embracing big data analytics... · rtdm will interface to sas marketing optimization (mo) to...
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Embracing Big DataCMU Data Analytics Conference | September 22, 2017
Lonnie Miller
Principal Industry Consultant, SAS
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Embracing Big Data – Today’s Discussion
What Business Leaders Care About
Data, Technology & Effective Processes
Relevant Skills & Capabilities
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What Business Leaders Care About
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A 1-percentage-point increase incustomer loyalty translates into an additional
$700 million in revenue for GM
“”
Automotive News, 6/10/13
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Executives Don’t Think About Big Data
olume
ariety
elocityV
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Executives Think About WhatBig Data Will Do for Their Business
ctions
cceleration
dvantagesA
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How does analyticsinfluence ….
… human behavior?… loyalty?… quality?… safety?… content?
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Commercializing Connected Vehicle Data
Safe driving
PAYD
PHYD
PFMD
Context aware
Fraud
detection
Optimal offers
Optimal fuel consumption
Influencing human behavior
in app, in car
Multi-modal user score
Verbatim and text
categorization
Eco- driving
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Optimizing the Customer Experience
Personalization
Understand caller
intent
Recommendations Goodwill treatment
Discover meaningful
customer interests
or concerns
Placement into
profitable loyalty
tiers
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Intelligent Customer Interactions
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How Does Advertising Benefitfrom Real-Time Analytics?
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How Does Advertising Benefitfrom Real-Time Analytics?
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Manufacturing Excellence
Preventative
maintenance
Escalate early (perceived)
quality issues
Data mining for
root cause investigations
Situational repair
recommendations
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Better Business Planning
Model performance
(champion /
challenger
assessment)
Experiment with
alternative
forecast
techniques
Identify causal
factors
Demand Planning / Sales & Parts,
Contract & Delinquency Forecasting
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Data, Technology and Effective Processes
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What Is This?
"PEJCU0Q+PEJldlJlcG9ydD48QmV2UmVwb3J0X0
luZGV4PjxyYXdSZXF1ZXN0PjIyQTAwNTwvcmF3U mVxdWVzdD48ZWN1QWNyb255bT5CUENNPC9l”
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Raw Data from a Vehicle
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Types of Big Data You Should Care About
Structured(e.g., numeric, fixed length)
Time-series(e.g., sales history)
Geospatial(e.g., lat/long, GPS)
Event(e.g., alerts)
Raw(e.g., POS terminal)
App logs(e.g., sign-in times)
Social media(e.g., tweets, blogs)
Weblogs, clickstream(e.g., mobile site visits)
Machine-generated(e.g., sensors, RFID)
Streaming, real-time(e.g., cloud altitude)
Unstructured(e.g., text)
Image(e.g., cancer cells)
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Best Practices
Begin with the end in
mind
1. What problem are you solving?
2. What is its economic value?
Five Capabilities
1. Analytics from big data
2. In-stream analytics
3. Real-time reasoning
4. Data management
5. Model management
Have a Data Strategy
1. Identify
2. Store
3. Provision
4. Integrate
5. Govern
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What Could You Do If You Found These Customer Segments in Your Online Order Data?
1. Isolate profiles: profitability, seasonal or regional uniqueness
2. Identify popular SKUs per group
3. What’s common between #1 & #2?
4. Examine sentiment based on text, CSR notes, surveys &/or warranty records
5. Identified overlapping SKUs
What If … ?
$ AVG. $ SPEND / ORDER $$$$
Low
DEF
ECTI
ON
RIS
K
H
igh
(Customer Mix: 50%)
(Customer Mix: 40%)
(Customer Mix: 10%)
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Possible Roadmap & “Quick Wins”
1. Shipping (examine DCs) aiding most profitable segments?
2. Content audit (call center scripts, improved web or mobile site content changes based on sentiment or concepts via text analysis)?
3. Retention program for #3?
4. Price testing with #1?
5. Prioritize forecast initiative for overlapping SKUs
Strategic & TacticalMarketing Options
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Data Streams Real Time Decisions
Real Time Data Stores
Technology Enablers
Big Data Analytics
Streaming AnalyticsEvent Stream Processing
What transferrable
information can we capture and
pass from customers
and/or devices?
What relevant
business rules, filtering rules, analytical models,
interactions and/or offers should be
applied?
What business rules or
predictive models are available to
use?
What content exists creating a
relevant or differentiated experience?
How can we continuously receive
and examine customer or the
device?
1
23
Data Management
How reliable, uniform, usable is the data?
4
Model Management
Model performance? Model inputs? Model access/usage?
5
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RTDM will execute decisions to determine the best interaction:• (Illustrative ex:) Model uses owned vehicle segment, enrollment for
owner notifications, prior # service visits, new vehicle in-market score and prior customer pay amounts
• Customer Lifetime Value (CLTV) score is updated
RTDM will interface to SAS Marketing Optimization(MO) to retrieve optimized offer set
Example: On-site Service Offer Experience
Paige scheduled an appointment for aquick ‘how-to’ sessionto use the Car-Net®Security & Servicefunctions with her2017 Tiguan
1 Paige enters the VW retailer -while waiting for her appointment, she chooses to use the available, free Wi-Fi
2 In the lobby, ESP monitors thein-store router and detects Paigeentered the showroom
(based on router & cell phone)
3
ESP looks up Paige’s guest details based on phone / email / user information from her Volkswagen Credit account
4
5
RTDM pushes an SMS with an email link that reflects:• Highlights & benefits of an extended warranty plan • A reminder of other upcoming maintenance needs • The name of the onsite service managers she may speak
with to inquire about the offer
6
Paige receives the personalized message before she starts her Car-Net® training session
7
SAS Real Time Decision Manager
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“Goodwill” - Real-time Decisions0
-6 M
ont
h In
-Mar
ket
Mo
del
Long-Term Value (LTV) Model
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Source: The Five Essential Components of a Data Strategy, SAS 2016
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This is Madness!
Source: The Five Essential Components of a Data Strategy, SAS 2016
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Data Strategy
Source: The Five Essential Components of a Data Strategy, SAS 2016
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Is This Acceptable?
Source: Operationalizing and Embedding Analytics for Action, TDWI 2015
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Relevant Skills & Capabilities
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Desired Qualifications
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Desired Qualifications
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Desired Qualifications
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Open Source Code
Analytics Competency Center
Innovation
Data Scientist
Big Data
Data Governance
Hadoop
Cloud
IoT
Machine Learning/AI
Discovery
Cybersecurity
Data Strategy
Open Source Stack
Talent Management
Data Prep
Storytelling
Connected “X”
HOT TOPICS
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• Data is the new bacon … but more bacon isn’t always good for us
• Begin with the end in mind … get your results into production
• Make analytics work at scale: automated, multi-user, secure
• Analytic skills: [CS] + [math] + [plain spoken] + [domain knowledge] $xxx,xxx
Embracing Big Data