BIG DATA: THE PROMISE AND REALITY FOR MARKETERS.

Transcription

1 BIG DATA: THE PROMISE AND REALITY FOR MARKETERS

2 Customer Engagement Platform Integrated Platform Content Management Rule-Based and Predictive Personalization Engagement Automation Online and Offline Engagement Analytics with Business Intelligence Delivers Across Multiple Channels , Web, Social Media, and Print Universal Connectors Capture Data Capture Individual User Data

3 Sitecore Overview Company Background Customers and Community Over 3,000 customers Over 8,000 certified Sitecore developers 17,000 active community members in Sitecore Developer Network Partners Founded in 2001 Strategic investment by Technology Crossover Ventures in employees worldwide Over 1,000 partners worldwide Microsoft Gold Certified, Global ISV Alliance Partner Financials 40% YOY Growth for past 3 years Sustained profitability Our customer experience management platform combines proven web content management with customer intelligence to create a single view of a customer that drives meaningful interactions, increases conversions and builds lifetime customers.

4 Sitecore Customers

5 What is Big Data? Massive Volumes of Data Complex Data Typed and Structure 80 90% Unstructured Text Documents, Photos, PDFs, Videos

6 What is Big Data? Speed or Velocity of Creation Can t Be Stored or Analyzed with Traditional Methods Sales 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

7 Business Intelligence vs Big Data Current Business Intelligence Analysis & Reporting Which channel had highest conversion? What campaign had highest conversion rate? How many products sold? Big Data - Predictive Analytics & Data Mining What s our optimal business model? What if our customers change behavior? Will this trend continue?

8 Marketing Data is Pouring In! Graphic showing sources feeding into hub

9 Tesco

10 Target

11 Big Data and $2 Billion Marketing

12 Executing Big Data Marketing Dem Rep Technology Testing Twice Prior Not Tested Targeting Micro Segmentation Broad-Based Segmenting Demographic in Geo Islands Broad-Based Pattern Analyzing Found winnable patterns; George Clooney, Sarah Jessica Parker Broad-based Market Testing Content Tested Unknown Nurturing Long-Term Nurture s into Demo/Geo Segments Last Minute Personal Contact

13 Known Knowns

14 Known Unknowns Sitecore s Intelligence Analyzer

15 Unknown Unknowns Can You Find the Pattern When You Don t Know What It Is?

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17 Finding the Unknown Unknown Sitecore s Path Analyzer

18 What About the Future? Author Rollback Self-Learning Analytics Self-Tuning Websites Artificial Intelligence Advisor Advanced Pattern Recognition

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21 Sitecore s Intelligence Analyzer (Web BI) Marketing Optimization Matrix

22 Marketing Optimization Matrix Makes Campaign Optimization Recommendations High Value Low Value Converters Stars Captivating title Keywords at front of titles and subtitles Match title, landing page, content Segment target audience Banner placement Pro layout and artwork A/B, MV Test Leverage topic Other media, channels Repeat use of title/topic in Overview Niche Vertical Segment Demo, Geographic A/B, MV Test Increase Attractiveness Repeat and Leverage Dogs Attractors Run long enough to test Delete Delete Them Increase Conversions Low Visits Strong and repeated Call to Action Improved Offer Text on Submit button Test web form Check funnel abandonment A/B, MV Test High Visits

23 Self-Tuning Websites Detect non-optimal navigation structures Recommend navigation reorganization

24 As a Marketer You Must: Make Data Driven Decisions, Not HiPPO Driven Decisions Grow Analysts and Data Scientists Deliver Integrated Cross-Channel Marketing Create a Digital Marketing Strategy Plan Validate Your Vendor s Ability Grow Up the Digital Maturity Curve

25 From Mad Men to Math Men

26 There Aren t Enough Data Scientists By 2018 the U.S. faces a shortage of 190,000 workers with analytical skills. "Data engineers are already harder to find than search engineers, and that's a sign of the times." McKinsey Global Institute "Companies want these people, and they become more attractive if they learn the skills. Fortune Sep 16, 2011

27 How Are You Going to Grow Your Digital Marketing?

28 I will personally send you a copy of the Digital Maturity Model Ron Person rop@sitecore.net Write on your business card DMM2 Bring it up to me!

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