Bright Data

A Content Marketer’s Guide to Leveraging
Big Data’s “$200 Billion Opportunity”

BRIGHT
DATA
Frank Delmelle for

“We log about
2.5 QUINTILLION
bytes of data every day”

http://on.mash.to/15kjIvW

“Brands garner
350.000 likes
per minute on Facebook”


“90% of the world’s data
has been created in the past 2 years”

Worldwide year-over-year data growth has been calculated
to be 40% (McKinsey) up to even 55% (The Aberdeen Group)

http://bit.ly/TZZJHU, http://onforb.es/15ZjisA, http://bit.ly/TZZJHU

The BIG in Big Data
is not an overstatement

“McKinsey has billed
Big Data as marketing’s
$200 BILLION
opportunity”

http://bit.ly/18lYWgX

... But is it BRIGHT?
CUSTOM MADE MEDIA

“70% of marketing executives

are concerned about making sense

of all the data coming at them”

http://bit.ly/11uKpXz

“91% of marketing executives

are concerned about driving ROI

from Big Data”http://bit.ly/16n4OQ0

40% of marketers report they have a strategy for handling the challenges of big data.
37% say they don’t have a strategy in place, while the
remaining 23% are unsure. Over 60% are still trying to find their way. Of that figure,
29% have done nothing at all about marketing analytics, while 32% are still
experimenting to find the best solution for them. (...) 24% of organizations admit that no
one is using the information that is being collected from marketing analytics. 50% of
marketers cite a lack of capacity to analyze big data. 53% of marketers said that analysis
and mining of big data was a challenge in dealing with an increase in data. 28% see a
challenge in using the data for marketing purposes, and 17% perceive issues with storage
and access to the data. 33% of small companies avoid marketing analytics, or are
searching for the best way to start. Only 24% of marketers use data for actionable
marketing insight. 21% of the marketing budget is allocated to marketing analytics, but
many marketers struggle to make analysis actionable. (...) 72% of organizations are
spending less than 5% of their marketing budget on analytics. Of organizations that are
spending more than 10% of their marketing budgets on analytics, 55% reported
noticeable or substantial impact from their analytics campaigns, while of those that spent
between 6% and 10%, 38% say the impact is substantial.

The Economist Intelligence Unit, June 2013, Neolane the Direct Marketing Association, eMarketer, CMSWire, MarketingCharts,
Origamilogic, Gartner's 2013 Data-Driven Marketing survey. See: http://bit.ly/XGKbM4, http://bit.ly/17vEEzH, http://bit.ly/1bwrznm,
http://bit.ly/13vBFQO, http://gtnr.it/18QNp5Q

40% of marketers report that their company has a specific strategy for handling the
challenges of big data. 37% say they don’t have a strategy in place, while the remaining
23% are unsure. Over 60% are still trying to find their way. Of that figure, 29% have
done nothing at all about marketing analytics, while 32% are still experimenting (...)
24% of organizations admit no one is using the data
that are being collected from marketing analytics. 50% of marketers cite a lack of
capacity to analyze big data. 53% of marketers said that analysis and mining of big data
was a challenge in dealing with an increase in data. 28% see a challenge in using the
data for marketing purposes, and 17% perceive issues with storage and access to the
data. 33% of small companies avoid marketing analytics, or are searching for the best
way to start. Only 24% of marketers use data for actionable marketing insight. 21% of
the marketing budget is allocated to marketing analytics, but many marketers struggle to
make analysis actionable. (...) 72% of organizations are spending less than 5% of their
marketing budget on analytics. Of organizations that are spending more than 10% of their
marketing budgets on analytics, 55% reported noticeable or substantial impact from their
analytics campaigns, while of those that spent between 6% and 10%, 38% say
the impact is substantial.


40% of marketers report that their company has a specific strategy for handling the
challenges of big data. 37% say they don’t have a strategy in place, while the remaining
23% are unsure. Over 60% are still trying to find their way. Of that figure, 29% have
done nothing at all about marketing analytics, while 32% are still experimenting to find
the best solution for them. (...) 24% of organizations admit that no one is using the
information that is being collected from marketing analytics. 50% of marketers cite a lack
of capacity to analyze big data. 53% of marketers said that analysis and mining of big
data was a challenge in dealing with an increase in data. 28% see a challenge in using
the data for marketing purposes, and 17% perceive issues with storage and access to the
data. 33% of small companies avoid marketing analytics (...).

Only 24% use data for actionable marketing insight.
21% of the marketing budget is allocated to marketing analytics, but many marketers
struggle to make analysis actionable. (...) 72% of organizations are spending less than
5% of their marketing budget on analytics. Of organizations that are spending more than
10% of their marketing budgets on analytics, 55% reported noticeable or substantial
impact from their analytics campaigns, while of those that spent between 6% and 10%,
38% say the impact is substantial.


It it really such a struggle to make
analysis ACTIONABLE?

Has marketers’$200 billion Big Data party turned
into a HUGE headache before it has even begun?

CUSTOM MADE MEDIA

Neiman Marcus’algorithms
(by BloomReach) can identify
consumer intent and create pages
that match that intent with retailers’
inventory. (…) Forrester found
that BloomReach delivers
conversion increases of 60%.

http://read.bi/11uLaVe, http://yhoo.it/132aXQP

GE’s data-inspired stories
(visualizations, infographics)
are being shared among a.o.
962.644 Facebook fans

And consumers exposed via sharing are 83%
more likely to rate GE creative”. (Marketo
equally claims a 22% increase in marketing
revenue contribution as a result of GE’s data-
driven Revenue MarketingTM program.)

https://www.facebook.com/GE, http://bit.ly/yBZQBV, http://bit.ly/169Jjp5
CUSTOM MADE MEDIA

“Brands garner
350.000 likes
per minute on Facebook”

Rent the Runway’s data
illustrated that 25% of its
customers were adding an
accessory to their designer
dress orders, so RTR jumped
on the trend. Rent the
Runway actually launched
an entire UPSELL program
on the site because of these
“strong data”.


“Outdoor retailer
A.S. Adventure’s data-
driven loyalty program:

360.000 newsletter
subscriptions, ...

•  Email open rates: 40%

•  33% increase in web shop page visits

•  Members spend 44% more
than non-members, ...

http://bit.ly/14BUnGH

“Data-inspired on-site optimization
and email marketing is enabling Amazon
to dominate online retail, accounting for a.o.
45% of desktop visits and 60% of mobile trafﬁc”

http://on.mash.to/15kjIvW, http://read.bi/11uLaVe

... eBay's data-driven homepage “the Feed” - “follow what you like” - is feeding its
followers 100% favorites. Birchbox has continued to use survey and behavioral data
to improve its offerings, deliver exactly what its consumers want and stay relevant. Spotify
is scheduling +7,500 daily Hadoop jobs for content generation, data aggregation,
reporting and analysis. Walmart’s semantic search algorithms understand what someone
is searching for and thus, boost sales. AOL is using 150 machines for behavioral
analysis and targeting. 70% of The Guardian's data journalists' job is tidying up the data,
30% doing the fun stuff of visualizing and presenting it. Netﬂix’algorithm drives real-time
recommendations. KLM has been monitoring data - contact volumes have been increasing
at 300%/year - to surprise and delight followers: the KLM Surprise campaign alone
earned an additional 17.528 followers on Foursquare, a Twitter reach of 2.6 MILLION
and over 250.000 views on YouTube. ‘One bank in Latin America’transformed itself from
a little-known player into an institution that was ranked 11th in market capitalization
worldwide in part thanks to next-product-to-buy algorithms. The Financial Times
convinced more than 5 MILLION registrants to declare their email address, zip code,
industry, job responsibility and position level. The FT uses that information to deliver
more targeted content. The FT also maps patterns in readers' behavior to help convert
them to full-time subscribers. (...)

http://on.mash.to/15kjIvW, http://bit.ly/zI1Wp, http://bit.ly/zI1Wp, http://bit.ly/16iZjp1, http://bit.ly/10Dqx9S, http://bit.ly/16CKhbI,
http://bit.ly/12EJPMV, http://bit.ly/TNRAcx, http://bit.ly/13VO5Wt, http://bit.ly/YMNWCE, http://onforb.es/15ZjisA

“Some companies are already turning
the Big Data promise into REALITY.”

“Those that use Big Data and analytics effectively show productivity rates and
proﬁtability that are 5 – 6% higher than those of their peers. McKinsey analysis of
more than 250 engagements over ﬁve years has revealed that companies that put data
at the center of the marketing and sales decisions improve MROI by 15 – 20%.”
http://onforb.es/15ZjisA

Prepare for heROIc brightness...

(Better safe than sorry for that HUGE headache)

Get content. Get

sQills, part of Sanoma, 0032 (0)15 67 83 77, info@sqills.be

Bright Data

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