Guest post from Michael Sauceda, Product Marketing Manager, IBM Business Analytics
Follow Michael on Twitter @smartersauce
I have to admit that I have somewhat of an obsessive personality when it comes to my hobbies. I find a something I really like and get way too into it.
This is exactly what happened when I recently took up home brewing. My sister-in-law and her fiancé bought a home brew kit and I was hanging out with them as they were bottling their first batch, had a taste and was hooked.
I would argue that this is what happens when companies make the leap into predictive analytics. Someone, or perhaps an entire department, decides they need to fix a business problem or improve a current business process, leading to an avalanche of activity.
Just like in brewing, when one applies themselves to the craft, one is most often graced with really, really good beer. The same can be said about predictive analytics – collect the right information, create good models and you can make really, really good decisions. Just remember, this is a journey for most organizations, not a destination. Small measureable wins have a cumulative effect on an organization and can result in a great deal of success.
One of the best things about making beer is how simple it can be. Four basic ingredients are required: water, barley, hops and yeast. By comparison, with predictive analytics you need four types of data: descriptive, behavioral, interaction and attitudinal. Very interesting that brewing and predictive analytics both have four basic ingredients! One of the most overlooked components of this list is attitudinal data. “Tapping” into the attitudinal channel can give organizations a deeper understanding of people’s attitudes, preferences and opinions.
How are organizations today leveraging this important data? Let’s take a look at the survey research process.
Implementing survey research capabilities into your organization is not difficult. It’s about as easy as following a simple recipe step by step. And, like brewing, it is something that you get better at with practice.
IBM SPSS Data Collection is a survey platform that enables organizations of all sizes to capture the attitudes and opinions of clients and customers. This sentiment and opinion data can then be combined with internally captured data and used as an input into the analytical process to predict future customer behavior.
It empowers survey and market researchers in commercial, educational, and government organizations to:
*Create and deploy surveys in any mode (web, phone, paper, and on mobile devices).
*Design surveys in any language to reach a global audience. One survey project can contain multiple languages so the same project can be deployed across multiple geographies.
*Deploy on-premise or cloud deployment. This allows you to choose to support the software in your own environment or leave that to IBM.
*Integrate with any of IBM’s predictive analytics or business intelligence solutions to expand the analytics capabilities.
For more information:
*Watch a video overview of IBM SPSS Data Collection
*Read how to get an accurate view of people’s attitudes, preferences and opinions