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Valtech - Big Data for marketing (EN)

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Valtech - Big Data for Marketing …

Valtech - Big Data for Marketing

Aurélie Hornoy, Digital Performance Lead, Valtech
aurelie.hornoy@valtech.fr

The benefits of data-driven marketing

Event - Big Data : de l'analytics à la créativité ...
Valtech - 29/11

Published in: Technology

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  • 1. Big Data for marketing! 29/11/2012
  • 2. Big Data, the new Eldorado for marketing!
  • 3. Big Data, An under-exploited opportunity! 75% Of the CMOs believe that this is an important topic 18% 11% Consider investing in Big Report to be using Big Data* Data Source : IDC, EMC juiy 2012 * What is the perception and what are initiatives in the field of Big Data? 160 French companies were interviewed
  • 4. Big Data, a revolution for Marketing departments“ With the data coming from social media now, it’s like running 24/7 focus groups ” Chief Marketing Officer at Kiddicare,“ It’s all very well to have all your data in one place, but you need to do something with it. We have hundreds of millions of rows of ” data going back to 1998. Martin Moll, Head of Marketing at Honda UK,“ The question shouldn’t be about how you manage big data, but how you are continuing to encourage imagination versus data. ” Javier Diez-Aguirre, Ricoh’s Director of Corporate Communications
  • 5. Big Data, capitalize on customer knowledge!How to relieve What will be theurban traffic next Gaga song?congestion? How does your supermarket know that you are pregnant?
  • 6. Big Data, benefits for a more creative Marketing! Big DATA Ciblage fin Personnalisation totale Automatisation des actions en temps réel Growth and creativity Analyse Identification de nouvelles booster prédictive en opportunités capitalisant sur invisibles à l’œil les données nu
  • 7. Big Data shape a new marketing model! BEFORE! AFTER!Ò  Analysis of averages Ò  Analysis of correlationsÒ  Large segmentation Ò  Accurate customizationÒ  Standardized push Ò  Scripted automationÒ  Declarative data Ò  Data 360° (explicit/implicit)Ò  Traditional Marketing Ò  Agile and reactive Marketing
  • 8. Big Data versus Analytics : what are the differences?! Formulate Define the Analytics the need need Big DataStructured Define KPI Collect ALL the data from different De-structured canals Data Data Extrapolate to Collect data explore / define new indicators Analyze, explore, Integration correlate and aggregate Re-inject indicators Analysis of to model and relationships visualize data flow
  • 9. AureHor aurelie.hornoy@valtech.fr