SLA San Diego October 24 2014

1. BIG DATA, MARKETING AND
LISTENING TO CUSTOMERS IN
ORDER TO CREATE VALUE
MICHAEL GERMANO
ASSOCIATE LIBRARIAN/PROFESSOR
UNIVERSITY LIBRARY AND DEPARTMENT OF MARKETING
CALIFORNIA STATE UNIVERSITY, LOS ANGELES
CONTACT: EMAIL: MGERMAN@CALSTATELA.EDU TWITTER:
@PROFMGERMANO

2. IN THE NEXT HOUR…
How did we get here
Digital revolutions and knowledge production
Marketing analytics 101
Value creation and why it matters
The information professional as thought leader in
organizations that analyze
Privacy and ethics

3. BEFORE WE START…
Lets talk about the big picture…

4. HOW DID WE GET
HERE?
Convergence between technological changes and massive
data creation
Rise of Terms & Conditions
Post-September 11th world of privacy erosion
Data companies always existed prior but exploded in the last
10 years

5. DIGITAL REVOLUTIONS
AND DATA CREATION
Automation
Web 2.0
Social Media
Internet of Things
All create massive amounts of data that can be used for a
variety of things—especially marketing

6. MARKETING
American Marketing Association
Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners,
and society at large. (Approved July 2013)

7. MARKETING
ANALYTICS
Process oriented marketing activities that use data to
support decisions
Customer data & segments
• Demographic
• Geographic
• Psychographic
• Benefit segments (how a product is used or perceived)
• Behavioral

8. SOURCES AND TYPE
OF DATA
Structured and unstructured
Internal and external sources
Internal: POS data, CRM systems, call center data, website
metrics, mobile metrics
External: Social media and the interactive web

9. DATA ANALYTICS AND
“SEEING”
Analytics allow for a past, present and future view
Seeing the past and present is nice—predicting the future is
the holy grail of marketing
See how customers behave over time
Customer lifecycle management

10. DATA ANALYTICS AND
“LISTENING”
Gain insight into customer wants, needs and benefits
Understand and predict “value”
Value is the core of marketing activities

11. VALUE
Marketing that is successful creates value
Value is not the same as price (can be related)
Value is the meeting of stated needed with a unique offering
Value= (Desire + Need)/(Feature + Benefit)
Listening to understand value and need is critical to
marketing processes in the past this was laborious and
expensive…

12. INFORMATION PROFESSIONALS
AND ANALYTICS
The important role of thought leader
Internal consulting and selling
Leadership
Innovation
Ethics

13. RETHINKING THE LIBRARIAN ROLE
AND ORGANIZATIONAL
CONTRIBUTIONS
How do you put this in action?
What does it look like to redefine ones role or move into another
sphere?
Nest steps:
1. Inventory current role and its effectiveness
2. Identify organizational needs
3. Network—create a support team
4. Create a “test” project
5. Execute
6. Get feedback
7. Sell results/outcomes internally