Big data - what every marketer needs to know

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Big data - what every marketer needs to know

  1. 1. Big  Data  –  What  every  marketer   needs  to  know   Dr.  Ana  Isabel  Canhoto     Senior  Lecturer  in  MarkeAng  &  Program  Leader  -­‐  MSc  MarkeAng   Oxford  Brookes  University   www.anacanhoto.com   TwiJer:  @canhoto     Canhoto    2012  
  2. 2. The  behaviours   Canhoto  2012  
  3. 3. The  technology   Store  Capture   Analyse   Canhoto  2012  
  4. 4. The  dynamics    Source:  Michael  E  Driscoll,  Metamarkets  -­‐  hJp://www.slideshare.net/medriscoll/driscoll-­‐strata-­‐buildingdatastartups25may2011clean#btnPrevious     Canhoto  2012  
  5. 5. The  economics  of  data   •  Low  value  or  Value   very  small   segments   become   profitable   •  New  business   opportuniAes   •  Low  value   data   becomes   Cost   useful   Canhoto  2012  
  6. 6. Relevant  services    •  PersonalisaAon  of  interacAons  •  LocalisaAon  of  retail  environments  •  MulAple  channel  =>  Omnichannel  •  GeolocalisaAon  and  Geofencing   –  Adverts  and  offers   Canhoto  2012  
  7. 7. IdenAfying  trends  •  PredicAon  /  Early  warning   –  Movements  –  diseases,  demand,  pricing…  •  Influencers  –  rumours,  virality,  …   Canhoto  2012  
  8. 8. CompeAAve  Intelligence  •  Travel  paJerns  •  Recruitment  acAviAes  •  MeeAngs  •  Projects   Canhoto  2012  
  9. 9. Issues   Canhoto  2012  
  10. 10. Sources  •  Available  vs.  representaAve   –  E.g.,  Using  TwiJer  to  research  the  Arab  Spring  •  Quality  •  Merging  databases   Canhoto  2012  
  11. 11. Methods  &  Skills   Canhoto  2012  
  12. 12. Usage   Canhoto  2012  
  13. 13. Big  Data  –  What  every  marketer   needs  to  know   Dr.  Ana  Isabel  Canhoto     Senior  Lecturer  in  MarkeAng  &  Program  Leader  -­‐  MSc  MarkeAng   Oxford  Brookes  University   www.anacanhoto.com   TwiJer:  @canhoto     Canhoto  2012  

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