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by Sandip Saha
Life of marketers
was…
Source: ABC, Once Upon a Time – Google Plus
….simple
Awareness

Familiarity

Consideration

Purchase

Loyalty

Traditional View

Purchasing Funnel

Source: Amazon, Li...
Then came change…..
Source: Changeling, www.thefilmengine.net
Number of connected devices per person
2010 vs. 2020

World became

Mobile…
Global population

7B

1.84

Access to mobile
...
….Social…

40%

US adults feel more
comfortable interacting
online than in person

60%

Consumers say the
integration of s...
…. & Cloudy

$131B

18.5%

Gartner public cloud services market forecast for 2013
Source: Cloudy with a chance of meat bal...
Boundaries started merging

Business 2 People
Examples

50%

40%

Of devices used to
access business
application are
consu...
Journey became multi

Changing mix of channels used by shoppers

Shopper’s multi channel journey

Offline Social

Google’s...
Simple became

Complex

B
E

F

C
H

I

J

K

2
Active evaluation

Information gathering, shopping
B

1
A

B

C

D

E

F

...
2 pillars for Transition from Bruce 2 Batman

Lucius
Fox

Technical

Alfred
Pennyworth

Analytical
Source: Warner Bros, DC...
Technology advancements
customer

360°

NoSQL

$215M

Revenue by 2015

Breaking the notion of one true and
centralized way...
Analytics advancements
1010 into

identify

deliver

$$$

60%

Analytics Landscape
High

•Statistical
analysis
•Micro
cust...
"I didn't invent the rainy
day, man." "I just own the
best umbrella."

Quote by Jimmy Fallon playing Dennis Hope in the mo...
BRIDGEi2i is an Analytics Solutions
company focused at helping you
BRIDGE

INFORMATION
Transform and visualize big data in...
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Popcorn and Analytics - A BRIDGEi2i Point of View

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BRIDGEi2i's point of view on advancements in marketing and analytics

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Popcorn and Analytics - A BRIDGEi2i Point of View

  1. 1. by Sandip Saha
  2. 2. Life of marketers was… Source: ABC, Once Upon a Time – Google Plus
  3. 3. ….simple Awareness Familiarity Consideration Purchase Loyalty Traditional View Purchasing Funnel Source: Amazon, Little Miss Sunshine Paperback by Roger Hargreaves, Mckinsey
  4. 4. Then came change….. Source: Changeling, www.thefilmengine.net
  5. 5. Number of connected devices per person 2010 vs. 2020 World became Mobile… Global population 7B 1.84 Access to mobile 6B 1.6B mobile broadband connections globally in Q1’13 Source: wirelessintelligence, impawards.com, UN, Time Access to working toilets 4.5B 6.58
  6. 6. ….Social… 40% US adults feel more comfortable interacting online than in person 60% Consumers say the integration of social media makes them more likely to share products/services 23%+ Marketers are investing in blogging and social media 1.15 Billion+ users 500 Million+ users 238 Million+ users Source: Social Network -Sony Pictures, Digital Insights, infographicb2b.com, Performics, PCWorld
  7. 7. …. & Cloudy $131B 18.5% Gartner public cloud services market forecast for 2013 Source: Cloudy with a chance of meat balls - Columbia Pictures' and Sony Pictures, Gartner, Amazon
  8. 8. Boundaries started merging Business 2 People Examples 50% 40% Of devices used to access business application are consumer owned IT - BYOD of B2C and 36% B2B companies using social for customer services Sales - Customer Centricity Source: Forbes, Tale of two cities movie - IMDB 61% of businesses feel social is having a positive impact on internal structures (breaking down silos) HR - Productivity
  9. 9. Journey became multi Changing mix of channels used by shoppers Shopper’s multi channel journey Offline Social Google’s study of Shopper purchase journey for 3,000 shoppers in tech, CPG, auto and finance found were 3,000 completely different paths 56% Retail 51% 55% 60% Online General 39% 31% Online Social 37% 19% Mobile 34% 16% Direct/Event 32% 24% TV/Radio Print/Outdoor 27% 14% 24% 21% Brands getting added in consideration stage Share of purchases % Initial Consideration Autos Active Evaluation 63 Personal computers Telecom carriers 38 Auto insurance Source: Mckinsey, Google ZMOT 13 7 24 38 9 Added in Active Consideration 3.8 27 37 20 In Initial Consideration set Loyalty Loop 30 49 Skin care Average number of brands 1.7 25 2.2 1 1.5 42 1.8 1.5 78 0.9 3.2 1.4
  10. 10. Simple became Complex B E F C H I J K 2 Active evaluation Information gathering, shopping B 1 A B C D E F G H 5 Initial consideration 3 Loyalty Loop Moment of purchase 5 4 Postpurchase experience Ongoing exposure Source: Mckinsey
  11. 11. 2 pillars for Transition from Bruce 2 Batman Lucius Fox Technical Alfred Pennyworth Analytical Source: Warner Bros, DC Comics
  12. 12. Technology advancements customer 360° NoSQL $215M Revenue by 2015 Breaking the notion of one true and centralized way to store any kind of data Key-values Stores Graph database to manage its customer organizational structures – ability to model and query complex data such as customer and account structures with high performance Column Family Stores Document Databases Metlife + MongoDB • 360 degree view of a caller’s policy, cutting across LOBs. Graph Databases • Consolidate and simplify presentation layer. • Boost customer satisfaction and call center productivity through a unified application. Source: Breaking Bad,Metlife, marketwired, 451 group Graph database to build its nextgeneration master data management platform Knowledge, Social and Interest Graph.
  13. 13. Analytics advancements 1010 into identify deliver $$$ 60% Analytics Landscape High •Statistical analysis •Micro customer segmentation •Descriptive modelling •Text analytics •Time-series analysis •Pattern Recognition Complexity •Fraud detection •Social media analytics •Behavioral analysis •Predictive modelling •Data mining •Sentiment analysis (NLP) •Stochastic optimization respondents switched brand loyalty - per Accenture survey 2011 Potential increase in retailers’ operating margins possible with Big Data Analytics 73% 5x Cost of customer acquisition vs. retention higher sales a company using predictive analytics can achieve compared one who don't 131% Low Mature Growing Nascent Market Adoption Source: Nasscom, Google ZMOT, IBM, Accenture, The Transporter, fanpop.com 81% 66% 66% use a smartphone & TV together use a smartphone & laptop/PC together use a laptop/PC & TV together lift in brand response conversions by promoting RealFlex running shoes with video across all digital screens
  14. 14. "I didn't invent the rainy day, man." "I just own the best umbrella." Quote by Jimmy Fallon playing Dennis Hope in the movie, Almost Famous
  15. 15. BRIDGEi2i is an Analytics Solutions company focused at helping you BRIDGE INFORMATION Transform and visualize big data into meaningful business metrics INSIGHT Identify underlying patterns, understand behavior and predict outcome www.bridgei2i.com Enquries@bridgei2i.com @BRIDGEi2i facebook.com/BRIDGEi2i linkedin.com/company/bridgei2i-analytics-solutions IMPACT Operationalize data driven decisions to realize sustainable business value

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