Data as a Cost Center
- Server cycles burn time and money.
- Data dumps create unnecessary expense.
- Users want information not just data.
Data as a Profit Center
- User requests are revenue opportunities.
- Automated insights are the derivatives.
- Your data pulls are the trading floor.
How It Happens
With 2 lines of code, Interactivity Mining cuts your cost of doing business and turns your reports into a real-time marketplace.
What It Looks Like
Market Challenges
Organizations are drowning in data. Owners, sellers, marketers, and agents are tasked with filtering and processing increasing amounts of increasingly complex data using less time to close each sale. There is every level of analytics offering to map data, model scenarios, and rank best choices. In addition, self-improving modeling tools are poised to both speed option creation as well as exacerbate the problem of data deluge. BAO competitors' offering smarter solutions further alienates overwhelmed users who seek smaller solutions.
Strategic Opportunity
There is a strategic opportunity to provide enterprises and SMBs BAO in action-sized packets. Across all sectors, customer-facing users need real-time/right-time responsive recommendations that track results and measure their own efficacy. The BAO market is top-heavy, allowing first-movers to define and tier entry-level offerings to match service objectives and lead to more sophisticated existing products.
This also uncovers a strategic opportunity for existing data owners across sectors. A broadening of lightweight, cloud-based decision tools opens new data markets to feed those tools. Organizations can realize returns from their current data investment by allowing Interactivity Mining cloud services to consume and trade subsets of their data in new ways.
Revenue Capture
Revenue capture for this opportunity happens via subscription service that allows users to opt-in at their level of need. Once subscribed, users can upgrade or do one-time opt-in intelligence upgrades. For example, a user normally best-served by weekly forecasts may know that an upcoming weather event will provide a spike in sales. That user would do a temporary upgrade to get twice daily forecasts to drive sales coverage or social media resources.
On the back-end, BAO providers have access to multiple levels of subscribers and buyers. As data firms white-label their own Interactivity Mining platforms and trading floors, prior competitors become strategic partners and vendors. In the Datacentric model, data is the point-of-sale, and the decision engines become the commodity traded. In the Processing model, the analytics engine is the point-of-sale, and datasets are the interchangeable commodity. Either architecture enables the creation and sale of derivative products that expand potential earnings from existing data to unrestricted levels.
Interactivity Mining™
Interactivity Mining (IM) implements a proprietary workflow that delivers easy-to-use packets of relevance to social media advertisers. IM is usage-driven (not search-based) in order to avoid processing users' data exhaust. By leveraging IM, Interactivity Mining opens new revenue streams via mass customization of standardized patterning that can be batched and repurposed across large numbers of disparate subscribers. Interactivity Mining's tiers enable seamless business integration for scalability from the host service's most entry-level offering to richest BAO services available.
Tier III : Patterns
Patterns is the broadest offering, providing the end user with best course of action based on most comparable period. For example, a merchant subscribing to Patterns might choose the Month Match option in December to receive action items based on last year's daily sales cycle. But once January hits, the same merchant might opt to simply choose Weekly Match to reorganize sales efforts to match the weekly cycles of the off-season.
For BAO vendors, Patterns breathes new life into cloud infrastructure investments that may have peak usage hours and down time that could generate revenue by running batch patterning.
Tier II : Projections
Projections lets the user pull recommendations that focus on growth areas. For example, a clothing merchant who is currently doing well with a Facebook Fan Page and Twitter Promotions subscribes to Projections to get a reading that recommends posting photos to Tumblr with promotional campaigning based on Tumblr's growth rather than gross membership.
For BAO vendors, Projections gives subscribers a more refined taste for richer BAO offerings that parse out patterns of the mean and trends of the most lucrative niche.
Tier I : Pivots
Pivots gives the user real-time advice on what to do when. A local big box retailer subscribes to Pivots to stay abreast of which external events are most relevant to drive in-store buying. News coverage of a hurricane, for example, might peak battery purchases between early morning and late night hours. However, coupled with social trending monitors watching local parenting blogs, Pivots predicts a spike in pre-storm customers stocking up on diapers during stay-at-home-parent, mid-day hours. Interactivity Mining transforms this intelligence into clear hourly directives that floor staffers access via mobile devices, telling them what merchandise to put where when.
For BAO vendors, Pivots offers the analogous derivatives trading floor that opens whole new revenue streams. From temporary trending relationships, to aggregate analytics mashups, Interactivity Mining serves as the nexus for an entirely new language for and layers of e-Business.
Cloud Architecture
Interactivity Mining is a native cloud framework that can scale to every level of problem-solving. The system is divided into three separate virtual services: Assembler, Modeler, and Localizer. All layers communicate via Predictive Modeling Markup Language (PMML), whether to provide end-user recommendations or to give context to newly input field data.
The Assembler Cloud consists of data services including data mart; data transformations; extract, transfer, and load (ETL) operations; OLAP functions; and live feed data. The Assembler layer receives real-time updates and performs cleaning on live data.
The Modeler Cloud runs the appropriate subscription level of processing with the Assembler Cloud. Modeling, geo functions, rules integration, performance tracking, and self-improvement operations happen here. The cloud architecture specifically enables this module to integrate outside data, predictive analytics, rules engines, and to be resold to any number of dashboard vendors.
The Localizer Cloud receives PMML scored decisions from the Modeler services and combines them with client-specific skins to deliver lightweight mobile web apps that include the relevant degree of flexibility. A key feature of this distributed service is both sending and receiving action-level data and informing the other cloud services of field responses to enable the entire solution to evolve with the client.
Interactivity Mining's distributed cloud-based structure allows clients to opt-in to scaled levels of engagement. One client might choose to have the Assembler Cloud map to multiple data sources, whereas another might use it to simply run data mart functions atop an existing dedicated source. Modeling services can incorporate existing solutions via standards-compliant exchange methods. As a client consumes more complex BAO services, they may upgrade this module to more sophisticated, customized, or dedicated solutions. Localizer features enable the client to define what relevance means for them and have a reliable backbone to deliver it. Whether they need their end-users to receive updates via text, voice mail, or augmented reality mobile dashboard, Interactivity Mining creates a dedicated cloud distribution that frees the client from system maintenance while simultaneously allowing their specific solution to learn from field decisions and improve its modeling and data sharpening.