Big Data in MarketingApril 2013
tip-off
INTRODUCTION•    Doug Denton•    Level Seven•    Interactive marketing for 6 years•    eCommerce brought me to marketing• ...
AGENDA•    Define Big Data•    Open vs closed loop in social media marketing•    Demonstrate simple example of closing the ...
BIG DATA•    Data that IT historically ignores•    Too fast, too different, too much to handle•    Represents 80% of all da...
THE OPEN LOOP•    Social media campaign•    Participants are engaged and are spreading the word•    Building good “buzz” –...
CLOSING THE LOOP•    Allow the viral nature continue•    Identify active (and positive) participants•    Engage and reward...
the mechanics
MAKE THE CONNECTIONS•  Monitor social channels for mentions of campaign,   products, and brand•  Confirm positive sentimen...
NOW YOU TRY IT!•  Step 1: In Twitter, follow @L7BigData•  Step 2: Tweet using hashtag #L7Rocks•  Options to engage you:   ...
WHAT JUST HAPPENED?•    Custom application monitoring Twitter for #L7Rocks•    You Tweeted and were detected via direct Tw...
Oreo Super Bowl win
OREO AT THE SUPER BOWL•    “Whisper Fight” commercial ran during first half•    55,000 tweets in 10 minutes (110/second)• ...
PREPARATION WAS KEY•    Oreo brand team is social media sophisticated•    Creative, technical, management all in a war roo...
DUNKING IN THE DARK•  15,000 Twitter retweets•  8,000 Twitter follows•  6,200 Twitter favorites•  5,500 Facebook shares•  ...
WHAT WAS MISSING?•    Engaging directly with the participants in real time•    Highlighting involvement of participants (r...
customer service
REGIONAL UTILITIES•    Monitor for mentions of problems like service outages•    Limit social media feeds to geography of ...
UTILITY EXAMPLE•  Power goes out in Mentor•  Wife (Barb) calls me at office in Independence•  I tweet to see what others a...
UTILITY EXAMPLE (2)•  Twitter Ad from First Energy shows up at the top of my   search results•  Lots of tweets about the o...
UTILITY EXAMPLE (3)•  Link takes me to a website where   •    I see a dashboard of reported outages   •    I can login usi...
customer sentiment
WHAT IS IT?•  Identify and extract subjective information•  Text analytics, natural language processing,   computational l...
HOW DO I DO IT?•    Mine message boards and social media networks•    Find mentions of brand, products, campaigns•    Dete...
WHAT CAN IT TELL ME?BRAND HEALTH, BRAND DIFFERENTIATION
making it work
GETTING THE DATA•  Social media channels – direct connections (APIs)•  Social media channels – GNIP (www.gnip.com)•  Blogs...
PROCESSING THE DATA•  Massive amounts of loosely-structured data   •    Big Data tools (Hadoop, Map-Reduce, Hive, JACL, et...
closing thoughts
MOVING FORWARD•  Tools are ready for market•  Now is the time to take initial steps   •    Proofs of concept, prototypes  ...
questions?
thank you
Upcoming SlideShare
Loading in …5
×

Level Seven - Big data in interactive marketing

373 views
328 views

Published on

Non-technical description of the role that Big Data can play in interactive marketing. Examples given for retail and utility industries and a brief description of customer sentiment. There is also audience participation that shows automated response to a Twitter posting.

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
373
On SlideShare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Level Seven - Big data in interactive marketing

  1. 1. Big Data in MarketingApril 2013
  2. 2. tip-off
  3. 3. INTRODUCTION•  Doug Denton•  Level Seven•  Interactive marketing for 6 years•  eCommerce brought me to marketing•  Technical education and background•  Practice Lead – Big Data NOW YOU KNOW WHERE I AM COMING FROM
  4. 4. AGENDA•  Define Big Data•  Open vs closed loop in social media marketing•  Demonstrate simple example of closing the loop•  Consider a couple of example cases•  Look at the technologies that enable the capabilities•  Talk about smart ways to move forward B2B & B2C UTILIZE THE SAME PRINCIPALS
  5. 5. BIG DATA•  Data that IT historically ignores•  Too fast, too different, too much to handle•  Represents 80% of all data•  Revolutionary tools now available•  Very different approach to data processing•  Very different way of thinking about data•  A VERY BIG DEAL YOU WERE BLIND, BUT NOW YOU SEE
  6. 6. THE OPEN LOOP•  Social media campaign•  Participants are engaged and are spreading the word•  Building good “buzz” – message is viral•  Conversion rate is low•  Typical “brand building” scenario LOTS OF BANG, NOT SO MUCH BANK
  7. 7. CLOSING THE LOOP•  Allow the viral nature continue•  Identify active (and positive) participants•  Engage and reward desired behavior (1 to 1)•  Drive a second wave of buzz using response to reward•  “Constructive interference” gives buzz a double-peak•  Reward has conversion with measurable value MAKE THE INTERACTION PERSONAL
  8. 8. the mechanics
  9. 9. MAKE THE CONNECTIONS•  Monitor social channels for mentions of campaign, products, and brand•  Confirm positive sentiment•  Reward individuals for their participation in real time•  Track and measure conversion IMMEDIATE POSITIVE REINFORCEMENT
  10. 10. NOW YOU TRY IT!•  Step 1: In Twitter, follow @L7BigData•  Step 2: Tweet using hashtag #L7Rocks•  Options to engage you: •  Direct message to your account •  Tweet @you •  Retweet you •  Favorite your tweet •  Advertise to you (promote tweets) THAT IS HOW IT WORKS
  11. 11. WHAT JUST HAPPENED?•  Custom application monitoring Twitter for #L7Rocks•  You Tweeted and were detected via direct Twitter API•  @L7BigData favorited your tweet•  You following @L7BigData -> Direct Message response•  Otherwise Tweet @you•  The exchange is logged for future use THAT IS HOW IT WORKS
  12. 12. Oreo Super Bowl win
  13. 13. OREO AT THE SUPER BOWL•  “Whisper Fight” commercial ran during first half•  55,000 tweets in 10 minutes (110/second)•  20,000 Instagram followers in 2 minutes•  Cost: $$$ millions $$$•  Traditional advertising was a success THEN THE LIGHTS WENT OUT!
  14. 14. PREPARATION WAS KEY•  Oreo brand team is social media sophisticated•  Creative, technical, management all in a war room•  Ready to respond to an opportunity to amplify impact•  Ready to compete (Audi, Tide, Walgreens, et al)•  Within minutes: “Power out? No problem. You can still dunk in the dark.” FORTUNE FAVORS THE PREPARED MIND – LOUIS PASTEUR
  15. 15. DUNKING IN THE DARK•  15,000 Twitter retweets•  8,000 Twitter follows•  6,200 Twitter favorites•  5,500 Facebook shares•  19,000 Facebook likes•  14,000 Instagram follows MULTIPLIED VALUE OF ADVERTISING INVESTMENT
  16. 16. WHAT WAS MISSING?•  Engaging directly with the participants in real time•  Highlighting involvement of participants (retweets, likes)•  Collecting participants for future campaigns•  One-to-one incentives to monetize the buzz BIG DATA IN MOTION & SOCIAL MEDIA FEEDS
  17. 17. customer service
  18. 18. REGIONAL UTILITIES•  Monitor for mentions of problems like service outages•  Limit social media feeds to geography of interest•  Analyze message sentiment•  Select appropriate response•  Engage in a conversation PERSONAL ATTENTION WINS CUSTOMER LOYALTY
  19. 19. UTILITY EXAMPLE•  Power goes out in Mentor•  Wife (Barb) calls me at office in Independence•  I tweet to see what others are saying about a power outage in Mentor•  Barb posts about the outage in Facebook•  I Twitter search for #power #outage #firstenergy CLEAR CONCERN ABOUT FIRST ENERGY SERVICE
  20. 20. UTILITY EXAMPLE (2)•  Twitter Ad from First Energy shows up at the top of my search results•  Lots of tweets about the outage are in my search results (but none from First Energy)•  I get a Direct Message from First Energy with a link to report or get information regarding an outage•  I click the link FIRST ENERGY FOUND ME IN THE CHANNEL OF CHOICE
  21. 21. UTILITY EXAMPLE (3)•  Link takes me to a website where •  I see a dashboard of reported outages •  I can login using Google, Facebook or Twitter credentials •  I can register for updates regarding future outages •  I can download a mobile application for FE customers•  I see that Barb just registered against our account, too FULLY CONNECTED
  22. 22. customer sentiment
  23. 23. WHAT IS IT?•  Identify and extract subjective information•  Text analytics, natural language processing, computational linguistics•  Determine the attitude of the writer•  Classify the polarity of the text (pos, neg, neutral) HUMANS DISAGREE 21% OF THE TIME!
  24. 24. HOW DO I DO IT?•  Mine message boards and social media networks•  Find mentions of brand, products, campaigns•  Determine positive, negative, neutral attitudes•  Compare to competition, historical trends BIG DATA MAKES THIS POSSIBLE
  25. 25. WHAT CAN IT TELL ME?BRAND HEALTH, BRAND DIFFERENTIATION
  26. 26. making it work
  27. 27. GETTING THE DATA•  Social media channels – direct connections (APIs)•  Social media channels – GNIP (www.gnip.com)•  Blogs and boards – Boardreader (www.boardreader.com) MASSIVE AMOUNTS OF DATA, CAN BE REAL-TIME
  28. 28. PROCESSING THE DATA•  Massive amounts of loosely-structured data •  Big Data tools (Hadoop, Map-Reduce, Hive, JACL, etc) •  Enterprise tools (IBM BigInsights) •  BI tools (Cognos, SAS, SPSS)•  Massive amounts of data in motion •  IBM Streams •  StreamSQL BIG DATA MAKES THIS POSSIBLE
  29. 29. closing thoughts
  30. 30. MOVING FORWARD•  Tools are ready for market•  Now is the time to take initial steps •  Proofs of concept, prototypes •  Quick wins •  Gain understanding•  Define your strategy•  Create a roadmap for adoption TOOLS ARE READY – NEED TO UNDERSTAND THE VALUE
  31. 31. questions?
  32. 32. thank you

×