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

 

 

 

Executive Evening Out with eSage Group and Microsoft

On March 10th, eSage Group held its first Executive Evening Out at the exclusive Rainier Club in Downtown Seattle. The event was sponsored by Microsoft Advanced Analytics.

On March 10th, eSage Group held its first Executive Evening Out at the exclusive Rainier Club in Downtown Seattle.  The event was sponsored by Microsoft Advanced Analytics.

15 Seattle area executives, from the likes of Starbucks, Trupanion, Allrecipes, Alaska Air, Disney and their guests joined us for a short presentation by Shish Shridhar, Worldwide Director for Business Intelligence Solutions – Retail for Microsoft, then sat down to a 5 course meal with wine pairings presented by The Rainier Club sommelier.

Microsoft has a powerful offering, from Azure Machine Learning, Cortana Analytics Suite, SQL 2016 and PowerBI. It was definitely a learning experience along with a wonderful meal and wines.

 

A Year in Review – LA and Seattle MeetUps

It was quite a year for both the LA and Seattle Marketing Analytic MeetUps! We had terrific speakers share on current topics! In LA, we had Nevious Osborne of Beats by Dre talking effective dashboards, Peter Taylor of Belkin talking IoT analytics and Punnoose Isaac of Edmunds.com talking on how to build an analytics infrastructure, just to name a few!  Check out the full list here.

Not to be outdone, Seattle had Jeremy Boore of Expedia talk Storytelling and Analytics, Chris Proser of Adobe talk about going beyond A/B testing, Kyle Wieranga of Costco talk on moving from Predictive to Prescriptive Analytics, Shish Shirdar from Microsoft talk Machine Learning, and Ed Mabanglo from Nordstrom talk time-to-event analysis to measure customer tenure. Check out the full list here.

2016 is proving to be great with Tania Massad from Mattel presenting in LA and Brian Behuin from Alaska Air presenting in Seattle.

Make sure to become a member for the Seattle and/or LA Marketing Analytic MeetUps to receive notices of upcoming events!

 

 

 

Immediate Need for 2 Technical Business Analysts

eSage Group has an immediate need for 2 solid Technical Data Analysts.  Both positions are in Bellevue, WA.  No remote.

The successful candidate is someone who enjoys diving into our client’s business issues, understanding needs, evaluating the data available and then doing the analysis and creating reports that provide our clients with meaningful insights.  Candidate should have great communication skills, a keen curiosity about business challenges, and possess the intermediate SQL and Data Schema skills required to be able to evaluate and then query available date sources to create reports.

analyticsResponsibilities:

  • Work directly with business users to understand information needs
  • Inspect data sources and conduct data audits to verify data accuracy and ensure quality
  • Analyze data for trends and outliers
  • Create report and charts that highlight meaningful insights about their business, customers, etc.

Qualifications

  • Strong past Data Analysis Experience working directly with end users
  • Intermediate Data Base and SQL Skills – Ability to use MS SQL to assess data quality and availability, and then write queries to assemble the data to build reports.
  • Advanced Excel Skills, ability to do advanced charting, Pivot Tables and ad hoc analysis
  • Good oral and written communication skills
  • Mathematical mind with great analysis skills
  • Highly organized, detail oriented and produces quality work that has been fully checked and can be trusted by decision makers who will rely on it

 Nice to have:

  • Experience working with OLAP data cubes
  • Advanced MS SQL/Database skills
  • Experience with MS Power BI Tools

Please email your resume to tinam (@) esagegroup (.) com.

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.

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!!