Human Factors of XR: Using Human Factors to Design XR Systems
Big Data – Marketing Challenge or Opportunity?
1. A Digital Solutions Firm delivering
Marketing and Technology Solutions
New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
Big Data – Challenge or Opportunity?
3. 2
1. What is Big Data?
2. How does big data affect you?
3. The three key facets of Big data
4. How toget started
5. How tointerpret and use data effectively
6. How todrive authentic customer engagement
Points covered in this webinar
5. 4
Global Data Capacity Exceeds 295 Exabytes*
Communications have increased by an average of 28 percent
every year since 1986.
2002
• Digital Data
exceeds Analog
Data
2007
• 65 Exabytes of
information shared
• 94% of data stored
digitally
2012
• 2.5 Exabytes of
data created every
day
Source: Martin Hilbert, USC Annenberg School for Communication and Journalism.
An Exabyte is 1 Billion Gigabytes
6. 5
There is a data explosion
Source: WIPRO Infographic in Petabytes
9. 8
20%of FACEBOOK Users have purchased
something because of ads or comments they saw
there
Social
Ipsos North America Survey
SO
10. 9
YouTube is the second largest
internet search engine
Social
SO
11. 10
91%of today’s online adults use social media
regularly
Social
SO
Experian 2012 Digital Marketer Benchmarks and Trends report
12. 11
45%of US Businesses are conducting some
form of Mobile Marketing with the most common
tactics being:
Mobile Sites (70%)
Mobile Apps (55%)
QR Codes (49%)
Mobile
MO
StrongMail.com Mobile Survey
www.strongmail.com/pdf/SM_MobileSurvey201
13. 12
80%is the increase of Email Opens on Mobile
devices in the first 6 months of 2012
Mobile
MO
http://litmus.com/blog/email-client-market-share-stats-
infographic-june-2012
17. 16
50%of Global 1000 companies will have stored
customer-sensitive data in the public cloud by 2016
Cloud Computing
CLO
- Globe and Mail – Cloud Atlas, Return on Business
18. 17
$241 BillionCloud computing to grow
to over $240 billion by 2020 from $61 Billion in 2012
Cloud Computing
CLO
Forrester Research
19. 18
61% of corporate computing is
happening in the cloud
Cloud Computing
CLO
Citrix Cloud Computing Survey
25. 24
Ordinary Data Big Data
Static Dynamic
Structured Structured and
Unstructured
Collected and stored It’s everywhere
Complex Simpler but lots of it
Manual Batch Processed Automated Real-time
Processing
Rear-view Reporting Predicts the future
Ordinary Data vs Big Data
37. 36
1. Engage with customers wherever they are
2. Make customer intelligence strategic
3. Focus on goals and filter out noise
4. Create usable and actionable views or data clusters
5. Act on the insights from data, not on intuition or
experience
Key Principles
40. 39
1. Employ a closed-loop engagement cycle
Build the profile, analyze the profile and respond to the prospect
2. Characterize prospect
Properties include buying cycle state and segmentation parameters
3. Develop content to align with the prospect expectations
Content will speak directly to a prospect profile
4. Automate the closed-loop prospect engagement
Use web CMS and marketing automation platforms to automate the
engagement cycle
Steps to Context-driven Engagement
Four steps to achieve multi-channel engagement that aligns with
customer expectations and drives acquisition
41. 40
Understand your buying cycle
Understand your customer’s mindset through the buying cycle journey
Segment your audience
Determine the target groups within your audience
Map the messages
Understand and align the messages with the segment and their objections
Implement the platforms
Implement the multi-channel platforms
Using Buying Cycle to Define Engagement
Use the buying cycle to understand how, when and with
what to engage prospects at each step of buying process
Understand your
Buying Cycle
Segment your
audience
Map the
Messages
Implement the
Platforms
42. 41
It’s about the Customer’s Journey
Evaluate PurchaseLearn JustifyInterest
Active Search Begins Solutions Identified
Solutions Evaluated
Against Needs
Validate
Decision Made
Actions
Web Search
Review or get admin to
look at product on website
and collateral.
Ask Personal/Social
Network.
Compare against current and
competitive products/services
Peer/Association
endorsements
Buying Process
Questions
WIFM?
Do I really this?
Does it fit my business
needs?
Can this replace my
current service?
What is the cost (fees)?
How much can I spend on
this card?
Who else like me is using
this product? What type of
benefits is he/she seeing?
How long until I can get full use
of this service?
Motivation
s
Rewards, Promotion,
Success, Make life easy
Rewards, Business
Savings, Security, Service
(Added Value)
Relevance of Perks, Rewards
etc…
Confirmation of Perks Risk-free Trial
Pain
Points
No Time
Current process is very manual
I have to work weekends
Data is not accurate
Barriers
Merchant Acceptance
Tied to an existing card
Migrating from Existing
card
Merchant Acceptance
Migrating from Existing
card, Linking Bank
accounts
T&Cs
Personal Liability
Credit History
Supplier Coverage
Is it worth switching
cards?
Amex approval Process
43. 42
1. Employ a closed-loop engagement cycle
Build the profile, analyze the profile and respond to the prospect
2. Characterize prospects with a profile
Properties include buying cycle state and segmentation parameters
3. Develop content to align with the profiles
Content will speak directly to a prospect profile
4. Automate the closed-loop prospect engagement
Use web CMS and marketing automation platforms to automate the
engagement cycle
Leveraging Digital Platforms
Four steps to achieve multi-channel engagement that aligns with
customer expectations and drives acquisition
44. 43
1. Content Management (CMS): Supports personalized
interactions on the web site
2. Marketing Automation Platform (MAP): Supports personalized
interactions via outbound digital channels
3. Customer Relationship Management (CRM): Supports
personalized interactions involving members of the sales team
4. Integration and Mapping: Integrating the three systems to
create centralized buyer profiles that could then be mapped to
a defined buying process
5. Measurement and Reporting: Implementing the Reporting and
Analytics tools necessary to support ongoing performance
measurement and management
Leveraging Digital Platforms
CMS + MAP + CRM + Context = Increased acquisition. It takes
both platforms and approach to drive improved acquisition
45. 44
The Trifecta for Richer Engagement
This Unified Customer Engagement Platform delivers an
experience based on a common customer context
Web CMS
Marketing
Automation
with
Analytics
CRM
Common
Customer
Context
How much information is there in the world?
As of 2012, about 2.5 exabytes of data are created each day. 1 exabyte is a billion gigabytes or a million terabytes.
University of Southern California researchers calculated that the world has access to enough data-storage capacity to hold 295 exabytes (295 followed by 20 zeros) of information.
There are reports aplenty about technology driving a data explosion. University of Southern California researchers actually sat down and calculated that humans can store, communicate and compute about 295 exabytes of information, or about 404 billion CDs.
How much information is there in the world?
As of 2012, about 2.5 exabytes of data are created each day. 1 exabyte is a billion gigabytes or a million terabytes.
University of Southern California researchers calculated that the world has access to enough data-storage capacity to hold 295 exabytes (295 followed by 20 zeros) of information.
There are reports aplenty about technology driving a data explosion. University of Southern California researchers actually sat down and calculated that humans can store, communicate and compute about 295 exabytes of information, or about 404 billion CDs.
The growth of social networks for business. Social networking account for 22% of all time spent online. Real business is taking place today in public and private social networks. It has moved far beyond using LinkedIn for recruiting, or Facebook for consumer marketing outreach. The benefits accrue quickly from being able to communicate and collaborate easily with extended networks of employees, partners, customers, across internal and external social networks.
The ascendency of mobile computing. By the end of 2011, more smartphones shipped than PCs.. And Apple sold more iOS devices in 2011 than they sold Macs in 28 years. “Bring your own device” (BYOD) to work is an undeniable trend in the workplace, bringing freedom and convenience for users, but headaches for IT. Users want to interact anytime, anywhere, with localized, contextual content. And they aren’t afraid to sidestep IT if they don’t get the access they want. IT can try to ban access, but more often than not, needs to rethink their approach to mobile and secure those mobile devices to minimize risks from loss, theft or misuse.
The continued rise of Cloud computing. With Forrester alone estimating enterprise cloud computing to grow to over $240 billion by 2020. It’s hard to find ANY current IT project today not considering cloud-based deployments. The conversation is no longer one of outright rejection due to security and quality-of-service concerns. Instead, the discussion is about the right mix of capabilities for the business. What should be delivered by cloud vs. on premises? How do I ensure new services are integrated with the solutions I already have in place? What’s the right policy and governance model I should be looking for from my cloud services providers? What level of customization do I really need, and how much standardization can I get away with? Despite cloud’s increasing sophistication and security in applications, information stores, transaction processing, or even analytics, critical questions still remain.
The availability of information, which drives social, mobile and cloud technologies, is the connective tissue in this "nexus of forces."
Gartner
"In the nexus of forces, information is the context for delivering enhanced social and mobile experiences," Chris Howard, managing vice president at Gartner, explained in the report. "Mobile devices are a platform for effective social networking and new ways of work. Social links people to their work and each other in new and unexpected ways. Cloud enables delivery of information and functionality to users and systems. These forces of the Nexus are intertwined to create a user-driven ecosystem of modern computing."