My keynote presentation at the Data Driven Congres of STIMA/Stichting Marketing. Presentation speaks about Big Data and how to deal with it.

1. DATA

3. ENIACElectronic Numerical Integrator And Computer

4. DATAWAREHOUSE
BIG
DATA
CRM
BI

5. NOT
NEW
It’s still a car

6. Most important parts of a car
1. Engine
2. Wheel
3. Brakes
4. Strearing wheel
5. Body & seating

7. BIG
7 billion
1 billion Facebook users
½ billion Twitter accounts
200 countries & 250
nationalities

8. SMALL
800 million
47 countries
27 in the EU
250 million fb users

9. SMALLER
Average Belgian e-mail Database
Below 100,000 records
10 million
4.8 million fb users
100, 000

10. Big?

11. The way to nowhere

12. 75%
Of seniors say their company is
“data driven”

13. 65%
(Big) Data not part of the strategy

14. 56%
Organisational silo biggest barrier

15. 18%
Belgian organisations investigate
Big Data

16. Why?

17. Challenges

18. Organisation
silos

19. Technical debate

20. People
skillsTools
Technology

21. BRING THE
LOVE BACK
In Marketing

22. Once…

23. Nobody
understands

24. “Simply possessing stores of data does not
automatically distribute your marketing
spend into the right channels and
generate an impressive ROI”
Jon Baron – CEO Tagman

25. CONNECT
1

27. Own data
Shop data
3rd party data
Click behaviour websites
Click behaviour
newsletters
E-commerce data
Brochure pick-up
Upsell
Welcome back
Satisfaction survey
Booking satisfaction
Facebook data
Mobile data

28. The sources
DM
Campaigns
Abandon
cart
Segmented
websites
Segmentation
& RFM model
CRM
users
More than 4 million
Belgians in our DB
E-mail newsletters

29. The sources
Twitter
accounts
Google+
accounts
Facebook
pages
Pinterest
accounts
Youtube
channels
+300,000 fans
2,000 followers
Open graph 2

30. Perfection
Does not exist

31. TIME

32. PEOPLE

33. SEGMENTATION
2

34. Socio demo

35. Socio demo
age
gender
education
Social class
employment
Maritial status

36. Simple
Filter

37. 20 – 25 year old
Female
Student
Single
University student
No children
Lower social class

38. Challenges

39. Hobby
Interests
Pets
Living together
Still living at home
shopaholic
?

40. Data connection
Mobile savy
E-commerce
Real-time mobile
use
Workplace vs living
?

41. TIME
COMPLEXITY
Socio demo
(Buying) history
Lifestyle criteria
Behaviour criteria
Degree of ROI Real-time (social/mobile)
Behaviour criteria
Excel
access
SAP
Oracle / IBM

42. Confirmed behaviour
Unknown future behaviour

44. Visualise it!

45. Visualise it!

46. Visualise it!

47. WTF!

48. Gamification of data

50. Recommendations

51. Start now!

52. We need
Mad men
Mad scientists

53. Twitter.com/hanssmellinckx
www.onlinemarketingmanager.be
HANS SMELLINCKX
Innovation & Marketing Projects
20 years experience
Founder
Social Marketing Forum
®Evolution
Social Media
E-mail Marketing
Digital Marketing
Multi-channel Marketing
Mobile Marketing
Metrics, KPI’s & dashboardingBlogger
Thomas Cook Belgium
CRM
Branding & Reach
TEDx Flanders