Brian ClarkVP Product Management
Wednesday 03/12/2014 9:00am
Developing Enterprise Solutions to Maximize ROI/Incorporating Social Media
into your Business Intelligence
Social Networks are Everywhere
• Social networks - used by everyone with an ISP.• Traditional ways to communicate from voice (mobile), text, e-mail, Twitter, Skype,
etc.• Social media:
– Facebook– LinkedIn– Plaxo– Xing
• Websites and web applications are turning into social networks:– Google Google Plus– Youtube – networks, groups– Blogs, Forums– SalesForce - Chatter– Microsoft - Yammer
Social Networks - Connected Data
Social Networks – Scalability problem
SOCIAL NETWORKS – AN EXAMPLE
How adding social network information can add value to an existing graph, leading to new insights for in-time decision making
Charlie
MikePizza
Sam
Ernie Tony
Calls
Calls
Calls
Calls
Cars Safes
TunnelsExplosives
Charlie
Carl
Chad
Carol
Mike
Sam
Ernie Tony
Calls
Calls
Calls
Calls
Call Details
Calls
Calls
Calls
Charlie
Carl
Chad
Carol
Mike
Ernie Tony
Calls
Calls
Calls
Calls
Calls
Calls
CallsSam
Sara
Scott
SidE-mail E-mail
Add E-mailsCalls/E-mail
Charlie
Carl
Cahd
Carol
Mike
Ernie
Tony
ToddTina
Terry
Calls
Calls
Calls
Calls
Calls
Calls Calls
SMS
SMSSMS
Add SMS
Sam
Sara
Scott
Sid
E-mail E-mail
Calls/E-mail
E-mail/SMS
Charlie
Carl
Chad
Carol
Mike
Sam
Sara
Scott
Sid
Ernie
Elmer
Earl Edna
Tony
ToddTina
Terry
Calls
Calls
Calls
Calls
Calls E-mail
SMSSkype
Skype SkypeSMSSMS
Add Skype
Calls
Calls
Calls/E-mail
E-mail/SMS
Skype/SMS
Skype/Calls
Charlie
Carl
Chad
Carol
Mike
Sam
Sara
Scott
Sid
Ernie
Elmer
Earl Edna
Tony
ToddTina
Terry
Calls
Calls
Calls
Calls
Calls E-mail
SMSSkype
Skype SkypeSMSSMS
Add Social Media
Calls
Calls
Calls/E-mail
E-mail/SMS
Skype/SMS
Skype/Calls
Charlie
Carl
Chad
Carol
Sam
Sara
Scott
Sid
Ernie
Elmer
Earl Edna
Tony
ToddTina
Terry
Calls E-mail
SMSSkype
Skype SkypeSMSSMS
Add Social Media
Calls
Calls
SOCIAL NETWORKS – USE CASES
How adding social network information can add value to an existing graph, leading to new insights for in-time decision making
Mobile Call Detail Record Relationship Analytics
Business Challenge:• Need new ways to capture and analyze customer usage patterns to drive revenue growth
• Lack of visibility into distributed network data• Lack of real-time insight into end-user relationships and behaviors
Solution:• Real-time, distributed, connection platform provides:
• Ingest and store all connection records• Consolidated view of subscriber relationships • Immediate access to reports
Results:• Improved subscriber service and satisfaction• Improved visibility in transaction patterns• Increased revenue• Decreased liability from misuse of the network
Objectivity, Inc. ©2013-2014 14
CDR Data
Analysts
Networks
Internet
SMS Data Transaction Data Geo-Location Data
Real-time Connection PlatformSearch, Analyze and Store Relationships
Objectivity, Inc. ©2013-2014 15
Mobile Call Detail Record Relationship Analytics
Web and Mobile Ad Targeting Systems
Business Challenge: • Majority of ads placed currently have a low return rate (approx 1%)
Solution: • A flexible analytical framework for real-time customer relationship, pattern, geo-location
and trend analysis• Provides improved real-time placement of ads, based on location and preferences, to
maximize relevance for the user.
Results: • Improved ROI for ad placements (up to 10x)
Objectivity, Inc. ©2013-2014 16
Web and Mobile Ad Targeting Systems
Objectivity, Inc. ©2013-2014 17
CDR Data
Analysts
Networks
Internet
SMS Data Transaction Data Geo-Location Data
Real-time Connection PlatformSearch, Analyze and Store Relationships
Real-Time Consumer Churn Prevention
Business Challenge:• High rate of subscriber churn (up to 40%)• New subscriber acquisition = 5 x cost of retaining existing customers• Churn event can be contagious
Solution:• Real-time connection platform provides:
• Identification of subscribers who are at risk of defecting• Identification of key influencers in the network
Results:• Increase subscriber loyalty and satisfaction• Increase revenues and prevent market share erosion
Objectivity, Inc. ©2013-2014 18
Real-Time Consumer Churn Prevention
Objectivity, Inc. ©2013-2014 19
CDR Data
Analysts
Networks
Internet
SMS Data Transaction Data Geo-Location Data
Key Influencer - Churn Potential
Real-time Connection PlatformSearch, Analyze and Store Relationships
Financial Services CRM
Business Challenge:• Sales opportunities lost because customer data not immediately available
• Customer data distributed over multiple data bases
Solution:• Real-time “connection” platform provides
• Immediate access to customer data and relationship detail, regardless of location. • Enabled analytics of relationships within data
Results:• Improved customer satisfaction• In-time recommendations of relevant add-on services• Increase revenues and decrease churn
Objectivity, Inc. ©2013-2014 20
Financial Services CRM
Objectivity, Inc. ©2013-2014 21
Real-time Member Information Consolidation
> 400 Databases
Multiple Credit Union Member Databases
Customer Service Representatives
Social Networking for Education
Objectivity, Inc. ©2013-2014 22
Business Challenge:• Limited access to educational resources for faculty and students
Solution:• Real-time connection platform enables:
• Interactive and scalable educational network• Real-time access and recommendations of the best resources
Results:• Increased educational effectiveness• Improved access to social and educational networking and resources
Real-time Relationship and Analytics Platform
Social Networking for Education
Objectivity, Inc. ©2013-2014 23
Social Connections
Students
CoursesStudents Institutions Teachers
Use Case: Paths-to-Purchase (PTP) Optimization
Exploiting Multiple PTP for Faster Sales Cycles
– Problem: Due to turnover in sales departments, many sales executives do not know their prospects personally, turning a previously warm lead into a cold lead, and requiring additional effort to regain trust and interest in the companies products/services and elongating the sales cycle.
– Solution: Leveraging InfiniteGraph, sales executives can map their personal contacts with enterprise prospects and find all the known connections/paths to a particular decision-maker.
– Results: Understanding all the PTP and connections to an existing prospect gives sales executives more opportunities and leverage to find the best path to reach out to prospects and gain better insight for faster closings.
© Objectivity Inc 2013
Use Case:Marketing ROI Optimization
Aggregation of Enterprise CRM to Understand Marketing ROI
– Problem: Understanding ROI in marketing has forever been an elusive problem. Today, there is no way to track a sale from prospect to close. Much of the marketing information is lost in the transition to Sales. By combining both the Marketing and Sales databases, organizations could potentially track a sale from the initial touch, all subsequent touches to the final close cycle and provide visibility into the true path and timeframes for a sales cycle.
– Solution: Objectivity, enables the aggregation of data between all enterprise CRM databases to allow for improved understanding and more accurate statistics to evaluate actual ROI from the complete Path-To-Purchase of a sale from initial marketing programs to close.
– Results: Understanding the entire sales cycle from marketing to closing enables accurate information on lengths of sales for specific products/services, improved understanding of the effectiveness of different marketing programs and allows for real ROI statistics to utilize in planning future marketing investments.
© Objectivity Inc 2013
Use Case - Financial Services
Fraud Detection
– Problem: Detect patterns of fraudulent activities before damage is done
– Solution: Real-time identification of inconsistencies enables instantaneous notification to security systems
– Results:• Improved banking security and
client confidence• Reduction of lost revenues• Improved efficiency allows fraud-
detection teams to develop and deploy additional services
© Objectivity Inc 2013
Other solutions
InfiniteGraph …
• is perfect for social networks!!• is scalable• is a distributed data management system• and handles relationships really well• deploys anywhere
InfiniteGraph Engine
LN FB SF TW
InfiniteGraph
Q&AThank you!