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  • admin 9:51 am on September 2, 2017 Permalink
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    Is Analytics Operations the Key to Successful Data Science? 

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  • admin 9:57 am on July 30, 2017 Permalink
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    Your Data Needs You – Why driving change is the key to successful analytics 

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  • admin 9:51 am on May 3, 2016 Permalink
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    Seven traits of successful Data Science teams 

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  • admin 9:51 am on February 13, 2015 Permalink
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    SIEMENS: Using Big Data and Analytics to Design a Successful Future 

    Blending old world hard metal with future-focused data-driven analytics, Siemens Mobility Data Services division is capitalizing on big data and analytics to ensure transportation around the globe is fast, reliable and more energy efficient. Innovation that includes predicting failures, ensuring a seamless supply chain for parts to reduce or eliminate downtime and use weather data to differentiate problems in the same train model in different regions. WOW!

    Gerhard Kress, Director Mobility Services

    Gerhard Kress, Director
    Mobility Services

     

    In 2014, the century and a half old multi-billion Euro company launched Vision 2020, defining a path to a successful future. That vision requires innovation with data and a commitment to the mission, “We make real what matters.”

    “I think in a certain way, Siemens has always been data-driven because we have always been engineering driven, and engineers are the ones who really always look at data. They always look at a different set of data. They couldn’t handle large volumes in the past because it was technically not possible, because we didn’t have enough sensors. But they always went through this procedure trying to understand: how can we improve the products we’re making? How do we test them better to make sure that the products are fitting customer needs? Data has always been part of that. Using a different technological basis, not being as large as it is today, but it’s always been at the core of the DNA of Siemens.”Gerhard Kress, Director, Mobility Services

    Now that data storage challenges are a thing of the past, Siemens engineers are leveraging tens of thousands of sensors and the data they send. Data from the trains and rails, repair process data, weather data, and data from supply chain all go into Siemens Teradata Unified Data Architecture leveraging Hadoop, Teradata Aster and the Teradata Data Warehouse.

    “We could not do what we’re doing based on a different architecture because data volumes we’re having are rather large. So, for example, one fleet of vehicles from Europe, we just gather together all the data from sensors– it was about 100 billion lines of a table. If you want to run a machine learning algorithm on that, that does not work on something that’s not massively parallel. And that’s actually very, very helpful.”Gerhard Kress, Director, Mobility Services

    Screen Shot 2015-02-04 at 8.31.03 AMMachine learning with Teradata Aster enables Siemens data scientists and engineers to quickly identify false positives (predicting a failure that doesn’t really happen) and give a clear prediction of actual part failures. Incorporating weather data, Siemens can differentiate what is more likely to fail on the high speed train between Moscow and St. Petersburg in the frigid winter versus the high speed train traveling in the hot Spain summers. Allowing train schedules to be impeccably reliable (Siemens services the Bangkok metro where only 1% of trains are ever delayed!).

    Looking at the Spain to Barcelona high speed train – travelers used to fly 80% of the time, now because only 1 in 2000 journeys experience anything more that a five minute delay, only 30% take planes. The train line even guarantees travelers that if their delay is more than 50 minutes they will refund the ticket! That’s confidence and customer service!

    “That happens because we have data, we have analytics models, and we can actually predict certain failures. There’s gearboxes, for example, on high-speed trains, it’s one of the things that is most tricky to monitor. We had a couple of cases where you could predict those things would be breaking in a few weeks. We had ample time to provide the spare parts, do the right thing, repair it, take the train out of normal circulation without harming the schedule, and work with the customer without having any problems for them.”

    Screen Shot 2015-02-04 at 8.42.49 AM

     QueryGrid ™

    With the vast amount of unstructured data, sensor, telematic (you name it, Siemens has it) Siemens must have an innovative scalable architecture. Gerhard gave an example that from one fleet of vehicles in Europe there were 100 BILLION lines in a table.

    “What I actually like is that the Unified Data Architecture is really combined into three different elements, and I believe that’s actually the real strengths. If you only compare it component by component, you might find competitors, but all together as one big architecture, it’s really great. What I also like now is really that it’s moving away from three components being connected on a network to really an integrated platform, a data lake, and that the platform understands where data is, can move it, shuffle it around. With QueryGrid, I don’t need to know where the data is stored. I can just push a query down into Hadoop, and don’t need to load stuff around. And now with the new announcements around Teradata Loom, I believe that’s going to be taking it a step further. So I think the vision is great, and we’ll rely on Teradata implementing that vision.”Gerhard Kress, Director, Mobility Services

    Thank you Siemens for sharing your incredible story of success with big data and analytics!

    The post SIEMENS: Using Big Data and Analytics to Design a Successful Future appeared first on Insights and Outcomes.

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  • admin 9:53 am on February 12, 2015 Permalink
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    Siemens Speeding Down the Path of a Successful Future 


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  • admin 9:51 am on December 13, 2014 Permalink
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    Six Digital Marketing Pros Suggest Ways You Can Make 2015 Your Most Successful Year Ever 

    biz-1020-lAs we turn the page on the many marketing evolutions that came to light during 2014, it’s only natural to look toward 2015 with renewed optimism. January is renowned for fresh starts and new beginnings, and I know many marketers who are eager to dig into upcoming first quarter initiatives. But before you roll up your sleeves and launch new projects, let me interject one quick word of caution: There’s no sense in making changes just because you feel the urge to mix things up. If you want to be the most effective, take the time to reflect on last year’s wins and losses, and then figure out which changes will likely have the most impact in the year ahead.

    To help you get started, I asked a few of my Teradata Interactive colleagues to tell me where they think digital marketing is headed in 2015. These pros work daily alongside global brand marketers, and they answered this question: “How can digital marketers make 2015 their most successful year ever?”

    Focus on engagement

    “In 2015, you need to focus on overall engagement. Marketers tend to get bogged down too much in a click or a visit or an impression. But if you build behavioral models that track attribution over multiple touch points, you’ll start to see patterns about how and when your customers want to engage, as well as what devices they’re using. Mobile devices have changed forever how people engage with brands, so you need to start thinking about how interruptive messaging (SMS, email on mobile, push and banners), active messaging (search, email on desktop, landing pages) and more traditional brand messaging work together to drive action. To really make digital channels work, you need to look at the data differently. Your customers are telling you what they want. Are you listening?”

    Sean Shoffstall, Vice President Innovation & Strategy

    Go agile

    “The pace of change in the digital arena is breathtaking and demands that you take a song from your IT software development team’s playlist: “Go Agile!” Agile marketing focuses on adaptive plans and continual development, and it allows for quick changes or improvements enabled by analytics tools. This type of short-term planning allows change to the strategy so businesses can adapt to unpredictability in the digital arena. If even the thought of agile makes your hair stand on end, small steps with a portion of your strategy will show how it’s a winning move that needs to eventually be rolled out across the organization. For example, take a look at any approaches that originate with direct mail. Many digital marketers have inherited planning methods that look out a year in advance. That strategy needs to be updated to be more agile.”

    Lila Turner, Director, Digital Success

    Connect

    “2015 is the year to start CONNECTING with your customers, not just broadcasting to them.  For too long, the online ecosystem has become a world of persistent billboards that follow people to an inbox or a page anchor on a website. To be successful, you need to truly engage with customers and create/maintain an ongoing data-driven dialogue….and that dialogue must go both ways. Listen to your customers, even when you want the information flow to throttle-back, and understand that 1st party opt-in is quickly becoming the currency of marketing’s future.”

    Mark Hodges, Sales Director

    Embrace all the data

    “Before moving forward in 2015, I recommend that digital marketers actually take a step back to embrace all their data. Wholly cloud-based approaches of the past haven’t been able to, and never will be able to, keep up with the volume and speed of the data in the enterprise. Whether you’re dealing with sensor data in a sports stadium or real-time point-of-sale data at a brick-and-mortar retailer, you simply cannot move those high volumes of data to the cloud in a timely manner to engage the customer in a meaningful conversation. So, recognize that you must embrace your IT partners, maintain access to all data locally, and only move to the cloud the data that is required to drive conversations. Sending one billion emails is easy. Tying one billion emails into all your data and making it actionable is what’s hard.”

    Andrew Downie, Digital Messaging Solutions Consultant

    Prove it with data-driven processes

    “All too often, marketers institute highly complex strategies without the data to back them up. In 2015, marketers, in general – and especially those in the digital space –need to focus on data driven marketing, i.e., building data-driven processes that actually prove their strategy through consistent analysis and optimization across channels. As the omni-channel integrated marketing landscape continues to grow, the key will be to understand and quantify what truly influences a consumer to take the action desired. Even an email that’s not opened could very well be more effective than you might think – provided the engagement with the customer is truly a connection, thus acting as a requested reminder to convert via another channel, say the web. We all need to break our mentality of analyzing channels in silos via antiquated methods. Build a model of data consumption, and never stop challenging it. If you ‘do what we’ve always done,’ you’ll be left in the dust in 2015.”

    Lucas Mays, Director, Implementation & Architecture

    These are all great insights to consider, and I’d like to add my own, as well. As I see it, digital marketers are facing some tough decisions in 2015. Given the explosion of data and the prevalence of 24/7 channels, many are failing to deliver the one-to-one marketing that we all know is critical to customer engagement and loyalty. The necessary digital marketing talent is often hard to come by, and internal relationships with IT are difficult to develop and maintain. Going forward, the most successful digital marketing professionals will overcome these two challenges by carefully evaluating internal strengths, and then looking beyond existing in-house resources for help to fill the gaps in both talent and tools. This year I predict we’ll see more blending of tactical internal marketing organizations with external digital strategists, both backed by integrated data/communication tools to get the job done.

    Here’s to making 2015 a digital marketing success!

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  • admin 9:47 am on November 23, 2014 Permalink
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    Six Tenets of a Successful Customer Engagement Strategy 


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  • admin 9:51 am on November 19, 2014 Permalink
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    What Does Successful Data-Driven Customer Engagement Really Look Like? 

    untangle“Data-driven.” At the Teradata 2014 Partners Conference last month, that word was everywhere. “Data-driven” was used to describe successful companies… and effective marketing campaigns… and compelling customer experiences… even the event itself was billed as a “data-driven conference.”

    Yes, “data-driven” is capturing plenty of buzz these days – and for good reason. As our recent research shows, more and more marketers know they need to use data to drive decisions and uncover new opportunities. They understand that mastering data is essential for maintaining a competitive edge, improving business performance and increasing revenue.

    But how, exactly, are marketers using data to transform the way their companies do business? What does data-driven customer engagement really look like?

    While at our Partners Conference, I had the pleasure of participating in a panel that explored those very questions. Today, I’d like to share a few of the highlights from our discussion.

    For starters, I want to be perfectly clear. When I talk about “mastering data,” I’m not just talking about feeling in control of data. I’m not just talking about how you collect and store all the data that’s now available to you. Aggregation, storage, feeling in control – it’s all necessary, of course; but it’s not sufficient. When I talk about “mastering data,” what I mean is that you need to make the data you have actionable. You need a comprehensive data strategy, one that includes gathering, storing and most importantly, mining for insights. You need to be able to use data to understand your customers, all the way down to the individual and whatever it is that’s important to that one, unique person.

    That’s what I call “real personalization.” It’s not the kind of personalization where you send out an email to your entire list and the only thing that changes is the name after the word “Dear.” No, real personalization is true individualization – and it represents a new era in marketing. As I mentioned on the panel, data driven marketing gives birth to “no marketing.” That’s marketing where you’re not pushing and you’re not spamming with irrelevant messages. “No marketing” moves beyond conversations. It’s about truly connecting. It’s about truly engaging with the brand, across all departments.

    Getting there will undoubtedly require some skill set retooling within your organization. You’ll need a new mindset and the proper analytics tools. Every marketer needs to evolve from a product/service focus to a customer and market focus. And don’t get me wrong. I’m not saying that will be easy. But it absolutely can be done.

    Take a look at what’s happening with Etisalat Misr, the Egypt division of telecommunications giant Etisalat, which operates across 17 countries in the Middle East, Africa and Asia. By using the Teradata Integrated Marketing Cloud, the company has been able to shift its strategy from mass marketing to a segmented and targeted customer-centric approach. As a result, response rates and customer satisfaction levels have improved, and with data analytics, the company is able to respond to inbound requests with the right offer at the right time. Campaigns that previously took six months to bring to market now take 15-30 days – and even better, Etisalat Misr is launching 300 percent more of them. In fact, the company has increased its B2C campaigns to more than 1,000 and improved the outreach 40 percent, all thanks to multi-channel personalized marketing. Find out even more in this video.

    Everyone on the panel agreed that the time to adopt a data-driven strategy is now. Over the next few months, we’re going to be hearing more and more about “data-driven” successes, and I truly believe that if you haven’t begun to move to real personalization in real-time, you’re going to be seriously lagging behind in just a few short years.

    The full panel discussion What Does Successful Data-Driven Customer Engagement Really Look Like? is available here on YouTube. And to access other virtual, on-demand sessions from the Teradata 2014 Partners Conference, please visit http://www.teradata-partners.com.

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  • admin 9:44 am on October 27, 2014 Permalink
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    Successful Email Campaigns 


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