1. The Age of Big Data & The
Modern Marketer
James Murray, Digital Insight Manager
SES London February 2013
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3. Big data is causing headaches for lots of
businesses
The challenge is to link back as much information as possible to an
individual creating a Single Customer View.
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4. For those of you still thinking about 15 petabytes
200 years of continuous HD video
The total hard drive capacity of all
computers made in 1996
30% of the entire written
works of mankind
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5. What we know and will know about consumers
is changing
But it needs to be linked to make sense
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6. Data linkage - Best guesses don’t always work
The same pieces can tell totally different stories if not combined in a cohesive
and consistent manner !
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7. 7

8. Question
What was the most
searched for gift this
Christmas?
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9. Onesies!
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Image Source: http://www.independent.co.uk/voices/iv-drip/onesies-voted-worst-fashion-trend-of-2012-8381694.html 9

10. How do people search for Onesies online?
Most popular animal onesies
5% 12%
12% of Onesie searches
included the word ‘men’ or
‘mens’ more than twice as
many searches which
included the word ‘womens’
or ‘ladies’
© 2013 Experian Limited. All rights reserved. Source: Experian Hitwise data 12 weeks ending 8 December 2012. Wordcloud created in Tagxedo. 10
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11. Question
Which month of the year
do people search for
contact lenses the most?
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12. Why would people search for contact lenses in
October?
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13. Image source: http://trueslant.com/michaelshermer/2010/06/09/everybody-lies-why/ 13

14. Cognitive dissonance – we lie to make ourselves
look good
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15. The search bar doesn’t judge you
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16. How to searches
© 2013 Experian Limited. All rights reserved. Source: Experian Hitwise data 12 weeks ending 12 January2013. Wordcloud created in Tagxedo. 16
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17. If you can’t trust people, you can trust data
“In God we Trust...
...All others bring data”
Dr. W. Edwards Deming
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18. Demographic data and multi-channel segmentation
Introducing Experian’s segmentation solution
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19. Example audiences we could create
People travelling to
Social shoppers
New York
People living near
Early adopters
your stores
First time mothers Healthy eaters
People with 3 or more London commuters
cars
Recent retirees Basket abandoners
© 2013 Experian Limited. All rights reserved. NB: Audiences modelled on anonymised consumer data from Experian Hitwise and MOSAIC 19
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20. Family Travellers & Luxury Travellers
Defining unique segments
Family Travellers Luxury Travellers
Online behavioural based Online behavioural based
segment defined by people segment defined by people
searching for family holidays searching for luxury holidays
or making a visit to a family or making a visit to a luxury
travel website such as: travel website such as:
• Disneyland Paris • Secret Escapes
• Butlins • Voyage Prive
• Away with the Kids • Hayes & Jarvis
• Budget Family Breaks • Kuoni Travel
• Tots Too • Abercrombie & Kent
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21. Where do Luxury travellers want to fly to?
Expensive city breaks and Middle East resorts
Luxury travellers are much
less likely to search for
cheap flights than the Luxury travellers are more
average consumer. likely to search for flights to
city break destinations like
Barcelona (10% more likely
than the UK average) and
Rome (25%)
© 2013 Experian Limited. All rights reserved. Source: Experian Hitwise data for 12 weeks ending 28 July 2012
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22. Where do Family Travellers want to fly to?
Spanish destinations and the lure of Mickey Mouse
With the attraction of
Disney World family
travellers are 20% more
likely than the average
consumer to search for
flights to Florida.
Family travellers are
principally interested in
resorts in Spain.
Malaga (+17%) and
Tenerife (+14%) are firm
favourites.
© 2013 Experian Limited. All rights reserved. Source: Experian Hitwise data for 12 weeks ending 28 July 2012
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23. Where in the UK are Family and Luxury Travellers?
Luxury travellers skew towards London and the South
Family Travellers Luxury Travellers
© 2013 Experian Limited. All rights reserved. Source: Experian Hitwise data for 12 weeks ending 28 July 2012. Maps drawn using Tableau.
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24. Which channels work best for audience targeting?
Family travellers respond better to search and social than Luxury
travellers
Luxury travellers are 12%
more likely than Family
travellers to click through
Family travellers are more from an email
engaged on social media
© 2013 Experian Limited. All rights reserved. Source: Experian Hitwise data for 12 weeks ending 28 July 2012. 24
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25. What do family travellers watch on TV?
What are people going to “Like” on Facebook?
TV Shows searched for Facebook advertising can become a lot
More more targeted and achieve higher CTR if
Likely  Dr Who you know what your audience likes.
 Big Brother Coupled with demographics and lifestyle
data an ideal target for family travel ads
 Emmerdale would be 35-45 males, living in North West
England who “Like” Emmerdale.
 Biggest Loser
 Pointless
 The Only Way is Essex
 Coronation Street
 Deal or No Deal
 Primeval
 Hollyoaks
Less
Likely
 This Morning
Data source: Experian Hitwise for 12 weeks ending 28 July 2012. TV shows are ranked by Index how likely family travellers
© 2013 Experian Limited. All rights reserved. are to search for the show compared to the UK population average.
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26. Key Takeaways
There is no shortage of
big data but being able to
Data is pointless
link disparate data sets
together is a key challenge for Insight is everything
businesses
Big data is all about
understanding the
customer. Armed with this
Everybody Lies knowledge you can start to be a
lot smarter about how you
…just get used to that
target and interact
with them
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27. Meet Lucy to find out more about how Experian
brings together big data
www.experian.co.uk/lucy
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28. Check out our websites
http://www.hitwise.com/uk
http://www.cheetahmail.co.uk
Or email me directly:
james.murray@experian.com
And Twitter:
@Hitwise_UK
@ExperianMtg
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2012
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