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
