Big data and marketing (ealry view) (10 06-11)

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Big data and marketing. Two terms that will appear more and more in coming months. this was a very early take, look for more soon!

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Big data and marketing (ealry view) (10 06-11)

  1. 1. A Customer Intelligence Perspective on Big DataPresenting our approach to harnessing all available data to drive organizationalunderstanding of customers and ultimately more effective marketing© 2011 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc.Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified,or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.
  2. 2. WHAT WE HEARD 1.View on customer data integration 2.View on extracting intelligence from the customer hub 3.View on delivering measurable lift with this intelligence 4.Reflect on what has and hasn’t worked in client environments 2
  3. 3. AGENDA • Introductions • POV on Big Data • Data Integration • Insight Platform 3
  4. 4. INTRODUCTIONS Marcus Jeff 4
  5. 5. Understand our approach from a new and old perspective“This Mr. Stay Pufts okay! Hes a sailor, hes in New York…”BIG DATA 5
  6. 6. DEFINED 6
  7. 7. HISTORICAL PRECEDENT 7
  8. 8. APPLIED DATA 8
  9. 9. CUSTOMER ENGAGEMENT FRAMEWORK STORE MODELING CAMPAIGN DESIGN DIRECT MAIL TV SYNDICATEDCALL CENTER INTEGRATED EMAIL PROFILES CONSUMER OPTIMIZED INSIGHTS OFFERS WEBSITES BEHAVIORAL ANALYSIS TARGETING SEARCHSOCIAL MEDIA 9
  10. 10. INSIGHT PLATFORM - THREE HUBS EXECUTION HUB INTELLIGENCE COLUMNAR HUB INTEGRATION HADOOP HUB DATA RDBMS 10
  11. 11. Looking to future of multi-channel identity resolution.“It’s all ball bearings these days…”DATA INTEGRATION 11
  12. 12. DATA INTEGRATION OVERVIEW Historical • Mainframe based • Referential based terrestrial linkage Recent Past / Today • SOA based • Mixed mainframe / database based • Cross media linkage (email, web, terrestrial, etc.) What’s Next • SOA / No-SQL Based • Cross channel referential repositories (social, mobile, web, traditional, etc.) 12
  13. 13. Data is only as valuable as what it enables you to do“Pork Bellies and the GI Joe with Kung Fu Grip…”CUSTOMER INTELLIGENCE 13
  14. 14. CUSTOMER INTELLIGENCE OVERVIEW Historical • IT Centric • EDW Type of analysis • Heavy lifting campaign management • Light analytics Recent Past / Today • OLAP and Cube Based BI • Trigger based + Batch CM • Heavy analytical pull • Highly disparate communications What’s Next • MAD (Magnetic, Agile, Deep) Data concepts ** • Consistent customer definitions ** MAD Skills: New Analysis Practices for Big Data, Joseph Hellerstien, UC Berkely 14
  15. 15. © 2011 Experian Information Solutions, Inc. All rights reserved.

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