Exploring Themes from 'The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits' by LinkedIn's Russell Glass & Sean Callahan. Check out a full review on our blog: http://linkd.in/1xNrwCe

2. The Rise of the Data-Driven,
Customer-Focused Business

3. Exploring Themes from
The Big Data-Driven Business
3

4. The Age of
DATA
We have long been promised a
“Jetsons”-like future with robots and
automation. In marketing, this future is
already here. Data and automation are
giving marketing more power.
4

5. “The number of transistors
on a computer chip will
double approximately
every two years.”
Gordon Moore, founder of Intel
With Moore’s Law, Gordon Moore predicted the process
that would give us the computerized future we live in,
with amazing computing speeds and cheap data storage.
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6. 6

7. Your smartphone has a
microprocessor more than 1,000
times faster than the computer that
launched Apollo 11 to the moon.
7

8. Every six hours, the NSA collects
as much data as is contained
in the Library of Congress.
8

9. The fulfillment of Moore’s Law
made the Internet, and its 1.1
billion websites a reality.
9

10. BIG
DATA
Moore Law’s also made big data possible. What is big data? In a narrow sense, big data is
the incredibly fast analysis (enabled by faster process speeds and cheaper storage) of
massive sets of unstructured data to find previously impossible insights.
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11. In a larger sense, big data is the accumulation of technological advances that
enable any company of any size to analyze their customer base, to track and
provide personal experiences to website visitors, to probe email open rates to
figure out what customers are reacting to.
11

12. “Big data is the most
disruptive business force
there is. Big data is the stuff
that is really moving
economic power from one
group to another.”
Geoffrey Moore, Crossing the Chasm and Inside the Tornado
12

13. Geoffrey Moore says big data’s
disruption creates new “gorillas,”
companies who disrupt old
industries and dominate new ones.
Big data is the force behind
Amazon’s uncanny
recommendation engine. It’s all
about data-driven, customer focus.
And it led to the demise of Borders.
13

14. Google is like a big data muscle:
Every time its search engine is
used, Google gets stronger,
because the company knows more
about its customers. It’s all about
data-driven, customer focus. And it
led to the demise of Alta Vista.
14

15. Netflix used data on what its
customers watch to develop its own
content, including the wildly
successful “House of Cards.” And it
led to the demise of Blockbuster.
15

16. “You can really be David
to the big companies’
Goliath by leveraging
data effectively.”
Brian Kardon, CMO of Lattice Engines
Any company of any size in any industry can build a
data-driven, customer focused business.
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17. “Marketing is the last
department to come to
the table in this data
revolution—but arguably
the most important.”
Heather Zynczak, CMO of Domo
For most of its history, marketing has suffered from a
lack of data. No longer. In fact, the CMO may be able to
get more out of data than anyone else in the company.
17

18. “Half the money I spend
on advertising is
wasted; the trouble is
I don't know which half.”
John Wanamaker, Pioneering 19th Century Retailer
For so many years, this hapless quote from
John Wanamaker has defined marketing.
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19. Don Draper
IT’S TOASTED
Marketing and advertising were not data-driven. On the
very first episode of “Mad Men,” Don Draper throws
data-driven research into the trash.
19

20. IBM
360
But in a later season, Draper’s agency
brings in a computer. Which makes
the creative types nervous.
20

21. With more data, the CMO can gain:
More insight. More measurement. More value. More revenue.
21

22. “Marketing is sitting on
top of this treasure
trove of data.”
Glenn Gow, President of Crimson Marketing
With this data, marketing can analyze customers
and better identify prospects.
22

23. Using the marketing stack, CMOs can
measure performance and determine which
tactics are driving the most revenue.
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24. “For the first time we have a pretty
good sense of how people are using
our software and when they’re using,
how frequently they’re using, and
how many people are using it...”
Joe Payne, former CEO of Eloqua More knowledge about
customers and their needs
and their desires, and how to
serve them better and create
great experiences.
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25. “When I tell people that we can in real
time know every single visitor when they
arrive on our site and what company type
they are from, and that we can target
specific titles or regions or individual
companies, they’re blown away.”
Bill Macaitis, former CMO, Zendesk More insight into prospects
and the buyer’s journey.
25

26. “I think John Wanamaker’s
quote is obsolete.”
Meagen Eisenberg, VP-customer marketing, DocuSign More precise targeting
capability, and more
accurate measurement of
marketing performance.
26

27. “As a sales professional, whether you truly
appreciate marketing or not, the very basic fact
that marketing is the only entity in the company
that can shed light on that 60 percent to 80
percent of what the buyer did before talking to
you ought to be enough for you to pay attention.”
Nick Panayi, Head of global brand & digital marketing,
Computer Sciences Corporation
More harmony with sales.
27

28. More proof that marketing
is driving revenue.
“Marketing can now be
accountable for ROI.”
Heather Zycnzak, CMO, Domo
28

29. What does this all mean?
More personal relevant experiences for customers.
29

30. How amazing is it when you
call and a person picks up
the phone and they know
exactly who you are and why
you’re calling?
30

31. Isn’t it cool when you walk
into a hotel room and they
have your favorite snack
waiting because they know
who you are?
31

32. Isn’t it great when you go to
a website and immediately
see exactly what you want to
do there?
32

33. THE BIG QUESTION
ABOUT BIG DATA:
How do I implement big
data principles in my
own business?
PRINCIPLE NO. 1
Determine what you know
(and want to know) about
your customer.
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34. THE BIG QUESTION
ABOUT BIG DATA:
How do I implement big
data principles in my
own business?
PRINCIPLE NO. 2
Start small by thinking,
‘Big data, little triggers.’
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35. THE BIG QUESTION
ABOUT BIG DATA:
How do I implement big
data principles in my
own business?
PRINCIPLE NO. 3
Be prudent but not shy about
investing in technology: CRM
systems are a must, marketing
automation is becoming so, and
analytics tools are a no-brainer.
35

36. THE BIG QUESTION
ABOUT BIG DATA:
How do I implement big
data principles in my
own business?
PRINCIPLE NO. 4
Hire the right people. Marketers
must hire data-oriented people,
math majors, and left-brained
thinkers.
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37. THE BIG QUESTION
ABOUT BIG DATA:
How do I implement big
data principles in my
own business?
PRINCIPLE NO. 5
Test, test, test, measure,
measure, measure. Ideally,
measure your contribution to
revenue: It is the way to prove
marketing’s value.
37

38. “The number of transistors
on a computer chip will
double approximately
every two years.”
Gordon Moore, founder of Intel
Moore’s law is not slowing down. Its fulfillment will
continue to transform industries such as education,
healthcare, and government. It will also bring us the
Internet of Things.
38

39. All of these changes only make the marketing department stronger. There’s more data,
more customer focus. Driven by data and by an intense customer focus, CMOs have
the skills be front and center in the next generation of CEOs.
39

40. “Half the money I spend
on advertising is
wasted; the trouble is
I don't know which half.”
John Wanamaker, Pioneering 19th Century Retailer
Marketing will no longer be defined by
Wanamaker’s helpless-sounding quote.
40

41. “Business has only two
functions: marketing
and innovation.”
Peter F. Drucker
Instead, marketing will be defined by this quote
from Peter Drucker.
41

42. Business has only two
functions: marketing
and innovation…
and both of them will
be led by the CMO.
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43. Publish Date: November 24, 2014
Available from Amazon, Barnes & Noble,
Books-A-Million, and 800-CEO-READ
Contact: Mark@FortierPR.com
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44. ©2014 LinkedIn Corporation. All Rights Reserved.