Analytics: How to Predict Future Behavior

Posted by Alex Guazzelli on Thursday, 25 Jun 2015

Signals empower us to predict the future by learning from the past. 

We all learn from the past. So if you failed a mathematics exam in school, you learned you had to study harder not to fail the next one. Events that happened in the past can be measured in many different ways. Measuring a past event puts it into focus. In data mining, this process translates into creating a descriptive feature to describe or tell a story about the past in some way, shape, or form.

We call these descriptive features Signals. Signals are the indicators extracted from raw data that have proven to be valuable for solving a particular problem. Signals can also be created from other Signals by transforming one piece of information into something more meaningful or interesting. For example, using the initial Signal extracted from raw data — in this case, a test score — we can create several Signals that capture past school performance in mathematics and science for a certain student.

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Tags: signal hub, Analytics, data, Signals

How an Integrated Data Analytics Platform Can Help Tear Down Silos and Spark Collaboration

Posted by Jon Lexa on Thursday, 04 Jun 2015

Are your employees communicating effectively? Find out how one company got everyone speaking the same language.

The larger a company gets, the more siloed it can become, and relying on happy hours, retreats, or top-down mandates are not enough to break these silos down. No matter how hard leadership tries, people have a difficult time getting on the same page when they all have different business objectives. And no company is immune. Even Apple has struggled with silos. Steve Jobs, in an effort to deconstruct silos, set up Apple's headquarters to encourage "collisions," or interactions between people who may not have necessarily interacted. 

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Tags: Analytics, data, business

3 Big Ways Analytics Will Improve Summer Travel

Posted by Sarah Anderson on Tuesday, 26 May 2015

Travel season is upon us, and what used to create excitement and anticipation now creates dread and anxiety. Flying is certainly not what it used to be, but thankfully, it’s also getting a little bit better, thanks to data science and advanced analytics. The world’s largest airlines generate and consume huge amounts of data on hundreds of millions of passengers, and that data is finally paying off for travelers. Of course, not all airlines use data the same way, and some of them hardly use it at all. But here, we take an inside look at those that do to give you the three best ways advanced analytics are improving the travel experience for over 200 million passengers.

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Tags: Signal Hubs

The Realization of Personalized Marketing

Posted by Sarah Anderson on Thursday, 07 May 2015

2015 could be the year that true personalization finally takes hold, but to achieve it, you’ll need to change the way you think about marketing.

Customers expect to be treated as individuals. They require relevancy and prefer having a relationship with a company that keeps track of their preferences, purchases, and correspondence. Customers are ready for personalized marketing, and now, finally, more and more companies are, too.

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Tags: Analytics, Marketing

How Data Science Adds Value to Credit Card Loyalty Programs

Posted by Christopher Bazett on Monday, 06 Oct 2014

Most redemption programs suffer from the same challenge: delivering rewards that customers actually want. To make this possible, the programs offer ever-more rewards, which puts the onus on the customer to find desirable ways to spend their points. In the end, redeeming points can be more of a chore than a reward, ultimately diminishing the value of the very program that was supposed to create value and differentiation in a crowded space. But with millions of customers, no one (or even 100) reward(s) will meet the desires of everyone. So what are credit card issuers to do? How do they put the value back into these programs, so customers are incentivized to choose one card over another?

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Tags: Data Science, Marketing

How Telcos Are Using Signals to Drive Savings and Revenues

Posted by Ankur Desai on Thursday, 25 Sep 2014

When to nudge a delinquent customer for a payment — that is the question. Or rather, that is one of many — many — questions that Signals are helping telecom companies (telcos) answer. Because when to call and ask for payment can actually help determine whether to call at all, and eliminating calls can lead to significant savings. So how do Signals do this? And more important, how can telcos, specifically, take advantage of these Signals to improve customer experience and maximize bottom-line impact?

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Tags: Analytics, Signals, Marketing, Supply Chain & Operations

How Data Science Helps Ease the Pain of Flight Cancelations

Posted by Chunping Wang on Wednesday, 03 Sep 2014

We’ve all been there. That place in the airport where you’ve just learned your flight has been canceled. If the weather’s bad, you can understand and roll with it. But if it seems arbitrary and royally screws up your plans — well, that’s another story. As a customer, you wonder, “Why do airlines do this? And how do they decide that my flight is canceled when others are not?” But airlines are asking their own questions, namely: “We have to cancel X number of flights, but which flights should we cancel to minimize the loss of revenue and customer loyalty?” Here, we delve into both sides of the issue, and the answers should provide a little context — and hopefully quell the frustration for everyone.

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Tags: Data Science, Signal Hub Technologies, Marketing

The Growing Government Open Data Movement

Posted by Daniel D. Gutierrez on Monday, 07 Jul 2014

It was 7:00 a.m. on a Saturday morning, and the 10th floor of Los Angeles City Hall was filled with more than 450 people gathered to spend their day off of work with their noses buried in their laptops. They were data scientists, and they had come to innovate new technologies to solve complex social problems using the city’s newly open data.

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Tags: Big Data, Data Science

My Struggle With Marketing Automation

Posted by Todd Higginson on Monday, 30 Jun 2014

Marketing automation's time has finally come, but it's been a long, tortuous road.

I’m a big fan of marketing automation. My experience goes back a few years. I was just getting settled at a new company when our CFO received a renewal invoice from a marketing automation vendor. She didn’t know how we were using the software, and neither did I. 

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Tags: Big Data, Machine Learning, Marketing

The 5 Best Data Science Tools from the 2014 Hadoop Summit

Posted by Daniel D. Gutierrez on Friday, 20 Jun 2014

The Hadoop Summit conference, hosted by Hortonworks and Yahoo, has become a must-see Big Data event. The Hadoop distributed computing architecture is now an integral part of what it means to be a data scientist, and a few days of concentrated effort each year is enough to get a vision for where the industry is headed. The Hadoop Summit serves this purpose well by providing thought-provoking technical sessions, keynote addresses, and a vendor exhibition that brings many of the major players in the Hadoop ecosystem together under one roof.

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Tags: Data Science, Machine Learning, Events