mike sherman festival of newmr 2017
TRANSCRIPT
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
Presenta:oncopyrightbelongstoPresenter&NewMR–foruseotherthansharinginen:rety,contactMikeSherman
Festival of #NewMR 2017
BigConsumerData:thePromise,theOverpromise,
theOpportunity
MikeSherman
Marke:ng,BigConsumerDataandInsightsExpert
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
Presenta:oncopyrightbelongstoPresenter&NewMR–foruseotherthansharinginen:rety,contactMikeSherman
Festival of #NewMR 2017
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
Presenta:oncopyrightbelongstoPresenter&NewMR–foruseotherthansharinginen:rety,contactMikeSherman
Festival of #NewMR 2017
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
Presenta:oncopyrightbelongstoPresenter&NewMR–foruseotherthansharinginen:rety,contactMikeSherman
Festival of #NewMR 2017
Irrelevantandpoorlypersonalized…
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
Presenta:oncopyrightbelongstoPresenter&NewMR–foruseotherthansharinginen:rety,contactMikeSherman
Festival of #NewMR 2017
…despitecollec=ngextensivedata
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
Presenta:oncopyrightbelongstoPresenter&NewMR–foruseotherthansharinginen:rety,contactMikeSherman
Festival of #NewMR 2017
Gartner Hype Cycle for Emerging Technologies, 2014
Source: Gartner (August 2014) BigData:Overhyped?
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
Presenta:oncopyrightbelongstoPresenter&NewMR–foruseotherthansharinginen:rety,contactMikeSherman
Festival of #NewMR 2017
Data(the3V’s:Volume,Variety,Velocity):Solved*
MobilePhoneExample² BillingData² CDRs(calldatarecords)² SMS(Texts)² Apps² URLs² Loca:on² Sensors,e.g.accelerometer,gyroscope² Non-Networkdata,e.g.Contacts,Calendar
*TheFourthV:Veracity,maybes:llanissue?
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
Presenta:oncopyrightbelongstoPresenter&NewMR–foruseotherthansharinginen:rety,contactMikeSherman
Festival of #NewMR 2017
Source:BertrandChen,ATradersPragma:cViewonBigData,April13,2016
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
Presenta:oncopyrightbelongstoPresenter&NewMR–foruseotherthansharinginen:rety,contactMikeSherman
Festival of #NewMR 2017
Source:BertrandChen,ATradersPragma:cViewonBigData,April13,2016
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
Presenta:oncopyrightbelongstoPresenter&NewMR–foruseotherthansharinginen:rety,contactMikeSherman
Festival of #NewMR 2017
Source:BertrandChen,ATradersPragma:cViewonBigData,April13,2016
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
Presenta:oncopyrightbelongstoPresenter&NewMR–foruseotherthansharinginen:rety,contactMikeSherman
Festival of #NewMR 2017
Personalized,RelevantDirectMailForEachSeason
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
Presenta:oncopyrightbelongstoPresenter&NewMR–foruseotherthansharinginen:rety,contactMikeSherman
Festival of #NewMR 2017
BigDataExampleLeveragingLoca=onPaLerns
Single-point loca.on informa.on § Messy and some.mes inaccurate § Less meaningful - we can’t tell if a person is passing by or visi.ng the place, why, or if he/she is likely to visit again § Limited adver.sing opportuni.es
Regular socializers
Late night shoppers
Frequent biz travelers
Holiday makers
High mileage drivers
Brand preferences
Mul.-point loca.on paAerns § Stable repeated behavior § Allows for predic.on of future behaviour and des.na.ons § Premium adver.sing opportuni.es
“Here and now”
to
“Who”
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
Presenta:oncopyrightbelongstoPresenter&NewMR–foruseotherthansharinginen:rety,contactMikeSherman
Festival of #NewMR 2017
FailedPersonaliza=on:SellingGastoaBusRider?
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
Presenta:oncopyrightbelongstoPresenter&NewMR–foruseotherthansharinginen:rety,contactMikeSherman
Festival of #NewMR 2017
FailedPersonaliza=on:SellingFlightsMonthsTooLate?
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
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Festival of #NewMR 2017
FailedPersonaliza=on:Irrita=onAPerMakingTheSale
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
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Festival of #NewMR 2017
AudioExample:Spo=fy
hZps://www.youtube.com/embed/4vYQby_hDDU
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
Presenta:oncopyrightbelongstoPresenter&NewMR–foruseotherthansharinginen:rety,contactMikeSherman
Festival of #NewMR 2017
Solu=on
• ConsumerDataMall
• Integrators/Translators
• MathmenandMadmen
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
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Festival of #NewMR 2017
MARKETERSConsumerDataMall
CONSUMERS Answers
Feedback
RelevantPersonalizedOffers/Communica=ons
• Dialogue,notMonologue• Win-Win
• Service,notsales• Opt-inandengaged,notannoyance
Data
• Sales• Effec:venessandEfficiency
Offers
Scores
Ques=ons
TheConsumerDataMall
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
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Festival of #NewMR 2017
Issue:Communica=onGap
αιτήματοςΑνάλυση ΈξοδοςΑνάλυση
정보 요구 정보 가 필요합니다
??????
EndUsers/SeniorManagement
Data,IT,DataScien:sts
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
Presenta:oncopyrightbelongstoPresenter&NewMR–foruseotherthansharinginen:rety,contactMikeSherman
Festival of #NewMR 2017
Translator/IntegratorRole
EndUsers/SeniorManagement
(AnalysisRequest) (AnalysisOutput)
Translator/Integrator(Informa:onneeds) (Informa:onrequired)
αιτήματοςΑνάλυση ΈξοδοςΑνάλυση
정보 요구 정보 가 필요합니다
Data,IT,DataScien:sts
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
Presenta:oncopyrightbelongstoPresenter&NewMR–foruseotherthansharinginen:rety,contactMikeSherman
Festival of #NewMR 2017
MathmenandMadmenRequired
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
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Festival of #NewMR 2017
Source:GevngDigitalRight,2016;MillwardBrownDigital
ResearchersConfidenceAboutUsingBigDataGrowing
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
Presenta:oncopyrightbelongstoPresenter&NewMR–foruseotherthansharinginen:rety,contactMikeSherman
Festival of #NewMR 2017
ResearchOpportuni=esBigConsumerDataandTradi:onalConsumerResearcharenotseparatesilos:theyarebothaboutunderstandingandinfluencingcustomerbehaviour.So:1. Toresearchers:stopaskingpeoplewhattheydid,theydon’tremember(accurately).Usetheirdatatounderstandtheirbehaviours.
2. Todatascien:sts:stopassumingthedatatellsall.Startaskingpeople“Why”.
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
Presenta:oncopyrightbelongstoPresenter&NewMR–foruseotherthansharinginen:rety,contactMikeSherman
Festival of #NewMR 2017
Execu=veSummaryDespiteitspromise,BigConsumerDataisunderdelivering,crea:nggrowing?consumerfrustra:on.Changingcourserequiresaconsumerdatamall(CDM),data/marke:ngtranslatorsandmoredataliterateMadmen.• PeopledonotperceiveBigConsumerDataasdeliveringpersonalized,relevantcommunica:ons.Whilesomegoodexamplesexist,e.g.Tesco,therearemanymorebadexamples.• Opportuni:estodobeZerinvolvecrea:ngaconsumerdatamall,developingmoretranslatorsandleveragingmoreMadmen.
• Researcherscancontributebyfocusingon“Why@ques:onswhiledeferringtobehavioraldataratherthanasking“What”and“Who”ques:ons.
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
Presenta:oncopyrightbelongstoPresenter&NewMR–foruseotherthansharinginen:rety,contactMikeSherman
Festival of #NewMR 2017
ThankYou!
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
Presenta:oncopyrightbelongstoPresenter&NewMR–foruseotherthansharinginen:rety,contactMikeSherman
Festival of #NewMR 2017
Q&A
MikeShermanMarke:ng,
BigConsumerDataandInsightsExpert
SueYorkTheHandbookofMobile
MarketResearch
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
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Festival of #NewMR 2017
Appendix
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
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Festival of #NewMR 2017
ITishelping
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
Presenta:oncopyrightbelongstoPresenter&NewMR–foruseotherthansharinginen:rety,contactMikeSherman
Festival of #NewMR 2017
BigData:Overhyped!
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
Presenta:oncopyrightbelongstoPresenter&NewMR–foruseotherthansharinginen:rety,contactMikeSherman
Festival of #NewMR 2017
PrivacyNotTheIssue,RelevanceIs
Relevant ads welcomed by newsbrand smartphone readers 30 September 2015 | By Jane Bainbridge UK — Newsbrand readers using mobile devices are happy to receive non-disruptive, relevant and engaging mobile ads according to a study from Newsworks and YouGov.Blogging research conducted by Lieberman Research Worldwide, which was commissioned by Newsworks in parallel to the YouGov study, found that readers notice and enjoy seeing tailored ads on their smartphones and click on them regularly. They are more receptive when ads are streamlined and non-invasive to news content. Ads that are interactive, personalised and seamlessly integrated into the conversations which mobile readers are already having are particularly effective. In comparison, users reject and filter out ads which disrupt their experience.
BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman
Presenta:oncopyrightbelongstoPresenter&NewMR–foruseotherthansharinginen:rety,contactMikeSherman
Festival of #NewMR 2017
When big data meets big brotherChina is known for its “Great Firewall” for online surveillance, and the nation has decided to take it further – tapping data technology to develop a “social credit system” in which it monitors each individual citizen and collates information about their day-to-day lives. According toIndependent, the Communist Party wants to encourage good behaviour by marking all its people using online data. In this world, anything from defaulting on a loan to criticising the ruling party, from running a red light to failing to care for your parents properly, could cause you to lose points.
Each person is given a numerical “score” that could determine whether they qualify for financial loans down to getting a nicer room in a hotel or a better table at a restaurant.
• Thegovernmenthasn’tannouncedhowtheplanwillwork—forexample,howscoreswillbecompiledandquali:esweightedagainstoneanother.Buttheideaisthatgoodbehaviourwillberewardedandbadbehaviourpunished,withthepartyac:ngastheul:matejudge.
• However,it’sbelievedthatthiscreditsystemisbothpublicandmandatory,andverylikelyhasnooptout.
• ChinesebillionaireJackMahasweighedinonthemaZerandurgedChineseofficialstousebigdatatostopwould-becriminals.
Source:Marke:ngInterac:ve,October26,2016