Top 3 Ways Big Data Will Transform Digital Marketing in 2013

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Marketing is evolving. At times faster than some of us can keep up. Every good marketer can attest to the complexity of managing multi-channel execution; fragmented data, fragmented solutions, and ultimately, a fragmented customer experience. Execution is hard enough, but then there’s measurement and justification of marketing spend across channels. Is the data available across channels? Is the level of granularity on analysis actually useful for campaign optimization?

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  • CMO’s feel unprepared for the amount of complexity they face.
  • Aesop's Fables, translated by Laura Gibbs (2002)457. THE HUNTERS AND THE DEER WITH ONE EYE Perry 75 (Chambry 105 *)There was a deer who had lost an eye, so she lived on the shore, keeping her good eye towards the land, looking for hunters. Meanwhile, she turned her blind eye towards the sea, since she did not expect any danger from that direction. Then some men came sailing by, took aim, and shot the deer. The deer bewailed her fate, since she had been afraid of something that didn't affect her at all, while she was undone by something she didn't even think was dangerous. The fable shows that the things we think are harmful turn out to be helpful, and the things we think are helpful turn out harmful.
  • Pentabyte= 1M Gigabytes
  • Top 3 Ways Big Data Will Transform Digital Marketing in 2013

    1. 1. Sponsored by:
    2. 2. Top Performers: Respondents that achieved Top Quartile performance in key KPI’s TODAY’S STATS Everyone Else: Everyone Else Total survey responses: 1055 2012 Email CampaignTrends Survey Management (Aug. 2012) (Sept. 2012) n= 847 n= 208 REVENUE ROMI CONVERSION RATE #BigData 2
    3. 3. ••• – Top 3 Ways it will Transform Marketing in 2013 #BigData 3
    4. 4. •• Top Challenges in 2012 (All Respondents) Top Performers Data Centralization 74% Multi-channel communications 62% Optimizing the marketing mix 59% New customer acquisiton 54% Analytics and dashboards 43% * 2012 Multi-Channel Campaign Trends (n=345) #BigData 4
    5. 5. 2012 IBM Study • 1,700 CMOs from 64 Countries 1. IBM 2012 Study: From Stretched to Strengthened #BigData 5
    6. 6. 1. IBM 2012 Study: From Stretched to Strengthened#BigData 6
    7. 7. Figure 1: Use of TechnologyHow many marketing technologies does your  Email Marketingorganization regularly use?  Web Analytics  Landing Page Hosting  Social Media Monitoring 50%  Marketing Automation  List Management% of Respondents 44%  Mobile Engagement 37%  Customer Management 25% 30%  Contact Center 27% 22%  Salesforce Automation 13% 11% 15%  Digital Asset Management  Project Management 0%  Marketing Calendar 1 2 3 >3  Marketing Financials # of Marketing Technologies  Creative Tools  Data Warehouse Top Performers Everyone Else * Campaign Management Survey 2012 n= 208 #BigData 7
    8. 8.     #BigData 8
    9. 9. Which of the following are you currently leveraging in your digital marketingplatform? Percentage (All Respondents) Trigger Email Campaigns 23% Mulit-Channel Campaigns 58% CRM Integration 67% Drip Email Campaigns 76% Batch Email Campaigns 85% 0% 20% 40% 60% 80% 100% * Campaign Management Survey 2012 n= 208 #BigData
    10. 10. • Multiple Systems Supporting Marketing Social Landing Paid Media Email Marketing Page Search Marketing Hosting Web eCommerce/ Analytics Website Mobile #BigData 10
    11. 11. •• Multiple Systems Supporting Marketing ? Email Social Landing Paid Media Email Marketing Page Search Website Marketing Hosting Landing Page Web eCommerce/ Mobile Analytics Website Mobile Social ? #BigData 11
    12. 12. • Multiple Systems Supporting Marketing Social Landing Paid Media Email Marketing Page Search Marketing Hosting CRM Web Analytics eCommerce/ ≠ Website Mobile #BigData 12
    13. 13. Does your organization regularly make marketing decisions usingmeasurement and data? Top Performers Everyone Else Yes Yes 39% 65% #BigData 13
    14. 14.  Did tangible ROI inform marketing decisions during 2012? No Yes 72% 28% #BigData 14
    15. 15. 15
    16. 16. #BigData 16
    17. 17. #BigData 17
    18. 18. 1) Automated Engagement •2) Roles 3) Analytics #BigData 18
    19. 19. Search Term: “big data” 2008 2009 2010 2011 2012 #BigData 19
    20. 20. What is Big Data? #BigData 20
    21. 21. • – Web Analytics – Social Media – Campaigns – Offer Optimization – Pricing #BigData 21
    22. 22. #BigData 22
    23. 23. Systems / DatabasesEXTERNALFINANCECUSTOMER SERVICESALESMARKETING #BigData 23
    24. 24. Systems / DatabasesEXTERNALFINANCECUSTOMER SERVICE Customer DataSALESMARKETING #BigData 24
    25. 25. • 1M Bytes •GIGABYTE (GB) 1024 GB •TERABYTE 1M TB •EXABYTE The worlds information is measured in Exabytes. #BigData 25
    26. 26. • #BigData 26
    27. 27. #BigData 27
    28. 28. •••• #BigData 28
    29. 29. CMOs can easily approve new sources of data with the swipe of acredit card so strategy becomes critical to managing big data. #BigData 29
    30. 30. CMOs can easily approve new sources of data with the swipe of acredit card so strategy becomes critical to managing big data. Cha-Ching: Cha-Ching: Instant Web Instant Email Analytics Marketing Cha-Ching: Instant Social Media Marketing Cha-Ching: Instant eCommerce #BigData 30
    31. 31. CMOs can easily approve new sources of data with the swipe of acredit card so strategy becomes critical to managing big data. Cha-Ching: Multi-Channel Digital Marketing Platforms #BigData 31
    32. 32. #BigData 32
    33. 33. Structured Unstructured #BigData 33
    34. 34. Hard Drives to large Flash Memory #BigData 34
    35. 35. ••• #BigData 35
    36. 36. •#BigData 36
    37. 37. • – 360 view of customer engagement•• #BigData 37
    38. 38. •• #BigData 38
    39. 39. •• #BigData 39
    40. 40. •• #BigData 40
    41. 41. • – Ability to translate business insights into strategic recommendations – Willingness to seek analytical answers – Possibly new roles for some organizations • Marketing Scientist #BigData 41
    42. 42. • – Demonstrate a long term strategy for customer data• #BigData 42
    43. 43. ••• #BigData 43
    44. 44. • – Tweets & Retweets over time• Story: But Will It Make You Happy? How it spread on twitter: First Tweet #BigData 44
    45. 45. •• – People get up later on the west coast than the east coast #BigData 45
    46. 46. • • •#BigData 46
    47. 47. • – Propensity to purchase given time of day – Optimal channel strategy given time of day • Late at night: Email • During the day: Phone/Mobile – “Pull” campaigns with lead nurturing• – Reach, Frequency, & Monetization? – Mobile + Email, Just Mobile? – Conversion: Sales, Clicks, Information Consumption? #BigData 47
    48. 48. Product Insights Testing R&DPricing Big Campaign Optimization Data Offer Marketing Optimization Mix Competitive Insights #BigData 48
    49. 49. #BigData 49
    50. 50. •••••• #BigData 50
    51. 51. ••• #BigData 51
    52. 52. Deep Dive: The Future of Marketing Analytics and the Power of Big Data (November 2012) Download for free at www.gleanster.com http://www.gleanster.com/reports/reports/the -future-of-marketing-analytics-and-the-power- of-big-data #BigData 52
    53. 53. 53

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