Big Data Marketing Seminar Optimately Davy Cielen
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Big Data Marketing Seminar Optimately Davy Cielen
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Big Data Marketing Seminar Optimately Davy Cielen
- 1. Big Data and Marketing: What’s in it for me? Davy Cielen
- 2. WHAT IS BIG DATA? A vast quantity of UNSTRUCTURED data, which we now have the ability to process in REAL TIME.
- 3. WHY IS IT BECOMING IMPORTANT NOW? Rise of smartphones Rise of sensor networks Social network adaptation
- 4. HOW BIG IS BIG DATA? Every 2 days we create as much information as we did from the beginning of time up to 2003. By 2020 analysts predict the amount of data will be 50x what it is today.
- 5. WHAT MAKES BIG DATA SO DIFFERENT? Veracity Velocity Variety Volume
- 6. THE CHALLENGE OF BIG DATA
- 8. AN INTRODUCTION TO BIG DATA TECHNOLOGY Map reduce framework Specialized databases & tools Tools to perform analysis in real time or on a huge scale Hadoop: A distributed file system
- 9. WHAT DOES IT LOOK LIKE?
- 10. WHAT DOES IT LOOK LIKE?
- 11. WHAT IS IN IT FOR ME? Increase customer experience Penetrate new markets Improve what you do today
- 12. Improve what you do today
- 13. INTEGRATED VIEW OF THE CUSTOMER
- 18. Explore new business models
- 19. DATA + EXISTING CUSTOMER BASE
- 20. SELLING DATA IS BIG BUSINESS
- 21. WORK DIRECTLY WITH CUSTOMERS
- 23. What is in it for the customer?
- 25. SMARTER PRODUCTS
- 26. NEW EXPERIENCES
- 27. WHAT DO I NEED? Analytical skills Technology Infrastructure Data
- 28. Q&A
Hinweis der Redaktion
- Everybody is talking about Hadoop , Hbase and other technologies. In fact I can spent an hour with nothing than name dropping but the most important thing in big data, is data then privacy issues and not technology. The availability of new data is a much bigger driver for the big data revolution than is any other break through. The fact that we are able to collect and combine all these types of information are far more important than any single technology. Business models and new products filled with sensors are far more important than any technology. It is up to you as a business to build a model in which you give a customer so much value for his data, that he doesn’t mind at all that You can see his most intimate details as long as he is served by you. At that moment, privacy is much less of an issue than you think.
- Big data really means big data. At least 40% of the internet traffic today comes from video. If today
- Introduction Right message, right person What is it? One single truth of the customer, its DNA. Detailed insights of who the customer really is. Combining internal and external datasources. Benefit? Better customer selection Relevant message to customer Price based or should it emphasize the security, social or coolness factor of your product? Why now? Integration of different data sources with very different structures Examples? NGDATA = customer integration
- Introduction Right message, right person, right time = event driven marketing = trigger marketing Why now? The need for real time analysis + the sheer volume + the unstructured nature of the data Integration of multiple data sources Types of triggers Transactional triggers: based on an action Recurring triggers: :based on an individual profile and details Behavioural triggers: based on an activity Treshold triggers Most marketers only react to big events such as new year, holidays, …. Examples Using social data & by integration of data sources we can discover more fine grained events , examples: End of contract or heritage Customer visited a certain page on your websitej Big life events Customer did a simulation Soomething that happened on a partner website Be ready to analyze the results to see what content works best
- Introduction Right message, right person, right time & actionable place http://www.slideshare.net/havas-media/locationbased-marketing-lbm-global-media-trends?qid=c8e9ce50-2e57-48ff-a9f5-ec84cacc8ea3&v=default&b=&from_search=3 Why now? Enabled by gps, rfid, wifi, checkin on social media: The amount of sensor data + the need to act in real time Geospatial data is best handled by geospatial databases Examples Different adds based upon weather profile in a region Find friends in the neigbourhood Informing instead of marketing Coca cola allows you to make a personalized drink when you approach a vending machine Coca cola (Gefen Team) shows your name when you approach a billboard Almost 20% of the people are already using LBM Expected to bring $10 billion by 2016 Out of home Events Search and display Point of sale Mobile apps Location based consumer usage throughout the world: Navigation 46% Find restaurant and entertainment venues 26% Find friends 22% Public transport schedule 19% Deals and offers 12.5% Klant die op een luchthaven nog een aanmelding krijgt voor een reisverzekering Klant die de vakantiebeurs of autobeurs bezoekt Gamification van marketing actie Personalisation of car insurance based on telematics devices Use of workout data to adjust rate Discount targeting: give discounts to a store nearby
- Introduction Do you know that when a friend divorces, that your likelihood on a diverce also rises? In fact, even when a friend of a friend divorces, you also have a higher chance of getting diverced. What? Network based marketing exploits information about your friends and relations to give you a better targeted message. Why now? Network data is streaming data, the speed of this data just to fast for traditional techniques Analyzing networks requires special types of database structures Examples? - Simple count models have a good predictive power for market share but also capture share of attention - Events in the first and second degree of separation are good predictors for events such as babies, mariages and divorces - Events in the first and second degree of separation can build awareness, an accident with a friend will increase your awereness for the need of insurances. Pitfalls? Privacy
- Introduction What? Why? There is a tremendous amount of information in non structured data such as video, images, audio Examples? Lots of customers don’t use a loyalty card for smaller transactions: Recognize a customer based on a video to get a completer view and give targeted marketing How about recognizing missing children from security cams? Recognize tumor from images Use video cameras to detect interest in a product. You know what people buy, but you don’t know which products get the attention of customer Detect searching behavior from customers => optimize for store layout Detect objects and give relevant information about this object Analysing speech data from a call center data for names of competition of upcoming events, products of interest How about recognizing friends and social relations from pictures (either in the public domain or based on competitions and or marketing actions)
- Summarize previous + introduce next topic
- Introduction? Do you know that facebook, google and Amozon all have bank licences? What? When you have an installed customer database and you have lots of data about a customer, you are ready to enter new markets and defeat incumbents that lack the data. Why? Data is not available in every sector, so it may be an unfair battle. Take wholesalers for instance, it is very difficult to have customer data Examples? Google has done this multiple times: they started as a search engine, went into advertising, mobile phones, operating systems and google walled …. Amazon started as a online bookstore, but now also delivers computing services Apple started as a computer manufacturer, but now sells watches, mobile phones, tablets, …
- Introduction: Imagine that you dig a hole in your garden and find the oil pouring out of this hole. What is it? People realize that data is as valuable as oil but not everybody has access to customer data. While there have been data collectors and integrators for a long time, also your data may be valuable too for another company. For instance: Who would not want to have a peek inside the customer data from Colruyt? Their data is a test lab where you can try products and see the effects. If you have detailed information of X,Y coordinates for Belgium, this too can be a data product. Twitter gives you the ability to buy tweets so you can monitor their data while integrators like datasift help you to get normalized data from multiple social media sites. It is not only interesting to give data on an individual level, even selling aggregated data can be very lucrative certainly when you have build models on top of that are beyond the reach of your customers, this is something that we see more often in Europe. Telecom operators can sell you data about traffic
- How about bypassing the middle man? What? The amount of data many companies have give the customer a superior customer experience and allow you to either bypass the middleman or give other companies to work with your customers based upon your data. Build new services on top of this data Why now? Expertise, access to data that other companies want but that you can’t share Examples Apple sits on top of an amount of customer data and allows other companies to access its customers Google uses your search history to allow other companies to have better targeted adds
- Introduction: What? Why now? Examples?
- Introduction: As a teenager a dreamt about having a X-ray glasses and I could see all the beautiful girls naked. Well it might not be so far yet and probably due to some privacy issues never will be, we now are able to add a lot of information to the things we see and do. What? Even the simplest camaras now can recognize humans and focus on their faces. We are able to process more types as data such as videos and speech and than recognize people from it. Although not perfect but combined with prior knowledge about you Facebook is able to make pretty good recognitions on your pictures. Not only video and pictures can be used but also information from your GPS and or hearth rate monitor. Why now? Imagine the amount of data that a multiplayer game sends out? The availability of sensors and the power of integrating different data sources in real time, gives us now new possibilities into augmenting the reality and use for instance gamification Examples? Now combine this with other information sources, and you are able to give customers a new experience such as gamifying the running experience. Race yourself is an application on Google glass that transforms your running experience into a game.
- Introduction: Do you realize how smart products have become? What: Products are now smarter then ever. A cell phone now combines functions from many separated devices such as cameras, computers and GPS. But this is not only limited to cell phones. Think about cars, glasses, heating systems, refrigerators, …. Almost everything has become smarter. Why now: Sensors are cheaper then ever and every product is connected to the internet. There are millions of RFID devices around us that enable us to track devices all around. Combine this with an unprecedented data processing capabilities and smarter products are born. Examples: Google now allows you to find where you have parked your car and will alert you that you will face heavy traffic on the way to your next appointment appointement. Smart meters like google nest help you to optimize your energy expenditure. New cars can parc themselves.
- New experiences: While inventing a driving car themselves is not something every company can do, it is certainly a new experience that is build on top of A combination of engineering and data processing tools. To build such a car you need to be able to analyse so much information in such a low latency that you need extreme analytical and data processing power. Why now? Big data is not only about processing vast amounts of data. In fact the quantity can be much smaller that you would expect but also about being able to Perform calculations on a small device such as a watch or even much smaller. Examples? Google car Google glasses Microsoft Wii