Copyright © 2013, SAS Institute Inc. All rights reserved.
MARKETING, CONSUMERS AND
THE RISE OF BIG DATA ANALYTICS
PREPARED...
Copyright © 2013, SAS Institute Inc. All rights reserved.
TODAY’S TALK AGENDA
• Defining “Marketing”?
• “Above”, “Below”, ...
1976
>13,00098%>45,000Partner
Growth$3bn24%
Privately owned
since formation
Employees
worldwide
Global 2000
companies use
...
Defining
Marketing
Copyright © 2013, SAS Institute Inc. All rights reserved.
Providing the right product,
at the right price,
in the right place,
at the right time,
to the right person,
using the rig...
Copyright © 2013, SAS Institute Inc. All rights reserved.
Copyright © 2013, SAS Institute Inc. All rights reserved.
Copyright © 2013, SAS Institute Inc. All rights reserved.
Copyright © 2013, SAS Institute Inc. All rights reserved.
Products Channels Consumers
Copyright © 2013, SAS Institute Inc. All rights reserved.
Copyright © 2013, SAS Institute Inc. All rights reserved.
Copyright © 2013, SAS Institute Inc. All rights reserved.
Big Data
When the volume, velocity and
variety of data exceeds an
organisation’s storage or compute
capacity for accurate and timel...
Copyright © 2013, SAS Institute Inc. All rights reserved.
Analytics
Copyright © 2013, SAS Institute Inc. All rights reserved. Copyright © 2012, SAS Institute Inc. All rights reserved.
FORECA...
Copyright © 2013, SAS Institute Inc. All rights reserved.
“You’re at a party with 22 other people, what are the odds
that ...
Copyright © 2013, SAS Institute Inc. All rights reserved.
“Better than 50:50”
Copyright © 2013, SAS Institute Inc. All rights reserved.
Copyright © 2013, SAS Institute Inc. All rights reserved.
...
Copyright © 2013, SAS Institute Inc. All rights reserved.
...
Copyright © 2013, SAS Institute Inc. All rights reserved.
Reactive Analysis
Fail & Fix
Proactive Analysis
Predict & Prevent
Copyright © 2013, SAS Institute Inc. All rights reserved.
Copyright © 2013, SAS Institute Inc. All rights reserved.
YOUR
COMPETITIVE
ADVANTAGE
Orient
Observe
Act
Act
Orient
Decide
...
Copyright © 2013, SAS Institute Inc. All rights reserved.
Copyright © 2013, SAS Institute Inc. All rights reserved.
Strategic
Impact
Across Consumers Across Channels Across Actions...
Copyright © 2013, SAS Institute Inc. All rights reserved.
Strategic
Impact
Across Consumers Across Channels Across Actions...
Copyright © 2013, SAS Institute Inc. All rights reserved.
CRM
Copyright © 2013, SAS Institute Inc. All rights reserved.
Copyright © 2013, SAS Institute Inc. All rights reserved.
Copyright © 2013, SAS Institute Inc. All rights reserved.
Copyright © 2013, SAS Institute Inc. All rights reserved.
Copyright © 2013, SAS Institute Inc. All rights reserved.
+
=
( )
Copyright © 2013, SAS Institute Inc. All rights reserved.
Fresh insights from customer data allowed Tesco to meet consumer...
Copyright © 2013, SAS Institute Inc. All rights reserved.
Content
Copyright © 2013, SAS Institute Inc. All rights reserved.
Copyright © 2013, SAS Institute Inc. All rights reserved.
Copyright © 2013, SAS Institute Inc. All rights reserved.
Copyright © 2013, SAS Institute Inc. All rights reserved.
Copyright © 2013, SAS Institute Inc. All rights reserved.
Copyright © 2013, SAS Institute Inc. All rights reserved.
Copyright © 2013, SAS Institute Inc. All rights reserved.
Copyright © 2013, SAS Institute Inc. All rights reserved.
Copyright © 2013, SAS Institute Inc. All rights reserved.
Copyright © 2013, SAS Institute Inc. All rights reserved.
Copyright © 2013, SAS Institute Inc. All rights reserved.
Context
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Customer
Experience
Copyright © 2013, SAS Institute Inc. All rights reserved.
Big Data Analytics
+Multi-channel CRM
+ Content
+ Context
= Customer Experience
Copyright © 2013, SAS Institute Inc. All rights reserved.
Copyright © 2013, SAS Institute Inc. All rights reserved.
61
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62
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63
Copyright © 2013, SAS Institute Inc. All rights reserved.
Copyright © 2013, SAS Institute Inc. All rights reserved.
Company
Unit/Channel
Manager
Business Unit/
Communication Channe...
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CUSTOMER
EXPERIENCE
PLANNING
QUESTIONS
1. Who are my customers?
...
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Email & Direct
Mobile & Digital
Web Personalisation
Point of Sal...
Copyright © 2013, SAS Institute Inc. All rights reserved.
xxxxxxxxxxxxxxx
xxxxxxxxxxxxxxx
xxxxxxxxxxxxxxx
xxxxxxxxxxxxxxx
...
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69
Tomorrow’s
World, Today
Copyright © 2013, SAS Institute Inc. All rights reserved.
Thank you!
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Marketing, Consumers and The Rise of Big Data Analytics

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A look at today's increasingly complex marketing environment where:

1. The consumer is "master of the universe"
2. Big Data plays an ever more important role in shaping and creating experiences and interactions that drive profitable growth
3. Being able to analyse and act upon the Big Data collected is more important than the Big Data itself
4. Context trumps content, but only just

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Marketing, Consumers and The Rise of Big Data Analytics

  1. 1. Copyright © 2013, SAS Institute Inc. All rights reserved. MARKETING, CONSUMERS AND THE RISE OF BIG DATA ANALYTICS PREPARED & PRESENTED BY LOUIS M FERNANDES, DIPM, MCIM, CHARTERED MARKETER DIRECTOR, MARKET DEVELOPMENT, SAS UK PRESENTATION DATE: 12 AUGUST 2013
  2. 2. Copyright © 2013, SAS Institute Inc. All rights reserved. TODAY’S TALK AGENDA • Defining “Marketing”? • “Above”, “Below”, “Inbound” and “Outbound” • What is Big Data? • What is Analytics? • Marketing Themes & The Consumer • Customer Relationship Management • Content is King • Context trumps Content • The goal: Joined-up Customer Experience • Tomorrow’s World, Today • The Internet of Things
  3. 3. 1976 >13,00098%>45,000Partner Growth$3bn24% Privately owned since formation Employees worldwide Global 2000 companies use SAS Sites deployed globally Long-term customer relations Revenue invested in R&D Worldwide revenue Year-on-year since formation
  4. 4. Defining Marketing
  5. 5. Copyright © 2013, SAS Institute Inc. All rights reserved.
  6. 6. Providing the right product, at the right price, in the right place, at the right time, to the right person, using the right communication, for the right return.
  7. 7. Copyright © 2013, SAS Institute Inc. All rights reserved.
  8. 8. Copyright © 2013, SAS Institute Inc. All rights reserved.
  9. 9. Copyright © 2013, SAS Institute Inc. All rights reserved.
  10. 10. Copyright © 2013, SAS Institute Inc. All rights reserved. Products Channels Consumers
  11. 11. Copyright © 2013, SAS Institute Inc. All rights reserved.
  12. 12. Copyright © 2013, SAS Institute Inc. All rights reserved.
  13. 13. Copyright © 2013, SAS Institute Inc. All rights reserved.
  14. 14. Big Data
  15. 15. When the volume, velocity and variety of data exceeds an organisation’s storage or compute capacity for accurate and timely decision-making
  16. 16. Copyright © 2013, SAS Institute Inc. All rights reserved.
  17. 17. Analytics
  18. 18. Copyright © 2013, SAS Institute Inc. All rights reserved. Copyright © 2012, SAS Institute Inc. All rights reserved. FORECASTING DATA MINING TEXT ANALYTICS OPTIMISATION STATISTICS Finding treasures in unstructured data like social media or survey tools that could uncover insights about consumer sentiment Mine transaction databases for data of spending patterns that indicate a stolen card Leveraging historical data to drive better insight into decision-making for the future Analyse massive amounts of data in order to accurately identify areas likely to produce the most profitable results BUSINESS INTELLIGENCE
  19. 19. Copyright © 2013, SAS Institute Inc. All rights reserved. “You’re at a party with 22 other people, what are the odds that two people in the room will share a birthday?” Remember there are 365 days in a year….
  20. 20. Copyright © 2013, SAS Institute Inc. All rights reserved. “Better than 50:50”
  21. 21. Copyright © 2013, SAS Institute Inc. All rights reserved.
  22. 22. Copyright © 2013, SAS Institute Inc. All rights reserved.        Brighton Hove Portslade-by-Sea Rottingdean Shoreham-by-Sea Southwick Falmer Fulking Moulsecoomb Stanmer Income £30-39,000 Income £0-9,999
  23. 23. Copyright © 2013, SAS Institute Inc. All rights reserved.        Brighton Hove Portslade-by-Sea Rottingdean Shoreham-by-Sea Southwick Falmer Fulking Moulsecoomb Stanmer The Sun Readers The Telegraph Readers
  24. 24. Copyright © 2013, SAS Institute Inc. All rights reserved. Reactive Analysis Fail & Fix Proactive Analysis Predict & Prevent
  25. 25. Copyright © 2013, SAS Institute Inc. All rights reserved.
  26. 26. Copyright © 2013, SAS Institute Inc. All rights reserved. YOUR COMPETITIVE ADVANTAGE Orient Observe Act Act Orient Decide MARKET OPPORTUNITY Decide BUSINESS IMPACT
  27. 27. Copyright © 2013, SAS Institute Inc. All rights reserved.
  28. 28. Copyright © 2013, SAS Institute Inc. All rights reserved. Strategic Impact Across Consumers Across Channels Across Actions Across Products Enabling Capabilities Around People, Process, and Infrastructure Return on Consumer Investment Maximising Customer Lifetime Value Level 1 Strategic Segment Management Level 2 Lifecycle optimisation Level 3 Multi-Channel Optimization Consumer Value Time Acquisition Strategies Growth and Retention Strategies Attrition Strategies Strategic Impact Y 2Y 1 Y 0 Y 2 Y 2 Nursery Strategies Lengthen and Deepen Consumer Value Intelligently Prospect to Minimise CPA Identify and Address Potential Attriters
  29. 29. Copyright © 2013, SAS Institute Inc. All rights reserved. Strategic Impact Across Consumers Across Channels Across Actions Across Products Enabling Capabilities Around People, Process, and Infrastructure Return on Consumer Investment Maximising Customer Lifetime Value Level 1 Strategic Segment Management Level 2 Lifecycle optimisation Level 3 Multi-Channel Optimization Level 4 Single Value Proposition Consumer Value Time Acquisition Strategies Growth and Retention Strategies Attrition Strategies Strategic Impact Y 2Y 1 Y 0 Y 2 Y 2 Nursery Strategies Lengthen and Deepen Consumer Value Intelligently Prospect to Minimise CPA Identify and Address Potential Attriters
  30. 30. Copyright © 2013, SAS Institute Inc. All rights reserved.
  31. 31. CRM
  32. 32. Copyright © 2013, SAS Institute Inc. All rights reserved.
  33. 33. Copyright © 2013, SAS Institute Inc. All rights reserved.
  34. 34. Copyright © 2013, SAS Institute Inc. All rights reserved.
  35. 35. Copyright © 2013, SAS Institute Inc. All rights reserved.
  36. 36. Copyright © 2013, SAS Institute Inc. All rights reserved. + = ( )
  37. 37. Copyright © 2013, SAS Institute Inc. All rights reserved. Fresh insights from customer data allowed Tesco to meet consumers' needs faster and more accurately, growing market capitalisation 10-fold in eight years while its chief competitors' market value fell. Sir Terry Leahy
  38. 38. Copyright © 2013, SAS Institute Inc. All rights reserved.
  39. 39. Content
  40. 40. Copyright © 2013, SAS Institute Inc. All rights reserved.
  41. 41. Copyright © 2013, SAS Institute Inc. All rights reserved.
  42. 42. Copyright © 2013, SAS Institute Inc. All rights reserved.
  43. 43. Copyright © 2013, SAS Institute Inc. All rights reserved.
  44. 44. Copyright © 2013, SAS Institute Inc. All rights reserved.
  45. 45. Copyright © 2013, SAS Institute Inc. All rights reserved.
  46. 46. Copyright © 2013, SAS Institute Inc. All rights reserved.
  47. 47. Copyright © 2013, SAS Institute Inc. All rights reserved.
  48. 48. Copyright © 2013, SAS Institute Inc. All rights reserved.
  49. 49. Copyright © 2013, SAS Institute Inc. All rights reserved.
  50. 50. Copyright © 2013, SAS Institute Inc. All rights reserved.
  51. 51. Context
  52. 52. Copyright © 2013, SAS Institute Inc. All rights reserved.
  53. 53. Customer Experience
  54. 54. Copyright © 2013, SAS Institute Inc. All rights reserved.
  55. 55. Big Data Analytics +Multi-channel CRM + Content + Context = Customer Experience
  56. 56. Copyright © 2013, SAS Institute Inc. All rights reserved.
  57. 57. Copyright © 2013, SAS Institute Inc. All rights reserved. 61
  58. 58. Copyright © 2013, SAS Institute Inc. All rights reserved. 62
  59. 59. Copyright © 2013, SAS Institute Inc. All rights reserved. 63
  60. 60. Copyright © 2013, SAS Institute Inc. All rights reserved.
  61. 61. Copyright © 2013, SAS Institute Inc. All rights reserved. Company Unit/Channel Manager Business Unit/ Communication Channel Customer Email & Direct Mobile & Digital Web Personalisation Point of Sale/Service Social LEGACY DATA (e.g. Purchase History, POS, etc)
  62. 62. Copyright © 2013, SAS Institute Inc. All rights reserved. CUSTOMER EXPERIENCE PLANNING QUESTIONS 1. Who are my customers? 2. What do they “look” like? 3. What customer needs am I satisfying? 4. What is the market opportunity? QUESTIONS 1. How does my value proposition relate to my various customers? 2. What aspects of its utility/ service will they value? 3. How should I position it? 4. How should I engage with my prospects and customers? CUSTOMER STRATEGY QUESTIONS 1. How do I find new customers? 2. What are the best channels to reach them through? 3. How do I execute campagins? 4. How do I optimise campaigns? CUSTOMER EXPERIENCE& ENGAGEMENT DESIGN QUESTIONS 1. How do I interact with my customers? 2. How do I ensure consistency across interaction channels? 3. How do I optimise the customer experience? 4. How do my customers engage with me? CUSTOMER INTERACTION& EXPERIENCE QUESTIONS 1. Who has interacted with my campaigns? 2. What have they done? 3. How much have I sold? 4. How much will I sell tomorrow? MARKETING MEASUREMENT &ANALYSIS SINGLE CUSTOMER VIEW
  63. 63. Copyright © 2013, SAS Institute Inc. All rights reserved. Email & Direct Mobile & Digital Web Personalisation Point of Sale/Service Social SCV Business rules Reporting / Analytics The “Closed loop” Modelling“Sandpit” Content Distribution Dataclean,merge&append
  64. 64. Copyright © 2013, SAS Institute Inc. All rights reserved. xxxxxxxxxxxxxxx xxxxxxxxxxxxxxx xxxxxxxxxxxxxxx xxxxxxxxxxxxxxx xxxxxxxxxxxxxxx xxxxxxxxxxx xxxxxxxxxxx xxxxxxxxxxx xxxxxxxxxxxxxxx
  65. 65. Copyright © 2013, SAS Institute Inc. All rights reserved. 69
  66. 66. Tomorrow’s World, Today
  67. 67. Copyright © 2013, SAS Institute Inc. All rights reserved.
  68. 68. Thank you! Questions?

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