如何利用分析学工具解决数据挖掘问题

社会的飞速发展给许多行业带来了新的机遇，这些行业越来越趋向依靠大数据的分析做出决策。那么如何利用分析学工具解决 数据发掘 问题，并且促进行业增长呢？我们从以下几个主要行业进行分析。

保险业

以前的保险公司是依靠人工进行数据采样的，除此以外，他们还要分析客户群体并处理运行中出现的各种问题。这一过程不仅费时费钱，也容易出现错误。

人工分析依靠的是历史数据，不可能对实时情况做出反应，这意味着人工分析无法避免类似于诈骗这样的威胁，因为这类威胁都是事情发生后才能发现问题。

据英国保险业协会估计，每年未被发现的诈骗金额高达19亿英镑（约22亿欧元，合163亿人民币），由此导致投保人每人每年要多花费50英镑保费。根据2015年保险诈骗调查报告显示，诈骗集中在意外保险（31%）和保险申请（12%）这两个方面。

现在保险公司可以运用更加先进的分析学工具来避免这些威胁。通过分析学工具，英国的某汽车保险公司帮助每名投保人节约了2英镑的资金。瑞士的某保险公司把不合规的相关风险降低到1%以下。

保险业运用分析学工具的好处：

• 风险定价更准确；
• 可以更好地比对花费与定价，来发现和维系客户；
• 减少索赔中的失误；
• 节约索赔决策时间；
• 通过分析不同的网络平台数据以减少诈骗的发生；
• 减少由失误、不良债权、诉讼和客户流失导致的成本费用，以获得更高利润，提高客户满意度。

银行业

金融机构使用 数据分析 工具的动机其实各不相同，互联网数据中心（IDC）公布的一份调查结果向我们展示了这其中的区别。

 

但是不论他们的动机如何，对银行业来说分析学工具的优势是显而易见的。 “美国银行家研究”机构（American Banker Research）对170名银行家进行了调查。其中28%的人认为顾客份额是机构获得的最大收益，18%的人则认为贷款亏损的减少是最关键的收益。

译者注：顾客份额是一个企业为某一顾客所提供的产品和服务在该顾客同类产品和服务消费总支出中所占的百分比。

很多银行表示，最大程度地利用网上资源有益于维持客户忠诚度。下图展示了一家欧洲银行依靠分析学工具，使得广告点击率提高了27%，销售额提高了12%。

 

医疗业

近年来医疗领域出现了很多新变化，列举其中几个：

• 医疗业越来越趋向于价值导向，因为客户对高质量的服务要求越来越高；
• 外科医生和护士数量不足，这要求医院设法提高员工的工作效率；
• 成本发生变化，因为死亡率降低了，慢性病例数量增多；
• 医学研究获得了更多的投资，因此新的药物和疗法不断被发现。

这些变化增加了医保提供者面临情况的复杂性。运用客户导向分析工具，医保提供者能够轻易地实现以下功能：

• 发现疾病类型，防止疾病爆发，并快速对医疗紧急事故做出反应；
• 跟踪预防性治疗，比如可以看到数据库中有多少人接种过流感疫苗；
• 高效地分配有限的员工资源；
• 通过客户在医院网站的浏览历史，预测他们的需求和病情；
• 减少浪费，麦肯锡咨询公司（McKinsey）预计，每年在临床治疗、研发和公共健康上，美国医疗行业能够节省3000多亿美元。

教育行业

教育行业拥有很多数据来源，比如：

• 录取记录（通常包含了社会经济数据、人口数据、历史表现和健康情况数据等）；
• 实验室情况，图书馆、咖啡厅和一般消费记录；
• 出勤率、考试分数和评分等级情况；
• 体育运动记录。

但是，这些数据很难用于提高教育环境和预测学生需求。

亚利桑那州立大学率先运用分析学，提升了用户体验。该网站国际页面收集的数据显示，网站访问量来自世界各地，这促使学校在网页上提供了不同的语言选项。

电子商务

几百万个网站都争先恐后地向同样的客户群体推销商品，在这种情况下，如果不使用数据分析工具，商家就很难把握面临的销售环境和客户情况。

电子商务企业有很多标准来衡量网络性能，其中“转换能力”是衡量性能的最关键的指标（KPI）。对于那些转换能力不高的网站可以进行深度挖掘，发现背后的原因。很多优秀的网站分析工具都可以做到这一点，这里列举了一部分网站分析工具：

 

Wappalyzer整理出来的这份表格显示，大部分网站都使用网站分析工具，如woocommerce.com 使用KISSmetrics，shutterstock.com使用crazy egg，app.hubstaff.com使用 woopra。

政府

尽管政府在产能和信息通讯技术上占主导地位，他们也在尽职尽责地投资开发报表工具、计算机设备和数据库，但是在数据收集和定性分析上政府依然面临着困难。

我们不仅要运用分析学工具发掘数据，也要使用分析学工具提高分析质量以解决问题。我们从数据中发掘的价值越多，就越能利用数据提高市民的生活质量。

以美国政府网站为例，政府部门能够看到一定时间内，访问其网站的人数、访问的内容以及下载的文件。这些数据清楚地显示了人们所需要的政府服务。

 

结论

文中列举的事例，展示了分析学工具的益处。这说明任何产业的发展契机，都依赖于其数据分析的能力。市场上已经出现了很多性价比很高的分析工具，操作上也很简便。这就意味着企业不需要复杂的数据收集和储存基础设施，就能够轻松地使用他们的数据。

英文原文

How Analytics tools are shaping the growth story across industries

If there’s one thing that businesses across all industries have in common today, it’s in their increased adoption of data to shape business decisions. Below is a demonstration of how key industries use analytics tools and the benefits these tools have in solving challenges of data capture and use to shape growth.

Insurance

Traditionally, insurers have relied on manual sampling of data to understand their customer base and address challenges to their operations. Not only is this process time-consuming and costly, it is also highly prone to errors.

Manual analysis also relies on historical data, making it impossible to respond to changes that are happening in real-time. This means that threats such as fraud cannot be prevented, as they are only detectable after the fact.

The association of British insurers estimates the amount of annual undetected fraud at roughly £1.9bn (€2.2bn), a loss that costs policy holders an approximate cost increase of £50 on their yearly premiums. Some of the highest instances of fraud, according to the 2015 insurance fraud survey, are noted in staged accidents (31%) and applications (12%).

Insurers can protect themselves against such threats using better analytical insights. Below are two examples from Insurance Nexus of insurers who have benefited from use of claims analytics:

Annual savings of up to £2 in auto claims by a Uk insurer

A Swiss insurance company reduced risks associated with non-compliance to less than 1%

Benefits of analytics in underwriting:

Accuracy in risk pricing.

Identifying and retaining customers through better comparisons of costs and pricing.

Reductions of errors in claims.

Reduced decision making time where claims are concerned.

Reduced cases of fraud, through analysis of different web-based platforms.

Reduced costs associated with errors, bad claims, litigation and customer attrition, leading to more attractive margins and better customer satisfaction

Banking

Financial institutions differ in their motivations for investing in data analysis as shown in the survey results below conducted by IDC .

But whatever their motivations, the benefits of analytics in banking are clear. American Banker Research surveyed 170 bankers on the usage of customer analytics in banking. 28% of them cited share of wallet as the biggest benefit experienced by their institutions. Another 18% cited reduction in loan-related losses as the key benefit.

Banks also recognize the importance of making optimum use of their online resources to retain customer loyalty. As shown in the image below, a European bank experienced 27% increase in click-through rates for their banners and a sales increase of 12%, by relying on their analytics tools.

Healthcare

There are a lot of dynamics surrounding the field of healthcare. To mention, but a few:

Healthcare is becoming more value-based as customers continue to demand quality services.

Physicians and nurses are always in short supply which means that hospitals have to figure out how to be efficient and productive with the staff they have on hand.

Cost dynamics are changing, thanks to reduced death rates and more reported cases of chronic diseases.

More investment in research has led to new medical approaches and cures.

All these issues create a lot of complexity for health care providers. With more utilization of customer-based insights for decision making, healthcare providers will find it easier to:

Detect disease patterns, prevent outbreaks and respond to medical emergencies with speed.

Track implementation of preventive remedies. For instance, they can track how many people in their data base have received flu vaccines.

Efficient allocation of limited hospital staff.

Use customer browsing history on hospital websites to anticipate individual needs or crises.

Reduce wastage. Estimates by McKinsey show that U.S healthcare can reduce waste and save more than $300 billion annually in clinical operations, R&D and public health.

Education

Learning institutions have many data sources such as:

Admission/enrolment records, (which are usually a combination of socio-economic data, demographics, past performance, health issues, etcetera)

Laboratory, library, cafeteria and general purchase records,

Attendance, test scores and grade tracking,

Sports records.

However, this information is hardly used for improving the learning environment and to anticipate student needs.

Arizona state University is a good example of use of analytics by a learning institution to improve user experience.

Insights gathered from the website’s international page showed that most of the traffic to the website came from all over the world, a factor that prompted the university to offer the pages in different languages.

Ecommerce

Standing out among the millions of websites that are competing to sell to the same audience is near impossible without the use of data to help a business understand its environment and audience.

Though ecommerce businesses use many metrics to measure website performance, ‘conversion’ is the key KPI used to show the rate of success. A website that is experiencing low conversions can dig deeper to understand the reasons behind this performance. There are some amazing web analytics tools out there that you could choose from, here’s a list I’ve compiled about Web Analytics Tools which can prove to be handy.

Lists compiled by wappalyzer show that most key websites use web analytics tools. for instance, woocommerce.com uses KISSmetrics, shutterstock.com uses crazy egg and app.hubstaff.com uses woopra.

Government

Governments hold a central role in the ramping up and use of ICT and though they embrace this role fully by investing in reporting tools, computer equipment and data warehouses, there’s still a challenge when it comes to moving from mere data collection and processing to qualitative data analysis.

The use of tools to not only mine data but to improve analysis helps to address these challenges as the more value is extracted from data, the more it can be used to better the lives of citizens.

For instance, in the example below from the US government site, it’s possible for government departments to see how many people visit the website over a period of time, which pages they visit and the documents they download. This gives a clear indication of the services that people need most.

Conclusion

The body of evidence that shows benefits in increased investment in data tools suggests that opportunities for growth in any sector lie in data insights. The market has readily available analysis tools which are budget friendly and don’t require intensive training to operate, meaning that companies don’t need to roll out sophisticated data capture and warehousing infrastructure to start making use of their data.

注：本文摘自数据观入驻自媒体—灯塔大数据，转载请注明来源，微信搜索“数据观”获取更多大数据资讯。

 

责任编辑：陈卓阳