Bridging the Gap Between Technology and ResearchBridging the Gap Between Technology and Research

PMRS-Ottawa Breakfast

October 9, 2002

Nancy Morrison, SPSS MR

Taking research to a new dimensionTaking 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 ResearchEvolution of Market ResearchThe Dark Ages:

Pre 1960

The Revolution Begins…

1970’s

1980’s

1990’s

“Test the Air”

Focus Groups, Telephone Surveys

CATI Systems

Mass Marketing

Web Surveys

Paper & pencil counts

Batch tabulations

PC’s & Charts

Data WarehousesOLAP, Stats get easier!

Evolution of MarketingEvolution of Marketing

Market Intelligence TodayMarket 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 IndustryState 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 SystemsAn “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 & theSPSS MR Data ModelDimensions & theSPSS MR Data Model

Don’t be constrained by your software!

The vision of DimensionsThe 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 objectivesDimensions application objectives

• Easy to use

• Feature rich & high quality

• Customisable & extendable

• Integrate with other data formats / software applications

• Multilingual

Dimensions ideologyDimensions ideology

• Open

Standard and Extensible (SDK)

• Scalable

• Integrated

• Global

The next dimension is here…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-endIntegrated, 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!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…!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 strategyTechnical strategy

• Win32 operating system

• NT, Win95/Win98, Win 2000, XP, CE

• MS COM components, .NET

• Component Object Model

• Browser-enabled applications

• Where applicable

The productsThe products

DesignDesign

CollectionCollectionAnalysisAnalysis

PublishingPublishing

mrInterview- Web- CATI- CAPI- etc.

mrPapermrScanVerbastat

mrAuthorWordParser

SPSSAnswerTreeClementineEtc…

SmartViewerWebAppOLAP

Project ManagementProject Management

mrDatamgr

mrTranslatemrTables

Example: mrInterview goes multimodalExample: mrInterview goes multimodal

XML

Data

QuestionnaireQuestionnaireAuthoringAuthoring

InterviewInterviewengineengine

WebWeb WAPWAP InfoplianceInfopliance

ScriptingScripting

Open InterfaceOpen InterfaceOpen InterfaceOpen Interface

SPSS MR Data ModelSPSS MR Data Model

The Center of Dimensions

The SPSS MR Data Model is not…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…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…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 levelMoving to another level

• Complete integration of disparate data sources

• Open platform for centralized management of applications and global projects

• Fully integrated component applications

ComponentsComponents

SPSS MR Data ModelSPSS MR Data Model

MR ApplicationsMR Applications

MR DataMR Data

Customized SoftwareCustomized Software

Robust component architectureRobust 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 architectureExtensible 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 architectureCompatible component architecture

• Improves compatibility between software systems, making it easier to combine and integrate systems

• Applications are more portable

Web PortalsWeb PortalsWeb PortalsWeb Portals

Sharing Insights

Portals: insight, accessPortals: insight, access

Informationgathering

Knowledge activation

Decisions, strategy, innovation

Corporateknowledge

Portal platformsPortal 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 portalsMarketing information portals

• Marketing context dashboards

• Integration of multiple data sources

• Interactive OLAP, analytics, graphics

• Business planning environments

• Analytical & planning templates, “cookbooks,” training applications

Decision support / EIS

Management summary reporting

PortalToolkit

Smartviewer

Web

App

mrTables/

WebTables

mrOLAP?

Third

-par

ty

Tool

s

Adapt CRM

Customer loyalty programs

Marketing information portals

Data mining &predictive modeling

Plugins to CRM systems

Syndicated MR services

Forecasting

mrStream

Data Mining and Data Mining and Predictive AnalyticsPredictive Analytics

Data Mining and Data Mining and Predictive AnalyticsPredictive Analytics

Using the present to understand the future

Why Data Mining?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 MiningTabulations vs. Data MiningTabulations

• 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?

Data mining

• 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?

Data

Min

ing

Mark

et

Rese

arc

h

Applications of Data Mining & Market ResearchApplications of Data Mining & Market Research

Customer Profiling

Customer Value

Customer Loyalty

Customer Segmentation

Customer Propensity

Customer Satisfaction

Performance ‘Forecasting’

Product Associations

New Product Planning

Brand Awareness

Market Share

Ad Effectiveness

Be a part of the revolutionBe 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!Take control! Let Research Lead Technology!