Organizations get the picture. Fast

Five industries, five ways to use data visualization

Picture this: billions and billions of rows of data stretching into infinity. What does staring at a billion rows of data get you? Not much. Mere mortals can't get their heads around that much data. That's where visual analytics comes in.

SAS® Visual Analytics takes those billions of rows and, in just seconds, displays a visual that allows you to spot trends and opportunities. With one glance, you can explore massive amounts of data in real time to see connections among data that you never dreamed were linked, and suddenly you're seeing your business in a whole new light. And with an easy point-and-click interface, you don't have to be a data scientist to use it.

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So, what does this look like in real life? Read on to find out what five organizations in five different industries are doing with SAS Visual Analytics.

Visualize how traffic demand impacts the network

The largest telecommunications operator in Italy wanted to extend and reinforce the monitoring of its mobile network service as part of a program to improve the customer experience. To support this objective it needed to define and analyze key performance indicators for mobile network voice and data traffic, comparing its own performance with competitors in some level of detail.

However, this is a fast-changing market. The company must be able to respond quickly with new and improved offers to its customers, and must be able to analyze the impact of these offers. Analysis that is valuable and makes sense today may be irrelevant tomorrow. On top of this, the volumes of data involved are huge.

With data visualization, the company can compare the performance between all competitors for key indicators (such as accessibility or percentage of dropped calls) on a single screen. In an instant, users can see an overview of areas of competitive strengths and weaknesses.

Visualize statistical patterns to understand and serve the public better

If you're wondering how to apply for a license, want to know what to do about water seeping into your flat or would like to report a fallen tree, whom do you call? In Hong Kong, you simply dial 1823 as a single point of contact for any question relating to public services. You'll get an answer from live operators who respond 24/7. Each year, the Hong Kong Efficiency Unit (HKEU) responds to inquiries, suggestions and complaints that it receives in roughly 3 million calls and 98,000 emails.

By bringing together massive amounts of information to uncover statistical trends, patterns and relationships in the data, data visualization software allows the HKEU teams to respond appropriately. For example, they can now identify the root causes of complaints, such as peaks in vehicle registration applications, higher-than-usual water tables or land subsidence. Data visualization helps Hong Kong understand its citizens, improve service delivery to the public, make informed decisions and communicate more effectively.

Financial Services:
Visualize customer trends hidden in social media data

A leading UK-based financial services organization wanted to monitor and assess social media trends, attitudes and comments about its brands and services in real time. The problem? Data drawn from social media conversations is qualitative, unstructured and flows in 24/7 in massive amounts. The bank needed to repackage and present the data in ways that make sense.

With the help of data visualization, the bank has uncovered new information on customer behavior, enabling the bank to plan and react to customers' needs based on a detailed understanding of what's on their minds and current market trends.

Small-to-Midsize Businesses (SMB):
Visualize data anywhere, anytime on mobile devices

Data visualization is not just for large corporations and governments. One SMB that uses SAS Visual Analytics is DirectPay, a credit management organization based in the Netherlands. Its services include debtor financing, credit checks, billing, factoring, forward flow financing and collection. DirectPay's decision making depends on effectively analyzing customer information so that executives have greater insights into risks and opportunities.

The problem for DirectPay lay in getting this information into the right hands at the right time. With data visualization, DirectPay can now easily create and share the results of analytics more effectively, notably with field sales staff who access the information via mobile devices before making customer visits. 

Visualize new opportunities hidden in customer data

SM Marketing Convergence Inc. (SM-MCI), an affiliate of SM Retail Group, operates one of the largest customer loyalty programs in the Philippines, collecting massive quantities of customer purchase and spending data. In fact, SM-MCI's current data exceeds 1 billion transactions.

With data compiled from its customer loyalty program, SM-MCI uses SAS Visual Analytics to understand buying patterns and identify trends, which leads to better service – and greater customer satisfaction. SM-MCI uses its insight to improve the customer experience with relevant, timely offers and promotions. It also can work to acquire new members, reduce churn and identify new up-sell opportunities.


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Who can use visual analytics?
Visual analytics extends the use of sophisticated analytics to a broader range of individuals in your organization, from the expert to the amateur.

Data scientists and other data handlers can explore all of their data and the relationships between data elements. Billions of rows can be manipulated in seconds, and advanced analytics such as regression analysis can be performed. 

Business analysts had been dependent on data scientists through much of the early stages in the analytics life cycle. Now they can do their own data exploration because  SAS Visual Analytics is easy to use and the results are automatically displayed in the most appropriate format.

Nontechnical users can quickly view and interact with reports via the Web or mobile devices, while IT maintains control of the underlying data and security.

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