Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Top 3 Ways Big Data Will Transform Digital Marketing in 2013

1,730 views

Published on

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?

Published in: Technology
  • Be the first to comment

Top 3 Ways Big Data Will Transform Digital Marketing in 2013

  1. 1. Sponsored by:
  2. 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 CampaignTrends Survey Management (Aug. 2012) (Sept. 2012) n= 847 n= 208 REVENUE ROMI CONVERSION RATE #BigData 2
  3. 3. ••• – Top 3 Ways it will Transform Marketing in 2013 #BigData 3
  4. 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. 5. 2012 IBM Study • 1,700 CMOs from 64 Countries 1. IBM 2012 Study: From Stretched to Strengthened #BigData 5
  6. 6. 1. IBM 2012 Study: From Stretched to Strengthened#BigData 6
  7. 7. Figure 1: Use of TechnologyHow many marketing technologies does your  Email Marketingorganization 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. 8.     #BigData 8
  9. 9. Which of the following are you currently leveraging in your digital marketingplatform? 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. 10. • Multiple Systems Supporting Marketing Social Landing Paid Media Email Marketing Page Search Marketing Hosting Web eCommerce/ Analytics Website Mobile #BigData 10
  11. 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. 12. • Multiple Systems Supporting Marketing Social Landing Paid Media Email Marketing Page Search Marketing Hosting CRM Web Analytics eCommerce/ ≠ Website Mobile #BigData 12
  13. 13. Does your organization regularly make marketing decisions usingmeasurement and data? Top Performers Everyone Else Yes Yes 39% 65% #BigData 13
  14. 14.  Did tangible ROI inform marketing decisions during 2012? No Yes 72% 28% #BigData 14
  15. 15. 15
  16. 16. #BigData 16
  17. 17. #BigData 17
  18. 18. 1) Automated Engagement •2) Roles 3) Analytics #BigData 18
  19. 19. Search Term: “big data” 2008 2009 2010 2011 2012 #BigData 19
  20. 20. What is Big Data? #BigData 20
  21. 21. • – Web Analytics – Social Media – Campaigns – Offer Optimization – Pricing #BigData 21
  22. 22. #BigData 22
  23. 23. Systems / DatabasesEXTERNALFINANCECUSTOMER SERVICESALESMARKETING #BigData 23
  24. 24. Systems / DatabasesEXTERNALFINANCECUSTOMER SERVICE Customer DataSALESMARKETING #BigData 24
  25. 25. • 1M Bytes •GIGABYTE (GB) 1024 GB •TERABYTE 1M TB •EXABYTE The worlds information is measured in Exabytes. #BigData 25
  26. 26. • #BigData 26
  27. 27. #BigData 27
  28. 28. •••• #BigData 28
  29. 29. CMOs can easily approve new sources of data with the swipe of acredit card so strategy becomes critical to managing big data. #BigData 29
  30. 30. CMOs can easily approve new sources of data with the swipe of acredit 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. 31. CMOs can easily approve new sources of data with the swipe of acredit card so strategy becomes critical to managing big data. Cha-Ching: Multi-Channel Digital Marketing Platforms #BigData 31
  32. 32. #BigData 32
  33. 33. Structured Unstructured #BigData 33
  34. 34. Hard Drives to large Flash Memory #BigData 34
  35. 35. ••• #BigData 35
  36. 36. •#BigData 36
  37. 37. • – 360 view of customer engagement•• #BigData 37
  38. 38. •• #BigData 38
  39. 39. •• #BigData 39
  40. 40. •• #BigData 40
  41. 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. 42. • – Demonstrate a long term strategy for customer data• #BigData 42
  43. 43. ••• #BigData 43
  44. 44. • – Tweets & Retweets over time• Story: But Will It Make You Happy? How it spread on twitter: First Tweet #BigData 44
  45. 45. •• – People get up later on the west coast than the east coast #BigData 45
  46. 46. • • •#BigData 46
  47. 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. 48. Product Insights Testing R&DPricing Big Campaign Optimization Data Offer Marketing Optimization Mix Competitive Insights #BigData 48
  49. 49. #BigData 49
  50. 50. •••••• #BigData 50
  51. 51. ••• #BigData 51
  52. 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. 53

×