Big Data & Agile Marketing


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Are you going to drown or prosper in the “post-data scarcity” world? Presented by Justin Massa, Founder & CEO, Food Genius at the September 9th Evening With Experts event held by the Chicago AMA at 1871.

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Big Data & Agile Marketing

  1. 1. Big Data & Agile Marketing Are you going to drown or prosper in the “post-data scarcity” world? Justin Massa Founder & CEO Food Genius
  2. 2. Our Customers Include
  3. 3. How We Do It
  4. 4. Many Roles, Many Use Cases Designed for manufacturers, distributors and restaurant or grocery chains, Food Genius Reports provides visibility into menu trends with an easy to use tool that aggregates menu mentions of ingredients, dishes and frequently occurring items on menus.
  5. 5. A Cautionary Tale: Poutine •  2007: Food & Wine, Noble Agency •  2009: Grub Street, Village Voice •  2010: QSR Magazine •  2011: Burger Business, Food Channel, Center for Culinary Development (CCD), MonkeyDish •  2012: Business Insider, Burger Business (again), Prepared Foods •  2013: QSR Magazine (again) 3rd Quarter, 2013
  6. 6. What is “big data”? Three (or Five) V’s •  Velocity •  Variety •  Volume •  Veracity •  Virtuosity Image  source:  
  7. 7. From a Trickle to a Flood 90% of the world’s digital data has been generated in the last 2 years. Image  source:  
  8. 8. We are on the cusp of a “post-data scarcity” world. It is equal parts exciting, terrifying, and stressful.
  9. 9. data and insights that are available data and insights that matter to your business Sorting signal from noise is getting harder and harder. The Big Data Challenge
  10. 10. The Stuff of Dreams and Nightmares In a world where you can make (and market) anything, how do you know what to make?
  11. 11. The “causation v. correlation” debate is heating up. This is Just the Beginning…
  12. 12. How to Play Moneyball in the Food Industry Image  via   •  Success is a hybrid approach that melds creativity and perspective with analytics. •  Neither a pure data nor pure “gut” approach works.
  13. 13. 1. Know Who You Are… …otherwise you'll get lost in the data. "Wawa has always been viewed as a c- store, but we now want to be viewed as a restaurant that sells gas.” former Wawa CEO Howard Stoeckel 2012 Restaurant Leadership Conference
  14. 14. 2. Eat the Elephant One Bite at a Time image  source:  
  15. 15. 3. Focus on Operationalizing Insights •  Recency and correlation reign supreme - avoid obsessing over “why” (but be careful what questions you try to answer) •  Seek out insights that you can operationalize today – avoid trying to boil the ocean. •  Create systems that can adapt to a rapidly shifting environment.
  16. 16. Thanks! Justin Massa Founder & CEO Food Genius @foodgenius