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Lung Huang - Strategy & Data - 4A's Strategy Festival 2013
 

Lung Huang - Strategy & Data - 4A's Strategy Festival 2013

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Lung Huang's Strategy & Data presentation at 4A's Strategy Festival 2013. He is the VP of Digital Advertising, Global Partnerships for dunhumby. More info at http://www.4asstrategyfestival.com/.

Lung Huang's Strategy & Data presentation at 4A's Strategy Festival 2013. He is the VP of Digital Advertising, Global Partnerships for dunhumby. More info at http://www.4asstrategyfestival.com/.

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  • http://www.wired.com/magazine/2013/04/bigdata/
  • Replace Macys, Tesco, Kroger with Mars, Kimberly Clark, Colgate.
  • Use photo of woman. Recreate with circle. Clean up a bit.
  • Use woman.
  • Tesco was losing mid-market customers who thought that Tesco food wasn’t good enough for guests. Lost customers during holidays and Easter.
  • Do we use both images? Do we use the layover as a second slide or animation? Let’s use the system of Problem, Insight, Solution, Results.

Lung Huang - Strategy & Data - 4A's Strategy Festival 2013 Lung Huang - Strategy & Data - 4A's Strategy Festival 2013 Presentation Transcript

  • Strategy & Data 4A’s Strategy Festival
  • Lung Huang VP of Digital Advertising, Global Partnerships @Lung_Huang
  • Big Data & Data Driven Marketing
  • 4 © dunnhumby.com 2013 | Confidential
  • 5 90% OF THE WORLD’S DATA WAS GENERATED IN THE LAST TWO YEARS* Source: US Chamber of Commerce 2013 © dunnhumby.com 2013 | Confidential
  • Size of data sets in terabytes Business email sent per year ………………………..…… 2,986,100 Content uploaded to Facebook each year ………..……… 182,500 Google’s search index …………………………….……….... . 97,656 Kaiser Permanente’s digital health records ……………….. 30,720 Large Hadron Collider’s annual data output …..…………… 15,360 Videos uploaded to YouTube per year ……………….…..... 15,000 6 © dunnhumby.com 2013 | Confidential National Climactic Data Center……………………….…… 6,144 Library of Congress’ digital collection…………….…….…5,120 US Census Bureau Data ………………………………...... 3,789 Nasdaq stock market database …………………………... 3,072 Tweets sent in 2012 …………………………………………… 19 Contents of every print issue of WIRED …......................... 1.26
  • dunnhumby’s Context 24 Years … 28 Countries … 1,000s of Clients 400M Customers … All Media Channels © dunnhumby.com 2013 | Confidential
  • 8 © dunnhumby.com 2013 | Confidential
  • Strategy and Data – 3 ways the world is changing The Changing World Your Opportunities  New kinds of data and new uses  Learn what data your clients are using  New skills and orientation needed  Understand role of data and possibilities  Growing expectations among consumers  Use data to drive consumer relevance © dunnhumby.com 2013 | Confidential
  • What do I know about my customers? SHOPPING what I buy HOW I SHOP WHERE I AM WHAT I SEE/HEAR HOW I DECIDE MEDIA WHO I KNOW/INFLU ENCES (MY SOCIAL NETWORK) WHAT I LIKE WHO I AM 10 © dunnhumby.com 2013 | Confidential MY NEEDS/PREFER ENCES MOTIVATIONS
  • Integration across channels to deliver a relevant experience DM WOM EMAIL EARNED MEDIA SOCIAL PLATFORMS MOBILE PAID MEDIA RETAIL MEDIA OWNED MEDIA DISPLAY WEBSITE/ MOBILE APPS SOCIAL TV 11 © dunnhumby.com 2013 | Confidential
  • © dunnhumby.com 2013 | Confidential
  • “BIG DATA” (e.g. digital media exposure data) 13 © dunnhumby.com 2013 | Confidential NEW INSIGHT DATASET SHOPPER DATA
  • Purchased-based online targeting + sales measurement dunnhumby creates target using customer purchase data © dunnhumby.com 2013 | Confidential media partner finds and serves those households anywhere online dunnhumby measures purchases back to POS data
  • Direct link between TV ad exposure and purchase data Measure impact by: Creative Frequency Duration Timing / Day Part Context Macy’s Purchase Households 15 © dunnhumby.com 2013 | Confidential 2.2 Million TV Viewing Households Single Source Matched HH
  • On-line Advertising: Purchase data makes it more effective +163% © dunnhumby.com 2013 | Confidential +121% +28%
  • CASE STUDY Innovate store brand products to fill “basket holes” PROBLEM: Customers were shopping at competitor stores for key products INSIGHT: ???? SOLUTION: Developed own label range to complete existing customers baskets RESULTS: • Tesco Finest is a £1.2bn+ brand • Bigger than Coca-Cola in the U.K. • + 700 SKUs 17 © dunnhumby.com 2013 | Confidential
  • CASE STUDY Improving retail decisions: range/assortment PROBLEM: Current milk layout is built around brands. Lactose free milk is not easy to shop for. INSIGHT: Customer behavior shows us that they shop by category; customers choose milk first by product type rather than size or brand. 18 © dunnhumby.com 2013 | Confidential
  • WHAT’S NEXT
  • It is Mobile, but Payments will be transformative 20 © dunnhumby.com 2013 | Confidential
  • Predictive Technology becomes the norm © dunnhumby.com 2013 | Confidential
  • Insights Insights Trumps All not Data. 22 © dunnhumby.com 2013 | Confidential
  • Thank you Lung.Huang@dunnhumby.com © dunnhumby.com 2013 | Confidential @Lung_Huang 212-379-3036