•The current Datavisualisation available in the Big Data/Customer Intelligence tools is in fact still far from being marketer-friendly. •Before, Communication was limited in time / space / target / message. Therefore its reporting could happen at a given time, after the peak, with limited dimensions of analysis, therefore accessible. •Now, Communication is relational, multi-touchpoints, ecosystem-like, always-on, generating Big Data. It becomes intangible: the screenshot of a web page/ cannot represent it anymore. The reporting dashboard becomes the most tangible representation/deliverables of a communication system, versus the creative execution. •When directed to marketers the dashboard have to be treated as a communication vehicle, and we should not neglect this requirement. 10

1. How Can Big Data be Made
More Accessible for
Marketers?
14 November 2012, EBG
Michael Chrisment
Manager Digital & CRM EU Region
Mondelēz International
@mchrisment

2. Route #1
The extensive view
2

3. 3

4. 4

5. Route #2
The marketer friendly view
5

6. 6

7. Welcome
to
Pinterest generation
7

8. 8

9. 9

10. Conclusion
• The current Datavisualisation available in the Big
Data/Customer Intelligence tools is in fact still far from being
marketer-friendly.
• Before, Communication was limited in time / space / target /
message. Therefore its reporting could happen at a given time,
after the peak, with limited dimensions of analysis, therefore
accessible.
• Now, Communication is relational, multi-touchpoints,
ecosystem-like, always-on, generating Big Data. It becomes
intangible: the screenshot of a web page/ cannot represent it
anymore. The reporting dashboard becomes the most tangible
representation/deliverables of a communication system, versus
the creative execution.
• When directed to marketers the dashboard have to be
treated as a communication vehicle, and we should not
neglect this requirement.
10

11. Thank you.
11

12. How Can Big Data be Made
More Accessible for
Marketers?
14 November 2012
Michael Chrisment
Manager Digital & CRM EU Region
Mondelēz International
@mchrisment