BIG DATA in MARKETING
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BIG DATA
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This is a presentation about BIG DATA in Marketing. And How Marketing will change and has to change when BIG DATA is applied.
Transcript of BIG DATA in MARKETING
BIG DATA
BIG DATAin Relation to Marketing
WHO AM I
Juergen Hoebarth
upper Austria / Vienna / Hong Kong
worked for / with / in agencies
Startups / Marketing
Cofounder of RealLifeConnect
BIG DATAWHERE ARE WE NOW
THE AGE OF THE INFORMED CONSUMER
BIG DATAWHERE ARE WE NOW
THE DEVICE REVOLUTION
BIG DATAWHERE ARE WE NOW
FRAGMENTED MEDIA
BIG DATAWHERE ARE WE NOW
THE NEW CURRENCY
IN MARKETING
BIG DATAIN MARKETING
If we talk about marketing we think about
BIG DATAIN MARKETING
and not about this
BIG DATAIN MARKETING
BUT BE AWARE
BIG DATA IS MARKETERS BEST
FRIEND
thetherightright
messagemessage
BIG DATAIN MARKETING
to theto therightright
personperson
at theat therightrighttimetime
for thefor therightrightpriceprice
BIG DATAIN MARKETING
APPLY SCIENCE TO MARKETING COMMUNICATIONS IN ORDER TO
BETTER UNDERSTAND THE TARGET AUDIENCE
BIG DATAWHAT IS BIG DATA
BIG DATA DESCRIBES THE EVER INCREASING AMOUNT OF RAW DATA AND INFORMATION GENERATED BY DIGITAL NETWORKS, SENSORS AND
DATA CAPTURING TECHNOLOGY
BIG DATAin Relation to Marketing
• Youtube
• Cellphone networks
• Credit card / Banks
• Loyalty card / Member card
• Discount cards
DIGITAL NETWORKS
BIG DATA
SENSORS
• Mobile phone
• Sleep tracker
• GPS
• Pulse sensor
• Temperature
• Weather
in Relation to Marketing
BIG DATA
DATA CAPTURING TECHNOLOGY
• Online survey
• Google Analytics
• Kissmetrics
• Luckyorange
• Callcenter
• Feedback form
in Relation to Marketing
BIG DATA
what do companies do with data already?
AS A CONSUMER YOU GENERATE DATA
BIG DATA
BIG DATA ON A SMALL SCALE
AS A CONSUMER
BIG DATAAS A CONSUMER
BIG DATA
THINGS CHANGE
AS A MARKETER IF YOU USE BIG DATA
BIG DATA
Qualitative ResearchThe Big Idea
The Creative CampaignCampaign PlanningChannel Planning
Eye BallsBelieve
A/B & Multivariate TestingHypothesis
The Minimal Viable Product (MVP)Validation/IterationScenario Modeling
User BehaviorUnderstand
TRADITITRADITIONALONAL NEWNEW
FOR MARKETERS
BIG DATAFOR MARKETERS
BIG DATA IN MARKETING IS MORE ABOUT THE CUSTOMER THAN ABOUT THE PRODUCT
BIG DATANOW AND THEN
NOWNOW THENTHEN
DRINK THIS AND YOU WILL FEEL GOOD
FIND CUSTOMERS WHO ARE HIGHLY ACTIVE
IN SPORTS, ADRESS THEM WITH THE RIGHT MESSAGE ABOUT THE NEEDS
THEY HAVE
BIG DATANOW AND THEN
NOWNOW THENTHEN
MAKE A CAMPAIGN, THE STRATEGY, THE AD FORMAT AND THAN RUN THE CAMPAIGN
Make - Listen - Iterate - Listen - Iterate
BIG DATANOW AND THEN
NOWNOW THENTHEN
WE MEASURE CLICK RATES ON BANNERS Multiple banners and test out what works where and when
BIG DATA
IT GIVES YOU AN ADVANTAGE
You measure all things and adjust in realtime
NOW AND THEN
BIG DATA
CAMPAIGNS ARE DEAD
THE NEW RULEIS A CONTINUOUS Dialogue
NOW AND THEN
BIG DATA
So that you get the best creative idea backed by data about who your existing and potential customer is and how to reach him
NOW AND THEN
BIG DATANOW AND THEN
NOWNOW THENTHEN
BRAND AWARENESS KPIs “HARD NUMBERS”
ROI
BIG DATA
BIG DATA IN MARKETING IS NOT ABOUT BIG
QUANTITATIVE NUMERSIT’S ABOUT MEANINGFUL QUALITATIVE NUMBERS
FOR MARKETERS
BIG DATA
- MORE VISITORS DOES NOT EQUAL MORE SALES IT’S THE QUALITY THAT IS MEANINGFUL- MORE REACH THROUGH ADS DOES NOT EQUAL MORE BRAND AWARENESS IT’S ABOUT THE PEOPLE YOU REACH
FOR MARKETERS
BIG DATA
PROACTIVE
- searching keyword- retargeting
converting existing demand on the market
ACTIVE
- build custom audiences- find high value new customers
stimulating new demand, branding future demand
FOR MARKETERS
BIG DATAEXAMPLES
WHAT CAN BE DONE WITH THE DATA COLLECTED?
BIG DATAEXAMPLES
WHERE DID THEY GET THE INFORMATION?
BIG DATAEXAMPLES
YOU SEARCH FOR A NEW FLATFOR WHICH BRAND COULD THIS INFO BE RELEVANT ?
BIG DATA
SOME FUN GAMES WITH BIG DATA
THANKS TO GOOGLE
GOOGLE TRENDS
BIG DATAGOOGLE TRENDS
BIG DATAGOOGLE TRENDS
Weisswurst / Bockwurst / Thüringer
Berlin / Bockwurst
Munich / Weisswurst
Thüring / Thüringer
BIG DATAGösser / Wieselburger / Stiegl / Ottakringer / Zipfer / Desperados
HOW RETAILER CAN USE DATA
1 2 3
4 5 6
BIG DATA
BUT NEVER FORGET ALL THE DATA YOU COLLECT IS
WORTHLESS IF YOU DO NOT LINK UP DIFFERENT SOURCES
BIG DATAHEAVEN FOR A “BIG DATA MARKETER”
BE AWARE IF YOU USE BIG DATA IN MARKETING
THE CAMPAIGN PROCESS HAS TO CHANGE AS WELL
Make - Listen - Iterate - Listen - Iterate.....
THATHANKNK
YOUYOU
