© Kognitio, Inc. 2013 All Rights ReservedDigital Marketing Analytics –The power to know your customerNigel Sanctuary@Kogni...
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedWe are in the midst of an industrial revolution
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedThe basic evidence68% of companies willincrease their data-driv...
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedA very limited view of Digital MarketingAnalytics
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedThe growth arena…Humble thanks to Adobe,b2bMarketing & Retail C...
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedThe breadth of Digital Marketing AnalyticsCompetitiveActionsSal...
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedA shift in scope LOB Marketing Executive/“Customer Retention” ...
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedSome views worth agreeing withPredictive modelling, data-driven...
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedTagging v monitoring where does the datacome from now?Tag Scrip...
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedAdditional Data Source CollectionDatasift/TOPSY/GNIP: Source of...
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedThis means….
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedOperationalData StoreComputer/TelephonyIntegrationAutomatedCall...
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights Reserved…Integration ChallengesMarketingActionsPrint AdsDirect MailRadi...
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights Reserved…and analytical processing challengesDefine GoalSelect dataPrep...
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedThe solution in integration and accelerationAnalytical SkillsBr...
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights Reserved
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedAnalysisServerCase Study: (Not Nike, but just as big)MPPAnalyti...
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedComplaintsCRMShippingIVRDigital environmentWeb ServerCRMACDA Si...
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedIntegrated Collection and processingClientContactCentreProducti...
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedWhat is the way around• Use the technologies developed for Big ...
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedEnabling concepts
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedDigital Marketing needs Granularity
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedThe ability to manage detail is the differencebetween Basic v S...
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedTechnology has extended capacity to allow thisinexpensively
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedThe enemyProcess Steps Limited Capacity
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedIn Memory MPP is an enablerDataQueriesCPUsCPUsCPUsCPUsEvery cor...
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedRemove process steps, parallelise analyticalcodeLots of process...
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedA sample Kognitio Cloud Center of DecisionIntelligenceEnterpris...
@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedSummary• We are producing and collecting digital marketing data...
connectwww.kognitio.comtwitter.com/kognitiolinkedin.com/companies/kognitiotinyurl.com/kognitio youtube.com/kognitioNA: +1 ...
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Digital marketing analytics – the power to know your customer

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Kognitio Presentation on Digital Marketing Analytics for Digital Summit 2013 in Atlanta May 2013 #DSum13

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Digital marketing analytics – the power to know your customer

  1. 1. © Kognitio, Inc. 2013 All Rights ReservedDigital Marketing Analytics –The power to know your customerNigel Sanctuary@KognitioDigital Marketing Analytics Discussion: #DigiMkt© Kognitio, Inc. 2013 All Rights Reserved
  2. 2. @Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedWe are in the midst of an industrial revolution
  3. 3. @Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedThe basic evidence68% of companies willincrease their data-drivenmarketing spend in 2013 Web analytics far exceeds socialmedia interaction as the best sourcefor understanding your customer!
  4. 4. @Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedA very limited view of Digital MarketingAnalytics
  5. 5. @Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedThe growth arena…Humble thanks to Adobe,b2bMarketing & Retail CreditAssociation
  6. 6. @Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedThe breadth of Digital Marketing AnalyticsCompetitiveActionsSalesActivitiesNew ProductreleasesCompetitorPromotionsCompetitoradvertisingSeasonMarket ConditionsFuel PricesUnemploymentratesOther economicfactorsConsumerConfidenceAttributionOptimisationAllocation1 2 3BusinessOutcomesConsumerResponseSearchOnline ChatterStore VisitsPurchasingUnit SalesRevenueMarginsMarket ShareShare of VoiceCustomer Lifetime ValueMarketingActionsPrint AdsDirect MailRadioNative contentSocial MediaPaid searchOnline displayMobile AppsCinemaPREarnedMediaPricingPromotionsCustomerserviceTelevisionAds
  7. 7. @Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedA shift in scope LOB Marketing Executive/“Customer Retention” : Needing a solution Data Analysts: Needing a Platform Digital Marketing Analysts: Needing a Platform Brand/Merchandising Executive: Needing a solution Retail Demand Planning ExecutiveSOCIALMEDIALikesSentimentADVERTISINGOn-linePrintOutdoor…WEBTRAFFICPage ClicksAudienceoverviewSegmentationreportsCONVERSIONSOffersLoyaltySubscriptionIN-STOREDisplayCross-sellUp-sellSALESeCommercePoS…• LOB Solutions analytical teams• Marketing Analyst Boutiques• Media Buying AgencyWEBJourneyIntegratedjourneysDigital Marketing AnalyticsTypical user community
  8. 8. @Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedSome views worth agreeing withPredictive modelling, data-drivensegmentation, regression and correlationare unavailable in off-the-shelf Webanalytics tools. (Gary Angel, Semphonic)A benchmark for you: If you are notspending 30% of your time in 2013 withdata, Ms./Mr. Marketer, youll fail to achieveprofessional success. (Avinash Kaushik, Occam’sRazor)
  9. 9. @Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedTagging v monitoring where does the datacome from now?Tag ScriptLine = XX XXXXX XX
  10. 10. @Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedAdditional Data Source CollectionDatasift/TOPSY/GNIP: Source of social mediaAugmenting: DataOpinionLabPC Fingerprinting: IMIInteraction Monitoring: Celebrus(Speedtrap), ClickTale
  11. 11. @Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedThis means….
  12. 12. @Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedOperationalData StoreComputer/TelephonyIntegrationAutomatedCall DeliveryInteractiveVoice ResponsePSTNAnalytical DataPlatformAnalysisApplicationOperationalData stagingCampaignManagementDecisionEngineRiskManagement/DecisionsProductsystemsOther op’sSystemsAgentPlatform/Co-browsingMarketingAnalysis/DecisionsCustomerTelephoneoutbound campaignsOperationalReportingBranchDataCampaign DataCampaignMailScoresCustomer/event flagsContactcentreBusinessIntelligenceReportingCampaignTransactionaldatabaseAnalytical DatabaseOperational databaseDelivery EnvironmentWebContentCookiesTagsTransactionalDatabaseDataDataDataDataDataData…data collection challenges
  13. 13. @Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights Reserved…Integration ChallengesMarketingActionsPrint AdsDirect MailRadioNative contentSocial MediaPaid searchOnline displayMobile AppsCinemaPREarnedMediaPricingPromotionsCustomerserviceSeasonMarket ConditionsFuel PricesUnemploymentratesOther economicfactorsConsumerConfidenceTelevisionAdsCompetitiveActionsSalesActivitiesNew ProductreleasesCompetitorPromotionsCompetitoradvertising
  14. 14. @Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights Reserved…and analytical processing challengesDefine GoalSelect dataPrepare dataSelect and Transform variablesProcess modelsValidate modelSource: Olivia Parr Rud: Data Mining Cookbook (p5 fig. 1.1 steps for successful target modelling)Implement ModelDeploy in Business
  15. 15. @Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedThe solution in integration and accelerationAnalytical SkillsBroad & Deep DataAccessibility to DataConnectivity toBusiness ProcessAnalytical and Data processingProductivity EnablersInvestigative PowerAccessibility toCreative Curiosity
  16. 16. @Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights Reserved
  17. 17. @Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedAnalysisServerCase Study: (Not Nike, but just as big)MPPAnalyticalData PlatformMPPAnalyticalData PlatformCollectionServer
  18. 18. @Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedComplaintsCRMShippingIVRDigital environmentWeb ServerCRMACDA Single Customer Leaves a big footprintCampaignServer
  19. 19. @Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedIntegrated Collection and processingClientContactCentreProductionMarketingDistributionServiceSupportLeadershipTeamAccount ManagementComplaintsCRMShippingIVRWeb ServerCRMACDCustomer ContactAnalytical PlatformIngestionModel, investigate, reportConsolidatedCo-ordinatedConsistentDisparateAnalystDiscordantDamagingPredict, trigger, optimiseReport, Serve Data, InsightModel, Predict, OptimiseEvaluate, Assess OptionsModel, Predict,OptimisePredictResource,Buy, PlanPlan, Insight
  20. 20. @Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedWhat is the way around• Use the technologies developed for Big Data• The technologies designed for high performance integration• The platforms for industrial strength analytics: MPP
  21. 21. @Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedEnabling concepts
  22. 22. @Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedDigital Marketing needs Granularity
  23. 23. @Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedThe ability to manage detail is the differencebetween Basic v Sophisticated
  24. 24. @Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedTechnology has extended capacity to allow thisinexpensively
  25. 25. @Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedThe enemyProcess Steps Limited Capacity
  26. 26. @Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedIn Memory MPP is an enablerDataQueriesCPUsCPUsCPUsCPUsEvery core working on every queryData equally distributed across the serversIn memory Massively Parallel ProcessingServer 1Server 2Server 3Server 4Designed specifically for complex analytics
  27. 27. @Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedRemove process steps, parallelise analyticalcodeLots of processing cores & RAMResultsonlyProcessing timeScript building and presentation only
  28. 28. @Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedA sample Kognitio Cloud Center of DecisionIntelligenceEnterprise DataWarehouseOperationalData StoresKognitioStorageApplication ReportingHadoopClustersNear-lineStorage(optional)CampaignManagementWeb ManagementPromotionsLoyaltyManagement$PromotionManagementWorkforceManagementModelVisualiseSeeScoreManageE-mail/Social mediaLoyaltypointsbonusesEPOSConnectionsEPOSConnectionsOperational DataOperationalDataStatusCategoryManagementFamous Store
  29. 29. @Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights ReservedSummary• We are producing and collecting digital marketing data• We must not limit our scope to monitor and support thecustomer opportunities• We have the technology to control and store the data thattruly reflects customer behavior• Let’s not be tempted to silo the analysis of the impact of ourmarketing• Regain control of the data• Increase the breadth of analysis• Increase the productivity of analysis
  30. 30. connectwww.kognitio.comtwitter.com/kognitiolinkedin.com/companies/kognitiotinyurl.com/kognitio youtube.com/kognitioNA: +1 855  KOGNITIOEMEA: +44 1344 300 770
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