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In this era of big data, the role of marketing is constantly evolving - from monologues to dialogues, from customer satisfaction to customer delight! Through this presentation, Kiran Ajbani, Sr. ...

In this era of big data, the role of marketing is constantly evolving - from monologues to dialogues, from customer satisfaction to customer delight! Through this presentation, Kiran Ajbani, Sr. Consultant at SAS India, brings into perspective the importance of data-driven marketing and the need to transform in the digital age.

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Big Digital Marketing Big Digital Marketing Presentation Transcript

  • Copyright © 2014, SAS Institute Inc. All rights reserved. make connections • share ideas • be inspired BIG DIGITAL MARKETING Kiran Ajbani Customer Intelligence
  • Copyright © 2012 SAS Institute Inc. All rights reserved. HOW BIG IS BIG DATA?  Volume of data is expanding at an incredible rate 15 1.5 30 24 Billion facebook photos in 2009 JUST -Petabytes of Information Major telecom carrier transfers through its networks each day Google’s daily processing Source:-Wikipedia
  • Copyright © 2012 SAS Institute Inc. All rights reserved. HOW FAST IS DIGITAL ADOPTION  INDIA is one of the fastest growing markets for Mobile and Internet Penetration  Expansion of the digital channels  Demand for quick and intelligent Marketing Target:- 800 million mobile users by 2015 Actual:- 800 million mobile users by 2011 Times of India :- By October, the nation had crossed the 200 million mark. The report estimates 243 million internet users in the country by June 2014, overtaking the US world's second largest internet base Channels Web Email Mobile Blogs/Forums Social
  • Copyright © 2012 SAS Institute Inc. All rights reserved.
  • Copyright © 2012 SAS Institute Inc. All rights reserved. KEY CONSIDERATIONS
  • Copyright © 2012 SAS Institute Inc. All rights reserved. Marketing Evolution WHERE WE STARTED Method of Interaction:- BROADCASTING Strategy:- SPRAY & PRAY Channels:- TV Newspaper Radio Messaging:- Product Specifications
  • Copyright © 2012 SAS Institute Inc. All rights reserved. ERA:- Print & Television
  • Copyright © 2012 SAS Institute Inc. All rights reserved. Marketing Evolution WHERE WE EVOLVED Method of Interaction:- BROADCASTING & COMMUNICATING Strategy:- SHOUT & REACH OUT Channels:- TV Newspaper Radio + Direct Mails E-mails Call Centers SMS-Just Beginning Messaging:- Product Specifications & Brand Experience
  • Copyright © 2012 SAS Institute Inc. All rights reserved. ERA:- Print & Television Supplemented by E-mail and Direct Marketing
  • Copyright © 2012 SAS Institute Inc. All rights reserved. Organization Outbound campaign triggered Drive Customer Traffic EXAMPLE $ $ $ Ad campaign triggered
  • Copyright © 2012 SAS Institute Inc. All rights reserved. The Big Digital Marketing Era
  • Copyright © 2012 SAS Institute Inc. All rights reserved. WHAT? COMPETITION IS GROWING
  • Copyright © 2012 SAS Institute Inc. All rights reserved. WHAT? COMPETITION IS GROWING Brand Recall Research on Social Opinion about Brand Product Specification Analysis
  • Copyright © 2012 SAS Institute Inc. All rights reserved. Look and Feel Price Enquiry Price Comparison Loyalty Points & Cashback
  • Copyright © 2012 SAS Institute Inc. All rights reserved. Marketing Evolution WHERE WE EVOLVED Method of Interaction:- BROADCASTING, COMMUNICATING, LISTENING & INTERACTING Strategy:- INTERACT & ATTRACT Channels:- TV Newspaper Radio + Direct Mails E-mails SMS + Blogs & Forums Websites Review Sites Facebook Twitter Mobile AppMessaging:- Image, Reputation, Customer Experience and Social Reviews
  • Copyright © 2012 SAS Institute Inc. All rights reserved. Marketing LANDSCAPE -2014 Broadcasting Communication Listening & Interacting Image Building & Brand Experience Traditional New Push Messaging for Lead Generation Customer Engagement Customer Brand Customer
  • Copyright © 2012 SAS Institute Inc. All rights reserved. BIG DATA The Digital Customer Agg. Web data Transactional Demographic Surveys Online Behavior Social Mobile Interaction App-Mobile Location 3rd party/other
  • Copyright © 2012 SAS Institute Inc. All rights reserved. KEY CONSIDERATIONS  Structured data & Unstructured data  Internal data & External data  Analyze Petabytes of data  The “Cloud”  In-Database & In-Memory  High Performance Analytics • Direct Mails, E-Mails, Call Center, TV, Radio, Branch/Dealer/Shops, SMS, Blogs, Forums, Websites, Review Sites, Facebook, Twitter • Digital Dialog Management • Mobile Marketing • Omni Channel Optimization • Maximize Value for every dollar
  • Copyright © 2012 SAS Institute Inc. All rights reserved. Customers & Prospects Channels Web Email Mail Mobile Phone Branch Forums-Blogs Advisor Which customer gets what offer? Through what channel? Social At what time? Analytics Offers, Services, and Pricing OMNI-CHANNEL OPTIMIZATION …NOW Innovative Marketing, Communication and Interaction
  • Copyright © 2012 SAS Institute Inc. All rights reserved. SAS IMM BIG DIGITAL MARKETING Data Quality Forecasting Segmentation Models Customer Lifetime Value Social Network Strategy Creation Performance & Effectiveness Reporting Direct Mail Understand Customer Behavior & Navigation Marketing Performance & Reporting Campaign Planning Financial Planning Workflow & Approvals Creative Materials Marketing AttributionOperations Management Measure Customer Value Channel Efficiency Sentiment & Influence Dynamic Content Re-marketing Web Call Center Live Event Broadcast Media Mobile/ SMS Social Email Industry Specific
  • Copyright © 2010, SAS Institute Inc. All rights reserved. make connections • share ideas • be inspired Copyright © 2014, SAS Institute Inc. All rights reserved. Kiran Ajbani kiran.ajbani@sas.com
  • Copyright © 2012 SAS Institute Inc. All rights reserved. WHAT YOU NEED Platform that Supports Interaction:- Social Media • Blogs & Forums • Websites & Review Sites • Facebook • Twitter Mobile • Own App • Third Party(What’s App) Platform that supports Intelligent Advertising Platform that Supports Communication:- Planning and Execution of Campaigns • Direct Mails • E-Mails • Call Center • Branch/Dealer/Shops • Advisor/Sales Team • SMS Platform that Supports:- Web Analytics, Social Analytics, Customer Analytics, Competitor Analytics ERA:- Big Digital Marketing