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15.55 16.25 SAP - Alper Derici - Analitik Tahminleme Artık Daha Kolay
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Alper Derici
Çözüm Yöneticisi
SAP Infinite Insight
© 2013 SAP AG. All rights reserved. 2
The information in this presentation is confidential and proprietary to SAP and may not be disclosed without
the permission of SAP. This presentation is not subject to your license agreement or any other service or
subscription agreement with SAP. SAP has no obligation to pursue any course of business outlined in this
document or any related presentation, or to develop or release any functionality mentioned therein. This
document, or any related presentation and SAP's strategy and possible future developments, products and
or platforms directions and functionality are all subject to change and may be changed by SAP at any time
for any reason without notice. The information in this document is not a commitment, promise or legal
obligation to deliver any material, code or functionality. This document is provided without a warranty of any
kind, either express or implied, including but not limited to, the implied warranties of merchantability, fitness
for a particular purpose, or non-infringement. This document is for informational purposes and may not be
incorporated into a contract. SAP assumes no responsibility for errors or omissions in this document, except
if such damages were caused by SAP´s willful misconduct or gross negligence.
All forward-looking statements are subject to various risks and uncertainties that could cause actual results
to differ materially from expectations. Readers are cautioned not to place undue reliance on these forward-
looking statements, which speak only as of their dates, and they should not be relied upon in making
purchasing decisions.
Legal disclaimer
Technical
Script-based
Technical
In-memory
Script-based
Semi-Technical
Modeling/Viz
UI-based
Functional
Automated Modeling
UI-based
Evolution of Predictive
Analytics at SAP
So Every Action Is The Next Best Action
The perfect offer for him
© 2014 SAP AG. All rights reserved.
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Finance
Telecom
Retail
e-Business
Others
Media
PublicSector
Energy& Mfg
Success With Over 500 Leaders Around the World
© 2014 SAP AG. All rights reserved.
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Typical questions we can answer
• ClassificationWho will (churn | fraud | buy…) next (week | month | year…) ?
• PredictionHow many products will a customer buy next (week| month| year) ?
• SegmentationWhat are the groups of customers with similar (behavior | profile …)?
• Social Network AnalysisAnalyze interactions to identify (communities | influencers | bridges…)
• Association RulesAnalyze transactions to identify events likely to occur together
• ForecastingHow much will be the (revenue|# churners…) over the next year on a monthly basis ?
Analyst Leadership
“KXEN is a disruptor in the
predictive analytics market.”
Leader“KXEN’s focus on automating key modeling and
analytical tasks is a 'blessing’”
“KXEN customers build predictive
models 3x faster.”
Strong Performer “KXEN’s low-touch
approach to predictive will
boom in popularity.”
VendorRating
Customer Analytics Wave
Predictive Benchmark
Big DataPredictive Wave
© 2014 SAP AG. All rights reserved.
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Example: Let’s Think in Terms of Home Banking
Credit Card InvestmentHome Loan
Offers from my bank:
We Ask A Lot of Our Power Analyst
Modeling
Line of
Business
Power
AnalystOffer
Investment
Home Loan
Credit Card
Steve Erik
Model 3
Steve Bernard
Model 2
Steve
Model 1
Sara
Bernard
Orders of Magnitude More Models
Investment
Modeling
Line of
Business
Power
AnalystOffer
Analytical Record
Home Loan
Credit Card
Erik
SaraSteve
Model 1-aADS 1-a Platinum
ADS 1-b Gold Model 1-b
ADS 1-c Silver Model 1-c
Model 2-aADS 2-a East
ADS 2-b West Model 2-b
ADS 2-c Central Model 2-c
Model 3-aADS 3-a Stocks
ADS 3-b Bonds Model 3-b
ADS 3-c Certificate Model 3-c
© 2014 SAP AG. All rights reserved.
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DOB: 1980
Not Agile Enough
The ‘craftsman’ model for analytics
won’t scale to meet the growing demand
for business oriented predictions.
Traditional
Data Mining
Shortage of Skilled Resources
The Bad News: Yesterday’s Tools Aren’t Keeping Up
The availability of analytical talent will be
the greatest constraint on organizations'
analytical capabilities.
© 2014 SAP AG. All rights reserved.
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Value
Window of Opportunity
Decisions are Time Sensitive
TraditionalData Mining
Days Time Months
Data
Prepared
Model
Built
Business
Decision
Needed
Action
Taken
But use this!Collect all of this…
Big Data
Businesses Are Collecting More Data
© 2014 SAP AG. All rights reserved.
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10% increase in revenues w/ Social Intelligence
20% reduction in churn w/ Social Intelligence
400% increase in campaign response rates
300% uplift in targeting accuracy
500% increase in click through rate
30x lift in campaign response rates
260% increase in campaign conversion
380% increase in uptake of retention offers
Activated 50% of inactive accounts in 4 months
Response rates are up as much as 450%
$5M in revenues annually attributed to KXEN
KXEN Delivers Huge ROI!
© 2014 SAP AG. All rights reserved.
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KXEN InfiniteInsight® architecture
Model transformed in SQL Code
Dataset automation
SQL Code To real time
environments
Success Stories
© 2014 SAP AG. All rights reserved.
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Some examples of FSI customers
© 2014 SAP AG. All rights reserved.
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Barclays Banks On Rapid Modeling
Applied NBO strategy to Statements Marketing
35% increase in sales with 30% decrease in cost
10-20x cut in acquisition costs
Analyze ’2000’s of attributes
Optimize 240 annual campaigns
Model are exported in SQL
We can build more models to apply to more
campaigns, and get better effectiveness.- Matthew Common
Head of CRM Support
© 2014 SAP AG. All rights reserved.
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UniCredit Increases Marketing ROI
Next best action determined for 26
million customers
Campaign conversion rates up as
much as 400%
Cut marketing costs and wasted
sales calls – Identify 80% of loans
from 35% of marketing list
We increased campaign conversion rates by
as much as 400% with InfiniteInsight™.
- Giuseppe Zavattoni
Head of CRM, Retail Banking
© 2014 SAP AG. All rights reserved.
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Wells Fargo Takes Charge with KXEN
Optimizing 5x more campaigns per
month
Greater insight into customer
behavior
Analysts are able to build higher
quality models faster
With InfiniteInsight®, customer response
rates are up as much as 450%.
- Jim Monteleone
External Consultant, Customer Analytics
Debit and Prepaid Cards
© 2014 SAP AG. All rights reserved.
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Bank of America Cashes in on Retention Modeling
Building regional models to create
more targeted offers
Identifying clients likely to move
assets, and then creating offers
conducive to retention
Delivering models that meet the
needs and requirements of the
business lines they support
Being able to build models rapidly leads to better and
more actionable solutions. - Richard Wherry
SVP Market Information Manager
GWIM Client Analytics & Modeling
© 2014 SAP AG. All rights reserved.
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KXEN gives us a real competitive advantage.
Monext Cuts Credit Card Fraud
Reduce e-fraud on over 1 billion
annual transactions
61% real frauders for the first 5%
Saving hundreds of millions of
dollars in potentially lost revenue
Cutting false alerts to improve
customer satisfaction
- Annabelle Gerard
BI & Data Mining Analyst
© 2014 SAP AG. All rights reserved.
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Why KXEN? 7 Key Considerations
Thank youAlper [email protected]@aderici
© 2014 SAP AG. All rights reserved. 31
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