How does Big data empower marketing?

STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph
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How does
Big Data
empower
Marketing?

2
Big data platforms are only very large roads

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How do large roads empower Marketing?
First, Getting all the data we need in (the basics)

4
It’s more than just going out of the data comfort zone

5
“Big data is a new
perspective on reality”
Viktor Mayer-Schönberger
Big Data Professor
University of Oxford

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How does big data empower Marketing?
It provides the ability of
Understanding the Continuous Customer Experience
Awareness of behavior, preferences, emotions, context

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But careful, don’t over-do it

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Big data is also about rethinking “Discovery”
Backbone Discover Decide Activate Automate

9
Traditional analytics approach is causal
1. Here’s what happened & why
2. This is a new model & its cause
3. Here is the action you should take
Discover

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New analytics is about unexplained correlations
AI/ML based analytics work on possible correlations
1. Here are several possible models
2. Test them and see which one works
3. Scale the best one
Discover

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What about the “why”?
Example: Understanding churn in a Bank
Big data can point to the evidence:
Customers move money around, refinance their mortgage…
But why? And what should we do about it?
In this case, a small data study found that most of them
were getting a divorce!

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Small data
The missing question in big data projects

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When the “why” is missing, look for small data
How an Old Pair of Sneakers Saved Lego
‘Small data’ revealed why kids love those blocks.

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How can you really understand consumers?

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Do you use technology to align or to Innovate?
Use big-data-boxed solutions
Build a data-based creativity culture
Align with the market Reshape the market
Or
And

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Big Data boxed solutions
Reducing acquisition costs
Reducing Churn
Increase LTV
Optimization
Pricing decisions
* Micro-segmentation
* Visibility and analysis of purchase path
* Audience amplification, look alike modeling
* Social credit scoring
Alignwithmarket
2-3years

17
China social credit scoring
The score will take into account:
• what you say on social media
• Your lifestyle
• Hobbies
• what you purchase online.
• Making unapproved political statements, talking about
events the government doesn’t want discussed, or having
hobbies and making purchases of which the government
disapproves – (video games or golf) – will lower your score
Social score = Trustworthiness
“Sesame Credit”, the financial wing of Alibaba,
is among the 8 approved pilots by the government

18
China social credit scoring
The score will take into account:
• what you say on social media
• Your lifestyle
• Hobbies
• what you purchase online.
• Making unapproved political statements, talking about
events the government doesn’t want discussed, or having
hobbies and making purchases of which the government
disapproves – (video games or golf) – will lower your score
Social score = Trustworthiness
“Sesame Credit”, the financial wing of Alibaba,
is among the 8 approved pilots by the governments

19
Not very exciting, right?

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You can use data the same way that everyone
else does or…

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When creative meets big data
Next-gen analytic employees: Creative and Analytic
Technology will serve as an empowering tool to explore, create
and know which questions can be asked

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The house of clicks
https://vimeo.com/141663270

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The next Rembrandt
https://www.nextrembrandt.com/

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Technology enables opportunity
Creativity enables value

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Source, hire or grow
the new analytic talents
Skilled employees with “analytic” as well as “creative”
muscles will be a key asset for marketing
Source, hire or grow your future talents
“Teams” of cross-capabilities
Online courses
Data lab for experimentation

How does Big data empower marketing?

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