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SAS e-Intelligence

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Digital channels are dramatically changing how we listen, understand and respond ... AutoTrader.com. Outpost.com. Dell.com. Amazon.com. National Museum of. Australia ... – PowerPoint PPT presentation

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Title: SAS e-Intelligence


1
SAS e-Intelligence
  • Emma Poulakas
  • Business Solutions Specialist
  • Thursday 16th August 2001

2
Agenda
  • E-Intelligence Overview
  • Measurement
  • Integration
  • Analytics
  • SAS E-Intelligence Roadmap
  • Customer Case Study
  • Questions?

3
The Power of Digital Channels
  • Digital channels are dramatically changing how we
    listen, understand and respond to our customers,
    suppliers and our organization.
  • Digital channels facilitate instantaneous
    responses to the information gathered by
    touchpoints ("logs") without the need for human
    intervention.
  • Digital channels include web, email, ftp, chat,
    search, voice over IP, and interactive
    multimedia.

4
E-Business
5
Recurring Themes Surrounding E-Business
Challenges
  • Unable to measure the ROI of the e channel
  • unable to measure how profitable/ viable the
    e-channel is in relation the other channels
  • Lack of integration between channels
  • demand for a cross-channel view
  • Lack of true analytics to personalise/
    differentiate the online experience

6
Companies need a web intelligence infrastructure
Measurement
Integration
Analytics
7
Recurring Themes Surrounding E-Business
Challenges
  • Unable to measure the ROI of the e channel
  • unable to measure how profitable/ viable the
    e-channel is in relation the other channels
  • Lack of integration between channels
  • demand for a cross-channel view
  • Lack of true analytics to personalise/
    differentiate the online experience

8
The Hunger for Website Data will Grow
  • The demand for website data will increase over
    the next 2 years
  • Driven by the shift to doing business online
  • In two years our employees will be
    hyper-sensitive to the site and want daily
    updates(manufacturing company)

Source Forrester Research, Inc.
9
Todays Measurements Dont Reflect Business Goals
Key question
Inadequate answers
Goal
Source Forrester Research, Inc.
10
ROI of your E-channel?
  • According to a June 1999 Forrester study,
    one-third of corporate Web sites have five or
    more applications linked to them, and two- thirds
    have two or more linked applications and these
    numbers are expected to quickly rise. Whats the
    return on investment (ROI) for all this Web
    development expenditure? Who knows?
  • DM Review - October, 2000

11
E-Intelligence enables you to Measure the
Viability of your E-channel
  • Foundation of warehousing
  • Integration of data from across the enterprise
  • Application and delivery of business intelligence
    across your organisation
  • Ability to create the management dashboard
  • Set goals based on metrics versus intuition

12
Recurring Themes Surrounding E-Business
Challenges
  • Unable to measure the ROI of the e channel
  • unable to measure how profitable/ viable the
    e-channel is in relation the other channels
  • Lack of integration between channels
  • demand for a cross-channel view
  • Lack of true analytics to personalise/
    differentiate the online experience

13
E-Intelligence enables the creation of an
Integrated View
  • Data Warehouse-centric
  • Framework for integrating data from all
    touchpoints, including e-channels
  • Ability to drive key target initiatives based on
    a holistic view of the customer
  • Cross-sell products and services
  • Drive e-marketing
  • Take advantage of all information assets, online
    and offline
  • Huge advantage for click mortar organisations

14
Recurring Themes Surrounding E-Business
Challenges
  • Unable to measure the ROI of the e channel
  • unable to measure how profitable/ viable the
    e-channel is in relation the other channels
  • Lack of integration between channels
  • demand for a cross-channel view
  • Lack of true analytics to personalise/
    differentiate the online experience

15
Approaches to Online Personalisation
  • End-User-Driven
  • Provider-Driven
  • Data-Driven

16
Data-Driven Personalisation
  • Customisation of content presentation and/or
    content delivery based on analytics
  • Relies on statistical analysis of data from
    online and offline sources using different
    techniques
  • Regression analysis
  • Collaborative filtering
  • Affinities
  • Can work with the other two forms of
    personalisation
  • Real-time analytics

17
In Summary.
  • Simplistic metrics dont shed light on business
    goals
  • Scattered data sources thwart a unified view of
    the organisation
  • Flawed analysis methodologies impair reporting
    and personalisation

Organisations need an e-Intelligence
infrastructure
18
The SAS E-Intelligence Solution
  • Based on a foundation of warehousing
  • integration of data from new channels
  • closed loop analysis
  • native access to multiple data sources on any
    platform
  • And Business Intelligence
  • consolidated view of the enterprise
  • Solid foundation of analytics
  • data mining

19
SAS E-intelligence Roadmap
SAS Data Warehouse
SAS Data Mining
SAS WebHound
Measurement
Integration
Analytics
eDiscovery
eCRM
Webhound
20
E-Intelligence in Action
  • Companies are using e-Intelligence solutions from
    SAS in different ways
  • Drive personalisation
  • Web site enhancements
  • Measure ROI/ viability of the channel
  • Supply Chain Optimization
  • Real-world examples
  • AutoTrader.com
  • Outpost.com
  • Dell.com
  • Amazon.com
  • National Museum ofAustralia

21
National Museum of Australia
  • Business Pain The museum has just launched a
    new campaign via web and location and want to
    measure the effectiveness of the campaign and
    plan for new campaigns for the future
  • Approach Taken In In addition to monitoring
    campaigns, SASs e-intelligence offering to
    become more customer focused and develop a
    commercial strategy based on this.
  • SAS Differentiators SAS will help the
    organisation maximise our internet presence and
    one day enable the Museun to present visual
    exhibitions to interested people based anywhere
    in the world.
  • Rhonda Flottmann, Sponsership Manager

22
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23
Australian National Museum
  • Main Strategies
  • Analyse to Optimise
  • Whats working and what isnt
  • Environment
  • UNIX / Solaris machine
  • Gigabytes of log files
  • Using WebHound
  • Very flexible and adaptable
  • Part of SAS (it is possible to leverage the full
    power of SAS)

24
Australian National Museum
  • WebHound
  • Up and running quite quickly
  • Customer Knowledge saved time
  • Website
  • Webserver
  • Future Development
  • Customised Reports
  • Look at their users in more detail
  • Monitor Campaigns

25
SAS E-Intelligence Roadmap
SAS Data Warehouse
SAS Data Mining
SAS WebHound
Measurement
Integration
Analytics
26
The Technical Challenges of Exploiting Website
Data
  • Vast amounts of information
  • desktop packaged software applications cant deal
    with it
  • 40 GB per day for some sites
  • No standards for web log analysis
  • The logic is site specific
  • Integration with non web data
  • Flexibility
  • Adapt to the business rules unique to your
    organization

27
Introducing Webhound
  • WebHound, by SAS, gives you the power to know
    how your visitors relate to your Web site giving
    you the guidance to make the most appropriate
    design, support, and content choices.
  • Support your e-strategy
  • Optimal design of your website
  • Handle Success with ease

28
Introducing WebHound
  • Cornerstone of e-Intelligence solutions
  • Rapidly processes web logs and stores in a data
    mart
  • can handle huge volumes of data (gt40GB/day)
  • Dynamic reporting interface (OLAP)
  • distributed via a thin client (browser)
  • Customisable to answer the key business questions
    that are unique to each organisation
  • Integrates with non web data

29
WebHound is scalable, flexible, and extensible
  • Underlying structure has no real limitations on
    scalability
  • Portable across platforms
  • Parallel cross-server session analysis algorithm
  • Data stores can occur on any supported RDBMS
    including SQL Server, Oracle, Sybase, Informix,
    ODBC compliant sources, etc.
  • The WebHound ETL process can be customized with
    site-specific business logic
  • WebHound can function as part of an integrated
    Business Solution (Balanced Scorecard, Campaign
    Management, etc.)

30
Webhound Log Processing
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38
SAS E-Intelligence Roadmap
SAS Data Warehouse
SAS Data Mining
SAS WebHound
Measurement
Integration
Analytics
39
e-warehousing
40
Process
41
SAS E-Intelligence Roadmap
SAS Data Warehouse
SAS Data Mining
SAS WebHound
Measurement
Integration
Analytics
42
Web Mining
Associations and Sequences Analysis (Affinity
Grouping) Clustering (Segmentation) Predictive
Modeling (Scores)
43
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48
The Power of SAS E-Intelligence
  • Designed to support the continuous evolution of
    e-business
  • Solves immediate business pains without
    compromising longer term e-strategy (integration
    and analysis)
  • Industrial strength information delivery
    architecture
  • Advanced analytics and predictive modeling
    capabilities
  • Not only what happened, but also why it
    happened
  • Scalability, flexibility and integration

49
How Can You Get Started
Thank You
  • Talk to us
  • Visit us on the web _at_ www.sas.com
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