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Digital-Warriors-Marketing Roadmap with Big Data Analytics
Digital-Warriors-Marketing Roadmap with Big Data Analytics
Digital-Warriors-Marketing Roadmap with Big Data Analytics
Digital-Warriors-Marketing Roadmap with Big Data Analytics
Digital-Warriors-Marketing Roadmap with Big Data Analytics
Digital-Warriors-Marketing Roadmap with Big Data Analytics
Digital-Warriors-Marketing Roadmap with Big Data Analytics
Digital-Warriors-Marketing Roadmap with Big Data Analytics
Digital-Warriors-Marketing Roadmap with Big Data Analytics
Digital-Warriors-Marketing Roadmap with Big Data Analytics
Digital-Warriors-Marketing Roadmap with Big Data Analytics
Digital-Warriors-Marketing Roadmap with Big Data Analytics
Digital-Warriors-Marketing Roadmap with Big Data Analytics
Digital-Warriors-Marketing Roadmap with Big Data Analytics
Digital-Warriors-Marketing Roadmap with Big Data Analytics
Digital-Warriors-Marketing Roadmap with Big Data Analytics
Digital-Warriors-Marketing Roadmap with Big Data Analytics
Digital-Warriors-Marketing Roadmap with Big Data Analytics
Digital-Warriors-Marketing Roadmap with Big Data Analytics
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Digital-Warriors-Marketing Roadmap with Big Data Analytics

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When the data speaks, why should you listen? …

When the data speaks, why should you listen?
Big data has become a buzzword among marketers all over the world and I am frankly sick of all the buzz without concrete value. In this context, my goal is to make Big Data real and tangible for marketers so you can realize the disruptive shift that is upon us. Every marketer is familiar with the 4 P’s of marketing (Product, Price, Place, and Promotion) so we will start our discussion in a way that begins to extend these concepts. I like to describe these as ‘The New 4 of P’s of Marketing with Big Data: Personalization, Performance, Prediction, and Privacy’

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  • Big Data and Personalization:
    Understanding individual customer preferences & behaviors
    Understanding individual customer local environment
    ROI understanding (data and case studies)
    Big Data and Performance:
    External Data enrichment
    Social Listening
    Sentiment Analysis
    Social Signals
    Competitor Analysis
    ROI understanding (data and case studies
    Big Data and Predictive Applications
    Moving from Descriptive Analytics to Exploratory & Predictive Analytics
    Machine Learning& Recommendation Engines:
    Effective lead targeting
    Discovering upsell opportunities
    Proactive customer retention
    Customer Lifetime value
    ROI understanding (data and case studies)

  • Big Data and Personalization:
    Understanding individual customer preferences & behaviors
    Understanding individual customer local environment
    ROI understanding (data and case studies)
    Big Data and Performance:
    External Data enrichment
    Social Listening
    Sentiment Analysis
    Social Signals
    Competitor Analysis
    ROI understanding (data and case studies
    Big Data and Predictive Applications
    Moving from Descriptive Analytics to Exploratory & Predictive Analytics
    Machine Learning& Recommendation Engines:
    Effective lead targeting
    Discovering upsell opportunities
    Proactive customer retention
    Customer Lifetime value
    ROI understanding (data and case studies)

  • Proof of Concept Critical Steps
    People:
    Recruit Open Minded Executive
    Sponsorship/Budget
    Find and Dedicate a Techno-Functional Resource

    Process:
    Listen for Unsolved Problems
    Questions to ask:
    Product Recommendation
    Personalized Care
    Sentiment Analysis
    Lead Conversion
    Increase Customer Retention & Decrease Churn
    Develop ROI Case
    Why vs. What or Causality vs. Correlation
    What is it good enough?

    Technology:
    Setup Low Cost Sandbox
    Virtualization Cloud Based Storage Redshift
    Start Collecting data ASAP!
    Spin up it up in minutes
    Use Open Source
    Experiment with APIs-Get the data

    Outline a Real Case Study: Travian Games

    Overview:
    Travian Games is one of Germany’s most successful
    games companies, with more than 120 million registered
    users. The company specializes in award-winning
    browser games and MMOGs (Massive Multiplayer
    Online Games), which gamers can access from any
    computer or smartphone

    Challenges:
    Travian Games provides basic versions of
    games for free and must entices players to convert to paid
    versions by offering advanced features.

    Key Use Case:
    Understand Consumer behavior






  • Datatification Critical Steps
    People:
    Position User/Customer Incentives
    Turn Intangible Behavior into Tangible data
    Process:
    Focus on Unique Identifiers
    Top Down Metric Definition
    Understand Data Exhaust & Reuse
    Technology:
    Map Collection Channels:
    Proprietary, Public, Purchase
    Create a Data Lake


  • People:
    Establish a Customer Health Organization
    Process:
    Integration into Current Process and Systems
    Focus on Unique Identifiers and matching logic
    Technology:
    Meta-Data Management




  • 1. Use Case Investment:
    Lead Conversion
    Retention & Loyalty
    Customer Lifetime Value
    Product Recommendation
    2. Sources:
    Datafication
    Consumerization
    3. Data Collection:
    Data Valuation
    Data Exhaust
    4. Existing process integration
    Customer Health Organization
    Key Identifiers & MDM




  • Privacy Paradox (Robert needs some graphic ideas here. Wrote some summary statements to give context)
    Give your data to get great valuable services. Many will want services that are innovative and are provided based on data you have already given. Companies will generate massive innovation, jobs and prosperity in this space
    At the same time….Give your data and never know exactly how it will be used again. Against you, or in ways you never dreamed that could be bad….
    Human Free Will
    Propensity Maps will be developed from your historical actions that will be able to predict with great accuracy your propensity to behave. Left unchecked this could erase the idea that we have the ability to shape our own future rather we are destined for certain outcomes that we can predict
  • Transcript

    • 1. 4 Key Steps to Drive your Marketing Program with Big Data Analytics Jason Bowden – Chief Warrior & Consultant www.digital-warriors.com IT Consulting - Business Intelligence Analytics - Digital Marketing @DigitalWarrior8 Copyright Digital-Warriors 2014
    • 2. Jason Bowden Chief Warrior & Consultant www.digital-warriors.com @DigitalWarrior8 Presenter Experience: • 17 years of experience with roles specializing in Enterprise Intelligence & Analytics • Fortune 500 experience: UPS, T- Mobile, and Cox • Successful execution of 200+ Analytics Project Implementations • CFY Technology Board Member (Non-Profit) • Influential publisher for socialmediatoday.com • Known as an very helpful GEEK! Contact: jasonbowden1@gmail.com Or 404-966-7676 Free eBook: http://www.digital-warriors.com/big- data-marketing-analytics/ Copyright Digital-Warriors 2014
    • 3. What you will Learn in this Session….. Big Data Marketing Phenomenon you care about…. How did we get here? The Evolution of Analytics 4 Key Steps for your Big Data Marketing Roadmap Key Risks to think about…. Free eBook: http://www.digital-warriors.com/big-data-marketing-analytics/ Copyright Digital-Warriors 2014
    • 4. Big Data Marketing Phenomenon you care about…. Copyright Digital-Warriors 2014
    • 5. The NEW 4P’s of Marketing! Performance Near Real Time Decisions and Treatment High Fidelity Enrichment of ALL the Data! Personalization & Preference Focus on Localization and Environment factors Focus on Relationships Focus on Individual Behavior Prediction Why vs. What or Causality vs. Correlation Machine Learning & Probabilities Privacy Great Power has Great Responsibilities Copyright Digital-Warriors 2014
    • 6. Copyright Digital-Warriors 2014
    • 7. Foresight Understanding the Evolution of AnalyticsBusinessValue Complexity High High Big Data Enables these… PredictiveExploratoryDescriptive InsightHindsight Copyright Digital-Warriors 2014 Free eBook: http://www.digital-warriors.com/big-data-marketing-analytics/
    • 8. Auto Discovery of Unknowns • Things I don’t understand • I can ask questions • Things I Know • I can ask questions • Things I don’t know • I can Discover Copyright Digital-Warriors 2014 • Things I don’t know • I can’t ask questions • Very difficult to discover Big Data Value PropositionTraditional Analytics
    • 9. How to get there? 4 Key Steps….. Proof of Concept Datatification Governance Consumerization Copyright Digital-Warriors 2014 Free eBook: http://www.digital-warriors.com/big-data-marketing-analytics/
    • 10. Big Data Analytics Marketing Roadmap Proof of Concept Critical Steps People: • Recruit Open Minded Executive • Find/Grow and Dedicate a Techno-Functional Resource Process: • Invest in Use Cases! • Listen for Unsolved Problems • Develop ROI Case Technology: • Setup Low Cost Sandbox • Cloud Based-Amazon Redshift • Use Open Source • Experiment with APIs Use Case Definition Datatification Governance Consumerization Copyright Digital-Warriors 2014 Free eBook: http://www.digital-warriors.com/big-data-marketing-analytics/
    • 11. 4 Steps: Big Data Marketing Roadmap Datatification Critical Steps People: • Position User/Customer Incentives • Turn Intangible Behavior into Tangible data Process: • Focus on Unique Identifiers • Top Down Metric Definition • Understand Data Exhaust & Reuse Technology: • Map Collection Channels: • Proprietary, Public, Purchase • Create a Data Lake Use Case Defition Datatification Governance Consumerization Data Lake Copyright Digital-Warriors 2014 Free eBook: http://www.digital-warriors.com/big-data-marketing-analytics/
    • 12. 4 Steps: Big Data Marketing Roadmap Critical Steps: People: • Establish a Customer Health Organization Process: • Integration into Current Process and Systems • Focus on Unique Identifiers and matching logic Technology: • Meta-Data Management • Business Process & Statistical Modeling Proof of Concept Datatification Governance Consumerization Copyright Digital-Warriors 2014 Free eBook: http://www.digital-warriors.com/big-data-marketing-analytics/
    • 13. 4 Steps: Big Data Marketing Roadmap Critical Steps: People: • Enable Internal Adoption by many levels of Employees • High Touch or White Glove Customer Service Process: • Prescriptive Actions • Automation of Decisions • Internal Training Technology: • Mobile Enablement • Visualization & Infographics • Self-Service Analytics & Exploration • Security Proof of Concept Datatification Governance Consumerization Copyright Digital-Warriors 2014 Free eBook: http://www.digital-warriors.com/big-data-marketing-analytics/
    • 14. Big Data Marketing Risks to Consider Privacy Paradox Human Freewill Copyright Digital-Warriors 2014
    • 15. Big Data Enablers Cloud Infrastructure and Cheap Storage Distributed and In Memory Processing Complex Data Visualization Business Process & Statistical Modeling Copyright Digital-Warriors 2014
    • 16. Presentation Services Platform DW Big Data Services Information Reference Model Traditional ODS Replication Integration Platform MicroBatchEnrichment Master Data Traditional EDW Structured Transactions In Memory Data ComplexNightlyBatch Data Marts OLAP Services SOA: Web Services Security, Data Quality Interface, Meta Data Day or GreaterIntra-DayNear Real-Time Structured Data Master Entities & Hierarchies Alerting/Notification Treatment Engines Structured to Unstructured Interface Internal Sources Real-Time CRM Billing Projects SFDC Financials Others Social Media SDFC External Sources Internal Apps Direct Connections Enrichment Services Web Portals Visualization Note Key Understanding • Data Collection from Internal and External Sources; Datatification, Data Exhaust, Data Reuse • Matching Algorithm to Identify and Enrich Internal Business Entities: Customers, Vendors, Assets, Brands etc. • Data Science Environment: Statistical Modeling and Rapid access with In memory database architecture • Enrichment to business processes, products and service offerings. Powerful Presentation services should provide embeddable content • Outline items are new logical architecture required to support Big Data Analytics and Services 1 2 3 4 Mobile Machines • HDFS (Storage) • Pig (Scripting) • Hive (Query) • MapReduce (MPP) Data Lake Platform Mobile Apps Machine Learning 1 2 3 1 Advanced Analytics API: Restful 4 4 Near Real-Time Near Real-Time Copyright Digital-Warriors 2014
    • 17. Follow me on Twitter: @DigitalWarrior8 Download my Free eBook: www.digital-warriors.com/big- data-marketing-analytics Contact: Skype: jbowden2005 Email: info@digital-warriors.com Phone: 888-988-7567 Copyright Digital-Warriors 2014
    • 18. I am Board Member for a Non-Profit Org MISSION CFY helps students, together with their parents and teachers, use digital learning to improve educational outcomes. Our goal is to help improve student engagement and academic achievement in Atlanta’s low-income communities, where there is a tremendous need for educational programs and resources to help close the achievement gap. Our signature Digital Learning Program is a whole-school/community initiative that provides school leadership support along with technology tools and training to increase family involvement in learning, strengthen teachers’ ability to use digital learning to personalize instruction, and help students become self-directed learners. To date, CFY-Atlanta has helped and inspired over 6,500 families across metro Atlanta. With community support —your support— we can continue to provide much needed training and resources to ensure that all children are able to succeed in our digital world. Please contact me if you have old computer your company can donate CFA‘s Website-http://www.cfy.com/atlanta Copyright Digital-Warriors 2014
    • 19. • http://hortonworks.com/customers/ • http://www.pentaho.com/customers • http://searchconsumerization.techtarget.com/definition/IT-consumerization-information-technology-consumerization • http://www.forbes.com/sites/gregsatell/2013/09/13/confused-about-big-data-here-are-5-things-you-need-to-do • http://www.sas.com/content/dam/SAS/en_us/doc/conclusionpaper1/align-marketing-it-to-drive-business-results-106431.pdf • http://acxiom.com/resources/big-data-big-deal/ • http://www.techrepublic.com/blog/big-data-analytics/big-data-analysts-do-you-hire-or-train-for-it/#. • http://www.emc.com/collateral/white-papers/idg-bigdata-storage-wp.pdf • http://zimmer.csufresno.edu/~sasanr/Teaching-Material/MIS/Automation/automated-decision-making-comes-of-age.pdf • http://www.slideshare.net/Management-Thinking/the-deciding-factor-big-data-decision-making • http://www.sap.com/bin/sapcom/en_us/downloadasset.2012-08-aug-28-19.the-roi-of-sap-netweaver-decision-service-management-pdf.html • http://www.bigdata-startups.com/open-source-tools/ References Copyright Digital-Warriors 2014

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