28th July, 2011
How to Realize Business Value of Analytics
Sean Kelley, Customer Insight Manager, WW CRM Eastman Kodak Company, Carey Chou, Industrial Principal -
Consumer Insights, Infosys
Anna Carbonara, American Marketing Association
Infosys in association with the American Marketing Association, hosts webinar aimed at outlining the common challenges
of "operationalizing" marketing analytics. Experts share their experiences about methodologies that
can be used to develop actionable insights in partnership with key business stakeholders.
- An understanding of common challenges - operational, organizational and methodology options
- Steps to jump start a marketing analytics initiative to provide immediate business value
- Understanding of infrastructure needed to start
- How to scale an initiative as adoption expands within an organization
- An overview of the analytic methodologies and capabilities available to deliver "actionable" value
As Kodak transformed its consumer business, it was recognized that it also needed to be more data driven in its marketing
programs. Mass advertising was no longer the only option. Consumer choice expanded in the marketplace, and their
experiences were actually connected. A worldwide CRM team was created to lead the evolution of customer intelligence
As the WW CRM lead for customer intelligence, Sean is responsible for realizing business value through reporting and
analytics leveraging Kodak’s business-to-consumer data warehouse. Some examples include understanding profile
of current customers across touch points, purchase channel preferences, propensity to buy, customer valuation,
and audience segmentation.
His current challenges include mining for actionable insights and working with internal stakeholders to rationalize
interpretation of insights and identifying actions to be taken. Sean’s hands on approach in "operationalizing"
marketing analytics crosses all functions within Kodak as well as building requirements with outsourced reporting
and analytics team.
Sean holds a bachelor’s degree from Purdue University and a master’s degree from the University of Michigan.
Carey specializes in customer insights and behavior analytics. He applies his strength and interest
in deriving actionable insights from data to help clients make smarter decisions and drive business performance.
Carey leads the customer analytics efforts for Fortune 500 companies at Infosys. He has extensive experience
in all aspects of data/text mining and machine learning process. In his current role, Carey focuses on creating
integrated customer behavior solutions, where he applies the solution delivering optimum customer experiences
in marketing campaigns, mix-channel interactions and customer services. Carey is also actively involved in researching
semantic analytics and providing information management solutions, and database driven analytics in the CPG and
Carey received his master's degree from Iowa State University and bachelor's degree from Sun Yat-Sen University.
He has authored several whitepapers including 'Semantics Driven Consumer Insights' and 'Semantic
Integration in Enterprise Information Management'.