by Sandip Saha

Life of marketers

was…

Source: ABC, Once Upon a Time – Google Plus

Traditional View

Purchasing Funnel

Awareness

Familiarity

Consideration

Purchase

Loyalty

….simple

Source: Amazon, Little Miss Sunshine Paperback by Roger Hargreaves, Mckinsey

Then came change….. Source: Changeling, www.thefilmengine.net

World became

Mobile…

1.6B mobile broadband

connections globally

in Q1’13

Source: wirelessintelligence, impawards.com, UN, Time

7B 6B 4.5B

Global population Access to mobile Access to working toilets

1.84

6.58

Number of connected devices per person

2010 vs. 2020

….Social…

40% US adults feel more

comfortable interacting

online than in person

1.15 Billion+ users

500 Million+ users

238 Million+ users

60% Consumers say the

integration of social

media makes them

more likely to share

products/services

23%+ Marketers are investing

in blogging and social

media

Source: Social Network -Sony Pictures, Digital Insights, infographicb2b.com, Performics, PCWorld

…. & Cloudy

$131B 18.5%

Gartner public cloud services market forecast for 2013

Source: Cloudy with a chance of meat balls - Columbia Pictures' and Sony Pictures, Gartner, Amazon

IT - BYOD

50% of B2C and

36% B2B companies using

social for customer

services

HR - Productivity Sales - Customer Centricity

Boundaries started merging

Business 2 People

Source: Forbes, Tale of two cities movie - IMDB

61% of businesses feel social

is having a positive

impact on internal

structures (breaking

down silos)

40% Of devices used to

access business

application are

consumer owned

Examples

Autos

Personal computers

Skin care

Telecom carriers

Auto insurance

Journey became multi

24%

27%

32%

34%

37%

39%

51%

56%

Print/Outdoor

TV/Radio

Direct/Event

Mobile

Online Social

Online General

Retail

Offline Social 55%

60%

31%

19%

16%

24%

14%

21%

Shopper’s multi channel journey

Changing mix of channels used by shoppers

Brands getting added in consideration stage

Google’s study of Shopper purchase journey for 3,000

shoppers in tech, CPG, auto and finance found were 3,000

completely different paths

Source: Mckinsey, Google ZMOT

63

49

38

38

13

30

24

37

20

9

7

27

25

42

78

3.8

1.7

1.5

1.5

3.2

2.2

1

1.8

0.9

1.4

Initial Consideration Active Evaluation Loyalty Loop In Initial

Consideration set

Added in Active

Consideration

Share of purchases % Average number of brands

Simple became

Complex

Initial

consideration

Moment of

purchase

Active evaluation Information gathering, shopping

Postpurchase experience Ongoing exposure

Loyalty

Loop

A B C D

E F G H

C

E F H I J K

B

B

1

2

3

4

5

5

Source: Mckinsey

Alfred Pennyworth Analytical

Lucius Fox Technical

2 pillars for Transition from Bruce 2 Batman

Source: Warner Bros, DC Comics

Key-values Stores

Column Family Stores

Document Databases

Graph Databases

Technology advancements

NoSQL

customer

Metlife + MongoDB

• 360 degree view of a caller’s policy,

cutting across LOBs.

• Consolidate and simplify presentation

layer.

• Boost customer satisfaction and call

center productivity through a unified

application.

Graph database to manage its

customer organizational structures –

ability to model and query complex

data such as customer and account

structures with high performance

Graph database to build its next-

generation master data management

platform

Knowledge, Social and Interest Graph.

$215M Revenue by 2015

Breaking the notion of one true and

centralized way to store any kind of data

360°

Source: Breaking Bad,Metlife, marketwired, 451 group

•Fraud

detection

•Statistical

analysis

•Micro

customer

segmentation

•Time-series

analysis

•Pattern

Recognition

•Social media

analytics

•Behavioral

analysis

•Predictive

modelling

•Descriptive

modelling

•Text analytics

•Data mining

•Sentiment

analysis (NLP)

•Stochastic

optimization

Market Adoption

Mature Growing Nascent

Low

High

Co

mp

lexit

y

Analytics Landscape

Analytics advancements

1010 into $$$

respondents switched brand

loyalty - per Accenture

survey 2011

Cost of customer acquisition

vs. retention

5x

Potential increase in retailers’

operating margins possible

with Big Data Analytics

60%

lift in brand response

conversions by promoting

RealFlex running shoes with

video across all digital screens

higher sales a company using

predictive analytics can

achieve compared one who

don't

73%

use a

smartphone

& TV

together

81% 66%

use a

smartphone

& laptop/PC

together

66%

use a

laptop/PC &

TV together

identify

131%

deliver

Source: Nasscom, Google ZMOT, IBM, Accenture, The Transporter, fanpop.com

"I didn't invent the rainy

day, man." "I just own the

best umbrella." Quote by Jimmy Fallon playing Dennis Hope in the movie, Almost Famous

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