© Copyright 2013 Holler Sydney. All Rights Reserved
Marketing with
big data
Author: Vlad Ivanovic
Image credit: http://www...
© Copyright 2013 Holler Sydney. All Rights Reserved
Agenda
1. Business context
2. Definition
3. Tools & practices
4. Getti...
© Copyright 2013 Holler Sydney. All Rights Reserved
1. Business context
© Copyright 2013 Holler Sydney. All Rights Reserved
*Fournaise Group 15 June 2011
73% CEOs – “marketers lack cred”
© Copyright 2013 Holler Sydney. All Rights Reserved
Fragmented media
© Copyright 2013 Holler Sydney. All Rights Reserved
The age of the customer
© Copyright 2013 Holler Sydney. All Rights Reserved
Value of CX
© Copyright 2013 Holler Sydney. All Rights Reserved
2. Definition
© Copyright 2013 Holler Sydney. All Rights Reserved
Marketing with big data
Applying the scientific method to your marketi...
© Copyright 2013 Holler Sydney. All Rights Reserved
Observe
Scientific method
Hypothesis Test
Analyse data Conclude Dissem...
© Copyright 2013 Holler Sydney. All Rights Reserved
*Andrew Chen
An agent of change
© Copyright 2013 Holler Sydney. All Rights Reserved
The discipline
Traditional marketing Growth hacking
Qualitative resear...
© Copyright 2013 Holler Sydney. All Rights Reserved
Malleable
Components
Scalable
Repeatable
© Copyright 2013 Holler Sydney. All Rights Reserved
Big data
When there’s so much data it’s difficult to store and analyse...
© Copyright 2013 Holler Sydney. All Rights Reserved
People ‘like you’ also like (KNN)
Big data outcomes
© Copyright 2013 Holler Sydney. All Rights Reserved
Data management stack
Understanding
Insights
Access, reporting & actio...
© Copyright 2013 Holler Sydney. All Rights Reserved
3. Tools & practices
© Copyright 2013 Holler Sydney. All Rights Reserved
*Dave McClure
Metric categorisation
Pirate metrics*
Awareness Views p/...
© Copyright 2013 Holler Sydney. All Rights Reserved
Hypothesis validation
AWARENESS Opp to see Recognition
ACQUISITION New...
© Copyright 2013 Holler Sydney. All Rights Reserved
One customer view
Mobile
Website
Email
Retail
Social
PR
Community
Sear...
© Copyright 2013 Holler Sydney. All Rights Reserved
Month 1 Month 2 Month 3 Month 4 Month 5
Cohort analysis
Campaign 1
Cam...
© Copyright 2013 Holler Sydney. All Rights Reserved
3 lenses of activity
Time
Resources
Optimise
Scale
Test
70%
20%
10%
Su...
© Copyright 2013 Holler Sydney. All Rights Reserved
4. Getting started
© Copyright 2013 Holler Sydney. All Rights Reserved
Outline objectives
& metrics
Marketing with big data steps
Outline dat...
© Copyright 2013 Holler Sydney. All Rights Reserved
Thank you
Vlad Ivanovic
Digital Strategist
Office +61 2 9469 5954
Suit...
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Marketing with Big Data

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

Published in: Business
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Marketing with Big Data

  1. 1. © Copyright 2013 Holler Sydney. All Rights Reserved Marketing with big data Author: Vlad Ivanovic Image credit: http://www.economist.com/node/15579717
  2. 2. © Copyright 2013 Holler Sydney. All Rights Reserved Agenda 1. Business context 2. Definition 3. Tools & practices 4. Getting started
  3. 3. © Copyright 2013 Holler Sydney. All Rights Reserved 1. Business context
  4. 4. © Copyright 2013 Holler Sydney. All Rights Reserved *Fournaise Group 15 June 2011 73% CEOs – “marketers lack cred”
  5. 5. © Copyright 2013 Holler Sydney. All Rights Reserved Fragmented media
  6. 6. © Copyright 2013 Holler Sydney. All Rights Reserved The age of the customer
  7. 7. © Copyright 2013 Holler Sydney. All Rights Reserved Value of CX
  8. 8. © Copyright 2013 Holler Sydney. All Rights Reserved 2. Definition
  9. 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. 10. © Copyright 2013 Holler Sydney. All Rights Reserved Observe Scientific method Hypothesis Test Analyse data Conclude Disseminate ? !
  11. 11. © Copyright 2013 Holler Sydney. All Rights Reserved *Andrew Chen An agent of change
  12. 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. 13. © Copyright 2013 Holler Sydney. All Rights Reserved Malleable Components Scalable Repeatable
  14. 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. 15. © Copyright 2013 Holler Sydney. All Rights Reserved People ‘like you’ also like (KNN) Big data outcomes
  16. 16. © Copyright 2013 Holler Sydney. All Rights Reserved Data management stack Understanding Insights Access, reporting & action Collection & storage Purpose
  17. 17. © Copyright 2013 Holler Sydney. All Rights Reserved 3. Tools & practices
  18. 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. 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. 20. © Copyright 2013 Holler Sydney. All Rights Reserved One customer view Mobile Website Email Retail Social PR Community Search
  21. 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. 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. 23. © Copyright 2013 Holler Sydney. All Rights Reserved 4. Getting started
  24. 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. 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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