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A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc. A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n
Beyond Market Research – A New Look At Defining The Insights Sector
IIeX 2014 Harry Henry VP & Lead Analyst
June, 2014 Atlanta, GA
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
Agenda
The Information Industry
Traditional Market Research
An Expanded View
The Drivers
Good enough
An Ocean of Data
Controlling the Purse Strings
Where Researchers Fit
Asking Why
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A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
Outsell Overview: The Information Industry &
Market Research
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
Industry Ecosystem & Segments
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc. 4
$721
Billion
Total
Market
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
2014 Trends that Matter
Data and technology
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A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
Traditional Market Research part of the total picture
Traditional MR at $27 billion and growing at 3-4%
Total market at $50 billion with non-MR growing at 8%
IT Research
Traditional reports & services
Social Media analytics
Web analytics
Consulting firms
Communities/Panels/Software
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A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
Big Data Analytics – Marketing & B2B
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
Key Marketing “Big” Data Drivers
Growing ocean of data & web exhaust
Sales lead funnel approach is dead - all about web
traffic.
Advertising moving from segmentation and broadcast to
interests and activity.
Companies direct to customer fueling the need for more
data.
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A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
What Is Big Data – One Definition
“The world’s new natural resource” – IBM
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A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
Sharing & Data Exhaust
Data enhanced in real time across interactions
Cookies
IP address
Phone
Name
Social Security #
Credit cards
Give and get back!
E-commerce
Social media
•Pictures, location
•Relationship
•Opinions
Credit cards
• Purchasing habits •Food, health
Social Security
• Income, debt, assets
Mobile devices
•Location
Media
•Taste actors, genre
•Personalized news experience
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A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
A Big Data Marketing Example
How marketers have embraced big data
Marketers don’t have to wait for us to respond to an offer.
They track activity and provide targeted ads and content
In the US alone —
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7 Billion: Daily Text Messages
4 Billion: Daily Phone Calls
1.4 Billion: Daily Real-Time Verification Queries
5 Billion: Daily Ad Impressions
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
The Purse Strings
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2014 2013
Print -2.0% -3.0%
Digital 9.7% 11.5%
In-Person Events 2.3% 1.9%
TV, Radio, and Movies 2.9% 3.0%
Outdoor, PR & Other 0.9% -2.1%
Total 4.3% 4.2%
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
With Just One Identifier…
Mobile
Phone
Online
Cookie
Landline
Home Address
Address
TV
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A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
Source: IBM and Oxford University survey
Placeholder -- Big Data Sources
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A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
example - Autos and Big Data
Every car registered in every household forever
Activity and traffic feeding marketing models
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A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2014 Outsell, Inc.
About Outsell
Outsell, Inc. is the world’s only research and advisory firm focused solely on media,
information, and technology. We use a time-tested, quality-proven, top-secret blend of data,
brains, community, and pizzazz to produce extraordinary value for our clients. Elite
information industry executives from all over the world look to Outsell for trusted advice,
bold insights, and confidential access to exclusive intelligence and decision support. Outsell
has your back. You’ll stay more focused, save time, and grow revenue in a fast-changing,
global, digital environment, and sleep better at night. Guaranteed.
www.outsellinc.com
[email protected] Burlingame, CA · USA
+1 650-342-6060 London · United Kingdom
+44 (0) 20 8090 6590
The information, analysis, and opinions (the ―Content‖) contained herein are based on the qualitative and quantitative
research methods of Outsell, Inc. and its staff’s extensive professional expertise in the industry. Outsell has used its best
efforts and judgment in the compilation and presentation of the Content and to ensure to the best of its ability that the Content
is accurate as of the date published. However, the industry information covered by this report is subject to rapid change.
Outsell makes no representations or warranties, express or implied, concerning or relating to the accuracy of the Content in
this report and Outsell assumes no liability related to claims concerning the Content of this report.
