Lung Huang's Strategy & Data presentation at 4A's Strategy Festival 2013. He is the VP of Digital Advertising, Global Partnerships for dunhumby. More info at http://www.4asstrategyfestival.com/.

1. Strategy & Data
4A’s Strategy Festival

2. Lung Huang
VP of Digital Advertising, Global Partnerships
@Lung_Huang

3. Big Data &
Data Driven
Marketing

4. 4
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5. 5
90%
OF THE WORLD’S DATA WAS GENERATED IN THE
LAST TWO YEARS*
Source: US Chamber of Commerce 2013
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6. Size of data sets in terabytes
Business email sent per year ………………………..…… 2,986,100
Content uploaded to Facebook each year ………..……… 182,500
Google’s search index …………………………….……….... . 97,656
Kaiser Permanente’s digital health records ……………….. 30,720
Large Hadron Collider’s annual data output …..…………… 15,360
Videos uploaded to YouTube per year ……………….…..... 15,000
6
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National Climactic Data Center……………………….…… 6,144
Library of Congress’ digital collection…………….…….…5,120
US Census Bureau Data ………………………………...... 3,789
Nasdaq stock market database …………………………... 3,072
Tweets sent in 2012 …………………………………………… 19
Contents of every print issue of WIRED …......................... 1.26

7. dunnhumby’s Context
24 Years … 28 Countries … 1,000s of Clients
400M Customers … All Media Channels
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8. 8
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9. Strategy and Data –
3 ways the world is changing
The Changing World
Your Opportunities
 New kinds of data and
new uses
 Learn what data your
clients are using
 New skills and
orientation needed
 Understand role of
data and possibilities
 Growing expectations
among consumers
 Use data to drive
consumer relevance
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10. What do I know about my customers?
SHOPPING
what
I buy
HOW
I SHOP
WHERE
I AM
WHAT I
SEE/HEAR
HOW I
DECIDE
MEDIA
WHO I
KNOW/INFLU
ENCES (MY
SOCIAL
NETWORK)
WHAT
I LIKE
WHO
I AM
10
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MY
NEEDS/PREFER
ENCES
MOTIVATIONS

11. Integration across channels to deliver a relevant experience
DM
WOM
EMAIL
EARNED MEDIA
SOCIAL
PLATFORMS
MOBILE
PAID MEDIA
RETAIL
MEDIA
OWNED MEDIA
DISPLAY
WEBSITE/
MOBILE
APPS
SOCIAL
TV
11
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13. “BIG DATA”
(e.g. digital media
exposure data)
13
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NEW INSIGHT
DATASET
SHOPPER
DATA

14. Purchased-based online
targeting + sales measurement
dunnhumby
creates target
using customer
purchase data
© dunnhumby.com 2013 | Confidential
media partner
finds and serves
those households
anywhere online
dunnhumby
measures
purchases back
to POS data

15. Direct link between TV ad exposure
and purchase data
Measure impact
by:
Creative
Frequency
Duration
Timing / Day Part
Context
Macy’s
Purchase
Households
15
© dunnhumby.com 2013 | Confidential
2.2 Million TV
Viewing
Households
Single Source Matched HH

16. On-line Advertising: Purchase data
makes it more effective
+163%
© dunnhumby.com 2013 | Confidential
+121%
+28%

17. CASE STUDY
Innovate store brand products to fill “basket holes”
PROBLEM:
Customers were shopping at
competitor stores for key
products
INSIGHT:
????
SOLUTION:
Developed own label range to
complete existing customers
baskets
RESULTS:
• Tesco Finest is a £1.2bn+
brand
• Bigger than Coca-Cola in the
U.K.
• + 700 SKUs
17
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18. CASE STUDY
Improving retail decisions: range/assortment
PROBLEM:
Current milk layout is built around brands. Lactose free milk is not easy to shop for.
INSIGHT:
Customer behavior shows us that they shop by category; customers choose milk first by
product type rather than size or brand.
18
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19. WHAT’S NEXT

20. It is Mobile,
but Payments
will be transformative
20
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21. Predictive Technology
becomes the norm
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22. Insights
Insights
Trumps All
not Data.
22
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23. Thank you
Lung.Huang@dunnhumby.com
© dunnhumby.com 2013 | Confidential
@Lung_Huang
212-379-3036