visualizing the customer journey with analytics · 2017. 11. 28. · visualizing the customer...

Visualizing the Customer Journey with Analytics

Ravi Shanbhag, Director, Data Science, United Healthcare

Visualizing the Customer Journey through Analytics

Presented By:

Ravi Shanbhag: Director, Data Science, UHC

The next 45 minutes..

3

Proprietary Information of UnitedHealth Group. Do not distribute or reproduce without express permission of UnitedHealth Group.

2 Use- Cases

(16 Slides)

ConclusionsChallenges

Use Case - I


Analyzing Market “Sentiment”

5


Stream into

Hadoop

Parse Twitter

Data

Store

Structured

Data

Visual

Analytics

Publicly available

Twitter Data that is

processed as a batch.

Look for specific

hashtags and handles

Data read in as JSON

and parsed using

Python

Storage of Text and

necessary attributes in

Hive

Data lifted directly into

memory using SAS

Visual Analytics for

Word Clouds

Customized Clouds

Created and

integrated with

Dashboards

Use-Case I

Company A

6


Company B

Customer Service? Denials and Appeals?

Competitor Analysis

Use-Case I

Locality Sensitive Clouds

7


Use-Case I

Region A Region B

Network? \ Plan? Website? \ Account?

Expansive filter lists

Continuous refinement

Track Specific Tags and Handles

Challenges..

8


Use-Case I

One man arrested after Activation on

… Street

… Stock Quote. Sell at … Buy at …

PHOTO OF THE DAY: … and the …

blog page photo shoot - 2015

So excited. Going to the … prom

with … tonight. Yay!

@#$#@$ …. @##$# …. @#$#

SPAM!

SPAM!

SPAM!

http://t.co/8YVlxCHIbf

Micro-batch

Understand Twitter APIs

History vs Future

Challenges..

9


Use-Case I

Drinking

From a

Firehose!

{

"coordinates": null,

"created_at": "Thu Oct 21 16:02:46 2010",

....

....

"text": "what we've been up to at",

"contributors": null,

"id": 28039652140,

"retweet_count": 50,

....

....

"in_reply_to_user_id": null,

"profile_sidebar_border_color": "C0DEED",

....

....

"location": "Boulder, CO",

"id_str": "16958875",

"follow_request_sent": false,

"profile_link_color": "0084B4",

"favourites_count": 1,

....

....

"lang": "en",

"profile_text_color": "333333",

"followers_count": 260,

"time_zone": "Mountain Time (US & Canada)",

....

....

"source": "web",

}

Sample Twitter Payload

Sarcasm?

Sentiment is usually

Only a soft-signal

Challenges..

10


Use-Case I

Bag of

Words

Thanks to … at …. for taking time for a

long call today and working with me to

resolve my issue.

Wow. The agent I just talked to at …..

customer service must have a major

case of the Mondays. But he did

resolve my issue.

So after all my complaining I should

point out that …. was very helpful.

… thinking of wrapping ourselves in

bubble wrap while waiting. Luckily …

cared enough to get back to us.

…. customer service was great. This

fake tropical hold music not so much.

https://twitter.com/myUHC

Use Case - II


Visual

Analytics

SAS HPA

Grid

Analyze Premium Defaults


12

Structured Data that is

Insourced and

Transformed

A broad set of

possible attributes

loaded to VA for

Decision Tree

Analysis

Further exploration of

detail member records

for high-value

prospects

Enterprise Operational

Systems all

interconnected to

each other

Use-Case II

Analyze Premium Defaults

13


Use-Case II

High

PurityLow Purity

Challenges..

14


Use-Case II

Heterogeneous Systems

Custom Extracts and Transforms

Lots of Pre-Processing

Challenges..

15


Use-Case II

Feedback Channels

Time Lag

Continuous Tuning

3 Takeaways..

16


Soft-Signals

CAN point

you in the

right

direction

Hybrid

Data

Pipelines

Can help

you Scale

Continuous

Refinement

With a

Portfolio

Approach

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=&url=http://dwpmultimedia.com/news/dwp-a-new-direction&ei=a3EwVaT6OtbtoAS4nYHoAw&bvm=bv.91071109,d.cGU&psig=AFQjCNH_UoD54MFu0r_4LmMYPoVqaEcozg&ust=1429324524148402

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=&url=http://dwpmultimedia.com/news/dwp-a-new-direction&ei=a3EwVaT6OtbtoAS4nYHoAw&bvm=bv.91071109,d.cGU&psig=AFQjCNH_UoD54MFu0r_4LmMYPoVqaEcozg&ust=1429324524148402

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://pixabay.com/en/photos/lan/&ei=83YwVb6vNYazyQSB54HIBA&bvm=bv.91071109,d.cGU&psig=AFQjCNF5rmw5iH1zd6JSM6VYWXi1IYIjKg&ust=1429325902614657

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://pixabay.com/en/photos/lan/&ei=83YwVb6vNYazyQSB54HIBA&bvm=bv.91071109,d.cGU&psig=AFQjCNF5rmw5iH1zd6JSM6VYWXi1IYIjKg&ust=1429325902614657

Thank You!

Questions?

Ravi ShanbhagDirector, Data Science, UHC

[email protected]

www.linkedin.com/in/ravishanbhag

visualizing the customer journey with analytics · 2017. 11. 28. · visualizing the customer...

Documents