valtech - big data for marketing (en)
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Valtech - Big Data for Marketing Aurélie Hornoy, Digital Performance Lead, Valtech [email protected] The benefits of data-driven marketing Event - Big Data : de l'analytics à la créativité ... Valtech - 29/11TRANSCRIPT
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 [email protected]
