Marketing for newborns: how Analytics and IoT reflect on ... · New mothers marketing path...

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Marketing for newborns: how Analytics and IoTreflect on the way companies target new generations

Cristina Conti, Analytics Solutions Manager Global Technology Practice, SAS


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Some intro

I’ll be using mom-familiar situations

to present powerful analytical

capabilities that can generate a strong business

outcome

I have a 4 months old daughter

whose birth gave me the idea for

this presentation

I work in SAS Global Practice,

supporting Analytics and Data Science


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One day they’ll rule the world… or are they already?

Gen Z, who are they?

Most often, they are targeted through they romantically embezzeled mothers


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Without too much psychology, mothers are unsure how to treat new babies

Thus, they are very responsive to some very old style, yet very powerful marketing rule… find a need that you didn’t know you had!!

In most mother’s case, this rule is even more powerful as moms are always looking for a magic wand

Why are mothers a good target?


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New mothers marketing path

Traditional word of

mouth: you have it, I want

it

Modern word of mouth:

online blogs

Images: I do, you do, we do

Customer segmentation

Contextual marketing

Internet of things

Optimization

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Data

DeploymentDiscovery

To get VALUE out of any analytics endeavor, 3 key components have to be considered:

• DATA;

• DISCOVERY; and

• DEPLOYMENT.

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Data is the foundation

Structured Data

Online / Digital Data

Machine Data

Social Media Data

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What we do with Data: DISCOVERY

Visualization

Prediction

Machine Learning

Optimization

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How we Operationalize the results: DEPLOYMENT

Data Warehouse

CRM / Call Center

Mobile Channel

Devices


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How? word of mouth and online blogs…

*Mom Consulting Central, 2014


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Ok, so exactly how do we capture them?

From huge unstructured content

To actionable analysis that can

lead to selling our own product


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From a practical standpoint

Natural Language Processing

Context

JL

Machine Learning

H

Discovery

Human Input

Topics, Insights,Relationships, Taxonomies,

Scored Documents

Unstructured Text Data

Operations

Further

Analysis

Text Analytics


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Model social relations

1

Detect the network

2

Assign the roles and classifythe community

3

Social Network Analysis


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Picture this: you have it, you do it, I want it

*Mom Consulting Central, 2014

83% of influencers have «visual»

accounts: Pinterest, Instagram…

Why pictures matter? Sometimes

we are the pics we post… and

you’ll know exactly what I’m

going through!


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Step 3: Image Recognition

Load Images and Resize

1

Convert ColorsApply noise reduction and

binarizationApply edge detection

Convert to data matrix for machine learning purposes

2 3 4 5


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Segmentation, because my child is not like yours

«needs» toys

to learn how

to crawl

«needs» toys

to manage

teething

«needs» sling

to always be

carried

«needs»

neck-ring to

enjoy water


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Modern targeting through recommendations

Cluster method

KNN method

SVD method

ensemble• User profile

• Order history

• Click history

• Item view history

Item

recommendations

Not just that!

Combine with initial mapping and profiling based on unstructured data to provide even more precise recommendations


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5 moms just finished the baby massage class

It’s lunchtime and it’s raining

They have plenty of time, no need to rush home

Real-time geomarketingGive them what they need

through geolocalized marketing


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Still an end-to-end integrated process

Descriptive

Diagnostic

Predictive

Transactions

Channel Interactions

Opinions / Sentiments

Listen / Filter / Trigger

Listen: Detect Events

Understand: Integrate Data

Understand: Apply Analytics

React: Take Action

Online, Offline

Structured, Unstructured

Match, Merge, Purge

First Party, Third Party

Outbound

Inbound / Real-Time

Orchestrated Omni-Channel


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Connected at birth

(don’t tell them though)


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Ok, maybe no demotic baby yet, but you can check out the demo-tic home at the booth


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Marketing for newborns: how Analytics and IoT reflect on ... · New mothers marketing path...

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