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Banalytics - Monetizing corporate big data | Instarea

How to use corporate big data for external applications, remain legally and ethically compliant and create a solution with clear public good? At the marketing edition of Banalytics in Bratislava, Matej Misik shared our approach to big data monetization for telcos, banks and other data rich industries.

Instarea is a "laboratory" for innovative big data monetization ideas within the international Adastra group. A young committed team, fresh thinking and a lust for adventure define us as a company. We yearn to change the world for the better through data.

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Banalytics - Monetizing corporate big data | Instarea

  1. 1. Market Locator | Big data based Population Analytics & Targeted Marketing Matej Misik | Senior Consultant @ Adastra Partnering Tomas Synek | Senior Consultant @ Adastra 1 B2B Targeted Marketing & Population Analytics solution Smart cities planning & using Big Data
  2. 2. Market Locator | Big data based Population Analytics & Targeted Marketing Our clients’ big data reality The “Maslow” big data monetization pyramid Internal application Full package External use & monetization Technology Data Identification The ultimate big data monetization point • Provide a full offering for B2B – a integrated and automated solution for data resale and complimentary solutions Create opportunity to provide data to external entities • Need for thorough ethical and legal examination to provide data in a secure and profitable manner DWH offloading • Reduce the load on expensive DWH infrastructure and store data cheaper Campaign optimization • Apply gathered data for purposes of customer retention, up-sell, cross-sell Opportunity mapping • Get a good understanding of existing and potential data acquisition
  3. 3. Market Locator | Big data based Population Analytics & Targeted Marketing You hear a lot about technology…You hear a lot about technology… What the big data market has to offer And what the limitations / opportunities are 3 You hear a lot about technology… What about application? How to use & sell? Mostly oriented on internal use-cases • Data monetization & Targeted Marketing • Solution created for monetization of your valuable data • Self service app for your B2B customers • Multi-industry to include data from 3rd parties “Google AdWords & Google Analytics ” for the brick & mortar world
  4. 4. Market Locator | Big data based Population Analytics & Targeted Marketing 1) Identification & gathering of data (structured, semi-structured), aggregate, store efficiently in an accessible format 1b) Enrich with data from other sources and industries (each industry has unique valuable sources of info) 2) Efficiently store the big data -> use internal & external application create business case for technology 4) Combine for advanced analytics on population data to identify new opportunities, target audiences & insights Targeted Marketing Develop new offerings for your existing B2C customers and reach new prospects with one-to-one marketing Population Analytics Launch an online population analytics “shop” or platform for your B2B customers and monetize your enriched data The process From the base of the pyramid to the peak 3) Ensure maximum data security and anonymize data (strict compliance with data and personal privacy) 4
  5. 5. Market Locator | Big data based Population Analytics & Targeted Marketing Solution • Unique, data centric B2B service for analytics & targeted marketing • Position Mobile Network Operator (MNO) as innovative leader in data analytics & value added services. Challenge • Wealth of data valuable to other organizations • Customers open to relevant/timely offers Results • Pilot achieved < 1 year ROI for data and channel partner (MNO) • Positioned it as a technological innovator with B2B clients & subscribers Market Locator The story behind Market Locator Creating a value added data monetization service Opportunity • Market saturation in telco, but also banking • Over the top disruption
  6. 6. Market Locator | Big data based Population Analytics & Targeted Marketing Online tool, visual population heat-maps and simple target market filtering based on hard-data Self service campaign creation, immediate execution & analytics. Event-driven campaigns What monetizing corporate data can look like? Web based tool for analytics & targeted mobile marketing 6 Self service BI & campaign creation Self-service web shop for data and campaign credits Integrated campaign reporting, invoicing Web based solution with a simple graphic UI Online data order processing and payment
  7. 7. Market Locator | Big data based Population Analytics & Targeted Marketing 7 You can register and test as normal user on app.marketlocator.sk/Security/Registration.aspx
  8. 8. Market Locator | Big data based Population Analytics & Targeted Marketing Telecommunications § Data resale for both govt. & private sector analytics § Targeted marketing solutions § Shift toward broad B2B offering outside of traditional telephony Banking § Understand where my target clients shop § Understand what complementary products they buy § Understand who my competition is & which customers they target Internal application § Optimize campaigns based on where the target population is most often present during certain times of day § Possibility to delegate marketing efforts to local managers Opportunity to become a media & marketing agency Opportunity to deliver unique B2B analytical offer Empower internal marketing with new business oriented tools The opportunities are present in many industries. 8 Other industries / applications? Many face similar problems & opportunities in data monetization
  9. 9. Market Locator | Big data based Population Analytics & Targeted Marketing 9 The journey From just big data to a physical Google Analytics & Google Adwords Challenge Give corporate big data a palpable value Legal Lengthy legal & ethical definition of constraints & definition of code of conduct Data Investigation Find out what data you have and could potentially gather. Define use cases for data. Combine with marketing Bring together the world of population analytics & targeted marketing Market Locator Integrate with an accessible data monetization platform Next steps New data providers & new marketing channels Done well, can be achieved in 3 – 5 months with low internal / external investment
  10. 10. Market Locator | Big data based Population Analytics & Targeted Marketing Multi-provider in Slovakia 6 countries in negotiation New analytical capabilities New channels (email, MMS, billboards...) New industry data New targeting capabilities
  11. 11. Market Locator | Big data based Population Analytics & Targeted Marketing Constantly in development Improving analytics - attribute distributions on map
  12. 12. Market Locator | Big data based Population Analytics & Targeted Marketing Adastra Partnering, s.r.o. Francisciho 4 811 08 Bratislava Phone: +421 908 481 099 www.marketlocator.sk matej.misik@adastra-partnering.com facebook.com/AdastraPartnering twitter.com/AdaPartnering Make sure to check out Adastra Partnering, s.r.o. 29. Augusta 36/A 81109 Bratislava 1 www.adastra-partnering.com Senior Business Consultant Adastra Partnering matej.misik@adastra-partnering.com +421 908 481 099 Matej Misik 12

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