- Business context - Definition of "Marketing with Big Data" - Tools and processes used by Data-Driven Marketers - The steps to implementation

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Marketing with
big data
Author: Vlad Ivanovic
Image credit: http://www.economist.com/node/15579717

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Agenda
1. Business context
2. Definition
3. Tools & practices
4. Getting started

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1. Business context

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*Fournaise Group 15 June 2011
73% CEOs – “marketers lack cred”

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Fragmented media

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The age of the customer

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Value of CX

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2. Definition

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Marketing with big data
Applying the scientific method to your marketing communications
in order to better understand your target audience.

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Observe
Scientific method
Hypothesis Test
Analyse data Conclude Disseminate
?
!

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*Andrew Chen
An agent of change

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The discipline
Traditional marketing Growth hacking
Qualitative research A/B & multivariate testing
The big idea Hypothesis
The creative campaign The Minimal Viable Product (MVP)
Campaign planning Validation/iteration
Channel planning Scenario modelling
Eye balls User behaviour
Believe Understand

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Malleable
Components
Scalable
Repeatable

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Big data
When there’s so much data it’s difficult to store and analyse with
traditional technologies.

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People ‘like you’ also like (KNN)
Big data outcomes

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Data management stack
Understanding
Insights
Access, reporting & action
Collection & storage
Purpose

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3. Tools & practices

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*Dave McClure
Metric categorisation
Pirate metrics*
Awareness Views p/m p/target
Acquisition Cost acquire customer
Activation Activation p/view
Retention Engagements p/m p/customer
Revenue Customer lifetime value

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Hypothesis validation
AWARENESS Opp to see Recognition
ACQUISITION New site visitors Email sign up
ACTIVATION Form completion SEM CTR %
RETENTION Retention rate CS volume
REFERRAL +ve social sentiment Net Promoter Score
REVENUE Attributed sales Customer Lifetime Value
AWARENESS Opp to see Recognition
ACQUISITION New site visitors Email sign up
ACTIVATION Form completion SEM CTR %
RETENTION Retention rate CS volume
REFERRAL +ve social sentiment Net Promoter Score
REVENUE Attributed sales Customer Lifetime Value
1 2 3

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One customer view
Mobile
Website
Email
Retail
Social
PR
Community
Search

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Month 1 Month 2 Month 3 Month 4 Month 5
Cohort analysis
Campaign 1
Campaign 2

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3 lenses of activity
Time
Resources
Optimise
Scale
Test
70%
20%
10%
Sustaining
innovation
Disruptive
innovation

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4. Getting started

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Outline objectives
& metrics
Marketing with big data steps
Outline data
sources & storage
1 2 3
Centralise and
clean data
4
Initial analysis &
recommendations
Implementation Ongoing reporting
& optimisation
5 6

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Thank you
Vlad Ivanovic
Digital Strategist
Office +61 2 9469 5954
Suite 5, 30 Boronia Street
Redfern NSW 2016
vlad.ivanovic@hollersydney.com.au