In this era of big data, the role of marketing is constantly evolving - from monologues to dialogues, from customer satisfaction to customer delight! Through this presentation, Kiran Ajbani, Sr. Consultant at SAS India, brings into perspective the importance of data-driven marketing and the need to transform in the digital age.

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make connections • share ideas • be inspired
BIG DIGITAL MARKETING
Kiran Ajbani
Customer Intelligence

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HOW BIG IS BIG DATA?
 Volume of data is expanding at an incredible rate
15
1.5
30
24
Billion facebook photos in 2009
JUST -Petabytes of Information
Major telecom carrier transfers through its
networks each day
Google’s daily processing
Source:-Wikipedia

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HOW FAST IS DIGITAL ADOPTION
 INDIA is one of the fastest growing markets for Mobile and Internet
Penetration
 Expansion of the digital channels
 Demand for quick and intelligent Marketing
Target:- 800 million mobile users by 2015
Actual:- 800 million mobile users by 2011
Times of India :- By October, the nation
had crossed the 200 million mark. The
report estimates 243 million internet
users in the country by June 2014,
overtaking the US world's second
largest internet base
Channels
Web Email Mobile Blogs/Forums Social

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KEY CONSIDERATIONS

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Marketing
Evolution
WHERE WE STARTED
Method of Interaction:-
BROADCASTING
Strategy:-
SPRAY
&
PRAY
Channels:-
TV
Newspaper
Radio
Messaging:-
Product Specifications

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ERA:-
Print & Television

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Marketing
Evolution
WHERE WE EVOLVED
Method of Interaction:-
BROADCASTING
&
COMMUNICATING
Strategy:-
SHOUT
&
REACH OUT
Channels:-
TV
Newspaper
Radio
+
Direct Mails
E-mails
Call Centers
SMS-Just Beginning
Messaging:-
Product Specifications & Brand
Experience

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ERA:-
Print & Television
Supplemented by E-mail and
Direct Marketing

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Organization
Outbound campaign
triggered
Drive Customer
Traffic
EXAMPLE
$
$
$
Ad campaign
triggered

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The Big Digital Marketing Era

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WHAT? COMPETITION IS GROWING

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WHAT? COMPETITION IS GROWING
Brand Recall
Research on Social
Opinion about Brand
Product
Specification
Analysis

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Look and Feel
Price Enquiry
Price Comparison
Loyalty Points &
Cashback

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Marketing
Evolution
WHERE WE EVOLVED
Method of Interaction:-
BROADCASTING,
COMMUNICATING,
LISTENING &
INTERACTING
Strategy:-
INTERACT
&
ATTRACT
Channels:-
TV
Newspaper
Radio
+
Direct Mails
E-mails
SMS
+
Blogs & Forums
Websites
Review Sites
Facebook
Twitter
Mobile AppMessaging:-
Image, Reputation, Customer Experience and Social Reviews

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Marketing LANDSCAPE -2014
Broadcasting
Communication
Listening &
Interacting
Image Building & Brand Experience
Traditional
New
Push Messaging for Lead Generation
Customer Engagement
Customer
Brand
Customer

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BIG DATA
The Digital
Customer
Agg. Web
data
Transactional
Demographic
Surveys
Online
Behavior
Social
Mobile
Interaction
App-Mobile
Location
3rd
party/other

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KEY CONSIDERATIONS
 Structured data & Unstructured data
 Internal data & External data
 Analyze Petabytes of data
 The “Cloud”
 In-Database & In-Memory
 High Performance Analytics
• Direct Mails, E-Mails, Call Center, TV,
Radio, Branch/Dealer/Shops, SMS,
Blogs, Forums, Websites, Review Sites,
Facebook, Twitter
• Digital Dialog Management
• Mobile Marketing
• Omni Channel Optimization
• Maximize Value for every dollar

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Customers &
Prospects
Channels
Web Email Mail Mobile Phone Branch Forums-Blogs Advisor
Which customer gets what offer?
Through what channel?
Social
At what time?
Analytics
Offers,
Services,
and Pricing
OMNI-CHANNEL OPTIMIZATION …NOW
Innovative Marketing, Communication and Interaction

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SAS IMM BIG DIGITAL MARKETING
Data
Quality
Forecasting
Segmentation
Models
Customer
Lifetime
Value
Social
Network
Strategy
Creation
Performance
& Effectiveness
Reporting
Direct
Mail
Understand
Customer
Behavior
& Navigation
Marketing
Performance
& Reporting
Campaign
Planning
Financial
Planning
Workflow
& Approvals
Creative
Materials
Marketing
AttributionOperations
Management
Measure
Customer
Value
Channel
Efficiency
Sentiment
& Influence
Dynamic
Content
Re-marketing
Web
Call
Center
Live
Event
Broadcast
Media
Mobile/
SMS
Social
Email
Industry
Specific

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make connections • share ideas • be inspired
Copyright © 2014, SAS Institute Inc. All rights reserved.
Kiran Ajbani
kiran.ajbani@sas.com

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WHAT YOU
NEED
Platform that Supports Interaction:-
Social Media
• Blogs & Forums
• Websites & Review Sites
• Facebook
• Twitter
Mobile
• Own App
• Third Party(What’s App)
Platform that supports
Intelligent Advertising
Platform that Supports
Communication:-
Planning and Execution of
Campaigns
• Direct Mails
• E-Mails
• Call Center
• Branch/Dealer/Shops
• Advisor/Sales Team
• SMS
Platform that Supports:-
Web Analytics, Social Analytics, Customer Analytics, Competitor Analytics
ERA:-
Big Digital Marketing