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Big data big results practical tips to start small by jon baron

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Big data big results practical tips to start small by jon baron #SMX #23A

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Big data big results practical tips to start small by jon baron

  1. 1. Big Data, Big Results... Jon Baron, CEO @TagManJon …starts small. Practical tips.
  2. 2. • Big Data, Big Opportunities • 20% revenue* • Practicalities hinder progress Step 1: Data Unification The Story *McKinsey research 2013
  3. 3. Why TagMan? • Pioneered Tag Management in 2007 • Innovated: • Tag Management • Marketing Data Unification • Real-time Attribution
  4. 4. Marketing (Clicks & Views) Cross-Platform (Web, mobile, video, events) Onsite (Behavioral) Attribution (Conversion Path) 3rd Party (DMP Data) 1st Party (CRM Data) BIG DATA Cross-platform Data Tracking and Management Typical Customer Environment • 12 – 30 tech vendors • 10+ dashboards • Multiple Data Silos
  5. 5. ROI Reporting: 49% 'not sure' how they reward marketing partners Big Data: 31% ‘data overload’ biggest business challenge Complex Marketing Systems: 34% operational management huge challenge The Latest: Marketing Challenges *TagMan Big Marketing research May 2013
  6. 6. Data Unification: Before TMS ‘Tag Management Systems occupy a unique position for coordinating the delivery and collection of data’
  7. 7. Data Unification: After TMS ‘Tag Management Systems…removes the biggest stumbling block to taking full advantage customer data…’ Jim Sterne Sept ‘13
  8. 8. Marketing (Clicks & Views) Cross-Platform (Web, mobile, video, events) Onsite (Behavioral) Attribution (Conversion Path) 3rd Party (DMP Data) 1st Party (CRM Data) Cross-platform Data Tracking and Management TMS consumer data unification • 1 view of consumer • Big Data alive • Revenue upside
  9. 9. 15% INCREASE in sales YOY Unified Consumer view 12% DECREASE in cost per sale YOY Case Study 1: Big Data, Better Bookings
  10. 10. Unified view of consumer 6X SEO 3X generic 12X social Increase in revenue + mktg budget Case Study 2: New consumer view
  11. 11. Track consumer: online ads to site behavior In-store sales driven by online marketing Case Study 3: Global Electronics Giant Unified consumer data meshed: TV, billboard, print, in-store
  12. 12. Advertiser data, vendor Big Data cap-ex Increased conversions 300% VENDORS Activate Advertising (Clicks & Views) Cross- Platform (Web, mobile, video) Behavioral (Website) CRM Data (1st party) UNIFIED CONSUMER VIEW
  13. 13. 1. Big Data starts small, starts today 2. On the path - unified view of the consumer 3. Activate vendors to execute Big Data And it begins…
  14. 14. Thank you

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