Welcome! Customer Analytics Executive Summit September 21, 2015 Fern Halper TDWI Research Director, Advanced Analytics David Stodder TDWI Research Director, BI

Your Co-Chairs David Stodder Research Director, BI TDWI James Taylor is the CEO of Decision Management Solutions. He is a leading expert in how to use business rules and analytic technology to build decision management systems. James is passionate about using decision management systems to help companies improve decision making and develop an agile, analytic, and adaptive business. He provides strategic and decision requirements consulting to companies of all sizes, working with clients in all sectors to adopt decision-making technology. James has spent the last 20 years developing approaches, tools, and platforms that others can use to build more effective information systems. He has led decision management efforts for leading companies in insurance, banking, health management, and telecommunications. James is the author of Decision Management Systems: A Practical Guide to Using Business Rules and Predictive Analytics (IBM Press, 2011) and Smart (Enough) Systems: How to Deliver Competitive Advantage by Automating Hidden Decisions (Prentice Hall) with Neil Raden.

Customer Analytics Summit Goals Provide a greater understanding of customer analytics Provide real world guidance from those who have been there Understand vendor solutions Talk To vendors To each other Determine if customer analytics is right for you

Definition of Customer Analytics The analytics techniques, data infrastructure, and processes that organizations use to understand and act on customer behavior……

Customer Analytics Framework Methods Analyze and understand Descriptive Predictive And more! Act Goals Improve experience Satisfy/delight Attract/retain Organizational infrastructure Data infrastructure Analytics infrastructure Foundation 5

Predictive analytics used in marketing and sales

For customer focused activities

Important Summit Topics Predictive analytics, text analytics, and other methods for upgrading customer insight and process excellence Using visual analytics and visual data discovery to sharpen customer insight How to improve data warehousing and big data management to increase customer intelligence Customer master data management best practices through case examples Organizational and cultural issues

House keeping notes

What does Mick have to do with our Summit?

Agenda for Today’s Summit 9:45 Keynote: The CMO’s perspective on building a data driven marketing organization, Lisa Joy Rosner, Neustar 10:30 BREAK 10:45 Case Study- Advanced Analytics for B2B: A Pragmatic Approach, Paulo Costa, Cisco 11:30 Case Study- From Traditional to Modern: How Rakuten Marketing Realized the Promise of New Generation of BI: Scott Wallace and Donald Krapohl, Rakuten 12:15 Sponsor introductions, Dave Stodder 12:30 LUNCH

Agenda for Today’s Summit 2:00 Workshop- Learning the Voice of the Customer with text analytics, Chris Jones, Beartooth 3:30 Case Study- Build it and they will come, Steve Conley, Boston Red Sox 4:15 BREAK 4:30 Talk: Big data architectures for customer analytics, Carey Moretti, Trace3 5:15 Reception with Summit Sponsors