Big Data: Data Marketing Future by John Batistich

DATA FUTURE twitter @johnbatistich

Aqueducts

Printing Press

GPS

Web

Mobiles

What. How. Why Transaction + Social + Location

5 Data Trends for Retail 7 Retail Case Studies

3 Misconceptions 5 Conclusions

Big Data is the current term used to describe large volumes and types of information, and

its application to managing customer relationships and business performance.

ADMA Big Data Taskforce

Matthew Fontaine Maury

Datafied seafarers previous journeys through painstaking manual tabulation unlocking

insights & value

More data speed More storage capacity More processing power More production tools

More social network usage More online commerce

More mobile usage

Only 1% of what could be connected in the world is connected.

90% of the data ever created was collected in the last 2 years.

Big Data is characterised by Volume, Variety, Velocity & Vitality.

Transforms retail operations, merchandising & marketing creating new assets, strategic

partnership, jobs, skills & business systems.

“Big data is about making predictions. It’s now possible to leverage large amounts of messy, real-world data to build predictive models that can find patterns, establish

correlations and infer probabilities.” Mayer-Schonberger & Cukier

Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier

http://www.mpdailyfix.com/three-common-misconceptions-about-big-data/








“Today we have tools (statistics and algorithms) and the equipment (digital

processors and storage) necessary to perform similar tasks much faster, at scale, and in

many different contexts.” Mayer-Schonberger & Cukier










As connectivity explodes over mobile, ‘internet of things’ & ‘wearable technology’ there will

be seismic shifts in how we shop, businesses manage data and how individuals handle their

purchase, social and location data.

Connectivity is ever-increasing. By 2020, there will be 200 Billion connected things:

100 Billion processors shipped 3 Billion utility meters 1.5 Billion vehicles

Transforming energy, health, home appliances, media, transportation, security &

retail

Wearable technology data for health & fitness monitors, smart watches & glasses emerging

Apple has a patent for collecting data on blood oxygenation, heart rate and body temperature through its audio ear buds









Nike Fuelband

Disney Magic Bands

Data Sources

Browse & purchase behaviour (what, when, where & who) has dominated data acquisition.

Social data provides access to communities and preference data

Brands have access to enormous social data

Facebook could become the next credit & security scoring agency

Social data informing real time content

Source: Google

Location data emerging. Context will become the new king.

Understanding location and context data redefines marketing.

New Data Assets & Partnerships

Telefonica Dynamic Insights collects mobile data anonymised & aggregated to define

segment behaviour

5 Big Data

Trends for Retail

1. Data Deluge: Building the capability to capture & interpret the rapidly growing volume

& variety of data.

http://www.retailonlineintegration.com/article/five-big-data-trends-that-are-revolutionizing-retail/2
















2. Integrating Investments: Making investments in new technologies in data warehouses to

store more data & improve the speed of data analysis integrating into business systems.

3. Understanding Attribution: Leveraging cross channel data to identify how customers

discover, find, buy, acquire, share experiences & create relationships with retailers to inform content

















4. Improving personalisation: Profiling customers to support recommendations that

publish personalised contextual content.

















5. Privacy: Elevate the consumer experience, provide utility & security or invade my privacy.

7 Case Studies

A third of Amazon’s sales come from personalised

recommendations

















"My daughter got this in the mail! She's still in

high school, and you're sending her coupons for baby clothes and cribs?

Are you trying to encourage her to get

pregnant?"

"I had a talk with my daughter, turns out there's been some

activities in my house I haven't been completely aware of. She's due in August. I owe you an

apology."

























UPS shaved 30 million miles of its drivers’ routes, saving 3 million gallons of fuel and

30,000 metric tons of carbon dioxide









“Prediction gave us knowledge. But after knowledge is something more: wisdom & clairvoyance. At some point in time, the

system will be so smart that it will predict problems and correct them before the user

realises anything is wrong” Jack Levis UPS Director of Process Management









3 Misconceptions

1. More Data Equals Better Decision-Making. http://www.mpdailyfix.com/three-common-misconceptions-about-big-data/












2. Customer Data Is Better than Team Experience. Both experience and data are

valuable when properly collected & evaluated.













3. Data Eliminates Uncertainty. The belief that uncertainty can ever be

eliminated leads to unrealistic expectations, paralysis & frustration.













5 Conclusions

1. We are all just getting started. Get skilled. Get testing.

2. Transforms retail operations, merchandising &

marketing.

3. Integrate browse, transaction, social & location data sources for insight.

4. Helps us understand what, where, when & for

whom it is happening but not why.

5. Its about making predictions so we can personalise with scale.

Sources Big Data. A revolution that will transform how we live, work and think. Viktor Mayer-Schonberger & Kenneth Cukier http://www.mpdailyfix.com/three-common-misconceptions-about-big-data/ http://econsultancy.com/au/blog/63594-10-actual-uses-of-big-data?dm_i=LQI%2C1WVQA%2C9O4YLX%2C6V6IE%2C1&utm_campaign=3213730_930-daily-pulse-uk-2013-10-17&utm_medium=email&utm_source=Econsultancy http://www.retailonlineintegration.com/article/five-big-data-trends-that-are-revolutionizing-retail/2 http://gigaom.com/2014/03/12/5-things-that-will-remake-big-data-in-the-next-5-years/ Gartner, Cisco & Google


























http://econsultancy.com/au/blog/63594-10-actual-uses-of-big-data?dm_i=LQI,1WVQA,9O4YLX,6V6IE,1&utm_campaign=3213730_930-daily-pulse-uk-2013-10-17&utm_medium=email&utm_source=Econsultancy











































http://gigaom.com/2014/03/12/5-things-that-will-remake-big-data-in-the-next-5-years/
























DATA FUTURE twitter @johnbatistich

Big Data: Data Marketing Future by John Batistich

Marketing

mobile data

data speed

context data

realworld data

data warehouses

preference data

data futuretwitter

data deluge