The document discusses how companies can use big data to accelerate revenue growth through improved marketing techniques. It describes how the amount of digital data being created is growing exponentially and provides examples. It then outlines a 7 step process for using big data in marketing: 1) collect all customer data in the cloud, 2) run marketing campaigns, 3) capture campaign data, 4) consolidate data sources, 5) analyze the data, 6) create customer profiles, and 7) run new campaigns informed by the data analysis. Finally, it provides recommendations to focus on experiments, flexibility, and using the right mix of technology and expertise.
10. Facebook at 900M Users in Apr ’12
1000
750
Users
In Millions
500
250
Source: Benphoster.com
0
Dec 04 Apr 07 Jan 09 Jul 09 Feb 10 Jan 11 Sep 11
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11. Twitter at 400M Tweets Per Day in Jun ’12
400
300
Tweets
Per Day In 200
Millions
100
Source: Twitter blog and news reports
0
Jan 07 Jan 08 Oct 09 Sep 10 Jun 11 Oct 11 Jun 12
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12. 94% Corporate Data Growth Y/Y
Area Growth Rate
Database systems 97%
Overall corporate data 94%
Data of average organization 50%
Source: Forrester
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13. BIG DATA FOR MARKETING SUCCESS
METADATA GROUP
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14. Online Marketing: Then And Now
THEN... NOW...
Marketing and Sales
Leads
Recommendations
Company First Last Oppty Created
Acme Fred Langan $250K 6/08/12
BigCo Tom Jones $100K 6/17/12
Campaign
DealCo Jan Sedor $50K 7/01/12
Recommendations
Stor Works Liza Grear $750K 7/14/12
RF Group Carl Tomer $47K 7/18/12
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15. 7 Steps To Big Data Marketing Success
1) Get all your data in the cloud
2) Run marketing campaigns
3) Capture the data
4) Get the data in one place
5) Analyze
6) Create a profile
7) Run more campaigns!
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16. 1. Get All Your Data In The Cloud
SaaS applications are available to help
manage customer interactions in the cloud:
- Bloomreach
- Marketo
- Zendesk
- Salesforce
- Facebook, Google, Twitter
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17. 2. Run Marketing Campaigns
To make predictions about what to do next,
you first need to run marketing campaigns
(including experiments)
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18. 3. Capture The Data
Focus on answering useful business questions
Example: which of the following drives more
revenue?
- Signup form
- Lead source
- Time of day
- Deal size
- # of Helpdesk tickets
- Actual product usage
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19. 4. Get The Data In One Place
Pull diverse data sources into one
repository, such as Hadoop
Combine those data sources
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20. 5. Analyze
Hire or designate a Data Analyst
Analyze the data using appropriate tools
Evaluate correlation of data across different
systems (Marketo, homegrown, product, and
Salesforce.com)
Determine which campaigns drove usage but did
not convert to paid accounts
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21. 6. Create A Profile
Create a profile with cohorts to recreate
success and inform new campaigns
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22. 7. Run More Campaigns!
Learn from what worked
Throw away what didn’t
Experiment with new ideas
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24. Big Data Marketing Success
1) Don’t let tools dictate your data structure
2) Start with small experiments, then expand
3) Find the right combination of technology
and people to get the most insight
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25. For More Information
David Feinleib
dave@thebigdatagroup.com
415.852.0324
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Notes de l'éditeur
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The amount of detail is so impressive you might think this requires an elaborate and expensive set of monitoring gear. \n
But unbelievably this can all be captured using a low cost off the shelf device combined with the online Garmin connect software. This truly epitomizes Big Data.\n