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Shift Communications, Big Data for Marketing, MassTLC
 

Shift Communications, Big Data for Marketing, MassTLC

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    Shift Communications, Big Data for Marketing, MassTLC Shift Communications, Big Data for Marketing, MassTLC Presentation Transcript

    • BIG DATA FOR MARKETINGChristopher S. Penn, Vice President, Marketing Technology
    • WHO ARE THESE PEOPLE?
    • WHO?Prashant Kaw@prashantkawRaj Vysetty@rvysettyChristopher Penn@cspenn
    • WHAT IS BIG DATA?
    • DEFINITIONS“Any data you do not have a story for. Also, data that does not fit on an Excel spreadsheet.”- Tom Webster, VP Strategy, Edison Research
    • EVOLUTION1960: Data Warehouse1990: Process Mining1989: Business Intelligence1974: Decision Support Systems2003: Business Analytics1993: OLAP/OLTP2005: Big Data
    • EXABYTEOne BILLION Gigabytes (or more)
    • PERSPECTIVE1 Exabyte =13,333 NetflixRepositories of75,000 movies
    • TWO CONSTANTSHow do we store all this stuff?What does this stuff tell us?
    • 3 REASONS DATA-DRIVEN MARKETING FAILSSometimes, we ask for bigdata but what we’re reallyasking for is his sister,better math.Not many of us are dealing in exabytes right now.
    • 3 REASONS DATA-DRIVEN MARKETING FAILS
    • 3 REASONS DATA-DRIVEN MARKETING FAILSAsking bad questionsof good data.Most of the time, bad answers come from bad questions. The data is usually pretty good.
    • 3 REASONS DATA-DRIVEN MARKETING FAILS1: “LET’S GO DIGGING!”
    • 3 REASONS DATA-DRIVEN MARKETING FAILS2: WRONG FOCUS
    • 3 REASONS DATA-DRIVEN MARKETING FAILS3: ASSUMING WHAT =
    • LET’S TALK ABOUT ITHow do we store all this stuff?What does this stuff tell us?Prashant Kaw@prashantkawRaj Vysetty@rvysettyChristopher Penn@cspenn
    • THANK YOU!Q&A