Big Data for Small Businesses

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  • This is the challenge.The good news is that at SMB scale, there’s no need for massive servers and software.
  • This is not a size of data challenge, this is a diversity of data challenge as shown by all the different KPI’s that matter.
  • So this is really about bringing together a diversity of potentially useful indicators to understand what is driving the business.The good news is you probably don’t need huge technology and softwareBut you do need to be clever, and you do need a game plan
  • Focused = asking the right questions to stay efficient
  • HAVE A PLAN
  • The trick to extracting value is really in effective summarization of data
  • The trick to extracting value is really in effective summarization of data
  • What useful analytics do each of these support?
  • Difficulty framing the right question among biggest contributors to disappointment with big data issues
  • 1.8% response rate without mailing a catalog.What’s going on here?Where do you go next to try to find out?
  • Cross channel analysisOnly possible when we narrowed the line of questioning to the context of the specific testBy the way, total number of orders in this analysis? 500. Hardly a Big number.
  • So this is really about bringing together a diversity of potentially useful indicators to understand what is driving the business.The good news is you probably don’t need huge technology and softwareBut you do need to be clever, and you do need a game plan
  • Here’s one in its natural habitat
  • Seems obvious, but…
  • 2 way street means good listener as well
  • Others = those whose heart doesn’t skip a beat at the sight of three tables that can be joined together in a database
  • #2 = good communicator#6 = self-aware, recognizes need to make information accessible for others
  • Consumers of data, insights, findings etc, not buying consumers
  • So, which one is it?
  • Only difference in the path to useful reporting was the human being
  • That’s me, taking a break in college.From my studies as a french lit major.I’m a 17 year direct marketing data nerd
  • Consumers of data, insights, findings etc, not buying consumers
  • Big Data for Small Businesses

    1. 1. Big Data for Small Businesses Jude Hoffner, Principle, Hoffner Marketing Services Al Bessin Geoff Wolf
    2. 2. Agenda • Big Data in SMB Context • Game Planning • Break & Breakout • The Missing Link • One for the Road
    3. 3. Agenda • Big Data in SMB Context • Game Planning • Break & Breakout • The Missing Link • One for the Road
    4. 4. What is Big Data It’s So Big… …Don’t Even Know What it Is
    5. 5. Example of Big Data
    6. 6. Example of Big Data Hadron Collider • 150 million sensors deliver data… • 40 million times per second… • 600 million collisions per second, of which… • 100 are of interest
    7. 7. Example of Big Data
    8. 8. Wikipedia • “…is a collection of data sets so large that it becomes difficult to process using traditional data processing applications.” • Challenges include “capture…storage…analysis…sharing…” • “…requiring massively parallel software running on tens, hundreds, or THOUSANDS of servers!!!”
    9. 9. Wikipedia • Characterized as a technology problem • Scary! • EXPENSIVE!!
    10. 10. SMB Challenge Must extract meaning & value Without 100MM parallel servers Without sophisticated software
    11. 11. SMB Context • As much a qualitativechallenge as a quantitative • As much a peoplechallenge as a datachallenge
    12. 12. Case Profile Channel % of Revenue KPIs Total Rev (M) Dir Mail 57% RR%, AOV, Sales $1,824 Retail 16% Sales, Traffic $512 Email 6% Delivery, Opens, Clicks, Converts $192 SEO 7% Source, phrases $224 PPC 13% CPC, Converts, Terms $416 Social 1% Audience $32
    13. 13. Case Profile Channel % of Revenue KPIs Total Rev (M) Dir Mail 57% RR%, AOV, Sales $1,824 Retail 16% Sales, Traffic $512 Email 6% Delivery, Opens, Clicks, Converts $192 SEO 7% Source, phrases $224 PPC 13% CPC, Converts, Terms $416 Social 1% Audience $32
    14. 14. Case Profile Channel % of Revenue KPIs Total Rev (M) Dir Mail 57% RR%, AOV, Sales $1,824 Retail 16% Sales, Traffic $512 Email 6% Delivery, Opens, Clicks, Converts $192 SEO 7% Source, phrases $224 PPC 13% CPC, Converts, Terms $416 Social 1% Audience $32 $3.2MM <20m orders
    15. 15. SMB Challenge Extract Meaning & Value Without 100MM parallel servers Without sophisticated algorithms
    16. 16. Agenda • Big Data in SMB Context • Game Planning • Break & Breakout • The Missing Link • One for the Road
    17. 17. Game Plan • Be Organized • Be Knowledgeable • Be Focused
    18. 18. Be Organized HAVE A PLAN • What’s truly important to know? • When? • Set Realistic Objectives
    19. 19. What’s Important? Merchandise Analysis
    20. 20. What’s Important? Interested in Change vs Last Year Better
    21. 21. What’s Important? Interested ONLY in Change vs Last Year Best!
    22. 22. Be Organized BE A DETAIL HAWK • Create and enforce rules • Implement Data Validation screens • Prize data stewardship
    23. 23. Be Organized Data Validation screens
    24. 24. Be Knowledgeable UNDERSTAND CONTEXT AND PURPOSE • Google Analytics • Email Analytics • Customer Summaries • Etc
    25. 25. Be Knowledgeable AVOID SQUARE PEGS IN ROUND HOLES • Don’t expect web analytics from order management system • Don’t ask Email software to provide customer profiles
    26. 26. Be Focused AVOID ANALYSIS PARALYSIS • Rejoice in imprecision • Be Inclusive; include your SME’s • Ask targeted questions
    27. 27. Questions **Difficulty framing the right question
    28. 28. Example Prospect “Hold Out” Test Online specialty retailer Built customer file online Testing direct mail channel
    29. 29. Example Order Distribution by First Order Channel Prospect Hold Out Test Orders ONLY
    30. 30. SMB Challenge Extract Meaning & Value Intuition Flexibility Situational Awareness
    31. 31. Agenda • Big Data in SMB Context • Game Planning • Break & Breakout • The Missing Link • One for the Road
    32. 32. Breakout Challenge Create your Big Data Profile Identify the Pain Points
    33. 33. Your Profile Channel % of Revenue KPIs Total Rev (M)
    34. 34. Agenda • Big Data in SMB Context • Game Planning • Break & Breakout • The Missing Link • One for the Road
    35. 35. People, the missing link! What do these people look like? Who is Big Data
    36. 36. Who is Big Data
    37. 37. Who is Big Data 9 Attributes of a Data Rockstar
    38. 38. #1 –Knows The Tools • How well do they know the tools you’ve provided? • Excel • Databases • Tableau • Other
    39. 39. #2 – Communicator • Often overlooked! • S/he is a liason • Good = Efficient • Communication is 2 way street
    40. 40. #3 – Inquisitive • Asks good questions • About the business • About the data
    41. 41. #4 – Enjoys Data • Tough to teach • Have it or you don’t • Evident after limited exposure to data • Afflicts less than 10% of humans
    42. 42. #5 – Primed for Improvement • Continuous quest for Better • Better performance • Better understanding • Better outputs and results
    43. 43. #6 – Self Aware • Understands not everyone possesses this mix of traits • Embraces mission to make things simple and useful for others
    44. 44. #7 – Versed in the Business • Absolutely Crucial • Think of this person as a “techie” at your own peril! • Displays capacity to become deeply versed if not already so
    45. 45. #8 – Aesthetic Sensibilities • Often ignored trait • Supports Communication (see #2!) • Supports Usefulness & Utility Mission (see #6!)
    46. 46. #9 – Empathetic • Can place themselves in the shoes of the “consumers” • Understands that others may use their work, not just look at it • Sees through the eyes and workflows of others
    47. 47. Who is Big Data
    48. 48. Case Study The Challenge • Small Business marketing skilled labor • Individuals billed out at different hourly rates depending on project • Needed to see projected revenue by individual and project, by week
    49. 49. Case Study Resources • 4 data sources • People, Projects, Rates, Projected Hours • Excel • Solution Designer (fancy word for human being)
    50. 50. Case Study Solution A
    51. 51. Case Study Solution B
    52. 52. Case Study Solution A • 4 data sources • Excel • Designer A Solution B • 4 data sources • Excel • Designer B Zero Adoption Full Adoption
    53. 53. Agenda • Big Data in SMB Context • Game Planning • Break & Breakout • The Missing Link • One for the Road
    54. 54. Challenge for the Road • Visualize your People • Which one/s possess at least half of these traits? • What role are they currently in?
    55. 55. Challenge for the Road • Visualize a New Hire • What traits would you search for? • What background would s/he have?
    56. 56. Challenge for the Road
    57. 57. Questions?

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