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Bringing data to the
data Modeling secrets
Inventing a healthier future
Breakthroughs in patient safety from GE Vice President Mark Vachon
second quarter 2011
THE PREMIER BUSINESS LEADERSHIP SERIES
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Innovate. Optimize. Transform. The Premier Business Leadership Series is an exclusive, invitation-only event for senior executives from public and private organizations. This unique learning and networking experience has carefully curated content with an eye on competing in a global business environment. Attendees experience:
High-caliber presentations on the most current trends. Small group discussions addressing the challenges of leadership. Sessions for sharing industry-specific issues.
Antwerp · June 14 – 16 Singapore · August 23 – 24 Orlando · October 25 – 27
SAS and all other SAS Institute Inc. product or service names are registered trademarks or trademarks of SAS Institute Inc. in the USA and other countries. ® indicates USA registration. Other brand and product names are trademarks of their respective companies. © 2011 SAS Institute Inc. All rights reserved. 66644US.0211
contents SECOND quARTER 2011 coVer
a safer, healthier 14 inventing future
GE Vice President Mark Vachon on treating patient safety data with SAS®.
19 Bridging the marketing gap
Three essentials of marketing analytics to take you from theory to execution.
22 listen up!
Top 10 lessons gleaned from The Premier Business Leadership Series 2010.
24 keeping you covered for life
Max New York Life expands existing customer relationships – and profits.
27 going social the organic way
From sentiment analysis to predictive ROI, digital advertising agency Organic gives clients social media measurements that matter. Which of these blockbuster ideas can you put to work at your company?
3 tech highlight » Macy’s statistics chief shares five steps for getting more out of your customer data. 5 risk ManageMent » New research reveals that data
management is now a boardroom-level discussion.
30 nine great ideas to steal
32 social innovation in the public sector
Governments around the world are using analytics to build a stronger future.
7 Business analytics » How to implement a decision support system from a CIO who loves his rotten job. 10 Partner insights » You can make the move from simple reporting to advanced analytics, if you have the right data environment.
35 online » Our favorite Web resources.
36 Best of Blogs » Jim Davis on why the Fortune 'Best Companies to Work For' ranking matters in social media.
On the cover: Mark Vachon, GE Photo by Steve Muir
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SAS = Analytics
At the SAS analyst event in Steamboat, CO, in March, SAS CEO Jim Goodnight shared some interesting stats with attendees: Even in 2010’s tough economy, SAS experienced 5.2 percent worldwide growth in US dollars. On top of that, SAS is still building new facilities, still winning workplace awards (see page 36), and this year we’re celebrating 35 consecutive years of revenue growth. The secret behind SAS’ success? As Goodnight told the crowd in Steamboat: SAS is all about analytics. It’s been our focus for 35 years and, as our customers and the numbers attest, we do it better than anyone else in the business. If you want to see the power of analytics at work, check out these stories: • Macy’s – improved marketing results by millions of dollars over the last two years (page 3). • GE Healthcare – keeping patients safe by helping hospitals address common, preventable medical events (page 14). • Max New York Life – increased sales to existing customers from 7 percent to more than 20 percent (page 24). Want to put the power of analytics to work for you? Check out “A CIO’s perspective on using analytics” on page 7; find out how to move from BI to advanced analytics on page 10; and check out three essentials of marketing analytics on page 19.
Ken Bland, Alison Bolen, Jane Booth, Mark Britton, Paul Coleman, Jim Davis, Jaydeep Deshpande, Carl Farrell, Bill Franks, Mikael Hagström, Larry Mosiman, Niel Nickolaisen, John Quinn, David Rogers, Trent Smith, Cathy Traugot, Scott VanValkenburgh
Ellen Brandt, Diana Christofferson
art dirEction production
Marchellina Waugh Melody Fountain
John Fernez, Steve Muir
sascom is published quarterly by SAS Institute Inc. Copyright © 2011 SAS Institute Inc., Cary, NC, USA. All rights reserved. Limited copies may be made for internal staff use only. Credit must be given to the publisher. Otherwise, no part of this publication may be reproduced without prior written permission of the publisher. SAS and all other SAS Institute Inc. product or service names are registered trademarks or trademarks of SAS Institute Inc. in the USA and other countries. ® indicates USA registration. Other brand and product names are trademarks of their respective companies. From time to time sascom may contain articles written by contributing writers not employed by SAS Institute Inc. The opinions of these columnists do not necessarily reflect those of SAS Institute. SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. Through innovative solutions delivered within an integrated framework, SAS helps customers at more than 45,000 sites improve performance and deliver value by making better decisions faster. Since 1976 SAS has been giving customers around the world THE POWER TO KNOW®. www.sas.com
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2 sascom second quarter 2011
Trouble is.coluMn » TECH HIGHLIGHT Macy’s Inc: Five steps for getting more out of your customer data Statistics chief sculpts customer data into a work of art E PAuL COLEMAN. data pours in from every conceivable channel. it’s like creating a sculpture Are you going to press forward with intuition or take advantage of advanced analytics? Does the marketing team gather in a big room to brainstorm. You just have to take away everything that’s not important. www. you could course-correct so many times that you lose track of the process. analysis-ready format can be a daunting challenge. Never before could marketers sale or a loyalty program? What is the target? You have to have a clear idea of what the analytics are intended to reveal. and models provide a structure for decision making. very interaction with a customer is an opportunity to get useful data. wood or data. In contrast. it is our job to liberate the customer insight from all of the data. because the logic will generally be self-evident. There’s a certain amount of information you can glean from models. When carving his masterpieces. but the business community has to engage and decide upon what will create success. An intuitive approach is easy to understand and communicate. and it was his job to liberate them.com/sascom second quarter 2011 sascom 3 . because the most appropriate modeling approach will depend on what you’re trying to achieve. Michelangelo felt that the figures were within the stone. Is it an enterprisewide promotion or a brand-building task? A one-time mailing or an integrated campaign? A one-day 1 Know what you have been commissioned to sculpt. The modeling process is a series of five steps – equivalent in some ways to the artistic process. MACY’S INC. an analytic approach provides a consistent and reproducible structure for the decision- 2 Choose the right tools for the job and the medium. However. Here is where the marketing community can make its most valuable contribution. whether working with stone. or do you put yourselves in the hands of mathematical models? Both approaches have their merits and limitations. An accurate perspective on your customer is within your data. compile so much information about customers and markets. and guide the investment of resources with such precision. Similarly. It is quick and easy to change course if something isn’t working as expected. transform that information into useful knowledge. from incompatible computing platforms in mismatched data definitions and redundant customer entries. Transforming all this data into a clean.sas.
That means the model assessment stage is quite important. To preserve the quality of your raw material – the data foundation for modeling – the process must not taint the data by using future unknowns in the same way as past certainties. will they buy or not buy? How much will they spend? Eventually. Not all give the best results for all applications.000 variables and reduce that to about 100.com/sascom-modeling Chip away all the extraneous data and variables that don’t matter. others more mathematical. • Assigns scores to customers. working from raw material – data – that is as high-quality and free of defects as possible. The idea is to choose the modeling routine that works the best for your application. The best approach is to marry creative vision with technical expertise – the qualitative with the quantitative. www. and using that speculated future to create information for the present. leak information from the future to the past. 4 sascom second quarter 2011 www. You’re not limited to just one type of modeling method. If you’re not careful. test. An interesting angle to the concept of data quality is that analytical models travel freely through time – learning from the past. That’s what the data reduction process achieves.” but you really have no idea. At Macy’s we build at least two models for most events: one that predicts the probability of someone shopping. this time traveling can cause damage to your data. �nline Customer analytics webcast: www. For example. may ask how he or she sounded. Some are more insightful.TECH HIGHLIGHT making process. you can begin to hear individual voices more clearly. all of these “nows” will become past “nows. using coefficients and weighting functions for these variables. then rough-cutting the data to remove extraneous data points and variables. PrEcIsE ModElInG = ProFItabIlIty The modeling process is a continuously improving cycle that: • Draws on historical data to create an accurate view of customers." which is a picture of what customers looked like in the past and how they responded to a previous event. • Supports post-campaign analysis and continuous improvement. We have lots of numbers in front of us. Macy's use of analytics over the last two years has improved marketing results by millions of dollars.” Sound confusing? It can be. We combine these models to maximize the analysis. that means capturing the right customer universe and variables that will reveal your ideal target customers. • Reveals which customers are most likely to respond to offers. If your data went through all of the steps properly in the modeling procedure. In data modeling. Think about hearing somebody sing in a chorus of 1. Data sets built during the modeling process incorporate forward-looking insight about events and behaviors that haven’t actually happened. Then there is an even more far-reaching future “now” that describes how customers will likely look after some future event that is similar to the past event. refine and execute analytical models that will deliver on your desired goals. After the performance. even a small increase in campaign response rates can make a significant impact on the bottom line. � Build. You have a future “now” that describes what customers will look like on the day you want to select them.000 people. PhD. n [author bio] Paul Coleman. And that’s just for direct mail campaigns. For a high-volume marketer.sas. This time-traveling ability blurs the concept of “now” and can distort your data if you’re not clear on how the time dimension affects the information. Multiple models can work in complementary ways to create a big picture. Everything has a place and everything makes sense.sas. is the Director of Marketing Statistics for Macy’s Inc.” and the model moves on to looking at future “nows” to influence a new present “now.com/sascom .sas. We call them temporal leaks. We might initially start with 1. a singer 4 Chip away at everything t hat imprisons the figure. “You were wonderful. where you inadvertently 3 Find the right piece of marble or wood. Your data captures a past "now. projecting into the future. • Identifies the variables that are the most valid predictors of success. It creates an environment where the true voices become clear. you’re going to get the results.com/sascom-cawebcast 5 Polish and present your creation. and how they will respond. but only certain ones are actually useful. If you start to break down your chorus into smaller and smaller ensembles. The process entails data wrangling to make the data model-ready. and another that predicts how much that person is going to spend. You say.
some institutions were unable to calculate their aggregate exposures to Lehman and its subsidiaries in a timely manner because data was DAVID ROGERS. Over the past three years. board members could safely regard data as an operational issue requiring little discussion. board members set the tone for increased awareness of data’s importance and move the organization toward greater respect for its accuracy. For another. The financial crisis exposed the shortcomings of data in a large number of institutions and highlighted the need to pay greater attention to this valuable asset. these trends are encouraging a broad review of the board’s role and responsibilities toward data. board members could safely regard data as an operational issue requiring little discussion. the data had to be aggregated so that overall exposures could be measured. regulatory changes are forcing boards to focus on data issues. This distributed inconsistently across multiple divisions. research conducted by the Economist Intelligence Unit (EIU) on behalf of SAS has consistently highlighted data as a barrier to effective risk management for many financial institutions. is no longer the case. One aspect of this new regulatory intervention is likely to be a greater requirement for financial institutions to make risk exposure data available.coluMn » RISk MANAGEMENT ready to take the data challenge? According to new research from The Economist. In the US. 1 Respondents also considered insufficient data among the top three shortcomings preventing more effective risk management. for example. There is a growing realization that data should be viewed as an asset with fundamental strategic importance.com/sascom second quarter 2011 sascom 5 . In the most recent survey. and even when it could be gathered. effective data management is now a boardroom-level discussion F or years. www. data enables institutions to respond quickly and effectively to crisis.sas. just 39 percent of respondents believed that their organizations were effective at collecting. Why has data been elevated to a boardroom discussion? For one thing. In the hours leading to Lehman Brothers’ collapse in 2008. an important theme of the Dodd-Frank legislation is an assessment of risk exposure across the entire financial system. In combination. standardizing and storing risk data. For years. key stakeholders want assurances that boards are providing robust oversight and making well-informed decisions based on solid data. SAS The data officer-in-chief As the leaders of the business. integrity and flexibility. In addition. This is no longer the case.
and who is using what.sas. Add the right technology and you have what it takes to make your new system work. their own decision making. This begins with acquisition and runs through processing. it can’t be done overnight. they may want to ask how the data is gathered. David. request the same information from multiple sources – risk and finance. 2 Recognize that a successful strategy encompasses people. a highlevel understanding of the overall process can help direct their line of questioning.com/inspire/ba-dq [author bio] David Rogers is the Global Product Marketing Manager for Risk at SAS. “You need to manage data as though it is something that is produced. � blogs. and helping to prioritize investments and initiatives. say. By asking the right questions at the right time. the chief data officer has a similar educational role. Achieving true data quality is an evolutionary process. www. points to the quality improvement processes applied by manufacturers and says that financial institutions should think of their data in the same way. maintenance. “And if you’re getting a consistent response from both sides of the organization. how many times it was replicated. Senior Director of Analytics Strategy for JMP Product Marketing at SAS. reactive. but also that we need to have much more integrity around how the data is created. and then you can apply quality improvement concepts to the data collection and management processes. distribution and consumption.” It also helps to think of a supply chain for data: a series of component disciplines comprising the life cycle of information as it passes through the institution. “There’s no single measure of data quality. Anne Milley.com �nline Data as a Board-Level Issue white paper: www. Citigroup became one of the first major financial institutions to name a CDO. For example.sas.sas.sas. For example.” says Sam Harris. “The CDO has an obligation to train the board on issues of the firm’s data quality and processes so that they can understand the metrics and decide whether something requires more attention.RISk MANAGEMENT “One way in which boards can gain a better understanding of data issues is to create a chief data officer (CDO) role.sas. but taken in The view from the top Leading financial institutions now recognize that data can be a major source of strategic advantage.com/sascom-boardlevel Risk Management Knowledge Exchange: www. 3 Take small steps. “The CDO has responsibility for managing data as a strategic asset and ensuring the quality of the data that’s being used or presented. “The leadership of the company recognized that data is not only important for good decision making.com/sascom-riskwp data qualIty: thrEE tIPs For GEttInG startEd 1 Start with self-reflection. Director of Enterprise Risk Management at Teradata. analyzed.Rogers@suk. proactive or governed with respect to data management? Understanding the data maturity of your organization is the first step toward determining how you’ll manage data from this point forward. executives and employees. Another way boards can gain confidence in the data is to examine it from various dimensions.com/sascom-rmke 6 sascom second quarter 2011 www. by extension. your organization needs buy-in from iT.” says Culp. these metrics can provide an indication of the level of confidence boards should have in the inputs to their decision making. boards can play a vital role in raising the quality of data and. and they all need to adhere to a documented. stored. a Managing Director for Risk Architecture at Citi in the US.” says Jennifer Courant. n 1 Rebuilding Trust: Next Steps for Risk Management in Financial Services. combination. Even the most mature businesses need to make incremental goals before moving toward the next level of data governance. Asking the right questions Although boards cannot be expected to be familiar with the entire data life cycle. how the data flows through the organization.” says Milley.” In 2006.com/sascom . repeatable process to ensure consistent data across the enterprise. What’s your data management style? Are you undisciplined.sas.” Just as a chief risk officer helps the board understand the technical aspects of risk management.” says Harris. and how it is being cleaned and manipulated. process and technology. “Creating the chief data officer role was one response to those challenges. then that tends to be a strong proxy for good quality data. understanding the strengths and weaknesses of their institutions’ data.
we started by asking the executive team members and their staffs. As soon as my systems hiccup or I miss a project goal or the enterprise perceives that I am not wringing every possible dollar out of my operation. Once on board. I took a decision support approach to the selection and implementation of the new IT systems. This retailer had suffered through seven years of losses and was being battered by new competition from big-box retailers.sas. They could not match products to market needs. all while maintaining cost leadership – the best I can ever hope to achieve is to meet expectations. on-budget and on-target. they guessed about what products to sell and how to sell them. . I deliver every project on-time. I have failed to meet expectations and my credibility falls. . If I am a “perfect” CIO – which means that my systems are never down.coluMn » BuSINESS ANALYTICS a cIo perspective on using analytics Tips for delivering value from a CIO who loves his rotten job I am not looking for sympathy. hardware options or software functionality. I quickly realized that the biggest failing of the legacy IT system was that it provided no decision support. business intelligence (BI) and analytics tools are often my best friend in delivering this value. I quickly realized that the biggest failing of the legacy IT system was that it provided no decision support. Without good decision support. ENERGY SOLuTIONS INC. but . This meant that we did not talk about transaction processing. The truth is that being a CIO is a great way to deliver an incredible amount of value. The team then decided to refresh the entire technology stack and brought me in to effect this IT turnaround. Facing these challenges. Some of their guesses were good. the leaders of the organization were blind to the needs of the market. they just weren't good enough to keep them afloat given the competition. Given the rotten nature of the job. the executive team took the too-common approach of blaming IT Once on board. And. The demands are constantly increasing for its business and market failings. Let me give you an example: NIEL NICkOLAISEN. I was hired to transform the IT of a struggling specialty retailer. while the budgets shrink. Every day.com/sascom second quarter 2011 sascom 7 . you might wonder why I have such a passion for my role. Ask the right questions Facing this opportunity. “What decisions would you like to make?” Once we had these A decision-support case study Several years ago. www. Rather. being an enterprise CIO is a rotten job.
For example. 1 2 3 4 5 Find relevant research on the use and management of analytics.sas. It took an awful lot of heavy lifting to reorient this perspective. including John Elder. Knowing these four decision drivers. Vendor participation will be clearly identified. With the company focused on what it needed to make better decisions. Discovering that one of our segments relied on others for product recommendations. vanilla configuration would allow them to make all of the decisions about inventory they ever wanted to make. “What information do you need in order to make these decisions?” We then selected and developed the transactional systems that would generate the internal versions of this information and selected BI tools that would make this and external information available to make the decisions that ended up turning around this retailer. we could satisfy people by confirming that a standard. what FIvE rEasons to joIn IIa Why join the international institute for Analytics (iiA)? you'll get to share ideas and learn from the world's leading independent analytics community. According to Tom davenport. we launched our own version of a social network to connect these people with trusted product advisors.BuSINESS ANALYTICS answers. more targeted direct marketing. “What decisions would you like to make?” was to decide how we should approach our target markets. viewing the world through the prism of decisions is daunting. they liked and did not like about doing business with us. we revised our entire approach to the market to address at least one. Decisions imply accountability. one segment was interested in the latest products. and their specific needs. � www. Learn from respected independent researchers and thought leaders. we identified four specific customer segments – each with its own unique decision driver. interact with analytics thought leaders via online discussions. Rather. there is no other organization with the same mission. for a start. We re-designed our physical and Web stores so that new and on-sale products were the first things people saw when they entered. lest you think that it was easy to add this much value to the enterprise. Analyzing our survey results. Anne Milley and Jeanne Harris. implement decision support Now. but preferably more. there was less emphasis on the functionality of the new applications. as did profits. All advertising hit these segment needs. face-to-face events and a webcast program called “Office Hours. As a result. What happens if I make a bad decision? What happens if my decisions are based on faulty or obsolete data? To ease people over these humps. it was used to thinking in terms of transactions. It turned out that knowing the segment drivers meant we could replace expensive and somewhat ineffective broad-based advertising with less expensive. For some. Explore new topics in analytics including how organizations benefit from analytical approaches to pricing. Another was interested in purchasing what was on sale. Decisions are risky. James Taylor.sas.com/sascom . Rather than fighting battles about how to configure the inventory management module of the new Know your customer segments One of the most important answers to the question. Focus on the right marks Within a few months we started to see the results of better decision making. We surveyed our customers on what drove their purchase decisions. of the drivers. I rely on the following: if you would like to join iiA. Taking this “decision support” approach also made my IT transformation job much easier.com/sascom-iia 8 sascom second quarter 2011 www. we launched a fairly extensive customer analysis.” Take advantage of the brightest minds in the vendor world without the bias of sales and marketing. use the code SAS90 when you register to receive a 90-day trial individual membership. we drilled down one level and asked. social media analytics and more. Revenue climbed. please recall what a rotten job it is to be a CIO. The retailer was not used to thinking about decision making. you can also: enterprise resource planning (ERP) system.
com/sascom-cio www. The tools must be understandable by someone without a technology background. in my rotten CIO role. I like to winnow down this library to a small set that add decisionmaking value. These systems are generating volumes of data. superior decision making might just be the ultimate competitive advantage. it also kept our future options open as the technology and access to information did change.sas. For my pilots. I become an irreplaceable business leader. Using this approach. but we often carry a burden of hundreds or thousands of reports that may no longer help us make better decisions. in designing our decision support. what decisions would we want to make? What actions could we take? We then backed up to processes that we could implement given the technology and information available at the time. I can deliver the tools and thought process that makes better decision making a reality. n *This article originally appeared on the International Institute for Analytics website. [author bio] Niel Nickolaisen is the Vice President of Strategy and Innovation at Energy Solutions Inc.com/sascom-facebook Imperatives for the New CIO special report: www. �nline SAS® Analytics on Facebook: www. Outside of our systems. All rights reserved. when a return customer entered a store. But. Given my scarce resources. we had no idea that smart phone technology would be so pervasive or that millions of our customers would join social networks. We then select a subset of these decisions as our test case. I solve this by basing my designs on the assumption that. That way. other systems are generating volumes of data. in my rotten CIO role. CRN magazine named Nickolaisen one of the Top 25 IT Executives of 2008. We design our BI and thought process to support these decisions. That means I want to get IT out of the report writing and analytics business. Iterative methods – If designing BI and analytics around decision making is a seismic shift in thinking. and then work closely with them to select a test case of decisions they would like to make and what information they need to make these decisions. Once improvement is confirmed.sas.If. we brainstormed all the marvelous things we could do if technology were perfect.sas. Decision support transforms my CIO role – Over the past 20 years. And if. I have reduced report libraries by as much as 80 percent. thinking of future perfect not only kept us on the forefront of better decisions. I honestly believe that my organization’s future success depends on our ability to turn this data into information that we use to make better decisions.com/sascom second quarter 2011 sascom 9 . Reports are not business intelligence – Reports are extremely useful. I want to make sure that there is as little distance as possible between decision makers and the business intelligence tools we use to gather and sift the information. I start with targeted prototypes and pilot programs. The reports that deserve our attention are those that answer the “what information do you need in order to make those decisions” question. at some point in the future. But. we move onto the next subset or pilot group. I become an irreplaceable business leader. someway. BI and reports belong to the decision makers – Since my goal is to enable better decision making. Condensed and reprinted by permission. I can deliver the tools and thought process that makes better decision making a reality. we have implemented nearly every conceivable transactional system. We assumed that we could know. Copyright 2010 IIA. In the end. I enlist the group that is the most willing to try new things or the group that is in the most pain. One of my prime criteria for selecting BI tools is ease of use. every report has a purpose. both technology and access to information will be perfect. somehow. The perfect future – A persistent issue in designing for better decisions is the feeling that we are limited by either technology or access to accurate information. Continuing my specialty retailer example. If this were true.
SAS usiness intelligence provides companies with valuable historical information. keeping many in fraud analysis.sas. For these reasons.com/sascom . most companies are enhancing their BI practices to include predictive analytics and data mining. Purchasing departments. For example. With advanced analytics. knowing what happened yesterday and stopping the same thing from happening tomorrow is only step one. Customer service departments use it to identify problems. exploratory process. forecast. organizations competitive during tough times. This combines the best of strategic reporting and basic forecasting with additional operational intelligence and decision-making functions. refund money or settle a claim. and make inferences on unknown facts and relationships – for instance. but even companies with sound enterprise data management practices. advanced analytics is different. forward-looking. By developing the capability to move from insight to action. Though BI provides many advantages. The good news is that much of the work that establishes enterprise-class business intelligence – creating consistent data. use business intelligence (BI) to monitor. Any attempt A foundation for advanced analytics In today’s economic environment. The discipline requires a demand-driven. and sophisticated data integration and data quality – can serve as a sound foundation for advanced analytics. for example. TERADATA Setting up your analytics sandbox No matter how you slice it. rigorous systems governance. Airlines use BI to monitor the status and performance of their fleets and personnel. BILL FRANkS. choose and negotiate with suppliers. This seems simple enough. flexible. or suggesting the next best offer during an online transaction. organizations can now identify fraud before they write a check. 10 sascom second quarter 2011 www. “good enough” is no longer enough. processes and infrastructures that were built for traditional BI reporting cannot always handle the complex requirements and unpredictable workloads of operational analytics. it has limited ability to predict. predicting customer behavior. transform and develop data and models in an ad hoc fashion. leading businesses are combining historical and predictive analysis to determine what immediate actions to take.coluMn » PARTNER INSIGHTS Moving from bI to advanced analytics How to create the right data environment B SCOTT VANVALkENBuRGH. the probability of fraud. the question often raised is how to use existing platforms and maintain predictable performance and governance without limiting the ability of analysts to explore. However.
Examples include analytics that are exploratory. Data must be sas and tEradata: advancEd analytIcs In actIon Companies all over the world are using SAS and Teradata solutions for advanced analytics – and enjoying rapid results. balanced and predictable performance for the rest of the enterprise. regional demographics. Avoiding analytic pitfalls Take the example of a supermarket chain. HELLEniC BAnK – analyzes risk across multiple business processes and reduced analysis time from four days to two hours.sas. or use models that are resource-intensive. This can be accomplished while still maintaining optimum.Absence of thorough analysis can lead to inconsistent conclusions or even operational decisions that are just plain wrong. The solution lies in today’s best-inclass enterprise data warehouse (EDW) technologies. the data used to feed them must be fresh and accurate. the systems supporting them must provide linear performance.com/sascom-results granular and cross a number of subject areas: inventory. For marketing analysts to optimize customer profitability or create the best sales promotional calendar. such as “Which of our most valuable customers are likely to churn?” or “Which vendors www. Whether implementing sandboxes within the production system or in a separate analytics development environment. should determine how to set up a sandbox. schedules promotions. financial. Another reason for creating an analytical sandbox is to avoid advanced analytics in a vacuum. resulting in double-digit growth. cyclical or unpredictable in nature. customer. Yet. some companies can’t answer the simplest questions. CABELA’S – specialty retailer personalizes offers. and analysts must be able to explore at a granular level with minimal data duplication and movement. � www. Absence of thorough analysis can lead to inconsistent conclusions or even operational decisions that are just plain wrong. Most importantly.” These sandboxes comprise dedicated disk space and processing resources that allow analysts the freedom to do what they need. that allow practitioners to establish virtual or physical analytic “sandboxes.sas. etc. despite the investments. representative data sets. to limit these dimensions will inhibit the effectiveness of the analyst. such as those offered by Teradata. Regardless of data size or model complexity. not technology limitations. they need query-based data mining and exception analysis as well as advanced statistical modeling. Many organizations deploy expensive analytics data marts based on silos of data focused on an individual department or line of business. including CommonweAlth BAnk of AuStRAlIA – detects twice the level of check fraud and increased internet banking fraud alerts by 60 percent. have only a few power users with a narrow focus. SAS and Teradata have offerings to support all of these requirements. the sandbox must allow analysts to write and edit enterprisewide data (and incorporate outside data if necessary) to create accurate. selects new store locations and more. Business requirements. adding sandbox capabilities to the corporate reference architecture gives IT the ability to provision part of the EDW for an individual line of business or analyst.com/sascom second quarter 2011 sascom 11 .
Global SAS Program. When analysis is done in isolation. expReSS – An entry-level offering for those who want to explore business questions using analytics.com/sascom . the reservations agents must then “walk” customers to competitive properties. However. Achieving this prior to and reward them the minute they walk in the door.sas. Sept. is no longer a goal – it’s an imperative.com/sascom-idbarticle implementing a Teradata EDW was costly and time-consuming. Bill Franks is Teradata Chief Analytic Officer. enteRpRISe – For mature analytic organizations. SAS analysts spent more time gathering and moving the data from different properties than modeling it. The result: The gaming company drove loyalty and wallet share up from 35 percent to 43 percent.sas. 23. One casino company decided it needed a 360-degree view of its customers’ spending and behavioral patterns across all properties and outlets. �nline Quick-start analytics from SAS and Teradata: www.com/sascom-program [author bio] Scott VanValkenburgh is the Director of Technology Alliances at SAS. The company consolidated the information in one EDW and gave access to its analysts to model the data in a separate sandbox. If business action. � www. and quickly reap benefits by automating analytic decision making. Casinos want to identify their best customers and reward them. deployment and management of analytic models and processes.sas. the marketing department doesn’t coordinate its data with the conventions division. a sound analytic conclusion suggested an incorrect 12 sascom second quarter 2011 www. The marketing campaigns succeed in driving booking calls to the reservation desk. Combining it with realtime operational business analytics from SAS is a huge advantage that will help any organization succeed. AdVAnCEd – For both established and expanding analytic organizations. n A version of this article appeared in InfoManagement Direct. this package allows you to centralize the development. It’s possible the convention information would have been available to the marketing department if the company was using an EDW platform. The SAS and Teradata Analytic Advantage Program offers three packages to meet your growing analytic needs. In addition.com/sascom-qkstart Advancing in-database analytics: www. Unfortunately. in this case the insight was not synchronized with the appropriate action. it can lead to mistakes that drive customers away. Let’s look at the problems this causes.sas. Having immediate access to the right data. But without the complete and up-to-date view of all subject areas associated with the models. thrEE PowErFul analytIc PackaGEs Think your company can’t afford the implementation time or big-ticket price tag for advanced in-database analytics? Think again. sas and tEradata: onE ProGraM. 2010. in the right format. This offering uses a programming tool approach to employ statistical analysis and discovery to gain a quick understanding of critical issues.PARTNER INSIGHTS provide the best price and assortment but do not drive profitability across their category?” That’s because they’re stuck working with limited or out-of-date information from the EDW. the company can now identify gamers with the attributes to be particularly profitable customers the promotional offers coincide with a convention weekend when several of the properties are booked. Using in-database technologies. this package streamlines analytic model development and deployment. Thus a great idea led to pushing customers away. Take the example of a hotel chain that uses marketing automation to identify customers who would respond to promotion offers. Development of a Teradata EDW that drives a best-in-class business intelligence strategy is a big step in the right direction.
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com/sascom .sas.14 sascom second quarter 2011 www.
inventing a saFEr. I find out what the world needs. imaging and information delivery. As the world moves toward the concept of a digital hospital. then I proceed to invent.com/sascom second quarter 2011 sascom 15 . quality and access Guided by its vision to change health care delivery through an early health model. the company is applying its collective imagination to change some of the world’s toughest problems – not the least of which is access to quality health care for everyone. “We’re at work for a healthier world. exchange and discussion of healthy ideas. hEalthIEr FuturE gE healthcare treats patient safety data with SAS® Analytics GE founder Thomas A. intervention and prevention. Synonymous with the word innovation.healthymagination. the world over.” says Mark Vachon.com – to help build stronger relationships between patients and doctors through the collection. the GE Healthcare division is working in more than 100 countries to deliver solutions for early diagnosis. former President and CEO of GE Healthcare’s www.sas. it is also leading the way in the development of technology for patient monitoring. Healthymagination: cost. The company even developed a website – www.” As it has been for more than a century. Edison once said: “I never perfected an invention that I did not think about in terms of the service it might give others. that spirit of imagination and invention is still hard at work at GE.
GE is applying research. the ratio is not well-documented. “The ratio of near misses to actual events in the airline industry is approximately 50-to-1. Not to mention the fear of Better patient data = better patient care Building upon a sterling platform of health innovation. It’s a culture that’s developed on the expectation that if there’s an issue. its project website – www. daily tasks that anyone can do. Everything we do is focused on using our significant resources to innovate along those axes. are prime examples of the imaginative and innovative work Edison himself would have been proud of. analyze and deliver patient safety information back to member hospitals to help address common. and to make a difference in every part of the world.’ which really boils down to cost. i’M exPecting • keep track of everything that’s happening to you and your baby with 24/7 access to your information both from your phone and online. GE is using SAS Business Analytics to store. much less themselves. safety. including practical and fun mobile applications available for download. such as falls or wrong-site surgeries. Healthcare’s Performance Solutions1 team formed its own patient safety organization (PSO). GE’s sustainable business strategy. low-cost health care.com/sascom .” he continues. You don’t want to find out about an issue when it’s an event.“On average. for example. “The reason is that the culture of medical professionals is resistant to reporting on peers.healthymagination. to help optimize hospital facility capacity and asset management. but it’s about 300-to-1. sleep data and health data. efficiency and effectiveness of health care. knowledge and technology to deliver a broad array of health care solutions. the culture of reporting near misses is robust. Our strategy is called ‘healthymagination. quality and access. Morsel • morsel was developed to help people get a little bit healthier every day by suggesting simple. preventable medical events. � www. GE an aPP a day keeps the doctor away GE’s Healthymagination is guided by the principle that better health for more people is possible. now VP of ge ecoMagination $9 billion Americas region.” With its significant shoulder behind the advancement of universal solutions to help everyone gain access to quality.com 16 sascom second quarter 2011 www. recently promoted to Vice President of Ecomagination. we're seeing a tenfold increase in the number of events being captured by the Medical Event Reporting System. regarding near-miss events.” – Mark Vachon.” explains Vachon. “That’s the purpose every GE Healthcare employee wakes up and comes to work for – it’s an incredibly important purpose and it energizes us. In the US. “In the airline and manufacturing industries. its real-time clinical knowledge platform for bedside patient treatment.healthymagination.com – houses a variety of useful health-related content. it gets surfaced. sleeP on it • take control of your sleep patterns with this app that combines alarm clock functionality. forMer President and ceo of ge healthcare. but rather when it’s a near miss. leading medical facilities work with a PSO to report near misses and adverse events. and AgileTrac™.sas. Solutions like Qualibria™. “In the health care industry. to the Agency for Healthcare Research and Quality (AHRQ) – a federal agency for the improvement of quality.
It was developed at Columbia University and really does provide the best solution for capturing the level of detail required for effective analysis. named one of Time magazine’s inventions of the year when it was introduced. GE’s PSO members will collect and report patient event data securely over the Internet through MERS. MARk VACHON. Vachon points out.” he says. early PSO results have been more than encouraging. I think it’s incredibly important for hospitals to know they have partners they can trust.” explains Vachon. it would still be problematic. Hospitals will be able to access a database of de-identified data to generate prebuilt and customized reports to compare themselves to peers.” GE is leading the way with technological breakthroughs in patient monitoring. but hosting the event data in the SAS Solutions OnDemand Cloud Computing Center and profiling it are going to be real differentiators for us. Many hospitals still rely on paper. � www. GE’s magnetic resonance-guided focused ultrasound offers an alternative to invasive surgical procedures commonly used to treat uterine fibroids. share data and prevent future events. The second is analytics. providing analysis and insight that was not possible before.ge. we have that in the system we call MERS: Medical Event Reporting System.” explains Vachon. we’re seeing a tenfold increase in the number of events being captured by MERS. spreadsheets or first-generation event reporting systems. This is the basis for preventing future events.com/sascom second quarter 2011 sascom 17 . “There are three fundamental pillars for successfully attacking the problem of medical error. without fear of retribution among practitioners.” And. Building upon the natural properties of garnet.GE healthcare: IMaGInatIon at work As the world moves toward the “digital hospital. Former President and CEO of GE Healtchare a reVolution in woMen’s health care.html litigation. as well having the resources to collect and store large amounts of detailed data. “We typically think of SAS as the analytics part. We had to have a world-class company that lives and breathes analytics like SAS. Here are just a few: handheld ultrasound.com/products_services/healthcare.” According to Vachon.sas. making the world’s first high-definition CT scanner possible. so it can be accessed and analyzed using SAS Analytics. GE’s Vscan puts the power of ultrasound imaging technology in the palm of a doctor’s hand. Even if you could change the cultural dynamic. “On average. Our organizations have a long history in health care. turning x-rays into light.” With a history in the business process strategy Six Sigma. The problem is exacerbated by ineffective reporting tools. extract near-miss data and analyze it to find root causes. imaging and information delivery. That’s why we formed the patient safety organization. And the third piece is our consulting capability – to take data and turn it into real change. “The first is a bestin-class event reporting system. GE Healthcare and SAS are well-equipped to manage the data volumes needed for effective analytics that deliver statistical significance. which puts a cloak of anonymity around the information so that we can. “We had one hospital CEO tell us that she’s addicted to the system. I’m excited about the relationship we have with SAS in this area. GE scientists have created a new material. It gives her staff a chance to take action www. “SAS is providing two basic services for the PSO. there’s a certain level of trust that has already been built.
forMer President and ceo of ge healthcare based on real data. quality health care. it all has a connection to safety and quality – this is going to be the center of it all. “In terms of informatics.” he concludes. tracking. This level of optimization will ultimately provide patients with access to cost-effective. GEHC Americas is now led by President and CEO Marcelo Mosci.” he continues. As well.sas. cost-effective method of delivery. technology or asset management. Following the move of Mark Vachon to GE’s Ecomagination team. launched in July 2010 as an end-to-end knowledge solutions business.” n 1 The evolution of health care When asked for his vision of health care in the future. it will be part of a broader health care ecosystem for delivery and care. “Whether it’s patient workflow. “This is just one of many elements we plan to deploy against the very serious topic of patient safety and medical events. is a division of GE Healthcare.com/sascom-lifesaving Health care experts on analytics: www. And while it takes a sophisticated solution. Vachon ponders the question for a moment and says: “If you reflect on the origin of the hospital. “it will become more critical for information to follow a patient. dedicated to helping health care systems globally to reduce unnecessary waste and create safer. so that all caregivers in the ecosystem understand who the patient is and what’s been done. we couldn’t afford to. “One reason is the developing tsunami of chronic care.sas.sas. it was where all care was delivered. If someone had a minor procedure performed at a hospital.” aging global population. driven by disease manifestations and the Performance Solutions. more efficient patient care. transistorjq@me. Even if we wanted to care for all these patients in hospitals. knowing that and having the tools is a real liberator to making a difference.com/sascom .com/sascom-hcwebcast 18 sascom second quarter 2011 www. [author bio] John Quinn is a freelance writer who frequently contributes to sascom. Delivering care where it’s most appropriate will be important in terms of cost and quality in the future.” he continues. tracking. As a result. making sure that the right care was performed in the right facility became misaligned. led by President and CEO Jan de Witte. it may not have been the most appropriate. those structures have become quite costly over time. Administrators are provided a window into the complexity that’s involved with both near misses and events.“Whether it’s patient workflow. it all has a connection to safety and quality – this is going to be the center of it all.” – Mark Vachon. technology or asset management. While the hospital will certainly continue to play a vital role in the future.com �nline Lifesaving analytics: www. “We see the migration of patient care out of hospitals and into clinics and homes.
But for many marketing professionals. in theory. collected and stored requires analytics.com/sascom second quarter 2011 sascom 19 . And it’s this insight that marketers www. there’s a gap between theory and execution – and it’s getting wider every day. that gaining insight from the incredible explosion of new digital information being generated. Marketers know.sas.GaP 3 EssEntIals oF MarkEtInG analytIcs to takE you FroM thEory to ExEcutIon brIdGInG thE MarkEtInG E verybody’s talking about customer analytics and how it can help companies market more effectively.
blog and tweet reviews that can influence millions – and use spam filters to avoid marketing they don’t want to receive. If marketers don’t deliver product and service information to consumers that’s personally relevant. Some of the key attributes of foundation segments include: value. which leads to higher customer value and increased profits. and more loyal customers. marketers have to understand what they did in the past. and identifies customer segments that are most likely to respond positively or customers most likely to leave for a competitor. In this example. 20 sascom second quarter 2011 www. It enables companies to target groups effectively and allocate marketing resources appropriately. Consider what happens when a telecommunications company does a normal random marketing mailing versus a mailing based on predictive modeling. the company uses predictive ➠ deliver the right message by segmenting customers more effectively and better understanding target populations. ➠ Reduce campaign costs by targeting customers most likely to respond. timely and delivered via their preferred channels. two: Predictive modeling To know what customers will do in the future. This type of segmentation is useful for specific marketing programs and campaigns. risk and demographics. Here are the three essential components you need to get started: Targeting segmentation identifies customers with specific needs and preferences. All customers must be included. identification of the most and least profitable customers. Predictive modeling is also used to understand target group behavior. they’ll ultimately drive them away. Predictive analytics provide insight into the behavior patterns of a company’s best and worst customers. while helping marketers to identify the most appropriate marketing treatment to use for specific customer communications. organizations must base their marketing processes and strategies on an analytical framework.sas. ➠ decrease attrition by accurately predicting customers most likely to leave and developing the right campaigns to retain them. Analytics enables you to go beyond foundation segmentation to targeting segmentation. marketers can make better decisions to improve marketing outcomes. The goal is to use one or more predictive modeling techniques to identify target populations that are likely to respond positively to a specific campaign or marketing activity. The process involves dividing a customer base into groups of individuals who are similar in specific ways that matter in the context of your marketing programs. behavior. By having insight into customer attitudes. allowing you to execute more effective. profit. sophisticated campaigns with messages and offers that are highly relevant to recipients. attrition. It is focused on shortterm marketing activities that deliver highly relevant messages and offers to recipients.com/sascom . toP bEnEFIts oF MarkEtInG analytIcs ➠ increase response rates. The overall benefits of segmentation include: profitable campaigns that focus on customers most likely to buy a product or service. but each can fall into only one segment. There are two types of segmentation to consider: foundation and targeting segmentation.desperately need to keep up with today’s tech-savvy consumers as they comparison shop online. onE: Analytically driven customer segmentation Customer segmentation is a basic component of most modern marketing strategies. Foundation segmentation creates core segments that enable marketers to deliver consistent marketing treatments as part of a long-term customer strategy. customer loyalty and ultimately RoI by contacting the right customers with highly relevant offers and messages. including which customers are likely to leave. profitability and risk. Not all customers may be included and customers can fall into multiple segments. To be effective in this new environment.
100 90 80 70 60 50 40 30 20 10 0 Percent likely to attrite 72% 62% 48% 30% Targeting the top 10% of customer base captures 30% of those likely to attrite marketing strategies and tactics.com/sascom-mktguide Marketing analytics webcast: www. solve more business challenges and. improved channel effectiveness and reduced spending. It also means fewer deleted e-mails and fewer unwanted direct mail solicitations. For example.modeling to generate the graph below. get more insight from customer data to drive optimal marketing performance. Marketers need optimization. • Stronger customer relationships by understanding the target population and conveying messages that are highly relevant to it. The graph also helps the marketing department focus its retention activities on key target segments (and save the money to spend elsewhere). With an integrated analytical framework for customer intelligence. companies can’t afford not to employ analytically driven quEstIons you can answEr wIth PrEdIctIvE ModElInG Why will my customer leave? When will my customer leave? Who can we retain? Who will buy? What will they buy? Which product will customers buy next? When will they buy? PREDICTIVE MODELING can show how many customers have a high likelihood of attrition so that marketers can intervene. profitability. Factoring in and weighing all of these variables requires far more than just experience and human intuition. by taking into account things such as customer preferences. a technologybased solution that applies mathematical techniques to maximize economic outcomes by making the most of each individual customer communication. which analyzes the first decile of customers (the top 10 percent by revenue) and shows that 30 percent of these customers have a high likelihood of attrition – a key group of customers for any company to focus its retention efforts on. propensities. Targeting offers will effectively lead to higher response rates.sas. Failing to target funds in this way leads to diminishing returns – but getting it right means the telecommunications company benefits from: • Increased response rate by contacting the right customers. budgets and customer contact policies – and internal politics can make decisions about which campaigns to send to which customers very difficult. marketers can make smarter decisions.sas. costs and contact policies. ultimately. by using what-if analysis.com/sascom second quarter 2011 sascom 21 . • Reduced campaign cost by selecting the customers most likely to respond. In addition. managing multiple marketing programs against constraints – such as channel capacity. optimization analytics can help increase organizational efficiency by quantifying where changes in staffing and budget will really pay off. Given the rapid changes occurring in the world of marketing. marketers can increase campaign ROI by analytically determining the right offers for the right customers. thrEE: Marketing optimization technologies Issues such as competing divisional business goals. n 0 1 2 3 Customer base (deciles) 4 5 6 7 8 9 10 �nline Marketer’s guide to analytics white paper: www. where money is being left on the table or where there is any unused capacity.com/sascomd-mawebcast www.sas. especially for multiproduct companies.
Look to the leaders and learn from them. allowing IT to “outsource” reporting to employees and users. Travel website Expedia told Las Vegas attendees how they use “up to the minute analysis” to optimize the way customers’ search results are sorted. “Listen using social media scanning tools. and empower users. there’s a strong correlation between the use of analytics and better business performance.sas. In the meantime. empower employees. and the chances of making a bad decision go up significantly. a virtual “Who’s Who” list of business. The result? Increased bookings.com/sascom . Pick areas that can show immediate results. you have to raise productivity.FroM thE PrEMIEr busInEss lEadErshIP sErIEs listen up toP 10 lEssons T 1 2 3 4 5 6 7 8 hey met in Berlin. the world’s foremost social media experts. Marketing is a great place to begin. Build your social media strategy around three types of activity: listen. Market share is the name of the game. If you weren’t able to attend in person. informative and responsive content. And if you want to get market share. it is still possible to make bad decisions. technology and government leaders: the first female US Secretary of State. Use data to determine which customers to include in your next campaign. the Chief Advisor for the China Banking Regulatory Commission. But with poor or no information. chairmen.” said economist Sung Won Sohn in Las Vegas.” to make the transition to an analytic company. connect by commenting on blogs and participating in conversations. We no longer assume the way it’s always been done is the way we should be doing it. 22 sascom second quarter 2011 www. three tips for doing more with less in it: rationalize and standardize. ‘Provocative’ is our new buzzword. celebrated CEOs. “Move forward one department at a time. here are 10 gems worth repeating: engaging consumers via social media is key. publish useful. You have more information about your business than ever before.” said SAS CEO Jim Goodnight speaking to attendees in Las Vegas. best-selling authors and more – all to share vital information and lessons learned from centuries of collective business experience. analyze often. use it to outthink your rivals. promote the results and build momentum in the organization. you can still see presentations and interviews online (see links at the end of this article). One CIO shared with audiences in Hong Kong how his organization standardized on SAS for business intelligence.” best-selling author Tom Davenport told attendees in Berlin. the Chief Economist for the Australian Trade Commission. connect and publish.” Chris Brogan told Las Vegas attendees. analyze early. start with one line of business. Starbucks engages its customers to learn what works and doesn’t work in its stores. “Even with the right information. This in turn has allowed IT to focus on high-level analytics. Wet Seal uses mobile applications to engage the teen market. Hong Kong and Las Vegas. “Businesses need to use their cash to improve technology and buy software to raise productivity. Question what you’re doing and why you’re doing it. A retail CEO in Hong Kong shared his company’s philosophy: “There’s no one thing we can do that would sink the ship. and we’re questioning everything. you’re relying on intuition and luck.
“There must be a customer base.com/sascom-berlin Hong Kong –www.9 avoid using technology for its own sake.sas. “This was why so many of the dot-com companies failed. their other organizations and other industries. learn from them.sas. Instead.” 10 continue to learn and network.sas. Ask yourself: What are they doing today that we could be doing tomorrow? n �nline The Series 2011: www.com/sascom-hongkong Las Vegas –www.sas.com/sascom second quarter 2011 sascom 23 . always develop products that solve real customer problems.com/theseries Video. Attend conferences where you can meet other leaders. Products must solve real problems.” observed one CEO attending in Berlin.sas.com/sascom-lasvegas www. photos and more from The Series 2010: Berlin – www.
com/sascom .sas.for life kEEPInG you covErEd Max new york life knows how to build on existing relationships 24 sascom second quarter 2011 www.
“Getting that single view of the customer meant pulling all of our data into a unified data warehouse. Address and contact data in India is notoriously inconsistent. which was vulnerable to exceptional levels of churn.” Karthikeyan explained. “Sales cycles to existing customers are faster. As a result.” said Anisha Motwani. its sweeping 54-foot diameter by 32-foot height can provide cover to about 200 people. “First. we needed to ensure we knew the correct addresses and phone numbers. Chief Marketing Officer.In the first quarter after implementing SAS®. just like life insurance which provides protection from uncertainties of life. and the right execution. Plus. “But beyond just keeping them. we want to expand our relationship with them – our share of wallet. This record-setting collapsible umbrella is almost as wide as the dome of Taj Mahal and as high as a three-story building. “The largest umbrella in the world justifies Max new york Life’s tagline of ‘Karo Zyaada Ka iraada. PhD. We were eager to get momentum in these areas. by selling more products and services.sas.” Karthikeyan noted. sales to existing customers jumped to more than 20 percent. Head of Business Intelligence and Analytics.com/sascom-photo not just retention – expansion Previously. a joint venture of two leading global businesses (Max India Limited and New York Life International). Since its inception in 2000. we’ve found that the retention probability for a customer goes up 300 to 400 percent once they make a second purchase with us. fast-growing Max New York Life (MNYL). we improve the likelihood that the customer will remain with us.’ (‘in partnership with you for life to get you more’) it also signifies protection from uncertainties of weather. These are mutually beneficial aims because. since it would be a more profitable way to grow our business. high-margin revenue from cross-selling has tripled.com/sascom second quarter 2011 sascom 25 . strategic decisions. Max New York Life has access to the right data. Max new york Life insurance. addressing the quality of the data was essential for executing our selling initiatives. “and the average premium amount is often 30 to 40 percent higher. has adopted SAS technology to help strengthen customer retention and cross-selling to a tightly segmented customer base. so to make cross-selling feasible. we wanted to be able to identify our best customers and ensure we take appropriate steps to retain them.” Achieving these ambitious targets started with one important objective: a centralized repository of customer data. � www. MNYL found that a mere 7 percent of new revenue came from cross-sales to existing customers and only 1 percent of customers owned two or more MNYL policies. even as it continues to grow. But. there were two major challenges. from a tactical level. With SAS as the heart of its marketing process.” www.” raIny day covEraGE Max new york Life insurance earned its place in the Guinness Book of World Records for creating the world’s largest umbrella. they still represented an important opportunity for improvement.sas. MNYL has recognized that. “We’d then need to give our business users the right analytic tools to make good. the right models. According to Nagaiyan Karthikeyan. the greatest revenue opportunity lies within its current customer base. I n India’s recently liberalized life insurance market. While those figures are consistent with a fast-growing enterprise.” he said.
clean data. Senior executives need to optimize business performance through quantitative measurements and fund and prioritize analytics projects. you need a system that can provide senior management with timely data and insightful analyses. Another option is to train internal staff or hire contractors. That’s a level of agility that we directly attribute to SAS. That’s what SAS has been able to provide our organization. we’re executing 60 separate campaigns a month. Earlier. “This has been an ideal solution for Max New York Life.” Through this broad initiative. build models. garbage out.” he said. their propensity to buy. don’t place your new analytics team under iT or a Bi unit. But now we have the data to back up that intuition. Before you purchase BA technology.” and nowhere does it apply more than when prepping for an advanced business analytics software project.” Revealing business insights According to Karthikeyan.to fact-based decision making requires business analytics (BA). Our senior management team is very pleased with that performance.sas.com/sascom-bake 26 sascom second quarter 2011 www. and we see their demographics and previous transaction behaviors. and their propensity to lapse. If you’re in an environment that changes constantly. “Before.sas. “SAS shows us the business insights more clearly. For instance. and now we can act on this knowledge with confidence. Because of these predictions and forecasts. “We might have hunches and ‘gut instincts’ on what we should do. sales to existing customers jumped to more than 20 percent.sas.” Karthikeyan said. 3 Structure the team. we needed at least three weeks just to build a model. we think we can get that number closer to 25 or 30 percent. Now. SAS has made a fundamental difference in the success of Max New York Life. where the decisions you made three months ago are no longer valid. we can build and run a model in two days. SAS is removing a lot of the guesswork. � www. so hiring analytical talent can be costly. we conducted two broadly targeted campaigns each quarter.” n �nline Q&A with Max New York Life execs: www. MNYL turned to SAS. What’s more.com/sascom-baebook precision.sas. only 7 percent of revenue came from existing customers. with these tightly defined customer segments. their propensity to pay. Previously. The company acquired a suite of SAS solutions. “SAS is the heart of our marketing process. We’ve all heard the phrase “garbage in. “Depending on how the macro economy performs.com/sascom . We’ve identified about 25 separate cells. SAS helps us ask the right questions and get the right answers. there are four steps you should consider: 1 Start at the top. our lowest 9 percent of our customer base only contributes 1 percent of our revenue – that’s something we didn’t know before. we’re able to target our customer segments much more logically and granularly. campaign management and rapid modeling. 4 Get your data in order.com/sascom-qa Business Analytics Knowledge Exchange: www. analyze data sets.” One of the key advantages that SAS provides is improved speed and 4 stEPs to fact-based decisions A shift from gut. and manage campaigns. That lets us tailor specific cross-sell offers and script different contact scenarios based on their value. “In the first quarter after implementing SAS.” said Karthikeyan.SAS®: The heart of the marketing information flow Seeking the right technology foundation to aggregate and clean the data. MNYL has achieved remarkable improvements in retention and cross-selling. These are the types of things that never would have come to light without SAS. “Now. 2 Focus on the talent.” he said. Analytics experts say that most successful analytics initiatives take a decentralized approach. and I would strongly recommend it to other enterprises. “We use it to clean our data and pump the right information to the right people at the right time so that they can make the right decisions. demand is high and supply is low.
Manager of Statistics for Organic. I’m wondering – as a digital marketing agency – was social media marketing and measurement a natural transition for you? prantner: From a marketing point of view.sas.com/sascom second quarter 2011 sascom 27 . Here.going social thE orGanIc way FroM sEntIMEnt analysIs to PrEdIctIvE roI. Organic has a long history around marketing mix work with direct-response mediums. Manager of Statistics for Organic www. social media is the next logical extension for us. Jonathan Prantner. explains how statistical methods like sentiment analysis and velocity and acceleration calculations inform his clients’ digital marketing decisions. Jonathan Prantner. A lot of traditional marketers’ heads are still spinning over this new era of social media engagement. dIGItal advErtIsInG aGEncy orGanIc GIvEs clIEnts socIal MEdIa MEasurEMEnts that MattEr W hat if you could predict – within a day or two of launching it – what the long-term results of your social media campaign would be? What if you could use that prediction to direct and improve the campaign on the fly? Organic is helping brands do just that with SAS Analytics.
we’re able to relate the height of that spike to the ceiling that you’ll eventually see from that spike further on down the line. Take a Facebook ad. photos. based on what the overall goals are.com/sascom . online newsletters. President of new Marketing Labs. � www. For any campaign. you can use these measures to course-correct. But we don’t know what value it provides. For example. At the point when you examine results and you’re able to see spikes in your increase. It looks at the rates of change in how your social media imprint is growing. we’re able to judge the long-lasting impact and predict how it will trail off in the future. PUBLiSH useful. Social media measurement is tricky in much the same way that tracking how TV advertisements relate to sales has always been tricky. clients can see how they’re gaining or losing compared to competitors. If your competitor had a market increase this month. informational and responsive content via blogs. Using responses to measure your impact helps you calculate a real-time impact to see how marketing efforts are affecting brand awareness and consideration. Essentially.com/sascom-brogan model that was mentioned in MIT Tech Review. It makes the conversation a little more equal when sitting at the table with other marketing partners. Since we have a laser focus on the interactive piece. As a digital agency that seamlessly blends creative and predictive intelligence. Track the sentiments in conversations. you look at the cumulative social imprint and look at first and second derivatives. When doing PR activities like events. What concerns do your clients have about adding social media to their marketing mix? prantner: People are definitely more excited about it. When we see the spike.Social media offers an outlet for branding messages and brand experiences that don’t have an immediate impact on purchases. If you get a spike in new fans or likes the first day. We know we need to do it – but we don’t know what it means. we can see which social metrics are driving that.sas. you’re able to capture that for computation as well through social sites. Historically. It’s interesting. we have carved out a space for ourselves. However. slide decks and videos. 28 sascom second quarter 2011 www. we can use the same model to judge the success of that event not just based on that day but on the long-term impact of the event. Clients are treating social media much the same way that traditional media was treated in the past: “It’s great.” Has your focus on digital measurement given you an edge over other agencies? prantner: I definitely think it has. which allow you to gauge those changes in awareness.sas. measuring awareness-building activities and tracking how they affect your brand has relied a lot on surveys. how many customer service complaints are you finding via the Web? COnnECT by commenting on blogs and participating in conversations – and not just to hawk your product or service. What other ways are you using SAS to measure social media campaigns? prantner: Another method we’ve developed with SAS is to use interactive and social media sentiment measurement as a proxy for consideration. recommends building your social media strategy around these three activities: LiSTEn using social media scanning tools to find out what people are saying. If you’re able to measure your imprint and your Web traffic. but measurement and ROI are big issues right now with clients. But they’re generally very slow-moving and one-off processes. Tell us about the velocity and acceleration social media bEst PractIcEs Chris Brogan. We then distill that down into an overall consideration score. that’s where we put effort on the way we tell our story. social media allows for much more reflective and reflexive measures. prantner: That model is something that’s fairly straightforward.
we were able to link online consideration scores to the leads and inquiries that were generated by them.sas. tAke ACtIon. Changes in customer habits helped inform the client’s marketing plans. You just need code and a different way of looking at something than what you had originally thought. number of friends. closed-loop process.) and unstructured data (free-form text in comments. but you do have to know what and where to invest.). So. How do your social media metrics compare to your closest competitors? To performance last quarter or last year? PICk An AnAlytICAl tool AnD ConDuCt ReSeARCh. yet it’s all self-contained. but the ability to sit in presentations from different industries and learn from what they’re doing. audience and market. This knowledge determines which channels to focus on. even just trying to capture the spread of a message. AnAlyze ReSultS AnD gleAn InSIght. unique visitors.com/sascom second quarter 2011 sascom 29 . followers. blogs.sas. DefIne the metRICS.sas. This measurement helped influence the discussions about sweepstakes and the usefulness of those programs.com/sascom-smmetrics www. DeteRmIne whAt you ARe BenChmARkIng AgAInSt. � www. etc. etc. and that outside perspective just fits perfectly for how we’re looking at customer life cycles in a different way. offers and online content to provide. comments – metrics will vary by goal. Everything from Google to market basket analysis gives you a starting point. and estimated what lead volume competitors were receiving at the same time. Mine useful insights from structured data (hits. not only through SAS user groups. Then. CEO of KdPaine & Partners. you may use one tool to deal with multiple social media and interactive touch points and then another for removing correlations between those touch points and looking at causes. meASuRe AgAIn.Can you provide an example of how this works? prantner: With a homebuilder client. the goal determines the metrics. how important is the flexibility that you get from SAS? prantner: The great thing about SAS is that it’s so powerful and has such a broad offering. what tone of voice to adopt. you can use a different area of SAS to develop models for ROI and another for forecasting models.com/sascom-10sma Social media’s business value: www. dEFinE THE inVESTMEnT. Once you build your data sets.com/sascom-smpanel sEvEn stEPs to effective social media measurement Katie Payne. you can slice it in so many different ways without having to switch from one software package to another. and what types of responses. That’s one of the great things about working for something as broad as the consumer life cycle. You’re able to have all these tools at your fingertips to develop distinct models for each part of the process. do this in a continuously improving. Click-throughs.sas. Social media is not free. We were able to find that relationship and helped compare this with competitor sites. As in traditional media. Given all the different scenarios in a digital advertising agency. One of the main things we learned is that one of their competitors had artificially propped up their scores in a way that wasn’t sustaining because it was driven by sweepstakes. Sometimes I hear how the Census Bureaus or medical research companies are using SAS. unDeRStAnD youR AuDIenCeS AnD whAt motIvAteS THEM. The other great thing is all the SAS user blogs and the wide reach of SAS. shares battle-tested steps to an effective social media measurement system: 1 2 3 4 5 6 7 DefIne the expeCteD ReSultS. tweets. n �nline 10 things you can do with social media analytics: www. The payback can be tremendous.
Using SAS. Jaypee Group uses SAS to determine the best mode and route for shipping products. it used that information to consolidate its procurement spending. � www. Singh. Wet Seal knows which stores attract a lot of size 10s and which stores’ clientele favor size 4s.9 to stEal great ideas SIze up youR CuStomeRS margins and happier customers. Estonia’s largest telco.com/sascom-skanderborg 30 sascom second quarter 2011 www. reducing its overall bill by 13 percent or US$11 million.’ see which of these blockbuster ideas you can put to work At fashion-forward retailer The Wet Seal.sas. “The net ROI is huge – it’s automated decision making in real time. better AutomAte youR mARketIng Using an integrated solution for predictive modeling.’’ says Jaypee CFO R. having the right size in stock is critical because their inventory turns over two to three times faster than traditional retailers.B.com/sascom . � www. More importantly. Result: Fewer empty shelves.sas. � www. fewer markdowns. marketing automation and digital marketing.com/sascom-elion OPTiMiZE LOGiSTiCS foR BetteR mARgInS To counter rising transportation and fuel costs related to cement production and sales in India.sas. � www. Elion.com/sascom-wetseal ‘Good artists copy.sas.com/sascom-jaypee put puRChASeS unDeR the mICRoSCope The Skanderborg District Council in Denmark used analytics to discover that employees were buying ink cartridges and toner from 25 different suppliers. Great artists steal. grew average revenue per customer by 9 percent and reduced churn by 10 percent – while slashing its marketing budget by 40 percent.sas.
AnAlyze In houRS. In a pilot program. � www. not DAyS By analyzing sales patterns from more than 50 million records. Expected ROI: $7 million.sas.sas.com/sascom-cjinternet exAmIne SoCIAl netwoRkS to StAmp out fRAuD Fraud among daycare providers and welfare recipients who enrolled children in nonexistent day care centers cost Los Angeles County millions a year.com/sascom-lacounty get youR DAtA on DemAnD Medical supply distributor McKesson has increased productivity and creativity by using SAS OnDemand to manage its data. Replenishment time from logistics center to retail outlets has dropped 20 percent. � www.sas. RIght plACe. balanced product distribution and boosted customer satisfaction to 97 percent. the bank is spotting potential problems before they turn into losses.com/sascom-mckesson pReDICt pRoBlemS BefoRe they BeCome loSSeS Which customers are likely to default? Bank Islam wanted to know the answer before loans went sour. Now analysts can quickly advise the business on critical topics like customer loyalty instead of spending time on tedious data preparation. and producing regulatory and management reports quickly. the county used analytics to successfully identify fraudulent activity by looking at applicants’ social networks to spot patterns of fraud and collusion. With SAS Credit Risk Management. direct-selling giant Amway China has cut stock levels. � www. improving the asset base.sas. pricing products and services more competitively. � www. CJ Internet decides what types of games to offer its subscriber base. RIght tIme.com/sascom-bankislam RIght pRoDuCt. Using SAS.sas. RIght CoSt With predictive analytics.sas.com/sascom-amwaychina www. the company can now analyze data in one hour (versus three days) and can stay competitive in the rapidly evolving online gaming world. � www.com/sascom second quarter 2011 sascom 31 .
sas. discuss the role of social innovation in the public sector. Executive Vice President of SAS Europe. Carl Farrell. Africa and Asia Pacific 32 sascom second quarter 2011 www. ideas and organizations that meet social needs of all kinds – from working conditions and education to community development and health. Africa and Asia Pacific. Executive Vice President of SAS Americas. Middle East. and Mikael Hagström. Middle East. In this interview.social innovation In thE PublIc sEctor sas execs carl Farrell and Mikael hagström on how governments around the world are using analytics to build a stronger future S ocial innovation refers to new strategies. carl farrell. Executive Vice President of SAS Europe.com/sascom . Executive Vice President of SAS Americas Mikael hagströM. concepts.
By social innovation 2. The ultimate goal is to meet citizen needs and expectations with less waste. Analytics and fact-based decision making must be leveraged to help governments reduce costs. and major reforms in education and health care – all coupled with falling tax revenues and shrinking budgets. Are there specific social issues and approaches that well developed economies like North America are still struggling with? farrell: In the US. and empower individuals and the organization. These include mounting program costs. What opportunities and challenges do you foresee for government leaders as they tackle social innovation? hagström: Their challenge as leaders is to focus on being proactive. and in Sweden. increased demands for government services and an improved quality of life. It is my belief that analytics will open the door to the digital age. real-time dialogue with each and every citizen. As we enter the digital age. they’re improving patient safety and reducing health care costs. demands for improved infrastructures. I mean an era where the use of analytics in government can provide individual. analytics will become the great enabler for social innovation 2.0.0 and government transformation. departments and ministries are responding to the volatility in different ways. social issues such as education reform. work more efficiently. reduced leakage and more efficiency.com/sascom second quarter 2011 sascom 33 . many states and school districts are now using value-added assessment to measure the effectiveness of schools and districts on student performance. governments around the world are facing many similar issues. transparency and the rebuilding of trust. But some leaders and governments are using this period as an opportunity to build for a stronger future. most states face deficits in the billions of dollars. streamline processes and ensure programs and budgets are benefiting citizens. and reliable tax refunds and a fair auditing process have improved citizen trust. Los Angeles County uses SAS to fight child care benefits fraud. to address these challenges? hagström: Government leaders are doing their best to predict future needs and trends. to a deafening level. they’re reaching climate neutrality. On the education front. Analytics enables governments and organizations to increase their effectiveness. North Carolina expects to save $25 million by fighting Medicaid Eligibility fraud with analytics. in Denmark. The flood of feedback is currently impossible for www. There is fear that will lead to extensive job losses and further damage the economy. even if those actions negatively affect service levels or the country’s competitiveness. aging populations. as stimulus money wanes. and prepare to better support citizens whose needs will undoubtedly increase. What are governments doing. Some countries are responding by halting programs or instituting cutbacks to alleviate anxiety. It’s about using analytics to drive true insight into the needs of citizens. they’re slashing purchasing budgets. farrell: In California. These governments have started to capitalize on the digital economy and are using data to make decisions.sas. with a focus on increasing efficiency without compromising effectiveness. mobile devices and organizations being inundated with data beyond their previously imagined capacities to store it. the government is predicting national energy use and reducing tax fraud. Can you each give examples of governments that are using analytics to address some of these issues? hagström: In South Africa. And these are just a few examples of the amazing results we’re seeing. with everybody carrying networked. pressure for government efficiency. but as the pressure mounts. and to re-imagine current challenges as opportunities to build a better future. Inevitably. Closer interactions with citizens and a better understanding of citizen data can accomplish these goals while amplifying the voice of the citizen and making it easier for governments to capitalize on citizen ideas. for better or worse. public assistance and health care could suffer. In Canada. farrell: Mikael’s vision is spot on with what we see in the Americas. North Carolina is also increasing the safety of its citizens through a criminal justice and law enforcement data system that has already led to several arrests and increased efficiencies. the Institute for Health Information uses SAS to create reports and analyses that help legislators gain a fuller understanding of key health care issues. In Latin America.What major social issues are governments facing in the wake of the economic downturn? hagström: Overall. agencies. one goverment has reduced the tax return evaluation process from months to one week. A resultsoriented approach to governing will be a priority for governments all around the world. in The Hague. Transparency efforts have definitely amplified the voice of the citizen.
and improve overall efficiencies in serving citizens. This provides an opportunity to apply technologies that analyze structured and unstructured data from all sources. public health. Law enforcement. but also transform the public sector and prepare local economies to be more competitive – and do that in an inclusive and transparent way that builds trust and faith in the future. Better-coordinated disaster relief. social services. 10 or 20 years hence. With these insights. etc. To do this. Any final thoughts on this topic? hagström: The most important thing is not only to capture information and knowledge about citizens but also to use it wisely and fairly to take action and make improvements in society. As the global economy evolves and opens the door to what might become a new digital economy. Text analytics.sas. farrell: Of all the industries SAS serves. tailored individual medical treatment options and analysis of citizen sentiment to empower policy-making are all happening in some form and will be improved in the near future through data integration and analytics. much less engage in real-time dialogue. but is essential to protecting citizen information. the public sector is in the best position to use analytics to make real. courts. n �nline Download SAS special report on government: www. criminal justice agencies and fusion centers are sharing data as never before. leading to more arrests. you can learn from the solutions that the private sector has already implemented using analytics. and the food supply chain to rapidly detect emerging health threats and improve dayto-day situational awareness.sas. farrell: I think many of the great social innovations will be powered by data integration and analytics. There will be advanced bio-surveillance systems that integrate data from the environmental. and that resulting regulation is pragmatic and embracing while also eradicating deficits. governments bear the greatest burden in functioning as responsible stewards of data. positive change in peoples’ lives.government to take in and respond. and is fighting needless internal battles just playing catch-up. Information is power. exposure of criminal networks and a safer public. government leaders can not only remove current performance deficits. that the quality of life improves. animal and human clinics.com/sascom-govtsuccess 34 sascom second quarter 2011 www. but reduce deficits. that appropriate responses are planned for changing demographic challenges. and a key opportunity for the government sector will be to use its information more effectively. but also the ones that will exist five. Obtaining the right information at the right time is not only helping to identify crime “hot spots” but even stopping a crime from having ever been committed.com/sascom . The easiest way to earn that trust is to have early successes – successes that not only lead to improvements in quality of life. licensing. risk management and preventative maintenance are all solutions that private companies have successfully deployed and governments can emulate through public-private partnerships and innovation. natural language processing. Individualized customer interactions in real time. it will need technology that ensures information is being managed to its maximum potential. Analytics can serve as the entry point for capitalizing on data that is already available.sas. However. including mobile devices and the Internet. forward-looking laws and regulations must be in place that not only consider today’s data challenges. ensuring proper levels of privacy and earning the trust of the public. So much can be accomplished just by breaking down walls between data holders. Thoughtful.com/sascom-govtrep Government agencies using analytics: www. Governments can gain a holistic view of all the ways they touch a person – taxes. What social innovations do you both predict – or hope to see? hagström: What if we could improve preventative health care measures and allow patients to stay out of hospitals longer with an improved quality of life? What if we could be more proactive with our supply and demand of energy on a micro level to allow for increased consumption while also reducing production? What if we could treat terrorist threats the same way we treat financial fraud and reduce airport screenings the same way we deny credit card transactions? In these and many other areas of government. leaders must ensure that citizens remain safe. supply chain optimization. It will be critical for government executives to have the right tools so that they can gain value from the information and drive social innovation. This will help agencies reduce fraud and redundant services. Government is far behind almost every other industry. This sort of visioning is difficult to capture in legislation. sentiment analysis and social network analysis can all offer insight with regard to many social and political issues.
1 on Fortune’s 100 Best Companies to Work For list.com/sascom-tapscott A MILLION LITTLE DECISIONS Tips on improving decision making from analytics expert James Taylor.sas.sas.com/sascom-harvard Customers gain the most powerful.sas. mega-trends and digital marketing.com/sascom-assetlink GOVERNMENT INSIGHTS Special report on challenges – and opportunities – for using analytics in the public sector. � www.sas. � www.com/sascom-govt IT’S SWEET TO REPEAT SAS is again No.com/sascom-fortune THE FuTuRE OF FRAuD DETECTION CNA insurance companies use SAS to detect fraud networks across multiple claims.sas.sas. Macrowikinomics.com/sascom-decisions www.�nline » OuR FAVORITE WEB RESOuRCES SAS ACquIRES ASSETLINk THE NEW CONVERSATION Harvard Business Review study shows how companies are taking social media from talk to action. � www.sas. � www. � www. � www. � www.sas.com/sascom-fraud MARkETING IN THE AGE OF MACROWIkINOMICS Best-selling author Don Tapscott on his latest book. comprehensive integrated marketing management platform on the market.com/sascom second quarter 2011 sascom 35 .
are not affiliated with.com/sascom . Finally.. February 7. If you set up a culture of trust and respect.com/sascom-fortune 36 sascom second quarter 2011 www. as I’ve been talking to colleagues and reading employee reactions to the news." • "Best place ever to work. when Fortune honored SAS with the title. Reactions on social media sites are especially strong and characteristic of the pride that SAS employees have for this company and the work they do here. employees are saying: • "Still Crazy Good.." • "We have a work environment that lets us get our jobs done with fewer distractions.the Best of Blogs » BLOGS.1 on the Fortune 2011 Best Companies • "I will personally tell you that one of the greatest benefits is not all of the perks. We have the same faith that employees will say positive things when they fill out the surveys from Fortune magazine (two-thirds of the award ranking is based on employee surveys). Goodnight. providing help where needed and acting as brand ambassadors on Twitter. In Other Words: Blogs. those same attitudes will be reflected in the way your employees represent your company online. and is used under license. 1 on the Fortune list for the second year in a row I f you follow SAS news at all. and do not endorse prudcts or services of. less time away. Thank you Dr.sas.COM why the Fortune 'best companies to work For' award matters in social media Jim Davis shares employee reactions to SAS ranking No. 2011 © 2011 Time Inc. I’m struck by the level of sincere enthusiasm that employees are expressing about the award.sas. 1 place to work: www.com/jimdavis Fortune’s No. and proud to represent SAS online and off. employee bloggers told personal stories about what the award means to them: JIM DAVIS. I'm convinced that workplace recognition and revenue growth are not coincidental." On the SAS blogs." • "Congratulations and thank you for your vision which continues to make SAS so successful. FORTUNE and Time Inc. That means we can focus on delivering better software to our customers. Licensee. The quotes I've read online from our employees over the past few days say it all. to Work For list for the second year in a row. n From FORTUNE® Magazine. and social media makes that even more transparent. Every day. FORTUNE is a registered trademark of Time Inc.. Last year. our employees are answering customer questions. you probably noticed that SAS ranked No. and allows us to individually influence decisions that make us the best analytic partner we can be for our customers.after all these years! 18 for me and it keeps getting better. On Jim Goodnight's Facebook fan page. SAS �nline Jim Davis’ blog. and less stress. They're excited to do it. play. explaining why employee perks really matter and how they contribute to the bottom line success of SAS. LinkedIn and many other sites in the same way they talk about the Fortune award. and be creative. This year." I've talked a lot in my blog about the importance of trusting employees to participate in social media channels and to represent your brand fairly and honestly in open forums.SAS. SAS continues to prove year in and year out that treating employees well is good business. but that SAS fosters a culture that thrives on collaboration and innovation.sas. I provided my "so what?" perspective.
Data optimization. Presented by SAS and all other SAS Institute Inc. NEW! Credit scoring. Analytics 2011 topic areas include: Data mining. abstracts and special events at www. Other brand and product names are trademarks of their respective companies. networking and hands-on training.conference series Analytics2011 October 24-25. SAS Institute Inc. Forecasting. Text analytics. in the USA and other countries. ® indicates USA registration. Marriott Hotel Orlando.W. 2011 J. Data visualization. Copyright © 2010. View an up-to-date list of speakers.com/analyticsseries. product or service names are registered trademarks or trademarks of SAS Institute Inc. Fraud detection.sas. FL Looking for the latest trends in analytics? The Analytics 2011 Conference has them! Join hundreds of analytics professionals for two days of insightful sessions. All rights reserved. Predictive modeling. S62079_0910 . NEW! Operations research.
All rights reserved. streamline investigative resources and prevent losses. www. product or service names are registered trademarks or trademarks of SAS Institute Inc. Insurance.to detect fraud faster? ® You can. Other brand and product names are trademarks of their respective companies. in the USA and other countries. Government and Health Care What if you could analyze 87% more data in the same time you do now .0211 . ® indicates USA registration. monitor and analyze more data with greater accuracy – to keep pace with the rising volume of cases to manage. © 2011 SAS Institute Inc. S66542US. SAS gives you The Power to Know.SAS® Fraud Management Detection and Alert Generation | Social Network Analysis | Case Management Targeted Solutions for Banking. SAS Fraud Management software helps organizations process.sas.com/fraud for a free white paper SAS and all other SAS Institute Inc.
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