2. What is DI ?
DI – Digital Intelligence
Analytics
DI - Digital Interaction
The capture, management, and analysis of data to provide a holistic view of the
digital customer experience that drives the measurement, optimization, and
execution of marketing tactics and business strategies.
- Forrester Research
3. Why DI?
More than 50% of our digital visitors will be via mobile by 2015
Mass reach via TV ads won’t be effective
4. How to Build a DI framework?
Digital data inputs – incorporating data from all digital marketing touchpoints
Business data inputs – putting digital marketing data into context with data from the business
Data processing – collecting, integrating, and managing data with a high degree of speed and granularity
Data warehouse – storing digital data to make it available for analysis and execution
Analysis – analytics activities spanning dashboards and reports to data mining and forecasting
Action – making analytical data and insights directly available to the applications that drive interactions
Digital Data
inputs
Business
data
inputs
+
Data processing
Data warehouse
Analysis
Value
Huge Volume
Different Devices
Different Channels
High Velocity
Integrations
Correlations
Speed
scalable RedundantReliable
Time to Value
Multiple Sources
Secure
Visualization – Right person, Right TimeTime to Value
ROI
Real-Time
5. BD Platform
Data Store
5
BSM Run-time Service Model
Web Servers Backend
Application Servers
Middlewares
Internet &
Intranet
Correlation
Classification +
Search Time
Correlation
Real-time
Value
Synch
