Bridging the Gap Between Technology and Research

1. Bridging the Gap Between Technology and Research PMRS-Ottawa Breakfast October 9, 2002 Nancy Morrison, SPSS MR

2. 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

3. The Dark Ages: Pre 1960 The Revolution Begins… 1970’s 1980’s 1990’s “Test the Air” Focus Groups, Telephone Surveys CATI Systems Mass Marketing Web Surveys Evolution of Market Research Paper & pencil counts Batch tabulations PC’s & Charts Data Warehouses OLAP, Stats get easier!

4. Evolution of Marketing

5. 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

6. Stress! Pressure!

7. State of the Industry • Targeted marketing • International-multiple language & multiple mode- projects • Advanced analytics • Marketing Information Portals • High-end, integrated data systems

8. 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

9. Dimensions & theSPSS MR Data Model Don’t be constrained by your software!

10. 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

11. Dimensions application objectives • Easy to use • Feature rich & high quality • Customisable & extendable • Integrate with other data formats / software applications • Multilingual

12. Dimensions ideology • Open Standard and Extensible (SDK) • Scalable • Integrated • Global

13. 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

14. 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

15. SPSS MR Online – ASP & online research services

16. 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

17. 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

18. Technical strategy • Win32 operating system • NT, Win95/Win98, Win 2000, XP, CE • MS COM components, .NET • Component Object Model • Browser-enabled applications • Where applicable

19. mrPaper mrScan Verbastat • mrInterview • Web • CATI • CAPI • etc. The products Publishing Design mrAuthor WordParser SmartViewer WebApp OLAP mrDatamgr Project Management mrTables mrTranslate SPSS AnswerTree Clementine Etc… Analysis Collection

20. QuestionnaireAuthoring Scripting Example: mrInterview goes multimodal Interviewengine XML Open Interface Data Web WAP Infopliance

21. SPSS MR Data Model The Center of Dimensions

22. 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!

23. 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

24. 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

25. Moving to another level • Complete integration of disparate data sources • Open platform for centralized management of applications and global projects • Fully integrated component applications

26. Customized Software MR Applications Components SPSS MR Data Model MR Data

27. 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

28. 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

29. Compatible component architecture • Improves compatibility between software systems, making it easier to combine and integrate systems • Applications are more portable

30. Web Portals Sharing Insights

31. Portals: insight, access Decisions, strategy, innovation Informationgathering Corporateknowledge Knowledge activation

32. 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

33. Marketing information portals • Marketing context dashboards • Integration of multiple data sources • Interactive OLAP, analytics, graphics • Business planning environments • Analytical & planning templates, “cookbooks,” training applications

34. Forecasting Customer loyalty programs Data mining &predictive modeling WebApp Adapt CRM Plugins to CRM systems Portal Toolkit Syndicated MR services Smartviewer mrOLAP? Management summary reporting mrStream mrTables/ WebTables Third-party Tools Decision support / EIS Marketing information portals

35. Data Mining and Predictive Analytics Using the present to understand the future

36. 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

37. Tabulations 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? 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? Tabulations vs. Data Mining

38. Applications of Data Mining & Market Research New Product Planning Customer Profiling Customer Segmentation Customer Value Customer Loyalty Market Research Data Mining Customer Propensity Customer Satisfaction Ad Effectiveness Market Share Product Associations Performance ‘Forecasting’ Brand Awareness

39. 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!