Marketing with Big Data

© Copyright 2013 Holler Sydney. All Rights Reserved

Marketing withbig dataAuthor: Vlad Ivanovic

Image credit: http://www.economist.com/node/15579717


Agenda1. Business context

2. Definition

3. Tools & practices

4. Getting started


1. Business context


*Fournaise Group 15 June 2011

73% CEOs – “marketers lack cred”


Fragmented media


The age of the customer


Value of CX


2. Definition


Marketing with big dataApplying the scientific method to your marketing communications in order to better understand your target audience.


Observe

Scientific method

Hypothesis Test

Analyse data Conclude Disseminate

?

!


*Andrew Chen

An agent of change


The discipline Traditional marketing Growth hacking

Qualitative research A/B & multivariate testing

The big idea Hypothesis

The creative campaign The Minimal Viable Product (MVP)

Campaign planning Validation/iteration

Channel planning Scenario modelling

Eye balls User behaviour

Believe Understand


Malleable

Components

Scalable

Repeatable


Big dataWhen there’s so much data it’s difficult to store and analyse with traditional technologies.


People ‘like you’ also like (KNN)

Big data outcomes


Data management stack

Understanding

Insights

Access, reporting & action

Collection & storage

Purpose


3. Tools & practices


*Dave McClure

Metric categorisation Pirate metrics*

Awareness Views p/m p/target

Acquisition Cost acquire customer

Activation Activation p/view

Retention Engagements p/m p/customer

Revenue Customer lifetime value


Hypothesis validation

AWARENESS Opp to see Recognition

ACQUISITION New site visitors Email sign up

ACTIVATION Form completion SEM CTR %

RETENTION Retention rate CS volume

REFERRAL +ve social sentiment Net Promoter Score

REVENUE Attributed sales Customer Lifetime Value

AWARENESS Opp to see Recognition

ACQUISITION New site visitors Email sign up

ACTIVATION Form completion SEM CTR %

RETENTION Retention rate CS volume

REFERRAL +ve social sentiment Net Promoter Score

REVENUE Attributed sales Customer Lifetime Value

1 2 3


One customer view

Mobile

Website

Email

RetailSocial

PR

Community

Search


Month 1 Month 2 Month 3 Month 4 Month 5

Cohort analysis Campaign 1

Campaign 2


3 lenses of activity

Time

Res

ourc

es Optimise

Scale

Test

70%

20%10%

Sus

tain

ing

inno

vatio

nD

isru

ptiv

e in

nova

tion


4. Getting started


Outline objectives & metrics

Marketing with big data steps

Outline data sources & storage

1 2 3Centralise and clean data

4Initial analysis & recommendations

Implementation Ongoing reporting & optimisation

5 6


Thank youVlad IvanovicDigital Strategist

Office +61 2 9469 5954

Suite 5, 30 Boronia StreetRedfern NSW 2016

[email protected]