BIG DATA: IT MAY BE BIG BUT IS IT SMART?

Transcription

1 BIG DATA: IT MAY BE BIG BUT IS IT SMART? Turning Big Data into winning strategies A GfK Point-of-view Цифровая революция и digital стратегии в бизнесе AMР Москва 1

2 Big Data is complex?#! %& Variety (data in many forms) Velocity (data in motion) Volume (data in massive quantity) Veracity (data in doubt) 2

3 and can be misleading Incompleteness Biasedness Analytic limitations So what is required? Thorough analytics expertise and a REFERENCE FRAME 3

4 Reference Data is key for turning Big Data into Smart Data Traces of consumers & things Big data Big Data Smart Data 1. Capture Big Data from various sources Social Media Electronic POS data Mobile operator data Location data Internet Metering Cookie data Etc. Deep & granular with known error Big Data Reference data Combining the best of both worlds 2. Clean, process, merge, analyze 3. Always ensuring Privacy compliance 4

5 Elements of our Big Data GfK Established Research & Development Cookie tracking Digital Behavioural Tracking Location Insights Social Media Intelligence (SMI) Analytic Integration of SMI & Sales Data Integration of digital behavioral and social media data Social Network Analysis Datafication of Games GfK proprietary Big Data Algorithms Mobile Insights Analytic Integration of SMI & Survey Data 5

6 Smart Data in the real world Use Case #1: Purchase Journeys 6

7 Business question: How do I best allocate on/offline marcoms spend to maximize sales? New information needs of marketers Apps Understanding the omnichannel consumer behaviour Read blog Forum Watch video on mobile Reviews 7

8 From Big Data to Smart Data how we did it Traces of consumers & things Big data Big Data Smart Data Our Big Data sources Deep & granular with known error Big Data Reference data Combining the best of both worlds Combined it with Reference Data Privacy: All our work is done in complete compliance with data privacy laws 8

9 Example: The purchase journey can be really complex, but still there are certain patterns Brand sites Start 2 1 Search Aggregators 3 Pure online retailers Click & mortar Finish Social networks Forums / blogs / review sites Source: Smartphone Purchase Journey, Russia 9

10 Example: Reach is less than half the battle Aggregators Click & mortar Search engines Manufacturers Pure players Forums / blogs Telecom operators Social networks 10

11 Vemdors Forums & blogs Pure online Click & mortar Aggregators Search engine Example: Typical purchase pathway of consumer segment X TRIGGER keep up with trends ONLINE TPs visited: 25 OFFLINE contacts: 3 BOUGHT BRAND A BOUGHT ONLINE 11

12 Smart Data in the real world Use Case #2: Social Media Intelligence 12

13 How valuable is Social Media Data? The maximum value comes from connecting the dots Brand Trackers CRM data Sales & Distribution 13

14 Bringing real purchase behavior into play Unique User (in Tsd.) selected URLs Facebook-Sites YouTube-Channels Blogs & Boards % + 7.7% + 9.1% Customer Value SoM Customer Value Buyers Total *GfK Media Efficiency Panel, Germany 14

15 Smart Data in the real world Use Case #3: Mobile & Location Insights 15

16 And again: it s all about Data Integration! Network Operators GfK Mobile Internet Activity Consumer Data Assets GfK Mobile & Location Insights 16

17 Make more confident data-based decisions 1. Refine mobile strategies by better understanding mobile web audiences. 2. Improve own mobile properties performance and benchmark versus competitors. 5. Optimize mobile as a communications channel 3. Optimize content and usage experience by OS and device. 4. Enhance the effectiveness of different screen designs and displays. 17

18 18

19 THE key take-away from this presentation Don t rely on Big Data on its own it might not tell you the whole story. Combine consumer data with reference data for better insights. 19

20 20