Big Data for Marketers

About Me

Michael Miller Digital Brand Strategist Pierpont Communications

BIG DATA?What is

What is Big Data?

Data sets that are so large and complex that it becomes difficult to manipulate with standard methods.

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What makes data BIG?

102 million Americans did 18.5 billion searches/month in 2011. !

Due to the proliferation of connected devices and services data production will be 44 times greater in 2020 than it was in 2009.

Where is this data coming from?

Transactional data - Purchasing behavior - Online behavior

!Machine data - Home, personal & wearable electronics - Enterprise systems

!Social data - Facebook likes, retweets, YouTube videos, etc.

Why should I care?

Americans are only willing to wait an average of 37 seconds before they abandon a customer service call that they made themselves. !Their patience grows even thinner when visiting websites. In fact, the average site visit only lasts about 10 seconds.

Why should I care?

So the question as a marketer then becomes, “How can I grab the attention of my site visitors in less than 10 seconds?” !

The answer is: DATA.

How does data make you smarter?

Data is the business intelligence to improve your ROI. - Social conversation & sentiment - Brand affinity - Demographics insight - Marketing campaign awareness - Buy vs. browse intent

Measure & Optimize

Your web analytics already aggregates performance, demographics and search data.

Where should a marketer start?

What’s analytics data good for?

Conversion Optimization - Identify over/under-performing channels - Compare cost per acquisition (CPA) across channels

!Improve messaging - Revealing user intent: Buy vs. Browse

- BMW dealer Austin vs. BMW X5 !

Testing & Targeting - Sales funnel: Rubbernecking vs. Research

How can data be integrated?

Brands struggle to connect behavioral insight to their communications and marketing efforts. !- Understand how visitors engage !- Analyze the content and the engagement path that drives conversion !- Create a smarter experience for your customers based on their behavior or digital body language.

Recommendations

Start listening Look deeper Get smarter Test. Rinse. Repeat.

Start Listening

Analyze the behavior of your site visitors.

Data should inform everything you do.

Look deeper

Compare performance across channels. !

Look deeper

Identify opportunities. !

Get Smarter

Create content to fill those gaps. !

Test. Rinse. Repeat.

Recommendations

Start listening Look deeper Get smarter Test. Rinse. Repeat.