big data and data-driven marketing in...
TRANSCRIPT
BigDataandData-DrivenMarketinginBrazil
Finger,Vítor;Reichelt,ValescaandCapelli,João
EscolaSuperiordePropagandaeMarketing,UniversidadeLuteranadoBrasil,EscolaSuperiordePropagandaeMarketing
Introduction• There’sanincreasinglyandmultifacetedsetofdatathat
growsprogressively(Lohr,2012)• Wemustfollowadispersiveevolutionofexistingchannels• Marketingautomationprovidestechnologiesthatoptimize
interactionsacrosschannelsandmonitorcustomerbehavior
Introduction“WhichmarketingstrategiesrelatedtoBigDataarebeingimplementedbyBraziliancompaniesindifferentsectors.”
BigDataAdoption• TheReal-WorlduseofBigData– IBMInstituteforBusinessValue&SaïdBusinessSchool• 1144professionals,95countriesand26industries• BigData:Volume,Variety,VelocityandVeracity• Fivecommontrendswerefound
BigDataAdoption• TheReal-WorlduseofBigData
• Usageofbigdatafocusingonconsumercentricity;• Demandofanextensibleandscalableinformationmanagementsystemtodevelopbigdata;• Exploitationofinternaldataforthefirsteffortsinthearea;• Theneedforgreatanalyticalcapacityinordertoobtaingreaterdatavalue;• Identificationoffourstagesofbigdataadoption;
BigDataAdoption• TheReal-WorlduseofBigData– IdentificationoffourstagesofBigDataadoption:
• Education(24%ofrespondents)• Exploration(47%)• Engagement(22%)• Execution(6%)
Methods• Exploratoryresearch• Qualitative• Datacollectiontechnique:bibliographical,documentary
researchandsemi-structuredinterviews• Studyunity:ThreemanagersandfourBigDataspecialists• Studyofmultiplecases• Analysistechnique:categoryanalysisandcontentanalysis
Methods–InterviewsInterviewee Education Position Company Experience Company'sIndustry
G01 BusinessAdministration FounderandCEO Pmweb 20years Data-drivenMarketing
G02 BusinessAdministration SalesPartner Pmweb 8years Data-drivenMarketing
G03 Journalism,withgraduationin
MarketingDigital
ProfessorandCEO FabulosaIdeia,
PUCRSeESPM
10years ContentMarketingand
College/University
E01 BusinessAdministration Professor ESPM 12years College/University
E02 Advertising,withmastersin
Marketing
SolutionArchitect Pmweb 10years Data-drivenMarketing
E03 BusinessAdministration
focusingonInnovationand
Leadership
DataScientist CappraData
Science
3.5years DataAnalysisandits
application
E04 I.T.Analyst,specializedin
DigitalMarketing
FounderandCEO Raizzer 12years DataAnalysis
Methods–MultipleCases
Company3–WineE-Commerce
Company2–E-marketplace
Company1–RetailStore
Company4–AirlineCompany
Results–Interviews• BigDatastillhascountlessmeanings– Volume,VarietyandVelocity(E02andE03).– Performingcomplexanalysesneverseenbefore(E04).– Abilitytodeeplyanalyzealargeamountofdata,thesebeingtransformedintousefulinformation.
Results–Interviews• Whatcanbedonewithsuchanimmenseamountofdataworthmorethanthefactthatitisvoluminous.– Personalizationofuserexperience.– Predictiveactionsregardingdemandsandbehaviors.
Results–Interviews• Brazilianreality– TherearesomebigdataadoptioninBrazil,butthere’snocompanythatfullyexploreit.• Serasa:usageofpredictivemodelsbasedoncrossingdatabasesandunstructureddata(socialmedia).
• Bibi:usageofpredictiveanalysistoforecastcustomer’sneeds.
– Therearethreemainlimitations:• Maturityofdatacollection.• Professionalqualification.• Corporateselfishness.
Results–CasesBeforeturningbigdataintoasingleconceptthatinvolvesabinary“yesorno”responsetoitsadoption,itmustbeunderstoodthatitencompassesanumberofstrategiesandactionsthatmaybeusedinwholeorinpartbycompanies
Results–Cases• Volume
– Thedefinitionofwhatconstitutesalargeamountofdatavariesaccordingtotheindustrystudied(Schroecketal.,2012).
– Allcaseshavevolumesofdatastartingfrommillionsofusers.
Results–Cases• Variety
– Thestudiedcompanieshaveasmalladoption,speciallyonunstructureddata.
– Company2usesdifferentdatasources.– Company4crossesdatafrombehavioralandtransactionalsources.
Results–Cases• InternalData
– TheusageofinternaldataisthefirsteffortinworkingwithBigData(Schroecketal.,2012).
– Company2analysesusersorigininordertocreatespecificapproachesforeachnationalityandculture.
Results–Cases• CustomerCentricity
– Theusageofdatatocustomizeandoptimizeuserexperienceisthemainaspecttobeworkedwithbigdata(G01).
– Company1understandsthecustomer’slifecyclethroughautomatedprogramsandaccordingtoconsumerinteractions.
Discussion• Thecharacterizationofbigdatatakesplacebothinthetechnicalaspects
andintherealuseofdata• Althoughacertainpartofbigdataconceptualizationhasbeencoveredby
thecompanies'actionsintheirdataandcommunicationworks,therearepointsdefinedasessentialbyintervieweesandscholarswhichwerenotmentioned.– Theuseofsemi-structuredandunstructureddata.– Theabilitytoforecastfuturetrendsandbehaviors.
Discussion• Inshort,itispossibletorecognizetheexistenceofstrategies
gearedtowardsbigdata-advanceddataextractionandanalysis-inBraziliancompanies,buttheycannotbeclassifiedasbigdatausers.
Futureresearches• What’stherealvalueofunstructureddatatodigital
marketing?• HowcanweusenewtechnologiessuchasIoTindigital
marketing?