Presentation on Predictive Analytics use cases for marketing. Presented at Digital Analytics Association

1. 1
Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
Where Predictive Analytics can
have a real marketing impact…
Shree Dandekar
Sr. Director, BI/Analytics
Dell Software Group

2. 2
Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
Leveraging Data & Analytics presents
enormous potential for organizations
of CIO’s say
they plan to
expand
Analytics this
year or
next
Ranking of
Analytics & BI
in Gartner CIO
survey of top
technology
priorities (2013)
Employment
opportunity. By
2015, 4.4M IT
jobs globally
will be created
to support big
data, 1.9M IT
jobs in US
alone!
#1 70% 1.8ZB#1 57%
of mid-market
companies
consider
business
analytics critical
to operations
90% of all the
data in the
world has been
generated over
the last two
years

3. 3
Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
The potential benefits are real and
are already being experienced
today!
Which statement best describes the value you’ve
seen from your predictive analytics efforts?
We have measured positive top- and
bottom-line impact
We have measured top-line impact only
We believe that we have become more
effective, but can’t measure top-line impact
We have measured a cost reduction only
We believe we have become more efficient,
but cannot measure impact
We have gained more insight
36%
7%
18%
2%
12%
25%
Based on 126 active respondents.
Companies that rate themselves
substantially ahead of their peers in
their use of data are
more likely to rate themselves
as substantially ahead in financial
performance, according to findings
from the Economist Intelligence Unit.
Information Week: State of Analytics report Dec 2013
www.cio.com/article/730457/Data_Driven_Companies_Outperform_Competitor
s_Financially?page=2&taxonomyId=3002
3X

4. Initial data recording and archiving: begin data recording and
very basic ad hoc analysis
“Who or what are my top ten customers & products”
Storing and Modeling: Consolidate data into efficient storage,
integrate silo’d data, and apply data quality measures
“How do I best model my business processes and manage data?”
Agility and interactivity for KPIs: Run the business using
standardized metrics for rapid response to business changes
“How are we performing? Where do we change or expand?”
Predictions based on trends: Predict future buying trends based
on past behavior and financial status
“What is the optimal inventory based on historical trend?
Customer behavioral insights: Learn what my customers think
about my company, product, service in real-time.
“Would they recommend us to a friend?” “What is my
organization’s Net Promoter Score?”*
Predictive
analytics
Proactive reporting
Information consolidation
Casual data access and analysis
Cognitive
analytics
Analyticsmaturity
What do you want to achieve?
The journey:
Turning insights to business outcomes
HindsightForesightInsight

5. $
Building blocks for Predictive analytics
Business valueCapabilities
Pivot tables and
operational reporting
Data modeling, database
architecture, data warehouse
design, data profiling
Data cleansing, MDM,
transformation, data mart design,
data staging, change data capture
Social listening & modeling,
sentiment analysis, mashup
modeling, pattern recognition
Data governance, data quality
BI & dashboards, KPI metric design
Data mining, cause & effect
analysis, forecast modeling,
trend metrics definition Predictive
analytics
Proactive reporting
Information consolidation
Casual data access and analysis
Cognitive
analytics

8. 8
Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
What can predictive analytics tell you?
Courtesy: Gartner

9. August 2006
Blog
outreach
expanded
beyond tech
Support
March 2008
Accepted Solutions
launched on
Community
Dell France begins Online
Community Outreach
December 2006
Ratings and
reviews launched
on Dell.com
July 2006
Direct2Dell launched
Today Direct2Dell exists in
English, Spanish, Norwegian,
Japanese and Chinese.
February 2006
Michael Dell asks
Why don’t we reach out and help
bloggers with tech support issues?
February
2007
IdeaStorm
launched
A voting based
site allowing
customers and
others to submit
ideas for Dell.
June 2007
Dell joins
Twitter
Sells millions in
the first year
October 2007
Community VIP
program launched
Dell launches recognition
program for our most active
community members, with
private groups and escalated
access.
June 2006
Dell
TechCenter
launched
March
2010
Dell joins
Sina Weibo
in China
2006 2007 2008 2009 2010 2011
March 2012
Dell and Red Cross
launch Digital
Operations Center
Dell solutions
provide the Red
Cross with
innovative ways to
help Americans
impacted by disaster
August 2010
Social Media & Community
University (SMaC U) launched
5,000 team members trained by end of year
June 2010
CAP Days
launched In-
person events for vocal
online customers
December 2010
Social Media
Listening Command
Center launched
More than seven years of social media experience
20132012
June 2007
EmployeeStorm
launched
IdeaStorm for
employees
August 2009
Swarm Canada
launches
Group buying
program goes live
throughout
Canada
May 2009
Swarm launches
Group buying program
goes live, in Singapore
Feb 2009
Social Innovation
Competition
Built on IdeaStorm
rewarding global social
innovation
July 2011
Michael Dell
joins Google+
Jumps to #50 in
followers, holds first
Dell Hangout
July 2010
Michael Dell on
Dell Chatter
Rolls it out
company-wide
July 2011
Dell launches
global G+ site
Feb 2012
Dell joins Pinterest
October 2012
Dell launches Subject
Matter Expert social
media program
January 2013
Dell Launches
Social Net
Advocacy
Real time social
sentiment tool
December 2012
Dell launches
Social Media
Services Group
January 2011
Think Tank
program
launched
October 2011
Dell launches
phase two of
VIP program
Brings enhanced
advocacy
relationship to our
most passionate
community
members
October 2009
Dell joins
Renren
September 2008
Dell launches
Yammer
First enterprise
social network
October 2009
SMaC organization
launched
Cross-functional central
organization
January 2010
Social Outreach
Services team formed
@DellCares launched 3
months later

10. Shifts have
happened
everywhereParticipants Shifted Authority Shifted
Conversation Shifted
The Screen Shifted
CMO’s are exploring new opportunities by leveraging
shifts in marketing

11. Need for new solutions…
• Majority of social media posts classified as
neutral
Poor Sentiment
Accuracy
• No actionable insights
No Contextual
Information
• Pretty graphs/charts/reports but what is
important?
Too many
metrics
• How to integrate social in your business?Not easy of Use

12. Context is key for Business Insights
Clarabridge tagging is by topic
Sentence Topic Sentiment Intensity
1 Hard Drive (-) -2
1 Mini 9 (-) -2
2 Hard Drive Neutral 0
3 Hard Drive (+) 2
Radian6 tagging is at the Post level
Sentence Topic Sentiment Intensity
NA Dell Neutral NA
separates into 3 distinct clauses
and assigns sentiment by
topic/context for each clause.Actual Social Media Example Post from Blogspot.com
1) "(More customer reviews)I purchased this drive to repair/upgrade a dead drive in a Dell Mini 9
3) The 16gb was a nice addition, and it was instantly recognized in BIOS, and booted just fine with my XP/USB install"
2) which originally came with an 8GB PCIE SSD.
identifies single topic and
assigns sentiment to entire post.
“(More customer reviews)I purchased this drive to repair/upgrade a dead drive in a Dell Mini 9 which originally came
with an 8G PCI SSD. The 16gb was a nice addition, and it was instantly recognized in BIOS, and booted just fine
with my XPS/USB install”
Customer quote
Actual sentiment/topic assignment…
12

13. Social
ROI
Sentiment
Gravity
(degree of
sentiment)
Domain
Influence
Author
Credibility
Relevance
What?
• Dynamic
• Real-time
• Capture
positive /
negative
opinion
• Analyze at
conversation /
sentence /
topic level
• Analyze context
and recency
(comment about
recent product or
EOL product)
• Look for language
indicating place in
buying cycle
• Segment
authors on
demographics,
sociographics,
past
transactions,
“bias” and the
number and
“type” of
stakeholders
they can likely
influence
• Take into
account where
the comment
originated
• Recognize that
a comment
made on
WSJ/Forbes is
more significant
than personal
Facebook page
How? Where? Who? When? Why?
What if ….
• Capture
degree of
sentiment on -
5 to 5 scale
• Differentiate
between “I like
my Dell” and “I
love my Dell.”
13

14. Deriving actionable insights through social media
conversations
14
1 2 3 4 5
Listen:
More than 25K
Dell
conversations
every day
Enrich:
Filter, categorize
and determine
sentiment using
best-in class NLP
and Text
Analytics engine
Collate:
Calculate metrics -
which represents
overall brand
advocacy and the
advocacy behind
individual
contributing facets of
the product /
business
Deliver:
Real-time tool
for tracking and
monitoring SNA
and actionable
insights for
business
managers
Aggregate:
Aggregate all
conversations
pertaining to
Dell / industry /
competitors

15. Confidential
4,328
2,477 2,042
688
1,520
3,024
36 36 32
48
30
41
0
1000
2000
3000
4000
5000
-
10
20
30
40
50
1/10 1/17 1/24 1/31 2/7 2/14
VolumeofConversations
SNA XPS 13 - SNA and Conversations
Volume of Conversations SNARevenue
Revenue
Optimizing product pricing strategy using
Social Media analytics
15

16. Dell - Critical Handling - Confidential
Social Media analytics to predict real-time NPS
16
0
2
4
6
8
22
24
26
28
30
Q1 Q2 Q3
NPS
SNA
16

17. Confidential
Using relevant chatter to quickly rectify
support issues
17
0
50
100
0
2
4
6
8
10
12
14
VolumeofConversations(k)
SNA
SNA Wireless Battery Keyboard

18. Dell - Critical Handling - Confidential
Improved Search Engine Optimization
18
Listen to Social Media
Conversations
Apply Listening Algorithm
and Identify Buzzwords
•Touch screen laptop
•Tablet laptop
•Duo laptop
•And others…
18

19. Confidential
CMOs dashboard using Social Media Analytics
19

21. 21
Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
Over 30 years of Information Management
software experience
Tool for Oracle
Application
Development
born in 90’s
Quest Software
acquires TOAD
in 1998
TOAD expands
support for
Microsoft SQL
Server, Sybase,
IBM DB2, and
MySQL in 2000’s
In 2009, TOAD
supports NoSQL,
Hadoop,
MongoDB,
Cassandra,
SimpleDB, Azure
Later in
2009 Toad
Data Point is
launched
for data
analysts
2010 Dell
Acquires
Boomi
2011 Toad
Decision
Point is
launched
for business
users
2012 Toad
Intelligence
Central
launched for
collaboration
2012 Dell
acquires
Quest
Software &
Kitenga Big
Data
Analytics
2013 Toad
BI Suite 2.0
Boomi
Created in
2000
2013 Boomi
MDM
launched
Social
Network
Analytics
Plaftorm
Quest
creates
SharePlex in
1999
Quest creates
Spotlight in
2000
2012 Dell
launches
Quickstart
Data
Warehouse
to solve
needs of
SMB
2014 Dell
Acquires
StatSoft
Dell &
StatSoft
founded in
1984

22. 22
Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
New demands require new data management
models and integrated end-to-end solutions
Store Secure Manage Integrate Analyze
The right data in the right place at the right time at the right cost…
To make the right decisions!
- Dell Information Ecosystem -
Protect
Information Management

23. 23
Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
In Closing…
• Start with a sound Data management foundation
• You can change your business future by using forecasts that are
predictive
• The value of predictions is in the action taken; Mix forecasts with
context
• Social ROI is not a myth!

24. 24
Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
BACKUP

25. 25
Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
Social Media maturity cycle
Data recording
and Listening
1
Ad-hoc approach Optimized approach
Sentiment
Analysis
2
Engagement
3
Customer Care
4
Social ROI
5
Social CRM
6
• Customer
sentiment by
topics/ Social
Properties
• Influencers Vs.
Detractor
identification
• Marketing
automation
• Lead
generation
• Content
curation
• Social Selling
• Promotions
• Early warning
system
• Campaign
effectiveness
• Customer
feedback
metrics
• Competitive
intelligence
• Product ideation
• Brand reputation
measurement
• Creating brand
presence
• Building
communities
• Social KPI’s
• Social
Dashboards
• Social content
creation
• Engaging
stakeholders
(internal/
external)
• Aggregating
Social data
• Data filtering
• Trend
monitoring
• Share of voice
• Segmenting
data by Social
properties
• Reporting
• Geo location
• Customer
interaction
• Social Outreach
• Product Design
• Proactive
customer care
content
creation