1. BIG DATA – ЧТО ЭТО?
И КАК BIG DATA
ПРИМЕНЯЕТСЯ В
СОВРЕМЕННОМ
МАРКЕТИНГЕ
АНДЖЕЙ АРШАВСКИЙ
CEO, DSL
20 ОКТЯБРЯ 2013

2. WHAT%IS%BIG%DATA%?%

6. ?%?%
?%

7. BIG%DATA%USUAL%DATA%
• Clear&goal&
• Clear&how&to&use&&
• Clear&format&
• Structured&format&
• Unclear&purpose&
• Unclear&how&to&use&it&
• Unclear&format&
• Unstructured&format&
• Unstructured&format&
“Innova3ons”%“Conven3onal%
business%processes”%

8. BIG%DATA%=%
TECHNOLOGIES% SPECIALISTS%+%
Technologies& which& capable& to&
work& with& data& within& consistent&
:me& frames& using& distributed&
environments& or& cloud& based&
services&(mostly%NoSQL,%Cloud)&
Technical& specialists,& capable& to&
understand& business& goals& and&
improve& business& processes& using&
analy:cs& of& diverse,& distributed&
and&&large&data&volumes&using&both&
SQL&and&NoSQL&tools&

9. Data&Scien:st&
&Skills&
• Domain&knowledge&(i.e.&Industry&specific&processes&where&
analy:c&are&applied)&
• Commercial&acumen/&Strategic&
• CustomerHcentric&
• ProblemHsolving&skills&
• Communica:on&skills&(storyHtelling)&
• Curiosity&(willingness&to&challenge&the&status&quo)&
• Technology&/&data&
• Analy:cal&skillHset&
• Mathema:cs&/&sta:s:cs&(including&experimental&design)&
&

12. BIG&DATA&В&
ПОВСЕДНЕВНОМ&
БИЗНЕСЕ&

17. BIG&DATA&&&MARKETING&
Passive&stage&
Trigger&
Ac:ve&Stage&
PURCHASE&

18. • The&majority&of&online&users&are&now&crossHplaaorm&
• They&are&spending&more&:me&with&digital&content&across&mul:ple&devices&
• Engagement&with&content&varies&by&plaaorm&:me&of&day&
• Key&audiences&engage&with&content&differently&across&PC,&Smartphones&and&Tablets&
BUSINES&CASE:&&
BIG&DATA&&MARKETING&
We&can&foresee&now&the&Revolu:on&of&new&technologies,&which&capable&to&track&
consumer&behavior&across&all&marke:ng&touchpoints&(crosHdevice,&crossHchanel)&and&
provide&marketers&with&insights&to&op:mize&campaigns&business&success.&

21. Real&Time&Bidding&systems&&

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