Your SlideShare is downloading. ×
Consumer insights through big data analytics
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Consumer insights through big data analytics

452
views

Published on

Big Data Talk at Cyberjaya, 26 Feb 2014

Big Data Talk at Cyberjaya, 26 Feb 2014

Published in: Technology

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
452
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
27
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Big Data Practice Consumer Insights through Big Data Analytics Chee-Chan Keng Head of Product Development Experian Marketing Services (Hitwise) 26th February 2014 ©2014 ©2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or regi stered trademarks of registered Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public.
  • 2. Who We Are Experian | Experian Marketing Services | Hitwise ©2014 Experian Inc. All rights reserved. Experian Public. 2
  • 3. Experian Overview Experian, a $4.7 billion (USD) information solutions provider listed on the London Stock Exchange Credit Services Consumer credit Business information Transaction processing Automotive services Insurance services Decision Analytics Credit analytics and decision support software Fraud solutions Marketing Services Consumer Services Data and data management Research services Digital services Business strategies Consumer direct services Lead generation 300+ staffs in Cyberjaya ©2014 Experian Inc. All rights reserved. Experian Public. 3
  • 4. About Experian & Marketing Services Experian is the leader in global information services Marketing Services Sales of US $1 billion Target ©2014 Experian Inc. All rights reserved. Experian Public. 17,000 employees in 40 countries servicing over 100,000 clients Marketing Services CheetahMail, MIS, Mosaic, Simmons, QAS, Hitwise Engage Helps marketers through consumer insights, targeting, and cross-channel marketing Convert 4
  • 5. A Selection of the 1,500+ Companies associated with Experian Marketing Services
  • 6. Experian Hitwise  Experian Hitwise is the leading competitive intelligence service, giving marketers a competitive advantage when planning, monitoring and measuring marketing campaigns  Leverages partnerships with multiple ISPs and Opt-In Panels to monitor consumer behaviour as they visit online websites – every day  25 million Internet users (10m in the US) ► The largest sample measured every day  1,000,000+ online businesses  160+ industry categories  Methodology and data audited by PricewaterhouseCoopers ©2014 Experian Inc. All rights reserved. Experian Public. 6
  • 7. Marketing Campaigns The challenge to target the right audience segments ©2014 Experian Inc. All rights reserved. Experian Public. 7
  • 8. Consumer Insights through the world’s largest sample of Internet users Audience Segmentation ©2014 Experian Inc. All rights reserved. Experian Public. 8
  • 9. Target, Engage, Convert ► ► ► Target and profile segments that present the best opportunity for growth now and in the future  Audience Segmentation Engage consumers with compelling messaging, media mix and timing Convert more visitors having attracted more qualified audience ©2014 Experian Inc. All rights reserved. Experian Public. 9
  • 10. Getting your Target audience in sight Identify and Profile Your Best Customer ©2014 Experian Inc. All rights reserved. Experian Public. Find More of Them Understand Everything You Can about them 10
  • 11. Segmentation – Multiple layered data matching  Custom segmentation, demographics and lifestyle analysis  Identify and interact with your audience ©2014 Experian Inc. All rights reserved. Experian Public. 11
  • 12. Hitwise – Big Data Technology ©2014 Experian Inc. All rights reserved. Experian Public. 12
  • 13. What it takes to maintain world's largest sample of online consumer behavior • 4 TB data • 6 billion URLs • 400 million domains Processed output per day Hadoop Cluster • 60TB in Hadoop • 24 billion rows in largest table • 190 billion row Data Mart Infrastructure • 1000+ Cores • 7TB+ RAM • 850TB+ Storage ©2014 Experian Inc. All rights reserved. Experian Public. 13
  • 14. Latest Technologies Stack Presentation Data warehouse Data Processing ©2014 Experian Inc. All rights reserved. Experian Public. 14
  • 15. Benefits of Hadoop • • • Cluster setup and scalable. Parallel processing. Output is platform independent. ©2014 Experian Inc. All rights reserved. Experian Public. 15
  • 16. Benefits of Greenplum • • • • Cluster setup and scalable. Parallel processing. Data is partitioned. Schema is OLAP friendly. ©2014 Experian Inc. All rights reserved. Experian Public. 16
  • 17. Why Tableau • • • • • Cluster setup Drag and drop No programming required In-memory database Tons of stunning visualization ©2014 Experian Inc. All rights reserved. Experian Public. 17
  • 18. Gartner Magic Quadrant for BI Platform 2014 • • • • ©2014 Experian Inc. All rights reserved. Experian Public. Leader in "Ability to Execute". Tableau is easy to use and fast to deploy business intelligence software that virtually anyone can use. People easily create and share reports, dashboards and visualizations all within the dictates and protocols of IT. Tableau content is even automatically optimized for mobile users. 18
  • 19. Good Stuff for technology stack • • • • Scalable Better performance Speed to market Support Services ©2014 Experian Inc. All rights reserved. Experian Public. 19
  • 20. Hitwise Consumer Insights Case Study ©2014 Experian Inc. All rights reserved. Experian Public. 20
  • 21. Hitwise Case Study 1 Insights Driven Marketing Messages Online Travel Agency: The client was interested in identifying travel preferences and needs of three customer segments. Aim was to then design bespoke Example 1 targeting messages that would cater to each segment’s individual requirements and liking. ©2014 Experian Inc. All rights reserved. Experian Public. 21
  • 22. Segment Definitions Identify high value segments using first party data and find lookalikes Group B Group O These three segments were defined within Hitwise data warehouse and their behaviour was analysed against average online UK population (i.e. everyone in the sample) ©2014 Experian Inc. All rights reserved. Experian Public. Group A 22
  • 23. Destinations Understand popular destinations searched by each Group Group A Group B Group O • Domestic • Domestic • Domestic • London • Edinburgh • Glasgow • International • • • • • Paris Dubai Barcelona Rome Venice ©2014 Experian Inc. All rights reserved. Experian Public. • Manchester • York • Edinburgh • International • • • • • France Spain Italy Dubai Australia • London • Edinburgh • Glasgow • International • • • • • Paris Amsterdam Dubai Berlin Singapore 23
  • 24. Travel Searches – Summary Identify specialised travel needs and travel themes Likelihood of searching for specific travel related themes Group A Group B Group O luxury restaurant family flights hotels deal holidays all inclusive cheap Less Likely More Likely ©2014 Experian Inc. All rights reserved. Experian Public. 24
  • 25. Bespoke Email Illustration Designed for Group B Design personalized communication Destinations ©2014 Experian Inc. All rights reserved. Experian Public. 25
  • 26. Hitwise Case Study 2 Insights Driven Product Strategy Photo Products Company: The client was interested in understanding differences in behaviours of frequent and infrequent visitors to its own website. It also wanted to Example 2 compare these two groups against those who visit competitors but don’t visit client's website. Analysis was done for multiple markets ©2014 Experian Inc. All rights reserved. Experian Public. 26
  • 27. Segment Definitions Visitors to Client’s Website Visitors to competitor websites 2 Infrequent Visitors 1 or 2 visits to Client’s website Frequent Visitors 1 3 or more visits to Client’s website Excluding Client’s Website Exclusive Competitor Visitors 3 ©2014 Experian Inc. All rights reserved. Experian Public. These three segments were defined within Hitwise data warehouse and their behaviour was analysed against average online UK population (i.e. everyone in the sample) 27
  • 28. Product Popularity - UK Calendars are the most searched for both Photo cards are more popular for products by all three audience Client website frequent Share of productand infrequentsegments – Photo books are more popular for related searches that drive traffic to the Competitive Set aboutvisitors but not so for the exclusive 3 in 10 product searches are both Client segments than exclusive calendar related competitor visitors Photo Phone Case Invitations competitor visitors Business Cards Photo Cards Calendars Photo Books T-Shirt Printing Mugs Other Frequent Visitors 28% 16% Infrequent Visitors 28% 15% Exclusive Competitors Visitors Cards 15% 14% 7% 6% 6% 7% 6% 6% 4% 4% 2% 5% 4% 3% 12% 12% Photo Phone Cases are 1.5 times more Exclusive competitor visitors are about popular amongst the exclusive competitor twice as likely to search for Business visitors than the two Client website visitor Cards and T-Shirt Printing than the two segments Client website visitor segments 30% ©2014 Experian Inc. All rights reserved. Experian Public. 11% 15% 5% 2% 9% 6% 8% 5% 8% 28
  • 29. Product Popularity - US Invitations are about twice as popular within the infrequent and exclusive competitor visitors than the frequent visitors Calendars are more popular for both Photo cards and cards Client segments than those who visit are the most Share Client website competitor websites searches visit Clienttraffic to the Competitive Set searched for products by of product related but don’t that drive website at all visitors - frequent visitors are more likely T Shirt Printing Calendars to search for these than infrequent visitors Photo Books Cards Photo Cards Gift & Presents Invitations Other Frequent Visitors 28% Infrequent Visitors 18% 27% 20% 9% 15% 7% 8% 6% 5% 2% 5% 7% 3% 2% 2% 2% 5% 12% 15% Photo Phone Cases Exclusive competitor visitors are more are 6x and 2.5x more popular for T-Shirt than twice as likely to searchamongst the exclusive competitor visitors than two Printing and Business Cards than thefrequent and infrequent visitors respectively Client website visitor segments (similar to Exclusive Competitors Visitors UK)) 4% 23% 17% 3% 15% 1% 11% Business Cards ©2014 Experian Inc. All rights reserved. Experian Public. 5% 12% 9% Photo Phone Case 29
  • 30. Insights Driven Product Strategy  Photo books are more popular within Client visitors than Exclusive Competitor Visitors in all three markets. However, US is a completely different market as photo books are not as popular in general.  Photo Phone Cases, T-Shirt Printing and Business Cards are more popular amongst the exclusive competitor visitors than the two Client visitor segments - potential product gaps (common theme across both markets). ©2014 Experian Inc. All rights reserved. Experian Public. 30
  • 31. Regional Distribution of Frequent Visitors Frequent visitors are more likely to be found on East coast of US Frequent Visitors ©2014 Experian Inc. All rights reserved. Experian Public. 31
  • 32. Big Data Practice – Closing Remarks Start with a problem Focus on solution Distributed data Be agile Actionable insights ©2014 Experian Inc. All rights reserved. Experian Public. • Start with the problem that needs to be solved / outcome that needs to be achieved • It’s not only about data size and speed • Big Data does not mean all data needs to be stored in one place only • Start with simple solution design and be ready to scale the design when needed • Without proper processing and interpretation talents, Big Data is just taking up space 32
  • 33. Questions? ©2014 Experian Inc. All rights reserved. Experian Public. 33