sempo big data & the new 4 ps

BIG DATA = BIG CHALLENGE

BusinessIntelligence

Mobile Analytics

Big DataAnalytics

SpecializedAnalytics

Automation

BI Applicatio

n Modeling /

Creation

Digital Analytics /

Web Analytics

Social Analytics

BI Data Visualization

Actuate

1010data

Adobe (Insight)

Advizor Solutions

Agile-1

Aha!

Alteryx

Adobe (Omniture)

Altosoft

Anametrix

Arcplan

Birst

Bitam

Board Intl

Cambridge Semantics

Cloud9Analytis

CYFE

Dimensional Insight Domo

EdgeSpring

Entrinsik

eQ Technologic

Flurry

GoodData

Google

IBM (Cognos)

IBM (Coremetrics)

iJento

InetSoft

Information Builders

JackBe

Jaspersoft

Jedox AG

KarmaSphere

KISS Metrics

Mixpannel

Klipfolio

Kontagent

Logi Info

Lyzasoftt

Metricly

Microstrategy

Moz Neolane

Neustar

Optify

Oracle (Siebel)

OrigamiLogic

Panorama

Pentaho

PivotLink

Prognoz

Promojam

Qliktech

Roambi

Salient

SAP / Business Objects

SpagoBI

Sweetspot

Tableau

Targit

Tibco

Toovio ubervu

Webtrends

Yellowfin

OneStat

AT Internet

Comscore (Digital Analytix) Eloqua

Marketo

Hubspot

Responsys

Radian6 Viralheat

Sysomos Adobe (Social)

SAS

Microsoft

ExactTarget

The Landscape: Analytics Gravitation

BrightFunnel

AgilOne

The Landscape: Focus On Marketing

OneStat

Moz

Comscore (Digital Analytix) Google

Aha!

Webtrends

Adobe (Omniture)

Promojam

Adobe (Social)

ubervu

Sysomos

Radian6

Viralheat

Toovio

iJento

Adobe (Insight)

Roambi CYFE

Metricly

Tableau

Kontagent

Flurry

Mixpannel

KISS Metrics

Klipfolio

Domo

Qliktech

OrigamiLogic

Pentaho

Birst

Anametrix

Microsoft

Marketo

Responsys

ExactTarget

Hubspot

Eloqua

Neolane

Sweetspot

SAP / Business Objects

Oracle (Siebel)

IBM (Cognos)

Microstrategy Cambridge Semantics

IBM (Coremetrics)

GoodData

Jedox AG

Lyzasoftt

EdgeSpring

Yellowfin

Entrinsik

AT Internet

PivotLink

Optify

Jaspersoft

SAS

Tibco

KarmaSphere

Alteryx

Panorama

SpagoBI

Logi Info

Neustar

Prognoz

1010data

Salient

Actuate InetSoft

Board Intl

Arcplan

Altosoft

Information Builders

Dimensional Insight

JackBe

Cloud9Analytis

Advizor Solutions

Agile-1

Bitam

eQ Technologic

Targit

AgilOne

BrightFunnelG

ener

icSp

ecifi

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EVERYONE IS MEASURING EVERYTHING

@randschulman

What is Big Data and How can you Use it?A cluster of existing technologies, combined in an innovative manner.

Takeaways from 250k 3/13 w Incisive Media Survey

@randschulman

Everybody is measuring everything - few have good common understanding of Words

70% Don’t know what Real Time Means

82% Say they have “Multi Channel” but definitions very

One Third On/Off line; One Third Enterprise Silos; One Third Digital only (SEO, PPC, Display, etc.)

Total transformation of digital marketing with Impact of Google UA, GA, Tags, Attribution and Predictive layers

Expertise more in demand than ever

Look for more predictive and self-learning apps

Data Sources

• POS• Desktop• Social• Mobile• Ad network• CRM• Call Center• Email• ERP• Inventory• APP• Augmented Reality

Vendor

• Predict(ive)• Display• Analyze• Load• Transform• Extract

Practitioner

• Insight• Action

Big Data: Common Characteristics

@randschulman

Impact of Big Data – Remember the New 4 Ps

Marketing becomes more central to organizational success

@randschulman

#1 People More Important Than EverNew Roles – CDO, CIO, CCO, C Mobile Officer – Blend of Acquire/Convert/Retain Skills – More like Game Skills do not exist today (Content Engineer) – Universities do a poor job

@randschulman

#2 Process - Customers Running as Fast as They Can – no one rule today.• Breakdown of Organizational Silos as new roles emerge

• Where does budget sit?

• Who services whom?

• What are the organizational KPIs?

@randschulman

#3 Purpose What are your objectives?Clearly Define them Start with a Small Project!

@randschulman

#1 Platform - No One stands Out Differentiation is a challenge for vendors

Thank You

rschulman@efective.com