Automating Customer Analytics. - KNIME · 2 UGM 2012 – Automating Customer Analytics © DYMATRIX...

Automating Customer Analytics.

DynaMine® Data Mining Automation powered by KNIME.

2 © DYMATRIX CONSULTING GROUP UGM 2012 – Automating Customer Analytics

Outline

Overview DYMATRIX CONSULTING GROUP

Automating customer analytics

DynaMine & KNIME Framework

Case Studies


Outline




Case Studies


DYMATRIX - The Analytical CRM Company

• Advanced Analytics and Customer Intelligence

Solution Provider located in Stuttgart, Germany

• Since 2000 successfully managed more than 600 projects

• Consulting focus on Analytical CRM, Campaign

Management & Optimization and Data Mining Automation

• Owner-managed and independent


Consulting Expertise

Business Intelligence Advanced Analytics

CRM Consulting Trainings

• Data Warehousing

• Reporting und Dashboards

• Business Performance Management

• Data Quality Management

• Data Cleansing

• Integration of Webtracking Data

• Integration of Social Media Data

• Analytical CRM

• Risk Management

• Web Analytics

• Social Media Analytics

• Text Mining

• Forecasting

• Campaign Optimization

• …

• Feasibility Studies

• Software Evaluation

• Business Process Reengineering

• Project Management

• Customer Experience Management

• Customer Journey

• …

• Data Mining Trainings

• Business Intelligence Trainings

• Partner Trainings (Microsoft, SAS,

KNIME)


Solution Expertise – Customer Insight Suite


Established closed loop solution for successful multi-touchpoint

Campaign Management

• DynaCampaign covers the complete campaign process – from

planning & resource management up to campaign execution.

• Parallell processing of multi-step and event-triggered campaigns

across all touchpoints.

• Open and flexible architecture guarantees rapid solution

deployment.

• Modular design ensures scalability and extensibility.

• Noticeable raise of marketing performance due to higher

conversion rates.

• High degree of automation guarantees cost savings.

• More than 40 Customer installations all over Europe across all

industries.

Multi-Touchpoint Campaign Management


Award-winning Data Mining Automation framework for adaptive

self-learning model training and scoring

• Advanced analytic framework for automated self-learning model

optimization, if changes occour in customer or market behaviour.

• Seamless integration into inbound and outbound campaign

processes.

• Model Manager for realtime Next-Best-Offer/-Activity to deliver

integrated and consistent realtime recommendations across all

customer touchpoints.

• Customer individual best offers and contact dates lead to

verifiable growth in sales.

• Remarkable reduction in support and maintenance of data

mining processes (verifiable up to 200 man-day per year).

Data Mining Automation for adaptive model training & scoring

http://www.eprimo.de/

http://www.maclife.de/files/data/editors/2008_15/img8044.jpg


Innovative solution for intelligent Realtime Decision Management

(Next Best Offer, Credit Limit Optimization etc.)

Benefits:

• Decisions with great accuracy guarantee sales increases.

• DynaCision combines predictive models, business score cards and

business rules via a user-friendly frontend.

• Competitive advantage by combining historical and realtime

behavioural data (e.g. market basket) in realtime.

• Plug&Play-Integration into existing architectures (e.g. Web Shops)

via Web Service – Standard-Interfaces.

Realtime Decision Management

High-quality realtime Next Best Activities based on intelligent and

up-to-date decision models running on online- and offline data.

USP:


Outline




Case Studies


Gartner Hype Cycle 2011 – Predictive Analytics on its way to productivity


Customer needs

Possibilities

Decision

Approach

Purchase

Delivery

Usage

Customer Experience* and Customer Intelligence

• Traditional CRM-

approaches focus on

analysis of product

usage.

• Valuable information along

the entire customer

experience chain is not

considered and is not

integrated with others

touchpoints information.

• Intelligent integration of all

customer touchpoints

along the customer

experience chain allows

the identification of

customer needs.

* Source: Customer Experience, Phil Winters, 2011


Challenge: Intelligent Integration of all Customer Touchpoints

Transactional &

Usage Data

Product Information

External Data Sociodemographic Data

Online Tracking Data

Customer

Master Data

Campaign &

Contact Data

Integrated

Analytical

Data Mart

Mobile &

Context Data

Social Media Data


Automation of Customer Analytics to identify customer needs

Customer Behaviour

Predictive Model

Decisions

Learn from the past and detect valuable correlations to predict customer behaviour in the future.


Verhalten

Predictive Model

Aktion

The demand for multiple predictive models will increase continuously to predict up-to-date and precise customer needs in the future.

Verhalten

Predictive Model

Aktion Verhalten

Predictive Model

Aktion Verhalten

Predictive Model

Aktion Verhalten

Predictive Model

Aktion Verhalten

Predictive Model

Aktion Customer Behaviour

Predictive Model

Decisions

Social Media Analytics

Churn

Prevention

Product Affinities

Fraud Detection

Credit Limit

Optimization

Credit

Scoring

Text Mining

Demand

Forecasting




Best Product Offer?

Best Contact Time?

Best Touchpoint?

Best Context?

The intelligent interaction of different predictive models serves as decision basis for the next best activity.


Outline




Case Studies


DynaMine® – Framework for data mining automation

DynaMine® is a revolutionary Advanced Analytics Framework for automated, adaptive model training and model management. DynaMine® enables streamlined, cost-effective and fully-integrated data mining processes and supports real-time model training and scoring for any KNIME predictive modeling algorithm.

• DynaMine® automates time- and resource-consuming data mining tasks (data preparation, creation, re-training, assessment and deployment of data mining models)

• Data Mining Models are always up-to-date and are easily administrated and adjusted by the DynaMine® closed-loop control.

• DynaMine® offers best-practice set-ups for data mining processes – gathered, combined and optimized from numerous data mining projects.

• DynaMine® overcomes the limitations imposed by existing modeling approaches - train as many data mining models with as many input variables as you want without any limits.


DynaMine® Advanced Analytics Loop – powered by KNIME

DynaMine® Data Mining Automation Customer Touchpoints

Models & Scores

Operational & packaged applications

Data Integration

Data Preparation

Customer Behaviour

CRM Social Media Website Other

Parts Date Planning Values Actual Values Values Car Configurator Market Data KPIs

Cruise Control Week 01 2009 600 899 4.567



Cruise Control … 680 987 5.012

Navigation System Week 01 2009 1.200 1.098 5.678

Navigation System Week 02 2009 1.300 907 6.012

Navigation System Week 03 2009 1.200 976 5.987

Navigation System … 1.300 876 6.093

Car Audio Week 01 2009 600 898 6.789

Car Audio Week 02 2009 700 954 5.678

Car Audio Week 03 2009 700 879 7.897

Car Audio … 700 901 6.592

Model Deployment

Evaluation

Pre-Processing

Training & Recalibration

Model Assessment


DynaMine® in a distributed analytical environment: Plug & Score!

Mobile

Applications

ERP SCM CRM Legacy other

Batch / Real-time Business Intelligence Hub

Model Deployment

Evaluation

Pre-Processing

Training & Recalibration

Model Assessment

Model Upload

Cloud based

Model Repository

Scores

& Decisions

Requests

Scores

& Decisions

Requests

Web

Applications

CRM, Sales

& Service

Applications

ERP & SCM

Applications

Social

Media

Plattform independent Scoring “on the cloud“

On-site Scoring via DynaMine®


DynaMine® – Fields of application in Customer Analytics

Next Best Offer / Next Best Activity

Affinity modeling (Up Selling / Cross Selling)

Churn-/Retention Modeling

Credit Scoring / Credit Limit Allocation

Fraud Detection

Social Media Analytics & Text Mining

…any other application of Predictive Modeling…


Outline




Case Studies


Case Study Utilities: Advanced Analytics Enterprise Platform

Business Scenario

• One standard platform for all

customer analytics szenarios

Churn Prevention,

Uplift Modeling

Fraud & Application Scoring,

Forecasting & Simulation…

• E2E-Integration into SAP

environment

Solution

• DynaMine Data Mining Automation powered by KNIME Enterprise Server

• Industrialization of analytical model management (adaptive training &

retraining, evaluation & scoring of models)

• Model- & Score-Integration in Campaign Management and SAP Applications

Constraints

• Budget

• Manpower

• Lack of data mining skills

• Time to market


Case Study Utilities: Advanced Analytics Enterprise Platform

Benefits

• Cost-effective implementation of a next generation advanced analytics

closed loop platform, which ensures a continuous ROI.

• Easy to use DynaMine-Frontend encapsulates data mining complexity.

• KNIME backend offers an unrivaled range of data mining algorithms (KNIME-

native, R, WEKA, user written nodes etc) all being parametrized via

DynaMine Web Services.

• Scalability and easy extensibility for new models and business scenarios.


Case Studies: Social Media Analytics & Customer Touchpoint Integration

Business Scenario

• Automation of intelligent Social

Media Content Parsing &

Sentiment Detection

• Integration with other touchpoint

information

• Enrichment of existing „channel

driven predicitve models“

• Early Warning System

Solution

• DynaMine Data Mining Automation powered by KNIME Text Mining Utility for

Sentiment Detection & Classification

• DynaMine-API for realtime access to Social Media Platforms (Facebook,

Twitter & others)

Constraints

• Social Media Data access &

availability

• Sentiment Parser for German

language

• Methodology


Case Study Car Rental – Tag Cloud as Early Warning System

In June 2011 an online campaign of German car rental company Sixt was

revealed. The ad is both insensitive and provocative as it invites Greeks to

take advantage of the low Sixt rates and spend their “drachmas”.


Case Study Car Rental – Tag Cloud as Early Warning System

Text Mining of Twitter Communications: Tag Cloud as Early Warning System


Case Study eCommerce – Social Media Monitoring

Management

Dashboard

Sentiment

Visualization

Integration of KNIME Text Mining in DYMATRIX SocialMediaAnalytics


Case Study eCommerce – Social Media Monitoring

Facebook

Details

Sentiment

Visualization

Integration of KNIME Text Mining in DYMATRIX SocialMediaAnalytics


Identification of customer needs along the customer lifecycle

• Classify Messages into need-oriented messages

• Map & identify product/service-oriented needs

Case Study Telecommunication – Identification of customer needs

CONTACT

DYMATRIX CONSULTING GROUP GmbH

Ansprechpartner: Stefan Weingaertner

Zeppelin Carré

Lautenschlagerstrasse 2

D-70173 Stuttgart, Germany

Telefon

Telefax

E-Mail

Web

+49.711.22.007.88 - 0

+49.711.22.007.88 - 88

[email protected]

www.dymatrixconsulting.com

Automating Customer Analytics. - KNIME · 2 UGM 2012 – Automating Customer Analytics © DYMATRIX...

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Transcript of Automating Customer Analytics. - KNIME · 2 UGM 2012 – Automating Customer Analytics © DYMATRIX...