Big data presentation at STIMA - Hans Smellinckx

1. DATA

2. Thomas Cook Belgium
20 years experience Social Marketing Forum
Innovation & Marketing Projects
®Evolution Founder
HANS SMELLINCKX
Multi-channel Marketing Social Media
CRM E-mail Marketing
Mobile Marketing Digital Marketing
Blogger Metrics, KPI’s & dashboarding
Branding & Reach
Twitter.com/hanssmellinckx
www.onlinemarketingmanager.be

3. Thomas Cook Belgium is…

5. ENIAC
Electronic Numerical Integrator And Computer

6. DATA
BIG
DATA WAREHOUSE
BI
CRM

7. NOT
NEW
It’s still a car

8. Most important parts of a car
1. Engine
2. Wheel
3. Brakes
4. Strearing wheel
5. Body & seating

9. Roadmap

10. 65%
(Big) Data not part
of the strategy

11. People Tools
skills technology

12. STEP 1: CONNECTION

14. STEP 2: Segmentation

15. Socio demo

16. Socio demo
employment
Maritial status gender
age education
Social class

17. Simple
Filter

18. 20 – 25 year old
Female
Student
Single
University student
No children
Lower social class

19. Challenges

20. ? Hobby
Interests
Pets
Living together
Still living at home
shopaholic

21. ?
Data connection
Mobile savy
E-commerce
Real-time mobile
use
Workplace vs
living

22. COMPLEXITY
Degree of ROI Real-time (social)
Behaviour criteria
Behaviour criteria
Lifestyle criteria
(Buying) history
Socio demo
TIME
Excel SAP
access Oracle / IBM

23. Confirmed behaviour
Unknown future behaviour

24. Sport clubs…

25. 6 month health program
Open graph 2
Use real-time Website & referral
data
Unexpected offers
Ask for interests Cross sales
Re-activate sleepers
Past members Trends
“family” trends
Clean db

26.  Which regions to target?
 Which similar people to target?
 Predict & counter drop-off
 Upsell or partner programs
 Make dynamic promotions
 ROI & RFM

27. Recommendations

28. Track users
individual
Calculate
ROI/target group
Fine-tune with
every campaign

29. Visualise it!
http://projects.nytimes.com/census/2010/explorer

30. Questions ?

31. Thomas Cook Belgium
20 years experience Social Marketing Forum
Innovation & Marketing Projects
®Evolution Founder
HANS SMELLINCKX
Multi-channel Marketing Social Media
CRM E-mail Marketing
Mobile Marketing Digital Marketing
Blogger Metrics, KPI’s & dashboarding
Branding & Reach
Twitter.com/hanssmellinckx
www.onlinemarketingmanager.be