2008 European Conference - Predictive Solutions · 09:45 - 10:45 Keynote: ian ayres Super Crunchers: why thinking-by-numbers is the new way to be smart 10:45 - 11:15 Break | SPSS

Athenaeum Intercontinental n Athens, Greece

F I N A L P R O G R A M M E

12 - 15 MAY, 2008

2 0 0 8 E u r o p e a n Co n f e r e n c e

Ta b l e o f C o n t e n t s

Click on the link (green box) to go to the relevant section:

click on the ‘BACK’ image to return to this page.

3 Introduction and Agenda

4-7 Day Planners

12 - 13 May

14 - 15 May

8-9 Keynote Sessions

10-36 Breakout Sessions

Marketing

Public Sector

Managing Risk and Loss Prevention

Customer Management

Analysis and Reporting

Market Research

Looking ahead with SPSS

Partner Presentations

37 SPSS Product Experience Room, Expo and Shop

38 Delegates’ Reception

39 Sponsors

40-41 Conference Maps

42 Closing Reception

2 Directions 2008 12 – 15 May Turning data into decisions 3

TURNING DATA INTO DECISIONSWelcome to European Directions 2008 – the premier conference for practitioners of predictive analytics.

Agenda at a glance

Monday, 12 May

TIME

19:00 - 21:00 Registration | Welcome Reception

Tuesday, 13 May

TIME SESSION

07:00 - 09:00 Registration | Breakfast | SPSS Expo

09:00 - 09:15 Welcome remarks

09:15 - 09:45 KEynotE SESSion: A conversation with

Jack Noonan

09:45 - 10:45 KEynotE SPEaKER: ian ayres, author of

Super Crunchers: why thinking-by-

numbers is the new way to be smart

10:45 - 11:15 Break | SPSS Expo

11:15 - 12:00 Concurrent breakout sessions

12:00 - 13:30 Lunch





19:00 - 22:30 Customer Reception

Wednesday, 14 May

TIME SESSION

08:00 - 09:00 Breakfast | SPSS Expo




11:15 - 12:15 KEynotE SESSion: All journeys begin with

the first step – the path to becoming a

Predictive Enterprise

12:15 - 13:15 Lunch



15:15 - 16:15 Closing Reception

Thursday, 15 May

TIME SESSION

09:00 - 16:00 optional Post-Conference training

n Optimising marketing campaigns with

customer segmentation

n Fraud detection using Predictive

Analytical techniques

n How to retain customers and increase

profitability

To register for post-conference training, please go to the

Registration desk on Level -2

Speakers and sessions are subject to change. All times listed are in Athens time: GMT+2.

n the SPSS Expo and Product Experience Room will be closed during keynote sessions and lunch.

As a visitor to Directions 2008, you will have dozens of opportunities to meet your peers and

SPSS experts, extend your knowledge of predictive analytics, and find out more about how SPSS

technology can help you use data to improve your business processes and cultivate efficient

decision-making.

The conference will begin with a conversation with Jack Noonan, Chairman, President and CEO of

SPSS Inc. and one of the industry’s best-known personalities. He will be followed by the keynote

speech from Ian Ayres, a respected professor and author of a best-selling book about the power

of number-crunching.

You can choose from more than 50 breakout sessions offering insight in seven specific subject

areas, and you can combine social and professional networking at the Customer Reception at

Akrotiri, a magical venue on the Apollo Coast, on Tuesday, 15 May.

SPSS hopes that you enjoy Directions 2008 and that it educates, enlightens, and inspires you to

use predictive analytics even more to drive the use of data to improve decision-making in your

organisation.

BACK


07:00 - 09:00 Registration | SPSS Expo | Breakfast

09:00 - 09:15 Welcome

09:15 - 09:45 Keynote: A conversation with Jack Noonan, Chairman, President and CEO, SPSS Inc.

09:45 - 10:45 Keynote: ian ayres Super Crunchers: why thinking-by-numbers is the new way to be smart


ROOM NAME Delta/Sigma Ypsilon I-III Ypsilon IV-V Omikron I Omikron II VIP Lounge Athenaeum I-II

Breakout 1 11:15 - 12:00

CM

The Predictive Enterprise: driving profitable growthKris neitzVice President, Enterprise SolutionsUSa

Stephen ColeVice President, Solutions MarketingSPSS Inc.USa

CM a&R Going beyond market researchRené a. SchererHead of it Survey Competence CentreCredit Suisse Switzerland

M CM

Up- and cross-sell with the right offer foreach customerola GustafssonCustomer data analystLänsförsäkringar ABSweden

PS R&LP An improved risk managementframework for tax collectionLyne SincennesDirector Canada Revenue AgencyCanada

PS a&R

Mining Dutch history: researching public debate in the nineteenth centuryDr José de KruifResearcherUtrecht University Research Institutefor Historythe netherlands

SPSS SPSS’ long-term visionJason VerlenVice President, R&D, Worldwide Product Management, and Chief Product StrategistSPSS Inc.USa

a&R MR Why perform benchmarking?torben LiboriusSenior analystDeloitte DenmarkDenmark

12:00 - 13:30 Lunch

Breakout 213:30 - 14:15

M CM

Using data mining for more effective marketingChristos MatsoukasHead of Business intelligenceEFG EurolifeGreece

M CM a&R The Predictive Enterprise at work: revealing the causes of dissatisfaction through analyticsSimon DudleyCustomer analytics ManagerRoyal & SunAlliance UK

MR SPSS Dimensions 5.0: what’s new and what lies aheadJane HendricksProduct Marketing Manager SPSS Inc.USa

R&LP a&R Credit scoring in real time: reducingrisk with text mining Piero BiagiGeneral DirectorNolé SpAitaly

CM SPSS

The Analytical Revolution: reaping the benefits of a Predictive Analyticsinfrastructure Kathy KonkelProduct Marketing ManagerUSa

Colin ShearerSenior Vice President, Marketing StrategySPSS Inc.UK

MR Automating quality procedures foronline researchMike CookeGlobal Director, online Development

Sean ReganDirector, GfK operations - onlineGfK NOPUK

a&R PP

Predictive Analytics at SAPJohn MacGregorProduct Management DirectorBusiness Objects, an SAP Company

Michael adamDirector, Solution ManagementSAPGermany


Breakout 315:00 - 15:45

a&R Analytics and the art of motorcyclingDr alan tillyUK

CM a&R Managing unstable processes in automotivemanufacturingHans Doermann-osunaQuality Management SpecialistBMW GroupGermany

M CM

Making a profit from customers’ calls – sellin real timeomar Rois MerinoCustomer analysis Manager

angelica DominguezCustomer analysisDIGITAL+Spain

MR

Market Research 2.0: technologiesthat will reshape our industry Hans DonkersDirector

Johan BaukemaProject ManagerStratus marktonderzoek bvthe netherlands

M CM SPSS

Text Mining for Clementine: overviewand roadmapEric MartinProduct Marketing ManagerSPSS Inc.France

PS R&LP Data mining catches fraudulent patient sharing schemesMarcee SturinoDirector, Data informaticsTrustSolutions, LLCUSa

M

The real benefits of text miningRebecca WettemannVice President, ResearchNucleus ResearchUSa

olivier JouveVice President, Corporate DevelopmentSPSS Inc.USa

Breakout 416:00 - 16:45 a&R SPSS

A look at SPSS 16.0 and a preview of SPSS 17.0Marcus HearneManager, Product Marketing, StatisticsSPSS Inc. USa

PS a&R Using analytics to develop stronger andsafer communitiesKeith BentleyChief Superintendent (Retired)Greater Manchester PoliceUK

CM Why do customers defect? And how canyou stop them?Dr thomas FenderSenior Data Mining SpecialistUnion Investment Privatfonds GmbHGermany

PS a&R MR

Improving social welfare policy-making with SPSS reportingCarlo Vreugdeanalyst Co-ordinatorSGBOthe netherlands

M CM

Building complete understanding ofcustomers through data integrationDag P. Svendsenanalyst – Data Mining/Statistical ModellingKomplettnorway

M CM PS

Data Mining – what it really is and what it can do for your organisationRichard Hren, PhDDirector, Product MarketingSPSS Inc.USa

M MR From insight to action with operational data – avoiding Pyrrhic marketingvictoriesMorgan SandstromSenior Consultant

Bo BäckmanSenior ConsultantSIFO Research International Sweden ABSweden

19:00 - 22:30 Customer Reception – The Magic of Akrotiri. Busses begin departing from the hotel lobby at 19:00 and will return from 22:00.

Monday, 12 May

Speakers and sessions subject to change.

19:00 - 21:00 Registration and Welcome Reception | SPSS Expo

Tuesday, 13 May

Day Planner

SPSS Looking Ahead with SPSSM

R&LP Managing Risk and Loss Prevention

PS Public Sector

MarketingMR Market Research

Customer Management

Track Key:

a&R Analysis and Reporting

PP SPSS Partner Presentations

CM

BACK


08:00 - 09:00 SPSS Expo | Breakfast

ROOM NAME Delta/Sigma Ypsilon I-III Ypsilon IV-V Omikron I Omikron II VIP Lounge Athenaeum I-II

Breakout 5

09:00 - 09:45R&LP a&R

Using SPSS to validate Basel II requirementsGiacomo PetriniHead of Models and Process Validation ServiceUBI Bancaitaly

M CM

How a creative approach to data leads to a better customer contact strategyFrank van der Spek information ManagerAD NieuwsMedia BV the netherlands

Didier nieuwenhuisClient Value ConsultantClient Value Labthe netherlands

M Deploying analytics: combining predictive models, business rules, and optimisation techniques Sarah DunworthProduct Marketing ManagerSPSS Inc.UK

a&R MR

Programming SPSS to control processes and drive performanceKlaus BergmannManager, Methods and Product Development

oliver HülserSenior SpecialistGfK AGGermany

M CM a&R

Constructing a robust definition for churn modelling high-value customersSarah GrayCustomer insight Manager

Panyiotis GeorgiouCustomer insight analystTesco MobileUK

PS R&LP

Using data mining to target defaulters and increase tax paymentsVéronique VandammeData Warehouse Manager

Elly GoossensBusiness analystFOD FinanciënBelgium

MR

Maximising the value of research assetsJane HendricksProduct Marketing ManagerUSa

Heena JethwaProduct Marketing ManagerSPSS Inc.the netherlands

Breakout 6

10:00 - 10:45CM a&R

Churn modelling for Koç-Group companiesEnis Basegmezanalytical Business intelligence Manager

Melisa topcuBusiness intelligence ConsultantTanı Pazarlama ve İletişim Hizmetleri A.Şturkey

M MR

Beyond print: defining a new audience in the Internet ageRachel CassidySenior insight Executive

Jo Greeninsight ExecutiveAssociated Newspapers LtdUK

PS a&R

Faster, more flexible development of statisticalprocesses with SPSSDr Helma Schapendonk-MaasStatistical ResearcherStatistics Netherlandsthe netherlands

CM

Turning up the volume on your customers olivier JouveVice President, Corporate DevelopmentUSa

Heena JethwaProduct Marketing ManagerSPSS Inc.the netherlands

a&R Introduction to SPSS Text Analysis for Surveys: don’t leave open-ended questions untappedEric MartinProduct Marketing ManagerSPSS Inc.France

M CM

Promoting the third generation: optimis-ing telco campaigns with analytics Silvia CodognoMarketing CB Manager3 Italia

Enrico CosioSenior ManagerDeloitte Consultingitaly

CM MR Know your customers: how Braun keeps in touchStefan BenderVice President, Marketing and Strategic ResearchBraun GmbHGermany

Bernhard Witt2x4 LtdGermany


11:15 - 12:15 Keynote Panel Session: All journeys begin with the first step – the path to becoming a Predictive Enterprise

12:15 - 13:15 Lunch

Breakout 7

13:30 - 14:15 a&R

SPSS Expert Session: using programmability and scripting to extend SPSS and increase productivityJon PeckPrincipal Software EngineerSPSS Inc.USa

M CM Churn prediction and targeted offers in a highly competitive marketnebahat DönmezHead of Customer insightsVodafone Netherlandsthe netherlands

M Campaign prioritisation at Commerzbank AGHeiko GüthenkeHead of Customer and Business analysisCommerzbank AGGermany

MR

Simplifying multimodal, multilingual research with a common platformPayam GhamsariResearch ManagerUgam InternationalUK

M How to talk to your boss about data miningRichard Hren, PhDDirector, Product MarketingSPSS Inc.USa

CM a&R

Improving the recruitment process with predictive analyticsDr Peter Holdereggerorganisational PsychologistSwitzerland

a&R PP BI and Predictive Analytics: enhancing and extending the promiseCarol MartinDirector, Market DevelopmentCognos, an IBM companyCanada

Breakout 8

14:30 - 15:15R&LP CM

Switching to automatic: how to assess credit risk in under five secondsEdgars PeicsCRM it Development ManagerHansabankLatvia

CM SPSS SPSS Predictive Enterprise Services:overview and roadmapRod ReicksSenior Product Marketing ManagerSPSS Inc.USa

M SPSS

Clementine 12.0 – Data Mining forPredictive Analyticstom KhabazaDirector of Product Marketing for Data MiningSPSS Inc. UK

CM a&R

Customer loyalty programme supports business strategy at SNCFSébastien Le LardicCRM Project Manager

aurélie amiraCRM Project ManagerCRM Services SNCFFrance

CM a&R Going beyond market researchRené a. SchererHead of it Survey Competence CentreCredit Suisse Switzerland

M a&R

Torturing your data: an analytical CRM success storyandreas KokkinosHead Business intelligenceMarfin Laiki BankCyprus

MR

SPSS Customer Experts’ Panel: Exploring innovations in market researchChair: Kevin GrayDirector of Dimensions Product StrategySPSS Inc.UK

15:15 - 16:15 Closing Reception | Insight Award

Wednesday, 14 May

Speakers and sessions subject to change.

Day Planner

Thursday, 15 May

09:00 - 16:00 Post-conference Training



PS Public Sector


Customer Management

Track Key:

a&R Analysis and Reporting


CM

BACK


Keynote Sessions

Tuesday, 13 May 09:45 - 10:45Room: Ballroom II-III

ian ayres, author of the best-selling book Super Crunchers: why thinking-by-numbers is the new way to be smart, is a

pre-eminent expert on new methods of prediction and decision-making that are not only changing the way choices are made but the choices themselves. He calls it ‘Super Crunching’ – analysing massive databases to influence real-world decisions.

at SPSS Directions 2008, he will draw from his new book and speak about:n How and why these predictive techniques work n How decision makers are applying them to business and

just about everything else n the impact that predictive techniques will have on our

lives and on the traditional decision-makers who rely on experience and intuition.

Kick-off the conference with SPSS Chairman, President and CEo Jack noonan. Having just marked his fifteenth

year at SPSS, Jack is one of the longest-sitting, non-founding CEos of a technology company. Jack’s longevity at SPSS is based on the transformation he has driven, taking a ‘one product’ statistical software company and turning it into a globally recognised market leader with multiple product lines – all

serving the emerging predictive analytics market.

in this session, you’ll hear how Jack has evolved the company’s vision from ‘Real Stats, Real Easy’ to ‘the Predictive Enterprise’. in the process he has extended what the company does from delivering information to changing organisational processes; from event-based analysis to real-time analytics; and from return on investment at the analyst level to enterprise Roi. this is your chance to hear straight from Jack himself what SPSS is up to and where the company is going.

Tuesday, 13 May 09:15 - 09:45Room: Ballroom II-III

Jack Noonan, Chairman, President and CEO, SPSS Inc.

A Conversation with Jack Noonan

ian ayres is the William K. townsend Professor at yale Law School and a Professor at yale’s School of Management. He is a columnist for Forbes magazine, a regular commenta tor on US public radio’s Marketplace, and regularly writes for The New York Times. His research has been featured on television shows such as Prime Time Live, Oprah and Good Morning America and in Time and Vogue magazines. Professor ayres has been ranked as one of the most prolific and most-cited law professors of his generation.

Wednesday, 14 May 13:00 - 14:00Room: Ballroom II-III

Keynote Panel Session

2008 INSIGhT AwARDEstablished in 2006 in EMEa, the SPSS insight award recognises the SPSS customer who has most effectively driven the widespread use of data to improve decision making through its use of SPSS technology. the programme was established to provide customers with a forum for recognition and as an opportunity for them to share their success with others.

In 2007, SPSS recognised Cablecom GmbH as the winner of the Insight Award.

The 2008 SPSS Insight Award will be presented during the closing reception on Wenesday, 14 May.

Moderator and panellist:Rebecca Wettemann

Vice President, ResearchNucleus Research

Panellist:Federico Cesconi

Head of analytical CRMCablecom GmbH

Panellist:alastair White

Customer Strategy DirectorRoyal & SunAlliance

Panellist:Hanno Lorenzl

PrincipalWaterstone Analytics LLC

session overvieworganisations that realise the value of predictive analytics in gaining a complete view of their customers, employees, students, or citizens – and that use this understanding to drive decisions and actions – are on the path to becoming Predictive Enterprises. this interactive session will explore the experiences and insights of these pioneers in the realm of business intelligence and analytics, with a focus on on what it takes to become a predictive enterprise, best practices, and potential challenges. Rebecca Wettemann of nucleus Research will lead a panel of experts in an engaging discussion about the changing view of customer data and analytics – and how we can drive our organisations towards the vision of the Predictive Enterprise.

All journeys begin with the first step: the path to becoming a Predictive Enterprise

Panellist:alex Kormushoff

SVP WW Field operationsSPSS Inc.

Ian Ayres, economist, professor and author

Why thinking-by-numbers is the new way to be smart

BACK


Breakout Session Descriptions Speakers and sessions subject to change.

T R A C K

MarketingHear how today’s leading organisations harness the power of knowledge about their customers to maximise the value they generate. Find out how CRM and marketing departments can benefit from predictive analytics to increase marketing productivity and efficiency, reduce costs and generate a higher return on investment.

M CM Clementine

Tuesday, 13 May 11:15 - 12:00

Room: Ypsilon IV-V

Up- and cross-sell with the right offer for each customerOla Gustafsson

Customer data analyst

Länsförsäkringar AB

Sweden

Länsförsäkringar Alliance is the market

leader in non-life insurance in Sweden,

with a market share of 29 percent. The 24

regional companies service more than three

million customers and co-operate through

Länsförsäkringar AB. The main business

challenge for the organisation is to cross-

and up-sell bank and life insurance services

to non-life customers. Enter predictive

analytics.

With analytics, Länsförsäkringar now uses

historical data to build predictive models

for customer acquisition, cross-selling and

churn. In this session, they will explain how

implementing analytics produced a dramatic

increase in campaign selection productivity

that led to a response rate of nine percent

for a car insurance telemarketing campaign.

Previously, national campaigns with several

products were, at best, produced twice a

year. Now, the output level is five campaign

selections every day.

Come to this session to hear how

Länsförsäkringar now considers predictive

models to be useful knowledge assets

founded on real business experience; how

the models are also used for outbound

telemarketing campaigns that yield good

response rates; and how the organisation

is starting work on new campaigns such as

churn prevention.

As a result of implementing analytics,

Länsförsäkringar Alliance estimates that

it receives over 800.000 inbound calls in

a year, and using predictive models it is

able to calculate daily best-offers for each

individual customer – and present them for

staff to act upon.

M CM A&R Clementine, Text Mining

for Clementine, Dimensions

Tuesday, 13 May 13:30 - 14:15

Room: Ypsilon I-III

The Predictive Enterprise at work: revealing the causes of dissatisfaction through analytics Simon Dudley

Customer Analytics Manager

Royal & SunAlliance

UK

Royal & SunAlliance is one of the world’s

leading insurance companies, writing

business in over 130 countries and

providing general insurance products to over

20 million customers worldwide.

This presentation will discuss how Royal

& SunAlliance and SPSS have formed

a partnership to understand better the

interactions that take place across their

sales, service and claims call centres, and

how this insight drives operational change to

enhance customers’ overall experiences.

This real-world example of the Predictive

Enterprise at work will describe the

benefits that have been realised in the

areas of increased customer satisfaction;

improved customer retention; and

optimised operational processes through

understanding the root causes of customer

dissatisfaction – why people phone call

centres and how many calls they make

before the issue is resolved.

The session will also include practical advice

on how to approach this type of analysis: the

challenges to expect and the lessons to be

learned.

M CM SPSS, Clementine

Tuesday, 13 May 13:30 - 14:15

Room: Delta/Sigma

Using data mining for more effective marketingChristos Matsoukas

Head of Business Intelligence

EFG Eurolife

Greece

Eurolife, one of the largest insurance groups

in Greece, proudly states that its aim is to

provide its customers with comprehensive

insurance through modern, understandable

products. Recognising that each customer is

unique and has distinctive needs, it offers a

range of specialised but integrated solutions

to suit individual cases.

Consequently, its first and most important

requirement is to have a better view of its

customers, allowing it to understand their

needs and to devise more specifically

targeted marketing campaigns.

In this session, Eurolife will describe how

they use data mining to find common

characteristics and behavioural patterns

among its customers and generate customer-

centric segmentations and loyalty propensity

models for cross- and up-selling campaigns.

They will further explain how they use multi-

attribute segmentation to find products that

are related to customers’ existing portfolios,

and then find the right time to offer them.

You will also hear how Eurolife has achieved

considerable success with its methods,

which have increased positive responses to

health insurance marketing campaigns from

two percent to 25 percent.

M CM SPSS Text Mining for Clementine

Tuesday, 13 May 15:00 - 15:45

Room: Omikron II

Text Mining for Clementine: overview and roadmapEric Martin

Product Marketing Manager

SPSS Inc.

France

This session is intended for users of Text

Mining for Clementine – or anyone wishing



PS Public Sector


Customer Management

Track Key:

A&R Analysis and Reporting


CM

to learn more about how to leverage

analytical or predictive applications to turn

unstructured information into actionable

knowledge.

You will hear how extracted concepts and

categories can be combined with structured

data and applied to create models to yield

better and more focused decisions using

Clementine’s full suite of data mining tools.

In addition, you will hear about automated

translation and speech-to-text capabilities

that can be added to Clementine to

maximise the return on investment of any

predictive application.

Among other topics, the sessions will

discuss these new features in Text Mining for

Clementine 12.0/12.0.1:

n Enhanced support for verticalisation

– New Template Editor

– Updated libraries – Sentiment Analysis,

CRM, Security Intelligence, Competitive

Intelligence, Life Sciences (Genomics,

MeSH®), IT

n Enhanced multi-lingual capabilities

– Support of Sentiment Analysis in five

Languages (Dutch, German, English,

French, Spanish)

– More than 14 languages available

through Language Weaver.

M Text Mining for Clementine

Tuesday, 13 May 15:00 - 15:45

Room: Athenaeum I-II

The real benefits of text miningRebecca Wettemann

Vice President, Research

Nucleus Research

USA

Olivier Jouve

Vice President, Corporate Development

SPSS Inc.

USA

Text mining can help companies leverage

all the unstructured information they have

about products, services, competitors,

and customers to increase customers’

satisfaction and loyalty. SPSS Text Mining

leverages SPSS’ data mining platform

to enable companies rapidly to analyse

unstructured information for better decision

making.

Come along to this presentation to learn

about innovations in the field of text mining.

You will also hear, directly from an industry

analyst, a view of the market and suggested

best practices, use cases and returns

achieved by SPSS customers.

M CM Clementine

Tuesday, 13 May 15:00 - 15:45

Room: Ypsilon IV-V

Making a profit from customers’ calls – sell in real time Omar Rois Merino

Customer Analysis Manager

Angelica Dominguez

Customer Analysis

DIGITAL+

Spain

Digital + is the leading pay-per-view

television provider in Spain. It reaches

2,050,000 homes, giving it a total of some

six million customers.

The challenge for Digital + was to improve

profits by increasing the customer retention

rate and the customer loyalty rate. In

addition, they wanted to acquire new

customers and provide better customer

satisfaction through enhanced call centre

operations.

To achieve this, Digital + has used SPSS to

implement customer pop-up cards for its

call centre agents to use as an information,

segmentation and sales tool.

Come to this session to hear how these

cards help call centre agents by giving them

a picture of each customer, and work as a

segmentation tool that makes it possible to

customise the interactions and have one-to-

one conversations.

You can also discover how, powered by

SPSS Predictive Analytics, these cards

provide information such as the length of

the contract and the product package, and

a wide variety of other data to inform and

enrich the relationship between Digital + and

its customers.

You will also hear that, after a two-month

pilot programme, predictive call centre

operations produced a 20 percent increase

in the retention rate.

M CM Clementine,

SPSS Predictive Enterprise Services

Tuesday, 13 May 16:00 - 16:45

Room: Omikron II

Building complete understanding of customers through data integrationDag P. Svendsen

Analyst – Data Mining/Statistical Modelling

Komplett

Norway

Komplett is a leading European e-commerce

player operating in 10 countries selling

computer components, PCs, home

electronics and related equipment to end-

users and resellers. Komplett companies

have close to 1,6 million registered

customers.

During this session you can find out how,

through data mining, Komplett.com is

able to collect and integrate behavioural,

attitudinal, and other data from several

sources to get a complete understanding of

its customers.

In particular, you will hear how Web usage

data is integrated with customers’ purchase

histories, and then merged with socio-

demographic and attitudinal variables from

surveys.

The richness of the data resulting from this

integration permits advanced predictive

modelling in the development of, for

example, marketing campaigns and micro-

targeting. Komplett is also using modelling

to make product recommendations for

visitors to its Web shops.

BACK



M MR SPSS Server, Clementine

Tuesday, 13 May 16:00 - 16:45


From insight to action with operational data – avoiding Pyrrhic marketing victoriesMorgan Sandstrom

Senior Consultant

Bo Bäckman

Senior Consultant

SIFO Research International Sweden AB

Sweden

After years struggling with decreasing

customer loyalty, marketers are finding

that the cost of building and maintaining

client relations has reached levels where

sustainable profitability is threatened and

their work tends to result in Pyrrhic victories.

In this paper, SIFO will describe a different

approach based on fusing Target Group

Index data with customer databases to

support various marketing strategies,

customer retention and cross/up selling

campaigns. This makes it possible to use

values, interests, activities as predictive

factors.

In addition, when customer satisfaction

studies are fused it is possible to direct

messages selectively toward satisfied, loyal

and profitable customers.

The focus of the presentation will be not so

much on the fusion techniques used, but

on how critical operational information can

be identified, and how internal and external

data contribute to evaluating and handling

client relations, directing marketing activities

and maintaining a profitable return on

marketing.

M CM PS Clementine

Tuesday, 13 May 16:00 - 16:45

Room: VIP Lounge

Data mining – what it really is and what it can do for your organisationRichard Hren, PhD

Director, Product Marketing

SPSS Inc.

USA

‘Data mining’ is a frequently used yet often

misunderstood technical term, and in this

session you will learn the ‘true’ meaning

of data mining: what it is – and isn’t; what

it does – and doesn’t do; and how it can

integrate and inform the day-to-day decision

processes of many organisations.

As importantly, after this session you will

be able to appreciate the incredible value

that predictive analytics delivers to an

organisation – how the use of analytics

drives better decisions to provide rapid and

significant returns.

In fact, the ability to deliver impressive

return-on-investment figures is the critical

proof of the rationale for deploying predictive

analytics and becoming a true Predictive

Enterprise.

M CM A&R Clementine

Wednesday, 14 May 09:00 - 09:45

Room: Omikron II

Constructing a robust definition for churn modelling high-value customersSarah Gray

Customer Insight Manager

Panyiotis Georgiou

Customer Insight Analyst

Tesco Mobile

UK

As offerings amongst competitors become

increasingly rich, operators in the UK

telecom industry are continuously faced with

the issue of customers churning – defecting

to other suppliers. The challenge for Tesco

Mobile was to build a model to identify those

high-value customers with a high propensity

to churn.

At this session, you can learn how Tesco

Mobile built the churn propensity model,

how predictive analytics was used

proactively to define an approach to

retaining high value customers, and how this

has been deployed in targeted marketing

campaigns.

The presentation will demonstrate how an

iterative procedure was used to arrive at the

modelling definition, and how this was a

key to the model’s success. It will also share

practical tips and tricks based on the project.

Tesco Mobile’s predictive model delivered

the capability to apply retention strategies

towards customers with a high propensity to

churn, and to vary the strategies according

to the customer’s value. The intelligent

application of predictive modelling has

helped Tesco Mobile to control churn and

enhance the returns from its retention

programmes.

M CM PredictiveMarketing

Wednesday, 14 May 09:00 - 09:45

Room: Ypsilon I-III

How a creative approach to data leads to a better customer contact strategyFrank van der Spek

Information Manager

AD NieuwsMedia BV

The Netherlands

Didier Nieuwenhuis

Client Value Consultant

Client Value Lab

The Netherlands

Find out how the Netherlands’ second

largest national newspaper, with a daily

readership of more than 1,6 million people,

uses SPSS to provide better services to its

customers and to identify target groups more

effectively.

This session will outline how analytics

enable AD NieuwsMedia to sell additional

subscriptions to specific groups within its

existing customer base by approaching them

with a targeted proposal at the right time

and through the correct channel.

You will also hear about a creative approach

to using a customer database to create a

better contact strategy, and how to develop

an analytical and operational environment

to put this strategy into operation. For AD

NieuwsMedia, this led to a 23 percent saving

on its first telemarketing campaign after

implementing analytics.

M SPSS Predictive Enterprise Services

Wednesday, 14 May 09:00 - 09:45

Room: Ypsilon IV-V

Deploying analytics: combining predictive models, business rules, and optimisation techniques Sarah Dunworth


SPSS Inc.

UK

In this presentation, you’ll see how

predictive models, business rules, and

optimisation techniques can be used within

marketing departments to drive better

targeting of both inbound and outbound

campaigns, and within insurance claims

handling departments to target fraudulent

activity.

This session will also address how to deploy

models in an operational environment,

including considerations such as automating

the model evaluation and refresh processes

to ensure the most accurate results.

M MR Dimensions

Wednesday, 14 May 10:00 - 10:45

Room: Ypsilon I-III

Beyond print: defining a new audience in the Internet ageRachel Cassidy

Senior Insight Executive

Jo Green

Insight Executive

Associated Newspapers Ltd

UK

The fall in newspaper circulation and the

growth of online news platforms present

both challenges and opportunities to

traditional print brands. In this session, you

will find out how Associated Newspapers

Ltd (ANL) is responding by using analytics

to define a key segment of readers – the

MidBritons.

These super-consumers are Britain’s

economic engine room, with the power to

make or break brands. The presentation

will explain how Associated Newspapers’

Strategic Insight team, in conjunction with

BMRB – one of the UK’s leading market

research agencies – has developed a method

to bring the MidBritons to life and ensure that

the company is constantly up to date with the

segment’s attitudes and behaviours.

Find out how ANL are going beyond

structured surveys by combining sources

such as online panels with blogs,

scrapbooks and shared photos to deliver

insights into a genuine community. ANL will

also talk about research that is changing

the way one of the UK’s largest media

organisations understands and sells to its

audience, and delivers strategic feedback to

the business.

M CM Clementine, PredictiveMarketing

Wednesday, 14 May 10:00 - 10:45

Room: VIP Lounge

Promoting the third generation: optimising telco campaigns with analytics Silvia Codogno

Marketing CB Manager

3 Italia

Enrico Cosio

Senior Manager

Deloitte Consulting

Italy

With more than eight million customers,

H3G is the most important UMTS mobile

phone operator in Italy. The company carries

out more than 30 up- and/or cross-sell

campaigns each month, and has now

invested in predictive analytics to improve

its marketing performance.

Come to this session to hear how H3G

adopted a two-step approach, first

introducing predictive models to achieve

better targeting for single campaigns, and

then using SPSS PredictiveMarketing to

optimise campaigns to improve contact

rates, maximise redemption rates and

reduce ‘noise’.

M SPSS Server, Clementine

Wednesday, 14 May 13:30 - 14:15

Room: Ypsilon I-IV

Campaign prioritisation at Commerzbank AGHeiko Güthenke

Head of Customer and Business Analysis

Commerzbank AG

Germany

Commerzbank AG runs more than 350

campaigns per year on a customer base of

more than four million retail customers. In

the current market environment, this results

in the same customers being targeted by

campaigns featuring different products.

Commerzbank has tackled this problem by

introducing a new analytical process called

‘Cross-Product Campaign Optimisation’.

In this session, you can find out about Cross

Campaign Prioritisation – from the basics to

a full scale analytical approach to tackling

this problem – and hear about the technical

and organisational prerequisites for

optimally exploiting and leveraging existing

potentials. The session will also outline

an approach towards using a campaign

environment for longterm business planning.

M Clementine

Wednesday, 14 May 13:30 - 14:15

Room: Omikron II

How to talk to your boss aboutdata miningRichard Hren, PhD


SPSS Inc.

USA

Many organisations fail to use the power of

predictive analytics to its full extent. Often,

this is due to senior managements’ lack of

understanding of the real value of predictive

technologies.

In this session, you will be able to find out

the best ways to communicate the benefits

and value of predictive analytics to senior

management and other potential consumers

of analysis within your organisations.



PS Public Sector


Customer Management

Track Key:



CM



By demystifying data mining, you can:

n Become an advocate for predictive

analytics

n Become better able to convey the results

of analytic work

n Extend the analytic footprint within your

organisation

n Increase the likelihood of expanded

investment in your teams

n Make more powerful impact on your

organisation’s effectiveness.

By driving the increased use of data in your

company’s decision-making processes,

you will influence the effectiveness and

efficiency of multiple decision points and

deliver the return on investment that is

expected from analytical deployment.

M CM SPSS, SPSS Server, Clementine,


Wednesday, 14 May 13:30 - 14:15

Room: Ypsilon I-III

Churn prediction and targeted offers in a highly competitive marketNebahat Dönmez

Head of Customer Insights

Vodafone Netherlands

The Netherlands

The Netherlands is a highly saturated

telecommunications market where there is

a great deal of competition, including many

mobile virtual network operators. In such

an environment, post-pay customers can

easily change providers at any time, and the

decision is usually based on the handset

without consideration for the brand.

As one of the main providers in this market,

Vodafone Netherlands faces a number of

challenges:

n To identify the subscribers with a

propensity to churn

n To understand the reasons for churn

n To decrease the churn rate by developing

targeted retention activities while

controlling the retention budget with

tailor-made handset or other (non-

handset) offers.

At this session, you can learn how Vodafone

Netherlands’ Customer Insights Department

uses SPSS technology to produce eight

different monthly churn scores for two

different post-pay value segments, and how,

with these models, churn decreased from

between 10 to 25 percent.

This presentation also addresses the

approach the company took to building the

predictive models, including a definition of

churn and the collection and derivation of

more than 2.000 variables. The session will

also discuss the use of models within the

‘big picture’ by focusing on the example of a

specific Christmas campaign.

M A&R SPSS, SPSS Server, Clementine

Wednesday, 14 May 14:30 - 15:15

Room: VIP Lounge

Torturing your data: an analytical CRM success storyAndreas Kokkinos

Head Business Intelligence

Marfin Laiki Bank

Cyprus

Marfin Laiki Bank (Laiki) is the second

largest bank on the island of Cyprus, and is

growing rapidly throughout parts of Europe

and Australia. However, rapid expansion

in other countries caused the bank to

lose focus on its core business in Cyprus,

resulting in a slowdown in the growth of

market share for credit cards.

After identifying the problem, Laiki launched

a major effort to reach out to its customers.

Using predictive analytics allied to data

analysis methods, it examined areas such

as churn prediction, value segmentation and

campaign development.

At this session, you will find out how this

joint effort by the Cards, Marketing and

Business Intelligence departments not only

stopped the slowdown but turned it around:

for the first time in its history, the bank’s

rate of market share growth in credit cards is

significantly higher than that of the market

as a whole.

The session will explain how this success

was due to concentrating on basic marketing

and CRM, and once more becoming familiar

with the customers.

In this presentation, you will hear about the

processes and the functionality of the tools

that were used, and how predictive analytics

technology made the project much easier.

Finally, Liaki will talk about the moral of

its success story – “If you torture the data

long enough, it will confess” – and how this

approach is now being applied to all other

major banking areas with quite impressive

results.

M SPSS Clementine

Wednesday, 14 May 14:30 - 15:15

Room: Ypsilon IV-V

Clementine 12.0 – data mining for predictive analyticsTom Khabaza

Director of Product Marketing for Data Mining

SPSS Inc.

UK

Join us at this session to learn all about

Clementine, SPSS’ leading data mining

workbench. You’ll hear how Clementine

delivers maximum productivity for analysts

by offering a comprehensive range of

capabilities, which are integrated through

a visual workflow interface and support the

entire data mining process.

We’ll also cover:

n What is data mining and how does it fit

with predictive analytics?

n How Clementine can be both a desktop

tool and the core of a Predictive Enterprise

n New features in Clementine 12.0

n A look-ahead to the direction of future

Clementine development.

T R A C K

Public Sector Anyone working in a government agency or an academic institution will want to attend these sessions. Explore how other organisations benefit from predictive analytics solutions for statistical analysis, data and text mining, programme feedback management and many other purposes.

PS R&LP Clementine

Tuesday, 13 May 11:15 - 12:00

Room: Omikron I

An improved risk management framework for tax collectionLyne Sincennes

Director

Canada Revenue Agency

Canada

With personal income tax accounting for

47 percent of total budgetary revenues,

efficient tax collection is crucial to support

the Canadian government’s spending plans.

Playing an important role in the process is

the Canada Revenue Agency’s (CRA) Debt

Management Branch, which is responsible for

ensuring compliance with filing and reporting

laws within a self-assessment tax system.

Come along to this session to hear how the

CRA used SPSS’ Clementine workbench, to

develop risk models to:

n Identify those non-compliant taxpayers

who are likely to respond positively to

appropriate enforcement actions

n Predict the likelihood of a taxpayer

voluntarily resolving a tax debt

n Predict the probability that a collections

officer will need to take enforcement action

to resolve a debt

n Predict the likelihood of success of

automated or call centre responses to debt

issues.

In addition, CRA will show you how they used

SPSS models to identify and claim $7 million

in new revenues from previously written-off,

non-compliant taxpayers in a pilot project.

Once in full production, the CRA expects to

generate $180 million of additional revenue.

PS A&R Clementine, Text Mining for

Clementine

Tuesday, 13 May 11:15 - 12:00

Room: Omikron II

Mining Dutch history: researching public debate in the nineteenth centuryDr José de Kruif

Researcher

Utrecht University Research Institute

for History

The Netherlands

The presentation discusses research

into the role of pamphlet and newspaper

texts in the Netherlands during the 19th

Century, a period of transition in the Dutch

media landscape.

Many textual sources traditionally used

by historians are becoming available in

electronic form, opening new possibilities

for the use of OCR and text mining to

examine large quantities of printed

materials. The paper will describe how

pamphlets and newspapers covering

important public issues were scanned and,

through OCR techniques, converted into

electronic texts.

Then, using text mining, the Research

Institute compared texts for common

occurrences of rhetorical devices,

terminology, references to persons,

institutions, events and arguments.

Text mining was also used to compare the

results with metadata such as the medium,

authorship and genre of the publications.

The session will describe how this method

results in a much clearer image of how the

media worked in the 19th Century, and

how it offers more concise answers to the

questions of what messages were being

conveyed, who they were meant for and

how they were being communicated.

You will also hear how the research

completed – and partly replaced –

fragmented impressions of nineteenth-

century press culture in the Netherlands,

especially during a period of passionate

dispute between the Government and

Protestant and Roman Catholic citizens.

PS R&LP SPSS, SPSS Server, Clementine

Tuesday, 13 May 15:00 - 15:45

Room: VIP Lounge

Data mining catches fraudulent patient sharing schemesMarcee Sturino

Director, Data Informatics

TrustSolutions LLC

USA

TrustSolutions LLC is a Program Safeguard

Contractor for the United States Department

of Health and Human Services’ Centers for

Medicare and Medicaid Services. It works with

the U.S. federal government to detect and

prevent fraud, waste and abuse in one of the

country’s major health-care programs.

One particular issue that TrustSolutions was

called upon to investigate was an allegation

that health care facilities were sharing

patients among themselves – and collecting

fraudulent payments for each case.

In this session, TrustSolutions will describe

how they used statistics to extract and format

patient and claims data, and applied data

mining to find and validate instances of fraud.

As result, they will disclose, there were several

referrals to law enforcement agencies in

relation to potential overpayments exceeding

US $14 million.

PS A&R SPSS, Clementine, Dimensions,

SPSS Text Analysis for Surveys

Tuesday, 13 May 16:00 - 16:45

Room: Ypsilon I-III

Using analytics to develop stronger and safer communitiesKeith Bentley

Chief Superintendent (Retired)

Greater Manchester Police

UK

In the UK, responsibility for delivering crime

reduction and public safety initiatives, at

both strategic and tactical levels, falls to

the police and to local authority personnel.

In Oldham, a town near Manchester, the

local government authority and the police

formed a strategic partnership with SPSS

to integrate data collection with traditional

surveys and analysis methods to help deploy

community safety platforms.



PS Public Sector


Customer Management

Track Key:



CM

BACK



Anyone concerned with establishing and

maintaining safe and secure communities will

be interested to hear how Oldham Police used

these analytical methods to embed crime

reduction and public safety improvements

within local communities through ‘Local Area

Agreements’ that provide a road map for

sustainable improvements in public safety

and securing government support.

While SPSS Base and Dimensions were the

primary tools for this exercise, the session

will also discuss concepts for linking SPSS

Clementine into an intelligence model that

may be helpful to police operations.

PS A&R MR SPSS

Tuesday, 13 May 16:00 - 16:45

Room: Omikron I

Improving social welfare policy-making with SPSS reportingCarlo Vreugde

Analyst Co-ordinator

SGBO

The Netherlands

Anyone who uses SPSS Base to analyse data

and then outputs the results to Microsoft®

Word will find this presentation particularly

informative.

SGBO is a research and consulting

agency specialising in local government

issues (formerly, it was the research arm

of the association of Dutch municipal

governments). Following the introduction

of a new law that makes local government

agencies responsible for a wide range of

social services, SGBO was commissioned to

produce benchmark reports for more than

150 municipalities.

To achieve this efficiently, SGBO used

SPSS syntax to export hundreds of different

analytical results to Word documents, not as

blocks of text but automatically placing text,

tables and graphs in the placeholders and

bookmarks set up in Word.

SGBO will go on to describe how automated

reporting has improved the effectiveness and

cost-efficiency of local government, enabling

municipalities to minimise local taxes.

M PS CM Clementine

Tuesday, 13 May 16:00 - 16:45

Room: VIP Lounge



SPSS Inc.

USA












drives better decisions to provide rapid

and significant returns. In fact, the ability

to deliver impressive return-on-investment

figures is the critical proof of the rationale for

deploying predictive analytics and becoming

a true Predictive Enterprise.

PS R&LP Clementine

Wednesday, 14 May 09:00 - 09:45

Room: VIP Lounge

Using data mining to target defaulters and increase tax paymentsVéronique Vandamme

Data Warehouse Manager

Elly Goossens

Business analyst

FOD Financiën

Belgium

According to the American inventor and

statesman Benjamin Franklin, “In this world

nothing can be said to be certain, except

death and taxes”. Not everyone believes him,

however, and some people will try hard to

avoid or default on their tax obligations. But

thanks to analytics, avoiders and defaulters in

Belgium are finding it very difficult to escape.

The Minister of Finance instructed the Federal

Public Service Finance (FPSF) to recover

€75 million in unpaid taxes, and as part of

the plan to achieve this, the organisation is

building a warehouse of information about

people who don’t pay their taxes.

Don’t miss this session, where you will

hear how statistics are used to increase tax

revenues by analysing a combination of

internal and external sources.

You will also hear how the expertise of

FPSF’s analysts is being distributed in a

format that can be used throughout the

organisation.

The FPSF will also confirm results that

exceeded expectations, with €4 million

recovered in the first phase of trials and a

further €2,7 million in the second. Perhaps

Ben Franklin was right after all.

PS A&R Clementine,


Wednesday, 14 May 10:00 - 10:45

Room: Ypsilon IV-V

Faster, more flexible development of statistical processes with SPSSDr Helma Schapendonk-Maas

Statistical Researcher

Statistics Netherlands

The Netherlands

Like many official statistical agencies,

Statistics Netherlands (SN) is facing a

continuously changing environment: new,

often large data sources appear, and existing

ones change.

To cope with the dynamic processes

required, and with changing business rules,

the organisation needs tools that can be

adapted for new types of data exploration

and facilitate easy development.

As a result, SN used Clementine and SPSS

Predictive Enterprise Services to develop

new statistical processes, with the aim of

achieving faster development times, more

development flexibility and a more uniform

process environment.

At this presentation you can hear how, using

data mining, new processes were developed

for demographical statistics that were not as

dependent on support from IT experts and

could easily be maintained by statisticians,

and how Clementine proved very suitable for

transforming large datasets with relatively

few variables.

In addition, SN will describe how SPSS

Predictive Enterprise Services ensures

reproducible and traceable results, including

version control and audit trails; how it

supports iterative development using

Clementine on the actual statistical data;

and also how it provides a generic tool for

maintaining and using statistical rules.

As a result, Statistics Netherlands

developed, tested and put in production

multiple streams for many different

statistical products while meeting the

planned development schedule. Building

similar processes using standard

development methods and tools would have

taken two to three times longer.

T R A C K

Managing Risk and Loss PreventionEvery year, businesses and government agencies lose hundreds of millions as a result of fraudulent activities. Businesses also wrestle with the challenges and potential revenue losses associated with bringing on high-risk customers. Identifying risk and preventing losses are critically important to both private and public sector organisations, and in this track you can find out how SPSS’ customers tackled these problems and minimised their exposure to risk and loss.

R&LP PS Clementine

Tuesday, 13 May 11:15 - 12:00

Room: Omikron I

An improved risk management framework for tax collectionLyne Sincennes

Director

Canada Revenue Agency

Canada

With personal income tax accounting for

47 percent of total budgetary revenues,

efficient tax collection is crucial to support

the Canadian government’s spending plans.

Playing an important role in the process is

the Canada Revenue Agency’s (CRA) Debt

Management Branch, which is responsible for

ensuring compliance with filing and reporting

laws within a self-assessment tax system.

Come along to this session to hear how the

CRA used SPSS’ Clementine workbench, to

develop risk models to:

n Identify those non-compliant taxpayers

who are likely to respond positively to

appropriate enforcement actions

n Predict the likelihood of a taxpayer

voluntarily resolving a tax debt

n Predict the probability that a collections

officer will need to take enforcement action

to resolve a debt

n Predict the likelihood of success of

automated or call centre responses to debt

issues.

In addition, CRA will show you how they used

SPSS models to identify and claim $7 million

in new revenues from previously written-off,

non-compliant taxpayers in a pilot project.

Once in full production, the CRA expects to

generate $180 million of additional revenue.

R&LP A&R Clementine, Text Mining for

Clementine

Tuesday, 13 May 13:30 - 14:15

Room: Omikron I

Credit scoring in real time: reducing risk with text mining Piero Biagi

General Director

Nolé SpA

Italy

Nolé SpA, controlled by Banca Agrileasing,

is one of the leading Italian companies in

the growing field of hiring innovative, all-

inclusive value-added equipment solutions.

Its clients include business and professional

customers in the telecommunication,

information technology, copying and digital

printing, medical and banking sectors. Nolé

operates in partnership with a group of

vendors who supply the equipment offered

for rental.

In particular, Nolé is the market leader in

‘small ticket’ rentals or leasing operations

valued up to €25.000.

One of the biggest challenges facing rental

businesses is assessing client credit risk,

and in this session Nolé will describe how

it used data mining technology to build an

efficient real-time credit scoring system, and

how the addition of text mining provided

better predictions. They will also present

results – a 55 percent increase in new

business with no additional staff, and early

defaults reduced from 3,6 percent to 1,5

percent – that demonstrate the effectiveness

of their approach.



PS Public Sector


Customer Management

Track Key:



CM

BACK



R&LP PS SPSS, SPSS Server, Clementine

Tuesday, 13 May 15:00 - 15:45

Room: VIP Lounge

Data mining catches fraudulent patient sharing schemesMarcee Sturino

Director, Data Informatics

TrustSolutions LLC

USA

TrustSolutions LLC is a Program Safeguard

Contractor for the United States Department

of Health and Human Services’ Centers for

Medicare and Medicaid Services. It works with

the U.S. federal government to detect and

prevent fraud, waste and abuse in one of the

country’s major health-care programs.

One particular issue that TrustSolutions was

called upon to investigate was an allegation

that health care facilities were sharing

patients among themselves – and collecting

fraudulent payments for each case.

In this session, TrustSolutions will describe

how they used statistics to extract and format

patient and claims data, and applied data

mining to find and validate instances of fraud.

As result, they will disclose, there were several

referrals to law enforcement agencies in

relation to potential overpayments exceeding

US $14 million.

R&LP A&R SPSS, SPSS Server, Clementine

Wednesday, 14 May 09:00 - 09:45

Room: Delta/Sigma

Using SPSS to validate Basel II requirementsGiacomo Petrini

Head of Models and Process Validation

Services

UBI Banca

Italy

Under the first pillar of the Basel II Accords

(International Convergence of Capital

Measurement and Capital Standards), banks

are required to assess how much capital

they need as a safeguard against various

types of financial and operational risk –

including credit risk.

Banks must also establish an independent

internal team to validate the methods used

to perform the risk assessment – a very

complex and time-consuming process.

In this session, you can hear how UBI Banca,

a regional Italian bank with total assets

of €119 billion, used statistics and data

mining to simplify and speed up validation

of its implementation of the Internal Ratings-

Based approach to assessing credit risk.

The presentation will focus on UBI Banca’s

use of predictive analytics to validate

internal estimates for credit risk and to

verify the IT architecture of the internal

rating system, making it easier to register

the validation process with Bank of Italy in a

relatively short time.

R&LP PS Clementine

Wednesday, 14 May 09:00 - 09:45

Room: VIP Lounge

Using data mining to target defaulters and increase tax paymentsVéronique Vandamme

Data Warehouse Manager

Elly Goossens

Business analyst

FOD Financiën

Belgium

According to the American inventor and

statesman Benjamin Franklin, “In this world

nothing can be said to be certain, except

death and taxes”. Not everyone believes him,

however, and some people will try hard to

avoid or default on their tax obligations. But

thanks to analytics, avoiders and defaulters in

Belgium are finding it very difficult to escape.

The Minister of Finance instructed the Federal

Public Service Finance (FPSF) to recover

€75 million in unpaid taxes, and as part of

the plan to achieve this, the organisation is

building a warehouse of information about

people who don’t pay their taxes.

Don’t miss this session, where you will

hear how statistics are used to increase tax

revenues by analysing a combination of

internal and external sources.

You will also hear how the specific expertise

of FPSF’s analysts is being distilled and

distributed in a format that can be used

throughout the organisation.

The FPSF will also confirm results that

exceeded expectations, with €4 million

recovered in the first phase of trials and a

further €2,7 million in the second. Perhaps

Ben Franklin was right after all.

R&LP CM SPSS Server, Clementine

Wednesday, 14 May 14:30 - 15:15

Room: Delta/Sigma

Switching to automatic: how to assess credit risk in under five secondsEdgars Peics

CRM IT Development Manager

Hansabank

Latvia

Latvia’s Hansabank Group, one of the

region’s leading financial institutions, is

preparing to transform its credit and pricing

decision-making processes, moving from a

manual procedure that takes 15 minutes to

a fully automated, real-time system capable

of arriving at a conclusion in between one

and five seconds. The new system will

comply fully with the Basel II requirements

for ensuring that sufficient capital is

reserved to cover possible credit defaults.

This session will explain how Hansabank

used SPSS Clementine to create dozens of

risk monitoring and assessment models,

which were then submitted to the national

financial supervisory board for approval.

When deployed, the models will produce

credit risk scores in real time for

150.000 customers every month.

Other topics include how Hansabank met

the challenge of aligning business and

IT objectives; the lessons learned and

the tools and practices that worked; and

the bank’s vision for using modelling

techniques to create business value.

T R A C K

Customer ManagementDon’t miss these sessions to learn more about how to profile customers, define customer segments and perform basket analysis to uncover buying patterns. Included in this track are sessions that show how organisations can combine these results with demographic data to determine the most effective cross-sell or up-sell offers. See how businesses prevent churn, increase retention and become more successful.

CM M Clementine

Tuesday, 13 May 11:15 - 12:00

Room: Ypsilon IV-V

Up- and cross-sell with the right offer for each customerOla Gustafsson

Customer data analyst

Länsförsäkringar AB

Sweden

Länsförsäkringar Alliance is the market

leader in non-life insurance in Sweden,

with a market share of 29 percent. The 24

regional companies service more than three

million customers and co-operate through

Länsförsäkringar AB. The main business

challenge for the organisation is to cross-

and up-sell bank and life insurance services

to non-life customers. Enter predictive

analytics.

With analytics, Länsförsäkringar now uses

historical data to build predictive models

for customer acquisition, cross-selling and

churn. In this session, they will explain how

implementing analytics produced a dramatic

increase in campaign selection productivity

that led to a response rate of nine percent for

a car insurance telemarketing campaign.

Previously, national campaigns with several

products were, at best, produced twice a

year. Now, the output level is five campaign

selections every day.

Come to this session to hear how

Länsförsäkringar now considers predictive

models to be useful knowledge assets

founded on real business experience; how

the models are also used for outbound

telemarketing campaigns that yield good

response rates; and how the organisation

is starting work on new campaigns such as

churn prevention.

As a result of implementing analytics,

Länsförsäkringar Alliance estimates that

it receives over 800.000 inbound calls in

a year, and using predictive models it is

able to calculate daily best-offers for each

individual customer – and present them for

staff to act upon.

CM SPSS Predictive Enterprise Services

Tuesday, 13 May 11:15 am - 12:00 pm

Room: Delta/Sigma

The Predictive Enterprise: driving profitable growthKris Neitz

Vice President, Enterprise Solutions

Stephen Cole

Vice President, Solutions Marketing

SPSS Inc.

USA

Organisations face tough challenges in

trying to grow their businesses. They need

to acquire more customers less expensively,

increase customer and employee value,

retain profitable customers, minimise the risk

associated with transactions, and identify

fraud and maximise operational efficiency.

If you attend this session you will

understand why successful organisations

use predictive analytics as a key capability

to drive profitable growth and attain greater

efficiencies across the enterprise.

For example, you can learn how to:

n Better understand your customers,

employees or constituents by engaging

in an on-going dialogue, capturing key

information and combining those insights

with existing data

n Apply advanced analytics to gain deeper

insights and predict future behaviour and

preferences

n Efficiently deploy the results of analysis

and dramatically improve business

processes across your operations.

A true Predictive Enterprise maximises the

value of all its data assets, and applies

analytics effectively across all parts of its

business – even tuning its organisational

structure to reflect the importance of

evidence-based decision making.

In this session, you will learn how devising

a roadmap for the adoption of predictive

analytics ensures an early return on the

investment and leads to your ultimate goal:

reshaping and optimising your operational

processes across all areas of your business.

CM A&R Dimensions

Tuesday, 13 May 11:15 - 12:00

Room: Ypsilon I-III

Wednesday, 14 May 14:30 - 15:15

Room: Omikron II

Going beyond market researchRené A. Scherer

Head of IT Survey Competence Centre

Credit Suisse

Switzerland

Credit Suisse Group is a leading global

financial services company headquartered

in Zurich. As an integrated bank, Credit

Suisse provides its clients with investment

banking, private banking and asset

management services worldwide.

The company’s IT Survey Competence

Center is a full-service provider for

Enterprise Feedback Management (EFM)

across Credit Suisse’s customers and

employees. It started in the year 2000

with paper surveys, and is now using

Dimensions to develop up to 100 different

projects per year.

The surveys are primarily performed for

internal customer groups (IT, HR, Banking,

Finance etc), but the centre also works as a

contractor for the bank’s Market Research

team, targeting external customers.

The portfolio includes regular surveys on IT

customer satisfaction, IT project satisfaction

and support centre surveys; ad hoc surveys

about products, services and processes;

and HR topics (eg mood barometers).

Come to this session to find about the

benefits of using Dimensions outside the

usual context of market research to conduct

real EFM within a large organisation.



PS Public Sector


Customer Management

Track Key:



CM

BACK



CM M SPSS, Clementine

Tuesday, 13 May 13:30 - 14:15

Room: Delta/Sigma

Using data mining for more effective marketingChristos Matsoukas

Head of Business Intelligence

EFG Eurolife

Greece

Eurolife, one of the largest insurance groups

in Greece, proudly states that its aim is to

provide its customers with comprehensive

insurance through modern, understandable

products. Recognising that each customer is

unique and has distinctive needs, it offers a

range of specialised but integrated solutions

to suit individual cases.

Consequently, its first and most important

requirement is to have a better view of its

customers, allowing it to understand their

needs and to devise more specifically

targeted marketing campaigns.

In this session, Eurolife will describe how

they use data mining to find common

characteristics and behavioural patterns

among its customers and generate customer-

centric segmentations and loyalty propensity

models for cross- and up-selling campaigns.

They will further explain how they use multi-

attribute segmentation to find products that

are related to customers’ existing portfolios,

and then find the right time to offer them.

You will also hear how Eurolife has achieved

considerable success with its methods,

which have increased positive responses to

health insurance marketing campaigns from

two percent to 25 percent.

CM M A&R Dimensions, Clementine,

Text Mining for Clementine

Tuesday, 13 May 13:30 - 14:15

Room: Ypsilon I-III



Royal & SunAlliance

UK



business in over 130 countries and providing

general insurance products to

over 20 million customers worldwide.





















learned.

CM SPSS SPSS Predictive Enterprise Services

Tuesday, 13 May 13:30 - 14:15

Room: Omikron II

The Analytical Revolution: reaping the benefits of a predictive analytics infrastructure Kathy Konkel


Colin Shearer

Senior Vice President, Marketing Strategy

SPSS Inc.

UK

More and more organisations are turning

to predictive analytics to solve their

business problems. While point solutions

can deliver significant returns, the most

visionary companies are going to the next

level by adopting a predictive analytics

infrastructure: a key step to becoming a

Predictive Enterprise.

Attend this session to learn how to take your

organisation beyond ad hoc analysis by:

n Delivering better results more quickly with

a predictive analytics infrastructure

n Adopting a standard platform to share

best practices, experiences, common

analytical components, analytical data

views and processes across applications

and business areas

n Developing repeatable, scalable processes

n Monitoring your deployment of analytics

across the organisation

n Combining the SPSS Predictive

Enterprise Services platform with

your existing analytical tools to form the

core of your predictive analytics

environment.

CM M Clementine

Tuesday, 13 May 15:00 - 15:45

Room: Ypsilon IV-V

Making a profit from customers’ calls – sell in real time Omar Rois Merino

Customer Analysis Manager

Angelica Dominguez

Customer Analysis

DIGITAL+

Spain

Digital + is the leading pay-per-view

television provider in Spain. It reaches

2.050.000 homes, giving it a total of some

six million customers.

The challenge for Digital + was to improve

profits by increasing the customer retention

rate and the customer loyalty rate. In

addition, they wanted to acquire new

customers and provide better customer

satisfaction through enhanced call centre

operations.

To achieve this, Digital + has used SPSS to

implement customer pop-up cards for its

call centre agents to use as an information,

segmentation and sales tool.

Come to this session to hear how these

cards help call centre agents by giving them

a picture of each customer, and work as a

segmentation tool that makes it possible to

customise the interactions and have one-to-

one conversations.

You can also discover how, powered by

SPSS Predictive Analytics, these cards

provide information such as the length of

the contract and the product package, and

a wide variety of other data to inform and

enrich the relationship between Digital + and

its customers. You will also hear that, after a

two-month pilot programme, predictive call

centre operations produced a 20 percent

increase in the retention rate.

CM A&R SPSS, Clementine,

SPSS Predictive Eenterprise Services

Tuesday, 13 May 15:00 - 15:45

Room: Ypsilon I-III

Managing unstable processes in automotive manufacturingHans Doermann-Osuna

Quality Management Specialist

BMW Group

Germany

In the automotive world, ‘quality’ and ‘BMW’

are one and the same. However, some

automotive manufacturing processes, such

as the casting of alloy engine blocks, are

non-stable.

The process is complex and subject to

disturbance by a number of factors that

cannot be easily controlled, making it

difficult to predict the quality of a casting

until six to eight hours after being cast.

Consequently, every single casting must

be inspected before it is passed, sent for

rework, or scrapped. In addition, the non-

stable nature of the process means that

classical quality management procedures

cannot be used.

At this session, you will find out how BMW

used data mining to examine both process

and final quality data to build an on-line

scoring system for casting. As a result, the

car maker was able to improve the overall

process, stabilise and optimise scrap and

rework levels, lower production time scales

and significantly reduce production costs.

CM M SPSS Text Mining for Clementine

Tuesday, 13 May 15:00 - 15:45

Room: Omikron II



SPSS Inc.

France






knowledge.












discuss these new features in Text Mining

for Clementine 12.0/12.0.1:






MeSH®), IT




French, Spanish)





PS Public Sector


Customer Management

Track Key:



CM



CM SPSS, Clementine

Tuesday, 13 May 16:00 - 16:45

Room: Ypsilon IV-V

Why do customers defect? And how can you stop them?Dr Thomas Fender

Senior Data Mining Specialist

Union Investment Privatfonds GmbH

Germany

Founded in 1956, Union Investment

Privatfonds (UIP) ranks among the three

leading German fund managers by market

share, with more than €171 billion under

management as of June 2007.

Like all financial institutions, UIP values

loyal customers and strives continuously

to prevent them defecting to a rival. But as

well as using statistical modelling to predict

the probability of churning, UIP takes the

concept a step further by using data mining

techniques to discover the reasons why it

may be forfeiting customers’ goodwill.

In this session, UIP will explain how

predictive analytics allows deeper insight

into customers’ behaviours, how the it

meets the challenge of identifying customer

segments with similar churning patterns,

and the methods used to model rules for use

with highly dynamic data.

The results, they will reveal, help to address

churning through campaigns and mailings

aimed at the segments at risk, with an

estimated return of between 70 and 100

percent.

CM M PS Clementine

Tuesday, 13 May 16:00 - 16:45

Room: VIP Lounge



SPSS Inc.

USA












drives better decisions to provide rapid and

significant returns.

In fact, the ability to deliver impressive

return-on-investment figures is the critical

proof of the rationale for deploying predictive

analytics and becoming a true Predictive

Enterprise.

CM M Clementine,


Tuesday, 13 May 16:00 - 16:45

Room: Omikron II

Building complete understanding of customers through data integrationDag P. Svendsen

Analyst – Data Mining/Statistical Modelling

Komplett

Norway

Komplett is a leading European e-commerce

player operating in 10 countries selling

computer components, PCs, home

electronics and related equipment to end-

users and resellers. Komplett companies

have close to 1,6 million registered

customers.

During this session you can find out how,

through data mining, Komplett.com is

able to collect and integrate behavioural,

attitudinal, and other data from several

sources to get a complete understanding

of its customers. In particular, you will

hear how Web usage data is integrated

with customers’ purchase histories, and

then merged with socio-demographic and

attitudinal variables from surveys.

The richness of the data resulting from this

integration permits advanced predictive

modelling in the development of, for

example, marketing campaigns and micro-

targeting. Klompett is also using modelling

to make product recommendations for

visitors to its Web shops.

CM M PredictiveMarketing

Wednesday, 14 May 09:00 - 09:45

Room: Ypsilon I-III

How a creative approach to data leads to a better customer contact strategyFrank van der Spek

Information Manager

AD NieuwsMedia BV

The Netherlands

Didier Nieuwenhuis

Client Value Consultant

Client Value Lab

The Netherlands

Find out how the Netherlands’ second

largest national newspaper, with a daily

readership of more than 1,6 million people,

uses SPSS to provide better services to its

customers and to identify target groups more

effectively.

This session will outline how analytics

enable AD NieuwsMedia to sell additional

subscriptions to specific groups within its

existing customer base by approaching them

with a targeted proposal at the right time

and through the correct channel.

You will also hear about a creative approach

to using a customer database to create a

better contact strategy, and how to develop

an analytical and operational environment

to put this strategy into operation. For AD

NieuwsMedia, this led to a 23 percent saving

on its first telemarketing campaign after

implementing analytics.

CM M A&R Clementine

Wednesday, 14 May 09:00 - 09:45

Room: Omikron II



Panyiotis Georgiou


Tesco Mobile

UK








to churn.







campaigns.














programmes.

CM A&R Clementine

Wednesday, 14 May 10:00 - 10:45

Room: Delta/Sigma

Churn modelling for Koç-Group companiesEnis Basegmez

Analytical Business Intelligence Manager

Melisa Topcu

Business Intelligence Consultant

Tanı Pazarlama ve İletişim Hizmetleri A.Ş.

Turkey


(Tanı) is a company within Koç Holding

AŞ, one of Turkey’s leading industrial

conglomerates with operations in the

automotive, durable goods, food, retailing,

energy, financial services, tourism,

construction and IT sectors. Tanı provides

Customer Relations Management (CRM)

services to both external companies and

to the Koç Group, in particular its customer

satisfaction and loyalty programme.

As markets in Turkey mature, shifting

from rapid growth to near-saturation amid

fierce competition, the focus of Koç Group

companies shifted from building a customer

base to keeping customers ‘in house’.

In order to thrive in such market conditions,

Tanı produces life-stage and event-based

marketing activities; creates and manages

multi-channel campaigns; determines

business needs and fulfils them through

data mining and other predictive analytic

techniques.

Tanı also leads Koç Group’s CRM projects,

including segmentation modelling, loyalty

programmes, Recency-Frequency-Monetary

value, migration, and churn analyses, which

are all designed to attract attention and

improve loyalty.

This session will discuss Tanı’s methods,

which include:

n A digital loyalty card platform that

recognises customers and transaction

details across 15 companies in seven

sectors

n Pre-defining customers who are more

likely to churn

n Methods to keep the customer ‘in house’

n The competitive experience, which

creates cost and profitability

advantages, gained through

thousands of campaigns.

You will also hear about how Tanı’s churn

model has successfully identified over

100.000 customers who were likely to churn,

and placed them on the loyalty programme.

CM Dimensions, Text Mining for Clementine

Wednesday, 14 May 10:00 - 10:45

Room: Omikron I

Turning up the volume on your customers Olivier Jouve

Vice President, Corporate Development

Heena Jethwa


SPSS Inc.

The Netherlands

Your customers are talking. Are you

listening? Or are you missing key insights by

not hearing everything they have to say?

Customers and prospects communicate

with you in many ways – through feedback

you seek out through surveys and feedback

programmes, and via unsolicited comments

received through blogs, call centres, and

e-mail. When you can hear everything your

customers have to say, you get a complete

market and consumer picture that helps you

focus your product development, customer

experience, and brand management

practices and objectives.

This presentation will discuss different types

of feedback and how they can be combined

and analysed to gain actionable and

comprehensive insight into your customers’

wants, needs, and preferences.

CM M

Clementine, PredictiveMarketing

Wednesday, 14 May 10:00 - 10:45

Room: VIP Lounge

Promoting the third generation: optimising telco campaigns with analytics Silvia Codogno

Marketing CB Manager

3 Italia

Enrico Cosio

Senior Manager

Deloitte Consulting

Italy

With more than eight million customers,

3 Italia is the most important UMTS mobile

phone operator in Italy. The company carries

out more than 30 up- and/or cross-sell



PS Public Sector


Customer Management

Track Key:



CM


campaigns each month, and has now

invested in predictive analytics to improve

its marketing performance.

Come to this session to hear how 3 Italia

adopted a two-step approach, first

introducing predictive models to better target

single campaigns, and then using SPSS

PredictiveMarketing to optimise campaigns

to improve contact rates, maximise

redemption rates and reduce ‘noise’.

CM MR Dimensions

Wednesday, 14 May 10:00 - 10:45


Know your customers: how Braun keeps in touchStefan Bender

Vice President, Marketing and Strategic

Research

Braun GmbH

Bernhard Witt

2x4 Ltd

Germany

‘Know your customer’ is a pretty good rule

in business, but really knowing consumers’

personal opinions is one of the most difficult

challenges for companies such Braun, a

subsidiary of Proctor & Gamble.

At Braun, they manage this task through a

strategic product registration platform that

allows them to get very fast feedback after

the launch of new products or a change in

marketing activities.

At this session, you can hear how Braun

obtained rich consumer profiling across

most of its products and across key regions.

The presentation will include descriptions

of its techniques for data collection, data

processing and ad hoc analysis, as well

as outbound direct marketing to deepen

consumer insight and/or cross-selling.

Other topics will include:

n How to implement a product-registration

environment using multi-language

platforms

n How to establish direct relationships with

consumers despite independent sales

channels

n The pitfalls to avoid

n International comparisons and their

differences.

CM M SPSS, SPSS Server, Clementine,


Wednesday, 14 May 13:30 - 14:15

Room: Ypsilon I-III

Churn prediction and targeted offers in a highly competitive marketNebahat Dönmez

Head of Customer Insights

Vodafone Netherlands

The Netherlands

The Netherlands is a highly saturated

telecommunications market where there is

a great deal of competition, including many

mobile virtual network operators.

In such an environment, post-pay customers

can easily change providers at any time, and

the decision is usually based on the handset

without consideration for the brand.

As one of the main providers in this market,

Vodafone Netherlands faces a number of

challenges:

n To identify the subscribers with a

propensity to churn

n To understand the reasons for churn

n To decrease the churn rate by

developing targeted retention activities

while controlling the retention budget

with tailor-made handset or other (non-

handset) offers.

At this session, you can learn how Vodafone

Netherlands’ Customer Insights Department

uses SPSS technology to produce eight

different monthly churn scores for two

different post-pay value segments, and how,

with these models, churn decreased from

between 10 to 25 percent.

This presentation also addresses the

approach the company took to building the

predictive models, including a definition of

churn and the collection and derivation of

more than 2.000 variables.

The session will also discuss the use of

models within the ‘big picture’ by focusing

on the example of a specific campaign.

CM A&R Dimensions

Wednesday, 14 May 13:30 - 14:15

Room: VIP Lounge

Improving the recruitment process with predictive analyticsDr Peter Holderegger

Organisational Psychologist

Switzerland

Helvetia is one of Switzerland’s five largest

general insurance companies, with annual

premiums of 5,3 billion Swiss francs (€3,4

billion). Personlisation is an important

element of its sales process, and having

the right people can make the difference

between closing or losing a sale.

Recognising the importance of its staff’s

personalities and capabilities, Helvetia used

predictive analytics to develop an online tool

that could pre-select job applicants. The goal

was to improve hiring accuracy by setting

clear criteria for potential candidates and

eliminating arbitrary decision-making.

Come to this session to find out how the

new tool helped cut costs and save money

in the recruitment process; how managers

spend less time interviewing and reviewing

applications from unsuitable candidates;

and how the recruitment process has

become far more efficient. You will also hear

how, as a result, the employee turnover rate

has dropped from 15 to nine percent in the

company’s three largest regions.

CM R&LP SPSS Server, Clementine

Wednesday, 14 May 14:30 - 15:15

Room: Delta/Sigma

Switching to automatic: how to assess credit risk in under five secondsEdgars Peics

CRM IT Development Manager

Hansabank

Latvia

Latvia’s Hansabank Group, one of the

region’s leading financial institutions, is

preparing to transform its credit and pricing

decision-making processes, moving from a

manual procedure that takes 15 minutes to

a fully automated, real-time system capable

of arriving at a conclusion in between one

and five seconds.


The new system will comply fully with

the Basel II requirements for ensuring

that sufficient capital is reserved to cover

possible credit defaults.

This session will explain how Hansabank

used SPSS Clementine to create dozens of

risk monitoring and assessment models,

which were then submitted to the national

financial supervisory board for approval.

When deployed, the models will produce

credit risk scores in real time for

150.000 customers every month.

Other topics include how Hansabank met

the challenge of aligning business and

IT objectives; the lessons learned and

the tools and practices that worked; and

the bank’s vision for using modelling

techniques to create business value.

CM SPSS SPSS Predictive Enterprise Services

Wednesday, 14 May 14:30 - 15:15

Room: Ypsilon I-III

SPSS Predictive Enterprise Services: overview and roadmapRod Reicks

Senior Product Marketing Manager

SPSS Inc.

USA

As predictive analytics becomes a key

business process, organisations need to

treat analytical objects as they would any

other knowledge asset. Centralised, secure,

auditable storage of these assets increases

their value to an organisation.

The ability to automate the deployment of

analytical results for use within business

processes is critical to realising the value of

predictive analytics in day-to-day operations.

SPSS Predictive Enterprise Services is an

enterprise-level application that addresses

key issues related to the widespread use and

deployment of predictive analytics. It forms

the backbone of the Predictive Enterprise,

enabling organisations to manage analytical

assets such as Clementine streams, SPSS

syntax, Dimensions questions and scripts,

report definitions and SAS® code.

It also automates analytical processes

such as rebuilding and evaluating models,

generating reports, and scoring multiple

models within an operational environment.

In this session, you’ll learn more about SPSS

Predictive Enterprise Services, including

what’s new in Version 3.5. You’ll also see

a demonstration of Predictive Enterprise

Services in action and get a preview of what

we’re planning for the future.

CM A&R Clementine

Wednesday, 14 May 14:30 - 15:15

Room: Omikron I

Customer loyalty programme supports business strategy at SNCFSébastien Le Lardic

CRM Project Manager

Aurélie Amira

CRM Project Manager

CRM Services SNCF

France

The CRM division of SNCF, the National

Railway of France, provides relational

marketing programmes to support the

operator’s sales strategies for its high speed

and regional train services.

Come to this session to discover how data

mining technology was used to analyse the

traveling behaviours of three million SNCF

customers, leading to the development of

loyalty programmes targeted at specific

groups.

In particular, you can find out from two

examples how data mining technology was

used, first, to carry out a Recency- Frequency-

Monetary value analysis to segment the

customer base and reveal different classes

of ‘Grand Voyagers’ (heavy travelers); and

second, how predictive analytics was also

used to identify those customers with a

propensity to travel first class.

If you attend this session you will also hear

how specific loyalty programmes were

developed for each of the customer groups.

T R A C K

Analysis and ReportingMore than 250.000 organisations worldwide use SPSS statistical software. This is your chance to see how leading bodies use SPSS and its extension modules every day to carry out clustering, modelling and dozens of other types of data analysis easily and effectively.

A&R CM Dimensions

Tuesday, 13 May 11:15 - 12:00

Room: Ypsilon I-III

Wednesday, 14 May 14:30 - 15:15

Room: Omikron II

Going beyond market researchRené A. Scherer

Head of IT Survey Competence Centre

Credit Suisse

Switzerland

Credit Suisse Group is a leading global

financial services company headquartered

in Zurich. As an integrated global bank,

Credit Suisse provides its clients with

investment banking, private banking and

asset management services worldwide.

The company’s IT Survey Competence

Center is a full-service provider for

Enterprise Feedback Management (EFM)

across Credit Suisse’s customers and

employees. It started in the year 2000

with paper surveys, and is now using

Dimensions to develop up to 100 different

projects per year.

The surveys are primarily performed for

internal customer groups (IT, HR, Banking,

Finance etc), but the centre also works as a

contractor for the bank’s Market Research

team, targeting external customers.

The survey portfolio includes regular

surveys on IT customer satisfaction, IT

project satisfaction and support centre

surveys; ad hoc surveys about products,

services and processes; and HR topics (eg

mood barometers).

Come to this session to find about the

benefits of using Dimensions outside the

usual context of market research to conduct

real EFM within a large organisation.



PS Public Sector


Customer Management

Track Key:



CM

BACK


A&R PS Clementine, Text Mining for

Clementine

Tuesday, 13 May 11:15 - 12:00

Room: Omikron II

Mining Dutch history: researching public debate in the nineteenth centuryDr José de Kruif

Researcher

Utrecht University Research Institute

for History

The Netherlands

The presentation discusses research

into the role of pamphlet and newspaper

texts in the Netherlands during the 19th

Century, a period of transition in the Dutch

media landscape.

Many textual sources traditionally used

by historians are becoming available in

electronic form, opening new possibilities

for the use of OCR and text mining to

examine large quantities of printed

materials. The paper will describe how

pamphlets and newspapers covering

important public issues were scanned and,

through OCR techniques, converted into

electronic texts.

Then, using text mining, the Research

Institute compared texts for common

occurrences of rhetorical devices,

terminology, references to persons,

institutions, events and arguments.

Text mining was also used to compare the

results with metadata such as the medium,

authorship and genre of the publications.

The session will describe how this method

results in a much clearer image of how the

media worked in the 19th Century, and

how it offers more concise answers to the

questions of what messages were being

conveyed, who they were meant for and

how they were being communicated.

You will also hear how the research

completed – and partly replaced –

fragmented impressions of nineteenth-

century press culture in the Netherlands,

especially during a period of passionate

dispute between the Government and

Protestant and Roman Catholic citizens.

A&R MR Dimensions

Tuesday, 13 May 11:15 - 12:00


Why perform benchmarking?Torben Liborius

Senior analyst

Deloitte Denmark

Denmark

At this session, the Danish arm of one of

the world’s leading consultancy firms will

propose an answer to a simple question:

why perform benchmarking? The question

is not as trivial as it might seem, and in

this session you will hear how to clarify the

purposes of benchmarking before going on

to exercises focusing primarily on non-

financial data.


about the selection of parameters, how to

find and collect benchmark data, and how to

provide reports suited for follow-up. You will

also see an example in the form of a ‘health

care audit for businesses’, a tool designed to

assess the perceived status of health care,

stress and well being among the employees

of a business.

A&R CM M Dimensions, Clementine,

Text Mining for Clementine

Tuesday, 13 May 13:30 - 14:15

Room: Ypsilon I-III



Royal & SunAlliance

UK



business in over 130 countries and providing

general insurance products to

over 20 million customers worldwide.





















learned.

A&R R&LP Clementine, Text Mining for

Clementine

Tuesday, 13 May 13:30 - 14:15

Room: Omikron I

Credit scoring in real time: reducing risk with text mining Piero Biagi

General Director

Nolé SpA

Italy

Nolé SpA, controlled by Banca Agrileasing,

is one of the leading Italian companies in

the growing field of hiring innovative, all-

inclusive value-added equipment solutions.

Its clients include business and professional

customers in the telecommunication,

information technology, copying and digital

printing, medical and banking sectors. Nolé

operates in partnership with a group of

vendors who supply the equipment offered

for rental.

In particular, Nolé is the market leader in

‘small ticket’ rentals or leasing operations

valued up to €25.000.

One of the biggest challenges facing rental

businesses is assessing client credit risk,

and in this session Nolé will describe how

it used data mining technology to build an

efficient real-time credit scoring system, and

how the addition of text mining provided

better predictions.

They will also present results – a 55 percent

increase in new business with no additional

staff, and early defaults reduced from 3,6

percent to 1,5 percent – that demonstrate

the effectiveness of their approach.

A&R PP

Tuesday, 13 May 13:30 - 14:15


Predictive Analysis at SAP John MacGregor

Product Management Director

Business Objects, an SAP company

UK

Michael Adam

Director, Solution Management

SAP

Germany

Traditionally, Business Intelligence (BI) has

been concerned with reviewing historical

data and monitoring current data. However,

to truly contribute to decision making it

must supply a predictive dimension. This

presentation will show how SAP, Business

Objects and SPSS have combined to deliver

a unique solution to meet the requirements

of data analysts plus, importantly, BI end

users (even casual or novice BI end users).

At this session, you can also learn about:

n Specific examples of Predictive Analytics

for banking within SAP Bank Analyzer

n The details of strategic partnership

between Business Objects and SPSS.

A&R SPSS

Tuesday, 13 May 15:00 - 15:45

Room: Delta/Sigma

Analytics and the art of motorcyclingDr Alan Tilly

UK

According to the recently published Stern

Report, climate change presents a serious

global risk. And as motor vehicles are one

of the main sources of carbon dioxide

emissions, the use of more sustainable

modes of transport is being encouraged.

However, the role of motorcycling as an

alternative to private cars is unclear: while

motorcycles are cheaper to run and offer the

same door-to-door convenience, riders are

particularly vulnerable to accidents.

At this presentation, you can find out how

analytics were used to research the role of

motorcycling in the 21st century.

Building on a literature review that identified

the costs and benefits of motorcycle use,

the presenter conducted a survey that

generated 8.174 completed questionnaires.

This was designed to construct a profile

of motorcyclists, their motivations and

opinions, how they used motorcycles, and

the number of accidents they had.

The project also examined external factors

that influenced the use of motorcycles.

Come along to this session to find out

how, provided certain conditions are met,

motorcycling can play a useful role in

reducing carbon dioxide emissions while

offering mobility and other advantages such

as reduced congestion and easier parking.

A&R CM SPSS, Clementine,


Tuesday, 13 May 15:00 - 15:45

Room: Ypsilon I-III

Managing unstable processes in automotive manufacturingHans Doermann-Osuna

Quality Management Specialist

BMW Group

Germany

In the automotive world, ‘quality’ and ‘BMW’

are one and the same. However, some

automotive manufacturing processes, such

as the casting of alloy engine blocks, are

non-stable.

The process is complex and subject to

disturbance by a number of factors that

cannot be easily controlled, making it

difficult to predict the quality of a casting

until it has fully cooled – six to eight hours

after being cast.

Consequently, every single casting must

be inspected before it is passed, sent for

rework, or scrapped. In addition, the non-

stable nature of the process means that

classical quality management procedures

cannot be used.

At this session, you will find out how BMW

used data mining to examine both process

and final quality data to build an on-line

scoring system for casting.

As a result, the car maker was able to

improve the overall process, stabilise and

optimise scrap and rework levels, lower

production time scales and significantly

reduce production costs.

A&R SPSS SPSS

Tuesday, 13 May 16:00 - 16:45

Room: Delta/Sigma

A look at SPSS 16.0 and a preview of SPSS 17.0Marcus Hearne

Manager, Product Marketing, Statistics

SPSS Inc.

USA

SPSS 16.0 continues our rich tradition of

regularly adding significant new elements

to our flagship software. As an SPSS user,

you’ll want to attend this session to learn

about new SPSS 16.0 features such as:

n A new Java interface enabling Windows,

Mac, and Linux versions of SPSS

n A searchable Output Viewer, resizable

dialog boxes and much more

n More powerful statistics, including a

new Neural Networks add-on

module and enhanced algorithm support

n Improved data management features

such as Unicode support, import/export

of Excel 2007 data, and an enhanced Data

Editor

n Better programmability through Python

n Support for the Predictive Enterprise with

multi-threaded algorithms, and the SPSS

Adapter for SPSS Predictive Enterprise

Services.

As a bonus, this session will also include

a preview of things to look forward to in

SPSS 17.0.




PS Public Sector


Customer Management

Track Key:



CM


A&R PS SPSS, Clementine, Dimensions,


Tuesday, 13 May 16:00 - 16:45

Room: Ypsilon I-III

Using analytics to develop stronger and safer communitiesKeith Bentley

Chief Superintendent (Retired)

Greater Manchester Police

UK

In the UK, responsibility for delivering crime

reduction and public safety initiatives, at

both strategic and tactical levels, falls to

the police and to local authority personnel.

In Oldham, a town near Manchester, the

local government authority and the police

formed a strategic partnership with SPSS

to integrate data collection with traditional

surveys and analysis methods to help deploy

community safety platforms

Anyone concerned with establishing and

maintaining safe and secure communities will

be interested to hear how Oldham Police used

these analytical methods to embed crime

reduction and public safety improvements

within local communities through ‘Local Area

Agreements’ that provide a road map for

sustainable improvements in public safety

and securing government support.

While SPSS Base and Dimensions were the

primary tools for this exercise, the session

will also discuss concepts for linking SPSS

Clementine into an intelligence model that

may be helpful to police operations.

A&R PS MR SPSS

Tuesday, 13 May 16:00 - 16:45

Room: Omikron I



SGBO

The Netherlands


and then outputs the results to Microsoft


informative.










150 municipalities.











A&R R&LP SPSS, SPSS Server, Clementine

Wednesday, 14 May 09:00 - 09:45

Room: Delta/Sigma

Using SPSS to validate Basel II requirementsGiacomo Petrini

Head of Models and Process Validation

Services

UBI Banca

Italy

Under the first pillar of the Basel II Accords

(International Convergence of Capital

Measurement and Capital Standards), banks

are required to assess how much capital

they need as a safeguard against various

types of financial and operational risk –

including credit risk.

Banks must also establish an independent

internal team to validate the methods used

to perform the risk assessment – a very

complex and time-consuming process.

In this session, you can hear how UBI Banca,

a regional Italian bank with total assets

of €119 billion, used statistics and data

mining to simplify and speed up validation

of its implementation of the Internal Ratings-

Based approach to assessing credit risk.

The presentation will focus on UBI Banca’s

use of predictive analytics to validate

internal estimates for credit risk and to

verify the IT architecture of the internal

rating system, making it easier to register

the validation process with Bank of Italy in a

relatively short time.

A&R MR SPSS

Wednesday, 14 May 09:00 - 09:45

Room: Omikron I

Programming SPSS to control processes and drive performanceKlaus Bergmann

Manager, Methods and Product

Development

Oliver Hülser

Senior Specialist

GfK AG

Germany

Germany’s largest market research company

(and the fifth largest worldwide) considers

itself as “a supplier of knowledge”. This is

one reason why GfK focuses on innovation

and progress, ensuring that its methods,

tools and practices are state-of-the-art and

deliver consistently high quality information.

In this session, GfK will explain how the

company revitalises its methodologies and

how it uses SPSS’ programmability to control

complex processes to improve performance

and provide methodological options.

To illustrate these processes, GfK will

present its approach to segmentation,

data fusion and imputation, and describe

how they proceed from simple clustering

to a complex segmentation process. The

presenters will also discuss how GfK takes

advantage of SPSS Base’s programmability

for all the methods it uses to deliver

knowledge to its clients.

A&R CM M Clementine

Wednesday, 14 May 09:00 - 09:45

Room: Omikron II



Panyiotis Georgiou


Tesco Mobile

UK








to churn.







campaigns.














programmes.

A&R CM Clementine

Wednesday, 14 May 10:00 - 10:45

Room: Delta/Sigma

Churn modelling for Koç-Group companiesEnis Basegmez

Analytical Business Intelligence Manager

Melisa Topcu

Business Intelligence Consultant


Turkey


(Tanı) is a company within Koç Holding

AŞ, one of Turkey’s leading industrial

conglomerates with operations in the

automotive, durable goods, food, retailing,

energy, financial services, tourism,

construction and IT sectors. Tanı provides

Customer Relations Management (CRM)

services to both external companies and

to the Koç Group, in particular its customer

satisfaction and loyalty programme.

As markets in Turkey mature, shifting

from rapid growth to near-saturation amid

fierce competition, the focus of Koç Group

companies shifted from building a customer

base to keeping customers ‘in house’.

In order to thrive in such market conditions,

Tanı produces life-stage and event-based

marketing activities; creates and manages

multi-channel campaigns; determines

business needs and fulfils them through

data mining and other predictive analytic

techniques.

Tanı also leads Koç Group’s CRM projects,

including segmentation modelling, loyalty

programmes, Recency-Frequency- Monetary

value, migration, and churn analyses, which

are all designed to attract attention and

improve loyalty.

This session will discuss Tanı’s methods,

which include:

n A digital loyalty card platform that

recognises customers and transaction

details across 15 companies in seven

sectors

n Pre-defining customers who are more

likely to churn

n Methods to keep the customer ‘in house’

n The competitive experience, which creates

cost and profitability advantages, gained

through thousands of campaigns.

You will also hear about how Tanı’s churn

model has successfully identified over

100.000 customers who were likely to churn,

and placed them on the loyalty programme.

A&R PS Clementine,


Wednesday, 14 May 10:00 - 10:45

Room: Ypsilon IV-V

Faster, more flexible development of statistical processes with SPSSDr Helma Schapendonk-Maas

Statistical Researcher

Statistics Netherlands

The Netherlands

Like many official statistical agencies,

Statistics Netherlands (SN) is facing a

continuously changing environment: new,

often large data sources appear, and existing

ones change. To cope with the dynamic

processes required, and with changing

business rules, the organisation needs tools

that can be adapted for new types of data

exploration and facilitate easy development.

As a result, SN used Clementine and SPSS

Predictive Enterprise Services to develop

new statistical processes, with the aim of

achieving faster development times, more

development flexibility and a more uniform

process environment.

At this presentation you can hear how, using

data mining, new processes were developed

for demographical statistics that were not as

dependent on support from IT experts and

could easily be maintained by statisticians,

and how Clementine proved very suitable for

transforming large datasets with relatively

few variables.

In addition, SN will describe how SPSS

Predictive Enterprise Services ensures

reproducible and traceable results, including

version control and audit trails; how it

supports iterative development using

Clementine on the actual statistical data;

and also how it provides a generic tool for

maintaining and using statistical rules.




PS Public Sector


Customer Management

Track Key:



CM


As a result, Statistics Netherlands

developed, tested and put in production

multiple streams for many different

statistical products while meeting the

planned development schedule. Building

similar processes using standard

development methods and tools would have

taken two to three times longer.

A&R Dimensions,


Wednesday, 14 May 10:00 - 10:45

Room: Omikron II

Introduction to SPSS Text Analysis for Surveys: don’t leave open-ended questions untappedEric Martin


SPSS Inc.

France

This session is designed for SPSS users who

ask open-ended survey questions, but do

not use SPSS Text Analysis for Surveys to

categorise or ’code’ the text responses. It is

also suitable for Dimensions users who are

interested in automatically coding survey

text responses.

In this session you can learn about

the objectives behind asking open-

ended questions, and the challenges of

categorising text responses. You will also

hear descriptions of the product’s features

and benefits, and understand how SPSS

Text Analysis for Surveys complements other

SPSS products.

You’ll see how easy it is to import text

responses, extract and classify concepts,

refine extraction results, and categorise

responses, while the analysis of customers’

opinions and feelings will also be discussed

A&R PP

Wednesday, 14 May 13:30 - 14:15

Room: Athenenaeum I-II

BI and Predictive Analytics: enhancing and extending the promiseCarol Martin

Director, Market Development

Cognos, an IBM company

Canada

As a result of the integration between

Cognos’ powerful performance solutions

and SPSS’ Predictive Analytics technology,

Cognos and SPSS customers can now

monitor and analyse their historical and

current performances as well as forecast and

predict their future performances.

Join us in this session, where we will share

with you how you can extend the value of

predictive analytics to decision-makers

across your enterprise by leveraging your

existing Cognos or SPSS investment, using

the power of the combined relationship to

more rapidly and confidently anticipate and

respond to changes in market conditions,

risks and customer behaviour.

A&R SPSS

Wednesday, 14 May 13:30 - 14:15

Room: Delta/Sigma

SPSS Expert Session: using programmability and scripting to extend SPSS and increase productivityJon Peck

Principal Software Engineer

SPSS Inc.

USA

In this session you can learn how to extend

the scope of what you can do with SPSS to

solve problems with programmability. It is an

opportunity to find out about what’s new in

SPSS programmability and scripting or, for

those new to this feature, get an overview of

programmability.

Among the topics you will hear about are:

n More data management: using the

Dataset class for complex data

management tasks

n More statistics: using R programming

language packages, including

programming R graphical output

in the SPSS Viewer

n User procedures: using the Extension

facility to create your own SPSS syntax

to run Python or R programs

n Front-end scripting: using Python for

Viewer and user interface tasks, and for

autoscripting.

n The role of Basic scripting

n Unicode: working with programs when

SPSS is in Unicode mode

n Enhancing SPSS procedures: using

programmability to extend what a

procedure can do.

These will all be illustrated with examples,

such as:

n Comparing the variable dictionary and/or

data of two .sav files

n Producing a codebook with dictionary and

statistics using SPSS-style syntax

n Searching and transforming patterns in

string variables using regular expressions

n Customising category sorting in Custom

Tables output, and adding flexibility to

subtotals

n Running an R package on active SPSS

data to get output in SPSS Viewer pivot

tables and charts.

A&R CM Dimensions

Wednesday, 14 May 13:30 - 14:15

Room: VIP Lounge

Improving the recruitment process with predictive analyticsDr Peter Holderegger

Organisational Psychologist

Switzerland

Helvetia is one of Switzerland’s five largest

general insurance companies, with annual

premiums of 5,3 billion Swiss francs (€3,4

billion). Personlisation is an important

element of its sales process, and having

the right people can make the difference

between closing or losing a sale.

Recognising the importance of its staff’s

personalities and capabilities, Helvetia used

predictive analytics to develop an online tool

that could pre-select job applicants. The goal

was to improve hiring accuracy by setting

clear criteria for potential candidates and

eliminating arbitrary decision-making.

Come to this session to find out how the

new tool helped cut costs and save money

in the recruitment process; how managers

spend less time interviewing and reviewing

applications from unsuitable candidates;

and how the recruitment process has

become far more efficient.

You will also hear how, as a result, the

employee turnover rate has dropped from

15 to nine percent in the company’s three

largest regions.

A&R CM Clementine

Wednesday, 14 May 14:30 - 14:15

Room: Omikron I

Customer loyalty programme supports business strategy at SNCFSébastien Le Lardic

CRM Project Manager

Aurélie Amira

CRM Project Manager

CRM Services SNCF

France

The CRM division of SNCF, the National

Railway of France, provides relational

marketing programmes to support the

operator’s sales strategies for its high-speed

and regional train services.

Come to this session to discover how data

mining technology was used to analyse the

traveling behaviours of three million SNCF

customers, leading to the development of

loyalty programmes targeted at specific

groups.

In particular, you can find out from two

examples how data mining technology was

used, first, to carry out a Recency- Frequency-

Monetary value analysis to segment the

customer base and reveal different classes

of ‘Grand Voyagers’ (heavy travelers); and

second, how predictive analytics was also

used to identify those customers with a

propensity to travel first class.

If you attend this session you will also hear

how specific loyalty programmes were

developed for each of the customer groups.

A&R M SPSS, SPSS Server, Clementine

Wednesday, 14 May 14:30 - 15:15

Room: VIP Lounge

Torturing your data: an analytical CRM success storyAndreas Kokkinos

Head Business Intelligence

Marfin Laiki Bank

Cyprus

Marfin Laiki Bank (Laiki) is the second

largest bank on the island of Cyprus, and is

growing rapidly throughout parts of Europe

and Australia. However, rapid expansion

in other countries caused the bank to

lose focus on its core business in Cyprus,

resulting in a slowdown in the growth of

market share for credit cards.

After identifying the problem, Laiki launched

a major effort to reach out to its customers.

Using predictive analytics allied to data

analysis methods, it examined areas such

as churn prediction, value segmentation and

campaign development.

At this session, you will find out how this

joint effort by the Cards, Marketing and

Business Intelligence departments not only

stopped the slowdown but turned it around:

for the first time in its history, the bank’s

rate of market share growth in credit cards is

significantly higher than that of the market

as a whole.

The session will explain how this success

was due to concentrating on basic marketing

and CRM, and once more becoming familiar

with the customers. In this presentation,

you will hear about the processes and the

functionality of the tools that were used, and

how predictive analytics technology made

the project much easier.

Finally, Liaki will talk about the moral of

its success story – “If you torture the data

long enough, it will confess” – and how this

approach is now being applied to all other

major banking areas with quite impressive

results.

T R A C K

Market ResearchSee and hear about the latest developments and trends in survey and market research. At these sessions you can find about best practices from market research professionals, and learn how they are streamlining marketing processes and maximising efficiency at every step of the research process – from authoring to data collection, from analysis to reporting – allowing them to add more value and discover deeper insights.

MR A&R Dimensions

Tuesday, 13 May 11:15 - 12:00


Why perform benchmarking?Torben Liborius

Senior analyst

Deloitte Denmark

Denmark

At this session, the Danish arm of one of

the world’s leading consultancy firms will

propose an answer to a simple question:

why perform benchmarking? The question

is not as trivial as it might seem, and in

this session you will hear how to clarify the

purposes of benchmarking before going on

to exercises focusing primarily on non-

financial data.


about the selection of parameters, how to

find and collect benchmark data, and how to

provide reports suited for follow-up. You will

also see an example in the form of a ‘health

care audit for businesses’, a tool designed to

assess the perceived status of health care,

stress and well being among the employees

of a business.

MR SPSS Dimensions

Tuesday, 13 May 13:30 - 14:15

Room: Ypsilon IV-V

Dimensions 5.0: what’s new and what lies aheadJane Hendricks


SPSS Inc.

This session will focus on the new features

introduced with Dimensions 5.0. Here, you

can see how it can help your organisation




PS Public Sector


Customer Management

Track Key:



CM

BACK


build powerful surveys more easily than

ever, how you can collect data in new and

exciting ways, and ensure that your decision-

makers get the right data at the right time.

The session will also address how

Dimensions 5.0 not only enables business

users to establish a dialogue with their

customers, but also how it introduces

features which revolutionise the research

process itself. The presentation will also

take a high-level look into the future – hear

about the new data collection, analysis and

reporting challenges on the horizon, and how

Dimensions is positioned to address them.

MR Dimensions

Tuesday, 13 May 13:30 - 14:15

Room: VIP Lounge

Automating quality procedures for online researchMike Cooke

Global Director, Online Development

Sean Regan

Director, GfK Operations – Online

GfK NOP

UK

Research data is only as good as the sum

of the individual cases that make up the

data set, and the presence of fraudulent

or inattentive respondents is a threat to

researchers’ ability to project their findings

to the total population. Consequently, it is a

major risk to any agency’s ability to provide

fact-based consultancy to its clients.

At this session, GfK NOP will share its

solution to this problem with the audience.

The presentation will describe the

methodological research undertaken by

GfK to identify fraudulent and inattentive

respondents, and how they approached

the issue using data from a fundamental

research programme.

They will go on to show how they used

market research tools to develop an

automated, integrated series of quality

scripts to identify fraudulent and inattentive

respondents – and talk about the

implications this has for questionnaire

design.

MR Dimensions

Tuesday, 13 May 15:00 - 15:45

Room: Omikron I

Market Research 2.0: technologies that will reshape our industry Hans Donkers

Director

Johan Baukema

Project Manager

Stratus marktonderzoek bv

The Netherlands

What are the differences between Market

Research 1.0 and 2.0? What is the only

raw material on earth that is available in

unlimited quantities and never will be in

short supply? Why should you look at the

‘long tail’ in blogs? How will widgets and

desktop applications fundamentally change

the way we conduct surveys and distribute

our results?

This session will give you the answers to

all these questions, as well as showcasing

some examples of how you can use SPSS

technology to be a part of the exciting future

of market research.

MR PS A&R SPSS

Tuesday, 13 May 16:00 - 16:45

Room: Omikron I



SGBO

The Netherlands


and then outputs the results to Microsoft


informative.










150 municipalities.











MR M SPSS Server, Clementine

Tuesday, 13 May 16:00 - 16:45


From insight to action with operational data – avoiding Pyrrhic marketing victoriesMorgan Sandstrom

Senior Consultant

Bo Bäckman

Senior Consultant

SIFO Research International Sweden AB

Sweden

After years struggling with decreasing

customer loyalty, marketers are finding

that the cost of building and maintaining

client relations has reached levels where

sustainable profitability is threatened and

their work tends to result in Pyrrhic victories.

In this paper, SIFO will describe a different

approach based on fusing Target Group

Index data with customer databases to

support various marketing strategies,

customer retention and cross/up selling

campaigns. This makes it possible to use

values, interests, activities as predictive

factors.

In addition, when customer satisfaction

studies are fused it is possible to direct

messages selectively toward satisfied, loyal

and profitable customers

The focus of the presentation will be not so

much on the fusion techniques used, but on

how critical operational information can be

identified, and how internal and external data

contribute to evaluating and handling client

relations, directing marketing activities and

maintaining a profitable return on marketing.

MR A&R SPSS

Wednesday, 14 May 09:00 - 09:45

Room: Omikron I

Programming SPSS to control processes and drive performanceKlaus Bergmann

Manager, Methods and Product

Development

Oliver Hülser

Senior Specialist

GfK AG

Germany

Germany’s largest market research company

(and the fifth largest worldwide) considers

itself as “a supplier of knowledge”. This is

one reason why GfK focuses on innovation

and progress, ensuring that its methods,

tools and practices are state-of-the-art and

deliver consistently high quality information.

In this session, GfK will explain how the

company revitalises its methodologies and

how it uses SPSS’ programmability to control

complex processes to improve performance

and provide methodological options.

To illustrate these processes, GfK will

present its approach to segmentation,

data fusion and imputation, and describe

how they proceed from simple clustering

to a complex segmentation process. The

presenters will also discuss how GfK takes

advantage of SPSS Base’s programmability

for all the methods it uses to deliver

knowledge to its clients.

MR SPSS Predictive Enterprise Services

Wednesday, 14 May 09:00 - 09:45


Maximising the value of research assetsJane Hendricks


Heena Jethwa


SPSS Inc.

The Netherlands

Have you ever spent hours creating and

testing a survey only to find that someone

else has already built an identical one?

Have you wasted time looking for a

particular survey, now mislaid, that you

needed to repeat? Have you ever tried to

compare survey results over time only to

find that survey differences made the task

impossible?

This problem isn’t limited to surveys.

Frequently, data cleaning routines, analytical

routines or models are kept on desktops,

laptops or file systems scattered throughout

the organisation. These are invaluable

assets, yet all too often they can’t be found

because no one knows who created them,

who changed them or where they are stored:

frequently, they are simply discarded after

the project was completed.

Recreating these important assets is

inefficient and inevitably leads to delays and

loss of quality. But all that is avoidable, and

this session will show how to maximise the

value of research collateral by treating them

as genuine operational assets.

The presentation will show you how SPSS

technology can help manage all the different

analytical assets used in the course of

research (questionnaire logic and templates,

the questionnaires themselves, and the

models, data analysis and reporting) in a

centralised, secure environment.

You will also discover how you can truly

leverage research assets to improve

efficiency, reduce duplication and errors,

and add value to your research projects.

MR M

Dimensions

Wednesday, 14 May 10:00 - 10:45

Room: Ypsilon I-III

Beyond print: defining a new audience in the Internet ageRachel Cassidy

Senior Insight Executive

Jo Green

Insight Executive

Associated Newspapers Ltd

UK

The fall in newspaper circulation and the

growth of online news platforms present

both challenges and opportunities to

traditional print brands. In this session, you

will find out how Associated Newspapers

Ltd (ANL) is responding by using analytics

to define a key segment of readers – the

MidBritons.

These super-consumers are Britain’s

economic engine room, with the power to

make or break brands. The presentation

will explain how Associated Newspapers’

Strategic Insight team, in conjunction with

BMRB – one of the UK’s leading market

research agencies – has developed a method

to bring the MidBritons to life and ensure that

the company is constantly up to date with the

segment’s attitudes and behaviours.

Find out how ANL are going beyond

structured surveys by combining sources

such as online panels with blogs,

scrapbooks and shared photos to deliver

insights into a genuine community. ANL will

also talk about research that is changing

the way one of the UK’s largest media

organisations understands and sells to its

audience, and delivers strategic feedback to

the business.

MR CM Dimensions

Wednesday, 14 May 10:00 - 10:45


Know your customers: how Braun keeps in touchStefan Bender

Vice President, Marketing and Strategic

Research

Braun GmbH

Bernhard Witt

2x4 Ltd

Germany

‘Know your customer’ is a pretty good rule

in business, but really knowing consumers’

personal opinions is one of the most

difficult challenges for companies such

Braun, a subsidiary of Proctor & Gamble.

At Braun, they manage this task through a

strategic product registration platform that

allows them to get very fast feedback after

the launch of new products or a change in

marketing activities.

At this session, you can hear about Braun’s

solution for obtaining rich consumer

profiling across most of Braun’s products

and across key regions. The presentation




PS Public Sector


Customer Management

Track Key:



CM


will include descriptions of its techniques

for data collection, data processing and ad

hoc analysis, as well as outbound direct

marketing to deepen consumer insight and/

or cross-selling. Other topics will include:

n How to implement a product-registration

environment using multi-language

platforms

n How to establish direct relationships

with consumers despite independent

sales channels

n The pitfalls to avoid

n International comparisons and their

differences.

MR Dimensions

Wednesday, 14 May 13:30 - 14:15

Room: Omikron I

Simplifying multimodal, multilingual research with a common platformPayam Ghamsari

Research Manager

Ugam International

UK

The challenge for Ugam International was

simply stated: how to conduct a multimodal,

multilingual research study across several

different locations. At this session, you

can find out how Ugam met the challenge

by using SPSS Dimensions as a common

platform to create a virtual call centre

operating across several time zones. At

the same time, they retained the ability to

monitor and control the fieldwork and the

quality of the data.

You can also learn how Ugam were able to

deliver this complex project without investing

excessive resources in project management,

data collection and reporting.

MR Dimensions

Wednesday, 14 May 14:30 - 15:15


SPSS Customer Experts’ Panel: Exploring innovations in Market ResearchModerator: Kevin Gray

Director of Dimensions Product Strategy

SPSS Inc.

USA

This panel will provide attendees with the opportunity to hear from and question a number of SPSS customers who are already enthusiastically adopting Dimensions – or helping others migrate to it.

The panel will consists of up to four customers and one services organisation, who will each deliver a five minute summary of their company’s perspective on Dimensions. This will be followed by 15 minutes of pre-prepared questions for the panel to answer and, finally, 15 minutes of questions from the attendees.

T R A C K

Looking ahead with SPSSThese sessions examine the current and future releases from SPSS. Be among the first to learn about the exciting new developments underway at SPSS.

SPSS

Tuesday, 13 May 11:15 - 12:00

Room: VIP Lounge

SPSS’ long-term vision Jason Verlen

Vice President, R&D, Worldwide Product

Management, Chief Product Strategist

SPSS Inc.

USA

Have you ever wondered how SPSS’

technology strategies will affect your

organisation – now and in the future? If

so, your questions will be answered at this

session, which offers a unique opportunity

to hear about SPSS’ technology vision.

We’ll address a variety of questions you may

have, including:

n What is SPSS’ high-level product

strategy?

n Is SPSS a tools or an applications

company?

n Going forward, and considering SPSS’

broader product vision, will I still be able

to use the tools that I depend on today?

n How do other SPSS tools and

technologies work with the ones I already

use?

n How can I implement them in my

organisation?

n How can SPSS technologies help me

deploy my work to other types of users in

my organisation?

n What are some key capabilities that

SPSS will soon release, and how will they

benefit my organisation?

SPSS MR Dimensions

Tuesday, 13 May 13:30 - 14:15

Room: Ypsilon IV-V

Dimensions 5.0: what’s new and what lies aheadJane Hendricks


SPSS Inc.

This session will focus on the new features

introduced with Dimensions 5.0. Here, you

can see how Dimensions 5.0 can help your

organisation build powerful surveys more

easily than ever, how you can collect data in

new and exciting ways, and ensure that your

decision-makers get the right data at the

right time.

The session will also address how

Dimensions 5.0 not only enables business

users to establish a dialogue with their

customers, but also how it introduces

features which revolutionise the research

process itself. The presentation will also

take a high-level look into the future – hear

about the new data collection, analysis and

reporting challenges on the horizon, and

how Dimensions is positioned to address

them.

SPSS CM SPSS Predictive Enterprise Services

Tuesday, 13 May 13:30 - 14:15

Room: Omikron II

The Analytical Revolution: reaping the benefits of a predictive analytics infrastructure Kathy Konkel


Colin Shearer

Senior Vice President, Marketing Strategy

SPSS Inc.

UK

More and more organisations are turning

to predictive analytics to solve their

business problems. While point solutions

can deliver significant returns, the most

visionary companies are going to the next

level by adopting a predictive analytics

infrastructure: a key step to becoming a

Predictive Enterprise.

Attend this session to learn how to take your

organisation beyond ad hoc analysis by:

n Delivering better results more quickly with

a predictive analytics infrastructure

n Adopting a standard platform to share

best practices, experiences, common

analytical components, analytical data

views and processes across applications

and business areas

n Developing repeatable, scalable processes

n Monitoring your deployment of analytics

across the organisation

n Combining the SPSS Predictive

Enterprise Services platform with

your existing analytical tools to form the

core of your predictive analytics

environment.

SPSS M CM Text Mining for

Clementine

Tuesday, 13 May 15:00 - 15:45

Room: Omikron II



SPSS Inc.

France






knowledge.












discuss these new features in Text Mining

for Clementine 12.0/12.0.1:






MeSH®), IT




French, Spanish)



SPSS A&R SPSS

Tuesday, 13 May 16:00 - 16:45

Room: Delta/Sigma

A look at SPSS 16.0 and a preview of SPSS 17.0Marcus Hearne

Manager, Product Marketing, Statistics

SPSS Inc.

USA

SPSS 16.0 continues our rich tradition of

regularly adding significant new elements

to our flagship software. As an SPSS user,

you’ll want to attend this session to learn

about new SPSS 16.0 features such as:

n A new Java interface enabling Windows,

Mac, and Linux versions of SPSS

n A searchable Output Viewer, resizable

dialog boxes and much more

n More powerful statistics, including a

new Neural Networks add-on

module and enhanced algorithm support

n Improved data management features

such as Unicode support, import/export

of Excel 2007 data, and an enhanced Data

Editor

n Better programmability through Python

n Support for the Predictive Enterprise with

multi-threaded algorithms, and the SPSS

Adapter for SPSS Predictive Enterprise

Services.

As a bonus, this session will also include

a preview of things to look forward to in

SPSS 17.0.

SPSS CM SPSS Predictive Enterprise Services

Wednesday, 14 May 14:30 - 14:15

Room: Ypsilon I-III

SPSS Predictive Enterprise Services: overview and roadmapRod Reicks

Senior Product Marketing Manager

SPSS Inc.

USA

As predictive analytics becomes a key

business process, organisations need

to treat analytical objects as they would

any other knowledge asset. Centralised,

secure, auditable storage of these assets

significantly increases their value to an

organisation. The ability to automate the

deployment of analytical results for use




PS Public Sector


Customer Management

Track Key:



CM

BACK


within business processes is critical to

realising the value of predictive analytics in

day-to-day operations.

SPSS Predictive Enterprise Services is an

enterprise-level application that addresses

key issues related to the widespread use and

deployment of predictive analytics. It forms

the backbone of the Predictive Enterprise,

enabling organisations to manage analytical

assets such as Clementine streams, SPSS

syntax, Dimensions questions and scripts,

report definitions and SAS® code. It also

automates analytical processes such

as rebuilding and evaluating models,

generating reports, and scoring multiple

models within an operational environment.

In this session, you’ll learn more about SPSS

Predictive Enterprise Services, including

what’s new in Version 3.5. You’ll also see

a demonstration of Predictive Enterprise

Services in action and get a preview of what

we’re planning for the future.

SPSS M

Clementine

Wednesday, 14 May 14:30 - 15:15

Room: Ypsilon IV-V

Clementine 12.0 – data mining for predictive analyticsTom Khabaza

Director of Product Marketing for Data Mining

SPSS Inc.

UK

Join us at this session to learn all about

Clementine, SPSS’ leading data mining

workbench. You’ll hear how Clementine

delivers maximum productivity for analysts

by offering a comprehensive range of

capabilities, which are integrated through

a visual workflow interface and support the

entire data mining process.

We’ll also cover:

n What is data mining and how does it fit

with predictive analytics?

n How Clementine can be both a desktop

tool and the core of a Predictive Enterprise

n New features in Clementine 12.0

n A look-ahead to the direction of future

Clementine development.

T R A C K

SPSS Partner PresentationsThe technology, services, and solutions offered by SPSS’ partners are among the best available, and in return our tools and resources enhance their offerings to their customers. Come along to these sessions to see how our strategic partners are teaming up with SPSS to add significant value to the predictive analytics solutions our customers rely on every day.

PP A&R

Tuesday, 13 May 13:30 - 14:15


Predictive Analysis at SAP John MacGregor

Product Management Director

Business Objects, an SAP company

Michael Adam

Director, Solution Management

SAP

Traditionally, Business Intelligence (BI) has

been concerned with reviewing historical

data and monitoring current data. However,

to truly contribute to decision making it

must supply a predictive dimension. This

presentation will show how SAP, Business

Objects and SPSS have combined to deliver

a unique solution to meet the requirements

of data analysts plus, importantly, BI end

users (even casual or novice BI end users).

At this session, you can also learn about:

n Specific examples of Predictive Analytics

for banking within SAP Bank Analyzer

n The details of strategic partnership

between Business Objects and SPSS.

PP A&R

Wednesday, 14 May 13:30 - 14:15

Room: Athenenaeum I-II

BI and Predictive Analytics: enhancing and extending the promiseCarol Martin

Director, Market Development


Canada

As a result of the integration between

Cognos’ powerful performance solutions

and SPSS’ Predictive Analytics technology,

Cognos and SPSS customers can now

monitor and analyse their historical and

current performances as well as forecast and

predict their future performances.

Join us in this session, where we will share

with you how you can extend the value of

predictive analytics to decision-makers

across your enterprise by leveraging your

existing Cognos or SPSS investment, using

the power of the combined relationship to

more rapidly and confidently anticipate and

respond to changes in market conditions,

risks and customer behaviour.


SPSS ExpoVisit the SPSS Expo to explore new products, services and technologies,

and to discover how you can use predictive analytics to renovate

business processes and improve your organisation’s performance.

SPSS Expo hours

ROOM: Ballroom

Monday, 12 May* 19:00 - 21:00

Tuesday, 13 May* 07:00 - 09:00

10:45 - 11:15

14:15 - 15:00

Wednesday, 14 May* 08:00 - 09:00

10:45 - 11:15

15:15 - 16:15

* The SPSS Expo will be closed during lunch, keynote presentations and

all breakout sessions.

ExhibitorsSAP/Business Objects


GfK GeoMarketing

Language Weaver

Neolane

Centurion Marketing

Overbeck Analytics

Cyber CaféVisit the Cyber Café in the SPSS Expo area to check your emails and

catch up with business.

SPSS Shop

SPSS boothsSPSS Statistics Suite

Clementine

Dimensions

SPSS Predictive Enterprise Services and

SPSS Predictive Applications

SPSS Global Services and Solutions

SPSS Product Experience RoomWant to get up close and personal with an SPSS product?

Then come along to the Product Experience Room to see

specific products or end-to-end solutions comprising

multiple SPSS products. Applications include statistical

analysis, data, text and web mining, survey and market

research, and data collection.

To make the most of the opportunity, go to the Product

Experience Room to enroll for a personalised, small-group

presentation in which an SPSS expert will demonstrate one

of the products listed below:

n SPSS Statistical Analysis

n SPSS Data, Text, and Web Mining

n SPSS Dimensions

n SPSS Predictive Applications and SPSS Predictive

Enterprise Services.

SPSS Product Experience Room hours

ROOM: Lambda

Tuesday, 13 May, 2008* 10:45 - 12:00

13:30 - 16:45

Wednesday, 14 May, 2008* 08:00 - 11:15

13:30 - 15:00

* The Product Experience Room will close during keynote

presentations, lunch and receptions.

* Cash only, please.

Don’t forget to collect your FREE Pedometer f rom the SPSS Shop!

Visit the SPSS Shop in the Expo area to see

a variety of SPSS-branded merchandise that

you can buy to demonstrate that you are a

predictive analytics innovator. There is a range

of items on offer including interesting gadgets

and practical devices. Complete your visit to

Directions 2008 with a neat souvenir from our

shop – and you can pick up your free gift at

the same time.

SPSS Merchandise Price*

Phone charger €2.00

Binoculars €7.00

Umbrella €7.00

Lunchbox €5.00

Plug adapter €10.00

T-shirt €3.00

Cap €5.00

Sim card saver €3.00

Calculator €5.00

Autographed books €10.00

Mug €2.00

USB mug €9.00

Backpack €35.00

BACK

Join us at Akrotiri, the trendiest venue on the Apollo Coast

Cocktails and a light supper will be served on the terraces of Akrotiri, an opulent club and restaurant set by the sea at the heart of Greece’s famed Apollo Coast.

Lavishly designed, Akrotiri offers a golden ambience along with breathtaking views of the islands of the Saronic Gulf and the Argolis peninsula, far beyond. SPSS Directions delegates will have exclusive use of the nightclub for the entire evening.

VENUE: AkrotiriDATE: 13 May 2008 TIME: 19:30 - 22:30Transportation: Buses will leave the Intercontinental Hotel at 19:00, returning from Akrotiri at 22:30.

Please note that all times are subject to change. This event is for SPSS Directions delegates only. You are welcome to bring a guest at a charge of 100 Euro, paid in advance by credit card. Guests must be 21 years of age or older. If you would like to bring a guest, send an e-mail to [email protected].

Neolane drives marketing that delivers,

with the only enterprise marketing

software that enables companies to

integrate emerging technologies such

as mobile with traditional channels.

Neolane provides a single, open platform

encompassing all the essentials for

managing campaigns, leads, dynamic

content, marketing resources, customer

data and analytics. More than 100 of

the world’s most innovative marketers

including Accor Hotels, Alcatel-Lucent,

Sephora and Virgin Megastores use

Neolane to improve effectiveness

and drive revenue via cross-channel,

personalized marketing.

www.neolane.com

Centurion Marketing Systems

Simply the best panel management tool in

the business. MARSC makes the best use

of your panel by automatically calculating

response rates, building target matrices

and managing frequency of contact. It will

work alongside SPSS Dimensions and has

an optional off-the-shelf web portal module

ready to plug into your web site.

www.marsc.co.uk

Turning data into decisions 39

Conference Sponsors

Overbeck Analytics Ltd was founded

in 2002 as a centre of excellence for

predictive analytics consultancy. We

are committed to providing predictive

analytics solutions that unlock

the potential of customer data for

people, organizations and industries.

Incorporated in the UK, OAL’s consultants

are engaged in projects in Europe as well

as North America.

www.overbeckanalytics.com

Language Weaver develops and licenses

statistical language translation software

for companies looking to accelerate

access to international markets, and to

government entities trying to track and

gather information from foreign sources.

This software can be easily integrated into

other programs to increase productivity of

translators and reduce overall translation

costs. www.languageweaver.com

GfK GeoMarketing is one of Europe’s

largest providers of geomarketing

solutions for customers from all branches

of trade. Its services include: Consultancy,

Market Data, Digital Maps, Geomarketing

software RegioGraph and DISTRICT. GfK

GeoMarketing is a subsidiary of the

international GfK network. The GfK Group

is ranked among the world’s top five

market research organizations.

www.gfk-geomarketing.de

SAP and Business Objects: transforming

how the world works

Combining their strengths and

complementary technologies, SAP

and Business Objects deliver offerings

that connect people, information and

businesses. As the world’s leading

provider of business software, SAP

delivers products and services that

help accelerate business innovation

for customers (more 46 100 in 120

countries). Business Objects, a global

business intelligence software company,

helps organisations gain better insight

into their businesses and improve

their decision-making and enterprise

performance. Business Objects has

43 000 customers and a network of

3 000 partners and resellers.

www.sap.com

www.businessobjects.com

Cognos, an IBM company, is the world leader in business intelligence and performance management solutions. It provides world-class enterprise planning and BI software and services to help companies plan, understand and manage financial and operational performance. Cognos was acquired by IBM in January 2008. www.cognos.com

BACK


Athenaeum Conference Centre/Lobby Level

BreakoutAthenaeum I and II

Rotunda

WC

Lobby Boardroom

Athenaeum III

Conference Map

Ypsilon/Level -1

BreakoutY1, Y2 and Y3

Y6Breakout

Y4 and Y5

Omikron/Level -1

Breakout BreakoutOmikron II Omikron I

Lobby Store

PantryToilets

Athenaeum Ballroom/ Level -2

Theta

Breakout

Delta/Sigma

Omega Product Experience

Room

Lamda

BreakoutVIP Lounge

RegistrationDesk

ExpoAthenaeum Ballroom I

General SessionsBreakfast/Lunch

Athenaeum Ballroom II and IIII

BACK

Win a Trip for Two to Las Vegas

Please join us at the Closing Reception. This is the final event of the conference and a great way to round off two fantastic days of learning, networking and meeting new people. Hopefully, we will be sending you home inspired by what you have seen and learnt.

If you attend the Closing Reception you will be in a draw to win a fabulous prize comprising:

Return flights to Las Vegas for two people and hotel accommodation for three nightsFree passes to Directions North America 2008 – the conference and exhibition for SPSS customers from all over North America – from 9 - 12 November

Two tickets to KÀ by Cirque du Soleil – a powerful, fantastical, gravity-defying production featuring acrobatics, dance, puppetry, pyrotechnics and martial arts.

SPSS Directions 2008 Closing Reception Venue: Athenaeum IntercontinentalDate: 14 May, 2008Time: 15:15 - 16:15

2008 European Conference

Winner of the SPSS Directions Closing Reception Grand Prize (herein after referred to as “Prize”) drawing receives two round-trip tickets to Las Vegas, Nevada from a gateway city (Paris, Amsterdam, Munich, London, Madrid), up to two passes to attend North American Directions (November 9-12, 2008), three nights hotel accommodations in Las Vegas (one double room), and two tickets to Cirque du Soleil’s “KA”. Winner and guest are responsible for all additional expenses related to the trip, which includes but is not limited to transportation to a gateway city, all ground transportation in Las Vegas, meals, etc, and any other expenses associated with the Prize. All registration fees related to European Directions 2008 attendance by the Winner must be paid in full before prize is issued. Winner must confirm ar-rangements with SPSS by July 30, 2008. Tax Consequences. Participation and receipt of benefits from the Prize will have tax consequences. Should there be any local tax liability for participation in the Prize or the receipt of the Prize, or costs or expenses relating to participation in the Prize, or for the use and enjoyment of the Prize, or for any other reason, such taxes and/or expenses are the sole responsibility of the participant. SPSS will issue Prize-related tax reporting, as may be required by applicable laws and regulations. As a condition of winning the Prize and receipt and use of the Prize, participants agree to self-report the applicable local taxing authorities, as may be required by local laws. Indemnification. Participant and guest agrees to release, defend, indemnify and hold harmless SPSS from any and all liability, claims, losses, damages or proceedings, including but not limited to death (including reasonable attorney’s fees) relating to any other matter in connection with participation in the Prize.

The Closing Reception in Athens offers important news, networking opportunities and the chance to win a trip to

Directions North America

Documents

2008 European Conference - Predictive Solutions · 09:45 - 10:45 Keynote: ian ayres Super Crunchers: why thinking-by-numbers is the new way to be smart 10:45 - 11:15 Break | SPSS