The document discusses how marketing and data analysis have become intertwined due to digital technologies that generate large amounts of consumer data. It notes that extracting insights from exploding data volumes requires new technologies and methodologies. Additionally, real-time marketing allows companies to be more relevant to consumers by analyzing consumer data and preferences at speed and scale. The ability to analyze large datasets in real-time can provide competitive advantages for companies.

1. Brad Terrell
Marketing in Real Time :
The Technology
& Data Imperative

2. “Innovation distinguishes between
a leader and a follower”
– Steve Jobs

3. SEPTEMBER 20, 2010, 9:34 AM ET
IBM Buys Netezza for $1.7 Billion
3

4. Data-centric strategies create value

5. Data
is a source of
Uniqueness
Uniqueness
is a source of
Competitive
Advantage

6. We made it!

7. Marketing and Data Analysis
are Intertwined

8. Digital Exhaust
benefits marketers

9. “75% of CMOs rearranging their teams in 2011
to keep pace with the demands of digital media”
– Chris Stutzman, Forrester Research

10. “The sexy job in the
next 10 years will
be statisticians” –
Hal Varian, Chief
Economist, Google
10

11. A+ players
are hard to find

12. Extracting insights from exploding data volumes
requires new technologies and methodologies

15. What initiated this trend?

17. Sampling can be a good thing…
but not in
digital marketing!

18. Throwing out impressions
breaks attribution analysis

19. Massively.
Parallel.
Computing.

21. “The company with
the most data wins”
– Tim O’Reilly

22. It’s not just about big…

23. Reducing data latency
creates significant marketing value

24. Real-time marketing is like being in the
stands instead of watching it on TV later

25. Increasing consumer power
means the stakes are higher

26. Relevance:
because one size
does not fit all

28. The Data Aggregation Problem

31. The Bidding Problem
Market X: Price/Volume Curve
Price/Volume Forecast 1,200,000
Curves Show the Optimal
IMPRESSIONS PER DAY
1,000,000
Bid in Each Market: 800,000
600,000
400,000
max ((R − B) ⋅ N(B)) 200,000
0
0.00 1.00 2.00 3.00 4.00 5.00
R = revenue derived from showing ad CPM Bid
B = ad’s bid
N(B) = impression volume for bid B as Market X: Profit Curve
predicted by P/V Curve 3,500
3,000
2,500
PROFIT
2,000
1,500
1,000
500
0
0.00 1.00 2.00 3.00 4.00 5.00
CPM Bid

33. Customer Insight Through Deeper Analysis
(The Fastest Climbers Win)
Optimization
Predictive
Analytics
BI Reporting and
Ad-Hoc Analysis
• What is the
best choice?
• What will happen?
• What will the impact be?
• What happened?
• When and where?
• How much?