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Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
Big Data Case Study: Transform Marketing And Take More
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Big Data Case Study: Transform Marketing And Take More

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Big Data can change the way you market your products and services enabling you to achieve higher levels of personalization, customer satisfaction and experience. Join this live webcast for an …

Big Data can change the way you market your products and services enabling you to achieve higher levels of personalization, customer satisfaction and experience. Join this live webcast for an interactive discussion about how EMC built a data-driven marketing science practice that is transforming how EMC does Marketing.

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  • 1. © Copyright 2012 EMC Corporation. All rights reserved. A Big Data Case Study TRANSFORM MARKETING TO TAKE MORE SHARE
  • 2. © Copyright 2012 EMC Corporation. All rights reserved. Webcast Speakers Generosa Litton Director, Big Data Marketing EMC Michael Foley Director, Marketing Science EMC
  • 3. © Copyright 2012 EMC Corporation. All rights reserved. What Is Your Top Reason For Considering Big Data? A. Improve operational efficiency B. Innovate on business models, products, and services C. Manage security and risk D. Segment customers and deliver customized actions
  • 4. © Copyright 2012 EMC Corporation. All rights reserved. The New CMO Agenda Driven by massive media consumption changes  Data explosion  Social/Community  Growth of channels and devices  Marketing ROI  Integrate online & offline  Map the customer experience across touchpoints 2009 2013 Tectonic Shift To A Mobile and Social World CMO.com, 2009 Economist Intelligence Unit, 2012
  • 5. © Copyright 2012 EMC Corporation. All rights reserved. SOCIAL MEETS BIG DATA
  • 6. © Copyright 2012 EMC Corporation. All rights reserved. In IT Decision Makers Our Customers Have Changed Have Met Suppliers Thru Interactions In Social Media
  • 7. © Copyright 2012 EMC Corporation. All rights reserved. Of Our Prospects Rate Peer-To-Peer Influence Is NOW The Most Trusted Source Of Technology Information
  • 8. © Copyright 2012 EMC Corporation. All rights reserved. SOCIAL EMC INTERACTIONS 170,000,000 THE SHIFT IS ON
  • 9. © Copyright 2012 EMC Corporation. All rights reserved. Virtual Product Launch Attendees With important moderated dialog
  • 10. © Copyright 2012 EMC Corporation. All rights reserved. A Shift In Media Consumption Results in a dramatic shift in budget to social/communities 7.9% 10.8% 19.9% Current Levels Next 12 Months Next 5 Years * Sirius Decision, 2012, percent of total marketing budgets allocated toward social and communities
  • 11. © Copyright 2012 EMC Corporation. All rights reserved. Yields Significant Volume Of Data Community Conversation and crowd sourced documents 7.9% 10.8% 19.9% Current Levels Next 12 Months Next 5 Years All Unstructured Data
  • 12. © Copyright 2012 EMC Corporation. All rights reserved. EMC Marketing’s Data Explosion Continual journey to understand behavior and improve targeting 1.2TB 35TB 150TBSocial / Community Conversations Enterprise View Across Touchpoints Traditional Marketing Channel Interactions
  • 13. © Copyright 2012 EMC Corporation. All rights reserved. CUSTOMER INTERACTIONS ACROSS ENTERPRISE IS THE FORCE MULTIPLIER ANALYTICS THAT SCALE OUT FOR OUR EMERGING MEDIUMS COLLABORATIVE ANALYTICS THAT ALIGNS MARKETING ACROSS ROUTES TO MARKET DATA THE NEW CURRENCY OF MARKETING
  • 14. © Copyright 2012 EMC Corporation. All rights reserved. CMO’s Must Get Closer To The CIO Requires Careful Balancing Act Art Science 200 9 201 3
  • 15. © Copyright 2012 EMC Corporation. All rights reserved. MARKETING SCIENCE
  • 16. © Copyright 2012 EMC Corporation. All rights reserved. “MIKE” TEAM LEAD “LING” MATHEMAGICIAN “POOJA” PROGRAMMER/ MODELER “MARK” DATA QUALITY TEAM SKILLS STATISTICS MODELERS (SAS / OPEN SOURCE) PROGRAMMERS (SAS/SQL) DOMAIN EXPERTISE (MARKETNG ANALYTICS) BIG DATA MANIPULATION
  • 17. © Copyright 2012 EMC Corporation. All rights reserved. Do You Have Data Scientists In Your Team? A. Yes B. No C. Don’t know D. Plan to develop and train
  • 18. © Copyright 2012 EMC Corporation. All rights reserved. TOP METHODOLOGIES Cluster Analysis NLP Association Rules Machine Learning Decision Tree BIG DATA ANALYTICS Response Purchase Rules Segmentation Journeys Full ROI Marketing Mix Lead Score Marketing Science Capabilities
  • 19. © Copyright 2012 EMC Corporation. All rights reserved. Marketing Science Data EMC Tools and Hardware in Use
  • 20. © Copyright 2012 EMC Corporation. All rights reserved. Marketing Science Infrastructure
  • 21. © Copyright 2012 EMC Corporation. All rights reserved. Align Marketing To Value Creation SEGMENTATION
  • 22. © Copyright 2012 EMC Corporation. All rights reserved. Segments Contain The Following MKTG ROI MIX PERSONA JOURNEY ASSETS o Total marketing spend vs bookings (not last activity) o Comparative by segment for planning future investments o By persona o Sequence of activities to maximize value o Involved in the buying process o Interactions by segment leading up to a deal o Usage of campaign assets on EMC.com
  • 23. © Copyright 2012 EMC Corporation. All rights reserved. Clusters: Touches, Bookings, Cycle Time Size of sphere = % of sites with bookings
  • 24. © Copyright 2012 EMC Corporation. All rights reserved. C5 Marketing Activity Sequence COUNT SUPPORT RULE 22 9.32 Seminar/Roadshow ==> EMC Forum 18 7.62 Tradeshow ==> EMC Forum 15 6.35 Tradeshow ==> Seminar/Roadshow 12 5.08 Webcast - Live ==> Tradeshow 12 5.08 EMC Forum ==> Tradeshow 11 4.61 Advertising ==> Tradeshow 11 4.61 Seminar/Roadshow ==> Advertising 11 4.61 Seminar/Roadshow ==> Tradeshow 10 4.23 Advertising ==> EMC Forum 10 4.23 EMC Forum ==> Seminar/Roadshow 10 4.23 Tradeshow ==> Webcast - Live
  • 25. © Copyright 2012 EMC Corporation. All rights reserved. NEXT LIKELY PURCHASE
  • 26. © Copyright 2012 EMC Corporation. All rights reserved. Next Likely Purchase: Key Drivers Driver Importance Past Product Purchases Used to predict the future likely purchase. Segment Company’s size and sales make a difference relative to next likely buy. Vertical Show variation in products and solutions. Time Since Last Purchase Eliminate products that have no 2012 sales due to EOL, etc. Study the product purchase cycle. Company Bookings Shows the magnitude/quantity of product purchasing.
  • 27. © Copyright 2012 EMC Corporation. All rights reserved. Assigned A Likelihood Score Probability of buying product on a scale of .0 to 1.0, with 1.0 being the highest score. Probability Range High .99 .7 Neutral .69 .5 Low <.5
  • 28. © Copyright 2012 EMC Corporation. All rights reserved. Next Likely Purchase Matrix For SMB Segment Products & Combinations SYMMETRIX UNIFIED VNX CONNECTRIX PS-UNIFIED CLARiiON P=.60; Sites=27 UNIFIED P=.85; Sites=17 P=.70; Sites=14 VNX P=.93; Sites=14 P=.93; Sites=14 P=.60; Sites=9 P=.54; Sites=8 CONNECTRIX BROCADE P=.87; Sites=14 P=.55; Sites=8 P=.56; Sites=9 PS-CLARiiON P=.98; Sites=11 P=.55; Sites=6
  • 29. © Copyright 2012 EMC Corporation. All rights reserved. Operationalizing Marketing Science + + Store in Greenplum For Iterative Analysis Create Heatmaps For Prioritization Load In Aprimo For Execution & Further
  • 30. © Copyright 2012 EMC Corporation. All rights reserved. Generating $M In Revenues MARKETING SCIENCE
  • 31. © Copyright 2012 EMC Corporation. All rights reserved. Is The Funnel Dead?
  • 32. © Copyright 2012 EMC Corporation. All rights reserved. Marketing Science Success Factors  Executive sponsorship  Strong collaboration with IT  Technology availability
  • 33. © Copyright 2012 EMC Corporation. All rights reserved. Questions and Answers To type a question via WebEx, click on the Q&A tab Please select “Ask: All Panelists” to ensure your questions reach us. Thank you!
  • 34. © Copyright 2012 EMC Corporation. All rights reserved. Next Steps: Check Out These Resources  EMC’s solution for Big Data – www.emc.com/bigdata  EMC’s Big Data Blog – www.bigdatablog.emc.com  EMC Education Courses: http://education.emc.com – 90 Minute Module: Introducing Data Science and Big Data Analytics for Business Transformation – 1 Day: Data Science and Big Data Analytics for Business Transformation – 5 Days: Data Science and Big Data Analytics
  • 35. © Copyright 2012 EMC Corporation. All rights reserved. THANK YOU

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