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© Absolutdata 2014 Proprietary and Confidential
Chicago New York London Dubai New Delhi Bangalore SingaporeSan Francisco
www.absolutdata.com
April 29, 2014
Using Big Data & Analytics To Enhance
Marketing ROI & Drive Revenue Growth
© Absolutdata 2014 Proprietary and Confidential 2
Absolutdata snapshot
2
 To empower forward-looking organizations to reach new heights of business performance
through the optimal use of data
 Deliver consulting-oriented advanced analytics services to a global client base
Services Provided
CRM
Analytics
Marketing
Effectiveness
Analytics
Data Visualization
& Reporting
Market Research Big Data
© Absolutdata 2014 Proprietary and Confidential 3
…today, adding the “claimed impact” across on-line and off-line channels results in a number
greater than the revenue of the enterprise
The challenge in driving marketing ROI and enhancing revenue
growth
30% 45% 60% 20%
100% ???
We can only improve what we can measure…
© Absolutdata 2014 Proprietary and Confidential 4
Prediction
Media
 On-line
 Offline
External
 Competition
 Technology
 Macro economics
Revenue
History
Revenue is impacted by many drivers beyond just
Media Investments
Media channels work together, but each channel
reports all of the synergies
Other Marketing
 CRM
 Pricing
 Distribution
Operations
 Supply
 CSAT
Misguided modeling efforts result in over-fitting History but miss Prediction Accuracy
The root causes….
© Absolutdata 2014 Proprietary and Confidential 5
A holistic approach to revenue attribution
Enterprise Revenue
Strategic Business Units
Brands / Regions / Channels
Other Drivers
Services, Capacity, Quality
etc.
Marketing
On-Line Off-Line One to One
Search
Social
Media
Loyalty OthersTV Radio Print
© Absolutdata 2014 Proprietary and Confidential 6
Two pre-requisites for revenue attribution using big data
 Transactions
 On-line behavior
 Sales and channels
 Media spend and impressions
 Social media and sentiment
 3rd Party
 Competition
 Customer satisfaction
 Brand equity
 Other primary & secondary research
 Loyalty program
 Direct Marketing
 Macro economics
Organized integration of disparate
data sources
 Ensemble models and a hierarchical
approach work best
 Modeling methodologies including OLS, HB
reg, Pathway Analysis and Discrete Choice
Models
 Tools and Platforms include R, Excel VBA,
Java etc
Data should determine choice of tools and
techniques (not vice versa)
© Absolutdata 2014 Proprietary and Confidential 7
Point of arrival – A dashboard with scenario planning & simulation
capabilities enables optimization
On-line Application Model Validation & Updating
Volume Drivers What – if Simulation
© Absolutdata 2014 Proprietary and Confidential 8
Building a global knowledge base across regions & industry
verticals
…Consumer Durables…Telecom…Electronics….Retail…CPG…Banking…E-Commerce…
Name
Designation
Phone:
Email:
Follow us on:

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Using Big Data & Analytics to enhance marketing ROI & drive Revenue Growth

  • 1. © Absolutdata 2014 Proprietary and Confidential Chicago New York London Dubai New Delhi Bangalore SingaporeSan Francisco www.absolutdata.com April 29, 2014 Using Big Data & Analytics To Enhance Marketing ROI & Drive Revenue Growth
  • 2. © Absolutdata 2014 Proprietary and Confidential 2 Absolutdata snapshot 2  To empower forward-looking organizations to reach new heights of business performance through the optimal use of data  Deliver consulting-oriented advanced analytics services to a global client base Services Provided CRM Analytics Marketing Effectiveness Analytics Data Visualization & Reporting Market Research Big Data
  • 3. © Absolutdata 2014 Proprietary and Confidential 3 …today, adding the “claimed impact” across on-line and off-line channels results in a number greater than the revenue of the enterprise The challenge in driving marketing ROI and enhancing revenue growth 30% 45% 60% 20% 100% ??? We can only improve what we can measure…
  • 4. © Absolutdata 2014 Proprietary and Confidential 4 Prediction Media  On-line  Offline External  Competition  Technology  Macro economics Revenue History Revenue is impacted by many drivers beyond just Media Investments Media channels work together, but each channel reports all of the synergies Other Marketing  CRM  Pricing  Distribution Operations  Supply  CSAT Misguided modeling efforts result in over-fitting History but miss Prediction Accuracy The root causes….
  • 5. © Absolutdata 2014 Proprietary and Confidential 5 A holistic approach to revenue attribution Enterprise Revenue Strategic Business Units Brands / Regions / Channels Other Drivers Services, Capacity, Quality etc. Marketing On-Line Off-Line One to One Search Social Media Loyalty OthersTV Radio Print
  • 6. © Absolutdata 2014 Proprietary and Confidential 6 Two pre-requisites for revenue attribution using big data  Transactions  On-line behavior  Sales and channels  Media spend and impressions  Social media and sentiment  3rd Party  Competition  Customer satisfaction  Brand equity  Other primary & secondary research  Loyalty program  Direct Marketing  Macro economics Organized integration of disparate data sources  Ensemble models and a hierarchical approach work best  Modeling methodologies including OLS, HB reg, Pathway Analysis and Discrete Choice Models  Tools and Platforms include R, Excel VBA, Java etc Data should determine choice of tools and techniques (not vice versa)
  • 7. © Absolutdata 2014 Proprietary and Confidential 7 Point of arrival – A dashboard with scenario planning & simulation capabilities enables optimization On-line Application Model Validation & Updating Volume Drivers What – if Simulation
  • 8. © Absolutdata 2014 Proprietary and Confidential 8 Building a global knowledge base across regions & industry verticals …Consumer Durables…Telecom…Electronics….Retail…CPG…Banking…E-Commerce…