marketing with big data
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© Copyright 2013 Holler Sydney. All Rights Reserved
Marketing withbig dataAuthor: Vlad Ivanovic
Image credit: http://www.economist.com/node/15579717
© Copyright 2013 Holler Sydney. All Rights Reserved
Agenda1. Business context
2. Definition
3. Tools & practices
4. Getting started
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1. Business context
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*Fournaise Group 15 June 2011
73% CEOs – “marketers lack cred”
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Fragmented media
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The age of the customer
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Value of CX
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2. Definition
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Marketing with big dataApplying the scientific method to your marketing communications in order to better understand your target audience.
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Observe
Scientific method
Hypothesis Test
Analyse data Conclude Disseminate
?
!
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*Andrew Chen
An agent of change
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The discipline Traditional marketing Growth hacking
Qualitative research A/B & multivariate testing
The big idea Hypothesis
The creative campaign The Minimal Viable Product (MVP)
Campaign planning Validation/iteration
Channel planning Scenario modelling
Eye balls User behaviour
Believe Understand
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Malleable
Components
Scalable
Repeatable
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Big dataWhen there’s so much data it’s difficult to store and analyse with traditional technologies.
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People ‘like you’ also like (KNN)
Big data outcomes
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Data management stack
Understanding
Insights
Access, reporting & action
Collection & storage
Purpose
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3. Tools & practices
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*Dave McClure
Metric categorisation Pirate metrics*
Awareness Views p/m p/target
Acquisition Cost acquire customer
Activation Activation p/view
Retention Engagements p/m p/customer
Revenue Customer lifetime value
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Hypothesis validation
AWARENESS Opp to see Recognition
ACQUISITION New site visitors Email sign up
ACTIVATION Form completion SEM CTR %
RETENTION Retention rate CS volume
REFERRAL +ve social sentiment Net Promoter Score
REVENUE Attributed sales Customer Lifetime Value
AWARENESS Opp to see Recognition
ACQUISITION New site visitors Email sign up
ACTIVATION Form completion SEM CTR %
RETENTION Retention rate CS volume
REFERRAL +ve social sentiment Net Promoter Score
REVENUE Attributed sales Customer Lifetime Value
1 2 3
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One customer view
Mobile
Website
RetailSocial
PR
Community
Search
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Month 1 Month 2 Month 3 Month 4 Month 5
Cohort analysis Campaign 1
Campaign 2
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3 lenses of activity
Time
Res
ourc
es Optimise
Scale
Test
70%
20%10%
Sus
tain
ing
inno
vatio
nD
isru
ptiv
e in
nova
tion
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4. Getting started
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Outline objectives & metrics
Marketing with big data steps
Outline data sources & storage
1 2 3Centralise and clean data
4Initial analysis & recommendations
Implementation Ongoing reporting & optimisation
5 6
© Copyright 2013 Holler Sydney. All Rights Reserved
Thank youVlad IvanovicDigital Strategist
Office +61 2 9469 5954
Suite 5, 30 Boronia StreetRedfern NSW 2016
vlad.ivanovic@hollersydney.com.au
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