BIG DATA
BIG DATAin Relation to Marketing
WHO AM I
Juergen Hoebarth
upper Austria / Vienna / Hong Kong
worked for / with / in agenc...
BIG DATAWHERE ARE WE NOW
THE AGE OF THE
INFORMED CONSUMER
BIG DATAWHERE ARE WE NOW
THE DEVICE REVOLUTION
BIG DATAWHERE ARE WE NOW
FRAGMENTED MEDIA
BIG DATAWHERE ARE WE NOW
THE NEW CURRENCY
IN MARKETING
BIG DATAIN MARKETING
If we talk about marketing we think about
BIG DATAIN MARKETING
and not about this
BIG DATAIN MARKETING
BUT BE AWARE
BIG DATA IS
MARKETERS BEST
FRIEND
thethe
rightright
messagemessage
BIG DATAIN MARKETING
to theto the
rightright
personperson
at theat the
rightright
timetim...
BIG DATAIN MARKETING
APPLY SCIENCE TO MARKETING
COMMUNICATIONS IN ORDER TO BETTER
UNDERSTAND THE TARGET AUDIENCE
BIG DATAWHAT IS BIG DATA
BIG DATA DESCRIBES THE EVER INCREASING
AMOUNT OF RAW DATA AND INFORMATION
GENERATED BY DIGITAL NE...
BIG DATAin Relation to Marketing
• Facebook
• Google
• Twitter
• Youtube
• Cellphone networks
DIGITAL NETWORKS
BIG DATA
SENSORS
• Mobile phone
• Sleep tracker
• GPS
• Pulse sensor
in Relation to Marketing
BIG DATA
DATA CAPTURING TECHNOLOGY
• Online survey
• Google Analytics
• Kissmetrics
• Luckyorange
in Relation to Marketing
BIG DATA
what do companies do with data already?
AS A CONSUMER YOU GENERATE DATA
BIG DATA
BIG DATA ON ASMALL SCALE
AS A CONSUMER
BIG DATAAS A CONSUMER
BIG DATA
THINGS CHANGE
AS A MARKETER IF YOU USE BIG DATA
BIG DATA
Qualitative Research
The Big Idea
The Creative Campaign
Campaign Planning
Channel Planning
Eye Balls
Believe
A/B ...
BIG DATAFOR MARKETERS
BIG DATA IN MARKETING IS MORE ABOUT THE
CUSTOMER THAN ABOUT THE PRODUCT
BIG DATANOW AND THEN
NOWNOW THENTHEN
DRINK THIS AND YOU WILL FEEL GOOD
FIND CUSTOMERS WHO ARE HIGHLY ACTIVE
IN SPORTS, ADR...
BIG DATANOW AND THEN
NOWNOW THENTHEN
MAKE A CAMPAIGN, THE STRATEGY, THE AD FORMAT AND
THAN RUN THE CAMPAIGN
Make - Listen ...
BIG DATANOW AND THEN
NOWNOW THENTHEN
WE MEASURE CLICK RATES ON BANNERS Multiple banners and test out what works where and ...
BIG DATA
IT GIVES YOU AN ADVANTAGE
You measure all things and
adjust in realtime
NOW AND THEN
BIG DATA
CAMPAIGNS ARE DEAD
THE NEW RULE
IS A CONTINUOUS Dialogue
NOW AND THEN
BIG DATA
So that you get the best creative ideabacked by data about who your existingand potential customer is and how tor...
BIG DATANOW AND THEN
NOWNOW THENTHEN
BRAND AWARENESS KPIs “HARD NUMBERS”
ROI
BIG DATA
BIG DATA IN MARKETING IS NOT
ABOUT BIG QUANTITATIVE
NUMERS
IT’S ABOUT MEANINGFUL
QUALITATIVE NUMBERS
FOR MARKETERS
BIG DATA
- MORE VISITORS DOES NOT EQUAL MORE SALES
IT’S THE QUALITY THAT IS MEANINGFUL
- MORE REACH THROUGH ADS DOES NOT E...
BIG DATA
PROACTIVE
- searching keyword
- retargeting
converting existing demand
on the market
ACTIVE
- build custom audien...
BIG DATAEXAMPLES
WHAT CAN BE DONE WITH THE DATA COLLECTED?
BIG DATAEXAMPLES
WHERE DID THEY GET THE INFORMATION?
BIG DATAEXAMPLES
YOU SEARCH FOR A NEW FLAT
FOR WHICH BRAND COULD THIS INFO BE RELEVANT ?
BIG DATA
SOME FUN GAMES
WITH BIG DATA
THANKS TO GOOGLE
GOOGLE TRENDS
BIG DATAGOOGLE TRENDS
BIG DATAGOOGLE TRENDS
Weisswurst / Bockwurst / Thüringer
Berlin / Bockwurst Munich / Weisswurst Thüring / Thüringer
BIG DATA
Gösser / Wieselburger / Stiegl / Ottakringer / Zipfer / Desperados
HOW RETAILER CAN USE DATA
1 2 3
4 5 6
BIG DATA
BUT NEVER FORGET ALL THE DATA YOU
COLLECT IS
WORTHLESS IF YOU DO NOT LINK UP
DIFFERENT SOURCES
BIG DATAHEAVEN FOR A “BIG DATA MARKETER”
BE AWARE IF YOU USE BIG DATA IN MARKETING
THE CAMPAIGN PROCESS HAS TO CHANGE AS W...
THANKTHANK
YOUYOU
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BIG DATA in MARKETING

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This is a presentation about BIG DATA in Marketing. And How Marketing will change and has to change when BIG DATA is applied.

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BIG DATA in MARKETING

  1. 1. BIG DATA
  2. 2. BIG DATAin Relation to Marketing WHO AM I Juergen Hoebarth upper Austria / Vienna / Hong Kong worked for / with / in agencies Startups / Marketing Cofounder of RealLifeConnect
  3. 3. BIG DATAWHERE ARE WE NOW THE AGE OF THE INFORMED CONSUMER
  4. 4. BIG DATAWHERE ARE WE NOW THE DEVICE REVOLUTION
  5. 5. BIG DATAWHERE ARE WE NOW FRAGMENTED MEDIA
  6. 6. BIG DATAWHERE ARE WE NOW THE NEW CURRENCY IN MARKETING
  7. 7. BIG DATAIN MARKETING If we talk about marketing we think about
  8. 8. BIG DATAIN MARKETING and not about this
  9. 9. BIG DATAIN MARKETING BUT BE AWARE BIG DATA IS MARKETERS BEST FRIEND
  10. 10. thethe rightright messagemessage BIG DATAIN MARKETING to theto the rightright personperson at theat the rightright timetime for thefor the rightright priceprice
  11. 11. BIG DATAIN MARKETING APPLY SCIENCE TO MARKETING COMMUNICATIONS IN ORDER TO BETTER UNDERSTAND THE TARGET AUDIENCE
  12. 12. BIG DATAWHAT IS BIG DATA BIG DATA DESCRIBES THE EVER INCREASING AMOUNT OF RAW DATA AND INFORMATION GENERATED BY DIGITAL NETWORKS, SENSORS AND DATA CAPTURING TECHNOLOGY
  13. 13. BIG DATAin Relation to Marketing • Facebook • Google • Twitter • Youtube • Cellphone networks DIGITAL NETWORKS
  14. 14. BIG DATA SENSORS • Mobile phone • Sleep tracker • GPS • Pulse sensor in Relation to Marketing
  15. 15. BIG DATA DATA CAPTURING TECHNOLOGY • Online survey • Google Analytics • Kissmetrics • Luckyorange in Relation to Marketing
  16. 16. BIG DATA what do companies do with data already? AS A CONSUMER YOU GENERATE DATA
  17. 17. BIG DATA BIG DATA ON ASMALL SCALE AS A CONSUMER
  18. 18. BIG DATAAS A CONSUMER
  19. 19. BIG DATA THINGS CHANGE AS A MARKETER IF YOU USE BIG DATA
  20. 20. BIG DATA Qualitative Research The Big Idea The Creative Campaign Campaign Planning Channel Planning Eye Balls Believe A/B & Multi Hyp The Minimal Via Validatio Scenari User Unde TRADITIONTRADITION ALAL NEWNEW FOR MARKETERS
  21. 21. BIG DATAFOR MARKETERS BIG DATA IN MARKETING IS MORE ABOUT THE CUSTOMER THAN ABOUT THE PRODUCT
  22. 22. BIG DATANOW AND THEN NOWNOW THENTHEN DRINK THIS AND YOU WILL FEEL GOOD FIND CUSTOMERS WHO ARE HIGHLY ACTIVE IN SPORTS, ADRESS THEM WITH THE RIGHT MESSAGE ABOUT THE NEEDS THEY HAVE
  23. 23. BIG DATANOW AND THEN NOWNOW THENTHEN MAKE A CAMPAIGN, THE STRATEGY, THE AD FORMAT AND THAN RUN THE CAMPAIGN Make - Listen - Iterate - Listen - Iterate
  24. 24. BIG DATANOW AND THEN NOWNOW THENTHEN WE MEASURE CLICK RATES ON BANNERS Multiple banners and test out what works where and when
  25. 25. BIG DATA IT GIVES YOU AN ADVANTAGE You measure all things and adjust in realtime NOW AND THEN
  26. 26. BIG DATA CAMPAIGNS ARE DEAD THE NEW RULE IS A CONTINUOUS Dialogue NOW AND THEN
  27. 27. BIG DATA So that you get the best creative ideabacked by data about who your existingand potential customer is and how toreach him NOW AND THEN
  28. 28. BIG DATANOW AND THEN NOWNOW THENTHEN BRAND AWARENESS KPIs “HARD NUMBERS” ROI
  29. 29. BIG DATA BIG DATA IN MARKETING IS NOT ABOUT BIG QUANTITATIVE NUMERS IT’S ABOUT MEANINGFUL QUALITATIVE NUMBERS FOR MARKETERS
  30. 30. BIG DATA - MORE VISITORS DOES NOT EQUAL MORE SALES IT’S THE QUALITY THAT IS MEANINGFUL - MORE REACH THROUGH ADS DOES NOT EQUAL MORE BRAND AWARENESS IT’S ABOUT THE PEOPLE YOU REACH FOR MARKETERS
  31. 31. BIG DATA PROACTIVE - searching keyword - retargeting converting existing demand on the market ACTIVE - build custom audiences - find high value new customers stimulating new demand, branding future demand FOR MARKETERS
  32. 32. BIG DATAEXAMPLES WHAT CAN BE DONE WITH THE DATA COLLECTED?
  33. 33. BIG DATAEXAMPLES WHERE DID THEY GET THE INFORMATION?
  34. 34. BIG DATAEXAMPLES YOU SEARCH FOR A NEW FLAT FOR WHICH BRAND COULD THIS INFO BE RELEVANT ?
  35. 35. BIG DATA SOME FUN GAMES WITH BIG DATA THANKS TO GOOGLE GOOGLE TRENDS
  36. 36. BIG DATAGOOGLE TRENDS
  37. 37. BIG DATAGOOGLE TRENDS Weisswurst / Bockwurst / Thüringer Berlin / Bockwurst Munich / Weisswurst Thüring / Thüringer
  38. 38. BIG DATA Gösser / Wieselburger / Stiegl / Ottakringer / Zipfer / Desperados HOW RETAILER CAN USE DATA 1 2 3 4 5 6
  39. 39. BIG DATA BUT NEVER FORGET ALL THE DATA YOU COLLECT IS WORTHLESS IF YOU DO NOT LINK UP DIFFERENT SOURCES
  40. 40. BIG DATAHEAVEN FOR A “BIG DATA MARKETER” BE AWARE IF YOU USE BIG DATA IN MARKETING THE CAMPAIGN PROCESS HAS TO CHANGE AS WELL Make - Listen - Iterate - Listen - Iterate.....
  41. 41. THANKTHANK YOUYOU
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