1. Big Data Innovation Summit Toronto - 2013 Presented by: Richard Carmichael Director of Digital Strategy and Social Innovation Aveda Canada @JustbeFRANK

2. Big Data Innovation Summit Toronto - 2013 3. Big Data Innovation Summit Toronto - 2013 Today, we all swim in a sea of data. 4. Big Data Innovation Summit Toronto - 2013 No matter what line of work you are in: Publishing, healthcare, retail, finance, food service 5. Big Data Innovation Summit Toronto - 2013 You and your business operate in a vast, swirling matrix of information 6. Big Data Innovation Summit Toronto - 2013 How many people are interested in your product? When do they show most interest? How much should you produce? Where, when, and how should you sell it? 7. Big Data Innovation Summit Toronto - 2013 Those are just a few of the first world problems we confront every day 8. 900,000,000 Big Data Innovation Summit Toronto - 2013 9. 900,000,000 The number of people in the world Big Data Innovation Summit Toronto - 2013 10. 900,000,000 Who live without access to clean water Big Data Innovation Summit Toronto - 2013 11. 900,000,000 And basic sanitation facilities like a toilet. Big Data Innovation Summit Toronto - 2013 12. 6kms Big Data Innovation Summit Toronto - 2013 13. 6kms The average distance women of all ages walk Big Data Innovation Summit Toronto - 2013 14. 6kms every single day in Sub-Saharan Africa Big Data Innovation Summit Toronto - 2013 15. 6kms just to fetch clean water for their families. Big Data Innovation Summit Toronto - 2013 16. Big Data Innovation Summit Toronto - 2013 17. Big Data Innovation Summit Toronto - 2013 18. Big Data Innovation Summit Toronto - 2013 19. Big Data Innovation Summit Toronto - 2013 20. Big Data Innovation Summit Toronto - 2013 21. Big Data Innovation Summit Toronto - 2013 22. Now those are some real problems Big Data Innovation Summit Toronto - 2013 23. Some lesser known circumstances faced by a huge population of the human race as revealed by Big Data Big Data Innovation Summit Toronto - 2013 24. And just a small sample of the many reasons we at Aveda Canada rally our people together every year to support Clean Water projects in Africa through the iwalkforwater campaign. Big Data Innovation Summit Toronto - 2013 25. iwalkforwater.ca Big Data Innovation Summit Toronto - 2013 26. In 2011: Big Data Innovation Summit Toronto - 2013 27. In 2011: Thanks to the dedication and commitment of our staff, the hard work of our network of independent and corporate owned salons and the generosity of our guests, friends and colleagues across the country, Aveda Canada raised about $425,000 for Clean Water Projects in Africa. Big Data Innovation Summit Toronto - 2013 28. In 2011: Thanks to the dedication and commitment of our staff, the hard work of our network of independent and corporate owned salons and the generosity of our guests, friends and colleagues across the country, Aveda Canada raised more than $425,000 for Clean Water Projects in Africa. Big Data Innovation Summit Toronto - 2013 About $80,000 of that was collected from donors online... 29. In 2011: Thanks to the dedication and commitment of our staff, the hard work of our network of independent and corporate owned salons and the generosity of our guests, friends and colleagues across the country, Aveda Canada raised more than $425,000 for Clean Water Projects in Africa. Big Data Innovation Summit Toronto - 2013 $80,000 of that was collected from donors online By over 2200 walkers from across Canada 30. In 2012: With 1500 walkers from Montreal to Vancouver, Aveda Canada and friends raised more than $530,000 for Clean Water Projects in Africa Big Data Innovation Summit Toronto - 2013 31. In 2012: With 1500 walkers from Montreal to Vancouver, Aveda Canada and friends raised more than $530,000 for Clean Water Projects in Africa Big Data Innovation Summit Toronto - 2013 Up by $105,000 (+25%) from 2011 32. In 2012: With 1500 walkers from Montreal to Vancouver, Aveda Canada and friends raised more than $530,000 for Clean Water Projects in Africa Big Data Innovation Summit Toronto - 2013 Up by $105,000 (25%) from 2011 $120,000 of that was collected online 33. In 2012: With 1500 walkers from Montreal to Vancouver, Aveda Canada and friends raised more than $530,000 for Clean Water Projects in Africa Big Data Innovation Summit Toronto - 2013 Up by $120,000 (41%) from 2011 $120,000 of that was collected online Up by $40,000 (50%) from 2011 34. Impressive? Big Data Innovation Summit Toronto - 2013 35. We thought so Big Data Innovation Summit Toronto - 2013 36. Big Data Innovation Summit Toronto - 2013 Aveda Canada outperformed all other countries in the Aveda Network Worldwide. 37. We raised 25% more money Big Data Innovation Summit Toronto - 2013 38. In the same 30 days Big Data Innovation Summit Toronto - 2013 39. With 700 fewer walkers Big Data Innovation Summit Toronto - 2013 40. Now that is Impressive. Big Data Innovation Summit Toronto - 2013 41. Or is it? Big Data Innovation Summit Toronto - 2013 42. With 32% fewer walkers than the year before Big Data Innovation Summit Toronto - 2013 43. We need to ask Big Data Innovation Summit Toronto - 2013 44. Is that an anomaly? Big Data Innovation Summit Toronto - 2013 45. Or the beginning of a trend? Big Data Innovation Summit Toronto - 2013 46. To look for clues, we went back to the data: Big Data Innovation Summit Toronto - 2013 47. And found another piece of startling insight Big Data Innovation Summit Toronto - 2013 48. Of the 1500 walkers Big Data Innovation Summit Toronto - 2013 49. A whopping 700 raised $0 Big Data Innovation Summit Toronto - 2013 50. A mere 800 walkers raised $530,000 Big Data Innovation Summit Toronto - 2013 51. Walker participation in 2012 was way down from 2011 Big Data Innovation Summit Toronto - 2013 52. Performance per walker was way up in 2012 from what it was in 2011 Big Data Innovation Summit Toronto - 2013 53. Big Data Innovation Summit Toronto - 2013 It is a good news - bad news kind of story 54. Big Data Innovation Summit Toronto - 2013 Meanwhile, back in Minneapolis 55. Big Data Innovation Summit Toronto - 2013 Aveda Corporate HQ had Big Plans for Canada in 2013: 56. Big Data Innovation Summit Toronto - 2013 And a huge challenge 57. Big Data Innovation Summit Toronto - 2013 Biggest ever Aveda Earth Month Fundraising Goal: $590,000 for 2013 58. Big Data Innovation Summit Toronto - 2013 Yikes. 59. Big Data Innovation Summit Toronto - 2013 Did I say Yikes? 60. Big Data Innovation Summit Toronto - 2013 Every year our fundraising goals get bigger and bigger 61. Big Data Innovation Summit Toronto - 2013 Yet despite our successes 62. Big Data Innovation Summit Toronto - 2013 Yet despite our successes it is getting harder and harder to compete against all of the other charity fundraising events out there. 63. Big Data Innovation Summit Toronto - 2013 And we have to do that with fewer and fewer walkers 64. Big Data Innovation Summit Toronto - 2013 $590,000 is an ambitious goal 65. Big Data Innovation Summit Toronto - 2013 To hit that mark, we were going to have to: 66. Big Data Innovation Summit Toronto - 2013 To hit that mark, we were going to have to: Increase walker participation 67. Big Data Innovation Summit Toronto - 2013 To hit that mark, we were going to have to: Increase walker participation Increase walker engagement 68. Big Data Innovation Summit Toronto - 2013 To hit that mark, we were going to have to: Increase walker participation Increase walker engagement And give them a set of tools designed to amplify their voices 69. Big Data Innovation Summit Toronto - 2013 The strategies we developed for 2013 were based on actionable insights generated from actual data as we analyzed it from previous years. 70. Big Data Innovation Summit Toronto - 2013 And so in January of 2013 71. Big Data Innovation Summit Toronto - 2013 We embarked on a journey 72. Big Data Innovation Summit Toronto - 2013 to create a plan 73. Big Data Innovation Summit Toronto - 2013 That would point us in the direction of $590,000 74. Big Data Innovation Summit Toronto - 2013 And on April 1, 2013 we kicked off Earth Month 75. To raise awareness and funds for Clean Water projects in Africa on behalf of Watercan/Eau Vive via iwalkforwater.ca: Big Data Innovation Summit Toronto - 2013 76. Big Data Innovation Summit Toronto - 2013 And on April 22, 2013 we walked for water 77. Big Data Innovation Summit Toronto - 2013 In cities across Canada 78. Big Data Innovation Summit Toronto - 2013 From Montreal 79. Big Data Innovation Summit Toronto - 2013 To Vancouver 80. Big Data Innovation Summit Toronto - 2013 And many points in between 81. Big Data Innovation Summit Toronto - 2013 So some of those women in Africa 82. Big Data Innovation Summit Toronto - 2013 So some of those women in Africa could be set free to be with their children 83. Big Data Innovation Summit Toronto - 2013 So some of those women in Africa could be set free to start their own businesses 84. Big Data Innovation Summit Toronto - 2013 So some of those women in Africa could be set free to go to school 85. Big Data Innovation Summit Toronto - 2013 So some of those beautiful people in Africa could have a chance at a better life. 86. Big Data Innovation Summit Toronto - 2013 You can tell by their smiles 87. Best Fundraising Effort Ever! Most Funds ever raised online (and off) for Earth Month Big Data Innovation Summit Toronto - 2013 88. Big Data Innovation Summit Toronto - 2013 At just under $285,000 in online donations we raised the highest watermark by more than $160,000!! (That is up 133% from 2012 online fundraising total of $120,000) 89. At $591,079 in total donations we met our goal and surpassed last year by more than $61,000!!! (That is up more than 10% from 2012) Big Data Innovation Summit Toronto - 2013 90. With 1567 walkers Every single one raised a minimum of $35 this year And many of them raised more than $250. Big Data Innovation Summit Toronto - 2013 91. Big Data Innovation Summit Toronto - 2013 That is a lot to be proud of 92. How did we do it? Big Data Innovation Summit Toronto - 2013 93. Big Data Innovation Summit Toronto - 2013 Through Social Innovation 94. The all new 30 Day Challenge inspired more people than ever to embrace and engage head on with Social Media to help with their Walk For Water Fundraising Campaigns One day at a time for 30 days. Big Data Innovation Summit Toronto - 2013 95. We harnessed the power of Instagram to engaged more people than ever in the process of defining what clean water means to them and sharing that message and photos with their friends and family for all of the world to see. Big Data Innovation Summit Toronto - 2013 96. Big Data Innovation Summit Toronto - 2013 97. Big Data Innovation Summit Toronto - 2013 98. Big Data Innovation Summit Toronto - 2013 99. New Pinterest Integration inspired more people to get creative and share water related content iW4W photos and messaging with family and friends on FB and Twitter Big Data Innovation Summit Toronto - 2013 100. Big Data Innovation Summit Toronto - 2013 101. Big Data Innovation Summit Toronto - 2013 102. Big Data Innovation Summit Toronto - 2013 103. Big Data Innovation Summit Toronto - 2013 Better engagement in the social channels = $591,080 We inspired more people to get creative and engaged. By sharing water related content, photos, videos, messaging and the AVEDA Earth Month mission with family, friends and the rest of the world, we demonstrate what is possible when everybody does their part. 104. Three important questions (That any of us could ask today) Big Data Innovation Summit Toronto - 2013 105. 1. With so many requests for time and money and only so much to go around How do people in the Finance and Marketing department work together to make sure we spend our limited resources on the things that drive the overall greatest impact for the business? Big Data Innovation Summit Toronto - 2013 106. 2. How do make sure that we stay ahead of the curve Big Data Innovation Summit Toronto - 2013 and continue to improve the performance of our marketing efforts while keeping our marketing spend under control? 107. 3. How do we make the best use of what we have Big Data Innovation Summit Toronto - 2013 so that we can more make effective business decisions based on fact instead of gut feeling? 108. Business Intelligence Big Data Innovation Summit Toronto - 2013 through the Humanization of BIG DATA: 109. Big Data Innovation Summit Toronto - 2013 Todays most successful marketing plans are fueled by data with personalization, relevancy and timeliness being important hurdles to clear along the way to better decision making. 110. Big Data Innovation Summit Toronto - 2013 Big Data? Yes, we have Big piles of Data We already collect tons of data and we already generate countless reports (an often tedious and time consuming process) to help us set goals and measure performance over time, but we still waste a lot of time, energy and other scarce resources on ineffective business practices and underperforming tactics: 111. Big Data Innovation Summit Toronto - 2013 Why? 112. Big Data Innovation Summit Toronto - 2013 Because for all of its hidden value, most of it goes unused 113. Big Data Innovation Summit Toronto - 2013 because it is either too hard to access 114. Big Data Innovation Summit Toronto - 2013 because it is either too hard to access, too hard to interact with 115. Big Data Innovation Summit Toronto - 2013 because it is either too hard to access, too hard to interact with or just too difficult for the average manager to make sense of it. 116. Big Data Innovation Summit Toronto - 2013 What to do about it then?? 117. Big Data Innovation Summit Toronto - 2013 How can we make more effective use of what we already have? 118. Big Data Innovation Summit Toronto - 2013 How do we? 1. take reams of disconnected data streams, 2. bring them all together in one place 3. simplify the way we look at it 4. make effective decisions about our business based on fact 5. Benefit form real insight generated from all of that data? 119. Humanize it. Big Data Innovation Summit Toronto - 2013 120. Turn that data into something that your people can understand. Big Data Innovation Summit Toronto - 2013 121. Turn that data into something that your people can interact with. Big Data Innovation Summit Toronto - 2013 122. Turn that data into something that your people can use. Big Data Innovation Summit Toronto - 2013 123. Data Visualization Big Data Innovation Summit Toronto - 2013 with 124. WTF? Big Data Innovation Summit Toronto - 2013 125. 2 6 4 6 5 3 4 2 1 6 5 4 3 2 4 7 5 8 0 6 4 6 5 3 4 9 1 6 5 4 8 6 4 6 5 3 4 2 1 6 5 4 6 6 8 5 3 7 5 8 2 5 0 6 8 7 6 9 2 5 4 8 6 8 6 4 6 5 3 4 2 1 6 2 1 6 4 5 4 6 9 5 4 6 5 9 5 8 6 9 6 5 3 4 2 1 6 5 4 6 8 5 8 6 4 6 5 3 4 8 5 6 8 9 6 8 9 7 9 4 6 5 3 7 0 1 6 3 5 4 3 2 7 6 4 9 6 0 9 7 8 6 1 5 3 6 7 5 5 8 4 2 0 4 2 6 4 6 5 3 4 2 1 6 5 4 3 2 4 7 5 8 0 6 9 6 9 3 9 2 1 6 5 4 8 6 4 6 5 3 4 2 1 6 5 4 4 6 8 5 3 7 5 2 5 0 9 8 7 6 5 2 5 4 1 6 8 6 4 6 5 3 4 9 2 1 6 5 4 6 1 8 5 8 6 4 6 5 3 4 2 1 6 5 4 6 1 8 5 8 6 4 4 6 5 3 4 2 1 6 5 4 6 4 8 5 6 8 7 6 8 6 7 8 4 6 5 3 7 9 0 1 6 3 5 4 3 2 7 6 4 1 6 0 7 8 6 1 5 3 6 7 5 6 5 4 8 6 4 6 5 3 4 2 1 6 5 4 6 8 5 3 7 5 2 5 0 6 8 7 6 5 2 5 4 6 8 6 4 6 5 3 4 2 1 6 5 4 6 2 8 5 8 6 4 6 5 3 4 2 1 6 5 4 6 8 5 8 6 4 6 5 3 4 2 1 6 5 4 6 0 8 5 6 8 3 4 2 1 6 5 4 6 7 8 5 8 6 4 6 5 3 4 2 1 6 5 4 6 5 8 5 8 6 4 6 5 3 4 2 Find the 9s Big Data Innovation Summit Toronto - 2013 126. 2 6 4 6 5 3 4 2 1 6 5 4 3 2 4 7 5 8 0 6 4 6 5 3 4 9 1 6 5 4 8 6 4 6 5 3 4 2 1 6 5 4 6 6 8 5 3 7 5 8 2 5 0 6 8 7 6 9 2 5 4 8 6 8 6 4 6 5 3 4 2 1 6 2 1 6 4 5 4 6 9 5 4 6 5 9 5 8 6 9 6 5 3 4 2 1 6 5 4 6 8 5 8 6 4 6 5 3 4 8 5 6 8 9 6 8 9 7 9 4 6 5 3 7 0 1 6 3 5 4 3 2 7 6 4 9 6 0 9 7 8 6 1 5 3 6 7 5 5 8 4 2 0 4 2 6 4 6 5 3 4 2 1 6 5 4 3 2 4 7 5 8 0 6 9 6 9 3 9 2 1 6 5 4 8 6 4 6 5 3 4 2 1 6 5 4 4 6 8 5 3 7 5 2 5 0 9 8 7 6 5 2 5 4 1 6 8 6 4 6 5 3 4 9 2 1 6 5 4 6 1 8 5 8 6 4 6 5 3 4 2 1 6 5 4 6 1 8 5 8 6 4 4 6 5 3 4 2 1 6 5 4 6 4 8 5 6 8 7 6 8 6 7 8 4 6 5 3 7 9 0 1 6 3 5 4 3 2 7 6 4 1 6 0 7 8 6 1 5 3 6 7 5 6 5 4 8 6 4 6 5 3 4 2 1 6 5 4 6 8 5 3 7 5 2 5 0 6 8 7 6 5 2 5 4 6 8 6 4 6 5 3 4 2 1 6 5 4 6 2 8 5 8 6 4 6 5 3 4 2 1 6 5 4 6 8 5 8 6 4 6 5 3 4 2 1 6 5 4 6 0 8 5 6 8 3 4 2 1 6 5 4 6 7 8 5 8 6 4 6 5 3 4 2 1 6 5 4 6 5 8 5 8 6 4 6 5 3 4 2 Big Data Innovation Summit Toronto - 2013 Do you see them now? 127. Traditional DATA the way we normally see it Big Data Innovation Summit Toronto - 2013 128. Another way to look at the same Data Big Data Innovation Summit Toronto - 2013 129. The exact same Data looked at in another way Big Data Innovation Summit Toronto - 2013 130. Big Data Innovation Summit Toronto - 2013 Wordcloud: Another way to look at Data 131. Big Data Innovation Summit Toronto - 2013 The world in 2013 132. Data Visualization: Big Data Innovation Summit Toronto - 2013 Aggregation of Analytics into a consolidated dashboard Allows you to make sound decisions about future activities based on insight generated from seeing actual data spread over time in a variety of different but extremely insightful ways 133. Big Data Innovation Summit Toronto - 2013 Three types of Data Visualization: 1. Statistical 2. Predictive 3. Spacial 134. Big Data Innovation Summit Toronto - 2013 Statistical Analytics: 135. Big Data Innovation Summit Toronto - 2013 Predictive Analytics: 136. Big Data Innovation Summit Toronto - 2013 Spacial Analytics: Locals vs: Tourists in New York 137. Big Data Innovation Summit Toronto - 2013 The dashboard we are just about to view presents lead generation and conversion data for a company that sells school technology across the US. 138. Big Data Innovation Summit Toronto - 2013 The Spreadsheet (Raw, unformatted data) Not very user friendly Limited Interactivity Difficult to leverage for insight 139. Big Data Innovation Summit Toronto - 2013 The organization spends a lot of money to generate leads and was unable to get the most effective information from Salesforce, where they record their customer activity. They exported the data into Excel and started performing analysis on the lead activity. 140. Big Data Innovation Summit Toronto - 2013 The Spreadsheet (data, flowed into charts in MS Excel) Better for looking at trends by variable, but static, not very interactive 141. Big Data Innovation Summit Toronto - 2013 3. Interactive Visualization Dashboard: The next pages you are about to see, are screen grabs from results generated by using a real time Visual Analytics Dashboard. Its the same data, presented in a completely different way... 142. Big Data Innovation Summit Toronto - 2013 This screen grab illustrates how we can visualize complex data and combine multiple data sources to create really great visualizations. 143. Big Data Innovation Summit Toronto - 2013 Leads generated and the state origin of the lead Product line Budget for lead generation activities Leads that converted Time between lead identification and initial contact The classification of each state in terms of priority The agent that generated the lead The marketing activity that generated the lead Primary data presented in the Visual dashboard: 144. Big Data Innovation Summit Toronto - 2013 Data created right in the dashboard: Conversion rate Budget expended to achieve leads and conversions Change in lead volume from week-to-week and year-over-year Proportion of leads in specific product areas Lead and conversion volume by day and week Lead and conversion volume broken down by various state demographics 145. Big Data Innovation Summit Toronto - 2013 This screen illustrates how with the right tools, we can drill down and interact with complex data visualizations to extract insight on the fly. 146. Big Data Innovation Summit Toronto - 2013 If you click on a specific state, the rest of the dashboard updates to show values for that state. 147. Big Data Innovation Summit Toronto - 2013 Notice how many leads are generated for each location (top right of dashboard), and how many were converted by state. 148. Big Data Innovation Summit Toronto - 2013 You can also see that when leads are followed up within 2 hours, versus 1 day or more that the conversion rate is much better. 149. Big Data Innovation Summit Toronto - 2013 1. Big Data can unlock significant value by making information transparent and usable by more people at higher frequency. 2. As we create and store more data, we can collect more accurate and detailed performance information on everything from inventory levels to sick days, and expose variability and boost performance. 3. Big Data allows increasingly narrower segmentation of customers according to profiles, retail buying patterns and behaviours and therefore provide much more precisely tailored products and services. 4. Sophisticated analytics can substantially improve decision-making based on discovery and insight . 5. Big Data can be used to improve the development of the next generation of products and services. There are five ways in which making use of big data can create value: 150. Big Data Innovation Summit Toronto - 2013 Visual Analytics should allow the consumer of that data to ask increasingly more detailed questions of the data as they acquaint themselves with the flow and engage in the stream of consciousness and central theme of the dashboard. Harvesting insight through Visualization 151. Business Intelligence through BIG DATA: While data can carry many important insights. Data does not do this by itself. If you really want to visualize and explore data, if you really want to discover new things, capture insight and tell important stories about what is happening inside all of that data, you are going to need a platform that will allow you to aggregate all your various sources of data in one place, connect all of the unconnected dots, and make sense of all that information in meaningful ways... Big Data Innovation Summit Toronto - 2013 152. By Humanizing Big Data with Visualization, the hope is that more people will actually start making use of all that data, rather than just collecting and storing it over time. Big Data Innovation Summit Toronto - 2013 153. Providing your employees with an environment where they can access and interact with live data directly to answer their own questions and on their schedule, from any device will one day become the norm. Big Data Innovation Summit Toronto - 2013 154. Business Intelligence through BIG DATA: There are 5 important steps organizations need to take (in order to build a new data blueprint for their organization that allows them to expose and leverage insight from existing data and advance forward successfully with effective decision making based on Visual Analytics of Real Time Data) Big Data Innovation Summit Toronto - 2013 155. 1. Establishment of Core Key Performance Indicators (KPIs) 2. Automation of the data collection and reporting process 3. Aggregation of all data sources into one central intelligence platform 4. Automated generation of timely, consistent and accurate reporting 5. View Data interactively in a variety of non traditional ways that allow directors to see outliers and trends over time that traditional methods of data analysis fails to reveal Big Data Innovation Summit Toronto - 2013 5 steps to get started with better BI: 156. BIG DATA Policy and procedures: There are 4 important steps firms should consider in order to ensure that the entire organization captures all essential data all of the time and fully leverages the insight to be gained from it to make more effective decisions over the long term Big Data Innovation Summit Toronto - 2013 157. 1. Development of an analytics Policy Guide and Training Manual 2. Knowledge Transfer to appropriate Directors, Managers and Staff 3. Automate the generation and distribution of relevant reports to department Leads so that they can access relevant insight any time, in real time from any internet enabled device. 4. Meet to review results and adjust ongoing strategies as necessary 4 steps to make Big Data part of your corp. culture: Big Data Innovation Summit Toronto - 2013 158. 1. Aveda Institutes with more complete and accurate analytics at every level, sales funnel optimization and Lead Generation is improved 2. Retail Sales: better list segmentation and cross pollenization of domains 3. Corp. Salon group: improved NGR and Client retention performance 4. Wholesale Group: better insight into performance relative to network education levels and engagement in digital marketing strategies 5. Marketing department has a much better understanding of what works and what does not in every market we participate. 5 Ways that Aveda Canada will benefit in fy2014: Big Data Innovation Summit Toronto - 2013 159. Client Profiling and List Segmentation: It is the automation of our CRM combined with List Segmentation that is going to help us do more with less and be more successful in the long term. Personalization, relevancy and timeliness are critical to our continued success. By seeking to better understand our clients and their behaviors we can communicate with them based on what is important to them and make better use of what we already know. Big Data Innovation Summit Toronto - 2013 160. FY14 desired outcome Measurability All marketing investment decisions will be made based on best available data and an informed perspective Big Data Innovation Summit Toronto - 2013 161. Big Data Innovation Summit Toronto - 2013 Measure, report, refine, repeat Our goal is to capture learnings from everything we do. Subsequent activities are to be customized based on relevance to our guests, customer behavior and patterns observed in data over time. 162. Big Data Innovation Summit Toronto - 2013 While not all marketing initiatives are going to be directly traceable to the bottom line, many are. Every single new campaign initiative we undertake in FY 2014 will have its impact traced and measured online and/or through the POS terminal. 163. Big Data Innovation Summit Toronto - 2013 All activities online and off will be optimized according to industry best practices, measured, analyzed and reported on weekly and/or monthly. 164. Big Data Innovation Summit Toronto - 2013 Questions? richard@avedacanada.com or connect with me on twitter @JustbeFRANK