement is increasing. Systems of Record, Systems of Engagement, Systems of Insight are being transformed with consumerization and digital.
With this tsunami of data and new applications, the bottleneck is clearly shifting from transaction processing to Analytics & Insight-driven “sense-and-respond” Action. This slide from IBM’s Investor Briefing summarizes the data-driven transformation underway in most businesses.
Better/Faster/Cheaper Analytics Execution
Are you data-flooded, data-driven, data informed? Are you insight driven or hindsight driven? Are you a firm where executives claim – “Data is our competitive advantage.” Or sprout analogies like, “data is the new oil”.
The challenge I found in most companies is not dearth of vision… everyone has a strategy and a 100,000 ft view of the importance or value of data. Every executive can parrot the importance of data.
The challenge is the next step….so, how are you going to create new data products? How are you going to execute a data driven strategy? How are you going to monetize data assets? What are the right use cases to focus on? What platform is a good long-term bet? The devil is in these details.
Everyone is searching for new ways to turn data into $$$ (monetize data assets). Everyone is looking for new levers to extract value from data. But data is simply a means to an end. The end is not just more reports, dashboards, heatmaps, knowledge, or wisdom. The target is fact based decisions and actions. Another target is arming users to do data discovery and insight generation without involving IT teams…so called User-Driven Business Intelligence.
In other words, what is the use case that shapes the context for “Raw Data -> Aggregated Data -> Intelligence -> Insights -> Decisions -> Operational Impact -> Financial Outcomes -> Value creation.” What are the right use cases for the emerging hybrid data ecosystem (with structured and unstructured data)?
Decision support needs better visualization. Scorecards, Dashboards, Heatmaps, Alerts, Management Reporting, Operations and Transactions Reporting are all enterprise example of data visualization outputs.
Some data visualization examples include:
- Data Scientist — uses “R”, a programming language used for statistical modeling, to understand traffic flows and congestion patterns and advise on options to improve travel times for Amazon.com Local delivery drivers.
- Pharmaceutical Sales Representative — uses QlikView on an iPad to access current industry sales trends and doctor prescription history while on a sales call with a busy physician.
- Healthcare Chief Medical Officer — uses Tableau Software to analyze all aspects of hospital performance including population management, emergency room effectiveness and Affordable Care Act compliance.
- Crime Analyst— uses Microstrategy to maintain a consolidated view of crime levels and optimize staffing allocations to dispatch police into high crime areas.
- Retail Store Manager — uses QlikView to analyze which products are selling best which impacts store assortments and which products get featured vs which ones get discontinued.
- Telecom Customer Service Agent — uses Spotfire to monitor call center statistics and how it translates into customer satisfaction and retention.
Bitcoin — the Internet currency, payment system and technology — is about the birth of a new “digital” monetary ecosystem. Bitcoin bypasses traditional banks and clearinghouses with blockchain technology. Like every innovation it creates new regulatory and compliance challenges. There is growing interest in knowing where the money has come from and at the same time the anonymity of bitcoin makes creating an data trail a tricky task, but it’s possible to say whether certain bitcoin addresses are involved in mining, or have been associated with gambling transactions.
More recently, nationally known merchants like Overstock.com, Zynga and the Sacramento Kings basketball team have begun to accept Bitcoin payments. Even political candidates are taking donations through the system. Worldwide transaction volume keeps growing, as does the number of Bitcoin users.
Bitcoin is built on some heavy and complex data-crunching. Like any ecosystem, it will have its share of winners and losers. The Bitcoin “Innovative Disrupters” are those that have the best odds at being winners. Read more