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  • admin 9:53 am on November 28, 2014 Permalink
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    Personalized + Relevant = Effective 

    Engaging customers with the right offers at the right time is important any time of the year, but it’s especially critical during the busy—and super competitive—holiday shopping season. Customers don’t want mass-market emails for products they aren’t interested in; they want tailored offers sent to them when they need them or even before they know they need them.

    That’s what Berry Bros. & Rudd, Britain’s oldest wine and spirit retailer, does to deliver a great customer experience. The organization integrates customer data such as wine preferences and online search data with supplier information to craft customized offers for all of its 45,000 customers. The 175,000 personalized emails sent out each month have led to increases in both website traffic and transactions.

    “We know in the changing world that customers expect more from brands and the products and services that they choose to buy, so we need to make sure that every time we send a communication to a customer that it’s completely relevant,” says Jonathan White, senior marketing manager for Berry Bros. & Rudd.

    To ensure offers are completely applicable, the wine retailer utilizes real-time search data. For example, if a customer is searching for a particular bottle of wine or a particular variety of grape on the website, Berry Bros. & Rudd can immediately create an offer tailored toward that product.

    Personalized.  Relevant.  That’s the kind of marketing that  makes your store or website the first one shoppers want to hit on blockbuster days like Black Friday and Cyber Monday.

    Carly Schramm
    Assistant Editor
    Teradata Magazine

     

     

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  • admin 9:53 am on November 27, 2014 Permalink
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    Mc Cain Foods Data Driven Towards Organizational Growth 


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  • admin 9:51 am on November 27, 2014 Permalink
    Tags: Belief, Crazy, , Graphs, , ,   

    A Crazy Belief: Predicting Outcomes from Network Graphs 

    September 26, 1433

    Two rival factions are attempting to seize Florence’s city hall. One block’s forces arrive haphazardly with new arrivals offset by departures. In contrast, the other block immediately and decisively mobilises all of their supporters.

    Centuries later, Medici is a household name; Albizzi, Peruzzi, and Strozzi are largely forgotten.

    Could this outcome have been predicted?

    The Medici were neither the richest, oldest, newest, largest or most popular family at the time. In fact, statistically there was no difference between Medici and oligarch “block” of families across conventional metrics. Yet the Medici won; what they had was a well-constructed network.

    Florentine history is well-recorded and studied. The seminal work of Padgett and Ansell [1] describes the data and method to construct the social network of Florence’s most prominent families at the dawn of the Medici’s ascent to power.

     

    Beyond usual metrics, the Medici particular skill was in their positioning within the social structure of medieval Florence. This is best illustrated by measuring the relative importance of each of the 33 families within the network, using network centrality measures: betweenness, closeness, and eigencentrality. On average, the Medici are the most central family.

    Centrality measures are calculated over the network links, but some bonds are stronger than others and Padgett distinguishes nine different types of connections classified as “strong” (marriage, trade, real estate, employment, partnership) or “weak” (loan, patronage, friendship, mallevadori [2]) ties. We consider link strength by assigning a weight of 3 to strong ties and 1 to weak ties. When two families share more than one link (eg, marriage and trade), we sum the weights to obtain the total strength of the bond.

    Wealth and centrality values for all families, (size and color have identical meaning). While of average wealth (among elite families), the Medici have the highest betweenness and closeness values, and the second highest eigencentrality, making them the best connected family.

    With the structure of the social network known, we use loopy belief propagation to predict the likelihood a family will side with the Medici during a power struggle. Initial values are set as 1 (100% sides with Medici) for the Medici themselves, and 0 (0% sides with Medici) for the Peruzzi and Strozzi families (the most prominent oligarch families). Every other family’s belief is unknown (ie, 50%) a priori.

    Belief propagation results predict that, considering families’ size, the Medici will be able to mobilize 89% of their supporters, while 65% of the other families will support the oligarch block. Historical records indicate the Medici were supported by 93% of their followers,  oligarchs by 59% of other families! This is a staggering performance considering the assumptions [3].

    Left: Seeding the Medici as 1 and Strozzi and Peruzzi as 0 shows a balance of forces broken by the Medici’s greater support from their followers (dark green). Right: If another family had risen instead, here Orlandini, the model predicts a crushing defeat.

    Given the predictive accuracy, we can look at the paths not taken. What if a more peripheral family would have tried to rise up against the oligarchs? They would have been crushed.

     

    The Florentine problem, while small in terms of nodes and links, is difficult to solve without appropriate software. When networks are orders of magnitude larger, such as current social networks, one needs a scalable graph processing framework to enable accurate predictions and unlock the potential of network graphs.

     

    [1] JF Padgett and CK Ansell, “Robust Action and the Rise of the Medici, 1400-1434”, AJoS: 1259-1319, 1993

    [2] A guarantor (effectively a medieval bail bondsman)

    [3] This kind of predictive performance based on network structure alone is only possible because the two blocks are statistically “evenly matched” on classical metrics.

     

    Clément Fredembach is a data scientist with Teradata Australia and New Zealand Advance Analytics group. With a background in Colour Science, Computational Photography and Computer Vision, Clement has designed and built perceptual statistical experiments and models for the past 10 years.

     

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  • admin 9:47 am on November 27, 2014 Permalink
    Tags: , Remote, , ServiceConnect, ,   

    ServiceConnect Providing Secure Remote Services and Support 


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  • admin 9:46 am on November 27, 2014 Permalink
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    Marketing and Analytics Disharmonys Not an Option 


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  • admin 9:46 am on November 27, 2014 Permalink
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    Teradata and MapR ink sweeping Hadoop alliance 

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  • admin 9:52 am on November 26, 2014 Permalink
    Tags: , , Dynamic, , , , , , ,   

    Five Things Every Email Marketer Needs to Know About Dynamic Content 

    personalizationWhat if I told you that you could significantly increase email click-through rates and conversions – all largely by using information you already have on hand?  If that sounds like a dream come true, then you may want to take a look at what a dynamic email content strategy can do for you.

    Simply stated, dynamic email content is content that adapts based on real-time data. Personalization of email content has been around for a while, of course, but implementing dynamic email content is a way to ensure that your marketing messages are highly relevant and tied to compelling offers that are more likely to convert.

    For instance, where a personalized email might include the subscriber’s name in the subject line or content based on the subscriber’s broad preferences (such as when women receive emails about women’s clothing, and men receive information about men’s clothing), an email with dynamic content provides up-to-the-minute information to the recipient – information that’s drawn from multiple data sources to provide maximum value.

    Here are five things every marketer needs to know about this adaptive, data-driven digital marketing strategy – and the best ways to put it to work:

    1. A dynamic content strategy will work best if you build your database of content preferences up front. From the very first time your subscribers sign-up, give them the opportunity to tell you what they’re interested in and what they want to know more about. This guarantees a better relationship with your brand right off the bat and eliminates guesswork when it comes time to develop targeted content.

    To stay current with wants and needs of your individual recipients, always offer the opportunity to update preferences in every email sent. Your customers’ interests and needs are constantly evolving, and you don’t want to miss an opportunity… or send a message that’s completely immaterial.

    2. Dynamic content has a place in every part of your email message. From your top-level headline, to your imagery, to the offers you present… multiple aspects of your email can (and should) adapt based on your subscriber’s most recent interactions with you. Data will tell you their online behaviors. What information did your customer view last? How long has it been since he made a purchase? Where was she posting your products? What did he buy, and what got returned? Are there items she usually stocks up on this time of year? The possibilities are endless!

    3. Consistency + thoughtful content = trust. The more targeted and tailored your email messages are, the more likely your subscribers are to open them and then click through on your information and offers. Just remember, once you start with a dynamic email content strategy, keep it up so your readers stay engaged. That doesn’t mean you can’t send more general, broad offers to your whole list on occasion – for a big sale, a major announcement, etc. – but closely manage a balance to ensure you maintain their interest and loyalty

    4. Consider the bigger “real-time” picture. Dynamic email content can draw on much more than your customer attributes and buying data. Consider targeting for local weather (“It looks like a gorgeous weekend, are you ready to enjoy the sun?”), the time of day the message is opened (“Ready for some night-owl deals?”), a limited time deal (“Only one hour left!”), the latest posts from social feeds… even the last things customers viewed or the most popular items trending (what others chose to view or purchase) that day.

    5. Keep track of what’s working. Various types of dynamic customizations will drive response from different segments. So analyze your email marketing campaigns carefully. Always be testing and optimizing. Look for what works and turn to your consistent winners to keep subscribers happy – but don’t be afraid to test something new in the mix to see if you can drive an even higher level of engagement.

    Teradata’s digital messaging solutions give a digital marketer the ability to adapt email content in real time, so you can make the most out of the information you glean from shoppers and subscribers. With dynamic email marketing you can provide value with each message and keep your readers coming back for more.

    It’s just one more way we help make data work for your business and your customers.

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  • admin 9:47 am on November 26, 2014 Permalink
    Tags: Educational, ,   

    Ask the Experts CRM Educational Webcast 


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  • admin 10:35 am on November 25, 2014 Permalink
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    The Virtuous Circle of Data 

    During this session, a panel of leading experts (Philip Evans; Senior Partner, Boston Consulting Group and Florian Zettelmeyer; Ertle Professor of Marketing, Kellogg School of Management at Northwestern University) will explore the ways in which you can drive innovative thinking to transform your business. The panel will debate topics such as: How does being “data-driven” impact organizational success?; What do successful data-driven companies do differently?; and How can you build a data-centric strategy?
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  • admin 9:53 am on November 25, 2014 Permalink
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    Four Survival Skills That Every Next-Gen Marketer Needs 

    bear grylThe days when marketing executives could justify their jobs with “increased brand visibility” and “higher consumer confidence” now belong to a bygone era, like Mad Men and the three-martini lunch. The marketers of today sound more like data scientists than armchair sociologists as they talk about marketing ROI metrics and how technologies like Hadoop can transform the customer experience. It may seem as though Marketing has finally found its inner geek, but the reality is that data analytics has grown a lot cooler in the last five years. If marketers want to keep up in this new environment, they’ll need to develop these four survival skills and fast:

    An Analytical Mind

    Experience with data analytics is no longer just a qualification for IT. Next-gen marketers will need to roll up their sleeves and dig into their data with gusto and a good understanding of different analytic approaches. That means knowing the different strengths and weaknesses that enterprise data warehouses, marketing applications and big data systems bring to the table.

    The Ability to Navigate the C-Suite

    As marketing departments become drivers of technology in the business, they’ll need to communicate and build consensus among the CIO, CFO and CEO to get buy-in for those technology purchases. This requires that marketing learn to present its initiatives across the C-suite in measurable and understandable ways such as return on marketing investment, shifting capex to opex, growing top-line revenue and capturing market share.

    A Newfound Respect for Customer Preferences

    Next-gen marketers are expected to protect customer relationships and identities rather than behave like paparazzi who would put the pursuit of the perfect customer snapshot ahead of privacy. Despite the amount of personal information shared through social media, consumers are still highly selective and engaged in the kinds of information they share and with whom. Successful next-gen marketers will understand how to achieve customer intimacy by asking permission and using anonymized data analytics to protect identities.

    A Passion for Sharing

    On the other side of the coin, next-gen marketers will need to become better at sharing information with colleagues and trusted business partners. The old days of hoarding data insights like so much treasure have given way to infused intelligence where analytic insights are embedded into business processes such as supply chain management and customer service to create a consistent, 360-degree customer experience.

    As more next-gen marketers enter the global workforce, we’ll begin to see a profound change in the way that other departments and particularly the C-suite view the role of marketing in the organization. The outdated image of Mad Men working magic with smoke and mirrors who could be easily sacrificed to the chopping block during an economic downturn will disappear. In its place, the marketing department of the future will be viewed as a vital Data/Customer Champion whose efforts are instrumental in harnessing data to drive better decisions across the business.

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