SAS e-Intelligence

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SAS e-Intelligence

• Emma Poulakas
• Business Solutions Specialist
• Thursday 16th August 2001

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Agenda

• E-Intelligence Overview
• Measurement
• Integration
• Analytics
• SAS E-Intelligence Roadmap
• Customer Case Study
• Questions?

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The Power of Digital Channels

• Digital channels are dramatically changing how we
  listen, understand and respond to our customers,
  suppliers and our organization.
• Digital channels facilitate instantaneous
  responses to the information gathered by
  touchpoints ("logs") without the need for human
  intervention.
• Digital channels include web, email, ftp, chat,
  search, voice over IP, and interactive
  multimedia.

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E-Business
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Recurring Themes Surrounding E-Business
Challenges

• Unable to measure the ROI of the e channel
• unable to measure how profitable/ viable the
  e-channel is in relation the other channels
• Lack of integration between channels
• demand for a cross-channel view
• Lack of true analytics to personalise/
  differentiate the online experience

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Companies need a web intelligence infrastructure
Measurement
Integration
Analytics
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Recurring Themes Surrounding E-Business
Challenges

• Unable to measure the ROI of the e channel
• unable to measure how profitable/ viable the
  e-channel is in relation the other channels
• Lack of integration between channels
• demand for a cross-channel view
• Lack of true analytics to personalise/
  differentiate the online experience

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The Hunger for Website Data will Grow

• The demand for website data will increase over
  the next 2 years
• Driven by the shift to doing business online
• In two years our employees will be
  hyper-sensitive to the site and want daily
  updates(manufacturing company)

Source Forrester Research, Inc.
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Todays Measurements Dont Reflect Business Goals
Key question
Inadequate answers
Goal
Source Forrester Research, Inc.
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ROI of your E-channel?

• According to a June 1999 Forrester study,
  one-third of corporate Web sites have five or
  more applications linked to them, and two- thirds
  have two or more linked applications and these
  numbers are expected to quickly rise. Whats the
  return on investment (ROI) for all this Web
  development expenditure? Who knows?
• DM Review - October, 2000

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E-Intelligence enables you to Measure the
Viability of your E-channel

• Foundation of warehousing
• Integration of data from across the enterprise
• Application and delivery of business intelligence
  across your organisation
• Ability to create the management dashboard
• Set goals based on metrics versus intuition

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Recurring Themes Surrounding E-Business
Challenges

• Unable to measure the ROI of the e channel
• unable to measure how profitable/ viable the
  e-channel is in relation the other channels
• Lack of integration between channels
• demand for a cross-channel view
• Lack of true analytics to personalise/
  differentiate the online experience

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E-Intelligence enables the creation of an
Integrated View

• Data Warehouse-centric
• Framework for integrating data from all
  touchpoints, including e-channels
• Ability to drive key target initiatives based on
  a holistic view of the customer
• Cross-sell products and services
• Drive e-marketing
• Take advantage of all information assets, online
  and offline
• Huge advantage for click mortar organisations

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Recurring Themes Surrounding E-Business
Challenges

• Unable to measure the ROI of the e channel
• unable to measure how profitable/ viable the
  e-channel is in relation the other channels
• Lack of integration between channels
• demand for a cross-channel view
• Lack of true analytics to personalise/
  differentiate the online experience

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Approaches to Online Personalisation

• End-User-Driven
• Provider-Driven
• Data-Driven

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Data-Driven Personalisation

• Customisation of content presentation and/or
  content delivery based on analytics
• Relies on statistical analysis of data from
  online and offline sources using different
  techniques
• Regression analysis
• Collaborative filtering
• Affinities
• Can work with the other two forms of
  personalisation
• Real-time analytics

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In Summary.

• Simplistic metrics dont shed light on business
  goals
• Scattered data sources thwart a unified view of
  the organisation
• Flawed analysis methodologies impair reporting
  and personalisation

Organisations need an e-Intelligence
infrastructure
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The SAS E-Intelligence Solution

• Based on a foundation of warehousing
• integration of data from new channels
• closed loop analysis
• native access to multiple data sources on any
  platform
• And Business Intelligence
• consolidated view of the enterprise
• Solid foundation of analytics
• data mining

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SAS E-intelligence Roadmap
SAS Data Warehouse
SAS Data Mining
SAS WebHound
Measurement
Integration
Analytics
eDiscovery
eCRM
Webhound
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E-Intelligence in Action

• Companies are using e-Intelligence solutions from
  SAS in different ways
• Drive personalisation
• Web site enhancements
• Measure ROI/ viability of the channel
• Supply Chain Optimization
• Real-world examples
• AutoTrader.com
• Outpost.com
• Dell.com
• Amazon.com
• National Museum ofAustralia

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National Museum of Australia

• Business Pain The museum has just launched a
  new campaign via web and location and want to
  measure the effectiveness of the campaign and
  plan for new campaigns for the future
• Approach Taken In In addition to monitoring
  campaigns, SASs e-intelligence offering to
  become more customer focused and develop a
  commercial strategy based on this.
• SAS Differentiators SAS will help the
  organisation maximise our internet presence and
  one day enable the Museun to present visual
  exhibitions to interested people based anywhere
  in the world.
• Rhonda Flottmann, Sponsership Manager

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Australian National Museum

• Main Strategies
• Analyse to Optimise
• Whats working and what isnt
• Environment
• UNIX / Solaris machine
• Gigabytes of log files
• Using WebHound
• Very flexible and adaptable
• Part of SAS (it is possible to leverage the full
  power of SAS)

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Australian National Museum

• WebHound
• Up and running quite quickly
• Customer Knowledge saved time
• Website
• Webserver
• Future Development
• Customised Reports
• Look at their users in more detail
• Monitor Campaigns

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SAS E-Intelligence Roadmap
SAS Data Warehouse
SAS Data Mining
SAS WebHound
Measurement
Integration
Analytics
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The Technical Challenges of Exploiting Website
Data

• Vast amounts of information
• desktop packaged software applications cant deal
  with it
• 40 GB per day for some sites
• No standards for web log analysis
• The logic is site specific
• Integration with non web data
• Flexibility
• Adapt to the business rules unique to your
  organization

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Introducing Webhound

• WebHound, by SAS, gives you the power to know
  how your visitors relate to your Web site giving
  you the guidance to make the most appropriate
  design, support, and content choices.
• Support your e-strategy
• Optimal design of your website
• Handle Success with ease

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Introducing WebHound

• Cornerstone of e-Intelligence solutions
• Rapidly processes web logs and stores in a data
  mart
• can handle huge volumes of data (gt40GB/day)
• Dynamic reporting interface (OLAP)
• distributed via a thin client (browser)
• Customisable to answer the key business questions
  that are unique to each organisation
• Integrates with non web data

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WebHound is scalable, flexible, and extensible

• Underlying structure has no real limitations on
  scalability
• Portable across platforms
• Parallel cross-server session analysis algorithm
• Data stores can occur on any supported RDBMS
  including SQL Server, Oracle, Sybase, Informix,
  ODBC compliant sources, etc.
• The WebHound ETL process can be customized with
  site-specific business logic
• WebHound can function as part of an integrated
  Business Solution (Balanced Scorecard, Campaign
  Management, etc.)

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Webhound Log Processing
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SAS E-Intelligence Roadmap
SAS Data Warehouse
SAS Data Mining
SAS WebHound
Measurement
Integration
Analytics
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e-warehousing
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Process
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SAS E-Intelligence Roadmap
SAS Data Warehouse
SAS Data Mining
SAS WebHound
Measurement
Integration
Analytics
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Web Mining
Associations and Sequences Analysis (Affinity
Grouping) Clustering (Segmentation) Predictive
Modeling (Scores)
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The Power of SAS E-Intelligence

• Designed to support the continuous evolution of
  e-business
• Solves immediate business pains without
  compromising longer term e-strategy (integration
  and analysis)
• Industrial strength information delivery
  architecture
• Advanced analytics and predictive modeling
  capabilities
• Not only what happened, but also why it
  happened
• Scalability, flexibility and integration

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How Can You Get Started
Thank You

• Talk to us
• Visit us on the web _at_ www.sas.com