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Gaining Actionable Insights Out of Big Data: Couchbase Connect 2014

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Marketers nowadays have access to larger pools of data and metrics than ever before. But data availability is only as strong as the conclusions marketers can draw from it– which in turn, are only as useful as the change they can affect based on those conclusions. In this presentation, Tjeerd Brenninkmeijer, CMO and co-founder of Hippo will discuss how marketers can make sense of “Big Data,” derive actionable insights and leverage them to drive engagement using Hippo CMS & Couchbase.

Topics covered include:

1. Why “rearview mirror” data capturing may be counterproductive to your marketing strategy, and why you should be looking ahead.

2. Why smarter big data isn’t about more data but about asking better questions of the data available.

3. Examples of real-world companies who have made their data smaller, and smarter, in to derive business benefit.

Published in: Data & Analytics
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Gaining Actionable Insights Out of Big Data: Couchbase Connect 2014

  1. 1. follow the Hippo trail Create Digital Miracles Hippo CMS Gaining Actionable Insights out of Big Data TJ - Tjeerd Brenninkmeijer Co-founder & CMO at Hippo @tbrenninkmeijer
  2. 2. follow the Hippo trail Create Digital Miracles Hippo CMS
  3. 3. follow the Hippo trail Create Digital Miracles Hippo CMS
  4. 4. follow the Hippo trail Create Digital Miracles Hippo CMS
  5. 5. follow the Hippo trail Create Digital Miracles Hippo CMS
  6. 6. follow the Hippo trail Create Digital Miracles Hippo CMS
  7. 7. follow the Hippo trail Create Digital Miracles Hippo CMS
  8. 8. follow the Hippo trail Create Digital Miracles Hippo CMS
  9. 9. follow the Hippo trail Create Digital Miracles Hippo CMS Vision Now Company Future Visitors Visitors Company
  10. 10. follow the Hippo trail Create Digital Miracles Hippo CMS Dynamic Content Paradigm
  11. 11. follow the Hippo trail Create Digital Miracles Hippo CMS
  12. 12. follow the Hippo trail Create Digital Miracles Hippo CMS
  13. 13. follow the Hippo trail Create Digital Miracles Hippo CMS
  14. 14. follow the Hippo trail Create Digital Miracles Hippo CMS Hippo in Brief Open Source Java-based WCM platform Personalized Experiences Across all Channels Headquarters in Boston & Amsterdam
  15. 15. follow the Hippo trail Create Digital Miracles Hippo CMS
  16. 16. follow the Hippo trail Create Digital Miracles Hippo CMS A brief recap of Relevance
  17. 17. follow the Hippo trail Create Digital Miracles Hippo CMS
  18. 18. follow the Hippo trail Create Digital Miracles Hippo CMS Multi Channel Orchestration Affiliates and Partners Social Mobile Web Applications & offline channels Hippo Repository
  19. 19. follow the Hippo trail Create Digital Miracles Hippo CMS Journey based Targeting Engaged CUSTOMER JOURNEY Anonymous Situation Persona Stages of Customer Intimacy Accumulated Targeting Techniques Known History
  20. 20. follow the Hippo trail Create Digital Miracles Hippo CMS Holistic Relevance Visitor Profile Enrich with external data HISTORY Your existing customer data
  21. 21. follow the Hippo trail Create Digital Miracles Hippo CMS Registration 1) Visitor - entity making HTTP requests 2) Collector - records data about a visitor or his behaviour Example: location collector (GeoIPCollector) 3) Targeting Data - all data about a specific visitor Example: IP address is located in Amsterdam
  22. 22. follow the Hippo trail Create Digital Miracles Hippo CMS Matching 1) Characteristic - a type of fact about visitors Example: "comes from a city", "experiences a type of weather" 2) Target Group - the specification of a Characteristic Example: "comes from a European city", "comes from Amsterdam" 3) Persona - one or more target groups that describe a certain type of visitor Example: "Jim, the European urban consumer", "Alice, the Pet owner"
  23. 23. follow the Hippo trail Create Digital Miracles Hippo CMS Real time analytics
  24. 24. follow the Hippo trail Create Digital Miracles Hippo CMS Architecture Hippo CMS
  25. 25. follow the Hippo trail Create Digital Miracles Hippo CMS Architecture delivery tier Hippo CMS
  26. 26. follow the Hippo trail Create Digital Miracles Hippo CMS Architecture delivery tier Hippo CMS & relevance
  27. 27. follow the Hippo trail Create Digital Miracles Hippo CMS Assessment criteria NoSQL SCALABILITY DATA MODEL PERFORMANCE MATURITY REPLICATION CACHING MODEL CONSISTENCY MODEL RELIABILITY QUERY MODEL SUPPORT MONITORING SIMPLICITY
  28. 28. follow the Hippo trail Create Digital Miracles Hippo CMS Relevance Scoring X Y Z Scores of Personas & Characteristics 2 1 Z X Y Z Scores of Personas & Characteristics 2 1 ?
  29. 29. follow the Hippo trail Create Digital Miracles Hippo CMS Solving the problem Averages 2 1 2.1 1.7 1.2 X Y Z Normalization 2 1 Z 2.1 1.7 1.2
  30. 30. follow the Hippo trail Create Digital Miracles Hippo CMS "We chose Hippo for one reason: Targeting content to consumers is paramount." Laurent Vonach, Online Manager International Marketing, Weleda
  31. 31. follow the Hippo trail Create Digital Miracles Hippo CMS “We use relevance to get better candidates, by looking at the entry page, search terms, geo location and click behavior.” Stephan Bon from Randstad
  32. 32. follow the Hippo trail Create Digital Miracles Hippo CMS “We created a digital experience that evolved around the citizen.” Ruud Paulusse from the Dutch Police
  33. 33. follow the Hippo trail Create Digital Miracles Hippo CMS What’s next
  34. 34. follow the Hippo trail Create Digital Miracles Hippo CMS CMO <3 CIO 60% Big opportunity 52% We can’t do it
  35. 35. follow the Hippo trail Create Digital Miracles Hippo CMS One False positive Two False negative
  36. 36. follow the Hippo trail Create Digital Miracles Hippo CMS “Patternicity: when the cost of making a Type 1 Error Is greater than making a Type 2 error”
  37. 37. Marketeers wired Type one errors
  38. 38. follow the Hippo trail Create Digital Miracles Hippo CMS Being Right isn’t always right
  39. 39. follow the Hippo trail Create Digital Miracles Hippo CMS Hippo is developing algorithms to find patterns in visitor data that help marketeers understand how they can further improve their visitor’s Web Experiences
  40. 40. Based on historical and real time data, the influence of changes on visitor segments will be tracked and reported back to the end user
  41. 41. follow the Hippo trail Create Digital Miracles Hippo CMS
  42. 42. follow the Hippo trail Create Digital Miracles Hippo CMS A/B Test This No, push live right away X GO
  43. 43. follow the Hippo trail Create Digital Miracles Hippo CMS 25% sees the old version (B) 75% sees the new version (A)
  44. 44. follow the Hippo trail Create Digital Miracles Hippo CMS Persona: Impulse Buyer 25% sees the old version (B) 75% sees the new version (A) Persona: Loyal Customer 25% sees the old version (B) 75% sees the new version (A)
  45. 45. Hey, Martin - did you know? Insight You changed the homepage last week; which was awesome for our Impulse Buyers. Their conversion went up a massive 23% ! Did you know..? But unfortunately - our Loyal Customers are really unhappy with the change. Their conversion went down with 15%.. :-( So - do you want me to keep the change for Impulse Buyers but stick with the previous version for Loyal Customers? Yes No Actionable
  46. 46. follow the Hippo trail Create Digital Miracles Hippo CMS Question & Answers Thank you so much for your time. @oneHippo www.onehippo.com

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