Harnessing the power of "big data" in a sensible way to drive tangible results from marketing. A frame of reference for where we are today, marketer's perceptions on the challenges of putting "Big Data" to work and a few select case studies showing brands that are doing this in a sensible way.

1. Getting Out of Bed in the Age of
“Big Data” .

2. Agenda
• The Data Explosion: A Frame of Reference
• Market Forces: Marketer’s Attitudes/Perceptions
• Putting Data to Use in a Sensible Way: A Few Examples
• Summary
Confidential 2

3. Marketing Used To Be
Pretty Simple

4. The Game Changed: The Omni-Channel Monster

5. Perpetually Connected, Armed and Dangerous

6. Socially centric and digitally savvy customers have
more choices than ever and they exercise them at
the speed of light.
There are over 750 million
people on Facebook
X
1.3 B

7. Customers are armed with megaphones and like using them!

8. Customer loyalty when you don’t
really know me?
Only 4 out 10 top brands retains 50% of “highly loyal”
consumers year over year*
“Losing Loyalty: The Consumer Defection Dilemma”, CMO Council 2011

9. Big Data Overload
2.8 million emails per second*
500 million tweets per day
90% of world’s data created in the past 2 yrs
80% of that data is unstructured
2,500,000,000,000,000,000 bytes are created daily (2.5 quintillion)

10. “People don’t want quarter-inch drills--they
want quarter-inch holes.”
Prof. Ted Levitt
New Rules
• Personalized
Customer
Experience is
the new
competitive
edge

11. Marketers Attitudes/Perceptions
Confidential 11

12. Key Areas of Digital Focus for Marketers
Confidential 12

13. Perceptions on the Challenges of Big Data
Confidential 13

14. Why Are Some Marketers Still on the Sidelines?
Confidential 14

15. When Is The Promise of Big Data Realized?
Confidential 15

16. How to Sensibly Harness “Big Data”
Confidential 16

17. 2014’s Single Most Important Digital Priority
Confidential 17

18. Why is Mobile So Key for Marketers?
Confidential 18

19. Forrester’s Take on Mobile 2014
Confidential 19
• “Competitive advantage in mobile will shift from experience
design to big data and analytics”
• “In 2014, companies will gather data from usage and then
use those insights to create relevance for the customers and
improve the mobile UX – from core apps to messaging”

20. Mobile Engagement: The Marketer’s Top Priority

21. Using Data Sensibly: A Few Examples
Confidential 21

22. Getting Their Mobile MoJo On!
Confidential 22

23. Confidential 23
Utility/Convenience/Entertainment/Context = Loyalty

24. Confidential 24

25. Confidential 25

26. Confidential 26

27. Confidential 27