your big data audience insight big data show 24 apr 2013

WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700

Sam Zindel _ DATA [email protected]

YOUR BIG DATA AUDIENCE INSIGHT


Big Data in the Digital World

Building the Brand/Customer Relationship

Sign-posting the Customer Journey

Audience Insight = Competitive Advantage

Before BIGDATA

The Value of 1st, 2nd & 3rd Party Data

Data Management Platform

Q&A

TODAY’S AGENDA

#bigdataforum


THE DIGITAL WORLD IS:

Data-rich

Viewed in real-time

Multiple sources & complex

Volume

Velocity

Variety


WHAT IS BIG DATA?

Structured data

Relational databases

Unstructured data


Weblogs and Metadata

Social media & user generated

content


WHAT IS BIG DATA?State of Play

Source: Big Data Insight Group – Industry Trends Report March 2012


Brand experience Perception Level of trust

HOW PEOPLE FEEL ABOUT YOUR BRAND IS DRIVEN BY THEIR LEVEL OF TRUST AND THEIR EXPERIENCE


Partner

Trusted

Liked

Supplier

RELATIONSHIP PYRAMID


Brand derives maximum value from customer

Customer derivesmaximum value from brand

PUTTING CUSTOMERS AT THE HEART OF IT CREATES A VIRTUOUS CIRCLE

Rich Data gives us better customer intelligenceto direct activity


AUDIENCE INSIGHTIS KING

Some great, simple ideas…


No meat offers shown to vegetarians


Relevant offers to child developmental stage

Informative content/regular emails

Photo management and seasonal discounts


Before we get ahead of ourselves…

There are a couple of things to check we are on top of


SINGLE CUSTOMER VIEW

Structured data



AUDIT AND MANAGE YOUR WEB ANALYTICS PLATFORM


HOW CAN YOU GAIN NEW INSIGHTS INTO YOUR AUDIENCE?

• Collect more data

• Conduct research

• Test and learn

• Further analysis of existing data

• Buy 3rd party data


THE VALUE PROPOSITIONWhat is your company’s data actually worth?

3rd party data used to scale audience is fine but there are issues:Lack of industry standards•Insight sits with the provider•It is available to everyone

Has anyone

ever heard of

2nd party data??

1st Party data is great, as long as you are making best use of it


Exclusivity of data is key

Why should all of your insight go towards improving a data provider’s product?

It is your audience, and you should retain the insight

THE VALUE PROPOSITION


Why does nobody ever talk about 2nd party data??

Closed Loop Data Exchange Publis

herBran

d

OLD WORLD> Customer averages in silos> Conversion-based decisions> Channel optimisation> Last click attribution> Content designed for the majority> Ads targeted to 3rd party

segments> Audience data owned by 3rd

parties> Historic reporting> Disparate data and web analytics> Reactive, reflective, ineffective

NEW WORLD

> Individual customer journeys over time> Value-based decisions> Customer-centric> Audience specific attribution> Customised content for individuals> Ads targeted to your audience> Own and control your own audience

data> Real-time reports> DMPs and predictive analytics> Proactive, predictive, effective


WHAT DOES YOUR BIG DATA OPPORTUNITY LOOK LIKE?


Sam Zindel _ DATA [email protected]

THANKS FOR LISTENING!Q&A

your big data audience insight big data show 24 apr 2013

Technology