Advanced Analytics

Duncan Ross, Director Data SciencesTeradata

@duncan3ross

THE POWER OF PREDICTION

Advanced Analytics

@duncan3ross

WELCOME TO THE WORLD OF PREDICTION MR ROVE

“People think we got big by putting big stores in small

towns. Really we got big by replacing inventory with

information” Sam Walton, founder WalMart

Advanced Analytics

@duncan3ross

• Predict> What will people or things do?

• Learn> What are the things that make things happen?

• Refute> What isn’t important!

• Test and measure

WHAT CAN YOU DO WITH DATA?

Advanced Analytics

@duncan3ross

2013: THE YEAR OF PREDICTION

5 04/09/2023 @duncan3ross

Use the crowd

Data in:• Social media• Behaviours• Specific questions• Competitions Analysis:

• Textual (sentiment, meaning)

• Behavioural• Clustering• Predictive• Linking!

Outputs:• Marketing insight• Design• Relationships• Predictive outputs

6 04/09/2023 @duncan3ross

Doing more with location

Data in:• Location• Passive/active• Real-time• Routes

Analysis:• Paths• Behavioural• Relational

Outputs:• Mobile digital

marketing• Network analysis• Partner offers• Insight

7 04/09/2023 @duncan3ross

Playing games with customers

Data in:• Crowdsourced• Apps• Usage

Analysis:• More data!• Behavioural• Clustering• Predictive

Outputs:• Games!• Behavioural alignment• Education

8 04/09/2023 @duncan3ross

Giving customers control

Data in:• Company provided• Customer provided• 3rd party

Analysis:• Data quality• Wider range of

variables• Supported user

self-analysis

Outputs:• Data and analysis

to customer• Solutions to third

parties

Coming soon… DataKind UK

3 Charities

90 Data Scientists

£90,000 market value• 90 data scientists• 2 days• est £500 per day

Advanced Analytics

@duncan3ross

• It’s about what you can do with data

• Prediction is one of the most interesting (and exciting things you can do)

• So welcome to the Enlightenment!

BIG DATA ISN’T ABOUT SIZE