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Big Data for Small Businesses Jude Hoffner, Principle, Hoffner Marketing Services Al Bessin Geoff Wolf
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Page 1: Big Data for Small Businesses

Big Data for Small Businesses

Jude Hoffner, Principle, Hoffner Marketing ServicesAl Bessin

Geoff Wolf

Page 2: Big Data for Small Businesses

Agenda

• Big Data in SMB Context

• Game Planning

• Break & Breakout

• The Missing Link

• One for the Road

Page 3: Big Data for Small Businesses

Agenda

• Big Data in SMB Context• Game Planning

• Break & Breakout

• The Missing Link

• One for the Road

Page 4: Big Data for Small Businesses

What is Big Data

It’s So Big…

…Don’t Even Know What it Is

Page 5: Big Data for Small Businesses

Example of Big Data

Page 6: Big Data for Small Businesses

Example of Big Data

Hadron Collider

• 150 million sensors deliver data…

• 40 million times per second…

• 600 million collisions per second, of which…

• 100 are of interest

Page 7: Big Data for Small Businesses

Example of Big Data

Page 8: Big Data for Small Businesses

Wikipedia

• “…is a collection of data sets so large that it becomes difficult to process using traditional data processing applications.”

• Challenges include “capture…storage…analysis…sharing…”

• “…requiring massively parallel software running on tens, hundreds, or THOUSANDS of servers!!!”

Page 9: Big Data for Small Businesses

Wikipedia

• Characterized as a technology problem

• Scary!

• EXPENSIVE!!

Page 10: Big Data for Small Businesses

SMB Challenge

Must extract meaning & value

Without 100MM parallel servers

Without sophisticated software

Page 11: Big Data for Small Businesses

SMB Context

• As much a qualitativechallenge as a

quantitative

• As much a peoplechallenge as a

datachallenge

Page 12: Big Data for Small Businesses

Case Profile

Channel % of Revenue KPIs Total Rev (M)

Dir Mail 57% RR%, AOV, Sales $1,824

Retail 16% Sales, Traffic $512

Email 6%Delivery, Opens, Clicks, Converts

$192

SEO 7% Source, phrases $224

PPC 13%CPC, Converts,

Terms$416

Social 1% Audience $32

Page 13: Big Data for Small Businesses

Case Profile

Channel % of Revenue KPIs Total Rev (M)

Dir Mail 57% RR%, AOV, Sales $1,824

Retail 16% Sales, Traffic $512

Email 6%Delivery, Opens, Clicks, Converts

$192

SEO 7% Source, phrases $224

PPC 13%CPC, Converts,

Terms$416

Social 1% Audience $32

Page 14: Big Data for Small Businesses

Case Profile

Channel % of Revenue KPIs Total Rev (M)

Dir Mail 57% RR%, AOV, Sales $1,824

Retail 16% Sales, Traffic $512

Email 6%Delivery, Opens, Clicks, Converts

$192

SEO 7% Source, phrases $224

PPC 13%CPC, Converts,

Terms$416

Social 1% Audience $32

$3.2MM

<20m orders

Page 15: Big Data for Small Businesses

SMB Challenge

Extract Meaning & Value

Without 100MM parallel servers

Without sophisticated algorithms

Page 16: Big Data for Small Businesses

Agenda

• Big Data in SMB Context

• Game Planning• Break & Breakout

• The Missing Link

• One for the Road

Page 17: Big Data for Small Businesses

Game Plan

• Be Organized

• Be Knowledgeable

• Be Focused

Page 18: Big Data for Small Businesses

Be Organized

HAVE A PLAN

• What’s truly important to know?

• When?

• Set Realistic Objectives

Page 19: Big Data for Small Businesses

What’s Important?

Merchandise Analysis

Page 20: Big Data for Small Businesses

What’s Important?

Interested in Change vs Last Year

Better

Page 21: Big Data for Small Businesses

What’s Important?

Interested ONLY in Change vs Last Year

Best!

Page 22: Big Data for Small Businesses

Be Organized

BE A DETAIL HAWK

• Create and enforce rules

• Implement Data Validation screens

• Prize data stewardship

Page 23: Big Data for Small Businesses

Be Organized

Data Validation screens

Page 24: Big Data for Small Businesses

Be Knowledgeable

UNDERSTAND CONTEXT AND PURPOSE

• Google Analytics

• Email Analytics

• Customer Summaries

• Etc

Page 25: Big Data for Small Businesses

Be Knowledgeable

AVOID SQUARE PEGS IN ROUND HOLES

• Don’t expect web analytics from order management system

• Don’t ask Email software to provide customer profiles

Page 26: Big Data for Small Businesses

Be Focused

AVOID ANALYSIS PARALYSIS

• Rejoice in imprecision

• Be Inclusive; include your SME’s

• Ask targeted questions

Page 27: Big Data for Small Businesses

Questions

**Difficulty framing the right question

Page 28: Big Data for Small Businesses

ExampleProspect “Hold Out” Test

Online specialty retailer

Built customer file online

Testing direct mail channel

Page 29: Big Data for Small Businesses

Example

Order Distribution by First Order Channel

Prospect Hold Out Test Orders ONLY

Page 30: Big Data for Small Businesses

SMB Challenge

Extract Meaning & Value

Intuition

Flexibility

Situational Awareness

Page 31: Big Data for Small Businesses

Agenda

• Big Data in SMB Context

• Game Planning

• Break & Breakout• The Missing Link

• One for the Road

Page 32: Big Data for Small Businesses

Breakout Challenge

Create your Big Data Profile

Identify the Pain Points

Page 33: Big Data for Small Businesses

Your Profile

Channel % of Revenue KPIs Total Rev (M)

Page 34: Big Data for Small Businesses

Agenda

• Big Data in SMB Context

• Game Planning

• Break & Breakout

• The Missing Link• One for the Road

Page 35: Big Data for Small Businesses

People, the missing link!

What do these people look like?

Who is Big Data

Page 36: Big Data for Small Businesses

Who is Big Data

Page 37: Big Data for Small Businesses

Who is Big Data

9 Attributes of a Data Rockstar

Page 38: Big Data for Small Businesses

#1 –Knows The Tools

• How well do they know the tools you’ve provided?

• Excel

• Databases

• Tableau

• Other

Page 39: Big Data for Small Businesses

#2 – Communicator

• Often overlooked!

• S/he is a liason

• Good = Efficient

• Communication is 2 way street

Page 40: Big Data for Small Businesses

#3 – Inquisitive

• Asks good questions

• About the business

• About the data

Page 41: Big Data for Small Businesses

#4 – Enjoys Data

• Tough to teach

• Have it or you don’t

• Evident after limited exposure to data

• Afflicts less than 10% of humans

Page 42: Big Data for Small Businesses

#5 – Primed for Improvement

• Continuous quest for Better

• Better performance

• Better understanding

• Better outputs and results

Page 43: Big Data for Small Businesses

#6 – Self Aware

• Understands not everyone possesses this mix of traits

• Embraces mission to make things simple and useful for others

Page 44: Big Data for Small Businesses

#7 – Versed in the Business

• Absolutely Crucial

• Think of this person as a “techie” at your own peril!

• Displays capacity to become deeply versed if not already so

Page 45: Big Data for Small Businesses

#8 – Aesthetic Sensibilities

• Often ignored trait

• Supports Communication (see #2!)

• Supports Usefulness & Utility Mission (see #6!)

Page 46: Big Data for Small Businesses

#9 – Empathetic

• Can place themselves in the shoes of the “consumers”

• Understands that others may use their work, not just look at it

• Sees through the eyes and workflows of others

Page 47: Big Data for Small Businesses

Who is Big Data

Page 48: Big Data for Small Businesses

Case StudyThe Challenge

• Small Business marketing skilled labor

• Individuals billed out at different hourly rates depending on project

• Needed to see projected revenue by individual and project, by week

Page 49: Big Data for Small Businesses

Case Study

Resources

• 4 data sources

• People, Projects, Rates, Projected Hours

• Excel

• Solution Designer (fancy word for human being)

Page 50: Big Data for Small Businesses

Case Study

Solution A

Page 51: Big Data for Small Businesses

Case Study

Solution B

Page 52: Big Data for Small Businesses

Case Study

Solution A

• 4 data sources

• Excel

• Designer A

Solution B

• 4 data sources

• Excel

• Designer B

Zero Adoption Full Adoption

Page 53: Big Data for Small Businesses

Agenda

• Big Data in SMB Context

• Game Planning

• Break & Breakout

• The Missing Link

• One for the Road

Page 54: Big Data for Small Businesses

Challenge for the Road

• Visualize your People

• Which one/s possess at least half of these traits?

• What role are they currently in?

Page 55: Big Data for Small Businesses

Challenge for the Road

• Visualize a New Hire

• What traits would you search for?

• What background would s/he have?

Page 56: Big Data for Small Businesses

Challenge for the Road

Page 57: Big Data for Small Businesses

Questions?