Big data presentation

1. DATA

2. Passion

3. Thomas Cook Belgium
TEDx Flanders
20 years experience
Social Marketing Forum
Innovation & Marketing Projects
HANS SMELLINCKX
CRM
Twitter.com/hanssmellinckx
Founder
®Evolution
Social Media
E-mail Marketing
Digital Marketing
Omni-channel Marketing
Mobile Marketing
Blogger Metrics, KPI’s & dashboarding
Branding & Reach
Consultant
ARTOOS

4. EVENT WEBSITE
Account
Sales
SPOC
MOBILE
DISTRIBUTED
MARKETING
MESSAGING & APPS
DIGITAL SIGNAGE
INTEGRATION
SOCIAL INTEGRATION
E-MAIL & DIRECT MAIL
PRINT
PICK & PACK
DTP & DESIGN
COMMUNICATION PRODUCTION HOUSE

5. Some of My References

6. https://www.youtube.com/watch?v=jbkSRLYSojo

8. ENIAC Electronic Numerical Integrator And Computer

9. DATA WAREHOUSE
BIG
DATA
CRM
BI

10. NOT
NEW
It’s still a car

11. Most important parts of a car
1. Engine
2. Wheel
3. Brakes
4. Strearing wheel
5. Body & seating

12. BI
G 7 billion
1 billion Facebook users
½ billion Twitter accounts
200 countries & 250 nationalities

13. SMAL
L800 million
47 countries
27 in the EU
250 million fb users

14. SMALL
ER
10 million
4.8 million fb users
100, 000
Average Belgian e-mail
Database
Below 100,000

15. Big?

16. The way to nowhere

17. 75%
Of seniors say their company is
“data driven”

18. 65%
(Big) Data not part of the
strategy

19. 56%
Organisational silo biggest barrier

20. 18%
Belgian organisations investigate
Big Data

21. 18%
How many companies in Belgium
have more than 1 million
contacts?

22. Why?

23. Challenges

24. Organisation
silos

25. Technical debate

26. People
Tools skills
Technology

27. BRING
THE LOVE
BACK In Marketing

28. Once…

29. Nobody
understands

30. “Simply possessing stores of data
does not automatically distribute
your marketing spend into the right
channels and generate an
impressive ROI”
Jon Baron – CEO Tagman

31. 1CONNECT

33. Own data
Shop data
3rd party data
Click behaviour
websites
Click behaviour
newsletters
E-commerce data
Brochure pick-up
Upsell
Welcome back
Satisfaction survey
Booking satisfaction
Facebook data
Mobile data

34. The sources
DM
Campaign
s
Abandon
cart
Segmente
d
websites
Segmentation
& RFM model
CRM
users
More than 4
million Belgians in
our DB
E-mail newsletters

35. The sources
Twitter
accounts
Google+
accounts
Facebook
pages
Pinterest
accounts
Youtube
channels
+300,000 fans
2,000 followers
Open graph 2

36. Perfection
Does not exist

37. TIME

38. PEOPLE

39. Marketing automation

40. 2SEGMENTATION

41. Socio demo

42. Socio demo
employment
gender
age
education
Social class
Maritial status

43. Simple
Filter

44. 20 – 25 year old
Female
Student
Single
University student
No children
Lower social class

45. Challenges

46. Hobby
?
Interests
Pets
Living together
Still living at home
shopaholic

47. Data connection
Mobile savy
E-commerce
Real-time mobile
use
Workplace vs
living
?

48. TIME
COMPLEXITY
Degree of ROI Real-time (social/mobile)
Socio demo
Behaviour criteria
Lifestyle criteria
(Buying) history
Behaviour criteria
Excel
access
SAP
Oracle / IBM

49. Confirmed behaviour
Unknown future behaviour

51. Visualise it!

52. Visualise it!

53. Visualise it!

54. WTF!

55. Gamification of data

56. http://projects.nytimes.com/census/2010/explorer

57. Recommendation

58. Start now!

59. We need
Mad men
Mad scientists

60. @Artoos
Hans Smellinckx
@hanssmellinckx
www.artoos.be
Artoos
Artoos-communicatiegroep