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Every CMO Can GetBig Value from Big Data

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CMOs Need Better Answers ASAP

“Marketing is the last bastion of unaccountable spending.” - Eric Schmidt, Google

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Big Data: It’s Big and It’s Everywhere… But is It “The Answer?”

72 hours

of video added to YouTube

every minute

1.4+ trillion

digital interactions per month

30+ billion

pieces of Facebook content

per month

40% growth

in data generated each

year

92%of the world’s

data created in the past two

years

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What Has to Happen to Realize the Promise? How’s It Going?

Data

Information

Results

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What Has to Happen to Realize the Promise? How’s It Going?

Data

Information

ResultsA miracle

occurs

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What Has to Happen to Realize the Promise? How’s It Going?

Data

Information

ResultsA miracle

occurs

Another miracle occurs

80%of marketing executives

are still looking for the value in big data

(Pitney Bowes, January 2013)

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How Are Organizations Getting Value from Big Data Now?

of top performing organizations cite revenue generation as the chief value from applying big data and analytics.

- IBM study

75%

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Marketing Budgets Aren’t Well-Optimized Today

85%of line item budgets

are not optimal

28%average potential

increase in marketing-driven sales

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How Do You Realize the Greatest Value from Big Data?

Focus on consumers

Becomeagile

marketers

Use it for strategy, not just tactics

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Big Data Can Give CMOs the Answers That Make a Big Difference

• What size budget do we need?• How do we best allocate our budget?• How do we efficiently reach the

consumer groups we target?• Which tactics really drive results?• What is our real ROI on each tactic? • Can we forecast more accurately?• What are the long-term effects?

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Leading Travel Co. Improves Results with ThinkVine Optimization

Goals• Achieve annual revenue target by identify the best mix for changing consumer

behavior• Establish an ongoing optimization cycle

4%Increase in revenue,

exceeding the target, and transitioned from an annual

to agile planning process

33% Increase in the

marketing budget with a more effective mix

Actions & Results

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The Value of the “Vs” Varies

Volume improves resolution

20X…and

Velocity does it quickly

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The Value of the “Vs” Varies

Volume improves resolution

20X…and

Velocity does it quickly

Variety provides valuable additional information

and Veracity is required for action

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There Are Many Types of Big Data

The Obvious• Web traffic & E-commerce data• Social media data• Customer/CRM/Loyalty data• Marketing Automation data• Sales channel data• Price & Promotion data• Operational data

The Not-So-Obvious• Market/category data• Market & consumer research data• Behavioral data• Cost & Financial data• Plans & “As Executed” data• Forecasts & Simulations

VVVV

Volume Velocity

Variety Veracity

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Velocity

Like People, Different “V”s Have Different Strengths

A/B testing, campaign optimization

Personalization,real-time buying

Planning/external focus, consumer targeting

Provides confidence across decisions

Variety

Volume

Veracity

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How Do You Realize the Greatest Value from Big Data?

Focus on consumers

Becomeagile

marketers

Use it for strategy, not just tactics

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Different Tactics Connect with Different Consumers

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target by group

engage by person

Use Big Data to

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When targetingnot “path”think “set”

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How Do You Realize the Greatest Value from Big Data?

Focus on consumers

Becomeagile

marketers

Use it for strategy, not just tactics

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Which One of These Things is Not Like the Other?

Marketing Automation Ad Buying

Operating MetricsMarketing Mix & Planning

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UnderstandROI of All Marketing

IdentifyKey

Objectives

Discover Optimal Budget Level

Create Plans

Simulate & Forecast

Execute & Evaluate Results

Agile Marketing Planning and Optimization

• Starts with your marketing goals and objectives

• Covers the full cycle• Integrates all marketing• Is objective (data-driven)• Includes analytics that:• Embrace complexity• Look forward and back• Easily translate to action

• Provides workflow not just numbers

• Automates for speed and consistency

• Preserves knowledge

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Lifestyle Retail Brand Success Story

Goals• Improve the return on marketing by more efficiently reaching targets• Identify the right timing of marketing to maximize holiday and off-season sales

5%Increase in total sales over the non-optimized plan by changing

both mix and flighting

25% Of budget reallocated from

catalogs to retargeted display and unbranded search

Actions & Results

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More Actionable

Consumer-focusedUnrivaled granularity

More Accurate

Attribution for all marketingForecasts within 1-2%

More Agile

Any marketer anytime Collaborative workflow

ThinkVine is Transforming Marketing Mix to Improve Results

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ThinkVine’s Integrated MMO Solution is “Sim City for CMOs”

• Software-based marketplace where simulated people consume media and purchase products the way real people do• Delivers historical attribution, enables consumer targeting, forecasts sales• Includes all off- and on-line media, other marketing and external factors• Gives marketers the choice of “What If?” or “Easy Button” optimization

Sales Forecasts“What If?” Plans Simulated Marketplace

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Targets

External Factors Copy Quality Geographies

ThinkVine Customers Can Pull Many Levers and Get Granular Info

26

Timing

Spend Distribution Price

Tactics

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How Do You Realize the Greatest Value from Big Data?

Focus on consumers

Becomeagile

marketers

Use it for strategy, not just tactics

By applying the right data, analytics and technology, brands have seen a 28% average increase in marketing-driven sales.

- Study of ThinkVine customers

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ThinkVine's marketing mix optimization solution provides B2C marketers with the forward-looking information they need to maximize return across all of their marketing investments.

www.thinkvine.comMark Battaglia

CEOmark.battaglia@thinkvine.com