big data for small businesses
TRANSCRIPT
Big Data for Small Businesses
Jude Hoffner, Principle, Hoffner Marketing ServicesAl Bessin
Geoff Wolf
Agenda
• Big Data in SMB Context
• Game Planning
• Break & Breakout
• The Missing Link
• One for the Road
Agenda
• Big Data in SMB Context• Game Planning
• Break & Breakout
• The Missing Link
• One for the Road
What is Big Data
It’s So Big…
…Don’t Even Know What it Is
Example of Big Data
Example of Big Data
Hadron Collider
• 150 million sensors deliver data…
• 40 million times per second…
• 600 million collisions per second, of which…
• 100 are of interest
Example of Big Data
Wikipedia
• “…is a collection of data sets so large that it becomes difficult to process using traditional data processing applications.”
• Challenges include “capture…storage…analysis…sharing…”
• “…requiring massively parallel software running on tens, hundreds, or THOUSANDS of servers!!!”
Wikipedia
• Characterized as a technology problem
• Scary!
• EXPENSIVE!!
SMB Challenge
Must extract meaning & value
Without 100MM parallel servers
Without sophisticated software
SMB Context
• As much a qualitativechallenge as a
quantitative
• As much a peoplechallenge as a
datachallenge
Case Profile
Channel % of Revenue KPIs Total Rev (M)
Dir Mail 57% RR%, AOV, Sales $1,824
Retail 16% Sales, Traffic $512
Email 6%Delivery, Opens, Clicks, Converts
$192
SEO 7% Source, phrases $224
PPC 13%CPC, Converts,
Terms$416
Social 1% Audience $32
Case Profile
Channel % of Revenue KPIs Total Rev (M)
Dir Mail 57% RR%, AOV, Sales $1,824
Retail 16% Sales, Traffic $512
Email 6%Delivery, Opens, Clicks, Converts
$192
SEO 7% Source, phrases $224
PPC 13%CPC, Converts,
Terms$416
Social 1% Audience $32
Case Profile
Channel % of Revenue KPIs Total Rev (M)
Dir Mail 57% RR%, AOV, Sales $1,824
Retail 16% Sales, Traffic $512
Email 6%Delivery, Opens, Clicks, Converts
$192
SEO 7% Source, phrases $224
PPC 13%CPC, Converts,
Terms$416
Social 1% Audience $32
$3.2MM
<20m orders
SMB Challenge
Extract Meaning & Value
Without 100MM parallel servers
Without sophisticated algorithms
Agenda
• Big Data in SMB Context
• Game Planning• Break & Breakout
• The Missing Link
• One for the Road
Game Plan
• Be Organized
• Be Knowledgeable
• Be Focused
Be Organized
HAVE A PLAN
• What’s truly important to know?
• When?
• Set Realistic Objectives
What’s Important?
Merchandise Analysis
What’s Important?
Interested in Change vs Last Year
Better
What’s Important?
Interested ONLY in Change vs Last Year
Best!
Be Organized
BE A DETAIL HAWK
• Create and enforce rules
• Implement Data Validation screens
• Prize data stewardship
Be Organized
Data Validation screens
Be Knowledgeable
UNDERSTAND CONTEXT AND PURPOSE
• Google Analytics
• Email Analytics
• Customer Summaries
• Etc
Be Knowledgeable
AVOID SQUARE PEGS IN ROUND HOLES
• Don’t expect web analytics from order management system
• Don’t ask Email software to provide customer profiles
Be Focused
AVOID ANALYSIS PARALYSIS
• Rejoice in imprecision
• Be Inclusive; include your SME’s
• Ask targeted questions
Questions
**Difficulty framing the right question
ExampleProspect “Hold Out” Test
Online specialty retailer
Built customer file online
Testing direct mail channel
Example
Order Distribution by First Order Channel
Prospect Hold Out Test Orders ONLY
SMB Challenge
Extract Meaning & Value
Intuition
Flexibility
Situational Awareness
Agenda
• Big Data in SMB Context
• Game Planning
• Break & Breakout• The Missing Link
• One for the Road
Breakout Challenge
Create your Big Data Profile
Identify the Pain Points
Your Profile
Channel % of Revenue KPIs Total Rev (M)
Agenda
• Big Data in SMB Context
• Game Planning
• Break & Breakout
• The Missing Link• One for the Road
People, the missing link!
What do these people look like?
Who is Big Data
Who is Big Data
Who is Big Data
9 Attributes of a Data Rockstar
#1 –Knows The Tools
• How well do they know the tools you’ve provided?
• Excel
• Databases
• Tableau
• Other
#2 – Communicator
• Often overlooked!
• S/he is a liason
• Good = Efficient
• Communication is 2 way street
#3 – Inquisitive
• Asks good questions
• About the business
• About the data
#4 – Enjoys Data
• Tough to teach
• Have it or you don’t
• Evident after limited exposure to data
• Afflicts less than 10% of humans
#5 – Primed for Improvement
• Continuous quest for Better
• Better performance
• Better understanding
• Better outputs and results
#6 – Self Aware
• Understands not everyone possesses this mix of traits
• Embraces mission to make things simple and useful for others
#7 – Versed in the Business
• Absolutely Crucial
• Think of this person as a “techie” at your own peril!
• Displays capacity to become deeply versed if not already so
#8 – Aesthetic Sensibilities
• Often ignored trait
• Supports Communication (see #2!)
• Supports Usefulness & Utility Mission (see #6!)
#9 – Empathetic
• Can place themselves in the shoes of the “consumers”
• Understands that others may use their work, not just look at it
• Sees through the eyes and workflows of others
Who is Big Data
Case StudyThe Challenge
• Small Business marketing skilled labor
• Individuals billed out at different hourly rates depending on project
• Needed to see projected revenue by individual and project, by week
Case Study
Resources
• 4 data sources
• People, Projects, Rates, Projected Hours
• Excel
• Solution Designer (fancy word for human being)
Case Study
Solution A
Case Study
Solution B
Case Study
Solution A
• 4 data sources
• Excel
• Designer A
Solution B
• 4 data sources
• Excel
• Designer B
Zero Adoption Full Adoption
Agenda
• Big Data in SMB Context
• Game Planning
• Break & Breakout
• The Missing Link
• One for the Road
Challenge for the Road
• Visualize your People
• Which one/s possess at least half of these traits?
• What role are they currently in?
Challenge for the Road
• Visualize a New Hire
• What traits would you search for?
• What background would s/he have?
Challenge for the Road
Questions?