The document serves as a comprehensive guide for consumer marketers on leveraging big data to enhance marketing strategies and customer engagement. It discusses the stages of marketing competency, data strategy implementation, and understanding customer behavior and purchase decisions. Additionally, it emphasizes the importance of predictive marketing and data-driven insights to optimize business operations and increase revenue.

1. The Data Driven Business
The Consumer Marketer’s Guide to Data
How to Take Advantage of Big Data
November 2013
Copyright 2012-2013, Notice Technologies Inc.

2. About Us
Chris Treadaway, CEO
• MBA, University of Texas
• Microsoft 2005-2008, last role as Group Product Manager,
Web & Social Media Strategy
• Co-Author of bestseller, Facebook Marketing An Hour a
Day May 2010, 2nd Edition May 2012
• Charter “Facebook Developer Hero” & participant in
Facebook Developer Customer Council
Robert Starek, CTO
• 3-time startup founder, Chief Architect
• 11 patents in big data, data security and management
• Windows Azure Cloud services expert
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Copyright 2012-2013, Notice Technologies Inc.

3. Stages of Marketing Competency
Manage by Feel
Analytics
Reliance on experts
Reliance on opinion
Use of “vanity”
marketing &
operational metrics
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Data Literate
Data Optimized
Collection of data
Data heavily integrated
but data is being
in culture and is used
used primarily for
to help make key
basic community decisions & drive sponsored
management decisions
content campaigns
Copyright 2012-2013, Notice Technologies Inc.

4. Data Strategy & Implementation
Capture
• Audit available information & opportunities, and how data is currently used
• Analyze data sets and reconfigure/clean them for easier analysis
• Establish processes for collecting and storing data properly/accurately
Measure
• Understand the needs of key stakeholders and decision-makers
• Audit current key KPIs being used and operational impacts
• Find opportunities for new, data-driven metrics and propose new solutions
Inform
3
• Create dashboards that integrate opportunities, findings, and new procedures
• Train executives on how data can improve customer experiences & better inform decisions
• Produce custom reports and analyses on demand as business needs require
Copyright 2012-2013, Notice Technologies Inc.

5. Mapping Customers to “The Funnel”
• Each stage of
the funnel is an
opportunity for
Social Media
optimization
Web Site
• Rarely do
organizations
E-Commerce
mine &
understand the
data to better
Loyalty Programs
optimize the
Social media turns
funnel in its
customers into advocates &
entirety
“free” person-to-person
marketing/evangelism
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Copyright 2012-2013, Notice Technologies Inc.

6. Understanding Customers
What and how often customers buy
• The products and services each customer is buying and has bought
in the past
• The frequency of purchases of each product
Segmentation & Contribution to Revenue
• Is there a functioning segmentation that is accurate and relevant
to the marketing context?
• Does customer data (internal and third-party) suggest a different
or modified customer segmentation is necessary?
• Is segmentation used in a way to help maximize revenue & profit?
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Copyright 2012-2013, Notice Technologies Inc.

7. Understanding Purchase Decisions
How they decide between competitors
• What are the key decision-making criteria (e.g. price, convenience,
quality, brand association, etc.)?
• What interactions are needed to make a purchase decision?
How customers buy
• What channels do they use to buy products?
• What other related activities or interests might impact buying
decision/process or product use?
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Copyright 2012-2013, Notice Technologies Inc.

8. Understanding Marketing Touch
What pre & post-sale interactions do customers require
• How do our various marketing channels perform?
• How does e-mail, social media, and mobile marketing translate to
revenue?
• What information does the customer require after a visit?
• Can marketing channels impact other KPIs?
• How has couponing & event marketing impacted my business?
• Does the data suggest greater or lesser investment in certain parts
of the marketing mix?
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Copyright 2012-2013, Notice Technologies Inc.

9. Understanding Customer Evangelism
How do you turn customers into evangelists for your product/service?
• Who are your repeat customers?
• Are they influencers in the social media channel?
• Are you calculating the number of influencers that you have, how
often they are communicating, how positive they are, and how
they impact other KPIs for your business?
• Are they transmitting positive messages about your product(s),
your employees, your brand?
• Are specific experiences highly correlated to creating new
evangelists?
• Are your influencers communicating more/less frequently?
• What makes your influencers communicate with their
friends/followers more often and more positively?
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Copyright 2012-2013, Notice Technologies Inc.

10. Data for Predictive Marketing
Who are your
customers?
Social
Segmentation
What have
they done?
Social
What customers
will do in the
future
Transactional
=
What have
they said?
Social
Transactional
What do they
like?
Social
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Future Revenue
Segmentation
Web/Reviews
What tactics &
strategies
should be used
E-mail
Copyright 2012-2013, Notice Technologies Inc.

11. Anatomy of a Project
• Custom Data Projects have up to 4 core elements
–
–
–
–
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Data Audit – assessing where are we currently
Normalization – fixing what needs to be fixed
Visualizations & Analysis – getting answers from the data
Strategy & Operations – putting a data-driven approach
into practice
Copyright 2012-2013, Notice Technologies Inc.

12. Anatomy of a Project – Data Audit
• What is available to inform executives better?
• What is on the wish list & what are the operational
difficulties inherent in getting it?
• What can be collected that is not currently being
collected & used in decision-making?
• Are you collecting all the data you need in a useful,
repeatable, and scalable manner?
• What third-party data could be beneficial to arrive at
a better understanding of business or customers?
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Copyright 2012-2013, Notice Technologies Inc.

13. Anatomy of a Project – Normalization
• Editing & reshaping of raw data to allow
for analysis
– E.g. data example to the right needs to be
cleaned – data formatted properly and
consistently for analysis
• Can data be exported in time frames
necessary for decision making?
• Is all data exportable in consistent and
largely automated ways?
• How is reporting & analysis done currently?
Can it be standardized and optimized for
efficiency?
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Copyright 2012-2013, Notice Technologies Inc.

14. Anatomy of a Project – Visualizations/Analysis
• Bringing data to life with visualizations to inform
decision making
• Better understand a specific business problem through
data
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Copyright 2012-2013, Notice Technologies Inc.

15. Anatomy of a Project – Strategy/Operations
• Who currently uses data to improve operating
efficiency & make more money?
• Are there opportunities to create dashboards to
easily provide insight that is needed?
• Who is empowered to see certain KPIs and when?
• Can data/analytics help people perform their jobs
better?
• What training is necessary to become a more datadriven organization?
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Copyright 2012-2013, Notice Technologies Inc.

16. Customer Testimonials
“Mindblowing. The most actionable analysis of customer data we’ve ever seen.”
Director of Media
Responsible or over $1b
Ad spend for Fortune
50 consumer brand
“Polygraph enables scenarios we’d only hoped we could do sometime soon.
It’s like they’ve bugged our offices.”
Sean Carlos Fleming
Director, Web & Text
Analytics
“Groundbreaking work for the television industry.”
Senior Vice President
$1b Local Media
Conglomerate
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Copyright 2012-2013, Notice Technologies Inc.

17. Getting Started
Contact us for a free consultation & needs assessment.
We can put a package together that is designed for
your success and budget.
Chris Treadaway, CEO
Polygraph Media
512-797-6001
ctreada@polygraphmedia.com
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Copyright 2012-2013, Notice Technologies Inc.