Mick's module for Leeds University Business School's Marketing program, March 2013.
It covers the Leadership implications of Big Data and Social Media on Marketing today - and ends with a case study on British Wine.
9. “big data”
• complex: has data sets from multiple sources
& owners with non-homogenous structures
• analysable: needs new tools to capture, store,
process, curate, analyse and visualise it
• useful: creates decisive action plans by
delivering insights within a tolerable elapsed
time
• pervasive: impacts all organizational and
people processes in the enterprise
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59. the “bananaphone”
number has always
been on labels, with an
invite to get in touch
with „Fruit Towers‟
it naturally extended into
digital and then social
media
Innocent‟s values are
rooted in good social
behaviour
they focus on interacting
with their community,
rather than broadcasting
marketing messages
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60. Yorkshire Tea sent a
team on a road trip
across the US to bring
British expats the
“proper tea”
they foster engagement
on their Twitter and
Facebook accounts
live-tweeted an episode
of Homeland for a single
fan who was in Japan
and had to miss an
episode
connects with each
customer on a personal
level
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61. Starbucks create an
experience in store,
encouraging people to
“hang out”
Social content shared
on Facebook
social projects
coffee explanation and
education
the retail and loyalty app
is one of the best
available – and works
worldwide
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