My SEMPO LA Keynote at Omnicom Media Group/Chiat Day about the new 4ps and Big Data.

1. BIG DATA = BIG CHALLENGE

2. Business
Intelligence
Mobile
Analytics
Big Data
Analytics
Specialized
Analytics
Automation
BI
Applicatio
n
Modeling /
Creation
Digital
Analytics /
Web
Analytics
Social
Analytics
BI Data
Visualization
 Actuate
 1010data
 Adobe (Insight)
 Advizor Solutions
 Agile-1
 Aha!
 Alteryx
 Adobe (Omniture)
 Altosoft
 Anametrix
Arcplan 
 Birst
 Bitam
 Board Intl
 Cambridge Semantics
 Cloud9Analytis
 CYFE
 Dimensional Insight Domo
 EdgeSpring
 Entrinsik
 eQ Technologic
Flurry 
 GoodData
 Google
IBM (Cognos) 
 IBM (Coremetrics)
 iJento
 InetSoft
 Information Builders
 JackBe
Jaspersoft 
Jedox AG 
KarmaSphere 
KISS Metrics 
Mixpannel 
 Klipfolio
 Kontagent
Logi Info 
Lyzasoftt 
Metricly 
Microstrategy 
Moz 
 Neolane
 Neustar
 Optify
 Oracle (Siebel)
 OrigamiLogic
 Panorama
 Pentaho
 PivotLink
 Prognoz
 Promojam
 Qliktech
 Roambi
 Salient
 SAP / Business Objects
SpagoBI 
 Sweetspot
 Tableau
 Targit
Tibco 
Toovio ubervu 
Webtrends 
Yellowfin 
OneStat 
AT Internet 
Comscore (Digital Analytix) 
 Eloqua
 Marketo
 Hubspot
Responsys 
Radian6 
Viralheat 
Sysomos   Adobe (Social)
 SAS
 Microsoft
 ExactTarget
The Landscape: Analytics Gravitation
 BrightFunnel
 AgilOne

3. The Landscape: Focus On Marketing
OneStat 
Moz 
Comscore (Digital Analytix) 
 Google
 Aha!
Webtrends 
 Adobe (Omniture)
 Promojam
 Adobe (Social)
ubervu 
Sysomos 
Radian6 
Viralheat 
Toovio 
 iJento
 Adobe (Insight)
 Roambi
 CYFE
Metricly 
 Tableau
 Kontagent
Flurry 
Mixpannel 
KISS Metrics 
 Klipfolio
 Domo
 Qliktech
 OrigamiLogic
 Pentaho
 Birst
 Anametrix
 Microsoft
 Marketo
Responsys 
 ExactTarget
 Hubspot
 Eloqua
 Neolane
 Sweetspot
 SAP / Business Objects
 Oracle (Siebel)
IBM (Cognos) 
Microstrategy 
Cambridge Semantics 
 IBM (Coremetrics)
 GoodData
Jedox AG 
Lyzasoftt 
 EdgeSpring
Yellowfin 
 Entrinsik
AT Internet 
 PivotLink
 Optify
Jaspersoft 
 SAS
Tibco 
KarmaSphere 
 Alteryx
 Panorama
SpagoBI 
Logi Info 
 Neustar
 Prognoz
 1010data
 Salient
 Actuate
 InetSoft
 Board Intl
Arcplan 
 Altosoft
 Information Builders
 Dimensional Insight
 JackBe
 Cloud9Analytis
 Advizor Solutions
 Agile-1
 Bitam
 eQ Technologic
 Targit
 AgilOne
 BrightFunnel
GenericSpecific

4. EVERYONE IS MEASURING
EVERYTHING

5. @randschulman
What is Big Data and How can you Use it?
A cluster of existing technologies, combined in an innovative manner.

6. Takeaways from 250k 3/13 w Incisive Media Survey
@randschulman
Everybody is measuring everything - few have good common understanding of Words
70% Don’t know what Real Time Means
82% Say they have “Multi Channel” but definitions very
One Third On/Off line; One Third Enterprise Silos; One Third Digital only
(SEO, PPC, Display, etc.)
Total transformation of digital marketing with Impact of Google UA, GA, Tags, Attribution
and Predictive layers
Expertise more in demand than ever
Look for more predictive and self-learning apps

7. Data Sources
•POS
•Desktop
•Social
•Mobile
•Ad network
•CRM
•Call Center
•Email
•ERP
•Inventory
•APP
•Augmented Reality
Vendor
• Predict(ive)
• Display
• Analyze
• Load
• Transform
• Extract
Practitioner
• Insight
• Action
Big Data: Common Characteristics

8. @randschulman
Impact of Big Data – Remember the New 4 Ps
Marketing becomes more central to organizational success

9. @randschulman
#1 People More Important Than Ever
New Roles – CDO, CIO, CCO, C Mobile Officer –
Blend of Acquire/Convert/Retain Skills – More like Game
Skills do not exist today (Content Engineer) – Universities do a poor job

10. @randschulman
#2 Process - Customers Running as Fast as They Can –
no one rule today.
• Breakdown of Organizational Silos as new roles emerge
• Where does budget sit?
• Who services whom?
• What are the organizational KPIs?

11. @randschulman
#3 Purpose What are your objectives?
Clearly Define them
Start with a Small Project!

12. @randschulman
#1 Platform - No One stands Out
Differentiation is a challenge for vendors

13. Thank You
rschulman@efective.com