The presentation discusses Pyramid Digital Marketing's digital marketing solution called Pyramid Digital. It utilizes social intelligence and real-time analytics to generate actionable insights from data streams which are then used to target marketing campaigns and promotions to drive revenue streams. The solution analyzes audience behavior using social media and other data to inspire better connected digital marketing campaigns.

1. The Digital Village™

3. Pyramid™ Digital Marketing‫‏‬
Big Data Opportunities - Presentation
Real-time Analytics at Point-of-Sale
Customer Profiling, Streaming and Segmentation
Social Intelligence – Campaigns, Offers and Promotions

4. Pyramid™‫‏‬Digital‫‏‬Marketing‫‏‬

5. Pyramid™‫‏‬- Digital Marketing
Pyramid™‫‏‬- Digital Marketing Value Proposition (MVP)
drives the “Big‫‏‬Wheel”‫–‏‬ turning Data Streams into Revenue‫‏‬Streams…..
Data Streams
Revenue Streams
Digital Business Models
The Amazon Business Model - "Perfect
Store" - can be likened to a water mill. The
more water (internet traffic) that flows over
the wheel, then the faster the wheel turns -
generating more power (Market Insights).
The greater the flow of data, the more
intimate the insights - the Water Mill "turns
Data Streams into Revenue streams“…
Bricks-and-Mortar Business Models (e.g.
Walmart) have an enormous capital
investment in infrastructure (Warehouses,
Transport, Buildings) and huge overheads
(Building Costs and Staff) - Digital Business
Models (Amazon) just have Web 2.0.....
Digital Business Model

6. Pyramid Digital™ - Social Intelligence
This revolutionary Digital Marketing approach is called Pyramid‫‏‬Digital™‫-‏‬ a next-generation
Social Intelligence solution for real-time lifestyle understanding: -
• The Pyramid solution uses Social Intelligence to get right to the heart of every audience -
and puts the audience back at the heart of every retail, media & entertainment enterprise.
• The Pyramid Digital Marketing solution works through Real-time Analytics – tuning in
directly to the dynamic nature of people, fashion, media and culture.
• The Pyramid‫‏‬Digital™‫‏‬solution analyses intimate audience viewing behaviour using Social
Intelligence and Real-time Insight, inspiring better digital marketing campaigns, faster –
ideas which connect directly, at an intimate level, with the widest possible network audience.
• Most importantly, the Pyramid Digital™‫‏‬solution tracks and understands the changing
behaviour of consumers, viewers, fans and audiences and their propensity to engage with
different ideas, lifestyles, interests, needs, passions, aspirations and desires.

7. Pyramid™‫‏‬- SMACT/4D Digital Technology Stack
The Pyramid™‫‏‬- Digital Marketing Value Proposition (MVP)
drives‫‏‬the‫“‏‬Big‫‏‬Wheel”‫–‏‬ turning‫‏‬Data‫‏‬Streams‫‏‬into‫‏‬Revenue‫‏‬Streams…..
Exploiting emerging SMACT/4D Digital
Technologies – including Social Media,
Mobile Smart Apps, Real-time Analytics,
Cloud Services, Telematics / IoT and GIS /
GPS – in order to discover and exploit
actionable commercial insights. These are in
turn refined, packaged, tested and delivered
through Organisational Change, Digital
Business Transformation and Platform
Refreshment Programmes - so that we can
achieve true Digital Marketing capability –
via Customer Experience Management
(CEM), Social CRM along with Multi-channel
Retail Platforms, deploying and exploiting
the SMACT/4D Digital Technology Stack.
Data Streams
Revenue Streams

8. Pyramid™‫‏‬– Brand Loyalty / Affinity

9. Market Value Proposition
Omni-channel Digital Retail supports the following sales channels:-
– In-store
– Catalogue
– Call-centre
– e-Commerce
– Mobile
– Social Media
• Social Media is now the fastest-growing Sales Channel in the most
affluent Demographic Segments and socially active Customer Streams
• Digital Revenue Acceleration – driving sustainable growth through
incremental sales, market share and revenue streams – by deploying
Digital Platforms / Data Science Analytics / Social Intelligence Insights

10. The Pyramid™‫‏‬- Digital Marketing
Music Cone
Fashion Cone
Sports Cone
Finance Cone
Retail Cone
Leisure Cone
Education Cone
Employment ConeHealthcare Cone
Political ConeGaming Cone
Social Media Cone
There are many types of Lifestyle, Fan-base,‫‏‬Brand‫‏‬Loyalty‫‏‬and‫‏‬Product‫‏‬Affinity‫‏‬Cones…..

11. Actionable Insights
Actionable Insights – “Data‫‏‬Streams‫‏‬into‫‏‬Revenue‫‏‬Streams”
• Big Data Architects – Data Provisioning / ETL Processes
• Big Data Engineers – Apache Hadoop Platform Component Library
• Big Data Analytics – Data Scientists
• Marketing Insights – Data Analysts / Product Managers
• Campaign Selection – Customer Stream / Segment Managers

12. / Promcoples/
Insight
Data Science
/ Analytics
Business Intelligence
ERP – Retail Merchandising
CRM - Customer Relationship Management
ECM – Catalogue / Category / Product Management
Brand Audience – Consumer Metrics / Social Intelligence
External Data Lake - People and Places / Social Media / Audience Metrics
On-line Consumer Marketing
Target –
Who ?
Attention –
What?
Interest –
When ?
Need –
Where ?
Desire –
How ?
Aspirations –
Why ?
Information Pyramid
Lifestyle –
Channels ?
Omni-channel Digital Retail
In-store
Catalogue
Call-centre
e-Commerce
Mobile
Social Media
Campaigns
Offers
Promotions

13. Lifestyle Analytics
• Digital Retailers seek to enhance their Consumer Data with Lifestyle Analytics - Who, What,
Where, Why When, How. Consumer Lifestyle aspirations and motivation are often expressed
through the lifestyle events that people choose to make happen - and these lifestyle choices
are documented in their Consumer Spending, Social Media and Audience Metrics Data.
• Lifestyle Events - "People and Places" Data: -
– Who are they interacting with - People
– What ideas are they connecting with - Trends
– Where are they going - Places
– Why are they doing this - Lifestyle
– When are they doing it - Time
– How are they doing it - Channels
• Lifestyle "People, Places and Events" Data is valuable - so we don't usually find it in "free"
Public Domain or Open Source data sets. What we do find in Public Sources is lots of object
or "Thing" Data - generic environmental and transport information such as "Trains and Boats
and Planes" Data - which may be re-used in order to enhance our customer experience.....
Sport
Music
Fashion

14. Lifestyle Analytics - Subjects
Sport Music Fashion
School College Work
Trends People Places Media

15. Education and Work
Lifestyle and
Aspirations
Lifestyle Analytics - Clusters
Friends and Family
Leisure and
Entertainment

16. Cluster Analysis in Data Science
• Cluster Analysis is a technique where similar data item values are identified and grouped together in Cluster Centrums -- in
order to discover previously unknown or concealed data relationships - using a variety of Clustering Algorithms. This model
is used to explore very large volumes of transactional or machine generated (automatic) data, social media and internet
content. Hundreds of spatial, mechanical, mathematical and statistical clustering algorithms are available. Many of these
clustering algorithms may‫‏‬be‫“‏‬admissible”‫–‏‬ but no single algorithm when used alone can‫‏‬be‫‏‬considered‫“‏‬optimal”:‫-‏‬
– K-means
– Kernel K-means
– Nearest neighbour
– Spectral Clustering
– CHAID Analysis / R
– Ranking Algorithms
– Gaussian mixture model
– Latent Dirichlet Allocation
• The CHAID Analysis (Chi Square Automatic Interaction Detection) in R is a natural form of numeric analysis that identifies
each independent variable to discover implicit data relationships (interactions) with dependant variables, along with other
data outcomes, in and across single / multiple Data Sets - without any explicit prior assumptions as to the number or nature
of Cluster Centrums. This model – using automatic determination in order to identify how each dependent variable is related
and explain implicit natural groupings and reveal any other previously hidden data outcomes – is used in cases of market
penetration, predicting and interpreting responses and a multitude of other data-driven research problems.
• Exploring Baysean, Clustering and Wave-form algorithms against time-series and cross-section Big Datasets are the key to
unlocking Cycles, Patterns and Trends in complex (non-linear) systems – Cosmology, Climate and Weather, Economics and
Fiscal Policy – in order to forecast future outcomes and events by modelling the impact of Random Events (Weak Signals,
Wild Cards and Black Swan Events) acting on Human Activity data (Schumpeter Political, Economic, Social, Industrial,
Agronomy and Technology Waves) and Natural data (Bond Cycles - Solar, Oceanic and Atmospheric Climate Forcing).

17. Pyramid™‫‏‬- Digital Marketing
7. Enthusiasts
8. Fanatics
5. Followers
6. Supporters
3. Indifferent
4. Casuals
1. Disconnected
2. Inactive
Customer Profile FECI / DIFS Segments:
4%
8%
14%
18%
The‫‏‬Unconnected…..
“Donut and Ice Cream Cone™”
Big
Data
Cloud
Services
Analytics
Multi-Channel
Retail
Social
Intelligence
Campaign
Management
6%
12%
16%
22%

18. Digital Platform - Product Features
Digital Platform Features – SMACT/4D‫‏‬Digital‫‏‬Platform‫“‏‬Product‫‏‬DNA”
• Social Intelligence – Social Media Consumer Profiling and Campaigns
• Mobile Platforms – Smart Devices / Smart Apps / Telecommunications
• Analytics – Big Data Analytics / Data Science / Actionable Insights
• Cloud Platforms – e-Commerce / Retail Merchandising / CRM / ERP
• Telemetry – Remote Sensing / Automatic and Machine-generated Data
• 4D GIS – People and Places – GPS / Geospatial Mapping and Analytics

19. / Promcoples/
Brand
DNA
Brand
Personality / CSFs
Brand Promise / Cache
Brand Core Values / Principles
Brand Benefits – Category / Product Features
Brand Consumer Perception / Loyalty
Brand Audience – Consumer Metrics / Analytics / Insights
Market Insights – Brand Positioning / Market Share
On-line Brand Management
Target –
Who ?
Attention –
What?
Interest –
When ?
Need –
Where ?
Desire –
How ?
Aspirations –
Why ?
Customer Experience and Journey
Lifestyle –
Channels ?
Omni-channel Digital Retail
In-store
Catalogue
Call-centre
e-Commerce
Mobile
Social Media
Campaigns
Offers
Promotions

20. The Pyramid™‫‏‬- Digital Marketing
Customer Profile FECI / DIFS Segments:
The‫‏‬Unconnected…..
“Donut and Ice Cream Cone™”
Big
Data
Cloud
Services
Analytics
Multi-Channel
Retail
Social
Intelligence
Campaign
Management
7. Enthusiasts
8. Fanatics
5. Followers
6. Supporters
3. Indifferent
4. Casuals
1. Disconnected
2. Inactive
4%
8%
14%
18%
6%
12%
16%
22%
Big
Data

21. SalesForce.com – a Cloud Platform Social CRM Business Solution
The Pyramid™‫‏‬- CLOUD DATA
Customer Management
(CRM / CEM)
Social
Intelligence
Campaign
Management
The Pyramid™‫‏‬
Profiling,
Streaming &
Segmentation
The Pyramid™‫‏‬- Enterprise Digital Marketing
The Pyramid™‫‏‬
TV Set-top Box -
Channel Data
Consumer Data Smart Apps
Market Sentiment
Insights
e-Business
Smart Apps -
Mobile Playlists
Geospatial Analysis
Analytics
Big
Data
Brand Loyalty / Affinity

22. Pyramid™‫‏‬– Digital Marketing

24. Pyramid™‫‏‬- Digital Marketing App
Qubix Digital™‫‏‬
Social Intelligence
and Market
Sentiment Cloud
CRM /
CEM
Data
Profile
Data
CRM / CEM
Big Data
Analytics
Customer Management
(CRM / CEM)
Social
Intelligence
Campaign
Management
e-Business
Smart Apps
Big Data Analytics
Pyramid™‫‏‬
Customer Loyalty
& Brand Affinity
Pyramid™‫‏‬
Analytics
Smart Apps
Insights
Reports
Market
Survey DataTV Set-top Box
Channel
Selections
Smart App
Playlists

26. “DATA‫‏‬SCIENCE”‫–‏‬ my own special area of Business expertise
Targeting – Split / Map / Shuffle / Reduce
Consume – End-User Data
Data Provisioning – High-Volume Data Flows
– Mobile‫‏‬Enterprise‫‏‬Platforms‫(‏‬MEAP’s)
Apache Hadoop Framework
HDFS, MapReduce, Metlab “R”
Autonomy, Vertica
Smart Devices
Smart Apps
Smart Grid
Clinical Trial, Morbidity and Actuarial Outcomes
Market Sentiment and Price Curve Forecasting
Horizon Scanning,, Tracking and Monitoring
Weak Signal, Wild Card and Black Swan Event Forecasting
– Data Delivery and Consumption
News Feeds and Digital Media
Global Internet Content
Social Mapping
Social Media
Social CRM
– Data Discovery and Collection
– Analytics Engines - Hadoop
– Data Presentation and Display
Excel
Web
Mobile
– Data Management Processes
Data Audit
Data Profile
Data Quality Reporting
Data Quality Improvement
Data Extract, Transform, Load
– Performance Acceleration
GPU’s‫–‏‬ massive parallelism
SSD’s‫–‏‬ in-memory processing
DBMS – ultra-fast data replication
– Data Management Tools
DataFlux
Embarcadero
Informatica
Talend
– Info. Management Tools
Business Objects
Cognos
Hyperion
Microstrategy
Biolap
Jedox
Sagent
Polaris
Teradata
SAP HANA
Netezza (now IBM)
Greenplum (now Pivotal)
Extreme Data xdg
Zybert Gridbox
– Data Warehouse Appliances
Ab Initio
Ascential
Genio
Orchestra
SOCIAL INTELLIGENCE – The Emerging Big Data Stack
Information Management Strategy
Data Acquisition Strategy

27. Big Data – Process Overview
Analytics
Big Data
Management
Big Data
Provisioning
Big Data
Platform
Big Data
Consumption
Data Streams
Data ScientistsData Architects
Marketing /
Data Analysts
Big Data
Administration
Revenue Streams
Data Administrators
Head of Insights, Analytics and Data Science
Hadoop Platform
Engineering Team
Insights
Tableau.
Qlikview,
Eclipse.
1010Data
Statgraphics., FastStats
Mathematica, MatlabMAPR, Cloudera.
NoSQL, Mungo DB
Informatica Vibe.
Splunk, Apigee,
Flume, Ab Initio,
Pentaho, Talend,

28. Split-Map-Shuffle-Reduce Process
Big Data
Consumers
Split Map Shuffle Reduce
Key / Value Pairs Actionable InsightsData Provisioning Raw Data

29. Social Intelligence

30. Return on Investment
• Digital Business Transformation - Value Pathways
– Achieve‫‏‬Strategic‫‏‬CSF’s,‫‏‬Outcomes,‫‏‬Goals‫‏‬and‫‏‬Objectives
• Digital Business / Enterprise Model - Value Pathways
– Achieve‫‏‬Operational‫‏‬Targets‫‏‬and‫‏‬KPI’s
• SMACT/4D Digital Technology Stack - Value Pathways
– Achieve Technology Refreshment and Digital Re-platforming

31. Business Strategy – Implementation Pathways
Mission Capital Restructuring and
Business Flotation
Strategy Theme Business Restructuring
Desired Outcomes Governed Business Functions Approved Business Processes Certified Business Systems
Goals Business Models, Organisational
Standards, Quality and Compliance
Process Models, Business Process
Standards, Quality and Governance
Enterprise Architecture Models,
Business Systems Standards,
Quality and Governance
Objectives Operational Standards, Enterprise
Governance, Reporting, Controls
Auditable / Traceable / Compliant Business
Processes / Documentation
World-class Process Execution
Auditable / Traceable / Compliant
Business Systems
Strategic
Requirements
Statutory and Regulatory Reporting -
Controls, Auditability, Traceability,
Statutory and Regulatory Compliance,
Health and Safety Accreditation
Business Process Modelling / Mapping
Business Process Re-engineering Business
Process Improvement
Business Process Quality Management
Business-as-Usual (BaU)
Systems Failover / Recovery
Contingency Planning
Disaster Recovery
Business Enabler Smart Blueprint and Capability Roadmap
for Long-term Organisational
Sustainability
Smart Blueprint and Capability Roadmap for
Business Continuity
Smart Blueprint and Capability
Roadmap for Platform Upgrade /
Technology Refreshment / Business
Systems Replacement
Technology Enabler Human Capital Management
Financial Management
Asset Management
Business Process Modelling and
Management, Workflow, Data / Process /
Systems Integration
Mobile Platforms
ERP / CRM / BI
Analytics / Insights
Cloud Services
CSF
KPI

32. Pathway Benefit Business Transformation Use Case
1 Achieve
Strategic
Requirements
Achieve Strategic outcomes, goals and
objectives through delivering a Digital
Business Transformation Programme
Strategy outcomes, goals and objectives achieved: – CSFs /
KPIs / Financial Targets / Value Chain Management achieved
through delivering a Digital Business Transformation Programme
2 Reduce
Indirect Costs
Establishment
Reduce Establishment – Fixed Assets
(Buildings, Office and DCT Equipment)
and Staff (Direct and Indirect costs)
Establishment Costs Reduced: – Fixed Assets and Staff costs
reduced by delivering Organisational Change through a Digital
Business Transformation Programme
3 Improve
Business
Operational
Performance
Improve Business Operational
Performance by introducing a Digital
Business Operating Model
Business Operating Model: – Functional Requirements met by
introducing a Digital Business Operating Model – supporting
Organisation Change / Process Improvement Management /
Strategic Vendor Management / Inventory Management
4 Simplify
Organisation
Structure
Improve Business Process Execution
by introducing a Digital Organisation
Structure
Organisation Hierarchy Model: – People Requirements met
by introducing a Digital Business Operating Model – supporting
Organisation Change and Process Improvement Management
5 Simplify
Business
Processes
Improve Business Process Execution
by introducing a Digital Business
Process Hierarchy
Digital Business Process Model: – Process Requirements met
by introducing a Digital Business Operating Model – supporting
Organisation Change and Process Improvement Management
6 Reduce Direct
(Trading) Costs
Deliver efficiency, cost-effectiveness
performance, and future-proofing by
deploying a Digital Business Model
Digital Business Model: – Migrating customers, products and
services from a traditional bricks-and-mortar Business Model
(F2F High Street presence and Call Centres / Contact Centres)
to a Digital Business Model will reduce overheads by up to 40%
7 Increase
Revenue
Drive Sales Performance by deploying a
Digital Business Model
Digital Business Model: – Migrating customers, products and
services from a traditional bricks-and-mortar Business Model
(F2F High Street presence and Call Centres / Contact Centres)
to a Digital Business Model increases sales revenue up to 40%
CASE STUDY 1: – Medical AnalyticsDigital Business Transformation - Value Pathways

33. Pathway Benefit Business / Enterprise Architecture Model Use Case
8 Business
Performance –
Functional
Requirements
Deliver efficiency, cost-effectiveness
performance, and future-proofing by
deploying a Digital Solution Model and
SMACT/4D Digital Technology Platform
Digital Solution Model: – Migrating customers, products and
services from a traditional Technology Platform (EPOS / Call
Centres / Contact Centres) onto a SMACT/4D Digital Technology
Platform will reduce costs by 40% (annual repeatable benefits).
9 Increase Social
Media and
Internet Traffic
Stakeholders can build increased digital
presence, market share, financial
value, reputational value and good will
through massively increasing Internet
Traffic and Social Media Conversations.
Digital Presence: – Social Media Conversations and Internet
Traffic volume is increased, generating incremental stakeholder
value by yielding Actionable Insights for campaigns, offers and
promotions revenue Analysis of Internet data allows Product
Managers to support marketing strategies and campaigns that
consistently out-perform competitor product / service offerings.
10 Increase Sales
Units / Volume
Implementing SalesForce.com could
increase Sales Volume by an average of
40% in the first year. Mining Actionable
Commercial Insights using AWS EMR
Big Data Analytics may yield a further
increase in Sales Volume by up to 40%.
Internet Traffic Analysis: – SalesForce.com and AWS EMR Big
Data Analytics reduces the cost to process Sales Data, yielding
increased data processing rates to support marketing decisions.
Analysis of this information allows Digital Marketing Managers to
promote sales and marketing strategies that consistently achieve
market-leading retail outcomes and financial results / outcomes.
11 Increase Sales
Revenue and
Contribution
Drive increased cost-effectiveness,
efficiency, sales performance, and
Market Presence from the Digital
Business Model and Technology Stack
Digital Business Architecture – Lean Scenarios / Use Cases
and Agile Epics / Stories are delivered via the Digital Technology
Stack (e.g. Internet Social Media and User Content Analysis, Big
Data Analytics, Mobile Platforms, 4D Geospatial Data Science)
12 Increase EBIT
Profitability –
enhance ROI
Ensure efficiency, accuracy and cost-
effectiveness of Market and Financial
Analysis – both routine / ad-hoc tasks.
Financial / Market Data Analysis: AWS EMR Cloud Big Data
Analytics reduces the cost to store Customer, Market, Financial
Transactional Data, allowing longer retention of data to support
offers / promotions and campaign management / analysis upsell /
cross-sell campaigns and rise in Market Sentiment, Good Will,
Reputational Value and Stock Market Valuation scenarios
CASE STUDY 1: – Medical AnalyticsDigital Business / Enterprise Model - Value Pathways

34. Pathway Benefit “SMACT/4D‫‏‬Digital‫‏‬Technology‫‏‬Stack”‫‏‬Use‫‏‬Case
13 Real-time Data
Streaming and
Monitoring
Stakeholders get the most timely and
appropriate alarms and alerts of any
emerging disruptive market, technology,
political, social and economic events.
Horizon Scanning, Tracking and Monitoring: Global Internet
Content, Social Intelligence, News Feeds and Market Data are
mined as sources for early warning of disruptive Weak Signals
predicating possible future Wild Card and Black Swan events.
14 Predictive
Analytics
Stakeholders can build financial value
by taking an active role in self-service
management of their own Enterprise
Risk Management, Market Sentiment /
Price Curve Forecast Data and Models.
Scenario Planning and Impact Analysis : - Social Intelligence
and Market Data is mined for early warning of emerging trends
and Actionable Insights in Market Sentiment / Price Movement.
Monte Carlo Simulation generates Business Scenario clusters /
Bayesian Analysis of the probability of each scenario occurring.
15 Technical
(Quantitative)
Analysis
Financial Technology capabilities and
resources matched to the nature and
complexity of the Analytics assignment
– the evaluation and selection of those
future options that provide the best
possible fit with target future outcomes.
Financial Portfolio Management: - Buy-Hold-Sell decisions -
Big Data reduces the cost to analyse Market Data, allowing
faster processing of data to support investment decisions and
model financial outcomes. Analysis of this data allows Portfolio
Managers to support appraisal practices and investment fund
strategies that consistently out-perform their Financial Markets.
16 Financial
Analysis and
Economic
Modelling
Ensure efficiency, accuracy and cost-
effectiveness of Economic Modelling
Econometric Analysis and Financial
Planning tasks.
Historical Market Data Analysis: Business Cycles, Patterns
and Trends - Big Data reduces the cost to store Market Data,
allowing longer retention of data to support investment decisions
and model financial outcomes. Analysis of this data allows Fund
Managers to promote appraisal practices and investment
strategies that consistently achieve market-leading results.
17 SMACT/4D
Digital
Technology
Platform
Deliver efficiency, cost-effectiveness
performance, and future-proofing by
investing in a SMACT/4D Digital
Technology Architecture and Platform
Analytics Platform – Functional / Non-functional Requirements
delivered via the Digital Technology Platform Components (e.g.
Internet Content, Social Media and User Content Analysis, Big
Data Analytics, Mobile Platforms, 4D Geospatial Data Science)
CASE STUDY 1: – Medical AnalyticsSMACT/4D Digital Technology Stack - Value Pathways

35. Balanced Scorecard – Customer Value