Helping Marketers to Cross The Big Data Chasm


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Are you a marketing professional and want to understand something on practical usage of Big Data ? Here is where you can start

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Helping Marketers to Cross The Big Data Chasm

  1. 1. Mario Faria1Helping Marketers toCross theBig Data ChasmMario - (425) 628-3517@mariofaria
  2. 2. Mario Faria2Who am I ?•  MIT recognition as one of the 1st Chief Data Officers and Lead DataScientists in the world (just Google “Mario Faria Chief Data Officer”)•  20+ years working with Information Technology, ManagementConsulting, Financial Services, Retail, CPG and Private Equity•  Proven expertise in Data Management, Data Science, Analytics andSupply Chain Management•  Speaker at several conferences on the subject in USA, Europe andLatin America•  Contributor to magazines and publications•  Big Data Advisor at the Bill and Melinda Gates Foundation•  Member of the MIT Data Science Initiative
  3. 3. Mario Faria3My mission :To help the data communityevolve with sustainability
  4. 4. Mario Faria4Helping HR to Cross theBig Data ChasmGeoffrey A. Moore
  5. 5. Mario Faria5Data and Analytics professionals are nothelping everyone else to understand it
  6. 6. Mario Faria6
  7. 7. Mario Faria7Web 1.0Bricks to ClicksThe Web Evolution : more and moredata drivenWeb 2.0ParticipatoryWeb 3.0 - Data-drivenWeb moves from broadcast (push) mediumto enabling two-way dialogue based on:- Behavior- Preferences- Profile data- Personalized user experiencesLeverage the web as a database- Machine learning- Predictive analytics- Automated modelingInternet of things- Widgets- Peer-to-peer networks- Devices, CarsMiddle 90s 2005 - 2011 2012 moving forward
  8. 8. Mario Faria8The 4 driving factors that arechanging the technology industry aswe know it•  Social•  Mobile•  Cloud•  Big Data
  9. 9. Mario Faria9
  11. 11. Mario Faria11What is Analytics ?“The extensive use of data, statisticaland quantitative analysis, explanatoryand predictive models, and fact-basedmanagement to drive decisions andactions” – Thomas Davenport
  12. 12. Mario Faria12Analytic Maturity Curve
  13. 13. Mario Faria13This brave new world we are living in
  14. 14. Mario Faria14Big Data=Human Behaviour
  15. 15. Mario Faria15One Big Data usage :Social CRM andBehavioral Targeting
  16. 16. Mario Faria16Beer and Diapers ?Mith or reality ?Do it with your ownMarket Basket Analysis
  17. 17. Mario Faria17
  18. 18. Mario Faria18How Netflix works•  History of your preferences•  Each household will present you a different set of filmsand TV series•  Based on your behaviour, time preferences, etc•  Very complex analytics modelling
  19. 19. Mario Faria19Gaydar Project - MIT• Finding out sexualorientations• Facebook posting analysis• Friends lists identifications• Behaviour patterns• Inferences and predictiveanalysis
  20. 20. Mario Faria20Real Digital MarketingCampaign•  Luxury car manufacturer•  Targeting males from 35 to 50 years old•  São Paulo upscale neighbourhoods•  Email sent using a combination of data points(income, geospatial, credit history)
  21. 21. Mario Faria21Credit Card Debt RecoveryCampaign•  Major Brazilian bank•  Very focused and narrow target•  Looked at years of the bank history to get the paymentanalysis•  Isolated some variables to find out the best possiblereturn
  22. 22. Data  Science      The  process  of  taking  raw  data,  producing  informa8on  from  data,  and  using  this  informa8on  to  guide  ac8ons  that  will  bring  financial  benefits  to  business  
  23. 23. Chief  Data  Officer  /    Head  of  Analy8cs  /    Data  Scien8sts  
  24. 24. Mario Faria24The role of a Chief Data Officer orLead Data ScientistA data scientist is the onewho looks for insightsThe insight is operationalizedin BI/DW products, by data architectsThe insight is sharedwith the enterpriseThe CDO or Lead Data Scientist is theexecutive responsible and accountable forthe data life cycle inside the organization,managing the people involved in the dataactivities, such as acquisitions, analytics,processes, governance, quality, technologyand budget
  25. 25. Mario Faria25Thank youMario FariaData Strategy Advisor of the Digital Mad : (425) 628-3517