Analyzing your market: How Big Data plus Social Equals Better Engagement


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Presented by Ed Brill, Director, Marketing, IBM Software Group at the 2013 Racom IMC Roundtable. More info on this annual event at

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  • Analyzing your market: How Big Data plus Social Equals Better Engagement

    1. 1. © 2013 IBM CorporationMay 14, 2013Analyzing your marketHow big data + social equals betterengagementEd BrillDirector, MarketingIBM Software
    2. 2. © 2013 IBM Corporation2Big data is moving beyond the hypefrom surveillance camerastrade events per secondmeter readings per annumAnalyze product sentimentPredict power consumptionMonitor events of interestIdentify potential fraudPrevent customer churncall detail records per hour are images, video, documents…Improve customer satisfactionVolume Velocity Variety5 100’sof Tweets create daily12 terabytesvideofeedsmillion350 billion 1.5billion 80% datagrowth
    3. 3. © 2013 IBM Corporation3―At the World EconomicForum last month in Davos,Switzerland, Big Data was amarquee topic. A report by theforum, ―Big Data, Big Impact,‖declared data a new class ofeconomic asset, like currencyor gold.―Companies are being inundatedwith data—from information oncustomer-buying habits tosupply-chain efficiency. Butmany managers struggle tomake sense of the numbers.‖―Increasingly, businesses areapplying analytics to social mediasuch as Facebook and Twitter, aswell as to product review websites,to try to ―understand wherecustomers are, what makes themtick and what they want‖, saysDeepak Advani, who heads IBM’spredictive analytics group.‖―Big Data has arrived at SetonHealth Care Family, fortunatelyaccompanied by an analyticstool that will help deal with thecomplexity of more than twomillion patient contacts ayear…‖―Data is the new oil.‖Clive HumbyThe Oscar Senti-meter — a tooldeveloped by the L.A. Times, IBMand the USC AnnenbergInnovation Lab — analyzesopinions about the AcademyAwards race shared in millions ofpublic messages on Twitter.‖“Data is the new Oil”―…now Watson is being put towork digesting millions of pagesof research, incorporating thebest clinical practices andmonitoring the outcomes toassist physicians in treatingcancer patients.‖In its raw form, oil has little value. Once processed and refined, it helps power the world.
    4. 4. © 2013 IBM Corporation4e.g. use Hadoop infrastructurefor storinghistorical informatione.g. personalize co-marketingoffers based onlocation informatione.g. optimize supply chain withsensor data and warranty claimse.g. customer 360o includingsocial media dataMultimediaSensor &Network DataWeb & SocialInteraction DataTransactionHistoryText, Content& DocumentsBig data brings opportunities for new insightGain morecomplete answers Create new perspectivesUncover new businessopportunitiesReduce IT costs4
    5. 5. © 2013 IBM Corporation5Big Data is a Hot Topic Because Technology Makes itPossible to Analyze ALL Available DataCost effectively manage and analyzeall available data in its native formunstructured, structured, streamingERPCRM RFIDWebsiteNetwork SwitchesSocial MediaBillingCost efficientlyprocessing thegrowing Volume50x35 ZB20202010Responding to theincreasing Velocity30 BillionRFIDsensorsandcountingCollectively analyzing thebroadening Variety80% of theworlds dataisunstructuredEstablishing the Veracityof big data sources1 in 3 businessleaders don’t trustthe informationthey use to makedecisions
    6. 6. © 2013 IBM Corporation6Single viewBusiness Data,Social Data,Interactive dataGiving smarter relations and transactions for all users across (integrated) channels meansbetter results.Big Data and Social Business+Data+Data+Data
    7. 7. © 2013 IBM Corporation7Single viewBusiness Data,Social Data,Interactive dataSocial business & Big Data engament components- Multichannel customer experiencebuilding trust through efficient real time cross-channel experience, and personalized /intelligent interactions.- Social businessbuilding relations by knowing the customer through profile acquisition, social dataacquisition, controlled social interactions- Digital analytics and marketing automationMonitoring users behavior and automating interactions through individual lifetime datacollection, segmentation, targeting, automation.Big Data and Social Business
    8. 8. © 2013 IBM Corporation8360-degree Consumer Profiles from Social MediaPersonal Attributes• Identifiers: name, address, age, gender,occupation…• Interests: sports, pets, cuisine…• Life Cycle Status: marital, parentalProducts Interests• Personal preferences of products• Product Purchase history• Suggestions on products & servicesLife Events• Life-changing events: relocation, having ababy, getting married, getting divorced,buying a house…Monetizable intent to buyproductsLife EventsLocation announcementsIntent to buy a houseIm thinking about buying a home in Buckingham Estates per arecommendation. Anyone have advice on that area? #atx#austinrealestate #austinLooks like well be moving to New Orleans sooner than I thought.College: Off to Stanford for my MBA! Bbye chicago!Im at Starbucks Parque Tezontle need a new digital camera for my food pictures, anyrecommendations around 300?What should I buy?? A mini laptop with Windows 7 OR aApple MacBook!??!Timely Insights• Intent to buy various products• Current Location• Sentiment on products, services, campaigns• Incidents damaging reputation• Customer satisfaction/attritionRelationships• Personal relationships: family, friends androommates…• Business relationships: co-workers andwork/interest network…
    9. 9. © 2013 IBM Corporation9Big Data Analytics to expand knowledge about customer profiles andmeasuring marketing campaign• Analysis of social media messages for large Media and Entertainment company to determine reactionto movie commercials aired during the SuperBowl• Insights based on 30M+ social media consumer profiles created by analyzing over a Billion messages• Real-time evolution of insights correlated with the airing of the commercialKey Business Questions:How many people are talking about the film ?• Intention to see the movie, Impact ofSuperBowl commercialWho are they ?• Demographics, Influencers, avid movie goersWhat is the reaction ?• Categorized sentiment (plot, characters, …)• Comparison with competitive moviesBuzz Amongst Avid Movie-Goers Jan -FebThe LoraxProject XJohn CarterThe DictatorThe Dark Knight RisesBattleshipSpider-manG.I. JoeGhost RiderTheAvengersAct of ValorThink Like a Man21 Jump StreetBuzz Amongst Avid Movie-Goers DuringSuper BowlProject XJohn CarterBattleshipGhost Rider21 Jump StreetThe Dark Knight RisesG.I. JoeSpider-manThe AvengersAct of ValorThe Lorax The Dictator10% 20% 30% 40% 50% 60% 70% 80% 90%BattleshipThe DictatorGenderTop 10 MarketsGenderTop 10 MarketsFemale MaleFemale MaleGenderTop 10 MarketsFemale MaleAct of ValorCompetitiveIntelligenceConsumer demographics by movieComparing feedback by important microsegment (avid movie-goers)
    10. 10. © 2013 IBM Corporation1010Business Models based on connecting Virtual and Real Words: the AMEXmodelAmerican ExpressSmart OfferA portal that collects specialoffers and discounts fromretailers and detail about thecustomer segment that istargetMarketing segmentationengine that evaluatecustomer profiles and selectthe best coupon to proposeMoble app and connectionwith Twitter, Facebook eFoursquare to communicatewith the customers andenable viral effectsJust virtual Coupons are managed!Customers activate the coupon and receiveon montly basis on the credit card accountthe equivalent of the coupon discounts afterthat transactions were registred
    11. 11. © 2013 IBM Corporation11Putting Clients First – Where Are We?Success Metrics 2006 2010 Online Banking Active Clients 1x 1.8x Synovate Online Banking Satisfaction 5th 2nd Surviscor Email Benchmarking 13th 1st Dalbar Ranking – Direct Investing n/a 1st Forrester Online Banking Secure Site 3rd 1st Forrester Online Banking Public Site 5th 1st Online Sales 1x 2.9x Online Service Transactions* 1x 2.0xRBC Digital Strategic initiatives- Improve the Online client experience andpromote Online as primary service channel- Expand breadth of services and capabilities- Foster greater acquisition and growthorientation- Improve information and channelmanagement and develop enablinginfrastructureSocial Intelligence- Personalized base on analytics- Customer service experts- Crowdsourcing on new productsCustomer sat: #5 to #1*Example: RBC Capturing Prospect/Customer digital information for customerrelation and marketing automationSingle viewBusiness Data,Social Data,Interactive dataBig Data and Social Business
    12. 12. © 2013 IBM CorporationMay 14, 2013An IBM View ofSocial Business
    13. 13. © 2013 IBM Corporation13Bringing social toolsinto the enterprise200 million tweets sentvia Twitter per day30 billion pieces ofcontent are shared onFacebook each monthWikipedia hosts 17million articlesFind and shareinformation instantlyRise of social networkingand mobile devicesPeople are empowered like never before66% of online adults usesocial media platformssuch as Facebook,Twitter, MySpace orLinkedInSmartphone and tabletshipments now outpacePCs41% of GenY say socialmedia is important tothem in the workplace64% of GenY downloadunauthorizedapplicationsat least once a weekto get their job doneSource: Prescient DigitalSource: 20 Stunning Social Media Statistics,Written by Jeff BullasSource: Pew Internet & American Life ProjectSource: IDC Predictions 2 012 :Competing for 2 020
    14. 14. © 2013 IBM Corporation14Traditional roles and processes across the business networkare evolving, forever changing the way organizations operateleading the conversationsthat define brandsself-forming teamsaround fast movingopportunitiesbecoming on-demandextensions of theenterpriseAs barriers between people disappear, organizations are learning to tap into collectiveintelligence, advocacy and distributed talent to drive business results.Employees Customers Partners
    15. 15. © 2013 IBM Corporation15A social business optimizes interactions among people togain a competitive advantageBy removing barriers, a social business allows people to apply expertise and insights thatimprove and accelerate results across business functions:Customer Careand InsightProduct andService InnovationWorkforceOptimizationEngagedTransparentAgile
    16. 16. © 2013 IBM Corporation16Forrester model of social software adoption
    17. 17. © 2013 IBM Corporation17IBM is a social businessWorkforce OptimizationIBM Human Resources utilizes socialmedia for recruiting, employeeeducation, sales training andleadership development.Customer Care and InsightTo gain insight, IBM’s social sellers usesocial media monitoring applications tofeed information aboutclients, prospects and competitorsdirectly to their desktops.Product and Service InnovationReducing project completion time by 30percent, increasing re-use of softwareassets by 50 percent and cuttingcomponent costs by 33 percent.
    18. 18. © 2013 IBM Corporation18IBM Social Computing Guidelines• Written collaborativelywith IBMers in 2005• Provides both permissionand direction• Clarifies roles foremployees
    19. 19. © 2013 IBM Corporation19Not every IBMer is familiarwith social media.We’ve created training &guidelines on a range oftopics – from Connections tosocial media basics tocybersecurity – as well as arecommendation engine,rewards & tracking, andstrategic, sharable content.Digital IBMer Hub
    20. 20. © 2013 IBM Corporation20SMEEminenceKPIs KPI Definitions MetricsEngagementReachAmplificationConversionMarketplace interactions withcontent published by SMEsIndividuals online who haveopted into SME communicationsMarketplace sharing andredistribution of SME contentTo be defined per the businessobjective / need. An examplewould be registrations yielded from SME socialaccountsViewsLikesCommentsLikesComments@mentionsClicksSubscriptionsVisitorsVisitsSearch RankConnectionsFollowersSharesInbound LinksRetweetsRegistrationsThe IBM SME Progress Report measures metrics that matter.2020
    21. 21. © 2013 IBM Corporation21Curation – The value of authentic voice
    22. 22. © 2013 IBM Corporation22Opting In Why Social Business? The Social Product Manager Self, Product, and Company Offense or Defense Picking a Fight Activate Your Advocates Tools of the Trade In Real Life Social Inside the Organization Risk Management in Social Business Putting Opting In into Practice Appendix: IBM Social Computing Guidelines
    23. 23. © 2013 IBM CorporationMay 14, 2013Thank you! @edbrillFacebook: