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Marketers nowadays have access to larger pools of data and metrics than ever before. But data availability is only as strong as the conclusions marketers can draw from it– which in turn, are only as useful as the change they can affect based on those conclusions. In this presentation, Tjeerd Brenninkmeijer, CMO and co-founder of Hippo will discuss how marketers can make sense of “Big Data,” derive actionable insights and leverage them to drive engagement using Hippo CMS & Couchbase. Topics covered include: 1. Why “rearview mirror” data capturing may be counterproductive to your marketing strategy, and why you should be looking ahead. 2. Why smarter big data isn’t about more data but about asking better questions of the data available. 3. Examples of real-world companies who have made their data smaller, and smarter, in to derive business benefit.
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Hippo CMS
Gaining Actionable Insights out of Big Data
TJ - Tjeerd Brenninkmeijer
Co-founder & CMO at Hippo
@tbrenninkmeijer
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Hippo CMS
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Hippo CMS
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Hippo CMS
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Hippo CMS
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Hippo CMS
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Hippo CMS
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Hippo CMS
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Hippo CMS
Now
Vision
Future
Company
Visitors
Visitors
Company
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Hippo CMS
Dynamic Content Paradigm
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Hippo CMS
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Hippo CMS
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Hippo CMS
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Hippo CMS
Hippo in Brief
Open Source Java-based WCM platform
Personalized Experiences Across all Channels
Headquarters in Boston & Amsterdam
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Hippo CMS
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Hippo CMS
A brief recap of Relevance
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Hippo CMS
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Hippo CMS
Multi Channel Orchestration
Affiliates
and
PartnersSocial
Mobile
Web
Applications &
offline channels
Hippo
Repository
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Hippo CMS
Journey based Targeting
CUSTOMER JOURNEY
Situation
Anonymous
Persona
Engaged
Stages of Customer Intimacy
Accumulated Targeting Techniques
History
Known
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Hippo CMS
Holistic Relevance
Visitor Profile
HISTORY
Your existing customer data
Enrich with external data
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Hippo CMS
Registration
1) Visitor - entity making HTTP requests
2) Collector - records data about a visitor or his behaviour
Example: location collector (GeoIPCollector)
3) Targeting Data - all data about a specific visitor
Example: IP address is located in Amsterdam
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Hippo CMS
Matching
1) Characteristic - a type of fact about visitors
Example: "comes from a city", "experiences a type of weather"
2) Target Group - the specification of a Characteristic
Example: "comes from a European city", "comes from Amsterdam"
3) Persona - one or more target groups that describe a certain type of visitor
Example: "Jim, the European urban consumer", "Alice, the Pet owner"
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Hippo CMS
Real time analytics
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Hippo CMS
Architecture Hippo CMS
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Hippo CMS
Architecture delivery tier Hippo CMS
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Hippo CMS
Architecture delivery tier Hippo CMS & relevance
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Hippo CMS
Assessment criteria NoSQL
SCALABILITY
PERFORMANCE
MATURITY
REPLICATION
CACHING MODEL
CONSISTENCY MODEL
DATA MODEL
RELIABILITY
QUERY MODEL SUPPORT
MONITORING
SIMPLICITY
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Hippo CMS
Relevance Scoring
Scores of Personas &
Characteristics
X Y Z
1
2
Z
Scores of Personas &
Characteristics
X Y Z
1
2
?
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Hippo CMS
Solving the problem
Averages
1
2
2.1
1.7
1.2
Normalization
X Y Z
1
2
Z
2.1
1.7
1.2
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Hippo CMS
"We chose Hippo for one reason:Targeting content to consumers is paramount."
Laurent Vonach, Online Manager International Marketing, Weleda
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Hippo CMS
“We use relevance to get better candidates, by looking at the entry page, search terms, geo location and click behavior.”
Stephan Bon from Randstad
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Hippo CMS
“We created a digital experience that evolved around the citizen.”
Ruud Paulusse from the Dutch Police
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Hippo CMS
What’s next
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Hippo CMS
CMO <3 CIO
60%Big opportunity
52%We can’t do it
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Hippo CMS
OneFalse positive
TwoFalse negative
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Hippo CMS
“Patternicity: when the cost of making a Type 1 ErrorIs greater than making a Type 2 error”
Marketeerswired
Type one
errors
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Hippo CMS
Being Right isn’t always right
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Hippo CMS
Hippo is developing algorithms to find patterns in visitor
data that help marketeers understand how they can further
improve their visitor’s Web Experiences
Based on historical and real time data, the influence of
changes on visitor segments will be tracked and reported
back to the end user
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Hippo CMS
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Hippo CMS
A/B Test This
No, push live right
away
X
GO
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Hippo CMS
25% sees the old version (B) 75% sees the new version (A)
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25% sees the old version (B) 75% sees the new version (A)
Persona: Impulse
Buyer
25% sees the old version (B) 75% sees the new version (A)
Persona: Loyal
Customer
Did you know..?
You changed the homepage last week; which was awesome
for our Impulse Buyers. Their conversion went up a massive 23% !
But unfortunately - our Loyal Customers are really unhappy with
the change. Their conversion went down with 15%.. :-(
Hey, Martin - did you know?
So - do you want me to keep the change for Impulse Buyers but stick with the
previous version for Loyal Customers?
Yes NoActionable
Insight
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Question & Answers
Thank you so much for your time.
@oneHippo
www.onehippo.com
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