Ever wonder how to *use* all this big data everyone is talking about? This deck is from a speech I gave at Vocus Demand Success 13 where I offered a framework to inform what marketers should expect to do with big data. I also had the rare pleasure of actually proving Seth Godin wrong about something (but that will be in the video to follow). Thanks to Bob Ellsworth for letting me take a shot at talking about big data for once.

1. Making strategic and tactical decisions with Big Data
Big Data .... Now What?
Todd Herman
@Crowdverb/@ToddEHerman
Todd@Crowdverb.com
#Demand13
Thursday, June 20, 13

2. Making strategic and tactical decisions with Big Data
Big Data .... Now What?
Todd Herman
@Crowdverb/@ToddEHerman
Todd@Crowdverb.com
#Demand13
Thursday, June 20, 13

3. Making strategic and tactical decisions with Big Data
Big Data .... Now What?
Todd Herman
@Crowdverb/@ToddEHerman
Todd@Crowdverb.com
#Demand13
Thursday, June 20, 13

4. A brief agenda
Propose a definition for Big Data
Offer a framework of what we should expect to be able to do with Big Data
Discuss a range of Big Data examples from free and easy to more costly and complex
Revisit the framework for action items this week, this quarter, year and next year
Learn from you.
Our time together
#Demand13
Thursday, June 20, 13

5. Getting Past The Buzzword
Big data grows exponentially, is
non-linear and is drawn from live
signals.
A proposed definition
#Demand13
Thursday, June 20, 13

6. Getting Past The Buzzword
Big data grows exponentially, is
non-linear and is drawn from live
signals.
A proposed definition
#Demand13
Thursday, June 20, 13

7. Getting Past The Buzzword
Big data grows exponentially, is
non-linear and is drawn from live
signals.
A proposed definition
#Demand13
Thursday, June 20, 13

8. Getting Past The Buzzword
Big data grows exponentially, is
non-linear and is drawn from live
signals.
A proposed definition
#Demand13
Thursday, June 20, 13

9. Getting Past The Buzzword
Big data grows exponentially, is
non-linear and is drawn from live
signals.
A proposed definition
#Demand13
Thursday, June 20, 13

10. Getting Past The Buzzword
Big Data Is ...
#Demand13
... live data: it changes as feelings, opinions and intent changes
... strong data: the more quality sources the better quality insights
... instructive data: see what resonates without saying a word
... is predictive data: more inputs yields clear patterns
... actionable data: make investments with surgical focus
Thursday, June 20, 13

11. Getting Past The Buzzword
Big Data Is ...
#Demand13
... live data: it changes as feelings, opinions and intent changes
... strong data: the more quality sources the better quality insights
... instructive data: see what resonates without saying a word
... is predictive data: more inputs yields clear patterns
... actionable data: make investments with surgical focus
PUBLICLY AVAILABLE
Thursday, June 20, 13

12. A framework
#Demand13
Emotion
Cognition Intents
Actions
Thursday, June 20, 13

13. A framework
#Demand13
Emotion
Cognition Intents
Actions
The Matches
& Gaps
Thursday, June 20, 13

14. Employing the framework
#Demand13
Emotion
Cognition Intents
Actions
What are the clear gaps between
emotions, cognition, intents and/or actions?
People feel they should adapt some changes
because they think it will help them lose weight,
they intend to stop drinking alcohol, but then
they come to an event like this and the next
thing they know ...
Thursday, June 20, 13

15. Employing the framework
#Demand13
Emotion
Cognition Intents
Actions
What are the clear MATCHES between
emotions, cognition, intents and/or actions?
People feel they should adapt some changes
because they think it will help them lose weight,
they intend to stop drinking alcohol, they come
to an event like this and drink water or coffee.
Thursday, June 20, 13

16. Employing the framework
#Demand13
Will not Might Do
Thursday, June 20, 13

17. Employing the framework
#Demand13
Will not Might Do
Thursday, June 20, 13

18. Employing the framework
#Demand13
Will not Might Do
Thursday, June 20, 13

19. Employing the framework
#Demand13
Will not Might Do
Big data grows exponentially, is
non-linear and is drawn from live
signals.
A proposed definition
Thursday, June 20, 13

20. A Big Data Political Example
#Demand13
Thursday, June 20, 13

21. A Big Data Political Example
#Demand13
Thursday, June 20, 13

22. A Big Data Political Example
#Demand13
Thursday, June 20, 13

23. A Big Data Political Example
#Demand13
Thursday, June 20, 13

24. A Big Data Political Example
#Demand13
Thursday, June 20, 13

25. A Big Data Political Example
#Demand13
Thursday, June 20, 13

26. Political framework example
#Demand13
Emotion
Cognition Intents
Actions
People who would not vote for the President
laughed, agreed that PBS should not receive
taxpayer dollars, decided they should share and
did.
People who would vote for the President
shook their heads, believed PBS is important and
deserves tax dollars, they decided to share and
did.
People who MIGHT vote for the President felt
the remark was questionable, may not have
known PBS received tax dollars, decided to seek
information and did ... where they met
advertisements from the President’s brilliant
team.
What are the clear MATCHES between
emotions, cognition, intents and/or actions?
Thursday, June 20, 13

27. Political framework example
#Demand13
Emotion
Cognition Intents
Actions
People who would not vote for the President
laughed, agreed that PBS should not receive
taxpayer dollars, decided they should share and
did.
People who would vote for the President
shook their heads, believed PBS is important and
deserves tax dollars, they decided to share and
did.
People who MIGHT vote for the President felt
the remark was questionable, may not have
known PBS received tax dollars, decided to seek
information and did ... where they met
advertisements from the President’s brilliant
team.
What are the clear MATCHES between
emotions, cognition, intents and/or actions?
Thursday, June 20, 13

28. Political framework example
#Demand13
Emotion
Cognition Intents
Actions
People who would not vote for the President
laughed, agreed that PBS should not receive
taxpayer dollars, decided they should share and
did.
People who would vote for the President
shook their heads, believed PBS is important and
deserves tax dollars, they decided to share and
did.
People who MIGHT vote for the President felt
the remark was questionable, may not have
known PBS received tax dollars, decided to seek
information and did ... where they met
advertisements from the President’s brilliant
team.
What are the clear MATCHES between
emotions, cognition, intents and/or actions?
Thursday, June 20, 13

29. Political framework example
#Demand13
Emotion
Cognition Intents
Actions
People who would not vote for the President
laughed, agreed that PBS should not receive
taxpayer dollars, decided they should share and
did.
People who would vote for the President
shook their heads, believed PBS is important and
deserves tax dollars, they decided to share and
did.
People who MIGHT vote for the President felt
the remark was questionable, may not have
known PBS received tax dollars, decided to seek
information and did ... where they met
advertisements from the President’s brilliant
team.
What are the clear MATCHES between
emotions, cognition, intents and/or actions?
Thursday, June 20, 13

30. Employing the framework
#Demand13
A note on super-segmenting
Emotion
Cognition Intents
Actions
Thursday, June 20, 13

31. From Free To ....
#Demand13
Thursday, June 20, 13

32. Intents: free solutions
#Demand13
Thursday, June 20, 13

33. Intents: free solutions
#Demand13
Thursday, June 20, 13

34. Intents: free solutions
#Demand13
Open Oceans
Cyclical Search
Patterns
Unfulfilled Searches
Zeitgeist Moments
Thursday, June 20, 13

35. Intents: free solutions
#Demand13
Open Oceans
Cyclical Search
Patterns
Unfulfilled Searches
Zeitgeist Moments
Thursday, June 20, 13

36. Intents: free solutions
#Demand13
Open Oceans
Cyclical Search
Patterns
Unfulfilled Searches
Zeitgeist Moments
Movie studios. eBooks. Local TV. Hulu. Content
Providers. List Builders. Politicians.
Thursday, June 20, 13

37. #Demand13
Intents: free solutions
Thursday, June 20, 13

38. #Demand13
Intents: free solutions
Thursday, June 20, 13

39. #Demand13
Intents: free solutions
“why is the happening?”
Thursday, June 20, 13

40. #Demand13
Actions: free solutions
Thursday, June 20, 13

41. #Demand13
Actions: free solutions
Thursday, June 20, 13

42. #Demand13
Cognition: paid solutions
Thursday, June 20, 13

43. #Demand13
Cognition: paid solutions
Thursday, June 20, 13

44. #Demand13
Cognition: paid solutions
Thursday, June 20, 13

45. #Demand13
Cognition: paid solutions
Thursday, June 20, 13

46. #Demand13
Emotion: paid solutions
Thursday, June 20, 13

47. #Demand13
Emotion: paid solutions
Thursday, June 20, 13

48. #Demand13
The big data combination
Thursday, June 20, 13

49. #Demand13
The big data combination
Thursday, June 20, 13

50. A framework
#Demand13
Emotion
Cognition Intents
Actions
Action Items
This week: how many of these for
do you have covered, now?
This quarter: cover all four.
This year: launch an integrated,
Big Data LEARNING campaign.
Next year: integrate Big Data into
live campaigns based off of
learnings.
Thursday, June 20, 13

51. A framework
#Demand13
Emotion
Cognition Intents
Actions
The Matches
& Gaps
Action Items
This week: how many of these for
do you have covered, now?
This quarter: cover all four.
This year: launch an integrated,
Big Data LEARNING campaign.
Next year: integrate Big Data into
live campaigns based off of
learnings.
Thursday, June 20, 13

52. Making strategic and tactical decisions with Big Data
Big Data .... Now What?
#Demand13
Todd Herman
@Crowdverb/@ToddEHerman
Todd@Crowdverb.com
Thursday, June 20, 13