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

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  • 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. 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. 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. 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. 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. How Big is Big? © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 6
  • 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. How Big is Big? © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 8
  • 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. 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. 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. 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. 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. 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 January: 584 million hits © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 15
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 5 days© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 29
  • 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. 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. Personalization Can Be Simple © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 32
  • 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. Personalization & Customization Work Together © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 34
  • 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. 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. 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. Colruyt Group © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 38
  • 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. 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. 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. 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. 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. 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. 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. 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. 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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