#mitxdata "the secret sauce to manageable personalization: small steps, big impacts"...

Agency  OasisBig  Data  magicians  by  day....

Audience  Poll

2

Why  use  Big  Data?

61% Of  retailers  say  that  personaliza>on  is  the  MOST  IMPORTANT  aspect  of  an  interac>ve  experience

$77BILLION

Will  be  spent  on  interac7ve  marke7ng  by2016

J

Dissec>ng  Audiences

J

Iden>fy  the  Profiles

CRAZIES SMARTIES CASSONOVAS BRUTES SKEPTICS

DANCERS PARTIERS ITCHIES CREEPERS SCREAMERS

N

Make  Educated  Guesses

x x x x x x x x x x

x x x x x

x x x

x x x

x x x

x x x x

Brains

Water

Beer

Young  Adult

Injured

Loners

N

J

Welcome  to  Your  Persona  Group

Trick TreatNaughty

Nice

Adult  costumeseeker

Planning  aparty  foradults

Kids  costumeseeker

Planning  aparty  for  kids

J

How  do  we  use  Big  Data?

Altering  the  user  experience  in  response  to  predicted  or  expressed  user  preferences:

-­‐ Explicitly-­‐ Implicitly

N

Welcome  to  Your  Persona  Group

Trick TreatNaughty

Nice

Adult  costumeseeker

Planning  aparty  foradults

Kids  costumeseeker

Planning  aparty  for  kids

N

N

Trick  or  Treat?

Trick TreatNaughty

Nice

Adult  costumeseeker

J

Trick  or  Treat?

Trick TreatNaughty

Nice

Planning  aparty  foradults

N

N

N

N

Trick  or  Treat?

Trick TreatNaughty

Nice Kids  costume

seeker

J

J

J

Trick  or  Treat?

Trick TreatNaughty

Nice Planning  a

party  for  kids

N

N

N

Are  you  ready  to  use  Big  Data?

Data  reali7es– Conduct  a  data  inventory– Where  are  you  geZng  your  data?– Does  your  data  analysis  match  your  audience  segments?

– Can  you  match  your  data  against  your  content?– Set  up  content  “trigger  points”

N

Are  you  ready  to  use  Big  Data?

PlaGorm  and  Hos7ng  reali7es  (IT)– Is  your  site  dynamic  (Applica>on  code  driven)?– Is  your  site  content  database  driven?– Can  your  site  query  Big  Data?– Content  management  systems  have  evolved  to  include  decisioning  capabili>es

N

When  does  it  get  creepy?  

• Are  you  pregnant?• Take  queues  from  real  life

J

Implementa>on  Op>ons

• Base  needs

• Intermediate  Approach  

• Advanced  Approach

N

Internal  Resources

• Skill  Set• Time  dedica7on

J

What  do  we  do  when  we  are  wrong?  

N

Q&A

Thank  you