Using Big Data in Marketing Campaigns

1. MARKETING 2.0
DATA-DRIVEN MARKETING
#IWMF 1394

2. WHO AM I
Bahram Joharshamshiri
Data Enthusiast/Evangelist,
Former Entrpreneur,
BIGDATA ARCHITECT @ ANETWORK

3. CASE AT HAND
EVERYBODY IS ONLINE
WE INTERACT IN MORE WAYS THAN EVER
AND LEAVE A DIGITAL FOOTPRINT
ALL IN REALTIME

4. EVERYBODY IS ONLINE
Elaboration of data by International Telecommunication Union (ITU), United Nations Population Division, Internet & Mobile
Association of India (IAMAI), World Bank.
July 1 2014 Estimate
Internet User = individual, of any age, who can access the Internet at home, via any device type (computer or mobile) and
connection.

5. INCLUDING YOU!
22m online
in Iran
Elaboration of data by International Telecommunication Union (ITU), United Nations Population Division, Internet & Mobile Association of India (IAMAI), World Bank.
July 1 2014 Estimate
Internet User = individual, of any age, who can access the Internet at home, via any device type (computer or mobile) and connection.

6. WE INTERACT IN MORE WAYS

7. AND LEAVE A DIGITAL FOOTPRINT
A digital footprint is the trail of
data that is left behind by users
on digital services.

8. ALL IN REALTIME

9. WHAT IS BIG DATA?
IT’S BIG
AND FAST.
COMES IN MANY FORMATS
AND IT’S MESSY.

10. VOLUME: IT’S BIG
“Every2 daysnow we create as much information
as we did from the dawn of civilization up
until 2003”–Eric Schmidt

11. VELOCITY: IT’S FAST
every 60 seconds
216000
photos

12. VARIETY: SO MANY FORMATS
USER GENERATED CONTENT
HASHTAGS
COMMENTS
PHOTOS
VIDEOS
REVIEWS
BLOGPOSTS

13. AND OH SO MESSY!
BUT WE HAVE THE TECHNOLOGY TO HELP
NATURAL LANGUAGE PROCESSING
AT SCALE
IMAGE PROCESSING
AT SCALE
GRAPH PROCESSING
AT SCALE

14. ENTER MARKETING…

15. CONSUMER PERSONA

16. DATA-DRIVEN PERSONAS

17. TARGETING/PERSONALIZATION

18. SERVICE PERSONALIZATION
FIND THE RIGHT CONSUMER
AT THE RIGHT TIME
AND OFFER THEM THE RIGHT PRODUCT
AT THE RIGHT PRICE

19. RETARGETING

20. CONSUMER BEHAVIOR PREDICTION

21. REALTIME (RE)ACTION

22. INCREASING ENGAGEMENT

23. INCREASING RETENTION

24. IMPROVING PERFORMANCE

25. PRIVACY CONCERNS
IS THIS THE PROPHSIZED DYSTOPIAN FUTURE?!
NO! CONSUMERS NOT PERSONALLY IDENTIFIABLE

26. THANK YOU!
@joeharshamshiri
jowharshamshiri@gmail.com