Big Data The Role of Predictive Analytics in Sales Growth

| March 31, 2020

article image
The analysis of a large volume of data is already an indispensable part of the decision-making process for any business, regardless of its volume. Big data is used to resolve routine problems, such as improving the conversion rate or to achieve customer loyalty for an eCommerce business. But did you know that you can also use it to predict situations before they occur? This is the added value of predictive analytics, the use of big data to anticipate user behaviour based on historical data and act accordingly to optimise sales.For online businesses, periodically performing predictive analytics is synonymous with improving your understanding of the customer and identifying changes in the market before they happen. The predictive models extract patterns from historical and transactional data to identify risks and opportunities. Self-learning software will automatically analyse the data at hand and offer solutions for future problems. This will allow you to design new sales strategies to adapt to changes and boost profit growth.

Spotlight

Decide Soluciones

decide provides experience in advanced analytics to address the increased complexities of day to day organizations. Our solutions contribute to improve productivity and profitability of their business. Applying techniques of predictive analytics, operations research and decision management we automate processes that improve enterprise operational efficiency.

OTHER ARTICLES
BIG DATA MANAGEMENT

How can machine learning detect money laundering?

Article | December 16, 2020

In this article, we will explore different techniques to detect money laundering activities. Notwithstanding, regardless of various expected applications inside the financial services sector, explicitly inside the Anti-Money Laundering (AML) appropriation of Artificial Intelligence and Machine Learning (ML) has been generally moderate. What is Money Laundering, Anti Money Laundering? Money Laundering is where someone unlawfully obtains money and moves it to cover up their crimes. Anti-Money Laundering can be characterized as an activity that forestalls or aims to forestall money laundering from occurring. It is assessed by UNO that, money-laundering exchanges account in one year is 2–5% of worldwide GDP or $800 billion — $3 trillion in USD. In 2019, regulators and governmental offices exacted fines of more than $8.14 billion. Indeed, even with these stunning numbers, gauges are that just about 1 % of unlawful worldwide money related streams are ever seized by the specialists. AML activities in banks expend an over the top measure of manpower, assets, and cash flow to deal with the process and comply with the guidelines. What are the punishments for money laundering? In 2019, Celent evaluated that spending came to $8.3 billion and $23.4 billion for technology and operations, individually. This speculation is designated toward guaranteeing anti-money laundering. As we have seen much of the time, reputational costs can likewise convey a hefty price. In 2012, HSBC laundering of an expected £5.57 billion over at least seven years.   What is the current situation of the banks applying ML to stop money laundering? Given the plenty of new instruments the banks have accessible, the potential feature risk, the measure of capital involved, and the gigantic expenses as a form of fines and punishments, this should not be the situation. A solid impact by nations to curb illicit cash movement has brought about a huge yet amazingly little part of money laundering being recognized — a triumph rate of about 2% average. Dutch banks — ABN Amro, Rabobank, ING, Triodos Bank, and Volksbank announced in September 2019 to work toward a joint transaction monitoring to stand-up fight against Money Laundering. A typical challenge in transaction monitoring, for instance, is the generation of a countless number of alerts, which thusly requires operation teams to triage and process the alarms. ML models can identify and perceive dubious conduct and besides they can classify alerts into different classes such as critical, high, medium, or low risk. Critical or High alerts may be directed to senior experts on a high need to quickly explore the issue. Today is the immense number of false positives, gauges show that the normal, of false positives being produced, is the range of 95 and 99%, and this puts extraordinary weight on banks. The examination of false positives is tedious and costs money. An ongoing report found that banks were spending near 3.01€ billion every year exploring false positives. Establishments are looking for increasing productive ways to deal with crime and, in this specific situation, Machine Learning can end up being a significant tool. Financial activities become productive, the gigantic sum and speed of money related exchanges require a viable monitoring framework that can process exchanges rapidly, ideally in real-time.   What are the types of machine learning algorithms which can identify money laundering transactions? Supervised Machine Learning, it is essential to have historical information with events precisely assigned and input variables appropriately captured. If biases or errors are left in the data without being dealt with, they will get passed on to the model, bringing about erroneous models. It is smarter to utilize Unsupervised Machine Learning to have historical data with events accurately assigned. It sees an obscure pattern and results. It recognizes suspicious activity without earlier information of exactly what a money-laundering scheme resembles. What are the different techniques to detect money laundering? K-means Sequence Miner algorithm: Entering banking transactions, at that point running frequent pattern mining algorithms and mining transactions to distinguish money laundering. Clustering transactions and dubious activities to money laundering lastly show them on a chart. Time Series Euclidean distance: Presenting a sequence matching algorithm to distinguish money laundering detection, utilizing sequential detection of suspicious transactions. This method exploits the two references to recognize dubious transactions: a history of every individual’s account and exchange data with different accounts. Bayesian networks: It makes a model of the user’s previous activities, and this model will be a measure of future customer activities. In the event that the exchange or user financial transactions have. Cluster-based local outlier factor algorithm: The money laundering detection utilizing clustering techniques combination and Outliers.   Conclusion For banks, now is the ideal opportunity to deploy ML models into their ecosystem. Despite this opportunity, increased knowledge and the number of ML implementations prompted a discussion about the feasibility of these solutions and the degree to which ML should be trusted and potentially replace human analysis and decision-making. In order to further exploit and achieve ML promise, banks need to continue to expand on its awareness of ML strengths, risks, and limitations and, most critically, to create an ethical system by which the production and use of ML can be controlled and the feasibility and effect of these emerging models proven and eventually trusted.

Read More

6 Best SaaS Marketing Metrics for Business Growth

Article | December 16, 2020

The software-as-a-service industry is rapidly growing with an estimate to reach $219.5 billion by 2027. SaaS marketing strategies is highly different from other industries; thus, tracking the right metrics for marketing is necessary. SaaS kpis or metrics measure an enterprise’s performance, growth, and momentum. These saas marketing metrics are have been designed to evaluate the health of a business by tracking sales, marketing, and customer success. Direct access to data will help you develop your business and show whether there is any room for development. SaaS KPIs: What Are They and Why Do They Matter? Marketing metrics for SaaS indicate growth in different ways. SaaS KPIs, just like regular KPIs, helps business to evaluate their business models and strategies. These key metrics for SaaS companies give a deep insight into which sectors perform well and require reassessment. To optimize any company’s exposure, SaaS metrics for marketing are highly essential. They measure the performance of sales, marketing, and customer retention. SaaS companies believe in the entire life cycle of the customer, while traditional web-based companies focus on immediate sales. The overall goal of SaaS companies is to build long-lasting customer relationships since most revenue is generated through their recurring payments. SaaS marketing technology are SaaS marketers’ greatest asset if they take the time and effort to understand and implement them. There are essential and unimportant metrics. Knowing which metrics to pay attention to is a challenge. Once you get these metrics right, they will help you to detect your company’s strengths and weaknesses and help you understand whether they are working or not. There are more than fifteen metrics one can track but make you lose sight of what matters. In this article, we have identified the critical metrics every SaaS should track: Unique Visitors This metric measures the number of visitors your website or page sees in a specific time period. If someone visits your website four to five times in that given time period, it will be counted as one unique visitor. Recording this metric is crucial as it shows you what type of visitors your site receives and from what channels they arrive. When the number of unique visitors is high, it indicates to the SaaS marketers that their content resonates with the target customers. It is vital to note, however, which channels these unique visitors reach your website. These channels can be: Organic traffic Social media Paid ads SaaS marketers should, at this point, identify which channels are working and double down on those. Once you know these channels, you can allocate budgets and optimize these channels for better performance. Google Analytics is the best free tool to track unique visitors. The tool enables you to refine by dates and compare time periods and generate a report. Leads Leads is a broad term that can be broken down into two sub-categories: Sales Qualified Leads (SQL) and Marketing Qualified Leads (MQL). Defining SQL and MQL is important as they can be different for every business. So, let us break down the definitions for the two: MQL MQLs are those leads that have moved past the visitor phase in the customer lifecycle. They have taken steps to move ahead and become qualified to become potential customers. They have engaged with your website multiple times. For example, they have visited your website to check out prices, case studies or have downloaded your whitepapers more than two times. SQL SQLs actively engage with your site and are more qualified than MQLs. This lead is what you have deemed as the ideal sales candidate. They are way past the initial search stage, evaluating vendors, and are ready for a direct sales pitch. The most crucial distinction between the two is that your sales team has deemed them sales-worthy. After distinguishing between the two leads, you need to take the next appropriate steps. The best way to measure these leads is through closed-loop automation tools like HubSpot, Marketo, or Pardot. These automation tools will help you set up the criteria that automatically set up an individual as lead based on your website's SQL and MQL actions. Next, track the website traffic to ensure these unique visitors turn into potential leads. Churn The churn rate, in short, refers to the number of customers lost in a given time frame. It is the number of revenue SaaS customers who cancel their recurring revenue services. Since SaaS is a subscription-based service, losing customers directly correlates to losing money. The churn rate also indicates that your customers aren’t getting what they want from your service. Like most of your saas KPIs, you will be reporting on the churn rate every month. To calculate the churn rate, take the total number of customers you lost in the month you’re reporting on. Next, divide that by the number of customers you had at the beginning of the reporting month. Then, multiply that number by 100 to get the percentage. A churn is natural for any business. However, a high churn rate is an indicator that your business is in trouble. Therefore, it is an essential metric to track for your SaaS company. Customer Lifetime Value Customer lifetime value (CLV) measures how valuable a customer is to your business. It is the average amount of money your customers pay during their involvement with your SaaS company. You measure not only their value based on purchases but also the overall relationship. Keeping an existing client is more important than acquiring a new one which makes this metric important. Measuring CLV is a bit complicated than measuring other metrics. First, calculate the average customer lifetime by taking the number one divided by the customer churn rate. As an example, let’s say your monthly churn rate is 1%. Your average customer lifetime would be 1/0.01 = 100 months. Then take the average customer lifetime and multiply it by the average revenue per account (ARPA) over a given time period. If your company, for example, brought in $100,000 in revenue last month off of 100 customers, that would be $1,000 in revenue per account. Finally, this brings us to CLV. You’ll now need to multiply customer lifetime (100 months) by your ARPA ($1,000). That brings us to 100 x $1,000, or $100,000 CLV. CLV is crucial as it indicates whether or not there is a proper strategy in place for business growth. It also shows investors the value of your company. Customer Acquisition Cost Customer acquisition cost (CAC) tells you how much you should spend on acquiring a new customer. The two main factors that determine the CAC are: Lead generation costs Cost of converting that lead into a client The CAC predicts the resources needed to acquire new customers. It is vital to understand this metric if you want to grow your customer base and make a profit. To calculate your CAC for any given period, divide your marketing and sales spend over that time period by the number of customers gained during the same time. It might cost more to acquire a new customer, but what if that customer ends up spending more than most? That’s where the CLV to CAC ratio comes into play. CLV: CAC Ratio CLV: CAC ratio go hand in hand. Comparing the two will help you understand the impact of your business. The CLV: CAC ratio shows the lifetime value of your customers and the amount you spend to gain new ones in a single metric. The ultimate goal of your company should be to have a high CLV: CAC ratio. According to SaaS analytics, a healthy business should have a CLV three times greater than its CAC. Just divide your calculated CLV by CAC to get the ratio. Some top-performing companies even have a ratio of 5:1. SaaS companies use this number to measure the health of marketing programs to invest in campaigns that work well or divert the resources to those campaigns that work well. Conclusion Always remember to set healthy marketing KPIs. Reporting on these numbers is never enough. Ensure that everything you do in marketing ties up to all the goals you have set for your company. Goal-driven SaaS marketing strategies always pay off and empower you and your company to be successful. Frequently Asked Questions What are the 5 most important metrics for SaaS companies? The five most important metrics for SaaS companies are Unique Visitors, Churn, Customer Lifetime Value, Customer Acquisition Cost, and Lead to Customer Conversion Rate. Why should we measure SaaS marketing metrics? Measuring marketing metrics are critically important because they help brands determine whether campaigns are successful, and provide insights to adjust future campaigns accordingly. They help marketers understand how their campaigns are driving towards their business goals, and inform decisions for optimizing their campaigns and marketing channels. How to measure the success of your SaaS marketing? The success of SaaS marketing can be measured by identifying the metrics that help them succeed. Some examples of those metrics are: Unique Visitors, Churn, Customer Lifetime Value, Customer Acquisition Cost, and Lead to Customer Conversion Rate. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What are the 5 most important metrics for SaaS companies?", "acceptedAnswer": { "@type": "Answer", "text": "The five most important metrics for SaaS companies are Unique Visitors, Churn, Customer Lifetime Value, Customer Acquisition Cost, and Lead to Customer Conversion Rate." } },{ "@type": "Question", "name": "Why should we measure SaaS marketing metrics?", "acceptedAnswer": { "@type": "Answer", "text": "Measuring marketing metrics are critically important because they help brands determine whether campaigns are successful, and provide insights to adjust future campaigns accordingly. They help marketers understand how their campaigns are driving towards their business goals, and inform decisions for optimizing their campaigns and marketing channels." } },{ "@type": "Question", "name": "How to measure the success of your SaaS marketing?", "acceptedAnswer": { "@type": "Answer", "text": "The success of SaaS marketing can be measured by identifying the metrics that help them succeed. Some examples of those metrics are: Unique Visitors, Churn, Customer Lifetime Value, Customer Acquisition Cost, and Lead to Customer Conversion Rate." } }] }

Read More

Deep Dive Digital-First Banks Harness The Power Of Data Analytics

Article | December 16, 2020

Data analytics has many purposes in the banking industry, ranging from improving cybersecurity to reducing customer churn. Every interaction from ATM withdrawals to loan applications — provides FIs with valuable data about customers’ financial lifestyles. Banks can even harness external regulatory, trading and social media engagement data, all of which can be processed and analyzed to benefit their operations.Financial data is useful in helping banks develop wide-reaching marketing campaigns, but social data is critical to developing offers for specific customers. Santa Rosa, California-based Redwood Credit Union, for example, found that social data was particularly important when offering auto loans. It initially extended preapproval for such loans every two years based solely on members’ credit scores and vehicle purchase histories, but it soon discovered that there was a much more reliable indicator and updated its preapproval frequency accordingly.

Read More

DATA CENTRE MARKET EXPECTED TO ACCELERATE OWING TO INCREASING CLOUD DEMAND

Article | December 16, 2020

An enormous amount of data is generated daily through various medium and amid this their storage becomes a great concern for organizations. Currently, two significant styles of data storage capacities are available Cloud and Data Centre.The main difference between the cloud vs. data centre is that a data centre refers to on-premise hardware while the cloud refers to off-premise computing. The cloud stores the data in the public cloud, while a data centre stores the data on company’s own hardware. Many businesses are turning to the cloud. In fact, Gartner, Inc. predicted that the worldwide public cloud services market has grown to 17.5 percent in 2019 to total US$214.3 billion. For many businesses, utilizing the cloud makes sense. While, in many other cases, having an in-house data centre is a better option. Often, maintaining an in-house data centre is expensive, but it can be beneficial to be in total control of computing environment.

Read More

Spotlight

Decide Soluciones

decide provides experience in advanced analytics to address the increased complexities of day to day organizations. Our solutions contribute to improve productivity and profitability of their business. Applying techniques of predictive analytics, operations research and decision management we automate processes that improve enterprise operational efficiency.

Events