Big Data Putting it to work for you!

Presented by:

Marcus Tewksbury Global Vice President, Product Strategy

Experian Marketing Services

Michael Clark Director, Cross Channel Marketing

Experian Marketing Services

Agenda

• Big data defined

• Targeted marketing review

• Bringing it together

• Examples of challenges the combination can solve

• Warning!

Big Data

Big data

Volume – Data at scale

Variety – Data in many forms

Velocity – Data in motion

Focus on Volume

• More than 2.5 exabytes of data are created each day

• More data crosses the internet every second than were stored in the entire internet 20 years ago

• Estimated that major retailers can collects more than 1 million transactions per hour feeding databases with 2.5 petabytes of data

Sources: Getting Control of Big Data, Harvard Business Review October 2012 Data, Data Everywhere, The Economist February 2010

Business intelligence and analytics are the keys to extracting value from big data

Sources: 1. RSR Research: 2012 Merchandising Report 2. Forrester: The State of Customer Analytics 2012 3. IBM – A Smarter Planet is Built on Smarter Analytics

Enterprises that apply advanced analytics have 33% more revenue growth and 12X more profit growth

12X

More Revenue Growth

& Profit 3

7 of 10 retailers say customer analytics is key to

merchandising success

1

$

50% of

retailers use customer analytics to improve data-driven focus of organization

2

Put Data To Use

Query and reporting • Data mining • Predictive analytics

Educate Explore Engage Execute

Many clients are in the early stages of enterprise-level big data adoption

Source: Analytics: The real world use of big data, Big Data @ Work study prepared by IBM Institute for Business Value with Saïd Business School at Oxford University

Focused on knowledge

gathering and market

observations

24% of clients

Deployed two or more big data initiatives, and continuing to

apply advanced analytics

22% of clients

Piloting big data initiatives to

validate value and requirements

6% of clients

Developing strategy and

roadmap based on business needs and challenges

47% of clients

Embracing big data

Big data at scale

No executive sponsorship

CIO or CMO sponsorship

Functional C-level executive

CEO sponsorship

Executive sponsorship

Targeted

Marketing

Review

Starts w/ a Customer…

… the ability to target her…

… identify her behaviors …

… to then Engage her.

Personalized

Dynamic

Bringing It Together

Personalized Experience

Forrester (Sucharita) estimates personalization lifts online sales by 5%

… improve conversion, up sell, and cross sell through site personalization

1.

Must be…

•First visit

•First page

• In real time

Replenishment