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Marketing with Big Data

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- Business context …

- Business context
- Definition of "Marketing with Big Data"
- Tools and processes used by Data-Driven Marketers
- The steps to implementation

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  • 1. © Copyright 2013 Holler Sydney. All Rights Reserved Marketing with big data Author: Vlad Ivanovic Image credit: http://www.economist.com/node/15579717
  • 2. © Copyright 2013 Holler Sydney. All Rights Reserved Agenda 1. Business context 2. Definition 3. Tools & practices 4. Getting started
  • 3. © Copyright 2013 Holler Sydney. All Rights Reserved 1. Business context
  • 4. © Copyright 2013 Holler Sydney. All Rights Reserved *Fournaise Group 15 June 2011 73% CEOs – “marketers lack cred”
  • 5. © Copyright 2013 Holler Sydney. All Rights Reserved Fragmented media
  • 6. © Copyright 2013 Holler Sydney. All Rights Reserved The age of the customer
  • 7. © Copyright 2013 Holler Sydney. All Rights Reserved Value of CX
  • 8. © Copyright 2013 Holler Sydney. All Rights Reserved 2. Definition
  • 9. © Copyright 2013 Holler Sydney. All Rights Reserved Marketing with big data Applying the scientific method to your marketing communications in order to better understand your target audience.
  • 10. © Copyright 2013 Holler Sydney. All Rights Reserved Observe Scientific method Hypothesis Test Analyse data Conclude Disseminate ? !
  • 11. © Copyright 2013 Holler Sydney. All Rights Reserved *Andrew Chen An agent of change
  • 12. © Copyright 2013 Holler Sydney. All Rights Reserved The discipline Traditional marketing Growth hacking Qualitative research A/B & multivariate testing The big idea Hypothesis The creative campaign The Minimal Viable Product (MVP) Campaign planning Validation/iteration Channel planning Scenario modelling Eye balls User behaviour Believe Understand
  • 13. © Copyright 2013 Holler Sydney. All Rights Reserved Malleable Components Scalable Repeatable
  • 14. © Copyright 2013 Holler Sydney. All Rights Reserved Big data When there’s so much data it’s difficult to store and analyse with traditional technologies.
  • 15. © Copyright 2013 Holler Sydney. All Rights Reserved People ‘like you’ also like (KNN) Big data outcomes
  • 16. © Copyright 2013 Holler Sydney. All Rights Reserved Data management stack Understanding Insights Access, reporting & action Collection & storage Purpose
  • 17. © Copyright 2013 Holler Sydney. All Rights Reserved 3. Tools & practices
  • 18. © Copyright 2013 Holler Sydney. All Rights Reserved *Dave McClure Metric categorisation Pirate metrics* Awareness Views p/m p/target Acquisition Cost acquire customer Activation Activation p/view Retention Engagements p/m p/customer Revenue Customer lifetime value
  • 19. © Copyright 2013 Holler Sydney. All Rights Reserved Hypothesis validation AWARENESS Opp to see Recognition ACQUISITION New site visitors Email sign up ACTIVATION Form completion SEM CTR % RETENTION Retention rate CS volume REFERRAL +ve social sentiment Net Promoter Score REVENUE Attributed sales Customer Lifetime Value AWARENESS Opp to see Recognition ACQUISITION New site visitors Email sign up ACTIVATION Form completion SEM CTR % RETENTION Retention rate CS volume REFERRAL +ve social sentiment Net Promoter Score REVENUE Attributed sales Customer Lifetime Value 1 2 3
  • 20. © Copyright 2013 Holler Sydney. All Rights Reserved One customer view Mobile Website Email Retail Social PR Community Search
  • 21. © Copyright 2013 Holler Sydney. All Rights Reserved Month 1 Month 2 Month 3 Month 4 Month 5 Cohort analysis Campaign 1 Campaign 2
  • 22. © Copyright 2013 Holler Sydney. All Rights Reserved 3 lenses of activity Time Resources Optimise Scale Test 70% 20% 10% Sustaining innovation Disruptive innovation
  • 23. © Copyright 2013 Holler Sydney. All Rights Reserved 4. Getting started
  • 24. © Copyright 2013 Holler Sydney. All Rights Reserved Outline objectives & metrics Marketing with big data steps Outline data sources & storage 1 2 3 Centralise and clean data 4 Initial analysis & recommendations Implementation Ongoing reporting & optimisation 5 6
  • 25. © Copyright 2013 Holler Sydney. All Rights Reserved Thank you Vlad Ivanovic Digital Strategist Office +61 2 9469 5954 Suite 5, 30 Boronia Street Redfern NSW 2016 vlad.ivanovic@hollersydney.com.au

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