WELCOME TO SAS FOR MARKETING

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Cameron Ray
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1 WELCOME TO SAS FOR MARKETING 17 FEBRUARY 2016 Copyr i g ht 2012, SAS Ins titut e Inc. All rights res er ve d.

2 AGENDA Time Session Registration & refreshments Start ADVANCED Attribution What and How Rule based attribution and algorithmic (advanced) attribution Understand how SAS Enterprise Guide and SAS Enterprise Miner can be used Break Understanding Machine Learning in Marketing What is Machine Learning? Where can it be applied in Marketing? How can it be applied in Marketing? The next steps for your organisation Lunch

3 ADVANCED ATTRIBUTION WHAT AND HOW SAS CENTRE OF EXCELLENCE Simon Waller and Iain Brown SAS

4 WHO ARE WE? Simon Waller Global Practice Customer Intelligence Here 2 years ago talking about Attribution. Currently working on an attribution project for a customer in the UK. Dr Iain Brown Analytics Centre Of Excellence Expert in analytics Understands the analytics behind advanced attribution Malcolm Lightbody Product Management, Customer Analytics Developing all analytics (including attribution) capabilities in SAS CI Solutions Insights into attribution project in USA Keen to hear from the field about attribution experiences and requirements!!!

5 AGENDA What it is 2 slide refresher on Attribution What is Advanced Marketing Attribution What you will need The environment required for Attribution Beyond Attribution

6 WHAT IS ADVANCED ATTRIBUTION

7 ATTRIBUTION REFRESHER

8 ATTRIBUTION REFRESHER - MODELS Single Source Attribution Last Click First Click Fractional Attribution (Rules Based) Fractional Attribution (Algorithmic or Probabilistic Attribution)

9 Copyr i g ht 2012, SAS Ins titut e Inc. All rights res er ve d. ALGORITHMIC ATTRIBUTION

Find out which interactions have highest conversion rate using an algorithmic approach.

10 ADVANCED MARKETING ATTRIBUTION DIGITAL ATTRIBUTION SCENARIO How can we measure attribution across all marketing interactions? Find out which interactions have highest conversion rate using an algorithmic approach. Business Executive Business Manager (Marketing / Customer Service) Analytics Modeler Business Manager Business Analyst Marketing / Customer Service Customers

11 ADVANCED MARKETING ATTRIBUTION DIGITAL ATTRIBUTION SCENARIO WITH RPM How can we measure attribution across all marketing interactions? Find out which interactions have highest conversion rate using an algorithmic approach. Business Executive Business Manager (Marketing / Customer Service) Analytics Modeler Business Manager Business Analyst Marketing / Customer Service Customers Business Analyst RPM

12 THE ANALYTICS LIFECYCLE BUSINESS MANAGER Domain Expert Makes Decisions Evaluates Processes and ROI EVALUATE / MONITOR RESULTS IDENTIFY / FORMULATE PROBLEM DATA PREPARATION BUSINESS ANALYST Data Exploration Data Visualization Report Creation DEPLOY MODEL DATA EXPLORATION IT SYSTEMS / MANAGEMENT Model Validation Model Deployment Model Monitoring Data Preparation VALIDATE MODEL BUILD MODEL TRANSFORM & SELECT DATA MINER / STATISTICIAN Exploratory Analysis Descriptive Segmentation Predictive Modeling

13 ADVANCED MARKETING ATTRIBUTION BUILDING ALGORITHMIC ATTRIBUTION MODELS 1. Data access SAS/ACCESS, SAS Enterprise Guide / SAS Data Integration Studio 2. Visual data exploration to access data quality issues SAS Visual Analytics 3. Reshaping the data for analytical modelling (recoding, transformations, joins, summarisation and transpositions) SAS Enterprise Guide / SAS Data Integration Studio 4. Algorithmic model development SAS Enterprise Miner (HPDM) 5. Model Scoring SAS Enterprise Guide / SAS Data Integration Studio 6. Marketing channel performance dash boarding SAS Visual Analytics

14 ADVANCED MARKETING ATTRIBUTION EXAMPLE 17 digital marketing channels 1,000 predictors ~24,000,000 digital visitor journeys Rate conversion less than 1 %

15 ADVANCED MARKETING ATTRIBUTION DATA-DRIVEN ATTRIBUTION

16 ADVANCED MARKETING ATTRIBUTION CHAMPION/CHALLENGER MODEL SELECTION

17 ADVANCED MARKETING ATTRIBUTION MODEL FLOW APPLIED MACHINE LEARNING Model selection criteria: Misclassification on Validation set

18 ADVANCED MARKETING ATTRIBUTION LIFT CHART Identify group of responders more likely to convert compared to randomly targetting entire marketable population Profile segment Find similar customers

19 ADVANCED MARKETING ATTRIBUTION MARKETING CHANNEL WEIGHTING ODDS RATIO Attributes above line have a positive impact in increasing the probability of a visitor conversion.

20 ADVANCED MARKETING ATTRIBUTION MODEL DEPLOYMENT Optimised score code generation (including data transformations) SAS code deployment through a scheduled job C or Java code deployment into applications (SAS Server/Client) PMML based scoring (SAS Server/Client) Scoring code and batch job built and executed in SAS Data Integration Model scoring task in SAS Enterprise Guide Scoring code can be scheduled for execution in parallel (grid computing) In-database functions (IBM DB2, Teradata, Netezza, EMC-Greenplum)

21 ADVANCED MARKETING ATTRIBUTION DEMONSTRATION

22 ADVANCED MARKETING ATTRIBUTION ALGORITHMIC ATTRIBUTION BENEFITS Leverage broad analytic data preparation options to build better attribution models and get more reliable results Modern set of analytic algorithms to increase confidence in your results Reduce time to results with automated model scoring and deployment Consistent validation, management and monitoring of best models to improve performance. Provides Increased accuracy More precise/flexible and controlled

23 WHAT YOU WILL NEED

24 WHAT YOU WILL NEED 1. Scalable (Onsite or Cloud) Big Data processing Data management 2. High quality multichannel data Accurate Customer Path Data Both offline and online data 3. Analysing the data Advanced Analytics Capabilities Opportunities outside attribution 4. Future Proof Do more as your expertise grows

25 1. SCALABLE From Desktop to Enterprise Big Data processing Data management

26 2. HIGH QUALITY MULTICHANNEL DATA Accurate Customer Path Data Data models open and attribution-ready Joining offline and online data

27 2. HIGH QUALITY MULTICHANNEL DATA

28 2. HIGH QUALITY MULTICHANNEL DATA 1 TV 2 3 Social Search 4 Mailing 5 6

29 2. HIGH QUALITY MULTICHANNEL DATA Joining offline and online data

30 3. ANALYSING THE DATA Advanced Analytics Advanced Analytics Actioning the data Data Requirements Flexible reporting Using the data to feed opportunities outside attribution

31 OPPORTUNITIES BEYOND ATTRIBUTION

34 OPPORTUNITIES OUTSIDE ATTRIBUTION Prediction Window

4. FUTURE PROOF THE SAS CUSTOMER DECISION HUB SAS

deciding about the optimized offer. http://www.sas.

35 4. FUTURE PROOF THE SAS CUSTOMER DECISION HUB SAS Customer Decision Hub Central Decision Making unit: CUSTOMER DECISION HUB Rules in Real-Time across all channels based on pre-defined rules deciding about the optimized offer.

36 Thank you very much! sas.com

Introducing Analytics with SAS Enterprise Miner. Matthew Stainer Business Analytics Consultant SAS Analytics & Innovation practice

Introducing Analytics with SAS Enterprise Miner Matthew Stainer Business Analytics Consultant SAS Analytics & Innovation practice FROM DATA TO DECISIONS Optimise Competitive Advantage What is the best