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Rise of the data driven marketer
 

Rise of the data driven marketer

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    Rise of the data driven marketer Rise of the data driven marketer Presentation Transcript

    • RISE DATA-DRIVEN OF THE MARKETER VIJAYANTAGUPTA Director, Industry Strategy and Marketing, EMEA Adobe Systems @vijayanta | vijayanta.gupta@adobe.com © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1
    • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
    • RISE DATA-DRIVEN OF THE MARKETER VIJAYANTAGUPTA Director, Industry Strategy and Marketing, EMEA Adobe Systems @vijayanta | vijayanta.gupta@adobe.com © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
    • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
    • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
    • • Google IPO (2004) • Facebook (2004) • YouTube (2005) • Twitter (2006) • Nintendo Wii (2006) • iPod 1st Gen (2001)/Mini (2004) • Text Msg Explosion Social and Mobile Take Off 2003 2006 © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • • First Smart Phone (2001) Palm/Kyocera • iPhone (2007) • Spotify (2008) • Data surpasses voice (2009) • Netbooks (2009) • Convergence Smart Phone Data Surge 2006 2009 © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
    • • Mobile Check Deposit (2009) • iPad (2010) • Instagram (2010) • Siri on iPhone 4S (2011) • Google Now (2012) • Smartphones pass feature phones (2012) • GE Invests $1.5B in Industrial Internet (2012) • Brainwave market research Apps Multiply © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2010 2012
    • The Omni-channel World © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2013 9
    • Global Mobile Traffic will exceed 2 34,000 tweets are sent every minute exabytes per month by 2013 The average teenager sends 2 billion+ 4,762 videos were watched on YouTube … yesterday text messages per month 32 billion searches were performed last month … on Twitter 45GB of data currently exists 30 billion on the planet 600 million+ users pieces of content were added to Facebook this past month by for each person © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
    • •  Wearable smart devices (Google Glass, Smith I/O Recon, Nike FuelBand, Fitbit, Apple Watch) •  Smart homes (Ecobee) •  Smart cars (Toyota Friend, Lexus HUD) •  Smart Advertising (Billboards) •  Smart Industrial (precision farming) The Internet of Things © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11 2014 11 2017
    • • Nearly everything is connected • Massive explosion of data • Devices start to disappear Smart Everything © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2018 2022 12 12
    • Anticipation 2023 & Beyond © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13 13
    • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
    • Growth of Global Data - Zettabytes Sources: Nasscom – CRISIL GR&A analysis © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
    • Zettabyte – Now what’s that? 85 84 83 82 81 80 79 78 77 76 75 74 73 72 71 70 69 68 67 66 65 64 63 62 61 60 59 58 57 56 55 54 53 52 51 50 49 48 47 46 45 44 43 42 41 40 39 38 37 36 35 34 33 32 31 30 29 28 27 26 25 24 23 22 21 20 19 18 17 16 15 14 13 12 10 11 9 8 7 6 5 4 3 2 1 © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
    • WHAT CAN MARKETERS DO TODAY TO PREPARE FOR THIS WORLD? © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • §  Point of inflection (alt version) Collect Analyze Act © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18 18
    • §  Collection solutions §  Chaos to structure Top Challenge in Data Management • Consistency and quality • Integration §  Data silos drive higher maintenance costs • Pooling §  Inherent data issues with silos lead to mismatched data between business lines (potential for financial loss risk) • Omni-channel &view Existence of data silos is seen as the first priority to most respondents. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
    • •  Automation •  Predictive analytics •  Machine learning •  Speed •  Test •  Learn what’s important •  Embrace rocket science © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
    • Act Problem §  Delivery problem, what outlet do we use? §  Adobe Mission Control (Dell mission Control) §  (next slide) It gets worse. §  Marketing mix explodes §  Camera in the back of marketers head •  Manage content as well as data •  Anticipate many delivery points/touchpoints •  Speed and flexibility •  Marketing and IT come together •  The Digital Enterprise © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
    • THANKYOU vijayanta.gupta@adobe.com © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @vijayanta 22