This document discusses how companies can enable personalized marketing even without extensive big data capabilities. It defines big data and outlines the challenges it poses for marketing departments in terms of volume, velocity, and variety of data as well as costs, skills, and cross-functional collaboration needed. The document then introduces the MarketHUB+ solution as an alternative that allows personalized marketing through efficient use of field sales knowledge without the challenges of big data. It claims MarketHUB+ provides quick implementation and ROI as well as marketing services and workflow automation.

1. How to Enable Personalized
Marketing Even Before
“Big Data”

2. Agenda
• “Big Data” Defined
• “Big Data” Challenges
• The MarketHUB+ Solution
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3. How Much Data is Out There Anyway?
IDC has predicted that “in 2011, the
amount of information created and
replicated will surpass 1.8 zettabytes.”
OK. But what in the world is a
zettabyte?
One trillion gigabytes.
WOW!
1,800,000,000,000,000,000,000
*Source: IDC View, “Extracting Value from
Chaos”, June, 2011 3

4. IDC’s Digital Shadow Concept
“The information about you is much greater than
the information you create yourself.”
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5. What is “Big Data”?
“Big Data” is a popular buzz
word that is typically
characterized in terms of 3V’s:
• Volume
• Velocity
• Variety
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6. Big Data – The 3 V’s
• Volume
– Staggering amounts of
information
• Velocity
– Data comes in rapidly and needs
to be analyzed quickly to reap
full value
• Variety
– Data sources are endless: social
media, retail and financial
transactions, communications
systems, video, web
searches, GPS systems, etc
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7. Big Data Defined
• IDC’s definition of Big Data technology:
– Big data technologies describe a new generation
of technologies and architectures, designed to
economically extract value from very large
volumes of a wide variety of data, by enabling
high-velocity capture, discovery, and/or analysis.
*Source: IDC View, “Extracting Value from
Chaos”, June, 2011 7

8. Why are Companies Interested in
Big Data?
• Enables deep customer
insights - a competitive
advantage
– What really influences
purchase behavior?
– How to market to
individuals?
• Enables new products
– For
example, Google, FaceB
ook
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9. What are the Marketing Needs
Associated with Big Data?
• Marketers want to better understand individual
customers and develop highly targeted, highly
personalized marketing communications.
• Big Data promises to enable just that.
However….
• 2011 IBM survey of more than 1700 CMO’s
found that 71% felt underprepared to manage
the data explosion they are facing.
*Source: IBM Global CMO Study, “From
Stretched to Strengthened”, 2011 9

10. Why is Big Data a Challenge for
Marketing Departments?
Expense Privacy & Security
According to IBM’s CMO survey, the With Big Data comes big responsibility
two biggest barriers for CMO’s – sensitive information needs to be
adopting new technologies are cost managed appropriately.
(72%) and lack of certainty about ROI
(61%).
Skill Set Cross- Functional
Collaboration
The ability to analyze and interpret
vast amounts of data requires new Effective Big Data solutions require
skills sets within Marketing. Marketing to collaborate across the
organization with IT and Legal
departments for example.
*Source: IBM Global CMO Study, “From
Stretched to Strengthened”, 2011 10

11. Why is Big Data a Challenge for
Marketing Departments?
Of course, addressing all of the
Big Data challenges takes TIME...
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12. MarketHUB+
Personalized Marketing Right Now
• MarketHUB+ is a
Marketing Resource
Management Solution
• Enables personalized
marketing without the
challenges associated
with Big Data
• An ideal solution as a
company’s Big Data
capabilities are under
development
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13. MarketHUB+
One-to-One Marketing Right Now
• With
MarketHUB+, Marketing
efficiently leverages the
knowledge of field sales
personnel to adapt
messaging for personalized
communications
• MarketHUB+ is a web-
based application with
short implementation
times
• Low up-front costs resulting
in quick realization of ROI
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14. Why DocuStar?
• Quick Implementation
• Requires minimal IT department effort
• End-to-end marketing services:
– Project management
– Creative
– Fulfillment
• Consultative services
• Workflow automation
• Intuitive software
• Ability to customize software

15. Benefits
• Localized, personalized marketing
• Maximize marketing and sales team efficiency
• Reduced marketing costs
• Increased speed-to-market of marketing
initiatives
• Focus more on strategy and less on execution
• Brand consistency
• Regulatory compliance
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16. Next Steps
• For more information about how MarketHUB+
can help you with personalized
marketing, contact us at:
– 800-426-7921
– info@markethubplus.com
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17. Thank You!
800-426-7921
info@markethubplus.com
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