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John Carney, OpenJaw : How Marketers Can Harness The Power Of Big Data

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John Carney, OpenJaw : How Marketers Can Harness The Power Of Big Data at DMX Dublin 2019

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John Carney, OpenJaw : How Marketers Can Harness The Power Of Big Data

  1. 1. John Carney Chief Data Scientist, OpenJaw Technologies How Marketers Can Harness the Power of Big Data
  2. 2. What are the 5 Big Data trends that really matter to marketers in 2019?
  3. 3. #1. The ‘personalisation gap’ starts to narrow
  4. 4. #2. Data privacy concerns persist
  5. 5. #3. Online and offline customer data come together
  6. 6. “As Amazon combines its Prime service and Whole Foods shopping experience, it’s getting even more insight into how the same person shops on and offline … this combination threatens to be particularly powerful.”
  7. 7. #4. Geolocation marketing and analytics continues to grow in importance
  8. 8. Van Leeuwen customers in New York with the PayPal app are messaged offers when they are in proximity to a store
  9. 9. #5. Customer lifetime value modelling continues to grow in importance
  10. 10. How to build a Big Data platform for customer centric marketing?
  11. 11. You need 5 things…
  12. 12. #1. Customer Data Online Intent (Big Data) Psychographi c (Big Data) Customer Transactions Loyalty Profiles
  13. 13. #2. Identity Resolution
  14. 14. #3. Big Data Warehouse
  15. 15. Does she normally travel for business or leisure with us? What level of discount should I give her? Which flight ancillary bundle should I offer her? #4. Data Science
  16. 16. #5. Data Distribution
  17. 17. A roadmap to data maturity MonetizationOpportunity Difficulty Descriptive Analytics Predictive Analytics Prescriptive Analytics What happened? What will happen? How can we make it happen? Original Source: Gartner Analytics Framework
  18. 18. MonetizationOpportunity Difficulty Descriptive Analytics Predictive Analytics Prescriptive Analytics What happened? What will happen? How can we make it happen? Original Source: Gartner Analytics Framework #1. Customer Data #2. Identity Resolution #3. Big Data Warehouse #4. Data Science #5. Data Distribution / API’s Where do the ‘5 things’ sit?
  19. 19. The ‘secret sauce’ of Big Data
  20. 20. “Big Data is not about the Data” Gary King, Harvard University
  21. 21. Does she normally travel for business or leisure with us? What level of discount should I give her? Which flight ancillary bundle should I offer her? #4. Data Science Clustering Lifetime Value Propensity
  22. 22. Clustering
  23. 23. Customer Lifetime Value
  24. 24. Propensity
  25. 25. How can these insights transform your marketing strategy?
  26. 26. Increased conversion rates More effective marketing Increased revenue per transaction Improved re-purchase rates Increased satisfaction, loyalty and advocacy Source: Boston Consulting Group
  27. 27. Thank you

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