This document discusses how marketing is being transformed by big data. It outlines how the rise of social media, mobile devices, and new digital channels have led to an explosion of customer data. Marketers now have unprecedented insights into customer behavior but also face challenges in managing and analyzing vast amounts of structured and unstructured data. The document describes how one company used techniques like machine learning, predictive modeling, and customer segmentation on their large marketing data sets to improve targeting, understand customer journeys, and optimize marketing spend - generating millions in additional revenues. It emphasizes the importance of collaboration between marketing and IT and having the proper skills and technologies in place to leverage big data for business value.

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A Big Data Case Study
TRANSFORM
MARKETING
TO TAKE MORE SHARE

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Webcast Speakers
Generosa Litton
Director, Big Data Marketing
EMC
Michael Foley
Director, Marketing Science
EMC

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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

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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

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SOCIAL MEETS
BIG DATA

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In IT Decision Makers
Our Customers Have Changed
Have Met Suppliers Thru Interactions
In Social Media

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Of Our Prospects
Rate Peer-To-Peer Influence
Is NOW The Most Trusted Source
Of Technology Information

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SOCIAL EMC INTERACTIONS
170,000,000
THE SHIFT IS ON

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Virtual Product Launch Attendees
With important moderated dialog

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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

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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

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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

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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

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CMO’s Must Get Closer To The CIO
Requires Careful Balancing Act
Art Science
200
9
201
3

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MARKETING
SCIENCE

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“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

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Do You Have Data Scientists In Your Team?
A. Yes
B. No
C. Don’t know
D. Plan to develop and train

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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

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Marketing Science Data
EMC Tools and Hardware in Use

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Marketing Science Infrastructure

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Align Marketing To Value Creation
SEGMENTATION

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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

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Clusters: Touches, Bookings, Cycle Time
Size of sphere = % of sites with bookings

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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

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NEXT LIKELY
PURCHASE

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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.

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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

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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

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Operationalizing Marketing Science
+ +
Store in Greenplum
For Iterative Analysis
Create Heatmaps
For Prioritization
Load In Aprimo
For Execution & Further

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Generating $M In Revenues
MARKETING
SCIENCE

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Is The Funnel Dead?

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Marketing Science Success Factors
 Executive sponsorship
 Strong collaboration with IT
 Technology availability

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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!

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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

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THANK YOU