HowBig Data AnalyticsWill change the marketing?

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University of TehranFaculty of Management

Javad Ghasempoor

June 2016

We Will Have DevicesAssisting Us WithWhenever We Need,Whatever We Do,&Wherever We Go.

All Of The Touch Points We Use Leave A Trail Of Data That Can Picked Up By Marketing Agencies.

Big Data: 4VVolume

Is amount of data

Big Data: 4VVolume100 TB

of data uploaded daily on Facebook!(wikibon.org)

= Space to store 33 million songs

Big Data: 4VVolume

& Thats just one social platform.

Big Data: 4VVelocity

Is the speed of information generated.

Big Data: 4VVelocity40 ZB

of data generated annually by 2020(IDC)

1 Zettabyte = 1 Million Terabytes

Big Data: 4VVelocity2.8 ZB data generated in 2012

The digital universe will doubleevery two years until 2020

Big Data: 4VVariety

Comes from a variety of sources,Social media, CRM, sales,Comes in a variety of data types,Structured data, text, image,

Big Data: 4VVariety

Big Data: 4VVeracity

Various level of data uncertainty and reliability and truth

Big Data: 4VVeracity

If you can turn 4V into Insight !

Leaders In Data-driven Marketing Are :6 Times More likely to report achieving competitive advantage in increasing profitability (45% vs. 7%)4 Times More likely than laggards in customer retention (74% vs. 13%)3 Times More likely to have increased revenue (55% vs. 20%)Forbes Insight, 2015

Big Data Marketing

Known as Data-Driven Marketing

Is the process of collecting, analyzing and executing on the insights youve derived from big data to improve marketing.

Sentiment analysis . Marketing campaign analysis . Customer experience analysis . Network monitoring . Customer churn analysis . Social graph analysis . Detection of influencers and group leaders . Demand forecasting . and much moreApplications of big dataIn Marketing

Data Sources

Applications Real Customer Insight

customer behavior

life style, buying pattern

Applications Real Customer Insight

Networks

and leaders of groups

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Applications Real Customer InsightTargeted Marketing

Promotion for High value Customerstherightofferto therightpersonat therighttimefor therightpriceNo Spray & Pray !

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Applications Real Customer InsightSegmentation based on

consumption volumenumber of buyloyalty

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Applications Real Customer InsightCustomer Lifetime Value

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Applications Real Time AnalysisReal time monitoring customer actions and reactionsAgile testing of ideas, platforms and functionalitiesCampaign effectiveness monitoring

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Applications Real Time AnalysisDemand Forecasting

Identify trends and new business opportunities

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Applications Real Time AnalysisSentiment analysis

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Applications Predictive AnalysisForecast customer future behavior based on similar old customer patterns

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Applications Predictive AnalysisWayne Eckerson,TDWI, 2007

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Applications Predictive AnalysisChurn prediction and retention of customers

Customized offers for high value customers

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Applications Predictive AnalysisChurn prediction and retention of customers

Customized offers for high value customers

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Data Analytics Top Vendors

Forrester, 2015

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Thanks For Your Attention.

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