COMPLETE - Session 1: Innovation through Analytics

Took place on April 7, 2016

How Analytics Drives Innovation – And Vice Versa
Jill Dyche
VP, SAS Best Practices

We’ve all been reading about companies that were “born digital.” You know the ones—those West Coast, formerly dot-com bastions of online commerce and social media. These companies have as many developers as they do business people—and more data scientists than workaday users. When it comes to technology funding, their cup runneth over.

Come hear what going digital is like for mainstream companies who need to run their operations as they innovate, creating a digital playbook that encompasses—indeed, transcends!—existing development pipelines and incumbent technologies. Noted author, speaker, and consultant Jill Dyché will explore the collision between leadership, information, and digital. She’ll discuss the roles analytics and data play in innovation, as well as present the do’s and don’ts of forming an innovation lab. Use this dynamic and fun session as a playbook and a set of lessons learned on what it takes to become a truly innovation-driven enterprise in the real world.

How Today’s Leading Organizations are Driving Education in Analytics
Yrui Levin
Professor & Director – Masters of Management Analytics, Queen’s University

Uncertainty and complexity make many decisions difficult, especially those involving new products and ventures. In the era of big data and analytics, organizations are under increasing pressure to improve decision-making by harnessing the extraordinary volumes of data collected. But how can executives convert huge quantities of ill-structured data into manageable amounts of organized information to help them sharpen the decision-making process? 

We will discuss opportunities offered by the Queen’s Smith School of Business for individuals to acquire the necessary skills and to help organizations develop a managerial culture that effectively combines both intuition and analytics to produce good decisions and influence the decisions of others.

COMPLETE - Session 2: The Evolving Customer Journey

Took place on June 9, 2016

Mapping your Customer Journey to Data – A Marketing Primer
Lisa Loftis
Thought Leader, SAS Best Practices

The basic theory behind managing a customer journey is simple; to provide a cohesive set of activities and information for your customers across relevant touchpoints as they progress through the customer lifecycle. And yet, a recent HBR study sponsored by SAS found that more than half of leading-edge companies (52%) say their organizations lack the processes to support superior experience management initiatives. The difficulty often lies in a lack of standardization and integration of data, systems, and organization structures. Fortunately, our biggest impediment to managing these journeys (our data) can also be our best asset.

This session will explore innovative ways to get the right data for your customer journey and use that data to drive engagement. Connecting data governance and experience management initiatives, and using data to overcome organizational obstacles will be part of the discussion.

Case Studies in Marketing Analytics
David Safer & Ryan Anderson – Accenture

Any organization with a mass consumer base has Customer Experience as a top priority.  In competitive markets, across industries, the Customer Experience is a key pillar for competitive advantage, just like price, product, and efficiency. 

While many organizations attempt to quantify the Customer Experience and how they compare to their peers, there is typically limited ability to make an impact with the insight.  And there is good reason – companies are organized around traditional functions of expertise, such as their channel teams:  Call Centre, Retail, Website, etc.  However, customers do not contact the company only in one channel.  For any given intent (transaction or inquiry), they will often contact the company in multiple channels. 

Accenture will discuss an innovative approach, Cross Channel Analytics, to track these customers as they take their journeys through multiple channels and understand which contacts are needed and which can be reduced.   This analytic capability switches an organization’s view from channel-silos to a cross channel experiences, which helps uncover new improvement opportunities.   The result is an improved Customer Experience and reduced cost to serve.

How Analytics Truly Drives Omni
Monique Duquette, National Customer Intelligence Lead

While we all know that accurate and relevant data are imperative to the success of any analytically driven marketing organization; what’s not often talked about is how marketers move from insight to action. In this session we’ll discuss how analytic technologies, the internet of things and innovative business strategies are finally allowing organizations to not only marry their digital and physical ecosystems, but how they’re being combined to allow organizations to truly delight their customers.

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Date & Time:
Session 1: Completed
Session 2: Completed
Session 3: August, 2016 8:00AM – 10:00AM
Session 4: October, 2016 8:00AM – 10:00AM

Location: The St. Andrew’s Club
150 King St. W., 27th Floor - Toronto
Cost: Complimentary
Questions? Contact Andrew.Bowden@sas.com

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