Big Data for Market Researchers and Competitive Intelligence Professionals

When you have “all” the data…

…you no longer have to “punt” on the hard

questions…

Squeezing the Internet…

“Data is so widely available and so strategically important that the scarce thing is the knowledge to extract wisdom from it…” Hal Varian – Google’s Chief

Economist

Technology – Driving Big Data

Storage and Compute Trends Cloud Based Storage and Compute – Amazon, Microsoft,

Google, etc.

Visualization Products Tableau, Splunk, Gephi

Specialized Database Platforms Hadoop and it’s various flavors (Cloudera / Hortonworks, Pivotal,

etc.)

Examples of Big Data

Macy’s Reduced the time to price items from 27 hours to 1 hour.

Using products like Tableau / Cloudera, etc.

Sears Calculating price elasticity across 12.6b parameters

Morton’s Customer Monitoring

Tuxedo Clad Waiter meeting a customer at the airport with their favorite steak.

Michigan School of Business Analyzed 50,000 annual reports using the Gunning Fog index.

Companies that used more complicated language were more likely to fail / have lower earnings, etc.

Volume Examples: 6 billion people with cell phones, 2.3 Trillion GB’s of data are

created each day, 90% of all the data ever created was created in the last 2 years.

Velocity Examples: Modern cars have 100 sensors, 1TB of trade information captured

by the New York Stock Exchange during each trading session

Variety 30 billion pieces of content are shared on facebook each month, 420m

wireless health monitors, 90% of the data created by organizations is unstructured data.

Complexity The problems that can be expected to arise when trying to process this

much data.

What Big Data Means…Just a few thoughts…

http://spoken.typepad.com/.a/6a01157036a7d4970b01b7c6d3b564970b-pihttp://www.bigdata-startups.com/3vs-sufficient-describe-big-data/

But given……you’re not

personally going to implement a Hadoop cluster

tomorrow….

Let’s look at this from

another…

that…of a researcher…

Big DataIf you have

“all” (or nearly all) the data it changes how you tackle a problem…

Here’s an example…

“Where is the competitor sales team – footprint,

coverage, etc.?”

Who makes up the competitor sales team –

backgrounds, etc.?

Example KIQ’s

Old School Approach…

Talk to Fred, Mary, Stan, and Joan…

Ask them what they know about the competing sales team

They worked there – 4 years ago or so.

Small Data = Talk to Fred, Mary, Stan, and Joan

Big Data = mine social.

Big Data Approach = LinkedIn

Ask yourself these four questions: How many people lie about where they work

on LinkedIn?

How many people lie about their job “role” on LinkedIn?

How many people lie about where they live on LinkedIn?

In your industry, how likely is it that a sales rep has a LinkedIn profile that is kept moderately updated? In other words is updated when they change jobs?

If the answer to the first three is None, Extremely Limited, Very Limited.

And the answer to #4 is nearly 100% (or even 90%) – given these are sales folks.

Mining LinkedIn’s Big Data is going to be a much better approach than talking to Mike, Stan, or Mary.

LinkedIn - Stats

Number of LinkedIn users in the US 100m

Total number of LinkedIn Groups 2.1m

Number of Countries with a “localized” version of LinkedIn 22

Number of new LinkedIn members every second 2

“Don’t be a data pessimist be a data

scientist.”Sean Campbell

3 Competitors - Data Analytics MarketOrg Structures: Employee Title Breakdowns

Engineering/IT

33%

Sales/Marketing

21%

Consult-ing9%

Oper-ations11%

Support7%

Research6%

Edu-cation

4%

Admin5%

Entrepr.3%

Engineering/IT

33%

Research13%

Admin12%Oper-

ations10%

Sales10%

Consult-ing8%

Edu-cation

6%

Support5%

Media3%

Engineering/IT

30%

Sales22%

Other11%

Consult-ing9%

Oper-ations

9%

Market-ing8%

Support8%

Research4%

3 Competitors - Data Analytics MarketIndustries they Target…

Military24%

Defense & Space23%

International Af-fairs6%

Computer Software

5%

Secu-rity and Inves-tiga-tions4%

Oil & Energy

3%

Other35%

Com-puter & Network Security

21%

Telecommunica-

tions11%

Internet10%

Computer Network-ing8%

Financial Services7%

Banking3%

Other39%

Internet19%

Telecommunica-

tions13%

Financial Services

11%

Computer & Network Security

6%

Research6%

Defense & Space

5%

Informa-tion Ser-

vices5%

Banking5%

Other30%

*”Other” category includes industries making up less than 5% of each company, and includes education, healthcare, retail, computer games, and marketing

The Rules…

Look at web properties – especially those with millions of users – as DATABASES first

Then see what type of search and visualization tools these sites provide

Test for Significance Test for Noise Focus on the portions of the

DATABASE that are likely to yield statistically significant results

When the amount of data that you need to extract becomes too much to handle find yourself the: API

And a Programmer

Here’s another

example…

“Given customer research, research, research (on the

web) before they contact or buy…”

“What is the web “signal” around my competitor?”

Example KIQ’s

Mining Web Metrics…

…another example

What’s happening out there?

Consumers Consult an average of 10.4

sources before making a decision - Google ZMOT Study

Businesses B2B buyers get 57% of the way

through the sales process before talking to a sales rep – Corporate Executive Board

“In Tech (and many other industries), the digital marketing

funnel has taken over at least 50% of the traditional sales

funnel…”

Sean Campbell

What does this mean?

Customers don’t start here…

They start here…looking at your content, your website, your webinars, your newsletters, your outreach, etc.

Google Trends - Windows

Google Trends – Wearable Tech

Google Trends - CRM

Terminology - Matters

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Philip

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Spain

Italy

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Fran

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Malay

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Taiw

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Japa

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Swed

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Cana

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Germ

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Unite

d Ar

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mira

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Norway

Unite

d St

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Switz

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Hong

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20

40

60

80

100

120

Veeam

Backup Exec

ARCserve

Regional Interest – 3 Enterprise Backup Solutions

Source: Google Trends

3 Competitors - Data Analytics MarketSearch Trends (Leading Indicator of Growth)

3 Competitors - Data Analytics MarketGlobal Footprints

Regional – Windows Phone

It’s always been a database…now go use it like one…

5,922,000,000 Number of Google Searches Per

Day (2013)

2,161,530,000,000 Annual Number of Google

Searches Per Day (2013)

The market reality is out there…

…you just need to SEARCH for it…

“Unless you try to do something beyond what you have already mastered, you will never grow.”

Ralph Waldo Emerson

At www.cascadeinsights.com Going Deep with the Internet Getting Deep with Humans

Go To: www.cascadeinsights.comClick Resources on the main nav. Then Download:

eBooks

Podcast Episodes

Best practice presentations

Inbox Education Series, etc.

Contact Info: sean@cascadeinsights.com

How do I get the eBooks, etc.?Step by Step

Cascade InsightsAbout your presenter and this talk…

Cascade InsightsInsight that drives better decision making…

Cascade Insights provides competitive and market intelligence to B2B high-tech hardware, software, and services companies so they can: Handle the Competition Capitalize on New Opportunities

Demographics Founded in 2006 Based in Portland, Oregon Core Team of Analysts + a collection of “booster

rockets”

Cascade InsightsWho we are…

Focused on “Decisions Impacted” On every project we grade ourselves on how many decisions we were able

to impact – whether this is telling you to go ahead, change course, or stop.

Not an Army, but a “Strike Team” We’re small enough that everyone here knows your name, your project, the

objectives you’re trying to achieve, your business and your tech.

Tech - 24/7 It’s more than likely that we’ve been talking about the competitor or trend

you want us to focus on, before you even called us, as we focus on B2B Tech – 24/7

We take on two types of projects Competitor Focused – the competitor has or is about to do something

Market Focused – the market is moving, and competitors (and you) need to follow

Product Management / Planning Leaders We help you answer questions about customer key buying criteria, what features

you need to add to your next release, and which ones you should de-invest in.

Marketing Leaders We help you build a competitive Go To Market Strategy, build outreach that

resonates with your target market, and help you craft “data-driven” compete campaigns and positioning.

Sales Leaders We help you understand why you are winning, losing, and what’s really happening

with all those Dead No Decisions (DND’s).

Strategy Teams We help you see where the market is headed so you can more effectively assist

your peers in product management, marketing, sales, and those in executive leadership roles.

CI, MI, and MR Teams We help you drive better decision making throughout the organization and we

assist you in partnering with product management, marketing, and sales.

Cascade InsightsWho we help…

Some of our clients…

The “Competitive Intel” Podcast Available on iTunes, Stitcher Radio, etc.

Episodes have covered topics such as mining modern data sources and effective research methods, analysis topics, etc.

Going Beyond Google: Gathering Internet Intelligence – 5th Edition Our book focused on mining modern data sources

Listed as a must read by the Strategic and Competitive Intelligence Professionals society as early as it’s 1st edition.

Voice of the Competitor (VOTC) The importance of talking to competitor customers, partners, and influencers.

eBook available on our site

To learn more about any of the above go to: www.cascadeinsights.com/resources

CI Thought LeadershipA few resources…