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.

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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Big Data: Data Marketing Future by John Batistich Big Data: Data Marketing Future by John Batistich Presentation Transcript

  • 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 Conclusions
  • 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
  • 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 commerce More mobile usage
  • 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 & business systems.
  • “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
  • “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
  • 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.
  • 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
  • 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 Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier
  • 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.retailonlineintegration.com/article/five-big-data-trends-that-are-revolutionizing-retail/2
  • 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.
  • 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
  • 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
  • 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? 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
  • 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 dioxide Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier
  • “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
  • 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. http://www.mpdailyfix.com/three-common-misconceptions-about-big-data/
  • 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/
  • 5Conclusions
  • 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.
  • 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
  • DATA FUTUREtwitter @johnbatistich