Big Data Talk at Cyberjaya, 26 Feb 2014

1. Big Data Practice
Consumer Insights through Big Data
Analytics
Chee-Chan Keng
Head of Product Development
Experian Marketing Services (Hitwise)
26th February 2014
©2014
©2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or regi stered trademarks of
registered
Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.
No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.
Experian Public.

2. Who We Are
Experian
|
Experian Marketing Services
|
Hitwise
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3. Experian Overview
Experian, a $4.7 billion (USD) information solutions
provider listed on the London Stock Exchange
Credit
Services
Consumer credit
Business information
Transaction processing
Automotive services
Insurance services
Decision
Analytics
Credit analytics and
decision support
software
Fraud solutions
Marketing
Services
Consumer
Services
Data and
data management
Research services
Digital services
Business strategies
Consumer direct services
Lead generation
300+ staffs in Cyberjaya
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4. About Experian & Marketing Services
Experian is the
leader in global
information
services
Marketing Services Sales of US $1
billion
Target
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17,000 employees in
40 countries
servicing over
100,000 clients
Marketing Services CheetahMail, MIS,
Mosaic, Simmons,
QAS, Hitwise
Engage
Helps marketers
through consumer
insights, targeting,
and cross-channel
marketing
Convert
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5. A Selection of the 1,500+ Companies associated
with Experian Marketing Services

6. Experian Hitwise
 Experian Hitwise is the leading competitive intelligence
service, giving marketers a competitive advantage when
planning, monitoring and measuring marketing campaigns
 Leverages partnerships with multiple ISPs and Opt-In
Panels to monitor consumer behaviour as they visit online
websites – every day
 25 million Internet users (10m in the US)
►
The largest sample measured every day
 1,000,000+ online businesses
 160+ industry categories
 Methodology and data audited by PricewaterhouseCoopers
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7. Marketing Campaigns
The challenge to target the right audience segments
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8. Consumer Insights through the world’s largest
sample of Internet users
Audience
Segmentation
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9. Target, Engage, Convert
►
►
►
Target and profile segments that present
the best opportunity for growth now and
in the future  Audience Segmentation
Engage consumers with compelling
messaging, media mix and timing
Convert more visitors having attracted
more qualified audience
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10. Getting your Target audience in sight
Identify and
Profile Your Best
Customer
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Find More of
Them
Understand
Everything You
Can about them
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11. Segmentation – Multiple layered data matching
 Custom segmentation, demographics
and lifestyle analysis
 Identify and interact with your
audience
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12. Hitwise –
Big Data Technology
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13. What it takes to maintain world's largest sample of
online consumer behavior
• 4 TB data
• 6 billion URLs
• 400 million domains
Processed
output per
day
Hadoop
Cluster
• 60TB in Hadoop
• 24 billion rows in largest table
• 190 billion row Data Mart
Infrastructure
• 1000+ Cores
• 7TB+ RAM
• 850TB+ Storage
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14. Latest Technologies Stack
Presentation
Data warehouse
Data Processing
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15. Benefits of Hadoop
•
•
•
Cluster setup and scalable.
Parallel processing.
Output is platform independent.
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16. Benefits of Greenplum
•
•
•
•
Cluster setup and scalable.
Parallel processing.
Data is partitioned.
Schema is OLAP friendly.
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17. Why Tableau
•
•
•
•
•
Cluster setup
Drag and drop
No programming required
In-memory database
Tons of stunning visualization
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18. Gartner Magic Quadrant for BI Platform 2014
•
•
•
•
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Leader in "Ability to Execute".
Tableau is easy to use and fast to
deploy business intelligence
software that virtually anyone can
use.
People easily create and share
reports, dashboards and
visualizations all within the dictates
and protocols of IT.
Tableau content is even
automatically optimized for mobile
users.
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19. Good Stuff for technology stack
•
•
•
•
Scalable
Better performance
Speed to market
Support Services
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20. Hitwise Consumer Insights
Case Study
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21. Hitwise Case Study 1
Insights Driven Marketing Messages
Online Travel Agency:
The client was interested in identifying travel preferences and needs
of three customer segments. Aim was to then design bespoke
Example 1
targeting messages that would cater to each segment’s individual
requirements and liking.
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22. Segment Definitions
Identify high value segments using first party data and find
lookalikes
Group B
Group O
These three segments were defined
within Hitwise data warehouse and
their behaviour was analysed against
average online UK population (i.e.
everyone in the sample)
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Group A
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23. Destinations
Understand popular destinations searched by each Group
Group A
Group B
Group O
• Domestic
• Domestic
• Domestic
• London
• Edinburgh
• Glasgow
• International
•
•
•
•
•
Paris
Dubai
Barcelona
Rome
Venice
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• Manchester
• York
• Edinburgh
• International
•
•
•
•
•
France
Spain
Italy
Dubai
Australia
• London
• Edinburgh
• Glasgow
• International
•
•
•
•
•
Paris
Amsterdam
Dubai
Berlin
Singapore
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24. Travel Searches – Summary
Identify specialised travel needs and travel themes
Likelihood of searching for specific travel related themes
Group A
Group B
Group O
luxury
restaurant
family
flights
hotels
deal
holidays
all inclusive
cheap
Less Likely
More Likely
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25. Bespoke Email Illustration Designed for Group B
Design personalized communication
Destinations
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26. Hitwise Case Study 2
Insights Driven Product Strategy
Photo Products Company:
The client was interested in understanding differences in behaviours
of frequent and infrequent visitors to its own website. It also wanted to
Example 2
compare these two groups against those who visit competitors but
don’t visit client's website. Analysis was done for multiple markets
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27. Segment Definitions
Visitors to Client’s
Website
Visitors to competitor websites
2
Infrequent Visitors
1 or 2 visits to Client’s
website
Frequent Visitors
1
3 or more visits to Client’s
website
Excluding
Client’s Website
Exclusive Competitor
Visitors
3
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These three segments were defined
within Hitwise data warehouse and
their behaviour was analysed against
average online UK population (i.e.
everyone in the sample)
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28. Product Popularity - UK
Calendars are the most searched for both
Photo cards are more popular for
products by all three audience Client website
frequent
Share of productand infrequentsegments –
Photo books are more popular for related searches that drive traffic to the Competitive Set
aboutvisitors but not so for the exclusive
3 in 10 product searches are
both Client segments than exclusive
calendar related
competitor visitors
Photo Phone Case
Invitations
competitor visitors
Business Cards
Photo Cards
Calendars
Photo Books
T-Shirt Printing
Mugs
Other
Frequent
Visitors
28%
16%
Infrequent
Visitors
28%
15%
Exclusive
Competitors
Visitors
Cards
15%
14%
7%
6%
6%
7%
6%
6%
4% 4% 2%
5%
4% 3%
12%
12%
Photo Phone Cases are 1.5 times more
Exclusive competitor visitors are about
popular amongst the exclusive competitor
twice as likely to search for Business
visitors than the two Client website visitor
Cards and T-Shirt Printing than the two
segments
Client website visitor segments
30%
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11%
15%
5% 2%
9%
6%
8%
5%
8%
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29. Product Popularity - US
Invitations are about twice as popular
within the infrequent and exclusive
competitor visitors than the frequent
visitors
Calendars are more popular for both
Photo cards and cards Client segments than those who visit
are the most
Share Client website
competitor websites searches visit Clienttraffic to the Competitive Set
searched for products by of product related but don’t that drive
website at all
visitors - frequent visitors are more likely
T Shirt Printing
Calendars
to search for these than infrequent visitors
Photo Books
Cards
Photo Cards
Gift & Presents
Invitations
Other
Frequent
Visitors
28%
Infrequent
Visitors
18%
27%
20%
9%
15%
7%
8%
6%
5% 2% 5%
7%
3% 2%
2%
2%
5%
12%
15%
Photo Phone Cases
Exclusive competitor visitors are more are 6x and 2.5x more
popular for T-Shirt
than twice as likely to searchamongst the exclusive competitor
visitors than two
Printing and Business Cards than thefrequent and infrequent
visitors respectively
Client website visitor segments (similar to
Exclusive
Competitors
Visitors
UK))
4%
23%
17%
3%
15%
1%
11%
Business Cards
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5%
12%
9%
Photo
Phone
Case
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30. Insights Driven Product Strategy
 Photo books are more popular within Client visitors than Exclusive Competitor
Visitors in all three markets. However, US is a completely different market as
photo books are not as popular in general.
 Photo Phone Cases, T-Shirt Printing and Business Cards are more popular
amongst the exclusive competitor visitors than the two Client visitor segments
- potential product gaps (common theme across both markets).
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31. Regional Distribution of Frequent Visitors
Frequent visitors are more likely to be found on East coast of US
Frequent Visitors
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32. Big Data Practice – Closing Remarks
Start with a
problem
Focus on solution
Distributed data
Be agile
Actionable insights
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• Start with the problem that needs to be solved /
outcome that needs to be achieved
• It’s not only about data size and speed
• Big Data does not mean all data needs to be
stored in one place only
• Start with simple solution design and be ready
to scale the design when needed
• Without proper processing and interpretation
talents, Big Data is just taking up space
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33. Questions?
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