WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700Sam Zindel _ DATA STRATEGISTsam.zindel@icrossing.co.ukY...
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700Big Data in the Digital WorldBuilding the Brand/Custome...
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700THE DIGITAL WORLD IS:Data-richViewed in real-timeMultip...
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700WHAT IS BIG DATA?Structured dataRelational databasesUns...
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700WHAT IS BIG DATA?State of PlaySource: Big Data Insight ...
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700Brand experience Perception Level of trustHOW PEOPLE FE...
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700PartnerTrustedLikedSupplierRELATIONSHIP PYRAMID
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700Brand derives maximumvalue from customerCustomer derive...
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700AUDIENCE INSIGHTIS KINGSome great, simple ideas…
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700No meat offers shown to vegetarians
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700Relevant offers to child developmental stageInformative...
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700Before we get ahead of ourselves…There are a couple of ...
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700SINGLE CUSTOMER VIEWStructured dataRelational databases
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700AUDIT AND MANAGE YOUR WEB ANALYTICS PLATFORM
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700HOW CAN YOU GAIN NEW INSIGHTS INTO YOUR AUDIENCE?• Coll...
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700THE VALUE PROPOSITIONWhat is your company’s data actual...
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700Exclusivity of data is keyWhy should all of your insigh...
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700Why does nobody ever talk about 2nd party data??Closed ...
OLD WORLD> Customer averages in silos> Conversion-based decisions> Channel optimisation> Last click attribution> Content d...
NEW WORLD> Individual customer journeys over tim> Value-based decisions> Customer-centric> Audience specific attribution> ...
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700WHAT DOES YOUR BIG DATA OPPORTUNITY LOOK LIKE?
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WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700Sam Zindel _ DATA STRATEGISTsam.zindel@icrossing.co.ukT...
Your big data audience insight big data show 24 apr 2013
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Your big data audience insight big data show 24 apr 2013

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Presentation from the Big Data Show 2013 by iCrossing’s Data Strategist, Sam Zindel, on how Big Data can be used to provide consumer insight and brand loyalty.

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  • Unstructured data is complex and hard to analyse which requires a new way of thinking
  • Second slide – what are the main reasons people are looking at Big Data Retail – customer insight and better targeted marketing campaigns Finance – get more value out of old data and achieve competitive advantage
  • Unstructured data is complex and hard to analyse which requires a new way of thinking
  • So as the industry uses 3 rd party data to scale audience, it is important to understand the implications of this, and how the process could be improved. Firstly there is lack of both transparency and common standards between providers. Data is typically bought in “user segments” rather than people. However how these segments are arrived at is unclear and not standardized across providers. An advertiser buying a user segment who is in-market for a Rolls Royce may not be getting the same segment from each provider. For example a segment could be based on users searching for Rolls Royce related kws. Another provider may chose to use data gained from the Financial times combined with Rolls Royce content viewed. They are clearly very different segments but could be sold as the same. Removing the noise is difficult – what types of data truly drive performance. Understanding what data types demonstrate causation rather than correlate with a behavior is difficult. And actually data can be very expensive and is available to all on the open market. This means that in many cases the insights gained, especially around prospecting, are rarely exclusive and used by many advertisers. This can push up CPMs in the auction which can hinder ROI – especially when the cost of data is factored in. Finally, the insight sits with the media buyers. But that insight could be more valuable. It could have an impact beyond your media buying and into your whole marketing efforts. So it raises a question? How good is 3 rd party data?
  • Exclusivity of data is key. Exclusivity delivers a unique value proposition. 1 st party data is the most relevant to your audience. It is something your competitors do not have. However, it needs to scale. The more first party data that can be combined with 3 rd party data to achieve scale the better. The future has to be about people rather than cookies. Only then are advertisers able to truly understand their audience. And finally, brands own their audience not media buyers. But when data plugs directly into the buying technology, the insights can stay there and not ripple throughout the business. This is where the move from data led Demand Side Platforms to brand managed Data Management Platforms leading Demand Side Platform execution becomes really exciting…
  • So as the industry uses 3 rd party data to scale audience, it is important to understand the implications of this, and how the process could be improved. Firstly there is lack of both transparency and common standards between providers. Data is typically bought in “user segments” rather than people. However how these segments are arrived at is unclear and not standardized across providers. An advertiser buying a user segment who is in-market for a Rolls Royce may not be getting the same segment from each provider. For example a segment could be based on users searching for Rolls Royce related kws. Another provider may chose to use data gained from the Financial times combined with Rolls Royce content viewed. They are clearly very different segments but could be sold as the same. Removing the noise is difficult – what types of data truly drive performance. Understanding what data types demonstrate causation rather than correlate with a behavior is difficult. And actually data can be very expensive and is available to all on the open market. This means that in many cases the insights gained, especially around prospecting, are rarely exclusive and used by many advertisers. This can push up CPMs in the auction which can hinder ROI – especially when the cost of data is factored in. Finally, the insight sits with the media buyers. But that insight could be more valuable. It could have an impact beyond your media buying and into your whole marketing efforts. So it raises a question? How good is 3 rd party data?
  • Hype cycle – this is not what Big Data looks like
  • This what Big Data looks like
  • Your big data audience insight big data show 24 apr 2013

    1. 1. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700Sam Zindel _ DATA STRATEGISTsam.zindel@icrossing.co.ukYOUR BIG DATA AUDIENCE INSIGHT
    2. 2. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700Big Data in the Digital WorldBuilding the Brand/Customer RelationshipSign-posting the Customer JourneyAudience Insight = Competitive AdvantageBefore BIGDATAThe Value of 1st, 2nd& 3rdParty DataData Management PlatformQ&ATODAY’S AGENDA#bigdataforum
    3. 3. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700THE DIGITAL WORLD IS:Data-richViewed in real-timeMultiple sources & complexVolumeVelocityVariety
    4. 4. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700WHAT IS BIG DATA?Structured dataRelational databasesUnstructured dataRelational databasesWeblogs and MetadataSocial media & usergenerated content
    5. 5. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700WHAT IS BIG DATA?State of PlaySource: Big Data Insight Group – Industry Trends Report March 2012
    6. 6. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700Brand experience Perception Level of trustHOW PEOPLE FEEL ABOUT YOUR BRAND IS DRIVEN BY THEIRLEVEL OF TRUST AND THEIR EXPERIENCE
    7. 7. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700PartnerTrustedLikedSupplierRELATIONSHIP PYRAMID
    8. 8. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700Brand derives maximumvalue from customerCustomer derivesmaximum value from brandPUTTING CUSTOMERS AT THE HEART OF IT CREATES AVIRTUOUS CIRCLERich Data gives us better customer intelligenceto direct activity
    9. 9. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700AUDIENCE INSIGHTIS KINGSome great, simple ideas…
    10. 10. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700No meat offers shown to vegetarians
    11. 11. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700Relevant offers to child developmental stageInformative content/regular emailsPhoto management and seasonal discounts
    12. 12. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
    13. 13. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700Before we get ahead of ourselves…There are a couple of things to check we areon top of
    14. 14. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700SINGLE CUSTOMER VIEWStructured dataRelational databases
    15. 15. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700AUDIT AND MANAGE YOUR WEB ANALYTICS PLATFORM
    16. 16. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700HOW CAN YOU GAIN NEW INSIGHTS INTO YOUR AUDIENCE?• Collect more data• Conduct research• Test and learn• Further analysis of existing data• Buy 3rdparty data
    17. 17. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700THE VALUE PROPOSITIONWhat is your company’s data actuallyworth?3rdparty data used to scale audience is fine butthere are issues:Lack of industry standards•Insight sits with the provider•It is available to everyoneHas anyoneever heard of2nd partydata??1stParty data is great, as long as you aremaking best use of it
    18. 18. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700Exclusivity of data is keyWhy should all of your insight go towardsimproving a data provider’s product?It is your audience, and you should retain theinsightTHE VALUE PROPOSITION
    19. 19. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700Why does nobody ever talk about 2nd party data??Closed LoopData Exchange PublisherBrand
    20. 20. OLD WORLD> Customer averages in silos> Conversion-based decisions> Channel optimisation> Last click attribution> Content designed for the majority> Ads targeted to 3rdpartysegments> Audience data owned by 3rdparties> Historic reporting> Disparate data and web analytics> Reactive, reflective, ineffective
    21. 21. NEW WORLD> Individual customer journeys over tim> Value-based decisions> Customer-centric> Audience specific attribution> Customised content for individuals> Ads targeted to your audience> Own and control your own audiencedata> Real-time reports> DMPs and predictive analytics> Proactive, predictive, effective
    22. 22. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700WHAT DOES YOUR BIG DATA OPPORTUNITY LOOK LIKE?
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    25. 25. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700Sam Zindel _ DATA STRATEGISTsam.zindel@icrossing.co.ukTHANKS FOR LISTENING!Q&A
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