A short presentation I gave to a group of sales and marketing people on big data. This was very high level.

1. By Edward Chenard
http://www.linkedin.com/in/echenard

2. Topics Covered
 Consumers Today
 How Big Data can Help Bridge the Gap between
Consumers and Businesses

3. Introduction
 Who am I
 Product and Strategy Manager at Best Buy
 I manage the team that runs the companies largest
hadoop cluster.
 I manage all customer facing recommendation engines
across the entire enterprise.
 I create the digital strategies for mobile, tablet, apps, big
data, and digital tools
 Yes, my days are very busy…

4. Consumers Today
 Consumers want to learn and discover products.
 Make it easy to find products.
 Consumers are looking for ways to maximize their
shopping experience.
 Consumers don’t have time to spend all day looking for a
product, they need it now!
 Consumers want simplicity of services.
 Make it easy to get information that is relevant.

5. Consumers want to learn and
discover new products
 Consumers, especially younger consumers, want to
enjoy the discovery of products – not be sold to.
 Price sensitive shoppers love to research before they
buy.
 Lifestyle consumers love to discover what new
products fit their own lifestyle.

6. Consumers are looking for ways to
maximize their shopping Experience
 Consumers don’t have time to go through a long sales
process, so don’t waste their time with 20 qualifying
questions when all they need is a simple answer.
 The amount of time a consumer has to wait to get what
they wants, becomes your new brand message in that
consumer’s mind, don’t waste their time.

7. Consumers Want Simplicity of
Service
 Don’t make things difficult, if the process is designed
for your benefit and not the customers, then you are
going to lose the customer.
 Simple means as few moving parts for the customer to
deal with, give them what they want up front and how
they want it.
 Don’t try to inspire your sales people to inspire
customers when all the customer wants is a cable and
to be in and out in 5 minutes.

8. How Big Data Can Help
 Improving the way we target customers
 Improving our ability to address the customer pain
points better
 Giving customers the information they want and in
the format they want it.

9. Big Data Analytics
 Big data (defined as map-reduce with some sort of
algorithm for the logic aspect) is a tool that can help
address customer wants.
 Better information, the more information I have, the
more I can tell what customers will want.
 The better information I have the better I can serve up
information that is relevant and useful to customers.
 Information used properly, is the best competitive
advantage today.

10. Big Data and Personalization
 With big data, we can take personalization to a level
we had not been able to before.
 Providing consumers with information they way
 Providing consumers with information that is actually
useful for them, i.e. (help them learn and discover, not
sell to them).
 Big data helps us collect information from all touch
points to provide an integrated channel experience.

11. Big Data and Information Overload
 The amount of information people are exposed to
everyday is growing.
 Companies that can use big data to reduce the amount
of clutter for consumers, will win the race to the top.
 As consumers have more information overload, they
block out more and more, value will be places on
companies that get to the point without the fluff.
 Big data analytics will become a big part of achieving
new service models for consumers.

12. Big Data Takeaways
 Keep it simple, consumers will have more information
overload, if you add to this problem, you make yourself
less useful to consumers.
 Big data analytics will be a key competitive
differentiator.
 Don’t leave it to IT alone to come up with the ideas in
this space. Big data is very much a customer
experience issue, not an IT issue.