1. 2What is Big Data? 2. What is Big Data? 32,5 * 1017BYTES OF DATA PER DAYTHAT LOOKS LIKE THIS2,500,000,00=0,0002,,050Q0U,IN0T0ILL0IONSBig Data is anything too big to deal with in an Excelspreadsheet.Josh Dreller Director of Market Research at Kenshoo 3. Internet is a gold mine of customer intelligence 45Hr / Day5,5Hr / Day6+Hr / Day2012 2013 20142,5Billion2,7Billion3Billion2012 2013 20141 2of the world populationBillion USD digital marketing budget in 2016BIG DATA40%160Users info, online interests, communications, purchases, searches, social activity1: Internet Live Stats, July 2014 (elaboration of data by International Telecommunications Union and United Nations Population division)2: Forrester Research Interactive Marketing Forecasts, 20133: Average daily time spent online by internet users worldwide, Global Webindex 20133 4. The value of customer insights 5 5. Big Data for Publishers 6Big Data is the ability to customize and personalize a userexperience in real time based on what you know about that user. 6. The Financial Times Case 7AdvertisersHigher adv ratesBetter ROI for advertisersOnline ExperienceOptimizationDigital SubscriptionsA/B testingGrowing engagement150,000 more digital than printContent CreationData drivenPerformance based salaries 7. 8Quattroruote 8. Facts 9Quattroruote is "the" provider of automotive content since its foundationMarket leading websites and mobile apps: relevant, timely information to a highvalue audienceMore than 4 million monthly UV, most of them looking to buy a car within the yearRelevant information and dedicated services:NewsPrice listsQuotations for second hand carsCar comparisonCar configurator 9. 10Digital PositioningDB Market Intelligence &B2B ServicesQUATTRORUOTEDIGITAL ENVIRONMENTCar Inventory and ClassifiedTelevisionand MultimediaE-Commerceand Revenues-OrientedMobile & MultiplatformIntegration between contentsTrade MarketingCreative Solutionsand Advertisingand servicesSocial Media & Smart Mobility 10. Facing the Big Data Challenge 11We track behavioral dataWe know what a user is looking for (brand, model, price, new vs second-hand. etc)We profile usersWe personalize content based on navigationWe optimize navigation funnels through value added servicesNew value added services, currently in private Alpha test phase 11. Expected Outcome 12Increase Quattroruote Brand LiftBroaden value added services to retain users and acquire new generationsBe a market leader in driving intention to buy effectively 12. From the Big Idea to the Big Simulation 13 13. In-store Spend 15A leading payment network and a retailer use real-time, transaction data tomake time and location sensitive offers to customers.1 2 3 4Customer uses creditcard in storeCustomer isprofiled and locatedSMS coupon for closestretail outlet is sentCustomer redeemscoupon in storeIn-store spend + 23%Payment and Retail Industries / Source: Mobile MarketingWatcheCoupons redeemed in 2014 globally:16 billion 14. 17A leading EU bank runs experiments on the website to find out which1 2 3Customerlogs to websitevisitor should be served which pageCustomer profiled based onproduct holding and history+ browsing behaviorTest offers shown toselected group tounderstand preferencesand impactMain offers tweakedaccordinglyCustomized Online Offer+27% CTRBanking Industry / Source: McKinsey Banking CVM ServiceLine+12% SALES 15. 18BarillaClick on the icon to watch the video 16. 19From 2014 to 2020 MarketingBig Smart Data enablesDirect Marketing at scale2014Insight Adjust MeasureOne message to fit2020allBig ideas, big launch, big budgetLong process (6 months)Consumers are getting used to seeing relevant, curated, tailor-mademessages.Everything else will be ignored soon.BIGSTRATEGYTest with consumers Campaign, Websites, AdvNEW BIGSTRATEGYMicro strategies, big insights, rapid iterations, Editorial PlanInsightsLittle StrategyPLANDESIGNLAUNCHMEASUREInteractive CyclePLANDESIGNLAUNCHMEASUREInteractive CycleInsightsInsightsAdjustLittle Strategy Little StrategyAdjustA - ContinueB - Try something elsePRECISION MARKETINGTailor-made messages at the right time. Zero dispersion. Fast and iterative approach.Get noticed and ultimately drive profitable consumer action. Brands need to be RELEVANT and TIMELY.Click on the icon to watch the video 17. 20 Nel Mulino che vorreionline since 2009100k+ subscribers of which we know:Socio demo dataConsumption frequency by categoryMedia dietResponse to marketing solicitationsWhat they buy where+7,6k posted ideas+300k comments+80 surveys+50k responders to a single survey+10k rewards delivered+5Mio Facebook reachAN ACTIVEPROFILEDCOMMUNITYENGAGEMENTClick on the icon to watch the video 18. Extending knowledge 21through Big DataNow using knowledge to profile anonymous usersBUYING PERSONASFROM NAVIGATION DATA TO:Socio-demo characteristicsPurchase preferencesPropensity to respond to solicitationsClick on the icon to watch the video 19. 22Turbo 20. Big Data for Trading Desks 24Turbo is the first italian independent trading desk.A trading desk uses technology, data and optimisation to purchaseaudiences at scale across digital media.We buy on behalf of our clients at an impression-by-impressionlevel, in real time, with targeting filters enabled.The quality of targeting directly impacts Programmatic Advcampaigns ROI. 21. 25From day 1, Neodata has beenTurbos trusted DMP TechPartnerAUDIENCEDATA ENGINEANALYTICS DASHBOARDNeodatas technology empowers Turbos ownDMP, allowing Turbo to create proprietary andanonymous custom audience segmentationsin real time, enhancing scale, safety,efficiency and ROI of the campaigns theymanage.DSP 22. Neodata is now 26Turbos trusted Business PartnerTailor-made, Programmatic Advertising-ready DMP Solutions for BrandsDATA COLLECTION AUDIENCE SEGMENTATION DATA ACTIVATIONFIRST PARTY DATASECOND PARTY DATAOTHER DATA STREAMSIngest and normalize a wide arrayof data streams.Data are elaborated according tosegment rules set by advertiser.DMPTurn data into both insights andtargetable audiences.INCLUDE /EXCLUDEIncreased TargetedEfficencyLOOK ALIKEIncreased TargetedscalabilityCROSS&UPSELLINGIncreased ROI and loyaltyReal-time data flows to Programmatic Buyingchannels for targeted delivery. 23. You focus on your business, we will do the mathsArrivederci