YOUR BIG DATA AUDIENCE INSIGHT Sam Zindel _ DATA MODELLING ANALYST
TODAY S AGENDA BIG DATA IN THE DIGITAL WORLD BUILDING THE BRAND/CUSTOMER RELATIONSHIP SIGN-POSTING THE CUSTOMER JOURNEY AUDIENCE INSIGHT = COMPETITIVE ADVANTAGE BEFORE BIG DATA THE VALUE OF 1 st, 2 nd & 3 rd PARTY DATA DATA MANAGEMENT PLATFORMS Q&A #bigdataforum
THE DIGITAL WORLD IS: Volume Velocity Variety Data-rich Viewed in real-time Multiple sources & complex
WHAT IS BIG DATA? Structured data Relational databases Unstructured data Relational databases Weblogs and Metadata Social media & user generated content
WHAT IS BIG DATA? State of Play Source: Big Data Insight Group Industry Trends Report March 2012
HOW PEOPLE FEEL ABOUT YOUR BRAND IS DRIVEN BY THEIR LEVEL OF TRUST AND THEIR EXPERIENCE Brand experience Perception Level of trust
RELATIONSHIP PYRAMID Partner Trusted Liked Supplier
PUTTING CUSTOMERS AT THE HEART OF IT CREATES A VIRTUOUS CIRCLE Brand derives maximum value from customer Customer derives maximum value from brand Rich Data gives us better customer intelligence to direct activity
THE POTENTIAL REWARDS FOR COMPANIES ARE HUGE Brand Customer Loyalty Retention Advocacy Awareness Acquisition Upselling
HIGH LEVEL CUSTOMER JOURNEY & KEY DIGITAL CHANNELS Awareness Consideration Purchase Moment In Life Loyalty Cross-sell Advocacy AFFs PPC SEO Display Display Social Website Mobile Email Secure Website
FOCUS ON CONVERSION Awareness Consideration Purchase Moment In Life Loyalty Cross-sell Advocacy AFFs PPC SEO Display Display Social Website Mobile Email Secure Website
PUTTING CUSTOMERS AT THE HEART OF IT REQUIRES A BROADER DIGITAL APPROACH BUILT ON CUSTOMER NEED Awareness Consideration Purchase Moment In Life Loyalty Cross-sell Advocacy AFFs Display SEO Social PPC Display Website Mobile Email Secure Website
AUDIENCE INSIGHT IS KING Some great, simple ideas
Relevant offers to child developmental stage Informative content/regular emails Photo management and seasonal discounts
WHAT IF PURCHASE MOMENT WAS VOTING MOMENT?
We are going to measure every single thing in this campaign
HOW OBAMA WON WITH BIG DATA Analytics team 5x bigger than in 2008 Combined disparate data sources in a giant database Donors, volunteers and voters Data modelling and predictive analytics Focus on swing states
HOW OBAMA WON WITH BIG DATA Campaign teams accessed data through mobiles Offices opened in targeted neighbourhoods Channel and messaging optimised Election scenario tested 66,000 per night Voter at the centre of everything
HOW OBAMA WON WITH BIG DATA Raised over $1 billion from donors 700,000 volunteer shifts in final 4 days Highly targeted ads with 14% more efficiency than 2008 1.8m votes in swing states (double 2008) On election day 7 th
HOW OBAMA WON WITH BIG DATA
Before we get ahead of ourselves There are 3 things to check we are on top of
SINGLE CUSTOMER VIEW Structured data Relational databases
AUDIT AND MANAGE YOUR WEB ANALYTICS PLATFORM
WHAT BUSINESS QUESTIONS ARE YOU TRYING TO ANSWER? How can I improve customer satisfaction levels? How can I grow my business by 10% in the next 2 years? Who are my highest value customers and where can I find more people like them? But understand that Big Data should provide a framework for tomorrow s questions
HOW CAN YOU GAIN NEW INSIGHTS INTO YOUR AUDIENCE? Collect more data Conduct research Test and learn Further analysis of existing data Buy 3 rd party data
THE VALUE PROPOSITION What is your company s data actually worth? 1 st Party data is great, as long as you are making best use of it 3 rd party data used to scale audience is fine but there are issues: Lack of industry standards Insight sits with the provider It is available to everyone Has anyone ever heard of 2nd party data??
THE VALUE PROPOSITION Exclusivity of data is key Why should all of your insight go towards improving a data provider s product? It is your audience, and you should retain the insight
Why does nobody ever talk about 2nd party data?? Brand Closed Loop Data Exchange Publisher
DMP IS THE EMERGING HUB FOR DIGITAL MARKETING
DATA MANAGEMENT PLATFORM Make your audience insights actionable Audience Management Demo Interest Lifestyle AD SERVERS DEMAND SIDE PLATFORMS Purchase Life- stage DEMAND SIDE PLATFORMS Firmographic Behavior In- Market CREATIVE OPTIMIZATION SSP/EXCHANGES CONTENT PERSONALIZATION All this.and own your audience data and insight
OLD WORLD > Customer averages in silos > Conversion-based decisions > Channel optimisation > Last click attribution > Content designed for the majority > Ads targeted to 3 rd party segments > Audience data owned by 3 rd parties > Historic reporting > Disparate data and web analytics > Reactive, reflective, ineffective
NEW WORLD > Individual customer journeys over time > Value-based decisions > Customer-centric > Audience specific attribution > Customised content for individuals > Ads targeted to your audience > Own and control your own audience data > Real-time reports > DMPs and predictive analytics > Proactive, predictive, effective
WHAT DOES YOUR BIG DATA OPPORTUNITY LOOK LIKE?
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JOIN US AT OUR 2 nd MEETUP! Thurs 29th Nov, 6pm Knowledge share data projects show and tell Follow @bigdatabrighton Me @samzzin
THANKS FOR LISTENING! Q&A Sam Zindel _ DATA MODELLING ANALYST sam.zindel@icrossing.co.uk