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Mad Data: How Marketing & Sales are Benefiting from Big Data Platforms
 

Mad Data: How Marketing & Sales are Benefiting from Big Data Platforms

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    Mad Data: How Marketing & Sales are Benefiting from Big Data Platforms Mad Data: How Marketing & Sales are Benefiting from Big Data Platforms Presentation Transcript

    • © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
    • Mad Data: How Marketing & Sales are Benefitting from Big Data Platforms By Jeffrey Eisenberg September 19, 2013 © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
    • © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 3 3
    • © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
    • © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 5 5
    • © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 6 6
    • © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 7
    • © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 8 8
    • © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 9 9
    • “ Big Data Moneyball Success The most important single thing is to focus obsessively on the customer. Our goal is to be earth’s most customercentric company. Jeff Bezos CEO & President of Amazon.com © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
    • © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 11
    • © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 1
    • © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 13
    • Too hard for humans to process © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
    • Big data = Transactions + Interactions + Observations Volume / Velocity / Variety © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
    • Big Data is Not Just Big Big Unstructured Real-time Velocity Volume Terabytes Records Transactions Tables, Files 3 V’s of Big Data Batch Near time Real time Streams Structured Unstructured Semistructured All of the above Variety © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 16
    • One by one, Jeff Bezos carefully assessed the true advantages the internet would give him, and pushed them to their boundaries. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 17
    • Success secrets Continuous Optimization Corporate Agility “ We take those funds that might otherwise be used to shout about our service, and put those funds instead into improving the service. That's the philosophy we've taken from the beginning. If you do build a great experience, customers tell each other about that. Word of mouth is very powerful. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 18
    • © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 19
    • © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 20
    • Reaction in Real Time © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 21
    • If the first CMO challenge is data deluge, the first CIO plan investment 2012 is BI and analytics © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 22
    • Demand for deep analytical talent in the U.S. could be 50%-60% greater than its projected supply by 2018 © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 23
    • Source: Drew Conway © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 24
    • Phase 1 Collect data Phase 2 ? Phase 3 Insights! Results! Profit! © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
    • “ An organization's ability to learn, and translate that learning into action rapidly, is the ultimate competitive advantage. Jack Welch © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 26
    • Analytics Journey What happened? Why it happened? What will happen? How can it happen? © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 27
    • 4 types of tools Reporting Insight Predictive Auto -magic © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
    • © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 29 2
    • © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 30
    • The punch line... © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 31
    • © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 32
    • How Quill works ™ Receives Data Imports internal and external data Creates Story Delivers Insight Uses complex AI algorithms Builds a narrative structure Extracts and organizes key facts and insights Structures to meet audience goals Transforms them into stories, at scale Delivers data-driven answers to important questions Provides advice and powerful insight Presents as a precise, clear narrative © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
    • Chicken Sandwiches were this week’s menu item with average daily sales of 136.7 units. Gross margins on the item declined 21% from the previous week. This is the second week in a row that margins on Chicken Sandwiches have fallen. Bringing the store’s daily sales of Chicken Sandwiches up to the same level as the co-op’s would add about $566 more profit each month. Over a year, that’s an extra $6,828. The store only needs to sell six more units per day to accomplish this. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 34
    • © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 35
    • © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 36
    • © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 37
    • © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 38 3
    • You can’t solve this problem manually. Millions in lost revenue Hundreds of ways to describe them 7 out of 10 search queries are long-tail* 627 possible long-tail queries for iPhone 5 case © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData *Experian & SEO Moz, 2013
    • Consumer interest: 1 2 Cooking steak on a Staub grill pan. Result? Not discovered 3 Photo of steak but not in text. Steak not on the page. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
    • BloomReach.com Analyze Collect Route to/adapt existing page Adapt Create the perfect page Web relevance engine Prioritize Interpret © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
    • Result? Page discovered! Related searches Bistro grill pans Panini grill burner griddles Panini pan press Nonstick grill pans Chicken panini press La Plancha griddle panini Delonghi Panini grill griddle Le Creuset bistro round grill pan Le Staub grill press Related searches: Le Staub Grill within 1 hop Related products Le Creuset bistro round grill Review: My first grill pan. Used it the other day indoors to grill steakd that had been seasoned well. Steaks cooked very evenly. When the steaks were done, I looked at he heavily soiled pan and shook my head as... View product X Close Related products: 5 more contextual instances of steak. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
    • VOLUME 31% increase in natural search traffic, one of the top three fastest growing channels SELECTION Generated 143,000+ new pages VITALITY Over 50% of BloomSearchgenerated visits come from thematic pages © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 43
    • Sales Rk #2 of 20 Promo Free Ship Material Leather Model Mini HL Color Brown Bran d Louis Vuitton Pric e $995 Style Top Handle © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 44
    • TARGETS Beige Gucci bag CLIENT DATA & STRATEGIES LA Intent Extraction (NLP) + Offer Generation (Machine Learning) Semantic Ad Creation The Perfect Message For Every Customer Shared Performance DB © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 45
    • Semantic Understanding Show Best Selling Colors Show # of Colors Apply Dynamic Ad Strategy Louis Vuitton Handbags (luxury brand name) (women’s fashion category) Bagborroworsteal.com/Loui (URL with brand name in it) s-Vuitton Stylish (luxury name brand) (item type) in (number of colors) Stylish LV Handbags in 18 2) like (best-selling color 1) and (best-selling color Colors like Turquoise and Red © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 46
    • Louis vuitton handbags Handbag Louis Vuitton www.amazon.com Buy handbag louis vuitton at Amazon! Qualified orders over $25 ship free DataPop + BBOS = 3,000 Unique ads Louis Vuitton Handbags Bagborroworsteal.com/LouisVuitton Stylish LV Handbags in 18 Colors like Turquoise and Red Results: 2x Conversion Rate 6% Lower CPA © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
    • © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
    • How does Runa help? Provides a competitive edge against Amazon Runa Amazon Perfect offer Amazon dynamic pricing Shipping Perfect shipping Amazon prime Selection Perfect bundle Amazon frequently bought together Payment Pay with points Amazon pay with Amex points Price © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 49
    • © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
    • © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
    • FOLD © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
    • © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
    • © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
    • The Money is in the Data! © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 55 5
    • 7 Steps to Big Data Success 1 Don’t get caught up in the hype and jargon 2 Identify the questions and problems you need to solve 3 Map valuable data inside & outside your organization 4 Prepare your organization to see the new landscape 5 Share case studies of others successful uses 6 Look for updates around automation & “Black Box” 7 Always remain open to experimentation © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
    • Thank You! Jeffrey Eisenberg www.UseTheData.com bryan@bryaneisenberg.com 347-469-1090 Some images provided by Shutterstock © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData