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

Business

© Copyright 2013 Holler Sydney. All Rights Reserved
Marketing with
big data
Author: Vlad Ivanovic
Image credit: http://www.economist.com/node/15579717

© 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 marketing communications
in order to better understand your target audience.

© Copyright 2013 Holler Sydney. All Rights Reserved
Observe
Scientific method
Hypothesis Test
Analyse data Conclude Disseminate
?
!

© 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 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

© 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 with
traditional technologies.

© 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 & action
Collection & storage
Purpose

© 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/m p/target
Acquisition Cost acquire customer
Activation Activation p/view
Retention Engagements p/m p/customer
Revenue Customer lifetime value

© 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

© Copyright 2013 Holler Sydney. All Rights Reserved
One customer view
Mobile
Website
Email
Retail
Social
PR
Community
Search

© Copyright 2013 Holler Sydney. All Rights Reserved
Month 1 Month 2 Month 3 Month 4 Month 5
Cohort analysis
Campaign 1
Campaign 2

© Copyright 2013 Holler Sydney. All Rights Reserved
3 lenses of activity
Time
Resources
Optimise
Scale
Test
70%
20%
10%
Sustaining
innovation
Disruptive
innovation

© 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 data
sources & storage
1 2 3
Centralise and
clean data
4
Initial analysis &
recommendations
Implementation Ongoing reporting
& optimisation
5 6

© 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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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

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

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

Marketing with Big Data

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