BIG DATA in MARKETING
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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.

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 Presentation Transcript

  • 1. BIG DATA
  • 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. BIG DATAWHERE ARE WE NOW THE AGE OF THE INFORMED CONSUMER
  • 4. BIG DATAWHERE ARE WE NOW THE DEVICE REVOLUTION
  • 5. BIG DATAWHERE ARE WE NOW FRAGMENTED MEDIA
  • 6. BIG DATAWHERE ARE WE NOW THE NEW CURRENCY IN MARKETING
  • 7. BIG DATAIN MARKETING If we talk about marketing we think about
  • 8. BIG DATAIN MARKETING and not about this
  • 9. BIG DATAIN MARKETING BUT BE AWARE BIG DATA IS MARKETERS BEST FRIEND
  • 10. thethe rightright messagemessage BIG DATAIN MARKETING to theto the rightright personperson at theat the rightright timetime for thefor the rightright priceprice
  • 11. BIG DATAIN MARKETING APPLY SCIENCE TO MARKETING COMMUNICATIONS IN ORDER TO BETTER UNDERSTAND THE TARGET AUDIENCE
  • 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. BIG DATAin Relation to Marketing • Facebook • Google • Twitter • Youtube • Cellphone networks DIGITAL NETWORKS
  • 14. BIG DATA SENSORS • Mobile phone • Sleep tracker • GPS • Pulse sensor in Relation to Marketing
  • 15. BIG DATA DATA CAPTURING TECHNOLOGY • Online survey • Google Analytics • Kissmetrics • Luckyorange in Relation to Marketing
  • 16. BIG DATA what do companies do with data already? AS A CONSUMER YOU GENERATE DATA
  • 17. BIG DATA BIG DATA ON ASMALL SCALE AS A CONSUMER
  • 18. BIG DATAAS A CONSUMER
  • 19. BIG DATA THINGS CHANGE AS A MARKETER IF YOU USE BIG DATA
  • 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. BIG DATAFOR MARKETERS BIG DATA IN MARKETING IS MORE ABOUT THE CUSTOMER THAN ABOUT THE PRODUCT
  • 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. 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. BIG DATANOW AND THEN NOWNOW THENTHEN WE MEASURE CLICK RATES ON BANNERS Multiple banners and test out what works where and when
  • 25. BIG DATA IT GIVES YOU AN ADVANTAGE You measure all things and adjust in realtime NOW AND THEN
  • 26. BIG DATA CAMPAIGNS ARE DEAD THE NEW RULE IS A CONTINUOUS Dialogue NOW AND THEN
  • 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. BIG DATANOW AND THEN NOWNOW THENTHEN BRAND AWARENESS KPIs “HARD NUMBERS” ROI
  • 29. BIG DATA BIG DATA IN MARKETING IS NOT ABOUT BIG QUANTITATIVE NUMERS IT’S ABOUT MEANINGFUL QUALITATIVE NUMBERS FOR MARKETERS
  • 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. 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. BIG DATAEXAMPLES WHAT CAN BE DONE WITH THE DATA COLLECTED?
  • 33. BIG DATAEXAMPLES WHERE DID THEY GET THE INFORMATION?
  • 34. BIG DATAEXAMPLES YOU SEARCH FOR A NEW FLAT FOR WHICH BRAND COULD THIS INFO BE RELEVANT ?
  • 35. BIG DATA SOME FUN GAMES WITH BIG DATA THANKS TO GOOGLE GOOGLE TRENDS
  • 36. BIG DATAGOOGLE TRENDS
  • 37. BIG DATAGOOGLE TRENDS Weisswurst / Bockwurst / Thüringer Berlin / Bockwurst Munich / Weisswurst Thüring / Thüringer
  • 38. BIG DATA Gösser / Wieselburger / Stiegl / Ottakringer / Zipfer / Desperados HOW RETAILER CAN USE DATA 1 2 3 4 5 6
  • 39. BIG DATA BUT NEVER FORGET ALL THE DATA YOU COLLECT IS WORTHLESS IF YOU DO NOT LINK UP DIFFERENT SOURCES
  • 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. THANKTHANK YOUYOU