>

Big data in marke.ng <

What the heck? What does it all mean and how does it help me?

> Using data to widen the funnel

Turning data into ac.onable insights to widen the conversion funnel

Media A:ribu.on & Modeling

Maximise reach, awareness & increase ROI

Targe.ng & Merchandising

Improve engagement, boost loyalty

Tes.ng & Op.misa.on

Remove barriers, drive sales

Boos.ng ROMI
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> Clients across all industries

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> Wikipedia: Big data

In informaAon technology, big data consists of datasets that grow so large that they become awkward to work with using on-hand database management tools. DiculAes include capture, storage, search, sharing, analyAcs, and visualizing. Big data are high volume, high velocity, and/or high variety informa.on assets that require new forms of processing to enable enhanced decision making, insight discovery and process opAmizaAon.
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Big data = Bo:lenecks

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> Big data analy.cs bo:lenecks

Fast laptops now have up to 8GB of RAM, that means you can compute up to 6GB of raw data very fast in memory thus bypassing the biggest boTleneck: I/O
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> Power vs. distributed compu.ng

Adding more supercomputers is dicult as they are complex and expensive but adding machines to a distributed compuAng network is fairly cheap and easy.
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Big data = Structure?

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> Does big data need structure?

Structure, maintenance, boring

Volume, velocity, variety, sexy

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> Big data s.ll needs structure

Structure, maintenance, boring

Volume, velocity, variety, sexy

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Big data = Hype?

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> Importance of research experience

The consumer decision process is changing from linear to circular.

Considera.on set now grows during (online) research phase which increases importance of user experience during that phase
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(Online) Research

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> Design and test experiences

Issue FAQs

Oer

Email

Display

Issue

Live chat

Phone call

Postcard

All customers Segment A, B, C Segment D, E Inuencers High valu

Oer

Phone call

Le:er

Email

Display

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> The consumer data journey

To transac.onal data To reten.on messages

From suspect to
Time

prospect

To customer
Time

From behavioural data

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From awareness messages

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> Combining data sources is key

Behavioural data

Transac.onal data

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The whole is greater than the sum of its parts

3rd party data

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June 2013

Example: Phone call data

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June 2013

Example: Website data

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June 2013

Example: Social media data

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> Maximise iden.ca.on points

160% 140% 120% 100% 80% 60% 40% 20%
0 4 8 12 16 20 24 28 32 36 40 44 48

Probability of idenAcaAon through Cookies

Weeks
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> Registra.on and login pages

Customer data exposed in page or URL on login and logout

CustomerID=12345& Demographics=M|25& CustomerSegment=A1& CustomerValue=High& ProductHistory=A6& NextProduct=A7& ChurnRisk=High& [...]

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> Email click-through iden.ca.on

hTp://www.acme.com/email-landing-page.html?

CampaignID=12345& CustomerID=12345& Demographics=M|25& CustomerSegment=A1& CustomerValue=High& ProductHistory=A6& NextProduct=A7& ChurnRisk=High& [...]

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> Personalised URLs for direct mail

acme.com/chris.anbartens redirects to amp.com.au?

Catch on acme.com 404 error page

June 2013

CampaignID=12345& CustomerID=12345& Demographics=M|25& CustomerSegment=A1& CustomerValue=High& ProductHistory=A6& NextProduct=A7& ChurnRisk=High& [...]

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> Combine data across devices

Mobile

Home

Work

Tablet

Media

Etc

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> Indirect combina.on of data

Web data Roy Morgan

Client ID

Address

Geo segment

MOSAIC Hitwise

Social data

Social IDs

Etc

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cbartens@datalicious.com blog.datalicious.com twi:er.com/datalicious

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Contact us

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Smart data driven marke.ng

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