Ed Peelen sprak op de derde sessie van de vierdelige Master Minds on Data Science serie over predictive & realtime marketing

1. Predictive & real time marketing
Overview and trends
Prof.dr. Ed Peelen

2. Draag bij aan een klantgericht Nederland
www.pvko.nl @PvKO #PvKO facebook.com/pvko.nl
• Kennis delen en inspiratie opdoen
• Netwerk verrijken
• Praktisch toepasbare tips krijgen
voor eigen succes en dat van je organisatie

4. Marketing Management / Ed Peelen 4
Online Social Mobile data
Source: Mieke Ketelaere, SAS

5. 2. Potential impact: Internet of Things
5
Connectivity and big data – smart products – Google car
What are some consequences?
Insurances?
Blind people driving
Traffic jams?
Car maintenance
Ownership of a car

6. Riding a car becomes what horse riding
is now
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7. Quantified Self
How can it influence the way we
‘manage’ our health as individuals and
the medical sector?

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11. Basket analysis
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T = a transaction at the check out
P = products
Product network:
Node = product
Edge = relation between a pair
of nodes
How frequently is a network
of products bought simultaneously?
How frequently do you find this bundle
in the basket?
Source: Videla-Cavieres et al (2014)

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Overlapping communities
Juice Powder Brand A
Juice Powder Brand B

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Timeline, journey,
hyperpersonalization

14. Obama > 100 data scientists on the payroll, brought it all back to one digit. Voters
got personalized messages.
Social meenemen

15. 15
On line
targeting
Optimization

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17. Location based personalization
 Shopping list sorted based on location
 Staf support
 Promotions based upon shopping list and
location
 Promotions based upon journey and location
 Service: finding your way…
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18. End goalwebsite Parking
lot
store restaurant Check
out
Going
home
Clean upObjectives
customer
orient
warehouse construct
park Look
select
eat, drink,
relax
Collect
articles
pay transport construct
functionalemotional
0
10
0
10
ideas
©Zeeno,

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22. Macy 1 billion customized actions (incl.non addressed)
 QR-codes in the store: 30 seconds interview with
Tommy Hilfinger, discussing fashion trends,
illustrated (fashion show)
 Internet access everywhere in the dept store
 E-commerce pick up points
 Flagship store
 Events
 Personal shoppers
 Apps

23. Monitoring
Brand Tracker
 Brand associations network
 Recognizing campaigns, etc.
 Construct measurement model
(KPIs)
Media Effect
 Data sources, tracing online
paths
 Time series analysis (paths)
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24. Privacy
 What does your privacy
statement state about
the use of
customer/non-customer
data streamed/collected
in public space?
 How will
customers/prospect
perceive the value of
the use of big data?
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Jones, suggested literature

25. Digitale zelfbeschikking
De ontbrekende achtste
laag in het ontwerp van web
Geef het internet terug
aan de mens
Marcel van Galen
Qiy

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27. Ed.Peelen@pvko.nl
Peter.Joziasse@pvko.nl