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UNCOVER THE HUMAN SIDE OF DATA 2016 EXECUTIVE SUMMARY
Peggy L. Bieniek, Accredited Business Communicator
Beena Ammanath, Executive Director, Data Science Products and Delivery, GE
Amanda Ciccatelli, Content Marketing & Social Media Strategist, Informa
June 8-10, 2016 San Francisco, CA
2 | Marketing Analytics and Data Science
IN AN AGE WHERE CONSUMERS DEMAND MORE PERSONALIZED COMMUNICATIONS, EXPERIENCES AND PRODUCTS, AND INTERNAL STAKEHOLDERS REQUIRE MORE PREDICTIVE INTELLIGENCE TO INFORM DECISIONS, ANALYTICS AND DATA SCIENCE HAVE EMERGED AS SILVER BULLETS TO UNCOVER THE HUMAN SIDE OF DATA. The Marketing Analytics and Data Science conference is designed to demonstrate how to deploy marketing analytics and data science to drive business forward.
A SUMMARY OF HIGHLIGHTS AND TAKEAWAYS FROM MARKETING ANALYTICS & DATA SCIENCE 2016. ENJOY!
Uncover the Human Side of Data | 3
Success of the Industrial Internet is based on reliability, security, and durability.
GE Executive Director, Data Science, Beena Ammanath
Highlights from Leading Executives at this Year’s Conference:
Keynote Chair Jennifer Nelson, Managing Director, Aviants Insight & Strategy, welcomed attendees and officially kicked off the event.
Guillaume Cabane, VP of Growth, Segment, presented “1:1 Personalization at Scale.” He explained how growth marketing = personalization + automation.
Beena Ammanath, Executive Director, Data Science, GE, presented “Industrial Internet: Building the Digital Industrial World with Data Science.” She talked about how the success of the Industrial Internet is based on reliability, security and durability.
Edward Wild, Senior Director, Advanced Analytics, PepsiCo, and Ari Tuchman, Co- Founder and President, Quantifind, presented “Social Analytics: How Pepsi is Cutting through the Clutter.” Edward explained how the shelf life of a marketing campaign is shrinking radically. Art talked about how Quantifind defines buyer conversations and how they correlate directly to sales.
Venu Gorti, Co-Founder, EVP, Cogitaas, and Dr. Kamal Sen, Founder, President & CEO, Cogitaas, presented “The Next Wave of Analytics - From Decision Support to Directed Decisions.” They explained how decision-making has become decision- science and needs analytical support.
Rahul Todkar, Vice President, Charles Schwab & Co., and Rahul Goel, Global Insights Manager - Sense & Respond Marketing Analytics, Clorox, presented “Exploring Trends in Experimentation.” They discussed the importance of having the right data structure and frameworks in place.
Roy Ben-Alta, Business Development Manager - Big Data & Analytics, Amazon Web Services, presented “Big Data & Analytics in the Cloud.” Roy’s discussion included how AWS uses analytics to help their customers, barriers to value, data lakes and big data categories.
Nikhil Nawathe, Media Researcher, Facebook, presented “Fueling Creative with Data.” He talked about hypothesis-driven insights and hypothesis-driven creative and how topic data (with some nuances) can be useful for campaign development.
DAY ONE SUMMARY DAY ONE OF THE MARKETING ANALYTICS & DATA SCIENCE CONFERENCE WAS ACTION-PACKED AND INSIGHTFUL.
Charlie Burgoyne, Principal Director of Data Science, Frog Design, presented “Data Driven Product Vision.” He described how data is creating new modes and models for interacting with companies, work, home, ourselves and one another.
Eric Callahan, Director, Performance Analytics, American Express, presented “Taking Control of Control Groups.” One of the insightful topics was how to build universal control groups.
Anna Bergmann, Consultant, Global Medical Customer Analytics and Insights, Eli Lilly and Company, and Dr. Marjo Gazak, Advisor, Medical Information Analytics & Insights, Eli Lilly and Company, presented “Advancing Text Analytics in Medical Information.” Anna and Marjo discussed how they effectively and efficiently utilize data captured through customer interactions to improve the customers’ experiences.
Camille P. Schuster, Professor of Marketing, California State University, San Marcos presented “Playing Detective with Data” and showed attendees how to make an impact with analysis.
Leslie Drate, US Consumer Print Social Media, HP, Inc. presented “Data-Driven Social Media.” Attendees learned how to reach their ultimate buyer with social media retargeting.
Attendees learned more about Quantifind capabilities as Shravan Narayen, Lead Project Manager, Quantifind, and Art Tuchman, Co-Founder and President, Quantifind, presented “Buyer vs. Buzz: Leveraging Data Science to Find the Signal.” Shravan and Art explained the importance of having the right data structure and frameworks in place.
Nancy Kazdan, Business Development Manager, BBSI presented “Your Data Doesn’t Always Tell the Story.” Attendees learned how to structure and tell a persuasive story.
Industrial Internet: Building the Digital Industrial World with Data Science
To kick off day one of the conference, Beena Ammanath, Executive Director, Data Science, at GE spoke about how GE is shaping the future with the industrial internet.
In the 19th century, the industrial revolution, that started in Europe and spread out globally changed the world significantly –
4 | Marketing Analytics and Data Science
how we work, how manufacturing is done, the economic conditions… I believe a similar revolution is happening now, driven by the industrial Internet or Industrial IoT.
The Industrial Internet, grows twice as fast as the consumer internet, in terms of data volumes and connected devices, generating massive amounts of data waiting to be analyzed, to drive new levels of efficiencies, customer service and productivity.
The amount of data generated by sensor networks on heavy equipment is astounding.
Imagine the first time you see any machine data; you are able to see the whole history of that piece of equipment – that’s context. And that’s key to succeed in data science in an industrial world. Putting context around every machine data to make it usable by any user.
It’s in the industrial area that data science is going to have the biggest impacts, transforming economies, saving lives, reducing power consumption, changing the way we live.
How to Structure and Tell a Persuasive Story During day one of the conference, attendees learned how to tell effective business stories from Nancy Kazdan, Business Development Manager, BBSI, as she presented “Your Data Doesn’t Always Tell the Story.” Nancy described business storytelling as the art of using stories to communicate and connect with employees, customers, suppliers, partners, shareholders and others involved with your organization. Business stories have a specific goal or desired outcome and are authentic.
She told attendees to not be afraid to tell stories that show failure, poor judgment or mistakes. She explained that when you’re prepared to appear vulnerable in front of others, you can quickly establish trust and support.
According to Nancy, the three essential elements of a good story (CAR framework) are:
Content: Establish context. Listeners need to make sense of your story. Spark interest.
Action: Where and when does this story take place? Who is the main character or message? What does your main character want to accomplish? Who or what is in the way?
Result: Did you succeed with your listeners? What is the moral? Why did you tell the story? What are the insights? Reveal your main message. What did the audience learn from the result?
To establish context for your story, focus on these three areas: 1. Who is my audience? Determine what
insights your listeners want to draw from the data you show them.
2. What is the ultimate message I want to share? Boil it down to a compelling single statement.
3. Determine the best way to illustrate it. Anecdotes that illustrate struggle, failure and barriers overcome are what make leaders appear authentic and accessible.
Reaching Your Ultimate Buyer with Social Media Data Retargeting Attendees of the Marketing Analytics & Data Science conference learned more about data-driven social media as Leslie Drate, US Consumer Print Social Media at HP, Inc. presented “Social Media Data Retargeting.” According to Leslie, targeting is good, but retargeting allows you to focus marketing dollars and brand messaging on a specific target audience that is more likely to buy from you than other audiences.
Retargeting is more affordable, efficient and effective. You can retarget on Facebook, Instagram, Twitter and YouTube around these parameters: • Location: country, state, zip code, or even
the area around your house • Demographics: age, gender, interests,
languages • Interest: hundreds of categories including
music, movies, sports, games, shopping, etc. • Behaviors: things they do, like shopping
behavior, type of phone they use, or if they are looking to buy a car or house
To retarget to custom or tailored audiences: • Target ads to people on your contact list • Facebook or Twitter compares your data
with theirs to find the people in their database
• Use a customer list or data from your website