Collaboratively developing the big data roadmap amongst key divisions

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  • !

    Collaboratively developing the big data roadmap amongst key divisions!

    Digital Marketing Dialog!January 25th, London!

    !

    !Luisella Giani!!

    @luisella!#DM_Dialogue!

  • Worlwide most popular colour for cars is WHITE.

    #DM_Dialogue!@luisella!

    2015. What colour 35% of buyers prefer?

    11%!

    25%!NORTH!AMERICA!

    27%!

    25%!

    SOUTH!AMERICA! EMEA!

    19%!

    34%!

    APAC!

  • Why should you care about Big Data & data science ?!

  • STORYTELLING doesnt mean telling stories. Content shared must be true and autenthic

    TRUST

    SHARE

    PEERREVIEW

    COMPARE

    PURCHASE

    DECIDE

    EVANGELIZE

    RESEARCH

    SHARE

    DISCOVER

    SEARCH

    RESEARCH

    TRUST

    AWARENESS CONSIDERATION PURCHASE

    BUYER

    INFLUENCER

    Digital

    Peers

    Email

    Events

    Social Media

    Web/Mobile

    Company web/mobile sites

    Sales

    PREFERENCE

    LOYALTY

    ACTION

    AWARENESS

    CONSIDERATION

    Decentralised, mobile centric, micromoments driven Customer Experience!

    INBOUND

    Want to know

    Want to buy

    Want to do

    Want to go

    #DM_Dialogue!@luisella!

  • To understand my customers well enough to: !

    PR!!GAIN MORE VISIBILITY!

    PRODUCT!!DESIGN A BETTER PRODUCT FOR THEM!

    MARKETING!!BETTER TARGETING, CHANNELS PRIORITIZATION!

    ADVERTISEMENT!!OPTIMISE THE MEDIA INVESTMENT!

    CUSTOMER SUPPORT!!OFFER THEM A BETTER SUPPORT!

    SALES!!MAKE THEM AN OFFER THEY CANT REFUSE ( PRICING&PRODUCTS)!

    #DM_Dialogue!@luisella!

  • Data-driven product decisions!

    Netflix was the only network that said We believe in you. Weve run our data, and it tells us that our audience would watch this series. We dont need you to do a pilot !!Kevin Spacey, actor and producer producer !

    #DM_Dialogue!@luisella!

  • Customer segmentation!

    #DM_Dialogue!@luisella!

  • #DM_Dialogue!@luisella!

    !Common cold and other upper respiratory tract infections!!Last 28days! !

    www.patient.co.uk/local-map!

  • Infographics are now a standard content marketing toolkit. Win on data visualizations driven by ORIGINAL data. You have access to more data than even before.Use it for top-notch marketing, dont tuse it only for internal decision making, dont treat your data like a state secret.!

    Data visualization for content marketing!

    #DM_Dialogue!@luisella!

  • Perfect targeting !leading to privacy invasion and negative image?!

    My daughter got this in the mail! he said. Shes still in high school, and youre sending her coupons for baby clothes and cribs? Are you trying to encourage her to get pregnant?!

    The manager apologized and then called a few days later to apologize again.!

    I had a talk with my daughter. Shes due in August. I owe you an apology.!

    #DM_Dialogue!@luisella!

  • Hyper personalization!

    My Starbucks Rewards Program, +28 percent YoY! 10.4 million members in the US alone Q3 2015

    #DM_Dialogue!@luisella!

  • Big Data is the amount of data that doesnt fit on your machine. !

    #DM_Dialogue!@luisella!

  • There are several use cases in different sectors like Retail, Healthcare, E-Commerce.!

    73%! of companies Invested or Plan to Invest in Big Data in the Next Two Years - Gartner Survey!

    Big Data and data science !arent only for Facebook and Google. !

    eCOMMERCE RETAIL NEWS HEALTHCARE LOYALTY BANKING

    #DM_Dialogue!@luisella!

  • #DM_Dialogue!@luisella!

    Big Data: Volume!

    Exabyte!until 2007 it was just a theoretical concept. Currently data, information and knowledge are created and collected at a rate rapidly approaching the exabyte/year range. !

    Library of Congress: estimated to hold 10 terabytes of data in all printed material. Audio, video and digital materials estimated between 3 and 20 petabytes.!

  • #DM_Dialogue!@luisella!

    BIG DATA: range volume of exabytes, exceeding the capacity of current online storage systems and processing systems. !

    STORAGE and DATA TRANSPORT are technology issues, solvable in the near-term, but represent longterm challenges. !

    Big Data handle the exponential growth of MACHINE-GENERATED DATA: humans arent fast enough to outpace an old relational database.!

    Big Data: Volume&Velocity!

  • #DM_Dialogue!@luisella!

    of worlds data is still unstructured.!

    Volume!

    Variety!

    Velocity!

    Complexity!

    Value!

    Big Data: Variety!

    80%!

    COLOR SOFTWARE

    BUSINESS INTELLIGENCE WEBSITES ERP

    PICTURES, VIDEO

    eCOMMERCE CAMPAIGNS SOCIALMEDIA CUSTOMER SUPPORT CRM

    It cant easily be put into relational databases, !e.g. pictures, video, social media updates. !

  • Big Data tools and frameworks - Hadoop, Spark- are needed to leverage the power of analytics on large scale.!

    42!#DM_Dialogue!@luisella!

    The Hadoops guide to the Galaxy!

    BUT HADOOP IS NOT

  • #DM_Dialogue!@luisella!

    Not Big Data if!

    Generated through HUMAN DATA ENTRY. !

    OPERATIONAL DATABASE. CRM is never Big Data, and ERP is never Big Data.!

    Fit just fine in a MYSQL DATABASE. Even if a lot of RAM is in it, its still not Big Data.!

  • #DM_Dialogue!@luisella!

    Big Data meets Thick Data!

  • #DM_Dialogue!@luisella!

    BIGDATATechnologies for storing and retrieving data characterized by Velocity, Volume, Variety (Gartners 3Vs) plus Value and Complexity.!

    Big, Small, Thick, Smart Data!

    SMALLDATA

    THICKDATA

    SMARTDATA

    Doesnt require machine learning. Good tracking systems and segmentation of your data can produce huge results. !

    Ethnography. Aim to understand intentions, emotions, feelings that underpin the customer experience. !(Tricia Wang)!

    Analytics. Bigger isnt always better. Aim to filter out the noise and hold the valuable data, to solve effectively business problems. (Veracity, Value).!

  • #DM_Dialogue!@luisella!

    and Thin, Long, Little Data!

    THINDATA

    LONGDATA

    LITTLEDATA

    Big Data without Ethnography. Limited to a context but only quantitative. E.g. iBeacons data streams, proximity-based but not providing marketing insights.!

    Data with historical context. Big Data looks at a timeframe of 5 years or less across different channels. Long term view (10, 20, 30 years) to better connect with customers and understand long term trends.!

    Personal quantified data. Provided by portable devices (Jawbone, Fitbit). Little Data is controlled by individuals. Companies grant permission for individuals to access Big Data, while individuals grant permission to organizations to access Little Data. !

  • #DM_Dialogue!@luisella!

    Making sense of Data!

    1!Dont forget Small Data while focusing on Big Data and new technologies. Many companies are not getting yet full advantage of matching data contained in relational databases to solve business problems.

    2!Dont forget that your consumers are Humans. Aim to understand the why and how: their intentions, emotions, feelings in the context (Thick Data).!

    3!Making Data Actionable (Smart Data) means also building a good framework for getting insights applicable to daily business decisions. !

  • !Company level!

    Order (cans) !Delivery (cans)!Stock (volume)!

    Ingredient_cd!Layaway!

    !

    Company level!Color info!

    Ingr. Volume!Timing info!

    Correctness!Measurements!

    Painter!Layaway!

    Company level!Color info!

    Formulation!Measurements!

    SETTINGS! STOCK! JOB! PRICE! JOBCARD! PERS. FORM!

    What is relevant?!Data from Color Retrieval software!

    #DM_Dialogue!@luisella!

  • 6.5 million visit/month!Each visit clicks, time spent on site, pages visit etc !

    3MB average visit data size !702 terabytes monthly

    WEBSITES

    8 terabytes data/day processed!500 million tweets/day !60 characters average tweet!30GB of text content/day analysed. !0.5% of 8 terabytes. !!

    TWITTER

    ONLY A SMALL FRACTION OF DATA IS USEFUL FOR GENERATING ANY NON-TRIVIAL INSIGHT. !

    #DM_Dialogue!@luisella!

  • Framing the right question!

    A. Einstein!

    If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.!

    #DM_Dialogue!@luisella!

  • #DM_Dialogue!@luisella!

    THE DREAMER !

    THE REALIST!

    THE CRITIC!

    THE HELPER!

    The Disney brainstorming method!

  • #DM_Dialogue!@luisella!

    OPTIMISE SALES ROUTE,PREDICTIVE ANALYSIS! Give me the customers in EMEA who spent !+200K/month (all sales channels: ecommerce, callcenter, sales account) who were visited at least once by a sales account! during the latest 3 months .!

    OPTIMISE FUNNEL CONVERSION -MARKETING! Give me the volume spent on eCommerce of the top costumers having the highest adoption rate for new products during the last 3years in Germany and France.!

    CUSTOMER SEGMENTATION, PREDICTIVE SUPPORT!Give me the complains rate about the new product sold in the last year against the rate of formula adoption (customer ordered exactly the formula indicated by the color tool). !

    Prioritize key questions for each team!

  • STORYTELLING or COTENT MARKETING doesnt mean telling stories.

    Content shared must be true and autethic

    From Calcutta to Fontainebleau forest!

    SUPPORT!

    TRUST!

    SELF DISCIPLINE!

    Dont change people, change the smell of the place.(Prof. Sumatra Goshal)!

    CONTROL

    COMPLIANCE

    CONTRACT

    CONSTRA