what is big data? and how it applied in modern marketing
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Что такое Большие Данные? Где лежит та грань, что отделяет большие данные от обычных? Является ли размер данных, скорость их поступления или разнообразие форматов критерием их дифференцирующим? Как применяются технологии Больших Данных в современном маркетинге?TRANSCRIPT
BIG DATA – ЧТО ЭТО? И КАК BIG DATA ПРИМЕНЯЕТСЯ В СОВРЕМЕННОМ МАРКЕТИНГЕ
АНДЖЕЙ АРШАВСКИЙ CEO, DSL
20 ОКТЯБРЯ 2013
BIG DATA USUAL DATA
• Clear goal • Clear how to use • Clear format • Structured format
• Unclear purpose • Unclear how to use it • Unclear format • Unstructured format • Unstructured format
“Innova3ons” “Conven3onal business processes”
BIG DATA =
TECHNOLOGIES SPECIALISTS +
Technologies which capable to work with data within consistent :me frames using distributed environments or cloud based services (mostly NoSQL, Cloud)
Technical specialists, capable to understand business goals and improve business processes using analy:cs of diverse, distributed and large data volumes using both SQL and NoSQL tools
Data Scien:st Skills
• Domain knowledge (i.e. Industry specific processes where analy:c are applied)
• Commercial acumen/ Strategic • Customer-‐centric • Problem-‐solving skills • Communica:on skills (story-‐telling) • Curiosity (willingness to challenge the status quo) • Technology / data • Analy:cal skill-‐set • Mathema:cs / sta:s:cs (including experimental design)
• The majority of online users are now cross-‐plaaorm • They are spending more :me with digital content across mul:ple devices • Engagement with content varies by plaaorm :me of day • Key audiences engage with content differently across PC, Smartphones and Tablets
BUSINES CASE: BIG DATA &MARKETING
We can foresee now the Revolu:on of new technologies, which capable to track consumer behavior across all marke:ng touchpoints (cros-‐device, cross-‐chanel) and provide marketers with insights to op:mize campaigns business success.
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