BIG DATA FOR MARKETING Christopher S. Penn, Vice President, Marketing Technology
Jun 27, 2015
BIG DATA FOR MARKETING
Christopher S. Penn, Vice President, Marketing Technology
WHO ARE THESE PEOPLE?
WHO?
Prashant Kaw@prashantkaw
Raj Vysetty@rvysetty
Christopher Penn@cspenn
WHAT IS BIG DATA?
DEFINITIONS
“Any data you do not have a story for. Also, data that does not fit on an Excel spreadsheet.”- Tom Webster, VP Strategy, Edison Research
EVOLUTION
1960: Data Warehouse
1990: Process Mining
1989: Business Intelligence
1974: Decision Support Systems
2003: Business Analytics
1993: OLAP/OLTP
2005: Big Data
EXABYTE
One BILLION Gigabytes (or more)
PERSPECTIVE
1 Exabyte = 13,333 Netflix
Repositories of 75,000 movies
TWO CONSTANTS
How do we store all this stuff?
What does this stuff tell us?
3 REASONS DATA-DRIVEN MARKETING FAILS
Sometimes, we ask for big data but what we’re really asking for is his
sister, better math.
Not many of us are dealing in exabytes right now.
3 REASONS DATA-DRIVEN MARKETING FAILS
3 REASONS DATA-DRIVEN MARKETING FAILS
Asking bad questions of good
data.Most of the time, bad answers come from bad questions. The data is usually pretty good.
3 REASONS DATA-DRIVEN MARKETING FAILS
1: “LET’S GO DIGGING!”
3 REASONS DATA-DRIVEN MARKETING FAILS
2: WRONG FOCUS
3 REASONS DATA-DRIVEN MARKETING FAILS
3: ASSUMING WHAT = WHY
LET’S TALK ABOUT IT
How do we store all this stuff?
What does this stuff tell us?
Prashant Kaw@prashantkaw
Raj Vysetty@rvysetty
Christopher Penn@cspenn
THANK YOU!Q&A