Research

Predictive Analytics World 2018

By Bill Franks, Jun 26, 2018

Available to Research & Advisory Network Clients Only

IIA attended the Predictive Analytics World (PAW) show in Las Vegas, June 6–7, 2018. This year the show had a new format called “Mega PAW” where a number of (previously individual) PAW shows were all housed together under one roof. Some of the keynotes were shared by all attendees, while the breakouts were segmented by topic. All of the sessions IIA attended were in the business track. In this event summary, the key points from each session attended will be provided, as will some commentary on IIA’s thoughts about the topic.

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Data Management Platforms and Audience Building

By Michael Koved, May 21, 2018

Available to Research & Advisory Network Clients Only

To identify customers and potential customers, Marketers use a Data Management Platform (DMP) to build audiences and track campaign results. DMPs leverage sophisticated customer identification capabilities to enable Marketers to integrate disparate and specialized customer level data to build audiences, track results and gauge success. DMPs improve response rates and cost-efficiency through better targeting. This paper provides an overview of how DMPs work and share practitioner tips for leveraging DMPs and getting the best from yours.

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The issue of unwanted and unknowing data sharing has been framed in the interviews with Facebook execs as protection of your personal data. But that’s not a completely accurate way to characterize the situation. The gathering of social data expands geometrically as the reach of the new social data aggregators and those who leverage popular social platforms grow.

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Who thought Domino’s Could be a Disruptor?

By Julia Oswald, May 08, 2018

Available to Research & Advisory Network Clients Only

2018 Analytics Symposium – Santa Clara Session Recording

How has Domino’s become such a dominating force in the Quick Serve Industry? Julia Oswald’s presentation shared the key drivers of this success. Domino’s broad strategy is to be a part of the disruption. The company has three key tenants to achieve this strategy:

1) Craft food that they are proud of, 2) Drive growth in the carryout business and 3) Aggressively innovate and invest in digital and in-house analytics. The progression of the Strategy and Insights department has been a crucial element across all three tenants of Domino’s strategy. Julia shared philosophies and some of the details about how the company has and plans to continue to be a disruptor in the category.

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When it comes to cutting-edge analytics initiatives, you’re probably more inclined to think of companies like Amazon and Netflix, which have become synonymous with the savvy use of analytics to gauge customer affinity and deliver recommendations. But pharma companies are—or could be—well equipped to leverage data and analytics to deliver an even better informed and better targeted customer experience.

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Inquiry Response: Using Social Media to Inform Customer Segmentation

By IIA Expert, Feb 19, 2018

Available to Research & Advisory Network Clients Only

Inquiry:

We’re keen to understand the needs and attitudes of our clients so we can better tailor our communications and suggest additional services. How have others used third-party data to better understand their customers?

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While many companies are investing in online and other digital tools, most have not developed a comprehensive omnichannel strategy to deliver great customer experiences over multiple customer touch points. Legacy marketing mindsets, just like legacy IT mindsets undermine the ability of companies to explore and experiment with all whole new range of digitally enabled customer engagement tools.

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Inquiry Response: Marketing Analytics Capabilities Internally

By Jenny Moede, Jan 15, 2018

Available to Research & Advisory Network Clients Only

Inquiry:

We have a hub-and-spoke analytics model with analysts in different divisions. My team is tasked with increasing the maturity/value of the analytics being used across the Enterprise. How can we market ourselves so the analysts across the enterprise understand the full breadth of what our team can do?

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2017 Analytics Symposium - Chicago Summary and Recordings

By Jack Phillips, Oct 31, 2017

Available to Research & Advisory Network Clients Only

Earlier this month, IIA held its 8th Analytics Symposium and awarded the 2017 ANNY Excellence in Analytics Award to Cisco Systems in a packed house at the Gleacher Center in Chicago. Read the key themes of the event and watch the session recordings on demand.

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Disintegrating Castles & Category Kings

By Geoffrey Moore, Oct 03, 2017

The most prevalent impact of digitalization on the structure of markets has been to reduce the barriers to entry for a whole raft of established categories—as it has, for example in media, retail, consumer packaged goods, fast food, and transportation. A flood of small but numerous new entrants, individually nothing more than minor nuisances, become collectively a real presence. This shows up in market-share pie charts where the catch-all category Other is growing faster than the market as a whole. The result in each case is category fragmentation, and the big loser in each case is the currently reigning category king.

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