Ses london big data feb 2013

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  • 1. The Age of Big Data & TheModern MarketerJames Murray, Digital Insight ManagerSES London February 20132013 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Limited. Other products and company names mentioned may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without prior written permission of Experian Limited. Experian Public.

2. 2013 Experian Limited. All rights reserved.Experian Public.2 3. Big data is causing headaches for lots ofbusinesses The challenge is to link back as much information as possible to anindividual creating a Single Customer View. 2013 Experian Limited. All rights reserved.Experian Public.3 4. For those of you still thinking about 15 petabytes200 years of continuous HD video The total hard drive capacity of allcomputers made in 199630% of the entire writtenworks of mankind 2013 Experian Limited. All rights reserved.Experian Public. 4 5. What we know and will know about consumersis changingBut it needs to be linked to make sense 2013 Experian Limited. All rights reserved.Experian Public.5 6. Data linkage - Best guesses dont always workThe same pieces can tell totally different stories if not combined in a cohesive and consistent manner ! 2013 Experian Limited. All rights reserved.Experian Public. 6 7. 7 8. QuestionWhat was the most searched for gift this Christmas? 2013 Experian Limited. All rights reserved.Experian Public.8 9. Onesies! 2013 Experian Limited. All rights reserved.Experian Public.Image Source: http://www.independent.co.uk/voices/iv-drip/onesies-voted-worst-fashion-trend-of-2012-8381694.html 9 10. How do people search for Onesies online? Most popular animal onesies 5%12% 12% of Onesie searchesincluded the word men ormens more than twice asmany searches which included the word womensor ladies 2013 Experian Limited. All rights reserved. Source: Experian Hitwise data 12 weeks ending 8 December 2012. Wordcloud created in Tagxedo. 10Experian Public. 11. QuestionWhich month of the yeardo people search forcontact lenses the most? 2013 Experian Limited. All rights reserved.Experian Public.11 12. Why would people search for contact lenses inOctober? 2013 Experian Limited. All rights reserved.Experian Public.12 13. Image source: http://trueslant.com/michaelshermer/2010/06/09/everybody-lies-why/ 13 14. Cognitive dissonance we lie to make ourselveslook good 2013 Experian Limited. All rights reserved.Experian Public.14 15. The search bar doesnt judge you 2013 Experian Limited. All rights reserved.Experian Public. 15 16. How to searches 2013 Experian Limited. All rights reserved. Source: Experian Hitwise data 12 weeks ending 12 January2013. Wordcloud created in Tagxedo. 16Experian Public. 17. If you cant trust people, you can trust dataIn God we Trust......All others bring data Dr. W. Edwards Deming 2013 Experian Limited. All rights reserved.Experian Public. 17 18. Demographic data and multi-channel segmentationIntroducing Experians segmentation solution 2013 Experian Limited. All rights reserved.Experian Public.18 19. Example audiences we could createPeople travelling to Social shoppersNew YorkPeople living near Early adoptersyour storesFirst time mothers Healthy eatersPeople with 3 or more London commuters carsRecent retirees Basket abandoners 2013 Experian Limited. All rights reserved.NB: Audiences modelled on anonymised consumer data from Experian Hitwise and MOSAIC 19Experian Public. 20. Family Travellers & Luxury TravellersDefining unique segments Family TravellersLuxury TravellersOnline behavioural based Online behavioural basedsegment defined by peoplesegment defined by peoplesearching for family holidayssearching for luxury holidaysor making a visit to a familyor making a visit to a luxurytravel website such as:travel website such as: Disneyland Paris Secret Escapes Butlins Voyage Prive Away with the Kids Hayes & Jarvis Budget Family Breaks Kuoni Travel Tots Too Abercrombie & Kent 2013 Experian Limited. All rights reserved.Experian Public. 20 21. Where do Luxury travellers want to fly to?Expensive city breaks and Middle East resortsLuxury travellers are much less likely to search forcheap flights than theLuxury travellers are more average consumer. likely to search for flights tocity break destinations like Barcelona (10% more likelythan the UK average) andRome (25%) 2013 Experian Limited. All rights reserved.Source: Experian Hitwise data for 12 weeks ending 28 July 2012Experian Public.21 22. Where do Family Travellers want to fly to?Spanish destinations and the lure of Mickey Mouse With the attraction of Disney World familytravellers are 20% more likely than the average consumer to search for flights to Florida. Family travellers areprincipally interested inresorts in Spain.Malaga (+17%) andTenerife (+14%) are firm favourites. 2013 Experian Limited. All rights reserved.Source: Experian Hitwise data for 12 weeks ending 28 July 2012Experian Public.22 23. Where in the UK are Family and Luxury Travellers?Luxury travellers skew towards London and the SouthFamily TravellersLuxury Travellers 2013 Experian Limited. All rights reserved.Source: Experian Hitwise data for 12 weeks ending 28 July 2012. Maps drawn using Tableau.Experian Public. 23 24. Which channels work best for audience targeting?Family travellers respond better to search and social than Luxurytravellers Luxury travellers are 12%more likely than Family travellers to click throughFamily travellers are more from an emailengaged on social media 2013 Experian Limited. All rights reserved. Source: Experian Hitwise data for 12 weeks ending 28 July 2012. 24Experian Public. 25. What do family travellers watch on TV?What are people going to Like on Facebook? TV Shows searched forFacebook advertising can become a lotMoremore targeted and achieve higher CTR ifLikely Dr Who you know what your audience likes. Big BrotherCoupled with demographics and lifestyledata an ideal target for family travel ads Emmerdale would be 35-45 males, living in North WestEngland who Like Emmerdale. Biggest Loser Pointless The Only Way is Essex Coronation Street Deal or No Deal Primeval HollyoaksLessLikely This MorningData source: Experian Hitwise for 12 weeks ending 28 July 2012. TV shows are ranked by Index how likely family travellers 2013 Experian Limited. All rights reserved. are to search for the show compared to the UK population average.Experian Public.25 26. Key TakeawaysThere is no shortage of big data but being able to Data is pointless link disparate data sets together is a key challenge for Insight is everything businesses Big data is all about understanding the customer. Armed with this Everybody Lies knowledge you can start to be alot smarter about how youjust get used to that target and interactwith them 2013 Experian Limited. All rights reserved.Experian Public.26 27. Meet Lucy to find out more about how Experianbrings together big datawww.experian.co.uk/lucy 2013 Experian Limited. All rights reserved.Experian Public.27 28. Check out our websiteshttp://www.hitwise.com/ukhttp://www.cheetahmail.co.uk Or email me directly:james.murray@experian.com And Twitter:@Hitwise_UK@ExperianMtg 2013 Experian Limited. All rights reserved.2012Experian Public. 28