What is Big Data and How can you Use it?
A cluster of existing technologies, combined in an innovative manner.
Takeaways from 250k 3/13 w Incisive Media Survey
Everybody is measuring everything - few have good common understanding of Words
70% Don’t know what Real Time Means
82% Say they have “Multi Channel” but definitions very
One Third On/Off line; One Third Enterprise Silos; One Third Digital only
(SEO, PPC, Display, etc.)
Total transformation of digital marketing with Impact of Google UA, GA, Tags, Attribution
and Predictive layers
Expertise more in demand than ever
Look for more predictive and self-learning apps
Big Data: Common Characteristics
Impact of Big Data – Remember the New 4 Ps
Marketing becomes more central to organizational success
#1 People More Important Than Ever
New Roles – CDO, CIO, CCO, C Mobile Officer –
Blend of Acquire/Convert/Retain Skills – More like Game
Skills do not exist today (Content Engineer) – Universities do a poor job
#2 Process - Customers Running as Fast as They Can –
no one rule today.
• Breakdown of Organizational Silos as new roles emerge
• Where does budget sit?
• Who services whom?
• What are the organizational KPIs?
#3 Purpose What are your objectives?
Clearly Define them
Start with a Small Project!
#1 Platform - No One stands Out
Differentiation is a challenge for vendors