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This web briefing explores how marketing organizations can cope with the onslaught of data from the web, social media, point-of-sale and back-end systems by using an innovative Big Data technology that can optimize impact assessment, attribution, prediction and forecasting in a multi-channel environment.
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Digital Marketing Analytics: Put your data to work
@Kognitio @BizVizWiz
Join the discussion: #DigiMkt
Slides on SlideShare: http://www.slideshare.net/Kognitio/kognitio-avs-digital-marketing-analytics-webinar
Digital Marketing Analytics: Put your data to work
www.kognitio.com
www.avs.com
@Kognitio @BizVizWiz
Join the discussion: #DigiMkt
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Slides on SlideShare: http://www.slideshare.net/Kognitio
Nigel Sanctuary
@Kognitio
Steve Sukman
@BizVizWiz
An introduction to in‐memory analytics and data visualization technology for the marketing industry
Slides on SlideShare: http://www.slideshare.net/Kognitio
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Digital Marketing Analytics
Addressing the challenges of digital marketing and its context
Addressing the challenges presented by packaged solutions
Addressing the Challenges presented by collecting and using digital marketing data
Visualising the insight and impact of digital marketing
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Managing the customers digital presenceCampaign dataWebsite traffic data Call center data Revenue data
Data warehouse
Data assembly Analytics Data visualization
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Analysis Server
Case Study: (Not Nike, but just as big)
MPP Analytical
Data Platform
MPP Analytical
Data Platform
Collection Server
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Expanding the scope
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Expanding the breadth
Operational Actions
Sales Transactions
Web Activity
Competitor advertising
Season
Market Conditions
Fuel Prices
Unemployment rates
Other economic factors
Consumer Confidence
Attribution
OptimisationAllocation
1 2 3
Business Outcomes
Consumer Response
SearchOnline ChatterStore VisitsPurchasing
Unit SalesRevenueMarginsService StandardsCustomer Lifetime Value
Marketing Actions
Native content
Social Media
Paid search
Online display
Mobile Apps
Earned Media
Pricing
Promotions
Customer service
Broadcast
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The reality of the digital footprint…
Complaints
CRM
Shipping
IVRWeb Server
CRMACD
A Single Customer
Leaves a big footprint
Campaign Server
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A shift in scope for Digital Marketing AnalyticsNeed a Solution: Marketing/Brand/Merchandising Executive Need a Platform: Data Analysts/Marketing Analyst
SOCIAL MEDIALikes
Sentiment
ADVERTISINGOn-line
PrintOutdoor
…
WEB TRAFFICPage Clicks
Audience overview
Segmentationreports
CONVERSIONSOffersLoyalty
Subscription
IN-STOREDisplay
Cross-sellUp-sell
SALESeCommerce
PoS…
• LOB Solutions analytical teams• Marketing Analyst Boutiques• Advertising/Media Buying Agency
WEB Journey
Integrated journeys
Digital Marketing Analytics
Typical user community
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This means….
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Digital Marketing needs Granularity
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Basic vs. sophisticated insight and opportunity
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…data volume challenges
Website Activity
Campaign Data
Contact Centre Activity
Point of Sale Activity
Dat
a Vo
lum
e
Time
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…Integration Challenges
Operational Actions
Sales Transactions
Web Activity
Season
Market Conditions
Fuel Prices
Unemployment rates
Other economic factors
Consumer Confidence
Marketing Actions
Print Ads
Direct Mail
RadioNative content
Social Media
Paid searchOnline display
Mobile Apps
Earned Media
Pricing
Promotions
Customer service
Television Ads
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Managing the customers digital presenceCampaign dataWebsite traffic data Call center data Revenue data
Data warehouse
Data assembly Analytics Data visualization
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The enabler is In Memory MPP
Data
Queries
CPUs
CPUs
CPUs
CPUs
Every core working on every query
Data equally distributed across the servers
In memory Massively Parallel Processing
Server 1
Server 2
Server 3
Server 4
Designed specifically for complex analytics
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A solution for managing the customers digital presence in your business
Campaign dataWebsite traffic data Call center data Revenue data
Data warehouse
Data assembly Analytics Data visualization
Visualization doesn’t always
produce insight.
22
Dashboards can be dangerous
AVS positioning: Any data, any solution, any platform
BI
WAREHOUSE
SOCIAL WEB METRICS
ERP CRM
CAMPAIGN
DOW/STOCK
SUPPLY CHAIN FINANCE
POS
INVENTORY
PACKAGED SOLUTIONS
ANALYTIC APPS
MOBILE APPS
TOUCH APPS
AVS CONFIDENTIAL
Start here
Finish here
Produce answers—not questions
Break the rules and think outside the chart
AVS 1999
What appears on the surface
AVS 1999
Can easilyhide insight that liesbeneath
DATA
KOGNITIO
ANSWERS
AVS
If this is what your business looks like, this is how you should visualize it.
AVS 2004
Think outside the chart
Answers by AVS live here:
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What did we see?
• Capability is not available from a simple package
• Visualizing “Big Data” goes beyond the chart
• The Cloud minimizes time to value
• Predict: Look forward, not just back
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Put your data to work • Start with the data you already own
• Getting started is easy & more affordable than you think:
Dive into the data you have
Discovery Workshop
Proof of Concept: pilot project
Turn‐key approach: 60 days to success
Digital Marketing Analytics: Put your data to work
www.kognitio.com
www.avs.com
@Kognitio @BizVizWiz
Join the discussion: #DigiMkt
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