What’s driving Big Data in a Communication Context?

Designing for ContextInternational Advertising Association

UNGKOM Midtjylland20. november 2014

Niels Chr. Møller

Data management for intelligent, realtime kommunikation

Bygger bro mellem det kreative og det tekniske

Art Copy Code

Morgendagens vindere bliver de markedsførere,der er bedst til at kapitalisere på kundedata

� What’s driving Big Data in a Communication Context?

� Online Privacy & Democracy

� From Realtime to Context Driven Communication

Agenda

Facebook drones to cover world in wi-fi

“Our goal with Internet.org is to make affordable access to basic internet services available to every person in the world,”

Facebook’s chief executive, Mark ZuckerbergMarch 28, 2014 (The Independent)

Approx. 2.5 of 7.1 billion people have internet access today!

E-Commerce

E-commerce� US E-Commerce sales as percent of

retail sales was 6.6 % for Q3 2014,annual growth rate 12,5 % (YCHARTS)

What happens as it rises to 20 % ?

� Chinese E-commerce giant Alibabareports more than $9,3 billion in sales on China’s Singles’ Day Nov. 11, 2014

In 2013 sales were $5,8 billion (254 million orders and 166 million shipments :)(Reuters & Ritzau Finans)

The Internet of Things

The Internet of Things

One ECO-System� Any device, place, time and one

� Sensing, observing, communicating and interacting

� Tracking behavior, product, location and situation

� Targeting users just-in-time (not just-in-case)

� Data-Driven decision analytics

� New products, media and business models

Social Media� 1.8 billion social network users (Statista.com, 2014)

� User Generated Content (eMarketer, 2013)

� 51.8 % of all US users are content creators� 70 % of all US users are content consumers

� Social sharing (Statista.com, 2014)

� 58 % share content often, 33 % once in a while, only 9 % never shares

� ..and brands are moving rapidly in the same direction

We are all publishers!

Cloud-Based Business Models

Build, Provide, Manage or EnableCloud-BasedBusiness Models

When your API is your ProductCloud-BasedBusiness Models

“We want to be the location layer on the internet…. and our API is

predominant to our business” Dennis Crowley, Foursquare

CEO, co-founder

SEO� 2.2 trillion searches on Google globally

(Statista.com, 2014)

� 94 % is organic search, only 6 % is PPC (Group M UK and Nielsen)

Digital Footprints

Digital Footprints� The footprints we leave after using

internet based devices

� An online portfolio of who we are, what we do, and by association, what we know(Richardson, 2008)

� ...and most of us don’t even worry about it

Agenda

� What is driving Big Data in a Communication Context

� Online Privacy and Democracy

� From Realtime to Context Driven Communikation

We are all data!

Online Privacy & Democracy

“They (NSA) are setting fire to the future of the internet. …you guys are all the firefighters”

Edward SnowdenSXSW 2014

"There has been a military occupation of Internet space“

“We’re all being watched”

Julian AssangeSpokesman, WikiLeaksSXSW 2014

"We were attacked by the Chinese in 2010 and the NSA in 2013“

Eric SchmidtGoogle ChairmanSXSW 2014

Microsoft to strengthen security over NSA surveillance fears (siteProNews, 2013)

Yahoo Launches Post-Snowden Security Boost (TechWeek, 2014)

Facebook rolls out SSL data encryption for all its web traffic to combat NSA spying techniques (Wired, 2014)

President Obama to introduce bill that would end NSA's bulk data collection(New York Times, 2014)

75% of respondents indicated that The Edward Snowden incident has changed their companies’ cybersecurity practices (ThreatTrack Security Survey, 2014)

The Snowden Effect

The Snowden Effect

Merkel's phone may have been monitored 'for over 10 years‘ (The Observer, 2013)

In wake of Snowden revelations, German Chancellor Angela Merkel proposes secure European web (BBC News, 2013)

BND to hire hackers“Germany's foreign intelligence agency plans to spend millions to penetrate the secure connection technologies used by social networks, banks and online shops”

Süddeutsche Zeitung, November 10, 2014

"We are pretty sure the information that is inside of Google right now Is safe”

Eric SchmidtGoogle ChairmanSXSW 2014

“Government has the ability to deprive you of rights. …They have police powers, they have military powers, they have intelligence powers they can literally kill you, they can jail you, they can surveil you.”

“Companies can surveil you to sell you products, to sell you information to other companies. That can be bad, but you have legal records.”

Edward SnowdenSXSW 2014

“One of the things I would say to a large company is not that you can’t collect any datait is that you should only collect the data and hold it for as long as necessary for the operation of the business”

Edward SnowdenSXSW 2014

“Data should not be collected without people’s knowledge and consent”

“Governments are prioritizing data collection. We need to prioritize data security.”

“.. encryption does work”

Edward SnowdenSXSW 2014

The Bottom Line

Who owns your online identity?

Hart Research Associates, 2013

“We need a global constitution – a bill of rights.”

Tim Berners-LeeWorld Wide Web Inventor

SXSW 2014

What your company should do?� Develop a CRM Data Strategy

� Prioritize data security before data collection

� Give customers choice, control and information

� It’s a marketing-job, but a Board and C-Level responsibility

From Realtime to Context Driven Communication

“The strategy and practice of responding with immediacy to external events and triggers.

It’s arguably the most relevant form of marketing, achieved by listening to and/or anticipating consumer

interest and needs”(Altimeter Group)

Data Management Platform

API

Enterprise Integrations

Communicate

Data ManagementPlatform

Collect

Email Postal SMS App

Web Telemarketing

Response Behavior Leads

Monitor

Reports Analysis Dashboards

Customer service integration

CRM/ERP/BI Data Exchange

Real time integration

Social

High level security

Push/Pull data and content

Social

Create a content marketing strategy� Know your audience, personas

� Find a voice, what content are you?

� Define key themes and messages

� Establish a frequency framework

� Created detailed editorial calendar

� Steel like an artist

� Create user-generated content

� Publish in relevant channels/customer touchpoints

� Anticipate, listen and respond… in realtime

Think like a publisher

SituationLocationTimeMedia

ProfileConsumptionOpinionExperience

Relevans

Data-Driven AnalyticsRealtime Monitoring

What theySay

ThinkDo

How one little cookie changed the Super Bowl ad game

Bridge the gab between art, copy and code

Art Copy Code

AMARA’s LAW

“We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run."

Roy AmaraPast president of The Institute for the Future

Tak for i dag

LinkedIn: nielschrmollerTwitter: nielsmollerE-mail: [email protected]

Niels Chr. MøllerAdm. direktør