Brad Terrell: Marketing in Real Time: Technology & Data Imperative

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Brad Terrell, VP & General Manager, Digital Media at Netezza: Marketing in Real Time: The Technology & Data Imperative: Keys to creating marketing value opportunities with real-time data.

Transcript of Brad Terrell: Marketing in Real Time: Technology & Data Imperative

Microsoft PowerPoint - 3 Brad Terrell [Compatibility Mode]

Brad TerrellBrad Terrell

Marketing in Real Time:The Technology

& Data Imperative

Innovation distinguishes between

a leader and a follower

Steve Jobs

SEPTEMBER 20, 2010, 9:34 AM ET

3

SEPTEMBER 20, 2010, 9:34 AM ET

IBM Buys Netezza for $1.7 Billion

Data-centric strategies create valueData-centric strategies create value

Data

Uniquenessis a source of

Uniqueness

CompetitiveAdvantage

is a source of

We made it!We made it!

Marketing and Data Analysis are Intertwined

Digital Exhaustbenefits marketers

75% of CMOs rearranging their teams in 2011

to keep pace with the demands of digital mediato keep pace with the demands of digital media Chris Stutzman, Forrester Research

The sexy job in the

next 10 years will

be statisticians

Hal Varian, Chief

Economist, Google

10

A+ players

are hard to find

Extracting insights from exploding data volumes

requires new technologies and methodologies

Extracting insights from exploding data volumes

requires new technologies and methodologies

What initiated this trend?What initiated this trend?

Sampling can be a good thing

but not in

digital marketing!

Throwing out impressions

breaks attribution analysis

Massively.

Parallel.Parallel.

Computing.

The company with

the most data wins

Tim OReilly

Its not just about big

Reducing data latency

creates significant marketing value

Real-time marketing is like being in the

stands instead of watching it on TV later

Increasing consumer power

means the stakes are higher

Relevance:

does not fit all

because one size

The Data Aggregation Problem

Market X: Price/Volume Curve

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

I

M

P

R

E

S

S

I

O

N

S

P

E

R

D

A

Y

Price/Volume Forecast Curves Show the Optimal Bid in Each Market:

( ) ( )( )BNBRmax

The Bidding Problem

00.00 1.00 2.00 3.00 4.00 5.00

CPM Bid

0

500

1,000

1,500

2,000

2,500

3,000

3,500

0.00 1.00 2.00 3.00 4.00 5.00CPM Bid

P

R

O

F

I

T

Market X: Profit Curve

R = revenue derived from showing adB = ads bid

N(B) = impression volume for bid B as predicted by P/V Curve

Customer Insight Through Deeper Analysis(The Fastest Climbers Win)

BI Reporting and Ad-Hoc Analysis

Predictive Analytics

Optimization

What happened?

When and where?

How much?

What will happen?

What will the impact be?

What is the

best choice?