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Top 3 Ways Big Data Will Transform Digital Marketing in 2013

Marketing is evolving. At times faster than some of us can keep up. Every good marketer can attest to the complexity of managing multi-channel execution; fragmented data, fragmented solutions, and ultimately, a fragmented customer experience. Execution is hard enough, but then there’s measurement and justification of marketing spend across channels. Is the data available across channels? Is the level of granularity on analysis actually useful for campaign optimization?

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Sponsored by:
Top Performers: Respondents that achieved
                                 Top Quartile performance in key KPI’s

          TODAY’S STATS          Everyone Else: Everyone Else
  Total survey responses: 1055




 2012 Email        Campaign
Trends Survey     Management
 (Aug. 2012)      (Sept. 2012)
   n= 847            n= 208

                                                REVENUE
                                                ROMI
                                                CONVERSION RATE



                                    #BigData                                 2
•



•

•
    – Top 3 Ways it will Transform Marketing
      in 2013




                               #BigData        3
•
•

                   Top Challenges in 2012 (All Respondents)
                                     Top Performers

               Data Centralization                                                74%

    Multi-channel communications                                           62%

     Optimizing the marketing mix                                        59%

         New customer acquisiton                                      54%

         Analytics and dashboards                              43%
                                                      * 2012 Multi-Channel Campaign Trends (n=345)

                                       #BigData                                                4
2012 IBM Study
 • 1,700 CMOs from 64 Countries




                              1.   IBM 2012 Study: From Stretched to Strengthened

                            #BigData                                                5
1.   IBM 2012 Study: From Stretched to Strengthened

#BigData                                                6
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Top 3 Ways Big Data Will Transform Digital Marketing in 2013

  • 2. Top Performers: Respondents that achieved Top Quartile performance in key KPI’s TODAY’S STATS Everyone Else: Everyone Else Total survey responses: 1055 2012 Email Campaign Trends Survey Management (Aug. 2012) (Sept. 2012) n= 847 n= 208 REVENUE ROMI CONVERSION RATE #BigData 2
  • 3. • • • – Top 3 Ways it will Transform Marketing in 2013 #BigData 3
  • 4. • • Top Challenges in 2012 (All Respondents) Top Performers Data Centralization 74% Multi-channel communications 62% Optimizing the marketing mix 59% New customer acquisiton 54% Analytics and dashboards 43% * 2012 Multi-Channel Campaign Trends (n=345) #BigData 4
  • 5. 2012 IBM Study • 1,700 CMOs from 64 Countries 1. IBM 2012 Study: From Stretched to Strengthened #BigData 5
  • 6. 1. IBM 2012 Study: From Stretched to Strengthened #BigData 6
  • 7. Figure 1: Use of Technology How many marketing technologies does your  Email Marketing organization regularly use?  Web Analytics  Landing Page Hosting  Social Media Monitoring 50%  Marketing Automation  List Management % of Respondents 44%  Mobile Engagement 37%  Customer Management 25% 30%  Contact Center 27% 22%  Salesforce Automation 13% 11% 15%  Digital Asset Management  Project Management 0%  Marketing Calendar 1 2 3 >3  Marketing Financials # of Marketing Technologies  Creative Tools  Data Warehouse Top Performers Everyone Else * Campaign Management Survey 2012 n= 208 #BigData 7
  • 8.     #BigData 8
  • 9. Which of the following are you currently leveraging in your digital marketing platform? Percentage (All Respondents) Trigger Email Campaigns 23% Mulit-Channel Campaigns 58% CRM Integration 67% Drip Email Campaigns 76% Batch Email Campaigns 85% 0% 20% 40% 60% 80% 100% * Campaign Management Survey 2012 n= 208 #BigData
  • 10. Multiple Systems Supporting Marketing Social Landing Paid Media Email Marketing Page Search Marketing Hosting Web eCommerce/ Analytics Website Mobile #BigData 10
  • 11. • • Multiple Systems Supporting Marketing ? Email Social Landing Paid Media Email Marketing Page Search Website Marketing Hosting Landing Page Web eCommerce/ Mobile Analytics Website Mobile Social ? #BigData 11
  • 12. Multiple Systems Supporting Marketing Social Landing Paid Media Email Marketing Page Search Marketing Hosting CRM Web Analytics eCommerce/ ≠ Website Mobile #BigData 12
  • 13. Does your organization regularly make marketing decisions using measurement and data? Top Performers Everyone Else Yes Yes 39% 65% #BigData 13
  • 14. Did tangible ROI inform marketing decisions during 2012?   No Yes 72%  28%    #BigData 14
  • 15. 15
  • 16. #BigData 16
  • 17. #BigData 17
  • 18. 1) Automated Engagement • 2) Roles 3) Analytics #BigData 18
  • 19. Search Term: “big data” 2008 2009 2010 2011 2012 #BigData 19
  • 20. What is Big Data? #BigData 20
  • 21. – Web Analytics – Social Media – Campaigns – Offer Optimization – Pricing #BigData 21
  • 22. #BigData 22
  • 23. Systems / Databases EXTERNAL FINANCE CUSTOMER SERVICE SALES MARKETING #BigData 23
  • 24. Systems / Databases EXTERNAL FINANCE CUSTOMER SERVICE Customer Data SALES MARKETING #BigData 24
  • 25. 1M Bytes •GIGABYTE (GB) 1024 GB •TERABYTE 1M TB •EXABYTE The worlds information is measured in Exabytes. #BigData 25
  • 26. #BigData 26
  • 27. #BigData 27
  • 28. • • • • #BigData 28
  • 29. CMOs can easily approve new sources of data with the swipe of a credit card so strategy becomes critical to managing big data. #BigData 29
  • 30. CMOs can easily approve new sources of data with the swipe of a credit card so strategy becomes critical to managing big data. Cha-Ching: Cha-Ching: Instant Web Instant Email Analytics Marketing Cha-Ching: Instant Social Media Marketing Cha-Ching: Instant eCommerce #BigData 30
  • 31. CMOs can easily approve new sources of data with the swipe of a credit card so strategy becomes critical to managing big data. Cha-Ching: Multi-Channel Digital Marketing Platforms #BigData 31
  • 32. #BigData 32
  • 33. Structured Unstructured #BigData 33
  • 34. Hard Drives to large Flash Memory #BigData 34
  • 35. • • • #BigData 35
  • 37. – 360 view of customer engagement • • #BigData 37
  • 38. • • #BigData 38
  • 39. • • #BigData 39
  • 40. • • #BigData 40
  • 41. – Ability to translate business insights into strategic recommendations – Willingness to seek analytical answers – Possibly new roles for some organizations • Marketing Scientist #BigData 41
  • 42. – Demonstrate a long term strategy for customer data • #BigData 42
  • 43. • • • #BigData 43
  • 44. – Tweets & Retweets over time • Story: But Will It Make You Happy? How it spread on twitter: First Tweet #BigData 44
  • 45. • • – People get up later on the west coast than the east coast #BigData 45
  • 46. • • • #BigData 46
  • 47. – Propensity to purchase given time of day – Optimal channel strategy given time of day • Late at night: Email • During the day: Phone/Mobile – “Pull” campaigns with lead nurturing • – Reach, Frequency, & Monetization? – Mobile + Email, Just Mobile? – Conversion: Sales, Clicks, Information Consumption? #BigData 47
  • 48. Product Insights Testing R&D Pricing Big Campaign Optimization Data Offer Marketing Optimization Mix Competitive Insights #BigData 48
  • 49. #BigData 49
  • 50. • • • • • • #BigData 50
  • 51. • • • #BigData 51
  • 52. Deep Dive: The Future of Marketing Analytics and the Power of Big Data (November 2012) Download for free at www.gleanster.com http://www.gleanster.com/reports/reports/the -future-of-marketing-analytics-and-the-power- of-big-data #BigData 52
  • 53. 53

Editor's Notes

  1. CMO’s feel unprepared for the amount of complexity they face.
  2. Aesop's Fables, translated by Laura Gibbs (2002)457. THE HUNTERS AND THE DEER WITH ONE EYE Perry 75 (Chambry 105 *)There was a deer who had lost an eye, so she lived on the shore, keeping her good eye towards the land, looking for hunters. Meanwhile, she turned her blind eye towards the sea, since she did not expect any danger from that direction. Then some men came sailing by, took aim, and shot the deer. The deer bewailed her fate, since she had been afraid of something that didn't affect her at all, while she was undone by something she didn't even think was dangerous. The fable shows that the things we think are harmful turn out to be helpful, and the things we think are helpful turn out harmful.
  3. Pentabyte= 1M Gigabytes