Bridging the Gap Between Technology and Research

PMRS-Ottawa Breakfast October 9, 2002 Nancy Morrison, SPSS MR

Taking research to a new dimension • Evolution of Market Research • Dimensions Technology Platform • Objectives • Application & technology infrastructure • SPSS MR Data Model • Web Portals • Data Mining and Predictive Analytics

Evolution of Market Research The Dark Ages: Pre 1960

“Test the Air”

Paper & pencil counts The Revolution Begins… 1970’s 1980’s

Focus Groups, Telephone Surveys

Batch tabulations 1990’s

CATI Systems Mass Marketing Web Surveys

PC’s & Charts Data Warehouses OLAP, Stats get easier!

Evolution of Marketing

Market Intelligence Today • More and More Market Surveys • Untapped Corporate Data Bases • Industrial and Market Globalization • Internet Driven Data • Increased pressure for profitability and ROI

State of the Industry • Targeted marketing • International-multiple language & multiple mode projects • Advanced analytics • Marketing Information Portals • High-end, integrated data systems

An “operating system” for end-to-end Marketing Support Systems

Tools

for implementation of… • Next-generation, multi-mode data collection • Sampling & customer information management • Data management, processing and delivery • Business Intelligence applications Seamless integration across component applications

Dimensions & the SPSS MR Data Model

Don’t be constrained by your software!

The vision of Dimensions But first, “Why?” • Synthesis of collected product suites • Stop pushing the boulders up the hill • Platform, not just applications • Innovate or step aside

Dimensions application objectives • Easy to use • Feature rich & high quality • Customisable & extendable • Integrate with other data formats / software applications • Multilingual

Dimensions ideology • Open Standard and Extensible (SDK) • Scalable • Integrated • Global

The next dimension is here… • Interview in multiple modes • Free up your workflow • Work with data in any language • Create custom applications or interfaces • Differentiate yourselves from the competition • Maximize the value of research throughout the enterprise

Integrated, multimodal & end-to-end • Data is at the heart of both research operation and meaningful business decisions • Every aspect of the research process is covered • Execute surveys in multiple modes with central data capture and analysis

SPSS MR Online – ASP & online research services

Free up your work flow!

• Modular & customizable system eliminates dictatorial step-by-step process flow • Feed & access central data source simultaneously • No constraints, no limitations

Open wide…!

• Work with SPSS, competitor, proprietary and any other data formats • Advance research data throughout the enterprise • Extend the software to your specific needs

Technical strategy • Win32 operating system • NT, Win95/Win98, Win 2000, XP, CE • MS COM components, .NET

•

C

omponent

O

bject

M

odel • Browser-enabled applications • Where applicable

The products

Publishing SmartViewer WebApp OLAP

mrDatamgr

mrAuthor WordParser Design Project Management Analysis mrTables

mrTranslate

SPSS AnswerTree Clementine Etc… mrInterview

-

Web

-

CATI CAPI

-

etc.

mrPaper mrScan Verbastat Collection

Example: mrInterview goes multimodal

Questionnaire Authoring XML Interview engine

Open Interface

Data Scripting Web WAP Infopliance

SPSS MR Data Model

The Center of Dimensions

The SPSS MR Data Model is

not

… • A data structure (i.e. ASCII, Binary, Database) • A data warehouse • A standard format • “Once you get it into the Data Model format…” The Data Model is

much

more powerful!

The SPSS MR Data Model

is

… • A

data access methodology

, providing access to: • Metadata • Casedata • An application integration layer • Allows different applications to communicate using the same framework • Extensible / Customizable

The SPSS MR Data Model

is

… Set of data and metadata API’s that enable • Survey authoring • • Multimode data collection Tabulation & predictive analytics • • Publishing of results Open import/export options • Freedom of workflow …in a market research environment

Moving to another level • Complete integration of disparate data sources • Open platform for centralized management of applications and global projects • Fully integrated component applications

Customized Software MR Applications Components SPSS MR Data Model

MR Data

Robust

component architecture • Encapsulation of functionality into modules allows for rigorous testing • Implementation details are visible

only

within the module, and can be safely changed

Extensible

component architecture • Reduces complexity of application programs, making them easier to adapt • Autonomous (decentralized) modules increase the likelihood that a simple change will affect just one module or logical subsystem

Compatible

component architecture • Improves compatibility between software systems, making it easier to combine and integrate systems • Applications are more portable

Web Portals

Sharing Insights

Portals: insight, access Information gathering Corporate knowledge Decisions, strategy, innovation Knowledge activation

Portal platforms Structured environment for sharing information: • Across multiple platforms, applications and data sources • Among widely dispersed – and diverse – people and groups • Across company boundaries

Marketing information portals • Marketing context dashboards • Integration of multiple data sources • Interactive OLAP, analytics, graphics • • Business planning environments Analytical & planning templates, “cookbooks,” training applications

Customer loyalty programs Plugins to CRM systems Decision support / EIS Portal Toolkit Forecasting Data mining & predictive modeling Syndicated MR services Management summary reporting Marketing information portals

Data Mining and Predictive Analytics

Using the present to understand the future

Why Data Mining?

• Surveys collect market data • Transaction systems store the data • Tabulations and OLAP reports the data • Data mining enables people to change what they do based on the data

Make better business decisions

Tabulations vs. Data Mining

Tabulations Data mining

•

What was the response rate to our mailing?

•

Which customers didn’t renew their policies last month?

•

Who were my 10 best customers last month?

•

What is the profile of people likely to respond to future mailing?

•

Which customers are likely to switch to the competition in the next six months.

•

Which 10 customers offer me the greatest profit potential?

Applications of Data Mining & Market Research New Product Planning Customer Segmentation Customer Profiling Customer Value Customer Loyalty Customer Propensity Customer Satisfaction Ad Effectiveness Market Share Product Associations Performance ‘Forecasting’ Brand Awareness

Be a part of the revolution • Constantly evolving • Made

for

researchers,

by

researchers • Revolutionary platform that puts you in the corporate playing field • An eye on the future

Take control! Let Research Lead Technology!