Starbucks’ Nirvana – Nov 28 – Seattle Mktg Analytics Meetup

Rani MadhuraSr. Advanced Analytics Manager at Starbucks, will share with us details around Starbucks’ mission critical Digital Order Management Initiative. The initiative’s goal is to consolidate the Mobile and Café orders to improve customer wait time via creatively managed Order and Item Sequencing decisions.

She will also share on Starbucks’ Capacity Planning Initiative, including

1.  Insights derived from their integration of the cross-functional datasets from Asset Management, Labor Productivity and Store Level Transactional Data Systems

2.  Key Metrics identified to effectively manage inventory levels and dynamic labor allocation

Rani will finally discuss ROI, best practices and future considerations for both initiatives.

Don’t miss this one!!

RSVP Now

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eSage Group (http://bit.ly/2f0JdMj) is the organizer and sponsor for the LA (http://bit.ly/2nhl5GP) and Seattle Marketing Analytics Groups.

The Future of Enterprise Analytics

Over the last couple weeks since the 2016 Hadoop Summit in San Jose, eSage Group has been discussing the future of big data and enterprise analytics.  Quick note – Data is data and data is produced by everything, thus big data is really no longer an important term.

hspeopleeSage Group is specifically focused on the tidal wave of sales and marketing data that is being collected across all channels, to name a few:

  • Websites – Cross multiple sites, Clicks, Pathing, Unstructured web logs, Blogs
  • SEO –  Search Engine, Keywords, Placement, URL Structure, Website Optimization
  • Digital Advertising – Format, Placement, Size, Network
  • Social
    • Facebook – Multiple pages, Format (Video, Picture, GIF), Likes (now with emojis), Comments, Shares, Events, Promoted, Platform (mobile, tablet, PC) and now Facebook Live
    • Instagram – Picture vs Video, Follows, Likes, Comments, Reposts (via 3rd Party apps), LiketoKnow.it, Hashtags, Platform
    • Twitter – Likes, RT, Quoted RT, Promoted, Hashtags, Platform
    • SnapChat – Follows, Unique views, Story completions, Screenshots.  SnapChat to say the least is still the wild west as to what brands can do to engage and ultimately drive behavior.

Then we have Off-Line (Print, TV, Events,  etc). Partners. 3rd Party DataDon’t get me started on International Data. 

Tired yet?

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While sales and marketing organizations see the value of analytics, they are hindered by what is accessible from the agencies they work with and by the difficulty of accessing internal siloed data stored across functions within the marketing organization – this includes central corporate marketing, divisional/product groups, field marketing, product planning, market research and operations.

Marketers are hindered by access to the data and the simple issue of not knowing what data is being collected.  Wherever the data lies, it is often controlled by a few select people that service the marketers and don’t necessary know the value of the data they have collected.  Self-service and exploration is not possible yet.

Layer on top this the fact that agile marketing campaigns require real-time data (at least close real time) and accurate attribution/predictive analytics.

So, you can see there are a lot of challenges that face a marketing team, let alone the deployment of an enterprise analytics platform that can service the whole organization.

Now that I have outlined the business challenges, let’s look at what technologies were mentioned at the 2016 Hadoop Summit that are being developed to solve some of these issues.

  • Cloud, cloud, cloud– lots of data can be sent up, then actively used or sent to cold storage on or off prem.  All the big guys have the “best” cloud platform
  • Security – divisional and function roles, organization position, workflow
  • Self-Service tools – ease of data exploration, visualization, costs
  • Machine Learning and other predictive tools
  • Spark
  • Better technical tools to work with Hadoop, other analytics tools and data stores
  • And much more!  

Next post, we will focus on the technical challenges and tools that the eSage Group team is excited about.

Cheers! Tina

 

 

 

Understanding and Influencing the Customer Journey

Last week in Downtown LA, eSage Group and Microsoft hosted an Executive Learning Lounge focused on understanding and influencing the customer journey.

ELLLinkedIn

The concept is a complex one. I came across this great article in the November issue of Harvard Business Review.  I hope you find it as insightful as I did.

If you are in Seattle, we are having a Customer Journey panel at the DAA Seattle Symposium on November 12th.  Shish Shirdhar will once again get in the panelist chair along with Michael Lisin of Disney and Duane Bedard of eSage Group will moderate!

DAA-Seattle-v2-NEW

Competing on the Customer Journey – HBR, November 2015 – Executive Summary

As digital technology has enabled shoppers to easily research and buy products online, sellers have been scrambling after them, trying to understand and satisfy their wants. Savvy companies, however, are using new tools, processes, and organizational structures to proactively lead digital customers from consideration to purchase and beyond. They are creating compelling customer journeys and managing them like any other product—and gaining a source of competitive advantage.

Building successful journeys requires four key capabilities: automation, to smoothly carry customers through each step of their online path; personalization, to create a customized experience for each individual; contextual interaction, to engage customers and appropriately sequence the steps they take; and journey innovation, to add improvements that enhance and extend the journey and foster customer loyalty.

In addition, the most successful companies have a particular organizational structure, with a chief experience officer overseeing a journey-focused strategist and a “journey product manager.” This latter role is critical—the journey product manager leads a team of designers, developers, data analysts, marketers, and others to create and sustain superior journeys, and he or she is accountable for the journey’s ROI and general business performance.

What is the Internet of Things? Why should marketers care? RSVP Now to find out!

Internet of ThingsPlease join us in this lively evening event sponsored and organized by eSage Group with co-sponsors Pointmarc and Cloudera. Hear a panel of industry experts from the areas of Wearables, Home Security/Automation, and Automotive:

Duane Bedard from eSage Group, a thought leader in the marketing analytics space, will moderate a discussion delving into the Internet of Things, where are we today, what the future holds and how marketers can best be prepared to take advantage of it to improve effectiveness of marketing campaigns and develop new revenue streams.

The Learning Lounge is presented with PSAMA and DAA.

Details:

When: May 15, 2014 Time: 6:00pm – 9:00pm
Where: Club Sur 2109 First Avenue South SODO, just south of the Starbucks Center
Cost: $25 includes beverages (alcoholic and non) and appetizers Parking is free and readily available after 6pm on First and side streets.

RSVP Now IoT

 Check out the cool digs!

SUR Montage

DONT MISS IT!

 

Just announced! eSage Group’s Internet of Things Learning Lounge – May 15th

iot3A First-Hand Conversation on the Internet of Things

The Internet of Things will profoundly re-shape marketing. As objects in all corners of our lives become connected to the web what does it mean for brands and customers? To help provide insight, and a lively discussion, eSage Group and PSAMA has arranged a premium collection of senior-level thinkers from some of the area’s strongest brands, all together on one panel.

See first-hand how Alaska Airlines is evolving air travel, how Vivint is revolutionizing digital homes and how Nike continues to be an innovator in wearables all through understanding the opportunities from the Internet of Things.

Learning Lounge: An All-New Event Format

At the Learning Lounge, Seattle Marketing Analytics Group, PSAMA members, and non-members alike are invited to join together for an evening at SUR, one of Seattle’s most talked-about venues. Enjoy food and drink (ticket prices includes cocktails and light hors d’oeuvres) while learning from some of the Northwest’s most innovative brands how the Internet of Things is starting to re-shape marketing.

Expert Panel:

Details:

Date: May 15th, 21014

Location: Club SUR, SODO, 2901 1st Avenue S

Time: 6pm

Tickets are $25 for all Seattle Marketing Analytics Group members!

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Register here!

Special Thanks to our co-sponsors!

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The Learning Lounge is replacing the normal monthly MeetUp at Fado’s for the month of May. We will return to normal in June. 

If folks like it, The Learning Lounge will hopefully become a quarterly (or so) event.

The Shish List – Big Data at MarketMix

This article was posted by Shish Shirhar, Global Director of Big Data, Retail. He was one of our Making Big Data Smart Data panelists for last week’s PSAMA MarketMix.

http://blogs.msdn.com/b/shishirs/archive/2014/03/27/bigdata-at-marketmix.aspx0312_MarketMix1_thumb_13BAE14D

Thanks to Duane Bedard & Tina Munro of eSageGroup, I participated in a panel discussion at MarketMix with the brilliant Data Scientists: Jason Gowans of Nordstrom and Jon Francis of Nike. Duane Bedard did an excellent job of moderating the conversation.  I love his skill of condensing everything we said to short soundbytes that were ready to go on twitter 🙂 , and they did with hashtag #MarketMix.

Jon Francis shared interesting insights on the work he does on the ecommerce business at Nike. Jason Gowans runs the Nordstrom Data Lab and shared his perspectives on what it takes to walk the thin line between providing great customer experience through personalization and becoming “creepy”. We discussed where Big Data has proven value and where it has disappointed; talked about how Marketers can benefit from Big Data Analytics and what kind of data is useful for enhancing insights.

I spoke with several people in the audience after the session and one of the questions that stood out was: “How can we start small, working with multiple data sources?” My recommendation is to have a look at a tool that you most likely already have: Excel. Excel 2013 has some interesting new capabilities with PowerBI. The democratization of data and the democratization of tools is empowering everyone to get started working with multiple datasets, combine them and create great visualizations to derive insights. Check out some of the examples from my previous blog posts:

  1. Analyzing Seattle 911 Data using PowerBI
  2. Using Power Map to Analyze Public Retailer Data
  3. Visualizing Wal-mart
  4. Lets visualize Beer because it’s 5 pm somewhere
  5. How To: Visualize Real Time Flight Data & Correlate with Local Airport Weather

Seattle Marketing Analytics MeetUp WrapUp!

Daniel Kissin presenting
Seattle Marketing Analytics MeetUp

Last night, eSage Group sponsored its 4th Seattle Marketing Analytics Group MeetUp. This month’s presenter was Daniel Kissin, Sr. Analytics Manager at Expedia. The topic was:

How to scientifically measure impact of TV advertisements on other channels, like websites, SEM and Online ads (or so-called ‘halo’ effect).

Definitely a HOT topic for marketing these days!!

It was a great turn out with lots of good dialog around marketing analytics. Also, it was a fun learning environment with good food and beer!

Next month, November 19th, Tableau Software is going to be presenting on data visualization. Make sure to join the MeetUp to register and get updates. It is free!!!

Also, we are starting a Marketing Analytics MeetUp in LA! It is on November 5th. Check it out if you live down there!!

Beer and Food almost make marketing analytics fun!!
Beer and Food almost make marketing analytics fun!!