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Ever wonder how to *use* all this big data everyone is talking about? This deck is from a speech I gave at Vocus Demand Success 13 where I offered a framework to inform what marketers should expect to …

Ever wonder how to *use* all this big data everyone is talking about? This deck is from a speech I gave at Vocus Demand Success 13 where I offered a framework to inform what marketers should expect to do with big data. I also had the rare pleasure of actually proving Seth Godin wrong about something (but that will be in the video to follow). Thanks to Bob Ellsworth for letting me take a shot at talking about big data for once.

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  • 1. Making strategic and tactical decisions with Big DataBig Data .... Now What?Todd Herman@Crowdverb/@ToddEHermanTodd@Crowdverb.com#Demand13Thursday, June 20, 13
  • 2. Making strategic and tactical decisions with Big DataBig Data .... Now What?Todd Herman@Crowdverb/@ToddEHermanTodd@Crowdverb.com#Demand13Thursday, June 20, 13
  • 3. Making strategic and tactical decisions with Big DataBig Data .... Now What?Todd Herman@Crowdverb/@ToddEHermanTodd@Crowdverb.com#Demand13Thursday, June 20, 13
  • 4. A brief agendaPropose a definition for Big DataOffer a framework of what we should expect to be able to do with Big DataDiscuss a range of Big Data examples from free and easy to more costly and complexRevisit the framework for action items this week, this quarter, year and next yearLearn from you.Our time together#Demand13Thursday, June 20, 13
  • 5. Getting Past The BuzzwordBig data grows exponentially, isnon-linear and is drawn from livesignals.A proposed definition#Demand13Thursday, June 20, 13
  • 6. Getting Past The BuzzwordBig data grows exponentially, isnon-linear and is drawn from livesignals.A proposed definition#Demand13Thursday, June 20, 13
  • 7. Getting Past The BuzzwordBig data grows exponentially, isnon-linear and is drawn from livesignals.A proposed definition#Demand13Thursday, June 20, 13
  • 8. Getting Past The BuzzwordBig data grows exponentially, isnon-linear and is drawn from livesignals.A proposed definition#Demand13Thursday, June 20, 13
  • 9. Getting Past The BuzzwordBig data grows exponentially, isnon-linear and is drawn from livesignals.A proposed definition#Demand13Thursday, June 20, 13
  • 10. Getting Past The BuzzwordBig Data Is ...#Demand13... live data: it changes as feelings, opinions and intent changes... strong data: the more quality sources the better quality insights... instructive data: see what resonates without saying a word... is predictive data: more inputs yields clear patterns... actionable data: make investments with surgical focusThursday, June 20, 13
  • 11. Getting Past The BuzzwordBig Data Is ...#Demand13... live data: it changes as feelings, opinions and intent changes... strong data: the more quality sources the better quality insights... instructive data: see what resonates without saying a word... is predictive data: more inputs yields clear patterns... actionable data: make investments with surgical focusPUBLICLY AVAILABLEThursday, June 20, 13
  • 12. A framework#Demand13EmotionCognition IntentsActionsThursday, June 20, 13
  • 13. A framework#Demand13EmotionCognition IntentsActionsThe Matches& GapsThursday, June 20, 13
  • 14. Employing the framework#Demand13EmotionCognition IntentsActionsWhat are the clear gaps betweenemotions, cognition, intents and/or actions?People feel they should adapt some changesbecause they think it will help them lose weight,they intend to stop drinking alcohol, but thenthey come to an event like this and the nextthing they know ...Thursday, June 20, 13
  • 15. Employing the framework#Demand13EmotionCognition IntentsActionsWhat are the clear MATCHES betweenemotions, cognition, intents and/or actions?People feel they should adapt some changesbecause they think it will help them lose weight,they intend to stop drinking alcohol, they cometo an event like this and drink water or coffee.Thursday, June 20, 13
  • 16. Employing the framework#Demand13Will not Might DoThursday, June 20, 13
  • 17. Employing the framework#Demand13Will not Might DoThursday, June 20, 13
  • 18. Employing the framework#Demand13Will not Might DoThursday, June 20, 13
  • 19. Employing the framework#Demand13Will not Might DoBig data grows exponentially, isnon-linear and is drawn from livesignals.A proposed definitionThursday, June 20, 13
  • 20. A Big Data Political Example#Demand13Thursday, June 20, 13
  • 21. A Big Data Political Example#Demand13Thursday, June 20, 13
  • 22. A Big Data Political Example#Demand13Thursday, June 20, 13
  • 23. A Big Data Political Example#Demand13Thursday, June 20, 13
  • 24. A Big Data Political Example#Demand13Thursday, June 20, 13
  • 25. A Big Data Political Example#Demand13Thursday, June 20, 13
  • 26. Political framework example#Demand13EmotionCognition IntentsActionsPeople who would not vote for the Presidentlaughed, agreed that PBS should not receivetaxpayer dollars, decided they should share anddid.People who would vote for the Presidentshook their heads, believed PBS is important anddeserves tax dollars, they decided to share anddid.People who MIGHT vote for the President feltthe remark was questionable, may not haveknown PBS received tax dollars, decided to seekinformation and did ... where they metadvertisements from the President’s brilliantteam.What are the clear MATCHES betweenemotions, cognition, intents and/or actions?Thursday, June 20, 13
  • 27. Political framework example#Demand13EmotionCognition IntentsActionsPeople who would not vote for the Presidentlaughed, agreed that PBS should not receivetaxpayer dollars, decided they should share anddid.People who would vote for the Presidentshook their heads, believed PBS is important anddeserves tax dollars, they decided to share anddid.People who MIGHT vote for the President feltthe remark was questionable, may not haveknown PBS received tax dollars, decided to seekinformation and did ... where they metadvertisements from the President’s brilliantteam.What are the clear MATCHES betweenemotions, cognition, intents and/or actions?Thursday, June 20, 13
  • 28. Political framework example#Demand13EmotionCognition IntentsActionsPeople who would not vote for the Presidentlaughed, agreed that PBS should not receivetaxpayer dollars, decided they should share anddid.People who would vote for the Presidentshook their heads, believed PBS is important anddeserves tax dollars, they decided to share anddid.People who MIGHT vote for the President feltthe remark was questionable, may not haveknown PBS received tax dollars, decided to seekinformation and did ... where they metadvertisements from the President’s brilliantteam.What are the clear MATCHES betweenemotions, cognition, intents and/or actions?Thursday, June 20, 13
  • 29. Political framework example#Demand13EmotionCognition IntentsActionsPeople who would not vote for the Presidentlaughed, agreed that PBS should not receivetaxpayer dollars, decided they should share anddid.People who would vote for the Presidentshook their heads, believed PBS is important anddeserves tax dollars, they decided to share anddid.People who MIGHT vote for the President feltthe remark was questionable, may not haveknown PBS received tax dollars, decided to seekinformation and did ... where they metadvertisements from the President’s brilliantteam.What are the clear MATCHES betweenemotions, cognition, intents and/or actions?Thursday, June 20, 13
  • 30. Employing the framework#Demand13A note on super-segmentingEmotionCognition IntentsActionsThursday, June 20, 13
  • 31. From Free To ....#Demand13Thursday, June 20, 13
  • 32. Intents: free solutions#Demand13Thursday, June 20, 13
  • 33. Intents: free solutions#Demand13Thursday, June 20, 13
  • 34. Intents: free solutions#Demand13Open OceansCyclical SearchPatternsUnfulfilled SearchesZeitgeist MomentsThursday, June 20, 13
  • 35. Intents: free solutions#Demand13Open OceansCyclical SearchPatternsUnfulfilled SearchesZeitgeist MomentsThursday, June 20, 13
  • 36. Intents: free solutions#Demand13Open OceansCyclical SearchPatternsUnfulfilled SearchesZeitgeist MomentsMovie studios. eBooks. Local TV. Hulu. ContentProviders. List Builders. Politicians.Thursday, June 20, 13
  • 37. #Demand13Intents: free solutionsThursday, June 20, 13
  • 38. #Demand13Intents: free solutionsThursday, June 20, 13
  • 39. #Demand13Intents: free solutions“why is the happening?”Thursday, June 20, 13
  • 40. #Demand13Actions: free solutionsThursday, June 20, 13
  • 41. #Demand13Actions: free solutionsThursday, June 20, 13
  • 42. #Demand13Cognition: paid solutionsThursday, June 20, 13
  • 43. #Demand13Cognition: paid solutionsThursday, June 20, 13
  • 44. #Demand13Cognition: paid solutionsThursday, June 20, 13
  • 45. #Demand13Cognition: paid solutionsThursday, June 20, 13
  • 46. #Demand13Emotion: paid solutionsThursday, June 20, 13
  • 47. #Demand13Emotion: paid solutionsThursday, June 20, 13
  • 48. #Demand13The big data combinationThursday, June 20, 13
  • 49. #Demand13The big data combinationThursday, June 20, 13
  • 50. A framework#Demand13EmotionCognition IntentsActionsAction ItemsThis week: how many of these fordo you have covered, now?This quarter: cover all four.This year: launch an integrated,Big Data LEARNING campaign.Next year: integrate Big Data intolive campaigns based off oflearnings.Thursday, June 20, 13
  • 51. A framework#Demand13EmotionCognition IntentsActionsThe Matches& GapsAction ItemsThis week: how many of these fordo you have covered, now?This quarter: cover all four.This year: launch an integrated,Big Data LEARNING campaign.Next year: integrate Big Data intolive campaigns based off oflearnings.Thursday, June 20, 13
  • 52. Making strategic and tactical decisions with Big DataBig Data .... Now What?#Demand13Todd Herman@Crowdverb/@ToddEHermanTodd@Crowdverb.comThursday, June 20, 13