L watson how the era of big data is changing the practice of digital marketing 27-mar-13

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L watson how the era of big data is changing the practice of digital marketing 27-mar-13

  1. 1. How the Big-Data Era is ChangingDigital Marketing 27 March 2013 Lisa Watson Regional Segment Development Manager, HP PPS GSB APJ Chairman, Direct Marketing Association of Singapore© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  2. 2. My Remarks This Afternoon Big Data Demystified What Big Data Means for Consumers How Big Data Changes the Marketer‘s World © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 2
  3. 3. So What’s Big Data All About?© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 3
  4. 4. What is Big Data? 2 billion hits (0.37 seconds) Wikipedia SAS Oracle IBM © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 4
  5. 5. Wikipedia Has a Great Definition © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 5
  6. 6. How Big is Big? © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 6
  7. 7. How Big is Big? © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 7
  8. 8. How Big is Big? © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 8
  9. 9. Big Data Makes Every Data Activity More Important Collection Storage Use © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 9
  10. 10. After All … … almost no interaction today, commercial or otherwise, is even thinkable without an exchange of information or data taking place © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 10
  11. 11. My Remarks This Afternoon Big Data Demystified What Big Data Means for Consumers How Big Data Changes the Marketer‘s World © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 11
  12. 12. Consumers Are Not Exactly Happy… privacyinternational.org © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 12
  13. 13. A Terrible Story for a Teenager © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 13
  14. 14. 15 January: Facebook News © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 14
  15. 15. 15 January: 584 million hits © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 15
  16. 16. 11 March: More Facebook News © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 16
  17. 17. 19 March: Data News #1 © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 17
  18. 18. 19 March: Data News #1 © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 18
  19. 19. 20 March: Data News #2 © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 19
  20. 20. The Story of the Pig Barn… © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 20
  21. 21. The Story of the Pig Barn… If you’re not paying for it, you’re not the customer; you’re the product being sold © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 21
  22. 22. What This Means for Marketers The customer is integral to our business value © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 22
  23. 23. My Remarks This Afternoon Big Data Demystified What Big Data Means for Consumers How Big Data Changes the Marketer‘s World © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 23
  24. 24. Big Data Makes Every Data Activity More Important Collection Storage Use © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 24
  25. 25. This Sounds Great, BUT the Old Way of Marketing is Over… © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 25
  26. 26. Because the Customer’s World Has Changed More information More POWER More choice © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 26
  27. 27. This Happened on Facebook Jan 2013© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 27
  28. 28. We Want a Puppy 7 hours! © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 28
  29. 29. 5 days© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 29
  30. 30. Marketers Must Move from VOLUME to VALUE VOLUME VALUE Mass Personalization & Communication Customization The RIGHT Customer The RIGHT Product Relevance The RIGHT Channel The RIGHT Time The RIGHT Message © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 30
  31. 31. For Marketers, (Big) Data is Oxygen!  Personalized  Targeted  Customized  Accountable © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 31
  32. 32. Personalization Can Be Simple © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 32
  33. 33. My Favorite Example… MY Name! © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 33
  34. 34. Personalization & Customization Work Together © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 34
  35. 35. Eric vs Erin: The Gifts are Personalized & Customized © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 35
  36. 36. Why Personalization & Customization MatterResponse Rates Increase Typical response rates, static and personalized campaigns (Data source: Caslon analysis of PODi and DMA data) 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% Direct sale Campaign objective Lead generation Lead nurture Loyalty Fundraising Copyright 2008 Caslon & Co. DMA (static) PODi (personalized) © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 36
  37. 37. A World-Class Example … with a Twist!© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 37
  38. 38. Colruyt Group © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 38
  39. 39. Colruyt Stores – BelgiumGuaranteed lowest price in marketNo advertisingThey have specials every 2 weeks FOR MEMBERS ONLY2.1 million members receive mailings twice a month © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 39
  40. 40. Colruyt Stores - Belgium Selected for 32 pages Great Prices 4 pages You © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 40
  41. 41. Results – Part 1On top of their lowest price guarantee for each product at every moment, theyprovide MORE: – Efficiency: • Concentrating useful promotions in smaller document  less time & effort to plan • Make sure customers obtain maximal benefit  especially over longer periods – Sustainability: • Greener promotions: 1.600.000 * 16 pages * 26 leaflets = 665.600.000 pages saved – Servicability: • Helping customers choose & gain time by limiting the number of coupons= Basics of Colruyt communication © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 41
  42. 42. Results – Part 2 More HH use coupons More coupons used per HH More € spent per HH © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 42
  43. 43. Linking Print & Pixels – The World of O2O (Offline to Online)Definition Offline 2 Online or Online 2 OfflineWhy $$$$$$$$$Impact Bridges the Great Digital DivideScope QR Codes Security measures Augmented Reality © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 43
  44. 44. So, the Key to Successful Marketing is Building Trust © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 44
  45. 45. When Trust is Lost, the Consequences can be Serious… © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 45
  46. 46. So, in Summary…Big Data is both good & bad news for marketers – it means both opportunity & responsibility Consumers have a love-haterelationship with Big Data – used well, result is Customer Delight! In the end, to be successful BigData needs Big Trust – which we, as marketers must EARN! © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 46
  47. 47. Thank you Lisa Watson Regional Segment Development Manager, HP PPS GSB APJ Chairman, Direct Marketing Association of Singapore lisa1.watson@hp.com© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

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