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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 ...
EVOLUTION1960: Data Warehouse1990: Process Mining1989: Business Intelligence1974: Decision Support Systems2003: Business A...
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 ma...
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 question...
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@rvysett...
THANK YOU!Q&A
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Shift Communications, Big Data for Marketing, MassTLC

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Transcript of "Shift Communications, Big Data for Marketing, MassTLC"

  1. 1. BIG DATA FOR MARKETINGChristopher S. Penn, Vice President, Marketing Technology
  2. 2. WHO ARE THESE PEOPLE?
  3. 3. WHO?Prashant Kaw@prashantkawRaj Vysetty@rvysettyChristopher Penn@cspenn
  4. 4. WHAT IS BIG DATA?
  5. 5. 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
  6. 6. EVOLUTION1960: Data Warehouse1990: Process Mining1989: Business Intelligence1974: Decision Support Systems2003: Business Analytics1993: OLAP/OLTP2005: Big Data
  7. 7. EXABYTEOne BILLION Gigabytes (or more)
  8. 8. PERSPECTIVE1 Exabyte =13,333 NetflixRepositories of75,000 movies
  9. 9. TWO CONSTANTSHow do we store all this stuff?What does this stuff tell us?
  10. 10. 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.
  11. 11. 3 REASONS DATA-DRIVEN MARKETING FAILS
  12. 12. 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.
  13. 13. 3 REASONS DATA-DRIVEN MARKETING FAILS1: “LET’S GO DIGGING!”
  14. 14. 3 REASONS DATA-DRIVEN MARKETING FAILS2: WRONG FOCUS
  15. 15. 3 REASONS DATA-DRIVEN MARKETING FAILS3: ASSUMING WHAT =
  16. 16. LET’S TALK ABOUT ITHow do we store all this stuff?What does this stuff tell us?Prashant Kaw@prashantkawRaj Vysetty@rvysettyChristopher Penn@cspenn
  17. 17. THANK YOU!Q&A
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