R.D. Hackathorn
A Tough Business Problem
• Customer retention
• Service up-selling
• Segmenting
Compile demographics, etc about customers
Cluster customers based on similarity of attributes
Treat customers within a cluster as the same
• Targeting
Choosing segment to target with specific marketing
• Positioning
Designing marketing for a specific segment
• Problems with this approach
Incomplete and inconsistent data
Clustering algorithms with complex interpretations
Large number of segments
...but
you really
want to
see like
this!
• Computational-centric analytics
Analysis comes from processing algorithms
Such as data mining tools, predictive analysis...
• Visual-centric analytics
Analysis comes from visual perception
...But a new generation of visual tools
visualization
computation
data warehouse
computational-centric
R.D. Hackathorn Slide 15
Toward Visual-Centric Analytics
visualization
computation
computation
computational-centric visual-centric
R.D. Hackathorn Slide 16
Toward Visual-Centric Analytics
strategic
tactical
operational
computation
data warehouse
cross-levels
R.D. Hackathorn Slide 18
Cross-Levels and Cross-Functions
strategic
marketing
tactical manufacturing
operational sales
computation computation
cross-levels cross-functions
R.D. Hackathorn Slide 19
Visualizing Cross-Enterprise
computation
data warehouse
typical
R.D. Hackathorn Slide 20
Visualizing Cross-Enterprise
computation computation
• Seeing in a glance
Intuitive perception...once trained
Stimulating the ‗a ha‘ moments
• Seeing as a group
Decisions made across functions and across levels
Resulting in coordination across the enterprise
• Telecommunications...
Finding the good customers who will probably flip
Offering the right service to the right customers
Andrew Cardno
CTO, BIS2
26
Introduction to Super Graphics
QUARTAL INSPATIAL
Demographic
& other data
+
zip codes, roads,
polygons etc.
BIS2 SpatialXchange
…see and understand: customer bahaviors, …see and understand: customer revenue,
instore management, channels, campaigns, lifetime value, churn, network performance,
SCM… campaign effectiveness…
insuranceViz TM gameViz TM
…see and understand: customer profitability, …see and understand: how to optimize
claims, risk factors, cross-sell / upsell, agent revenue, factors that influence what customers
performance, lapses… play, rate of play, when, how long, where…
entertainmentViz TM manufacturingViz TM
moneyViz TM
Clustering
Clustering
Super Graphics
Clusters of
Visualize from WHOLE to PART results Deep customer
insights of
Dimensional clusters
• Marketing Results Analysis
Inside customer
Understand All • Responders Cyclical interactions
patterns of based on clusters
• Related to Physical Location clusters
Clustering
Super Graphics
Clusters of
Visualize from WHOLE to PART results Deep customer
insights of
Dimensional clusters
• Marketing Results Analysis
Inside customer
Understand All • Responders Cyclical interactions
patterns of based on clusters
• Related to Physical Location clusters
INSIGHT
Key Business Percent (%) of whole or other For example, A map showing
Performance variable – where are the percent (%) of responders
Drivers (BPDs) variations from the whole against whole
Understanding through Super Graphics to develop insights
BIS2‘s Spatial
Xchange provides
key geospatial
data for BIS2 and
Partner
customers.
The geospatial
data is ‗load-ready‘
with Super
Graphics from
BIS2.
Understanding call volume patterns against network utilization - Using the Temporal
Super Graphic, show call volume patterns against network utilization to better optimize
network utilization and reduce costs.
Example questions include:
• Network utilization by all products
and by product line.
• Network utilization by all
customers and by customer
segment.
• Network utilization by all
Network Utilization – geographic areas or particular
2001 - 2008
geographic areas.
• Network utilization - % from mean
– areas of the network.
• Network utilization – product line
or customer segment
increase/decrease year-on-year.
Understanding call routing patterns - Using the vizbybis2 Pivotal Super Graphic, show
call routing patterns to better understand and optimize interconnect pricing and costs.
Interconnect
Agreement
1. Top right:
Split by Revenue@
3. Bottom right:
―Newer‖
Rank Average Revenue Per User (ARPU) # History means the length of time someone has been a
Per Year customer. An ―older‖ customer means that they have been a
customer for a relatively longer period, than a new customer.
Split by Revenue Each quadrant is split by an equal amount of revenue.
Copyright © 2008 - 2009 – Business Intelligence Systems Solutions, Inc. 38 @ Alternatively, could be split by ARPU.
All Rights Reserved.
May 2009
Quartal – Customer Segmentation
(Story 6)
Cluster 1 Cluster 2
Differences in customer
behavior—by customer
segment—can easily be
seen when the customer
segments are displayed
in the Quartal Super
Graphic.
Cluster 3 Cluster 4
The ability to change what is
displayed on the x and y axis
of the Quartal picture makes
Split by Revenue@
Rank History#