A quick primer on how we attack big data projects for marketers, and the questions that can be solved by becoming more data-driven.

1. The Data Driven Business
The Consumer Marketer’s Guide to Data
How to Take Advantage of Big Data
November 2013
Copyright 2012-2013, Notice Technologies Inc.

2. About Us
Chris Treadaway, CEO
• MBA, University of Texas
• Microsoft 2005-2008, last role as Group Product Manager,
Web & Social Media Strategy
• Co-Author of bestseller, Facebook Marketing An Hour a
Day May 2010, 2nd Edition May 2012
• Charter “Facebook Developer Hero” & participant in
Facebook Developer Customer Council
Robert Starek, CTO
• 3-time startup founder, Chief Architect
• 11 patents in big data, data security and management
• Windows Azure Cloud services expert
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Copyright 2012-2013, Notice Technologies Inc.

3. Stages of Marketing Competency
Manage by Feel
Analytics
Reliance on experts
Reliance on opinion
Use of “vanity”
marketing &
operational metrics
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Data Literate
Data Optimized
Collection of data
Data heavily integrated
but data is being
in culture and is used
used primarily for
to help make key
basic community decisions & drive sponsored
management decisions
content campaigns
Copyright 2012-2013, Notice Technologies Inc.

4. Data Strategy & Implementation
Capture
• Audit available information & opportunities, and how data is currently used
• Analyze data sets and reconfigure/clean them for easier analysis
• Establish processes for collecting and storing data properly/accurately
Measure
• Understand the needs of key stakeholders and decision-makers
• Audit current key KPIs being used and operational impacts
• Find opportunities for new, data-driven metrics and propose new solutions
Inform
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• Create dashboards that integrate opportunities, findings, and new procedures
• Train executives on how data can improve customer experiences & better inform decisions
• Produce custom reports and analyses on demand as business needs require
Copyright 2012-2013, Notice Technologies Inc.

5. Mapping Customers to “The Funnel”
• Each stage of
the funnel is an
opportunity for
Social Media
optimization
Web Site
• Rarely do
organizations
E-Commerce
mine &
understand the
data to better
Loyalty Programs
optimize the
Social media turns
funnel in its
customers into advocates &
entirety
“free” person-to-person
marketing/evangelism
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Copyright 2012-2013, Notice Technologies Inc.

6. Understanding Customers
What and how often customers buy
• The products and services each customer is buying and has bought
in the past
• The frequency of purchases of each product
Segmentation & Contribution to Revenue
• Is there a functioning segmentation that is accurate and relevant
to the marketing context?
• Does customer data (internal and third-party) suggest a different
or modified customer segmentation is necessary?
• Is segmentation used in a way to help maximize revenue & profit?
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Copyright 2012-2013, Notice Technologies Inc.

7. Understanding Purchase Decisions
How they decide between competitors
• What are the key decision-making criteria (e.g. price, convenience,
quality, brand association, etc.)?
• What interactions are needed to make a purchase decision?
How customers buy
• What channels do they use to buy products?
• What other related activities or interests might impact buying
decision/process or product use?
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Copyright 2012-2013, Notice Technologies Inc.

8. Understanding Marketing Touch
What pre & post-sale interactions do customers require
• How do our various marketing channels perform?
• How does e-mail, social media, and mobile marketing translate to
revenue?
• What information does the customer require after a visit?
• Can marketing channels impact other KPIs?
• How has couponing & event marketing impacted my business?
• Does the data suggest greater or lesser investment in certain parts
of the marketing mix?
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Copyright 2012-2013, Notice Technologies Inc.

9. Understanding Customer Evangelism
How do you turn customers into evangelists for your product/service?
• Who are your repeat customers?
• Are they influencers in the social media channel?
• Are you calculating the number of influencers that you have, how
often they are communicating, how positive they are, and how
they impact other KPIs for your business?
• Are they transmitting positive messages about your product(s),
your employees, your brand?
• Are specific experiences highly correlated to creating new
evangelists?
• Are your influencers communicating more/less frequently?
• What makes your influencers communicate with their
friends/followers more often and more positively?
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Copyright 2012-2013, Notice Technologies Inc.

10. Data for Predictive Marketing
Who are your
customers?
Social
Segmentation
What have
they done?
Social
What customers
will do in the
future
Transactional
=
What have
they said?
Social
Transactional
What do they
like?
Social
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Future Revenue
Segmentation
Web/Reviews
What tactics &
strategies
should be used
E-mail
Copyright 2012-2013, Notice Technologies Inc.

11. Anatomy of a Project
• Custom Data Projects have up to 4 core elements
–
–
–
–
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Data Audit – assessing where are we currently
Normalization – fixing what needs to be fixed
Visualizations & Analysis – getting answers from the data
Strategy & Operations – putting a data-driven approach
into practice
Copyright 2012-2013, Notice Technologies Inc.

12. Anatomy of a Project – Data Audit
• What is available to inform executives better?
• What is on the wish list & what are the operational
difficulties inherent in getting it?
• What can be collected that is not currently being
collected & used in decision-making?
• Are you collecting all the data you need in a useful,
repeatable, and scalable manner?
• What third-party data could be beneficial to arrive at
a better understanding of business or customers?
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Copyright 2012-2013, Notice Technologies Inc.

13. Anatomy of a Project – Normalization
• Editing & reshaping of raw data to allow
for analysis
– E.g. data example to the right needs to be
cleaned – data formatted properly and
consistently for analysis
• Can data be exported in time frames
necessary for decision making?
• Is all data exportable in consistent and
largely automated ways?
• How is reporting & analysis done currently?
Can it be standardized and optimized for
efficiency?
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Copyright 2012-2013, Notice Technologies Inc.

14. Anatomy of a Project – Visualizations/Analysis
• Bringing data to life with visualizations to inform
decision making
• Better understand a specific business problem through
data
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Copyright 2012-2013, Notice Technologies Inc.

15. Anatomy of a Project – Strategy/Operations
• Who currently uses data to improve operating
efficiency & make more money?
• Are there opportunities to create dashboards to
easily provide insight that is needed?
• Who is empowered to see certain KPIs and when?
• Can data/analytics help people perform their jobs
better?
• What training is necessary to become a more datadriven organization?
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Copyright 2012-2013, Notice Technologies Inc.

16. Customer Testimonials
“Mindblowing. The most actionable analysis of customer data we’ve ever seen.”
Director of Media
Responsible or over $1b
Ad spend for Fortune
50 consumer brand
“Polygraph enables scenarios we’d only hoped we could do sometime soon.
It’s like they’ve bugged our offices.”
Sean Carlos Fleming
Director, Web & Text
Analytics
“Groundbreaking work for the television industry.”
Senior Vice President
$1b Local Media
Conglomerate
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Copyright 2012-2013, Notice Technologies Inc.

17. Getting Started
Contact us for a free consultation & needs assessment.
We can put a package together that is designed for
your success and budget.
Chris Treadaway, CEO
Polygraph Media
512-797-6001
ctreada@polygraphmedia.com
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Copyright 2012-2013, Notice Technologies Inc.