Transcript Dimensions & the SPSS MR Data Model

Bridging the Gap Between
Technology and Research
PMRS-Ottawa Breakfast
October 9, 2002
Nancy Morrison, SPSS MR
Taking research to a new dimension
• Evolution of Market Research
• Dimensions Technology Platform
• Objectives
• Application & technology infrastructure
• SPSS MR Data Model
• Web Portals
• Data Mining and Predictive Analytics
Evolution of Market Research
The Dark Ages:
Pre 1960
“Test the Air”
The Revolution
Begins…
Focus Groups,
Telephone
Surveys
1970’s
1980’s
CATI Systems
Mass Marketing
1990’s
Web Surveys
Paper & pencil
counts
Batch tabulations
PC’s & Charts
Data Warehouses
OLAP, Stats get
easier!
Evolution of Marketing
Market Intelligence Today
• More and More Market Surveys
• Untapped Corporate Data Bases
• Industrial and Market Globalization
• Internet Driven Data
• Increased pressure for profitability and
ROI
State of the Industry
• Targeted marketing
• International-multiple language & multiple mode-
projects
• Advanced analytics
• Marketing Information Portals
• High-end, integrated data systems
An “operating system” for end-to-end
Marketing Support Systems
Tools for implementation of…
• Next-generation, multi-mode data collection
• Sampling & customer information management
• Data management, processing and delivery
• Business Intelligence applications
Seamless integration across component applications
Dimensions & the
SPSS MR Data Model
Don’t be constrained by your software!
The vision of Dimensions
But first, “Why?”
• Synthesis of collected product suites
• Stop pushing the boulders up the hill
• Platform, not just applications
• Innovate or step aside
Dimensions application objectives
• Easy to use
• Feature rich & high quality
• Customisable & extendable
• Integrate with other data formats / software
applications
• Multilingual
Dimensions ideology
• Open
Standard and Extensible (SDK)
• Scalable
• Integrated
• Global
The next dimension is here…
• Interview in multiple modes
• Free up your workflow
• Work with data in any language
• Create custom applications or interfaces
• Differentiate yourselves from the competition
• Maximize the value of research throughout the
enterprise
Integrated, multimodal & end-to-end
• Data is at the heart of both research operation
and meaningful business decisions
• Every aspect of the research process is covered
• Execute surveys in multiple modes with central
data capture and analysis
SPSS MR
Online – ASP
& online
research
services
Free up your work flow!
• Modular & customizable system eliminates
dictatorial step-by-step process flow
• Feed & access central data source
simultaneously
• No constraints, no limitations
Open wide…!
• Work with SPSS, competitor, proprietary and any
other data formats
• Advance research data throughout the enterprise
• Extend the software to your specific needs
Technical strategy
• Win32 operating system
• NT, Win95/Win98, Win 2000, XP, CE
• MS COM components, .NET
• Component Object Model
• Browser-enabled applications
• Where applicable
The products
Publishing
SmartViewer
WebApp
OLAP
mrAuthor
WordParser
Design
mrDatamgr
Project Management
mrTables
mrTranslate
Analysis
SPSS
AnswerTree
Clementine
Etc…
mrPaper
mrScan
Verbastat
mrInterview
- Web
- CATI
- CAPI
- etc.
Collection
Example: mrInterview goes multimodal
Interview
engine
XML
Questionnaire
Authoring
Open Interface
Data
Scripting
Web
WAP
Infopliance
SPSS MR Data Model
The Center of Dimensions
The SPSS MR Data Model is not…
• A data structure (i.e. ASCII, Binary, Database)
• A data warehouse
• A standard format
• “Once you get it into the Data Model format…”
The Data Model is much more powerful!
The SPSS MR Data Model is…
• A data access methodology, providing access to:
• Metadata
• Casedata
• An application integration layer
• Allows different applications to communicate using the
same framework
• Extensible / Customizable
The SPSS MR Data Model is…
Set of data and metadata API’s that enable
• Survey authoring
• Multimode data collection
• Tabulation & predictive analytics
• Publishing of results
• Open import/export options
• Freedom of workflow
…in a market research environment
Moving to another level
• Complete integration of disparate data sources
• Open platform for centralized management of
applications and global projects
• Fully integrated component applications
Customized Software
MR Applications
Components
SPSS MR Data Model
MR Data
Robust component architecture
• Encapsulation of functionality into modules allows
for rigorous testing
• Implementation details are visible only within the
module, and can be safely changed
Extensible component architecture
• Reduces complexity of application programs,
making them easier to adapt
• Autonomous (decentralized) modules increase the
likelihood that a simple change will affect just one
module or logical subsystem
Compatible component architecture
• Improves compatibility between software systems,
making it easier to combine and integrate systems
• Applications are more portable
Web Portals
Sharing Insights
Portals: insight, access
Decisions,
strategy,
innovation
Information
gathering
Corporate
knowledge
Knowledge activation
Portal platforms
Structured environment for sharing information:
• Across multiple platforms, applications and data
sources
• Among widely dispersed – and diverse – people
and groups
• Across company boundaries
Marketing information portals
• Marketing context dashboards
• Integration of multiple data sources
• Interactive OLAP, analytics, graphics
• Business planning environments
• Analytical & planning templates, “cookbooks,”
training applications
Forecasting
Customer loyalty
programs
Plugins
to CRM
systems
Decision
support / EIS
Data mining &
predictive modeling
Portal
Toolkit
Syndicated MR
services
Management
summary
reporting
Marketing
information portals
Data Mining and
Predictive Analytics
Using the present to understand the
future
Why Data Mining?
• Surveys collect market data
• Transaction systems store the data
• Tabulations and OLAP reports the data
• Data mining enables people to change what
they do based on the data
Make better business decisions
Tabulations vs. Data Mining
Tabulations
Data mining
•
•
What is the profile of
people likely to respond to
future mailing?
•
Which customers are likely
to switch to the
competition in the next six
months.
•
Which 10 customers offer
me the greatest profit
potential?
What was the response
rate to our mailing?
•
Which customers didn’t
renew their policies last
month?
•
Who were my 10 best
customers last month?
New Product Planning
Customer Profiling
Customer Segmentation
Customer Value
Customer Loyalty
Customer Propensity
Customer Satisfaction
Ad Effectiveness
Market Share
Product Associations
Performance ‘Forecasting’
Brand Awareness
Data Mining
Market Research
Applications of Data Mining & Market Research
Be a part of the revolution
• Constantly evolving
• Made for researchers, by researchers
• Revolutionary platform that puts you in the
corporate playing field
• An eye on the future
Take control! Let Research Lead Technology!