Big Data Marketing
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The document discusses how companies can use big data to accelerate revenue growth through improved marketing techniques. It describes how the amount of digital data being created is growing exponentially and provides examples. It then outlines a 7 step process for using big data in marketing: 1) collect all customer data in the cloud, 2) run marketing campaigns, 3) capture campaign data, 4) consolidate data sources, 5) analyze the data, 6) create customer profiles, and 7) run new campaigns informed by the data analysis. Finally, it provides recommendations to focus on experiments, flexibility, and using the right mix of technology and expertise.
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Big Data Marketing
- 1. USING BIG DATA TO ACCELERATE REVENUE GROWTH 10/11/12 David Feinleib THE NEXT BIG THING BLOGS.FORBES.COM/DAVEFEINLEIB
- 2. WHAT IS BIG DATA? BLOGS.FORBES.COM/DAVEFEINLEIB
- 7. Outline 1) Market Trends 2) Big Data Marketing Best Practices 3) Your Big Data Roadmap BLOGS.FORBES.COM/DAVEFEINLEIB 7
- 8. EXPONENTIAL DATA GROWTH METADATA GROUP BLOGS.FORBES.COM/DAVEFEINLEIB 8
- 9. Copyright © 2012 Dave Feinleib dave@thebigdatagroup.com bigdatalandcsape.com
- 10. Facebook at 900M Users in Apr ’12 1000 750 Users In Millions 500 250 Source: Benphoster.com 0 Dec 04 Apr 07 Jan 09 Jul 09 Feb 10 Jan 11 Sep 11 BLOGS.FORBES.COM/DAVEFEINLEIB 10
- 11. Twitter at 400M Tweets Per Day in Jun ’12 400 300 Tweets Per Day In 200 Millions 100 Source: Twitter blog and news reports 0 Jan 07 Jan 08 Oct 09 Sep 10 Jun 11 Oct 11 Jun 12 BLOGS.FORBES.COM/DAVEFEINLEIB 11
- 12. 94% Corporate Data Growth Y/Y Area Growth Rate Database systems 97% Overall corporate data 94% Data of average organization 50% Source: Forrester BLOGS.FORBES.COM/DAVEFEINLEIB 12
- 13. BIG DATA FOR MARKETING SUCCESS METADATA GROUP BLOGS.FORBES.COM/DAVEFEINLEIB 13
- 14. Online Marketing: Then And Now THEN... NOW... Marketing and Sales Leads Recommendations Company First Last Oppty Created Acme Fred Langan $250K 6/08/12 BigCo Tom Jones $100K 6/17/12 Campaign DealCo Jan Sedor $50K 7/01/12 Recommendations Stor Works Liza Grear $750K 7/14/12 RF Group Carl Tomer $47K 7/18/12 BLOGS.FORBES.COM/DAVEFEINLEIB 14
- 15. 7 Steps To Big Data Marketing Success 1) Get all your data in the cloud 2) Run marketing campaigns 3) Capture the data 4) Get the data in one place 5) Analyze 6) Create a profile 7) Run more campaigns! BLOGS.FORBES.COM/DAVEFEINLEIB 15
- 16. 1. Get All Your Data In The Cloud SaaS applications are available to help manage customer interactions in the cloud: - Bloomreach - Marketo - Zendesk - Salesforce - Facebook, Google, Twitter BLOGS.FORBES.COM/DAVEFEINLEIB 16
- 17. 2. Run Marketing Campaigns To make predictions about what to do next, you first need to run marketing campaigns (including experiments) BLOGS.FORBES.COM/DAVEFEINLEIB 17
- 18. 3. Capture The Data Focus on answering useful business questions Example: which of the following drives more revenue? - Signup form - Lead source - Time of day - Deal size - # of Helpdesk tickets - Actual product usage BLOGS.FORBES.COM/DAVEFEINLEIB 18
- 19. 4. Get The Data In One Place Pull diverse data sources into one repository, such as Hadoop Combine those data sources BLOGS.FORBES.COM/DAVEFEINLEIB 19
- 20. 5. Analyze Hire or designate a Data Analyst Analyze the data using appropriate tools Evaluate correlation of data across different systems (Marketo, homegrown, product, and Salesforce.com) Determine which campaigns drove usage but did not convert to paid accounts BLOGS.FORBES.COM/DAVEFEINLEIB 20
- 21. 6. Create A Profile Create a profile with cohorts to recreate success and inform new campaigns BLOGS.FORBES.COM/DAVEFEINLEIB 21
- 22. 7. Run More Campaigns! Learn from what worked Throw away what didn’t Experiment with new ideas BLOGS.FORBES.COM/DAVEFEINLEIB 22
- 24. Big Data Marketing Success 1) Don’t let tools dictate your data structure 2) Start with small experiments, then expand 3) Find the right combination of technology and people to get the most insight BLOGS.FORBES.COM/DAVEFEINLEIB 24
- 25. For More Information David Feinleib dave@thebigdatagroup.com 415.852.0324 BLOGS.FORBES.COM/DAVEFEINLEIB 25
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- The amount of detail is so impressive you might think this requires an elaborate and expensive set of monitoring gear. \n
- But unbelievably this can all be captured using a low cost off the shelf device combined with the online Garmin connect software. This truly epitomizes Big Data.\n
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