your big data audience insight

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Sam Zindel _ DATA MODELLING ANALYST

YOUR BIG DATA AUDIENCE INSIGHT

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BIG DATA IN THE DIGITAL WORLDBUILDING THE BRAND/CUSTOMER RELATIONSHIPSIGN-POSTING THE CUSTOMER JOURNEYAUDIENCE INSIGHT = COMPETITIVE ADVANTAGETHE VALUE OF 1st, 2nd & 3rd PARTY DATADATA MANAGEMENT PLATFORMSQ&A

TODAY’S AGENDA

#bigdataforum

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THE DIGITAL WORLD IS:

Data-richViewed in real-timeMultiple sources & complex

VolumeVelocityVariety

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WHAT IS BIG DATA?

Structured data

Relational databases

Unstructured data

Relational databasesWeblogs and Metadata

Social media & user generated

content

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WHAT IS BIG DATA?State of Play

Source: Big Data Insight Group – Industry Trends Report March 2012

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Brand experience Perception Level of trust

How people feel about your brand is driven by their level of trust and their experience

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Partner

Trusted

Liked

Supplier

Relationship pyramid

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Brand derives maximum value from customer

Customer derivesmaximum value from brand

Putting customers at the heart of it creates a virtuous circle

Rich Data gives us better customer intelligenceto direct activity

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The potential rewards for companies are huge

BrandBrand

LoyaltyLoyalty

AdvocacyAdvocacy

AwarenessAwareness

RetentionRetention

AcquisitionAcquisition

UpsellingUpselling

CustomerCustomer

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High level customer journey and key digital channels

ConsiderationLoyaltyCross-sellAdvocacyAwareness

PurchaseMoment

In Life

SEOSEO

DisplayDisplay

SocialSocial

WebsiteWebsite

PPCPPC

AFFsAFFs

MobileMobile

DisplayDisplay

EmailEmail

Secure WebsiteSecure Website

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Focus on conversion

ConsiderationLoyaltyCross-sellAdvocacyAwareness

PurchaseMoment

In Life

SEOSEO

DisplayDisplay

SocialSocial

WebsiteWebsite

PPCPPC

AFFsAFFs

MobileMobile

DisplayDisplay

EmailEmail

Secure WebsiteSecure Website

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Putting customers at the heart of it requires a broader digital approach built on customer need

ConsiderationLoyaltyCross-sellAdvocacyAwareness

PurchaseMoment

In Life

SEOSEO

DisplayDisplay

SocialSocial

WebsiteWebsite

PPCPPC

AFFsAFFs

MobileMobile

DisplayDisplay

EmailEmail

Secure WebsiteSecure Website

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AUDIENCE INSIGHTIS KING

Some great, simple ideas…

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No meat offers shown to vegetarians

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Relevant offers to child developmental stage

Informative content/regular emails

Photo management and seasonal discounts

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BIG DATA TECHNOLOGY

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Before we get ahead of ourselves…

There are 3 things to check we are on top of

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SINGLE CUSTOMER VIEW

Structured data

Relational databases

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AUDIT AND MANAGE YOUR WEB ANALYTICS PLATFORM

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WHAT BUSINESS QUESTIONS ARE YOU TRYING TO ANSWER?

• How can I improve customer satisfaction levels?

• How can I grow my business by 10% in the next 2 years?

• Who are my highest value customers and where can I find more people like them?

But understand that Big Data should provide a framework for tomorrow’s questions

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How else do you gain insight into your audience?

• Collect more data

• Conduct research

• Test and learn

• Further analysis of existing data

• Buy 3rd party data

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Data currency

Trade between web users’ data and website content/service

Google “surveywall”

Designed to replace publisher paywalls

A quick market research question in exchange for content

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THE VALUE PROPOSITIONWhat is your company’s data actually worth?

3rd party data used to scale audience is fine but there are issues:•Lack of industry standards•Insight sits with the provider•It is available to everyone

Has anyone

ever heard of

2nd party data??

1st Party data is great, as long as you are making best use of it

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Exclusivity of data is key

Why should all of your insight go towards improving a data provider’s product?

It is your audience, and you should retain the insight

THE VALUE PROPOSITION

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Why does nobody ever talk about 2nd party data??

Closed Loop Data Exchange Publis

herBran

d

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DMP IS THE EMERGING HUB FOR DIGITAL MARKETING

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Data Management PlatformMake your audience insights actionable

Interest

Life-style

Life-

stage

In-Mark

et

Demo

Firmo-

graphic

Pur-chas

e

Beha-

vior

AD SERVERS

CONTENT PERSONALIZATION

CREATIVE OPTIMIZATION

DEMAND SIDE PLATFORMS

DEMAND SIDE PLATFORMS

SSP/EXCHANGES

All this….and own your audience data and insight

Audience Management

Old World> Customer averages in silos> Conversion-based decisions> Channel optimisation> Last click attribution> Content designed for the majority> Ads targeted to 3rd party

segments> Audience data owned by 3rd

parties> Historic reporting> Disparate data and web analytics> Reactive, reflective, ineffective

New World> Individual customer journeys over time> Value-based decisions> Customer-centric> Audience specific attribution> Customised content for individuals> Ads targeted to your audience> Own and control your own audience

data> Real-time reports> DMPs and predictive analytics> Proactive, predictive, effective

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WHAT DOES YOUR BIG DATA

OPPORTUNITY LOOK LIKE?

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JOIN US AT OUR 1st MEETUP!

Brighton Digital FestivalThurs 27th Sept, 5pm

Follow @bigdatabrightonMe @samzZin

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Sam Zindel _ DATA MODELLING ANALYSTsam.zindel@icrossing.co.uk

Thanks for listening!Q&A