valtech - big data for marketing (en)

Big Data for marketing!

29/11/2012

Big Data, the new Eldorado for marketing!

Big Data, An under-exploited opportunity!

Source : IDC, EMC juiy 2012 * What is the perception and what are initiatives in the field of Big Data?

160 French companies were interviewed

11% Consider investing in Big

Data

75%

18% Report to be using Big Data*

Of the CMOs believe that this is an important topic

Big Data, a revolution for Marketing departments

It’s all very well to have all your data in one place, but you need to do something with it. We have hundreds of millions of rows of data going back to 1998.

Martin Moll, Head of Marketing at Honda UK,

The question shouldn’t be about how you manage big data, but how you are continuing to encourage imagination versus data.

Javier Diez-Aguirre, Ricoh’s Director of Corporate Communications

With the data coming from social media now, it’s like running 24/7 focus groups

Chief Marketing Officer at Kiddicare,

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Big Data, capitalize on customer knowledge!

How does your supermarket know that you are pregnant?

How to relieve urban traffic congestion?

What will be the next Gaga song?

Big Data, benefits for a more creative Marketing!

Ciblage fin Personnalisation

totale

Automatisation des actions en

temps réel

Analyse prédictive en

capitalisant sur les données

Identification de nouvelles

opportunités invisibles à l’œil

nu

Big DATA Growth and

creativity booster

Big Data shape a new marketing model!

BEFORE!Ò  Analysis of averages

Ò  Large segmentation Ò  Standardized push Ò  Declarative data Ò  Traditional Marketing

AFTER!Ò  Analysis of correlations

Ò  Accurate customization Ò  Scripted automation Ò  Data 360° (explicit/implicit) Ò  Agile and reactive Marketing

Big Data versus Analytics : what are the differences?!

Formulate the need

Define KPI

Collect data

Integration

Analysis of relationships

Define the need

Collect ALL the data from different

canals

Extrapolate to explore / define new indicators

Analyze, explore, correlate and

aggregate

Re-inject indicators to model and

visualize data flow

Analytics Big Data

De-structured Data

Structured Data

AureHor aurelie.hornoy@valtech.fr