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Big Data Marketing: 
Who’s Doing It Right? 
imarketingSF Conference 2014 
November 5, 2014 
Stephan Sorger 
© Stephan Sorg...
About Our Speaker 
The “Analytics Ambassador” 
Author 
“Marketing Analytics: Strategic Models and Metrics” 
Professional E...
New Book: 
Marketing Analytics: Strategic Models and Metrics 
Authoritative Guide 
• Over 10 years of professional experie...
On Demand Advisors: 6-Step Process 
2 3 4 5 
MARKET DEFINITION 
LEAD GENERATION 
LEAD MANAGEMENT 
SALES ENABLEMENT 
REVENU...
On Demand Advisors: Clients 
Learn more at: www.OnDemandAdvisors.com 
© Stephan Sorger 2014 www.StephanSorger.com
UC Berkeley Extension: Corporate Training 
UC Berkeley Extension 
Corporate & Professional 
Programs 
Accelerated, In-Dept...
The Problem 
Promises Results 
© Stephan Sorger 2014 www.StephanSorger.com
Example: Tracking the Wrong Metrics 
McDonald’s Campaign 2010 
Track 
Foursquare 
Check-Ins! 
Social Media 
Camp 
No, Trac...
We Need a Hero! 
© Stephan Sorger 2014 www.StephanSorger.com
Who’s Doing it Right? 
Amazon.com 
Birchbox 
eBay 
Rent the Runway 
Walmart 
“Data Exhaust” 
© Stephan Sorger 2014 www.Ste...
Amazon.com: Creating Relationships Using Data 
Neil Lindsay, VP Marketing 
• CMO Council; North America Advisory Board 
In...
Amazon.com: Cross-Platform Analytics Service 
A/B Testing Built-In 
• Test Different Features 
Cross-Platform 
• Apple iOS...
Amazon.com: Amazon Analytics Product 
External Analytics: Sales of Amazon Page Data 
https://ams.amazon.com/products/analy...
Birchbox: Dedicated to Data 
Deena Bahri, VP of Marketing 
• Dedicated to Data for company decisions 
• Tailor to various ...
Birchbox: Birchbox Man Based on Survey Data 
Birchbox Man 
• Survey data + behavioral data indicated demand for products f...
eBay: Data-Driven Revamp 
Richelle Parham, CMO 
• Formerly with Visa and Digitas; 2013 Marketing News Hall of Femme 
Big D...
eBay: The Feed 
The Feed 
• Highlights items based on customer behavior 
• Tracks data on browsing and purchasing history ...
eBay: Mapping The Customer Journey 
“In designing the Feed, we mapped out the customer journey toward a 
purchase, from th...
eBay: Curation 
“We found the number one thing customers care about is curation. 
We also learned that big, rich photos re...
Rent the Runway: Data-Driven Decisions 
http://mashable.com/2013/05/06/cmo-data/ 
Jenn Hyman, CEO 
• Dedicated to Data for...
Rent the Runway: Impact of Social Media 
http://mashable.com/2013/05/06/cmo-data/ 
http://www.forbes.com/sites/scottdavis/...
Rent the Runway: Upsell Accessories 
• 25% adding accessories to dress orders 
• RTR launched upsell program on site 
© St...
Rent the Runway 
http://mashable.com/2013/05/06/cmo-data/ “Find Women Like Me” 
200% more likely to rent when dresses worn...
Walmart: Embracing the Digital World 
http://mashable.com/2013/05/06/cmo-data/ 
Stephen Quinn, CMO 
• Dedicated to embraci...
Walmart: Walmart Labs 
SoLoMo Initiative 
• Social, Local, and Mobile 
• 2,500 Walmart Facebook pages 
Acquisitions 
• Gra...
Walmart: Polaris Search Engine 
Polaris Search Engine 
• Type in “Patio Furniture” 
• Returns page with multiple patio set...
Walmart: Polaris Search Engine 
Polaris Search Engine 
• Uses semantic search algorithms 
to understand what users search ...
Data Exhaust: Combine Leasing 
Combine Harvester 
• Combine Harvester: Reaps, threshes, and winnows grain crops 
• Farmer’...
Data Exhaust: Combine Leasing 
Combine Leasing 
• Lease combines to farmers 
• As harvest moves across North America, so d...
Combine Leasing: Data Collection 
Sophisticated Data Collection 
• Dashboard collects reams of data about the equipment an...
Combine Leasing: Data Monetization 
• Use data samples to predict harvest metrics 
• Timeliness of data: Get sample data i...
3 Actions You Can Take 
1. Look Around 
2. Understand 
What’s Important 
3. BE A HERO! 
© Stephan Sorger 2014 www.StephanS...
Questions
Thank You!
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"Big Data Marketing: Who's Doing it Right" by Stephan Sorger at the 2014 imarketingSF Conference

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Stephan Sorger

Professor, Hult; Author; On Demand Advisors

What exactly is big data? How can I use it in my marketing efforts? What kind of results can I expect from it? Can you point me to examples of companies who are doing it right? Join us for this informative session, where we cover best practices for big data marketing by showcasing companies who are doing it right—companies such as Amazon, Birchbox, eBay, Netflix and Rent the Runway. For example, Rent the Runway’s marketing department launched a new upsell program on its website when customer analytics data showed that 25% of its customers added accessories to their orders for designer dresses. The company also found that women who viewed photos of dresses on real women were 200% more likely to rent than those who viewed dresses on models. You will take away key learnings that you can immediately apply at work and become a hero through big data.

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"Big Data Marketing: Who's Doing it Right" by Stephan Sorger at the 2014 imarketingSF Conference

  1. 1. Big Data Marketing: Who’s Doing It Right? imarketingSF Conference 2014 November 5, 2014 Stephan Sorger © Stephan Sorger 2014 www.StephanSorger.com
  2. 2. About Our Speaker The “Analytics Ambassador” Author “Marketing Analytics: Strategic Models and Metrics” Professional Expertise Oracle, SAP, Aspect, On Demand Advisors Academic Expertise Hult; UC Berkeley SF Ext; USF MBA Board Member UC Berkeley Ext. Marketing Metrics; Demand Metric StephanSorger.com Books; Sample course content © Stephan Sorger 2014 www.StephanSorger.com
  3. 3. New Book: Marketing Analytics: Strategic Models and Metrics Authoritative Guide • Over 10 years of professional experience • Over 5 years of academic research Comprehensive • Nearly 500 pages of text • Nearly 400 figures, tables, and graphs Practical • Structured around marketing, not math • Packed with examples Available on Amazon.com: • Search on “Marketing Analytics” © Stephan Sorger 2014 www.StephanSorger.com
  4. 4. On Demand Advisors: 6-Step Process 2 3 4 5 MARKET DEFINITION LEAD GENERATION LEAD MANAGEMENT SALES ENABLEMENT REVENUE ENGINEERING 1 REVENUE EXPANSION 6 Learn more at: www.OnDemandAdvisors.com © Stephan Sorger 2014 www.StephanSorger.com
  5. 5. On Demand Advisors: Clients Learn more at: www.OnDemandAdvisors.com © Stephan Sorger 2014 www.StephanSorger.com
  6. 6. UC Berkeley Extension: Corporate Training UC Berkeley Extension Corporate & Professional Programs Accelerated, In-Depth Intensives: • Principles of Effective Leadership • Coaching & Mentoring for Leaders • Change Management • Forecasting & Budgeting • Accelerating Innovation Learn More at: http://extension.berkeley.edu/static/corporate/ Or contact Robert David at: robertdavid@berkeley.edu © Stephan Sorger 2014 www.StephanSorger.com
  7. 7. The Problem Promises Results © Stephan Sorger 2014 www.StephanSorger.com
  8. 8. Example: Tracking the Wrong Metrics McDonald’s Campaign 2010 Track Foursquare Check-Ins! Social Media Camp No, Track Foot Traffic! You’re Both Wrong! Track Incremental Revenue! Traditional Media Camp CEO © Stephan Sorger 2014 www.StephanSorger.com
  9. 9. We Need a Hero! © Stephan Sorger 2014 www.StephanSorger.com
  10. 10. Who’s Doing it Right? Amazon.com Birchbox eBay Rent the Runway Walmart “Data Exhaust” © Stephan Sorger 2014 www.StephanSorger.com
  11. 11. Amazon.com: Creating Relationships Using Data Neil Lindsay, VP Marketing • CMO Council; North America Advisory Board Internal Analytics: Leveraging data to drive cross-sell • Real-time; Market-driven; User-specific • Enhanced customer experience; Reduced marketing expenses http://www.forbes.com/sites/cherylsnappconner/2013/07/30/ted-rubin-why-return-on-relationship-makes-marketing-dollars-and-social-media-sense/ http://engage.tibco.com/blog/2013/07/real-time-marketing-4-best-practice-examples-of-getting-it-right-at-the-right-time/ © Stephan Sorger 2014 www.StephanSorger.com
  12. 12. Amazon.com: Cross-Platform Analytics Service A/B Testing Built-In • Test Different Features Cross-Platform • Apple iOS • Android • Amazon Fire External Analytics: Developers selling on Amazon Appstore http://techcrunch.com/2013/11/05/amazon-debuts-a-cross-platform-app-analytics-service-with-ab-testing-bundled-in/ Continued Use “Sticky” Average Revenue Per Device (ARPD) Average Revenue Per Paying Device (ARPD) © Stephan Sorger 2014 www.StephanSorger.com
  13. 13. Amazon.com: Amazon Analytics Product External Analytics: Sales of Amazon Page Data https://ams.amazon.com/products/analytics Relevant Metrics • Reach • Views • Considerations • Sales Features • Video Hero • Product Hero • Merchandising Widget Featured products.. Featured links… © Stephan Sorger 2014 www.StephanSorger.com
  14. 14. Birchbox: Dedicated to Data Deena Bahri, VP of Marketing • Dedicated to Data for company decisions • Tailor to various complexions and hair types “From the beginning, data has been an essential part of Birchbox’s growth and strategy…we use it to make important company decisions, and use it to guide us towards creating the best possible new products for our customers.” - Deena Bahri, VP of Birchbox http://mashable.com/2013/05/06/cmo-data/ © Stephan Sorger 2014 www.StephanSorger.com
  15. 15. Birchbox: Birchbox Man Based on Survey Data Birchbox Man • Survey data + behavioral data indicated demand for products for males • Nov. 2011: Limited Edition Birchbox Man • April 2012: Dedicated subscription delivery http://mashable.com/2013/05/06/cmo-data/ © Stephan Sorger 2014 www.StephanSorger.com
  16. 16. eBay: Data-Driven Revamp Richelle Parham, CMO • Formerly with Visa and Digitas; 2013 Marketing News Hall of Femme Big Data • 110+ Million users; 350+ Million items http://marketingland.com/get-know-ebay-cmo-richelle-http://www.fastcompany.com/3006628/embracing-the-grid-helps-ebays-cmpoa-lrehaadm-t-h8e4-6v4is8ual-feed http://engage.tibco.com/blog/2013/07/real-time-marketing-4-best-practice-examples-of-getting-it-right-at-the-right-time/ © Stephan Sorger 2014 www.StephanSorger.com
  17. 17. eBay: The Feed The Feed • Highlights items based on customer behavior • Tracks data on browsing and purchasing history • Consumers can “follow” categories of items http://engage.tibco.com/blog/2013/07/real-time-marketing-4-best-practice-examples-of-getting-it-right-at-the-right-time/ http://www.fastcompany.com/3006628/embracing-the-grid-helps-ebays-cmo-http://www.cnet.com/news/feed-me-ebay-rolls-out-new-homepage-to-all-users/lead-the-visual-feed © Stephan Sorger 2014 www.StephanSorger.com
  18. 18. eBay: Mapping The Customer Journey “In designing the Feed, we mapped out the customer journey toward a purchase, from the moment he’s aware of a product to how he researches it and then decides to buy it.” - Richelle Parham, CMO of eBay © Stephan Sorger 2014 www.StephanSorger.com
  19. 19. eBay: Curation “We found the number one thing customers care about is curation. We also learned that big, rich photos really matter. That’s why the Feed is all about creating a visual environment of the things you love.” - Richelle Parham, CMO of eBay © Stephan Sorger 2014 www.StephanSorger.com
  20. 20. Rent the Runway: Data-Driven Decisions http://mashable.com/2013/05/06/cmo-data/ Jenn Hyman, CEO • Dedicated to Data for major decisions • Data: Marketing; Operations; Inventory http://www.forbes.com/sites/scottdavis/2012/05/30/368/ © Stephan Sorger 2014 www.StephanSorger.com
  21. 21. Rent the Runway: Impact of Social Media http://mashable.com/2013/05/06/cmo-data/ http://www.forbes.com/sites/scottdavis/2012/05/30/368/ © Stephan Sorger 2014 www.StephanSorger.com
  22. 22. Rent the Runway: Upsell Accessories • 25% adding accessories to dress orders • RTR launched upsell program on site © Stephan Sorger 2014 www.StephanSorger.com
  23. 23. Rent the Runway http://mashable.com/2013/05/06/cmo-data/ “Find Women Like Me” 200% more likely to rent when dresses worn by “real women” (vs. model) http://www.forbes.com/sites/scottdavis/2012/05/30/368/ © Stephan Sorger 2014 www.StephanSorger.com
  24. 24. Walmart: Embracing the Digital World http://mashable.com/2013/05/06/cmo-data/ Stephen Quinn, CMO • Dedicated to embracing the digital world • Goal to become more entrepreneurial http://www.forbes.com/sites/scottdavis/2012/05/30/368/ © Stephan Sorger 2014 www.StephanSorger.com
  25. 25. Walmart: Walmart Labs SoLoMo Initiative • Social, Local, and Mobile • 2,500 Walmart Facebook pages Acquisitions • Grabble: eReceipt • Inkiru: Predictive intelligence platform • Kosmix: Social media technology platform • OneRiot: Social media analysis • Stylr: Clothes shopping mobile app • Vudu: Streaming video service • Yumprint: Meal planning service provider • Others http://www.walmartlabs.com/about/acquisitions/ © Stephan Sorger 2014 www.StephanSorger.com
  26. 26. Walmart: Polaris Search Engine Polaris Search Engine • Type in “Patio Furniture” • Returns page with multiple patio set options http://techcrunch.com/2012/08/30/in-battle-with-amazon-walmart-unveils-polaris-a-semantic-search-engine-for-products/ http://news.walmart.com/news-archive/2012/08/30/walmart-announces-new-search-engine-to-power-walmartcom © Stephan Sorger 2014 www.StephanSorger.com
  27. 27. Walmart: Polaris Search Engine Polaris Search Engine • Uses semantic search algorithms to understand what users search for • 10-15% increase in shoppers completing purchase after searching for a product • Sri Subramaniam, head of Polaris initiative • Built from scratch; Completed in 10 months • Based on Social Genome project • Connects people to places, events, and products • Applies synonym mining to glean intent © Stephan Sorger 2014 www.StephanSorger.com
  28. 28. Data Exhaust: Combine Leasing Combine Harvester • Combine Harvester: Reaps, threshes, and winnows grain crops • Farmer’s most expensive piece of equipment • Sits idle most of the year http://www.deere.com.au/common/media/images/product/equipment/tractors/utility_tractors/6r_series/r4c000968_cab_762x458.jpg © Stephan Sorger 2014 www.StephanSorger.com
  29. 29. Data Exhaust: Combine Leasing Combine Leasing • Lease combines to farmers • As harvest moves across North America, so does the equipment • Companies: AgcoCorp, Olsen Custom Farms, MachineryLink, … http://www.deere.com.au/common/media/images/product/equipment/tractors/utility_tractors/6r_series/r4c000968_cab_762x458.jpg © Stephan Sorger 2014 www.StephanSorger.com
  30. 30. Combine Leasing: Data Collection Sophisticated Data Collection • Dashboard collects reams of data about the equipment and the harvest • Examples: Fuel consumed; Soil moisture; Elevation of field; Bushels per acre © Stephan Sorger 2014 www.StephanSorger.com http://www.deere.com.au/common/media/images/product/equipment/tractors/utility_tractors/6r_series/r4c000968_cab_762x458.jpg
  31. 31. Combine Leasing: Data Monetization • Use data samples to predict harvest metrics • Timeliness of data: Get sample data in mid-harvest • Customers for data: Goldman Sachs commodity brokers; Wheat futures, etc. © Stephan Sorger 2014 www.StephanSorger.com http://www.deere.com.au/common/media/images/product/equipment/tractors/utility_tractors/6r_series/r4c000968_cab_762x458.jpg
  32. 32. 3 Actions You Can Take 1. Look Around 2. Understand What’s Important 3. BE A HERO! © Stephan Sorger 2014 www.StephanSorger.com
  33. 33. Questions
  34. 34. Thank You!

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