Strategy & Data 4A’s Strategy Festival
Jan 27, 2015
Strategy & Data4A’s Strategy Festival
Lung HuangVP of Digital Advertising, Global
Partnerships@Lung_Huang
Big Data & Data Driven Marketing
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90%OF THE WORLD’S DATA WAS GENERATED IN THE
LAST TWO YEARS*
Source: US Chamber of Commerce 2013
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National Climactic Data Center……………………….…… 6,144Library of Congress’ digital collection…………….…….…5,120US Census Bureau Data ………………………………...... 3,789Nasdaq stock market database …………………………... 3,072Tweets sent in 2012 …………………………………………… 19Contents of every print issue of WIRED …......................... 1.26
Business email sent per year ………………………..…… 2,986,100Content uploaded to Facebook each year ………..……… 182,500Google’s search index …………………………….……….... . 97,656Kaiser Permanente’s digital health records ……………….. 30,720Large Hadron Collider’s annual data output …..…………… 15,360Videos uploaded to YouTube per year ……………….…..... 15,000
Size of data sets in terabytes
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dunnhumby’s Context
24 Years … 28 Countries … 1,000s of Clients
400M Customers … All Media Channels
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Strategy and Data – 3 ways the world is changing
The Changing World
New kinds of data and new uses
New skills and orientation needed
Growing expectations among consumers
Your Opportunities
Learn what data your clients are using
Understand role of data and possibilities
Use data to drive consumer relevance
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What do I know about my customers?
HOW I SHOP
WHERE I AM
what I buy
WHAT I SEE/HEAR
WHO I KNOW/INFLUENCES (MY
SOCIAL NETWORK)
HOW I DECIDE
WHO I AM
WHAT I LIKE MY
NEEDS/PREFERENCES
MEDIA
SHOPPING
MOTIVATIONS
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Integration across channels to deliver a relevant experience
OWNED MEDIA
EARNED MEDIA
DM
MOBILE
DISPLAY
SOCIAL
TV
WEBSITE/MOBILE
APPS
RETAIL MEDIA
SOCIAL PLATFORMS
WOM
PAID MEDIA
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SHOPPER DATA
“BIG DATA”(e.g. digital media exposure data) NEW INSIGHT
DATASET
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dunnhumby measures
purchases back to POS data
Purchased-based online targeting + sales measurement
media partner finds and serves
those households anywhere online
dunnhumby creates target
using customer purchase data
© dunnhumby.com 2013 | Confidential
Direct link between TV ad exposure and purchase data
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Measure impact by:
CreativeFrequencyDurationTiming / Day PartContext
Macy’s Purchase
Households
2.2 Million TV Viewing
Households
Single Source Matched HH
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On-line Advertising: Purchase data makes it more effective
+163% +121% +28%
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Innovate store brand products to fill “basket holes”
CASE STUDY
PROBLEM: Customers were shopping at competitor stores for key products
INSIGHT:????
SOLUTION: Developed own label range to complete existing customers baskets
RESULTS:
• Tesco Finest is a £1.2bn+ brand
• Bigger than Coca-Cola in the U.K.
• + 700 SKUs
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Improving retail decisions: range/assortment
PROBLEM: Current milk layout is built around brands. Lactose free milk is not easy to shop for.
INSIGHT: Customer behavior shows us that they shop by category; customers choose milk first by product type rather than size or brand.
CASE STUDY
WHAT’S NEXT
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It is Mobile, but Payments
will be transformative
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Predictive Technology becomes the norm
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Insights Trumps All.
Insights not Data
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Thank you
@Lung_Huang212-379-3036