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Big data - what every marketer needs to know

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Ana Canhoto
Ana Canhoto
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Big  Data  –  What  every  marketer   needs  to  know   Dr.  Ana  Isabel  Canhoto     Senior  Lecturer  in  MarkeAng  &  Program  Leader  -­‐  MSc  MarkeAng   Oxford  Brookes  University   www.anacanhoto.com   TwiJer:  @canhoto     Canhoto    2012  
The  behaviours   Canhoto  2012  
The  technology   Store   Capture   Analyse   Canhoto  2012  
The  dynamics     Source:  Michael  E  Driscoll,  Metamarkets  -­‐  hJp://www.slideshare.net/medriscoll/driscoll-­‐strata-­‐ buildingdatastartups25may2011clean#btnPrevious     Canhoto  2012  
The  economics  of  data   •  Low  value  or   Value   very  small   segments   become   profitable   •  New  business   opportuniAes   •  Low  value   data   becomes   Cost   useful   Canhoto  2012  
Relevant  services     •  PersonalisaAon  of  interacAons   •  LocalisaAon  of  retail  environments   •  MulAple  channel  =>  Omnichannel   •  GeolocalisaAon  and  Geofencing   –  Adverts  and  offers   Canhoto  2012  
IdenAfying  trends   •  PredicAon  /  Early  warning   –  Movements  –  diseases,  demand,  pricing…   •  Influencers  –  rumours,  virality,  …   Canhoto  2012  
CompeAAve  Intelligence   •  Travel  paJerns   •  Recruitment  acAviAes   •  MeeAngs   •  Projects   Canhoto  2012  
Issues   Canhoto  2012  
Sources   •  Available  vs.  representaAve   –  E.g.,  Using  TwiJer  to  research  the  Arab  Spring   •  Quality   •  Merging  databases   Canhoto  2012  
Methods  &  Skills   Canhoto  2012  
Usage   Canhoto  2012  
Big  Data  –  What  every  marketer   needs  to  know   Dr.  Ana  Isabel  Canhoto     Senior  Lecturer  in  MarkeAng  &  Program  Leader  -­‐  MSc  MarkeAng   Oxford  Brookes  University   www.anacanhoto.com   TwiJer:  @canhoto     Canhoto  2012  

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Big data - what every marketer needs to know

  • 1. Big  Data  –  What  every  marketer   needs  to  know   Dr.  Ana  Isabel  Canhoto     Senior  Lecturer  in  MarkeAng  &  Program  Leader  -­‐  MSc  MarkeAng   Oxford  Brookes  University   www.anacanhoto.com   TwiJer:  @canhoto     Canhoto    2012  
  • 2. The  behaviours   Canhoto  2012  
  • 3. The  technology   Store   Capture   Analyse   Canhoto  2012  
  • 4. The  dynamics     Source:  Michael  E  Driscoll,  Metamarkets  -­‐  hJp://www.slideshare.net/medriscoll/driscoll-­‐strata-­‐ buildingdatastartups25may2011clean#btnPrevious     Canhoto  2012  
  • 5. The  economics  of  data   •  Low  value  or   Value   very  small   segments   become   profitable   •  New  business   opportuniAes   •  Low  value   data   becomes   Cost   useful   Canhoto  2012  
  • 6. Relevant  services     •  PersonalisaAon  of  interacAons   •  LocalisaAon  of  retail  environments   •  MulAple  channel  =>  Omnichannel   •  GeolocalisaAon  and  Geofencing   –  Adverts  and  offers   Canhoto  2012  
  • 7. IdenAfying  trends   •  PredicAon  /  Early  warning   –  Movements  –  diseases,  demand,  pricing…   •  Influencers  –  rumours,  virality,  …   Canhoto  2012  
  • 8. CompeAAve  Intelligence   •  Travel  paJerns   •  Recruitment  acAviAes   •  MeeAngs   •  Projects   Canhoto  2012  
  • 9. Issues   Canhoto  2012  
  • 10. Sources   •  Available  vs.  representaAve   –  E.g.,  Using  TwiJer  to  research  the  Arab  Spring   •  Quality   •  Merging  databases   Canhoto  2012  
  • 11. Methods  &  Skills   Canhoto  2012  
  • 12. Usage   Canhoto  2012  
  • 13. Big  Data  –  What  every  marketer   needs  to  know   Dr.  Ana  Isabel  Canhoto     Senior  Lecturer  in  MarkeAng  &  Program  Leader  -­‐  MSc  MarkeAng   Oxford  Brookes  University   www.anacanhoto.com   TwiJer:  @canhoto     Canhoto  2012