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
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
Outsell Overview: The Information Industry & Market Research
Industry Ecosystem & Segments $721 Billion Total Market 4
2014 Trends that Matter Data and technology 5
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
Big Data Analytics Marketing & B2B
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
What Is Big Data One Definition The world s new natural resource IBM 9
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
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
The Purse Strings 2014 2013 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
With Just One Identifier Home Address Mobile Phone E-mail Address Landline Online Cookie TV 13
Placeholder -- Big Data Sources Source: IBM and Oxford University survey 14
example - Autos and Big Data Every car registered in every household forever Activity and traffic feeding marketing models 15
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