This web briefing explores how marketing organizations can cope with the onslaught of data from the web, social media, point-of-sale and back-end systems by using an innovative Big Data technology that can optimize impact assessment, attribution, prediction and forecasting in a multi-channel environment.

1. Digital Marketing Analytics:
Put your data to work
@Kognitio @BizVizWiz
Join the discussion: #DigiMkt
Slides on SlideShare:
http://www.slideshare.net/Kognitio/kognitio-avs-digital-marketing-
analytics-webinar

2. Digital Marketing Analytics: Put your data to work
www.kognitio.com
www.avs.com
@Kognitio @BizVizWiz
Join the discussion: #DigiMkt
Welcome!
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Slides on SlideShare: http://www.slideshare.net/Kognitio

3. Nigel Sanctuary
nigel.sactuary@kognitio.com
@Kognitio
Steve Sukman
steve@avs.com
@BizVizWiz
An introduction to in‐memory analytics and data
visualization technology for the marketing industry
Slides on SlideShare: http://www.slideshare.net/Kognitio

4. @Kognitio @BizVizWiz #DigiMkt 4
Digital Marketing Analytics
Addressing the challenges of digital marketing and its context
Addressing the challenges presented by packaged solutions
Addressing the Challenges presented by collecting and using digital marketing data
Visualising the insight and impact of digital marketing

5. @Kognitio @BizVizWiz #DigiMkt 5
Managing the customers digital presence
Campaign dataWebsite traffic data Call center data Revenue data
Data
warehouse
Data assembly Analytics Data visualization

6. @Kognitio @BizVizWiz #DigiMkt 6

7. @Kognitio @BizVizWiz #DigiMkt 7
Analysis
Server
Case Study: (Not Nike, but just as big)
MPP
Analytical
Data Platform
MPP
Analytical
Data Platform
Collection
Server

8. @Kognitio @BizVizWiz #DigiMkt 8

9. @Kognitio @BizVizWiz #DigiMkt 9
Expanding the scope

10. @Kognitio @BizVizWiz #DigiMkt 10
Expanding the breadth
Operational
Actions
Sales
Transactions
Web Activity
Competitor
advertising
Season
Market Conditions
Fuel Prices
Unemployment
rates
Other economic
factors
Consumer
Confidence
Attribution
Optimisation
Allocation
1 2 3
Business
Outcomes
Consumer
Response
Search
Online Chatter
Store Visits
Purchasing
Unit Sales
Revenue
Margins
Service Standards
Customer Lifetime Value
Marketing
Actions
Native content
Social Media
Paid search
Online display
Mobile Apps
Earned
Media
Pricing
Promotions
Customer
service
Broadcast

11. @Kognitio @BizVizWiz #DigiMkt 11
The reality of the digital footprint…
Complaints
CRM
Shipping
IVR
Web Server
CRM
ACD
A Single Customer
Leaves a big footprint
Campaign
Server

12. @Kognitio @BizVizWiz #DigiMkt 12
A shift in scope for Digital Marketing Analytics
Need a Solution: Marketing/Brand/Merchandising Executive
Need a Platform: Data Analysts/Marketing Analyst
SOCIAL
MEDIA
Likes
Sentiment
ADVERTISING
On-line
Print
Outdoor
…
WEB
TRAFFIC
Page Clicks
Audience
overview
Segmentation
reports
CONVERSIONS
Offers
Loyalty
Subscription
IN-STORE
Display
Cross-sell
Up-sell
SALES
eCommerce
PoS
…
• LOB Solutions analytical teams
• Marketing Analyst Boutiques
• Advertising/Media Buying Agency
WEB
Journey
Integrated
journeys
Digital Marketing Analytics
Typical user community

13. @Kognitio @BizVizWiz #DigiMkt 13
This means….

14. @Kognitio @BizVizWiz #DigiMkt 14
Digital Marketing needs Granularity

15. @Kognitio @BizVizWiz #DigiMkt 15
Basic vs. sophisticated insight and opportunity

16. @Kognitio @BizVizWiz #DigiMkt 16
…data volume challenges
Website Activity
Campaign Data
Contact Centre Activity
Point of Sale Activity
DataVolume
Time

17. @Kognitio @BizVizWiz #DigiMkt 17
…Integration Challenges
Operational
Actions
Sales
Transactions
Web Activity
Season
Market Conditions
Fuel Prices
Unemployment
rates
Other economic
factors
Consumer
Confidence
Marketing
Actions
Print Ads
Direct Mail
Radio
Native content
Social Media
Paid search
Online display
Mobile Apps
Earned
Media
Pricing
Promotions
Customer
service
Television
Ads

18. @Kognitio @BizVizWiz #DigiMkt 18

19. @Kognitio @BizVizWiz #DigiMkt 19
Managing the customers digital presence
Campaign dataWebsite traffic data Call center data Revenue data
Data
warehouse
Data assembly Analytics Data visualization

20. @Kognitio @BizVizWiz #DigiMkt 20
The enabler is In Memory MPP
Data
Queries
CPUs
CPUs
CPUs
CPUs
Every core working on every query
Data equally distributed across the servers
In memory Massively Parallel Processing
Server 1
Server 2
Server 3
Server 4
Designed specifically for complex analytics

21. @Kognitio @BizVizWiz #DigiMkt 21
A solution for managing the customers digital
presence in your business
Campaign dataWebsite traffic data Call center data Revenue data
Data
warehouse
Data assembly Analytics Data visualization

22. Visualization
doesn’t
always
produce
insight.
22

23. Dashboards
can be
dangerous

24. AVS positioning: Any data, any solution, any platform
BI
WAREHOUSE
SOCIAL WEB METRICS
ERP CRM
CAMPAIGN
DOW/STOCK
SUPPLY CHAIN FINANCE
POS
INVENTORY
PACKAGED
SOLUTIONS
ANALYTIC APPS
MOBILE APPS
TOUCH APPS
AVS CONFIDENTIAL

25. Start here

26. Finish here

27. Produce answers—not questions

28. Break the rules and think outside the chart

29. AVS 1999
What appears on the surface

30. AVS 1999
Can easily
hide
insight
that lies
beneath

31. DATA
KOGNITIO
ANSWERS
AVS

32. If this is what your business looks like, this is how you should visualize it.
AVS 2004

33. Think outside
the chart
Answers by AVS live here:

34. @Kognitio @BizVizWiz #DigiMkt 34
What did we see?
• Capability is not available from a simple package
• Visualizing “Big Data” goes beyond the chart
• The Cloud minimizes time to value
• Predict: Look forward, not just back

35. @Kognitio @BizVizWiz #DigiMkt 35
Put your data to work
• Start with the data you already own
• Getting started is easy & more affordable than you think:
Dive into the
data you have
Discovery
Workshop
Proof of Concept:
pilot project
Turn‐key approach:
60 days to success

36. Digital Marketing Analytics: Put your data to work
www.kognitio.com
www.avs.com
@Kognitio @BizVizWiz
Join the discussion: #DigiMkt
Thank you!
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