2. The Marketer’s Guide to
BIG DATA
Mickey Alon
CEO, Insightera

3. Welcome to the Era of
BIG DATA…

4. Welcome to the Era of Big Data…
Some perspectives on the staggering amount of online
data being produced today:
• According to Eric Schmidt, Google’s CEO, the world creates 5
exabytes of data every two days. That is roughly the same
amount created from the dawn of civilization to 2003.
• Exponential data can be generated with a single click.
• Marketers cannot ignore the power of data anymore; effective use of
data drives business success.
Introduction Marketing Customer journey Top Funnel Engage Driving Results ROI

5. Big Data for Marketers
It’s all about data. Currently marketers:
• Continuously generate content to support earned media strategy
• Use out-bound campaigns
• Utilize tools like Facebook, LinkedIn and Twitter to spread this data
• Track all data to monitor effectiveness and learn about trends
Introduction Marketing Customer journey Top Funnel Engage Driving Results ROI

6. Following the customer journey
Digital body language
• Top-funnel – your future customers, 98% are anonymous
• Mid-funnel – known prospects
• Named accounts
• Each carries digital body language composed from a profile and behavior
Introduction Marketing Customer journey Top Funnel Engage Driving Results ROI

7. Start from the top…
Who is your top-funnel and why should you care?
• B2B monthly visitors on avg. range between 5K – 150K
• You invest a lot to drive that traffic to your website
• You generate content specifically for them
• Problem is 98% are anonymous, you do not have their email address
BUT you do have their undivided attention
• You now have leading technology to detect and engage those prospect in
real-time while in context
Introduction Marketing Customer Journey Top Funnel Engage Driving Results ROI

8. Power your engagements with data
It’s not B2B or B2C it’s B2P
• Businesses do not make decisions, people make decisions on behalf of
businesses
• According to Sirius Decisions 70% of the sales-cycle is over before
contacting any sales rep.
• Power your engagement with data
• It’s all about speed and relevancy, attention is a golden opportunity
Introduction Marketing Customer Journey Top Funnel Engage Driving Results ROI

9. Driving bottom line results
Taking the fast-track
• Technology helps you capitalize on your data by producing meaningful
insights and turning them into action, in real-time.
• Boost conversion through targeted inbound campaigns
• Increase sales effectiveness by proactively routing meaningful data to
your sales teams at the right time
• It is just going to get worse better – more prospects = more opportunities,
get the right tools today
Introduction Marketing Customer Journey Top Funnel Engage Driving Results ROI

10. ROI
Is everything measureable?
• Marketing ROI relies on measuring the right business results
• 22% solely use brand awareness to measure marketing spend
• Big Data is not about big numbers, it’s about meaningful numbers
• More leads do not equal a better pipeline, you must track bottom line
• Is it right to measure direct revenue from investment?
How do you measure awareness?
Can you link social and PR efforts to revenue?
Introduction Marketing Customer Journey Top Funnel Engage Driving Results ROI

11. Leverage the Opportunities of Big Data
The Marketers’ To-do list
• Collect meaningful customer data from a variety of sources
• Link that data to metrics developed for measuring marketing ROI
• Share data across the organization, linking datasets together at the
customer level
• Utilize this shared data to effectively target and personalize
marketing efforts to customers
Introduction Marketing Customer Journey Top Funnel Engage Driving Results ROI

12. Thank you!
Twitter: @Insightera
Visit our blog: www.insightera.com/blog