Brad Terrell: Marketing in Real Time: Technology & Data Imperative
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Brad Terrell, VP & General Manager, Digital Media at Netezza: Marketing in Real Time: The Technology & Data Imperative: Keys to creating marketing value opportunities with real-time data.

Brad Terrell, VP & General Manager, Digital Media at Netezza: Marketing in Real Time: The Technology & Data Imperative: Keys to creating marketing value opportunities with real-time data.

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Brad Terrell: Marketing in Real Time: Technology & Data Imperative Presentation Transcript

  • 1. Brad TerrellMarketing in Real Time : The Technology & Data Imperative
  • 2. “Innovation distinguishes between a leader and a follower” – Steve Jobs
  • 3. SEPTEMBER 20, 2010, 9:34 AM ETIBM Buys Netezza for $1.7 Billion 3
  • 4. Data-centric strategies create value
  • 5. Data is a source of Uniqueness Uniqueness is a source of Competitive Advantage
  • 6. We made it!
  • 7. Marketing and Data Analysis are Intertwined
  • 8. Digital Exhaust benefits marketers
  • 9. “75% of CMOs rearranging their teams in 2011to keep pace with the demands of digital media” – Chris Stutzman, Forrester Research
  • 10. “The sexy job in the next 10 years will be statisticians” – Hal Varian, Chief Economist, Google 10
  • 11. A+ playersare hard to find
  • 12. Extracting insights from exploding data volumes requires new technologies and methodologies
  • 13. What initiated this trend?
  • 14. Sampling can be a good thing… but not in digital marketing!
  • 15. Throwing out impressionsbreaks attribution analysis
  • 16. Massively. Parallel.Computing.
  • 17. “The company withthe most data wins” – Tim O’Reilly
  • 18. It’s not just about big…
  • 19. Reducing data latencycreates significant marketing value
  • 20. Real-time marketing is like being in thestands instead of watching it on TV later
  • 21. Increasing consumer powermeans the stakes are higher
  • 22. Relevance: because one size does not fit all
  • 23. The Data Aggregation Problem
  • 24. The Segmentation Problem High Age: 18-24 Income: High Age: 25-35 Recency: Low Income: High Income Recency: High Recency of visits to High YourWebSite.com Age: 50-65Income: LowRecency: Low Age: 36-49 Income: Low High Recency: High
  • 25. The Matching Problem Target Segment Your Logo Here AwarenessA prominent logo willensure brand recall 2009 Best Product Award ConsiderationShowcase yourcompetitive advantage Free Accessories! Offer Ends Dec 15 IntentOffer incentives forcompleting a purchase
  • 26. The Bidding Problem Market X: Price/Volume CurvePrice/Volume Forecast 1,200,000Curves Show the Optimal IMPRESSIONS PER DAY 1,000,000Bid in Each Market: 800,000 600,000 400,000max ((R − B) ⋅ N(B)) 200,000 0 0.00 1.00 2.00 3.00 4.00 5.00 R = revenue derived from showing ad CPM Bid B = ad’s bidN(B) = impression volume for bid B as Market X: Profit Curve predicted by P/V Curve 3,500 3,000 2,500 PROFIT 2,000 1,500 1,000 500 0 0.00 1.00 2.00 3.00 4.00 5.00 CPM Bid