the age of big data
TRANSCRIPT
Chicago | November 12–16
The Age of Big Data and the Modern Marketer
Seth DottererConductorVP, Marketing and Product
(speaker logo)
Chicago | November 12–16, 2012 | #SESCHI
Link: http://www.youtube.com/watch?v=QV3t-3QIf1E
Chicago | November 12–16, 2012 | #SESCHI
“Data underpins our economy and our society - data about how much is being spent and where, data about how schools, hospitals and police are performing, data about where things are and data about the weather.”
Tim Berners Lee, Director of W3C.
Chicago | November 12–16, 2012 | #SESCHI
What is Big Data?
Chicago | November 12–16, 2012 | #SESCHI
A collection of data sets so large and complex that it becomes difficult to process using on-hand database management tools.
Chicago | November 12–16, 2012 | #SESCHI
Definition of Big Data
• a
@twitterhandle
Volume - Variety - Velocity
Chicago | November 12–16, 2012 | #SESCHI
Volume
Chicago | November 12–16, 2012 | #SESCHI
Chicago | November 12–16, 2012 | #SESCHI
Chicago | November 12–16, 2012 | #SESCHI
700 million Facebook
users
250 million Twitter users
156 million public blogs
Chicago | November 12–16, 2012 | #SESCHI
Volume
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An average of 294 billion e-mails are
sent every day.
2.4 Billion People Online
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The machines also talk to each other
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Variety
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Structured Data
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Variety
• Structured Data:
• Unstructured Data
• Even Structured Data has issues
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Unstructured (mostly)
Chicago | November 12–16, 2012 | #SESCHI
Velocity
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Wal-Mart generates more than 1M transactions an hour into databases estimated at more than 2.5 petabytes
Chicago | November 12–16, 2012 | #SESCHI
Chicago | November 12–16, 2012 | #SESCHI
Chicago | November 12–16, 2012 | #SESCHI
Hadoop has its roots as a search engine
• Apache Hadoop, the leading open source solution, was created from Google’s MapReduce and the Google File System but adopted by a Yahoo employee.
@dotterer
• Now, Hadoop and the resulting and related technologies and toolsets are used to create distributed processing across clusters of computers. These scale up to thousands of machines that each can store and process information, and can pick up failures from any of their neighbor machines.
Chicago | November 12–16, 2012 | #SESCHI
Big data is the fuel. It is like oil. If you leave it in the ground, it doesn’t have value. But when we find ways to ingest, curate, and analyze the data in new and different ways, such as in Watson, Big Data becomes very interesting.”
Stephen Gold, VP of Marketing for IBM’s Watson
Chicago | November 12–16, 2012 | #SESCHI
Chicago | November 12–16, 2012 | #SESCHI
Chicago | November 12–16, 2012 | #SESCHI
Chicago | November 12–16, 2012 | #SESCHI
Chicago | November 12–16, 2012 | #SESCHI
Chicago | November 12–16, 2012 | #SESCHI
Chicago | November 12–16, 2012 | #SESCHI
Chicago | November 12–16, 2012 | #SESCHI
How Search Marketers can use big data
• Think Flow, not Batch.
• PPC Vendors like Marin, Kenshoo, Adobe all have big data optimization
• Leverage cross-discipline (SEO position data to drive Bids, and vice-versa)
• Mining and teasing out the tactics and strategies that are working, vs. what is noise
• Opportunity forecasting
@dotterer
Chicago | November 12–16, 2012 | #SESCHI
How Cross Channel Marketing is Changing how independent silos are workingBig Data Means….
No More Silos
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Chicago | November 12–16, 2012 | #SESCHI
Chicago | November 12–16, 2012 | #SESCHI
Chicago | November 12–16, 2012 | #SESCHI
How Cross Channel Marketing is changing how we keep score
@dotterer
Chicago | November 12–16, 2012 | #SESCHI
Chicago | November 12–16, 2012 | #SESCHI
• MCA-ADS - Multi-Channel Attribution, Across Digital Channels:
• MCA-O2S - Multi-Channel Attribution, Online to Store
• MCA-AMS - Multi-Channel Attribution, Across Multiple Screens
Are you referring to MCA-O2S, MCA-AMS or MCA-ADC?http://www.kaushik.net/avinash/multi-channel-attribution-definitions-models/
Chicago | November 12–16, 2012 | #SESCHI
“The ability to take data - to be
able to understand it, to
process it, to extract value from
it, to visualize it, to communicate
it's going to be a hugely important
skill in the next decades”
Hal Varian - Google’s Chief Economist
Chicago | November 12–16, 2012 | #SESCHI
Chicago | November 12–16, 2012 | #SESCHI
Chicago | November 12–16, 2012 | #SESCHI
Chicago | November 12–16, 2012 | #SESCHI
Don’t forget the clean up
Chicago | November 12–16, 2012 | #SESCHI
Takeaways
• Big Data is what YOU say it is, so that you can solve your problems. Don't lose sight of that, or blindly 'trust the data'.
• The more frequently (or faster) you analyze your data, the more likely it is to be valuable. Think less about ‘batch’ and more about flow.
• Find new sources of data – don’t just dumping more of the same at it.
• Keep data as long as you can
• Become (or hire) a statistician - Big Data and advanced analytics have emerged, with programs sprouting up at USC, N.C. State, NYU and elsewhere.
• Figuring out what the data tells you is hard.
• How to convince others what the data tells you is harder. Visualization helps.
@dotterer
Chicago | November 12–16, 2012 | #SESCHI
Photo Credits
• http://www.flickr.com/photos/29691859@N03/2873017925/sizes/l/
• http://www.flickr.com/photos/baqueroguapo/5567237076/sizes/l/in/photostream/
• http://www.flickr.com/photos/markusperl/7689989242/sizes/l/in/photostream/
• http://www.flickr.com/photos/ragfield/6728728687/lightbox/
• http://www.flickr.com/photos/ppix/2305078608/sizes/l/in/photostream/
• http://www.flickr.com/photos/matneym/4145370899/sizes/l/in/photostream/
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