Welcome

Leveraging Analytics & Data Science to Empower Sales & Marketing: A Viz for the Biz

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Stefanie Dombek

Sr Mgr Marketing Operations and Analytics

Cloudera

Michael Stephenson

Senior Data Architect

Cloudera

Agenda

Intro – Who we are

Think Big: Business Problem – Sales lacked integrated information to make educated decisions

The solution: Create a sales recommendation engine

Start Smart: Intent data

Iterate Often

Solution - V0

Solution – V1

Solution – V2

Solution – V3

Introduction

Stefanie Dombek, Sr. Mgr. Marketing Ops & Analytics

Homesteader and supermom by nightData nerd by day

Michael Stephenson, Senior Data Architect

Data nerd by nightData nerd by day

Think big – The business problem

Sales lacks integrated information to make educated business decisions.

Who do we target with what message?

Solution: Create a sales recommendation engine

Intent Data tells you what

businesses are interested in

Through the observation of business users’ content consumption, Intent data

identifies the increased interest and research activity that takes place prior to

purchase. Thus indicating potential ‘intent’ to take an action.

Start smart – Intent data

V0: The Excel Spreadsheet

V0: Create a sales recommendation engine

V0: The Excel Spreadsheet

EDH

SO, we put the data into our EDH

DailyProcessing

Structured

Day 1

Day 2

Day 3

Day N

... BomboraDatabase

SFDCDatabase

HourlyProcessing

cloudera.comintent data

Op

tim

izat

ion

s

all otherintent data

Raw

V1: Create a sales recommendation engine

V1: View 1

V1: View 2

Solution: Create a sales recommendation engine

ITERATEV2: Trending

Stef and Michael review

ITERATEV3: The butterfly chart

ITERATE V4 – Sales Recommendation Engine

ANALYTICS

CORE

Always on Advertising

ANALYTICS

COMPETITOR

CLOUD

OTHER

MACHINE LEARNING

(CORE, CYBER, IOT)

Current work:think even BIGGER ...

Propensity Modeling in the EDH

Picking better customers via machine learning

Which companies have

high-yield potential?

Which potential high-yield

companies are likely to buy soon?

What is the probability of

winning a given opportunity in the pipeline?

Conclusion

What made this successful?

• The shift or mindset change to view this really cool data set through a sales lens

and serving it up as they view the world daily (based on SFDC)

Tips for marketers who want to move this way

• Think big – Be bold and solve a big question

• Start smart – Find your differentiated data set

• Iterate often – Get a minimum viable product out the door

Thank you!

#TC18

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