BIG DATA = BIG CHALLENGE
May 06, 2015
BIG DATA = BIG CHALLENGE
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The Landscape: Focus On Marketing
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Domo
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SAS
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EVERYONE IS MEASURING EVERYTHING
@randschulman
What is Big Data and How can you Use it?A cluster of existing technologies, combined in an innovative manner.
Takeaways from 250k 3/13 w Incisive Media Survey
@randschulman
Everybody is measuring everything - few have good common understanding of Words
70% Don’t know what Real Time Means
82% Say they have “Multi Channel” but definitions very
One Third On/Off line; One Third Enterprise Silos; One Third Digital only (SEO, PPC, Display, etc.)
Total transformation of digital marketing with Impact of Google UA, GA, Tags, Attribution and Predictive layers
Expertise more in demand than ever
Look for more predictive and self-learning apps
Data Sources
• POS• Desktop• Social• Mobile• Ad network• CRM• Call Center• Email• ERP• Inventory• APP• Augmented Reality
Vendor
• Predict(ive)• Display• Analyze• Load• Transform• Extract
Practitioner
• Insight• Action
Big Data: Common Characteristics
@randschulman
Impact of Big Data – Remember the New 4 Ps
Marketing becomes more central to organizational success
@randschulman
#1 People More Important Than EverNew Roles – CDO, CIO, CCO, C Mobile Officer – Blend of Acquire/Convert/Retain Skills – More like Game Skills do not exist today (Content Engineer) – Universities do a poor job
@randschulman
#2 Process - Customers Running as Fast as They Can – no one rule today.• Breakdown of Organizational Silos as new roles emerge
• Where does budget sit?
• Who services whom?
• What are the organizational KPIs?
@randschulman
#3 Purpose What are your objectives?Clearly Define them Start with a Small Project!
@randschulman
#1 Platform - No One stands Out Differentiation is a challenge for vendors