Learn how to operate with your Big data and get to know your consumer even better.

1. Big data –
illusion or opportunity
Miha Vogelnik, Valicon

5. Key components of big data
Data
SMARTER
DECISIONS
Analytics
Action
TECHNOLOGY

6. Source: Nakupna pot 2012/2013, Valicon/IPROM
WEB
WOM
26%
EVENT
TV
OUT
STIMULATION
PRINT
CATALOG
ONLINE
21%
RADIO
OFFLINE
53%
WOM
WOM
WOM
21%
WEB SEARCH
OFFLINE
16%
WEBSITE
RESEARCH
SOCNET
CONTACT
ONLINE
63%
WEB PRICE
MOBILE
WEB RESEARCH
WEBSITE
ONLINE
15%
CONTACT
PURCHASE
MOBILE
STORE
STORE PROMO & PUSH
OFFLINE
85%
STORE MOB
WEB RESEARCH
SURVEY
WOM
WEBSITE
POST
PURCHASE
SOCNET
0%
20%
40%
60%
80%
100%

7. Potential sources of customer data
POS
Transactions
Facebook
VOLUME
VELOCITY
VARIETY
Twitter
Company
web portals
OTHER
SOURCES
SOCIAL
MEDIA
Blogs
Call-centre
logs
INTERNAL
DATA
VERACITY
Surveys
Winning
games

8. Marketing optimization – less investment in
„traditional“ marketing with higher utilization
TRADITIONAL MARKETING
TRADITIONAL MARKETING
General image
advertising
Segmented
communication
IDENTIFICATION
IDENTIFICATION
profiling
direct
8
1to1 MARKETING
1to1 MARKETING

9. Advanced analytics helps find meaning
in vast quantity of data
Classification
Grouping customer based
on their common
characteristics
demographic, behavioral
Associations
Understanding relationship
between customers in
social network or product
in shopping basket
Predictions
Finding what differentiate
buyer from not
buyer, churner from not
churner and make a
prediction

11. Cust_1
Cust_2
Cust_3
WEB
EVENT
TV
STIMULATION
OUT
AQUISITION
PRINT
CATALOG
RADIO
WOM
WOM
WEB SEARCH
WEBSITE
RESEARCH
SOCNET
CONTACT
AQUISITION
WEB PRICE
MOBILE
WEB RESEARCH
WEBSITE
CONTACT
MOBILE
PURCHASE
STORE
STORE PROMO &…
STORE MOB
WEB RESEARCH
PERSONALISED SELLING
CROSS-SELLING
UP-SELLING
SURVEY
WOM
POST
PURCHASE
WEBSITE
SOCNET
RETENTION

12. Cust_1
Cust_2
Cust_3
WEB
EVENT
TV
STIMULATION
OUT
PRINT
• Testing which ad/video /tweet will
have better impact
CATALOG
RADIO
WOM
WOM
WEB SEARCH
WEBSITE
RESEARCH
SOCNET
CONTACT
WEB PRICE
MOBILE
WEB RESEARCH
• Click-stream analysis to present most
suitable ad-content to display
• Lead scoring and managing in order
to achieve best conversion
WEBSITE
CONTACT
MOBILE
PURCHASE
STORE
STORE PROMO &…
STORE MOB
WEB RESEARCH
SURVEY
WOM
POST
PURCHASE
WEBSITE
SOCNET
• Most probable next product
recommendation
• Combination of most suitable
products for cross-sell
• Retaining customers by predicting
most probable churners
• Campaign evaluation

13. Sales
Traditional campaigns
Days/Weeks
13

14. Sales
Traditional campaigns
Days/Weeks
14

15. „Smart“ optimized campaigns
Sales
Smaller more targeted
campaigns
Days/weeks
15

16. „Smart“ optimized campaigns
Sales
Smaller more targeted
campaigns
SMART follow-up campaigns
Days/weeks
16

17. „Smart“ optimized campaigns
Smaller more targeted
campaigns
Sales
Increase of Sales
SMART follow-up campaigns
Days/weeks
17

18. How to start with BigData?
1.
2.
3.
4.
5.
6.
7.
8.
Clearly identify simple problem
Identify suitable data
Use existing data
Analyze data
Decide on action
Action!
Measure the outcome
Improve and do it again!

19. Start with baby steps - NOW!