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Big Data – Challenge or Opportunity?

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Shawn De SouzaDemand Generation Practice Director

Presenter

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Experienced. Founded in 1999Trusted. Diverse business critical projects delivered formid-size to Fortune 500 organizationsVersatile. Experience across diverse verticals, including Financial Services, Technology, Retail, Media & Publishing, Education, Travel and Hospitality and EnergyGlobal. Locations in United States, Canada, Middle-East and India

About eDynamic

eDynamic is a digital consultancy that helps clients acquire and engage customers through cutting edge interactive solutions

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eDynamic Empowers the Marketing Process

Our capabilities center around empowering the marketer during the entire customer lifecycle, from acquisition to engagement

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eDynamic's marketing automation offering

Our services are geared to address the challenges in the deployment and use of a Marketing Automation Platform

Marketing Automation

Skills Gaps

Process Gaps

Organizational Readiness

Technical Readiness

Technology Installation

Day to Day Operations

Campaign Design and Execution

Organizational Readiness &

Strategy

Implementation Services

Managed Services

Campaign Design and Execution

Strategy & Consulting

eDynamic Offering

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Why we are here

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1. What is Big Data?2. How does big data affect you?3. The three key facets of Big data4. How to get started 5. How to interpret and use data effectively6. How to drive authentic customer engagement

Points covered in this webinar

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What is Big Data?

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Global Data Capacity Exceeds 295 Exabytes*

Communications have increased by an average of 28 percent every year since 1986.

2002• Digital Data

exceeds Analog Data

2007• 65 Exabytes of

information shared• 94% of data

stored digitally

2012• 2.5 Exabytes of

data created every day

Source: Martin Hilbert, USC Annenberg School for Communication and Journalism.An Exabyte is 1 Billion Gigabytes

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There is a data explosion

Source: WIPRO Infographic in Petabytes

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What’s drivingBig Data?

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What’s driving Big Data?

SO MO CLO+ +

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20% of FACEBOOK Users have purchased something because of ads or comments they saw there

Social

Ipsos North America Survey

SO

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YouTube is the second largest internet search engine

Social

SO

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91% of today’s online adults use social media regularly

Social

SO

Experian 2012 Digital Marketer Benchmarks and Trends report

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45% of US Businesses are conducting some form of Mobile Marketing with the most common tactics being:

Mobile Sites (70%) Mobile Apps (55%) QR Codes (49%)

Mobile

MO

StrongMail.com Mobile Survey www.strongmail.com/pdf/SM_MobileSurvey201

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80% is the increase of Email Opens on Mobile devices in the first 6 months of 2012

Mobile

MO

http://litmus.com/blog/email-client-market-share-stats-infographic-june-2012

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Mobile

MO

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Mobile

MO

Pew Research Center

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Mobile

MO

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50% of Global 1000 companies will have stored customer-sensitive data in the public cloud by 2016

Cloud Computing

CLO

- Globe and Mail – Cloud Atlas, Return on Business

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$241 Billion Cloud computing to grow to over $240 billion by 2020 from $61 Billion in 2012

Cloud Computing

CLO

Forrester Research

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61% of corporate computing is happening in the cloud

Cloud Computing

CLO

Citrix Cloud Computing Survey

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Google’s Datacenters

2,259,998,000 Kilowatt-hours used by Google in 2010

20 Petabytes processed everyday

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Volume

Velocity

Variety

3 V’s of Big Data

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Volume

Amplifies and creates reach

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Velocity

Rapid insights provide competitive advantage

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Variety

Everyone’s an advertiser, broadcaster and data generator

People with people

People with Machines

Machines with Machines

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Ordinary Data Big DataStatic DynamicStructured Structured and

UnstructuredCollected and stored It’s everywhereComplex Simpler but lots of itManual Batch Processed Automated Real-time

ProcessingRear-view Reporting Predicts the future

Ordinary Data vs Big Data

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Why does this matter to you?

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It’s not about data!

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Big Data is about insight

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Understand where your customers are

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Understand who your best customers are

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1. Customer Service Ask for customer testimonials Respond to customer questions Respond to customer complaints Share links to FAQs Respond to customer compliments Respond to customer feedback Crowdsource content from customers

Applications for Marketing

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2. Lead Generation Link back to your web/landing page for conversion Blog about helpful information Promote a strong call to action Create a Community Share peer referrals Promote offers Optimize site and blog for mobile viewers Start a LinkedIn group

Applications for Marketing

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5. SEO and Online Visibility Include key phrases in your Tweets Link to your blog from Facebook Ask followers to link to your website Use keywords on your LinkedIn company page Include keywords in your blog post headlines and body Tag and name your images Categorize and tag your blog with key phrases Share ebooks using key phrases Upload videos to YouTube (2nd largest search engine) Encourage sharing with the G+ button on your web pages

Applications for Marketing

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3. Product Development Join an existing forum Have influencers test your product Survey customers Share a limited time offer Announce products on your blog Create a Facebook poll Create a compelling Facebook app Blog about product updates Crowdsource ideas Create a forum

Applications for Marketing

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4. Influencer Outreach Introduce yourself to influencers on Twitter Plan Tweetups at conferences Interview them on your blog Ask them for a guest blog post Plan a webinar around them Post their presentations to Slideshare Create a video interview Create a podcast interview Create a badge for them Link to their content

Applications for Marketing

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Get Strategic about Big Data

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1. Engage with customers wherever they are2. Make customer intelligence strategic3. Focus on goals and filter out noise4. Create usable and actionable views or data clusters5. Act on the insights from data, not on intuition or

experience

Key Principles

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Technology is making it easier

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Contextual Engagement in B2B

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1. Employ a closed-loop engagement cycle Build the profile, analyze the profile and respond to the prospect

2. Characterize prospect Properties include buying cycle state and segmentation parameters

3. Develop content to align with the prospect expectations Content will speak directly to a prospect profile

4. Automate the closed-loop prospect engagement Use web CMS and marketing automation platforms to automate the

engagement cycle

Steps to Context-driven Engagement

eDynamic uses four steps to achieve multi-channel engagement that aligns with customer expectations and drives acquisition

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Understand your buying cycle Understand your customer’s mindset through the buying cycle journey

Segment your audience Determine the target groups within your audience

Map the messages Understand and align the messages with the segment and their objections

Implement the platforms Implement the multi-channel platforms

Using Buying Cycle to Define Engagement

Use the buying cycle to understand how, when and with what to engage prospects at each step of buying process

Understand your Buying Cycle

Segment your audience

Map the Messages

Implement the Platforms

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It’s about the Customer’s JourneyEvaluate PurchaseLearn JustifyInterest

Active Search Begins

Solutions Identified

Solutions Evaluated

Against Needs

Validate Decision Made

Actions

Web Search

Review or get admin to look at product on website

and collateral.Ask Personal/Social

Network.

Compare against current and competitive products/services

Peer/Association endorsements Buying Process

Questions

WIFM?Do I really this?

Does it fit my business needs?

Can this replace my current service?

What is the cost (fees)?How much can I spend on

this card?

Who else like me is using this product? What type of benefits is he/she seeing?

How long until I can get full use of this service?

Motivations

Rewards, Promotion, Success, Make life easy

Rewards, Business Savings, Security, Service

(Added Value)

Relevance of Perks, Rewards etc… Confirmation of Perks Risk-free Trial

Pain

Points

No TimeCurrent process is very manual

I have to work weekendsData is not accurate

Barriers

Merchant AcceptanceTied to an existing card Migrating from Existing

card

Merchant AcceptanceMigrating from Existing

card, Linking Bank accounts

T&CsPersonal Liability

Credit History

Supplier CoverageIs it worth switching

cards?Amex approval Process

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1. Employ a closed-loop engagement cycle Build the profile, analyze the profile and respond to the prospect

2. Characterize prospects with a profile Properties include buying cycle state and segmentation parameters

3. Develop content to align with the profiles Content will speak directly to a prospect profile

4. Automate the closed-loop prospect engagement Use web CMS and marketing automation platforms to automate the

engagement cycle

Leveraging Digital Platforms

eDynamic uses four steps to achieve multi-channel engagement that aligns with customer expectations and drives acquisition

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1. Content Management (CMS): Supports personalized interactions on the web site

2. Marketing Automation Platform (MAP): Supports personalized interactions via outbound digital channels

3. Customer Relationship Management (CRM): Supports personalized interactions involving members of the sales team

4. Integration and Mapping: Integrating the three systems to create centralized buyer profiles that could then be mapped to a defined buying process

5. Measurement and Reporting: Implementing the Reporting and Analytics tools necessary to support ongoing performance measurement and management

Leveraging Digital Platforms

CMS + MAP + CRM + Context = Increased acquisition. It takes both platforms and approach to drive improved acquisition

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The Trifecta for Richer Engagement

This Unified Customer Engagement Platform delivers an experience based on a common customer context

Web CMS

Marketing Automation

with AnalyticsCRM

Common Customer Context

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Assemble and Automate Campaigns

Welcome campaigns > Follow-up Campaigns > Sales Accelerator Campaigns > Objection Campaigns > Inactive re-engagement Campaigns

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eDynamic’s Unified Engagement Platform

Delivering context-driven, multi-channel experiences across the buying cycle requires a unified engagement platform

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Questions?

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Shawn De Souzashawn.desouza@edynamic.net

http://demandgeneration.edynamic.net

http://cms.edynamic.net

Contact Us

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Thank You