Agile Analytics
Multi-channel paths, multi-device connections, etc., the customer journey is getting more and more complex and the associated data increases exponentially. Digital Analytics is at the core of Big Data, the challenge is no more to collect data but to increase its value on the short-run.
Agile analytics is all about breaking the traditional data collection process and shorten the value extraction by ensuring:
Immediate data availability
With integrated DataManager system, the workflow is totally shifted. The Data/Marketing department doesn’t need to fit in IT agendas to gather extra data. The analyst can obtain additional information and new data sets on the fly from its raw data, Urls, etc.. This is a game changer by impacting dramatically the length of data collection cycles and increasing the reactivity but also data accuracy and robustness. As analysts are always facing the deep problem of multiple versions/measures of the truth, the DM systems allow to correct data notably by excluding all disruptive phenomena (campaign tracking missing, fraud detection (the RDCV case), etc.).
Insights at the finest scale
Leverage the data by building advanced visions of the digital ecosystem performance in real time. The average user does not exist. The values/insights lie in a very granular level of analyses : defining advanced population segments, applying cross-device visions, building complex custom metrics, etc. Data needs to be consumed in a discovery mode which implies to cross any information, dimension, metric very intuitively and in real time. Real cases will illustrate how clients get efficient insights and results through the data mining module : Data Query.
Delivering fully customized user experience in real time
Different success examples (i.e. : Rakuten-PriceMinister, Rambler, etc.) will demonstrate how data is turned into actionable insights and efficient results and how the user experience can be fully customized in real time through API interconnections. In addition, the user experience optimization will be taken to a higher level by introducing predictive analysis and handling anonymous profile customization.
Speaker: Samia Abara, AT Internet
