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Predictive & real time marketing
Overview and trends
Prof.dr. Ed Peelen
Draag bij aan een klantgericht Nederland
www.pvko.nl @PvKO #PvKO facebook.com/pvko.nl
• Kennis delen en inspiratie opdoen
...
Marketing Management / Ed Peelen 4
Online Social Mobile data
Source: Mieke Ketelaere, SAS
2. Potential impact: Internet of Things
5
Connectivity and big data – smart products – Google car
What are some consequenc...
Riding a car becomes what horse riding
is now
6
Quantified Self
How can it influence the way we
‘manage’ our health as individuals and
the medical sector?
Marketing Management / Ed Peelen 8
Marketing Management / Ed Peelen 9
Marketing Management / Ed Peelen 10
Basket analysis
11
T = a transaction at the check out
P = products
Product network:
Node = product
Edge = relation between...
12
Overlapping communities
Juice Powder Brand A
Juice Powder Brand B
13
Timeline, journey,
hyperpersonalization
Obama > 100 data scientists on the payroll, brought it all back to one digit. Voters
got personalized messages.
Social mee...
15
On line
targeting
Optimization
Marketing Management / Ed Peelen 16
Location based personalization
 Shopping list sorted based on location
 Staf support
 Promotions based upon shopping li...
End goalwebsite Parking
lot
store restaurant Check
out
Going
home
Clean upObjectives
customer
orient
warehouse construct
p...
Marketing Management / Ed Peelen 19
Macy 1 billion customized actions (incl.non addressed)
 QR-codes in the store: 30 seconds interview with
Tommy Hilfinger...
Monitoring
Brand Tracker
 Brand associations network
 Recognizing campaigns, etc.
 Construct measurement model
(KPIs)
M...
Privacy
 What does your privacy
statement state about
the use of
customer/non-customer
data streamed/collected
in public ...
Digitale zelfbeschikking
De ontbrekende achtste
laag in het ontwerp van web
Geef het internet terug
aan de mens
Marcel van...
Marketing Management / Ed Peelen 26
Ed.Peelen@pvko.nl
Peter.Joziasse@pvko.nl
Master Minds on Data Science - Ed Peelen
Master Minds on Data Science - Ed Peelen
Master Minds on Data Science - Ed Peelen
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Master Minds on Data Science - Ed Peelen

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Ed Peelen sprak op de derde sessie van de vierdelige Master Minds on Data Science serie over predictive & realtime marketing

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Master Minds on Data Science - Ed Peelen

  1. 1. Predictive & real time marketing Overview and trends Prof.dr. Ed Peelen
  2. 2. Draag bij aan een klantgericht Nederland www.pvko.nl @PvKO #PvKO facebook.com/pvko.nl • Kennis delen en inspiratie opdoen • Netwerk verrijken • Praktisch toepasbare tips krijgen voor eigen succes en dat van je organisatie
  3. 3. Marketing Management / Ed Peelen 4 Online Social Mobile data Source: Mieke Ketelaere, SAS
  4. 4. 2. Potential impact: Internet of Things 5 Connectivity and big data – smart products – Google car What are some consequences? Insurances? Blind people driving Traffic jams? Car maintenance Ownership of a car
  5. 5. Riding a car becomes what horse riding is now 6
  6. 6. Quantified Self How can it influence the way we ‘manage’ our health as individuals and the medical sector?
  7. 7. Marketing Management / Ed Peelen 8
  8. 8. Marketing Management / Ed Peelen 9
  9. 9. Marketing Management / Ed Peelen 10
  10. 10. Basket analysis 11 T = a transaction at the check out P = products Product network: Node = product Edge = relation between a pair of nodes How frequently is a network of products bought simultaneously? How frequently do you find this bundle in the basket? Source: Videla-Cavieres et al (2014)
  11. 11. 12 Overlapping communities Juice Powder Brand A Juice Powder Brand B
  12. 12. 13 Timeline, journey, hyperpersonalization
  13. 13. Obama > 100 data scientists on the payroll, brought it all back to one digit. Voters got personalized messages. Social meenemen
  14. 14. 15 On line targeting Optimization
  15. 15. Marketing Management / Ed Peelen 16
  16. 16. Location based personalization  Shopping list sorted based on location  Staf support  Promotions based upon shopping list and location  Promotions based upon journey and location  Service: finding your way… Marketing Management / Ed Peelen 17
  17. 17. End goalwebsite Parking lot store restaurant Check out Going home Clean upObjectives customer orient warehouse construct park Look select eat, drink, relax Collect articles pay transport construct functionalemotional 0 10 0 10 ideas ©Zeeno,
  18. 18. Marketing Management / Ed Peelen 19
  19. 19. Macy 1 billion customized actions (incl.non addressed)  QR-codes in the store: 30 seconds interview with Tommy Hilfinger, discussing fashion trends, illustrated (fashion show)  Internet access everywhere in the dept store  E-commerce pick up points  Flagship store  Events  Personal shoppers  Apps
  20. 20. Monitoring Brand Tracker  Brand associations network  Recognizing campaigns, etc.  Construct measurement model (KPIs) Media Effect  Data sources, tracing online paths  Time series analysis (paths) 23
  21. 21. Privacy  What does your privacy statement state about the use of customer/non-customer data streamed/collected in public space?  How will customers/prospect perceive the value of the use of big data? 2 December 2015 24 Jones, suggested literature
  22. 22. Digitale zelfbeschikking De ontbrekende achtste laag in het ontwerp van web Geef het internet terug aan de mens Marcel van Galen Qiy
  23. 23. Marketing Management / Ed Peelen 26
  24. 24. Ed.Peelen@pvko.nl Peter.Joziasse@pvko.nl

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