What keeps your prospects awake at night? How closely are your customers aligned with competitors? Big data technologies is making marketing more effective by answering these questions and providing deeper relevant insights about customers. Companies that understand customers’ actions and optimize engagement with behavioral insights generally outperform peers in sales growth and profit. This short presentation will provide an overview of how data driven marketers can achieve campaign lift by harvesting social intelligence with the power of big data technologies.

1. Achieving Better Response Rates with Big Data
Sam Poozhikala, VP, Customer Solutions
Sept 2013

2. Picture Credentials: http://www.spiral16.com/blog/2010/08/brian-solis-context-king-social-media-monitoring/
Response rate of your marketing initiatives is directly
proportional to the context and the behavior of the recipient
(Yes, the content also matters!)
So, how can you make sure that the content is targeted to the
context and behavior of your target audience?
Fact

3. Let us start with
My Profile = Context
I don’t like a product = Context
I attend an event = Context
I am Promoted = Context
I am looking to hire = Context
I changed my job = Context
I follow someone or something –
Context
………………………………..
Picture Credentials: http://www.spiral16.com/blog/2010/08/brian-solis-context-king-social-media-monitoring/

4. Data to Context
Contac
t
Behavior
Compan
y
Contex
t
Product
s
Socia
l
Blog
s
We
b
Compet
ition
….
You or Your
Organization

5. So, Why Big Data?
 Social (Internet) Data Is Unstructured [Variety]
 Generated 24 X 7 [Volume, Velocity]
 Your Data [Variety]
 Quantify
 Predict
 Identify
 Cleanse and Standardize
• Text mining
• Relationship Analysis
• Schema-less architecture
• Predictive Analytics
• Open Source
• Fast
Micro-Segment

6. Example – Identifying Roles in Buying

7. Example – Identifying how aligned is a buyer to you/ your products

8. Summary
• Response rate can increase exponentially with micro-segmenting
• Micro-segmenting can be determined by the social assets of the
prospect
• Understanding the social asset is called context
• This context need to be quantified in order to relate and compare
• Big Data technologies make it possible to quantify the social context in
quick time