Data Exploration & BI
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The document discusses data exploration and business intelligence, highlighting the importance of data gathering, cleaning, and visualization using tools like Import.io and Tableau. It outlines processes such as web scraping and spreadsheet manipulation to derive insights for marketing, focusing on a business case where Luxottica improved marketing effectiveness through advanced analytics. The presentation emphasizes utilizing data to create consumer profiles and targeted marketing strategies, enhancing overall business performance.
Data Exploration & BI
- 1. Data Exploration & BI Cristian Guajardo Garcia
- 2. CristiánGuajardo-García www.5561.cl MBA Politecnico di Milano & IIM Lucknow (India) B- Schools. Has worked in Chile & Italy with companies such as Universidad Andrés Bello, ProChile, IBM, Luxottica.
- 3. Agenda 1. Why data matters | BI 2. Data gathering: Scraping with Import.io 3. Data cleaning: Spreadsheets 4. Data visualization: Tableau 5. Insights for Marketing 6. Business Case: Luxottica 7. Q&A
- 4. 1. Why data matters | BI 2. Data gathering: Scraping with Import.io 3. Data cleaning: Spreadsheets 4. Data visualization: Tableau 5. Insights for Marketing 6. Business Case: Luxottica 7. Q&A
- 5. Why Data matters | BI Today we have several sources generating tons of data per second. Businesses need to anticipate the consumer in order to remain competitive. SQL = Sequence or structured NOSQL = Unstructured data. The goal of BI is to make the right information available to the right people in the right time. Big Data is nothing else but gathering tons of structured and unstructured data, filtering it, cleaning it, visualizing it and last but not least, getting insights from it.
- 7. How and where do I start? By Exploring the Data I don’t actually know where this will take me. I just collect data from several sources and start to explore it The 2 most common scenarios to start working with dat By Answering a Question I know I have one question to ask. This will lead my research and let me get rid of data that is useless for this stage.
- 8. The Steps 1. Web Scraping (gather data) 2. Clean 3. Visualize and Analyze
- 9. 1. Why data matters | BI 2. Data gathering: Scraping with Import.io 3. Data cleaning: Spreadsheets 4. Data visualization: Tableau 5. Insights for Marketing 6. Business Case: Luxottica 7. Q&A
- 10. Data Gathering: Scraping with Import.io
- 11. What is Scraping Scraping is a technique used to extract data from one place to another one, which is usually, a table. Tabula = Extracts data from PDF OCR = Extracts data from images Import.io = Extracts data from the web Extractor Crawlers Connectors Scraping is a very basic -yet useful- artificial intelligence technique.
- 12. What is it? ● Machine reading the web ● Real time crawling through API ● Map Data of website ● Point & Click UI ● Turn data to structured data ● Tailor made crawlers ● Cloud scaling ● Wide integration options From a minimum input get a maximized output.
- 13. How does it work Answer Question: What is the average € of a Nike sneaker on eBay Italy? 1. Open Import.io 2. Create a new Connector 3. Go to ebay.it 4. Click “I’m there” button 5. Click the red button which will record our click trail (now Import. io will start recording your clicks) 6. Click stop button 7. Now you tell import.io what matters to you and what is it (image, text, link etc). Pieces of information
- 14. Now you have the data you needed You will create a bot that basically gets pieces of information that will be stored in a table. Once you have trained the bot to crawl the whole results, you can clean columns that you might not use. Now is time to manipulate the data and get info like average price, most common products and so on.
- 15. 1. Why data matters | BI 2. Data gathering: Scraping with Import.io 3. Data cleaning: Spreadsheets 4. Data visualization: Tableau 5. Insights for Marketing 6. Business Case: Luxottica 7. Q&A
- 17. Store and clean Once you have gathered the data, you might want to hide or erase columns. Fill the n/a spaces or do some pivot table maneuver. Whatever the case, Spreadsheet is a great way to go. Pivot Table: summarize big info HLookup and Vlookup: target specific info store in columns and rows.
- 18. 1. Why data matters | BI 2. Data gathering: Scraping with Import.io 3. Data cleaning: Spreadsheets 4. Data visualization: Tableau 5. Insights for Marketing 6. Business Case: Luxottica 7. Q&A
- 20. What is it for? Tableau is the ultimate desktop and cloud solution for visualizing data coming from several sources. Remember: privacy is an illusion It works perfectly merging info from several sources: Survey data, Social media, SEM and Analytics visualized in one dashboard. Perfect for reporting and meeting the needs of several clients.
- 21. Why is it useful? 1. Tailor made dashboards 2. Several layers (and sources) of information 3. Set clear goals and KPI’s 4. Easy to export 5. Works for several industries and roles
- 22. Visualize and analyze data Example of Tableau
- 23. 1. Why data matters | BI 2. Data gathering: Scraping with Import.io 3. Data cleaning: Excel 4. Data visualization: Tableau 5. Insights for Marketing 6. Business Case: Luxottica 7. Q&A
- 24. How we can harness the power of the web When we start working with data we stop “believing” and start thinking. All the data available can help us to create consumer profiles, specific interests, potential issues with our product or even new ways to connect with them. 1. Forecast (where the puck is going) 2. The Rise of the Robots (automation) 3. Cross selling and tailor made dashboards per client 4. Insights like you’ve never seen before
- 25. Business Case Applied to Marketing
- 26. The scenario Untapped customer intelligence Luxottica needed to analyze historical data pertaining to more than 100 million customers to increase marketing effectiveness. © Copyright IBM Corporation 2013 The Impact Centralized analytics The company deployed advanced analytics technology from IBM to create a 360-degree view of customers. Actionable insights By identifying the highest-value customers and creating individualized marketing campaigns, Luxottica anticipates a 10 percent boost in marketing effectiveness. 1. Anticipates a 10 % improvement in marketing effectiveness 2. Identifies the highest-value customers out of nearly 100 million 3. Targets individual customers based on unique preferences and histories
- 27. Recommendations Adds on for Google Sheets ● Merge Sheets ● Data Everywhere ● Mapping Sheets ● Find Fuzzy Matches ● DukeDeploy ● BlockSpring ● Text Analysis ● Translate My Sheet ● AppSheet ● BigML
- 28. Q&A