"Big Data Marketing: Who's Doing it Right" by Stephan Sorger at the 2014 imarketingSF Conference

Big Data Marketing:
Who’s Doing It Right?
imarketingSF Conference 2014
November 5, 2014
Stephan Sorger
© Stephan Sorger 2014 www.StephanSorger.com

About Our Speaker
The “Analytics Ambassador”
Author
“Marketing Analytics: Strategic Models and Metrics”
Professional Expertise
Oracle, SAP, Aspect, On Demand Advisors
Academic Expertise
Hult; UC Berkeley SF Ext; USF MBA
Board Member
UC Berkeley Ext. Marketing Metrics; Demand Metric
StephanSorger.com
Books; Sample course content

New Book:
Marketing Analytics: Strategic Models and Metrics
Authoritative Guide
• Over 10 years of professional experience
• Over 5 years of academic research
Comprehensive
• Nearly 500 pages of text
• Nearly 400 figures, tables, and graphs
Practical
• Structured around marketing, not math
• Packed with examples
Available on Amazon.com:
• Search on “Marketing Analytics”

On Demand Advisors: 6-Step Process
2 3 4 5
MARKET DEFINITION
LEAD GENERATION
LEAD MANAGEMENT
SALES ENABLEMENT
REVENUE ENGINEERING
1
REVENUE EXPANSION
6
Learn more at: www.OnDemandAdvisors.com

On Demand Advisors: Clients
Learn more at: www.OnDemandAdvisors.com

UC Berkeley Extension: Corporate Training
UC Berkeley Extension
Corporate & Professional
Programs
Accelerated, In-Depth Intensives:
• Principles of Effective Leadership
• Coaching & Mentoring for Leaders
• Change Management
• Forecasting & Budgeting
• Accelerating Innovation
Learn More at:
http://extension.berkeley.edu/static/corporate/
Or contact Robert David at:
robertdavid@berkeley.edu

The Problem
Promises Results

Example: Tracking the Wrong Metrics
McDonald’s Campaign 2010
Track
Foursquare
Check-Ins!
Social Media
Camp
No, Track
Foot
Traffic!
You’re Both Wrong!
Track Incremental
Revenue!
Traditional
Media Camp
CEO

We Need a Hero!

Who’s Doing it Right?
Amazon.com
Birchbox
eBay
Rent the Runway
Walmart
“Data Exhaust”

Amazon.com: Creating Relationships Using Data
Neil Lindsay, VP Marketing
• CMO Council; North America Advisory Board
Internal Analytics: Leveraging data to drive cross-sell
• Real-time; Market-driven; User-specific
• Enhanced customer experience; Reduced marketing expenses
http://www.forbes.com/sites/cherylsnappconner/2013/07/30/ted-rubin-why-return-on-relationship-makes-marketing-dollars-and-social-media-sense/
http://engage.tibco.com/blog/2013/07/real-time-marketing-4-best-practice-examples-of-getting-it-right-at-the-right-time/

Amazon.com: Cross-Platform Analytics Service
A/B Testing Built-In
• Test Different Features
Cross-Platform
• Apple iOS
• Android
• Amazon Fire
External Analytics: Developers selling on Amazon Appstore
http://techcrunch.com/2013/11/05/amazon-debuts-a-cross-platform-app-analytics-service-with-ab-testing-bundled-in/
Continued Use
“Sticky”
Average Revenue
Per Device
(ARPD)
Average Revenue
Per Paying Device
(ARPD)

Amazon.com: Amazon Analytics Product
External Analytics: Sales of Amazon Page Data
https://ams.amazon.com/products/analytics
Relevant Metrics
• Reach
• Views
• Considerations
• Sales
Features
• Video Hero
• Product Hero
• Merchandising Widget
Featured products..
Featured links…

Birchbox: Dedicated to Data
Deena Bahri, VP of Marketing
• Dedicated to Data for company decisions
• Tailor to various complexions and hair types
“From the beginning, data has been
an essential part of Birchbox’s
growth and strategy…we use it to
make important company
decisions, and use it to guide us
towards creating the best possible
new products for our customers.”
- Deena Bahri, VP of Birchbox
http://mashable.com/2013/05/06/cmo-data/

Birchbox: Birchbox Man Based on Survey Data
Birchbox Man
• Survey data + behavioral data indicated demand for products for males
• Nov. 2011: Limited Edition Birchbox Man
• April 2012: Dedicated subscription delivery

eBay: Data-Driven Revamp
Richelle Parham, CMO
• Formerly with Visa and Digitas; 2013 Marketing News Hall of Femme
Big Data
• 110+ Million users; 350+ Million items
http://marketingland.com/get-know-ebay-cmo-richelle-http://www.fastcompany.com/3006628/embracing-the-grid-helps-ebays-cmpoa-lrehaadm-t-h8e4-6v4is8ual-feed

eBay: The Feed
The Feed
• Highlights items based on customer behavior
• Tracks data on browsing and purchasing history
• Consumers can “follow” categories of items
http://www.fastcompany.com/3006628/embracing-the-grid-helps-ebays-cmo-http://www.cnet.com/news/feed-me-ebay-rolls-out-new-homepage-to-all-users/lead-the-visual-feed

eBay: Mapping The Customer Journey
“In designing the Feed, we mapped out the customer journey toward a
purchase, from the moment he’s aware of a product to how he researches it
and then decides to buy it.”
- Richelle Parham, CMO of eBay

eBay: Curation
“We found the number one thing customers care about is curation.
We also learned that big, rich photos really matter. That’s why the Feed is
all about creating a visual environment of the things you love.”
- Richelle Parham, CMO of eBay

Rent the Runway: Data-Driven Decisions
Jenn Hyman, CEO
• Dedicated to Data for major decisions
• Data: Marketing; Operations; Inventory
http://www.forbes.com/sites/scottdavis/2012/05/30/368/

Rent the Runway: Impact of Social Media

Rent the Runway: Upsell Accessories
• 25% adding accessories to dress orders
• RTR launched upsell program on site

Rent the Runway
http://mashable.com/2013/05/06/cmo-data/ “Find Women Like Me”
200% more likely to rent when dresses worn by “real women” (vs. model)

Walmart: Embracing the Digital World
Stephen Quinn, CMO
• Dedicated to embracing the digital world
• Goal to become more entrepreneurial

Walmart: Walmart Labs
SoLoMo Initiative
• Social, Local, and Mobile
• 2,500 Walmart Facebook pages
Acquisitions
• Grabble: eReceipt
• Inkiru: Predictive intelligence platform
• Kosmix: Social media technology platform
• OneRiot: Social media analysis
• Stylr: Clothes shopping mobile app
• Vudu: Streaming video service
• Yumprint: Meal planning service provider
• Others
http://www.walmartlabs.com/about/acquisitions/

Walmart: Polaris Search Engine
Polaris Search Engine
• Type in “Patio Furniture”
• Returns page with multiple patio set options
http://techcrunch.com/2012/08/30/in-battle-with-amazon-walmart-unveils-polaris-a-semantic-search-engine-for-products/
http://news.walmart.com/news-archive/2012/08/30/walmart-announces-new-search-engine-to-power-walmartcom

Walmart: Polaris Search Engine
Polaris Search Engine
• Uses semantic search algorithms
to understand what users search for
• 10-15% increase in shoppers completing
purchase after searching for a product
• Sri Subramaniam, head of Polaris initiative
• Built from scratch; Completed in 10 months
• Based on Social Genome project
• Connects people to places, events,
and products
• Applies synonym mining to glean intent

Data Exhaust: Combine Leasing
Combine Harvester
• Combine Harvester: Reaps, threshes, and winnows grain crops
• Farmer’s most expensive piece of equipment
• Sits idle most of the year
http://www.deere.com.au/common/media/images/product/equipment/tractors/utility_tractors/6r_series/r4c000968_cab_762x458.jpg

Data Exhaust: Combine Leasing
Combine Leasing
• Lease combines to farmers
• As harvest moves across North America, so does the equipment
• Companies: AgcoCorp, Olsen Custom Farms, MachineryLink, …

Combine Leasing: Data Collection
Sophisticated Data Collection
• Dashboard collects reams of data about the equipment and the harvest
• Examples: Fuel consumed; Soil moisture; Elevation of field; Bushels per acre

Combine Leasing: Data Monetization
• Use data samples to predict harvest metrics
• Timeliness of data: Get sample data in mid-harvest
• Customers for data: Goldman Sachs commodity brokers; Wheat futures, etc.

3 Actions You Can Take
1. Look Around
2. Understand
What’s Important
3. BE A HERO!

"Big Data Marketing: Who's Doing it Right" by Stephan Sorger at the 2014 imarketingSF Conference

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"Big Data Marketing: Who's Doing it Right" by Stephan Sorger at the 2014 imarketingSF Conference