Beyond Market Research

Transcription

1 Beyond Market Research A New Look At Defining The Insights Sector Harry Henry VP & Lead Analyst IIeX 2014 June, 2014 Atlanta, GA A d v a n c i n g t h e B u s i n e s s o f I n f o Ar md va at ino cn i n g t h e B u s i n e s s o f I n f o r m a t i o n

2 Agenda The Information Industry Traditional Market Research An Expanded View The Drivers Good enough An Ocean of Data Controlling the Purse Strings Where Researchers Fit Asking Why 2

3 Outsell Overview: The Information Industry & Market Research

4 Industry Ecosystem & Segments $721 Billion Total Market 4

5 2014 Trends that Matter Data and technology 5

6 Traditional Market Research part of the total picture Traditional MR at $27 billion and growing at 3-4% Total market at $50 billion with non-mr growing at 8% IT Research Traditional reports & services Social Media analytics Web analytics Consulting firms Communities/Panels/Software 6

7 Big Data Analytics Marketing & B2B

8 Key Marketing Big Data Drivers Growing ocean of data & web exhaust Sales lead funnel approach is dead - all about web traffic. Advertising moving from segmentation and broadcast to interests and activity. Companies direct to customer fueling the need for more data. 8

9 What Is Big Data One Definition The world s new natural resource IBM 9

10 Sharing & Data Exhaust Data enhanced in real time across interactions E-commerce Cookies IP address Phone Name Social Security # Credit cards Give and get back! Media Taste actors, genre Personalized news experience Mobile devices Location Social media Pictures, location Relationship Opinions Credit cards Purchasing habits Food, health Social Security Income, debt, assets 10

11 A Big Data Marketing Example How marketers have embraced big data Marketers don t have to wait for us to respond to an offer. They track activity and provide targeted ads and content In the US alone 7 Billion: Daily Text Messages 4 Billion: Daily Phone Calls 1.4 Billion: Daily Real-Time Verification Queries 5 Billion: Daily Ad Impressions 11

12 The Purse Strings Print -2.0% -3.0% Digital 9.7% 11.5% In-Person Events 2.3% 1.9% TV, Radio, and Movies 2.9% 3.0% Outdoor, PR & Other 0.9% -2.1% Total 4.3% 4.2% 12

13 With Just One Identifier Home Address Mobile Phone Address Landline Online Cookie TV 13

14 Placeholder -- Big Data Sources Source: IBM and Oxford University survey 14

15 example - Autos and Big Data Every car registered in every household forever Activity and traffic feeding marketing models 15

16 About Outsell Outsell, Inc. is the world s only research and advisory firm focused solely on media, information, and technology. We use a time-tested, quality-proven, top-secret blend of data, brains, community, and pizzazz to produce extraordinary value for our clients. Elite information industry executives from all over the world look to Outsell for trusted advice, bold insights, and confidential access to exclusive intelligence and decision support. Outsell has your back. You ll stay more focused, save time, and grow revenue in a fast-changing, global, digital environment, and sleep better at night. Guaranteed. info@outsellinc.com Burlingame, CA USA London United Kingdom +44 (0) The information, analysis, and opinions (the Content ) contained herein are based on the qualitative and quantitative research methods of Outsell, Inc. and its staff s extensive professional expertise in the industry. Outsell has used its best efforts and judgment in the compilation and presentation of the Content and to ensure to the best of its ability that the Content is accurate as of the date published. However, the industry information covered by this report is subject to rapid change. Outsell makes no representations or warranties, express or implied, concerning or relating to the accuracy of the Content in this report and Outsell assumes no liability related to claims concerning the Content of this report.