零售市场分析(Retail Marketing Analytics)

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1、MARKETINGANALYTICSASASERVICERetailMarketingAnalyticsAPRIL2012Poweredby:1WhoweareCompanyOverviewExperiencedteamwithaprovenhistoryofsolvingdifficultanalyticsproblemsforFortune500companiesCloud-basedsoftwaretomanagemarketing’sbigdataproblems:customerlevelrevenueattribu

2、tionandmulti-channeloptimization,triggeredmarketing,andplanningandreportingLocationsSanFrancisco,Seattle,andHyderabadJohnWallace,CEOBrandonMason,CTO2UpStreamSuite3ChallengeswithMulti-ChannelRetailMulti-channelmarketersareunsurewheretospendtheirnextdollar.Messydatawi

3、thmanyDon’tunderstandhowspendingNoeasywaytoidentifythemarketingandorderchannels,onmarketingaffectsconversionmostprofitablechannelsforeverydisparatedatabases,variouscustomerexecutionplatforms4WhatisAttributionModeling?AssigningcreditWhatmarketingtreatmentsdrovemyorde

4、r?Howshouldtheysharecredit?TargetingWhichcustomersaremostlikelytobuy?Cross-channelEffectsDoesmarketinginonechannelaffectotherchannels?IncrementalResponseWhichcustomersaremostreceptivetocatalog?Toremarketing?Toemail?StrategicAllocationWhatistheoptimalwaytospendmynext

5、marketingdollarforaspecificcustomer?Forgroupofcustomers?Ormywholefile?5CurrentState:Multi-ChannelCustomerAnalyticsSTRONG•SimpleandflexiblemethodslackAttributionaccuracy•Mosttoolslackofflineandbrick&mortardataMarketingmixmodels(CPG)•Inabilitytointegratedisparatedatas

6、ourceslimitsmulti-campaignviewComplexheuristicrules•Mosttoolsaggregatedatatoscale,losingcustomerleveldetailWeighted,equalorMETHODOLOGYcascadingAttributionLastorfirstclick/touchDoublecountsalesWEAKACCURACYLOWHIGH6Howdoyouapproachtheproblem?Enableretailerstoconductcus

7、tomer-levelanalysisonbigdatatounderstandwhatmotivatesindividualstobuy.AssembleandstandardizeApplytherigorofamedicalIdentifyandattributeKnowwhomallofamarketer’sdataintoresearcherwithpatentedtherevenuedriverstoreachaHadoopclustermethodology7AdvancedRevenueAttributionW

8、hatisit?Data-driventime-to-eventstatisticalmodelingusedtoestablishanobjectiveandaccuraterevenuedistribution,alldoneattheindividualuserleve