0
DATA FUTUREtwitter @johnbatistich
Aqueducts
Printing Press
GPS
Web
Mobiles
What. How. Why
Transaction + Social + Location
5 Data Trends for Retail
7 Retail Case Studies
3 Misconceptions
5 Conclusio...
Big Data is the current term used to describe
large volumes and types of information, and
its application to managing cust...
Matthew Fontaine Maury
Datafied seafarers previous journeys through
painstaking manual tabulation unlocking
insights & value
More data speed
More storage capacity
More processing power
More production tools
More social network usage
More online co...
Only 1% of what could be connected in the
world is connected.
90% of the data ever created was
collected in the last 2 years.
Big Data is characterised by
Volume, Variety, Velocity & Vitality.
Transforms retail operations, merchandising &
marketing creating new assets, strategic
partnership, jobs, skills & busines...
“Big data is about making predictions. It’s
now possible to leverage large amounts of
messy, real-world data to build pred...
“Today we have tools (statistics and
algorithms) and the equipment (digital
processors and storage) necessary to perform
s...
As connectivity explodes over mobile, ‘internet
of things’ & ‘wearable technology’ there will
be seismic shifts in how we ...
Connectivity is ever-increasing. By 2020,
there will be 200 Billion connected things:
100 Billion processors shipped
3 Bil...
Transforming energy, health, home
appliances, media, transportation, security &
retail
Wearable technology data for health & fitness
monitors, smart watches & glasses emerging
Apple has a patent for collecting data on
blood oxygenation, heart rate and body
temperature through its audio ear buds
Bi...
Nike Fuelband
Disney Magic Bands
Data Sources
Browse & purchase behaviour (what, when,
where & who) has dominated data acquisition.
Social data provides access to communities
and preference data
Brands have access to enormous social data
Facebook could become the next credit &
security scoring agency
Social data informing real time content
Source: Google
Location data emerging.
Context will become the new king.
Understanding location and context data
redefines marketing.
New Data Assets
& Partnerships
Telefonica Dynamic Insights collects mobile
data anonymised & aggregated to define
segment behaviour
5Big Data
Trends for Retail
1. Data Deluge: Building the capability to
capture & interpret the rapidly growing volume
& variety of data.
http://www.re...
2. Integrating Investments: Making investments
in new technologies in data warehouses to
store more data & improve the spe...
3. Understanding Attribution: Leveraging
cross channel data to identify how customers
discover, find, buy, acquire, share ...
4. Improving personalisation: Profiling
customers to support recommendations that
publish personalised contextual content....
5. Privacy: Elevate the consumer experience,
provide utility & security or invade my privacy.
7Case Studies
A third of Amazon’s sales
come from personalised
recommendations
Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier
Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier
"My daughter got this in
the mail! She's still in
high school, and you're
sending her coupons for
baby clothes and cribs?
...
Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier
Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier
UPS shaved 30 million miles of its drivers’
routes, saving 3 million gallons of fuel and
30,000 metric tons of carbon diox...
“Prediction gave us knowledge. But after
knowledge is something more: wisdom &
clairvoyance. At some point in time, the
sy...
3Misconceptions
1. More Data Equals Better Decision-Making.
http://www.mpdailyfix.com/three-common-misconceptions-about-big-data/
2. Customer Data Is Better than Team
Experience. Both experience and data are
valuable when properly collected & evaluated...
3. Data Eliminates Uncertainty.
The belief that uncertainty can ever be
eliminated leads to unrealistic expectations,
para...
5Conclusions
1. We are all just getting started.
Get skilled. Get testing.
2. Transforms retail operations, merchandising &
marketing.
...
Sources
Big Data. A revolution that will transform how we live, work and think. Viktor
Mayer-Schonberger & Kenneth Cukier
...
DATA FUTUREtwitter @johnbatistich
Big Data: Data Marketing Future by John Batistich
Big Data: Data Marketing Future by John Batistich
Big Data: Data Marketing Future by John Batistich
Big Data: Data Marketing Future by John Batistich
Big Data: Data Marketing Future by John Batistich
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Big Data: Data Marketing Future by John Batistich

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Big Data: What, How & Why.
Data Sources: Browse, Buy, Social & Location
5 Data Trends for Retail
7 Retail Case Studies
3 Misconceptions
5 Conclusions

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Transcript of "Big Data: Data Marketing Future by John Batistich"

  1. 1. DATA FUTUREtwitter @johnbatistich
  2. 2. Aqueducts
  3. 3. Printing Press
  4. 4. GPS
  5. 5. Web
  6. 6. Mobiles
  7. 7. What. How. Why Transaction + Social + Location 5 Data Trends for Retail 7 Retail Case Studies 3 Misconceptions 5 Conclusions
  8. 8. Big Data is the current term used to describe large volumes and types of information, and its application to managing customer relationships and business performance. ADMA Big Data Taskforce
  9. 9. Matthew Fontaine Maury
  10. 10. Datafied seafarers previous journeys through painstaking manual tabulation unlocking insights & value
  11. 11. More data speed More storage capacity More processing power More production tools More social network usage More online commerce More mobile usage
  12. 12. Only 1% of what could be connected in the world is connected.
  13. 13. 90% of the data ever created was collected in the last 2 years.
  14. 14. Big Data is characterised by Volume, Variety, Velocity & Vitality.
  15. 15. Transforms retail operations, merchandising & marketing creating new assets, strategic partnership, jobs, skills & business systems.
  16. 16. “Big data is about making predictions. It’s now possible to leverage large amounts of messy, real-world data to build predictive models that can find patterns, establish correlations and infer probabilities.” Mayer-Schonberger & Cukier Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier
  17. 17. “Today we have tools (statistics and algorithms) and the equipment (digital processors and storage) necessary to perform similar tasks much faster, at scale, and in many different contexts.” Mayer-Schonberger & Cukier Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier
  18. 18. As connectivity explodes over mobile, ‘internet of things’ & ‘wearable technology’ there will be seismic shifts in how we shop, businesses manage data and how individuals handle their purchase, social and location data.
  19. 19. Connectivity is ever-increasing. By 2020, there will be 200 Billion connected things: 100 Billion processors shipped 3 Billion utility meters 1.5 Billion vehicles
  20. 20. Transforming energy, health, home appliances, media, transportation, security & retail
  21. 21. Wearable technology data for health & fitness monitors, smart watches & glasses emerging
  22. 22. Apple has a patent for collecting data on blood oxygenation, heart rate and body temperature through its audio ear buds Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier
  23. 23. Nike Fuelband
  24. 24. Disney Magic Bands
  25. 25. Data Sources
  26. 26. Browse & purchase behaviour (what, when, where & who) has dominated data acquisition.
  27. 27. Social data provides access to communities and preference data
  28. 28. Brands have access to enormous social data
  29. 29. Facebook could become the next credit & security scoring agency
  30. 30. Social data informing real time content
  31. 31. Source: Google Location data emerging. Context will become the new king.
  32. 32. Understanding location and context data redefines marketing.
  33. 33. New Data Assets & Partnerships
  34. 34. Telefonica Dynamic Insights collects mobile data anonymised & aggregated to define segment behaviour
  35. 35. 5Big Data Trends for Retail
  36. 36. 1. Data Deluge: Building the capability to capture & interpret the rapidly growing volume & variety of data. http://www.retailonlineintegration.com/article/five-big-data-trends-that-are-revolutionizing-retail/2
  37. 37. 2. Integrating Investments: Making investments in new technologies in data warehouses to store more data & improve the speed of data analysis integrating into business systems.
  38. 38. 3. Understanding Attribution: Leveraging cross channel data to identify how customers discover, find, buy, acquire, share experiences & create relationships with retailers to inform content http://www.retailonlineintegration.com/article/five-big-data-trends-that-are-revolutionizing-retail/2
  39. 39. 4. Improving personalisation: Profiling customers to support recommendations that publish personalised contextual content. http://www.retailonlineintegration.com/article/five-big-data-trends-that-are-revolutionizing-retail/2
  40. 40. 5. Privacy: Elevate the consumer experience, provide utility & security or invade my privacy.
  41. 41. 7Case Studies
  42. 42. A third of Amazon’s sales come from personalised recommendations
  43. 43. Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier
  44. 44. Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier
  45. 45. "My daughter got this in the mail! She's still in high school, and you're sending her coupons for baby clothes and cribs? Are you trying to encourage her to get pregnant?" "I had a talk with my daughter, turns out there's been some activities in my house I haven't been completely aware of. She's due in August. I owe you an apology." Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier
  46. 46. Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier
  47. 47. Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier
  48. 48. UPS shaved 30 million miles of its drivers’ routes, saving 3 million gallons of fuel and 30,000 metric tons of carbon dioxide Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier
  49. 49. “Prediction gave us knowledge. But after knowledge is something more: wisdom & clairvoyance. At some point in time, the system will be so smart that it will predict problems and correct them before the user realises anything is wrong” Jack Levis UPS Director of Process Management Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier
  50. 50. 3Misconceptions
  51. 51. 1. More Data Equals Better Decision-Making. http://www.mpdailyfix.com/three-common-misconceptions-about-big-data/
  52. 52. 2. Customer Data Is Better than Team Experience. Both experience and data are valuable when properly collected & evaluated. http://www.mpdailyfix.com/three-common-misconceptions-about-big-data/
  53. 53. 3. Data Eliminates Uncertainty. The belief that uncertainty can ever be eliminated leads to unrealistic expectations, paralysis & frustration. http://www.mpdailyfix.com/three-common-misconceptions-about-big-data/
  54. 54. 5Conclusions
  55. 55. 1. We are all just getting started. Get skilled. Get testing. 2. Transforms retail operations, merchandising & marketing. 3. Integrate browse, transaction, social & location data sources for insight. 4. Helps us understand what, where, when & for whom it is happening but not why. 5. Its about making predictions so we can personalise with scale.
  56. 56. Sources Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier http://www.mpdailyfix.com/three-common-misconceptions-about-big-data/ http://econsultancy.com/au/blog/63594-10-actual-uses-of-big- data?dm_i=LQI%2C1WVQA%2C9O4YLX%2C6V6IE%2C1&utm_campaign=321373 0_930-daily-pulse-uk-2013-10- 17&utm_medium=email&utm_source=Econsultancy http://www.retailonlineintegration.com/article/five-big-data-trends-that-are- revolutionizing-retail/2 http://gigaom.com/2014/03/12/5-things-that-will-remake-big-data-in-the- next-5-years/ Gartner, Cisco & Google
  57. 57. DATA FUTUREtwitter @johnbatistich
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