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.

Big Data: Implications for Marketing and Strategy

1,740 views

Published on

Introductory presentation of Big Data and its implications for Marketing and Strategy. The presentation discusses Big Data principles, landscape, value chain, and its implications for Marketing and Strategy through a couple of very interesting case studies.

Published in: Business, Technology
  • Be the first to comment

Big Data: Implications for Marketing and Strategy

  1. 1. C.K.Kumar What it means for Strategy & Marketing @SupraMBA #PCATX11 The Big Deal with Big Data
  2. 2. Big Data : Big Deal C.K. Kumar  What is Big Data ?  Big Data vs. Small Data  Big Data – Impact on Strategy / Marketing  Case Studies  Big Data and SMB Agenda
  3. 3. Big Data : Big Deal C.K. Kumar Big Data – a definition "Big data refers to things one can do at a large scale that cannot be done at a smaller one.” :Victor Mayer – Schonberger & Kenneth Cukier Authors
  4. 4. Big Data : Big Deal C.K. Kumar Big Data – a small Introduction Doug Laney, Gartner, 2001 Martin Hilbert, USC
  5. 5. Big Data : Big Deal C.K. Kumar Big Data – Guiding Principles  All the data, all the time  Trade accuracy for insight  What, not Why Based on Victor Mayer – Schonberger & Kenneth Cukier
  6. 6. Big Data : Big Deal C.K. Kumar Big Data vs. “Small” Data Big Data should NOT defined by size. Size is incidental ! Criteria Small Data Big Data # of Data Points Limited ~All # of Data Sources Few Many Sampling Expensive, Accurate No Sampling Data Type Structured All Types
  7. 7. Big Data : Big Deal C.K. Kumar Bruce Reading, VoltDB Big Data Value Chain
  8. 8. Big Data : Big Deal C.K. Kumar Big Data Work Flow Data Sources  Structured  Semi-structured  Unstructured  Physical  Virtual  Contextual Data Collection  Performance  Deduction  Inference  Prediction Analyses  Options  Prevention  Recommendation  No Action Decisions Technology Oriented Business Oriented Based on R. Wang & Insider Associates
  9. 9. Big Data : Big Deal C.K. Kumar Big Data to grow from $3.2B in 2010 to $16.9B in 2015 - IDC 68% of Marketers expected to increase spending on data - Forrester Research
  10. 10. Big Data : Big Deal C.K. Kumar Big Data’s Impact on Strategy Based on McKinsey Articles on Big Data
  11. 11. Big Data : Big Deal C.K. Kumar Big Data’s Impact on Marketing
  12. 12. Big Data : Big Deal C.K. Kumar Big Data in Action - Target  Inflexion in Buying  Correlation  Track and Engage  Test  Feedback loop  Success!
  13. 13. Big Data : Big Deal C.K. Kumar Big Data in Action - EGI  Pre-eminent in E&P Research  Archival and Real-Time big data  iCORDS™ Data Platform  Potential impact to E&P Industry
  14. 14. Big Data : Big Deal C.K. Kumar Big Data & SMB Source: The METISfiles 2012 Data - Driven Goals  Strategic  Marketing Scale without Mass Byte Inventory Datafy
  15. 15. Big Data : Big Deal C.K. Kumar Big Data – Key Takeaways  Big Data is creating new opportunities  Fragmented ecosystem will mature  Perpetual Value : Data  Insights  Actions  Data  Pre-emptive, Ultra-customized Product / Service  Big Data strains societal morals / ethics
  16. 16. Big Data : Big Deal C.K. Kumar Thank You

×