In Parts I and II of this presentation (out of III) Neil discussed Data Mining Process and Predictive Analytics, and Data Extraction, Transformation and Loading. In Part III he presents examples on how to use data mining and segmentation to understand customers and create personas based on behavior.
This approach enables a powerful customer centric thinking, which will help us to understand how people actually use the website and, more importantly, understand where they are likely to go so that we can design their experience and target them in a more scientific way.
He also goes over a Propensity Modeling example to describe how online decisions also affect offline behavior: what factors influence people to convert offline?
Neil concludes the presentation with the following thoughts:
- Look for new tools and techniques and deploy them in order to cut through the noise
- Do not underestimate the amount of effort that can be involved in just getting the data into the right shape
- Understand the tools and be sure to use the right tool to the right job
- Ask yourself: what are you going to do about it? Insight without action has no value.
Neil Mason joined Foviance as part of an acquisition of Applied Insights whom he was director and co-founder. With 25 years of in-depth industry experience in marketing analytics and strategy, Neil leads Foviance’s analytical consulting practice. This delivers an enhanced digital marketing analytics capability to both Foviance’s and Applied Insights existing and future clients.
Neil is one of the world’s leading analytics guru’s and he has a big reputation. He holds an MBA from Kingston Business School, a Diploma in Business and Economic Forecasting and currently serves on the Board of Directors of the Web Analytics Association, the global industry body for digital analytics professionals.