The Digital Village™

Pyramid™ Digital Marketing‏

Big Data Opportunities - Presentation

Real-time Analytics at Point-of-Sale Customer Profiling, Streaming and Segmentation

Social Intelligence – Campaigns, Offers and Promotions

Pyramid™‏Digital‏Marketing‏

Pyramid™‏ - Digital Marketing

Pyramid™‏ - Digital Marketing Value Proposition (MVP)

drives the “Big‏Wheel”‏– turning Data Streams into Revenue‏Streams…..

Data Streams

Revenue Streams

Digital Business Models

The Amazon Business Model - "Perfect

Store" - can be likened to a water mill. The

more water (internet traffic) that flows over

the wheel, then the faster the wheel turns -

generating more power (Market Insights).

The greater the flow of data, the more

intimate the insights - the Water Mill "turns

Data Streams into Revenue streams“…

Bricks-and-Mortar Business Models (e.g.

Walmart) have an enormous capital

investment in infrastructure (Warehouses,

Transport, Buildings) and huge overheads

(Building Costs and Staff) - Digital Business

Models (Amazon) just have Web 2.0.....

Digital Business Model

Pyramid Digital™ - Social Intelligence

This revolutionary Digital Marketing approach is called Pyramid‏ Digital™‏- a next-generation

Social Intelligence solution for real-time lifestyle understanding: -

• The Pyramid solution uses Social Intelligence to get right to the heart of every audience -

and puts the audience back at the heart of every retail, media & entertainment enterprise.

• The Pyramid Digital Marketing solution works through Real-time Analytics – tuning in

directly to the dynamic nature of people, fashion, media and culture.

• The Pyramid‏ Digital™‏solution analyses intimate audience viewing behaviour using Social

Intelligence and Real-time Insight, inspiring better digital marketing campaigns, faster –

ideas which connect directly, at an intimate level, with the widest possible network audience.

• Most importantly, the Pyramid Digital™‏solution tracks and understands the changing

behaviour of consumers, viewers, fans and audiences and their propensity to engage with

different ideas, lifestyles, interests, needs, passions, aspirations and desires.

Pyramid™‏ - SMACT/4D Digital Technology Stack

The Pyramid™‏ - Digital Marketing Value Proposition (MVP)

drives‏the‏“Big‏Wheel”‏– turning‏Data‏Streams‏into‏Revenue‏Streams…..

Exploiting emerging SMACT/4D Digital

Technologies – including Social Media,

Mobile Smart Apps, Real-time Analytics,

Cloud Services, Telematics / IoT and GIS /

GPS – in order to discover and exploit

actionable commercial insights. These are in

turn refined, packaged, tested and delivered

through Organisational Change, Digital

Business Transformation and Platform

Refreshment Programmes - so that we can

achieve true Digital Marketing capability –

via Customer Experience Management

(CEM), Social CRM along with Multi-channel

Retail Platforms, deploying and exploiting

the SMACT/4D Digital Technology Stack.

Data Streams

Revenue Streams

Pyramid™‏ – Brand Loyalty / Affinity

Market Value Proposition

Omni-channel Digital Retail supports the following sales channels:-

– In-store

– Catalogue

– Call-centre

– e-Commerce

– Mobile

– Social Media

• Social Media is now the fastest-growing Sales Channel in the most

affluent Demographic Segments and socially active Customer Streams

• Digital Revenue Acceleration – driving sustainable growth through

incremental sales, market share and revenue streams – by deploying

Digital Platforms / Data Science Analytics / Social Intelligence Insights

The Pyramid™‏ - Digital Marketing Music Cone

Fashion Cone

Sports Cone

Finance Cone

Retail Cone

Leisure Cone

Education Cone

Employment Cone Healthcare Cone

Political Cone Gaming Cone

Social Media Cone

There are many types of Lifestyle, Fan-base,‏Brand‏Loyalty‏and‏Product‏Affinity‏Cones…..

Actionable Insights

Actionable Insights – “Data‏Streams‏into‏Revenue‏Streams”

• Big Data Architects – Data Provisioning / ETL Processes

• Big Data Engineers – Apache Hadoop Platform Component Library

• Big Data Analytics – Data Scientists

• Marketing Insights – Data Analysts / Product Managers

• Campaign Selection – Customer Stream / Segment Managers

/ Promcoples/

Insight

Data Science / Analytics

Business Intelligence

ERP – Retail Merchandising

CRM - Customer Relationship Management

ECM – Catalogue / Category / Product Management

Brand Audience – Consumer Metrics / Social Intelligence

External Data Lake - People and Places / Social Media / Audience Metrics

On-line Consumer Marketing

Target – Who ?

Attention – What?

Interest – When ?

Need – Where ?

Desire – How ?

Aspirations – Why ?

Information Pyramid

Lifestyle – Channels ?

Omni-channel Digital Retail In-store

Catalogue Call-centre

e-Commerce Mobile

Social Media

Campaigns Offers

Promotions

Lifestyle Analytics

• Digital Retailers seek to enhance their Consumer Data with Lifestyle Analytics - Who, What, Where, Why When, How. Consumer Lifestyle aspirations and motivation are often expressed through the lifestyle events that people choose to make happen - and these lifestyle choices are documented in their Consumer Spending, Social Media and Audience Metrics Data.

• Lifestyle Events - "People and Places" Data: -

– Who are they interacting with - People

– What ideas are they connecting with - Trends

– Where are they going - Places

– Why are they doing this - Lifestyle

– When are they doing it - Time

– How are they doing it - Channels

• Lifestyle "People, Places and Events" Data is valuable - so we don't usually find it in "free" Public Domain or Open Source data sets. What we do find in Public Sources is lots of object or "Thing" Data - generic environmental and transport information such as "Trains and Boats and Planes" Data - which may be re-used in order to enhance our customer experience.....

Sport

Music

Fashion

Lifestyle Analytics - Subjects

Sport Music Fashion

School College Work

Trends People Places Media

Education and Work

Lifestyle and Aspirations

Lifestyle Analytics - Clusters

Friends and Family Leisure and

Entertainment

Cluster Analysis in Data Science

• Cluster Analysis is a technique where similar data item values are identified and grouped together in Cluster Centrums -- in

order to discover previously unknown or concealed data relationships - using a variety of Clustering Algorithms. This model

is used to explore very large volumes of transactional or machine generated (automatic) data, social media and internet

content. Hundreds of spatial, mechanical, mathematical and statistical clustering algorithms are available. Many of these

clustering algorithms may‏be‏“admissible”‏– but no single algorithm when used alone can‏be‏considered‏“optimal”:‏-

– K-means

– Kernel K-means

– Nearest neighbour

– Spectral Clustering

– CHAID Analysis / R

– Ranking Algorithms

– Gaussian mixture model

– Latent Dirichlet Allocation

• The CHAID Analysis (Chi Square Automatic Interaction Detection) in R is a natural form of numeric analysis that identifies

each independent variable to discover implicit data relationships (interactions) with dependant variables, along with other

data outcomes, in and across single / multiple Data Sets - without any explicit prior assumptions as to the number or nature

of Cluster Centrums. This model – using automatic determination in order to identify how each dependent variable is related

and explain implicit natural groupings and reveal any other previously hidden data outcomes – is used in cases of market

penetration, predicting and interpreting responses and a multitude of other data-driven research problems.

• Exploring Baysean, Clustering and Wave-form algorithms against time-series and cross-section Big Datasets are the key to

unlocking Cycles, Patterns and Trends in complex (non-linear) systems – Cosmology, Climate and Weather, Economics and

Fiscal Policy – in order to forecast future outcomes and events by modelling the impact of Random Events (Weak Signals,

Wild Cards and Black Swan Events) acting on Human Activity data (Schumpeter Political, Economic, Social, Industrial,

Agronomy and Technology Waves) and Natural data (Bond Cycles - Solar, Oceanic and Atmospheric Climate Forcing).

Pyramid™‏ - Digital Marketing

7. Enthusiasts

8. Fanatics

5. Followers

6. Supporters

3. Indifferent

4. Casuals

1. Disconnected

2. Inactive

Customer Profile FECI / DIFS Segments: -

4%

8%

14%

18%

The‏Unconnected…..

“Donut and Ice Cream Cone™”

Big Data

Cloud

Services

Analytics

Multi-Channel

Retail

Social

Intelligence Campaign

Management

6%

12%

16%

22%

Digital Platform - Product Features

Digital Platform Features – SMACT/4D‏Digital‏Platform‏“Product‏DNA”

• Social Intelligence – Social Media Consumer Profiling and Campaigns

• Mobile Platforms – Smart Devices / Smart Apps / Telecommunications

• Analytics – Big Data Analytics / Data Science / Actionable Insights

• Cloud Platforms – e-Commerce / Retail Merchandising / CRM / ERP

• Telemetry – Remote Sensing / Automatic and Machine-generated Data

• 4D GIS – People and Places – GPS / Geospatial Mapping and Analytics

/ Promcoples/

Brand DNA

Brand Personality / CSFs

Brand Promise / Cache

Brand Core Values / Principles

Brand Benefits – Category / Product Features

Brand Consumer Perception / Loyalty

Brand Audience – Consumer Metrics / Analytics / Insights

Market Insights – Brand Positioning / Market Share

On-line Brand Management

Target – Who ?

Attention – What?

Interest – When ?

Need – Where ?

Desire – How ?

Aspirations – Why ?

Customer Experience and Journey

Lifestyle – Channels ?

Omni-channel Digital Retail In-store

Catalogue Call-centre

e-Commerce Mobile

Social Media

Campaigns Offers

Promotions

The Pyramid™‏ - Digital Marketing Customer Profile FECI / DIFS Segments: -

The‏Unconnected…..

“Donut and Ice Cream Cone™”

Big

Data

Cloud

Services

Analytics

Multi-Channel

Retail

Social

Intelligence Campaign

Management

7. Enthusiasts

8. Fanatics

5. Followers

6. Supporters

3. Indifferent

4. Casuals

1. Disconnected

2. Inactive

4%

8%

14%

18%

6%

12%

16%

22%

Big

Data

SalesForce.com – a Cloud Platform Social CRM Business Solution

The Pyramid™‏ - CLOUD DATA

Customer Management (CRM / CEM)

Social Intelligence

Campaign Management

The Pyramid™‏

Profiling,

Streaming &

Segmentation

The Pyramid™‏ - Enterprise Digital Marketing

The Pyramid™‏

TV Set-top Box - Channel Data

Consumer Data Smart Apps

Market Sentiment

Insights

e-Business

Smart Apps - Mobile Playlists

Geospatial Analysis

Analytics

Big Data

Brand Loyalty / Affinity

Pyramid™‏ – Digital Marketing

Pyramid™‏ - Digital Marketing App

Qubix Digital™‏

Social Intelligence

and Market

Sentiment Cloud

CRM /

CEM

Data

Profile

Data CRM / CEM

Big Data

Analytics

Customer Management (CRM / CEM)

Social Intelligence

Campaign Management

e-Business Smart Apps

Big Data Analytics

Pyramid™‏

Customer Loyalty

& Brand Affinity

Pyramid™‏ Analytics

Smart Apps

Insights

Reports

Market Survey Data TV Set-top Box

Channel Selections

Smart App Playlists

“DATA‏SCIENCE”‏– my own special area of Business expertise

Targeting – Split / Map / Shuffle / Reduce

Consume – End-User Data

Data Provisioning – High-Volume Data Flows

– Mobile‏Enterprise‏Platforms‏(MEAP’s)

Apache Hadoop Framework

HDFS, MapReduce, Metlab “R”

Autonomy, Vertica

Smart Devices

Smart Apps

Smart Grid

Clinical Trial, Morbidity and Actuarial Outcomes

Market Sentiment and Price Curve Forecasting

Horizon Scanning,, Tracking and Monitoring

Weak Signal, Wild Card and Black Swan Event Forecasting

– Data Delivery and Consumption

News Feeds and Digital Media

Global Internet Content

Social Mapping

Social Media

Social CRM

– Data Discovery and Collection

– Analytics Engines - Hadoop

– Data Presentation and Display Excel

Web

Mobile

– Data Management Processes Data Audit

Data Profile

Data Quality Reporting

Data Quality Improvement

Data Extract, Transform, Load

– Performance Acceleration GPU’s‏– massive parallelism

SSD’s‏– in-memory processing

DBMS – ultra-fast data replication

– Data Management Tools DataFlux

Embarcadero

Informatica

Talend

– Info. Management Tools Business Objects

Cognos

Hyperion

Microstrategy

Biolap

Jedox

Sagent

Polaris

Teradata

SAP HANA

Netezza (now IBM)

Greenplum (now Pivotal)

Extreme Data xdg

Zybert Gridbox

– Data Warehouse Appliances

Ab Initio

Ascential

Genio

Orchestra

SOCIAL INTELLIGENCE – The Emerging Big Data Stack

Information Management Strategy

Data Acquisition Strategy

Big Data – Process Overview

Analytics

Big Data Management

Big Data Provisioning

Big Data Platform

Big Data Consumption

Data Streams

Data Scientists Data Architects

Marketing / Data Analysts

Big Data Administration

Revenue Streams

Data Administrators

Head of Insights, Analytics and Data Science

Hadoop Platform Engineering Team

Insights

Tableau. Qlikview, Eclipse. 1010Data

Statgraphics., FastStats Mathematica, Matlab

MAPR, Cloudera. NoSQL, Mungo DB

Informatica Vibe. Splunk, Apigee, Flume, Ab Initio, Pentaho, Talend,

Split-Map-Shuffle-Reduce Process

Big Data Consumers

Split Map Shuffle Reduce

Key / Value Pairs Actionable Insights Data Provisioning Raw Data

Social Intelligence

Return on Investment

• Digital Business Transformation - Value Pathways

– Achieve‏Strategic‏CSF’s,‏Outcomes,‏Goals‏and‏Objectives

• Digital Business / Enterprise Model - Value Pathways

– Achieve‏Operational‏Targets‏and‏KPI’s

• SMACT/4D Digital Technology Stack - Value Pathways

– Achieve Technology Refreshment and Digital Re-platforming

Business Strategy – Implementation Pathways

Mission Capital Restructuring and

Business Flotation

Strategy Theme Business Restructuring

Desired Outcomes Governed Business Functions Approved Business Processes Certified Business Systems

Goals Business Models, Organisational

Standards, Quality and Compliance

Process Models, Business Process

Standards, Quality and Governance

Enterprise Architecture Models,

Business Systems Standards,

Quality and Governance

Objectives Operational Standards, Enterprise

Governance, Reporting, Controls

Auditable / Traceable / Compliant Business

Processes / Documentation

World-class Process Execution

Auditable / Traceable / Compliant

Business Systems

Strategic

Requirements

Statutory and Regulatory Reporting -

Controls, Auditability, Traceability,

Statutory and Regulatory Compliance,

Health and Safety Accreditation

Business Process Modelling / Mapping

Business Process Re-engineering Business

Process Improvement

Business Process Quality Management

Business-as-Usual (BaU)

Systems Failover / Recovery

Contingency Planning

Disaster Recovery

Business Enabler Smart Blueprint and Capability Roadmap

for Long-term Organisational

Sustainability

Smart Blueprint and Capability Roadmap for

Business Continuity

Smart Blueprint and Capability

Roadmap for Platform Upgrade /

Technology Refreshment / Business

Systems Replacement

Technology Enabler Human Capital Management

Financial Management

Asset Management

Business Process Modelling and

Management, Workflow, Data / Process /

Systems Integration

Mobile Platforms

ERP / CRM / BI

Analytics / Insights

Cloud Services

CSF

KPI

Pathway Benefit Business Transformation Use Case

1 Achieve

Strategic

Requirements

Achieve Strategic outcomes, goals and

objectives through delivering a Digital

Business Transformation Programme

Strategy outcomes, goals and objectives achieved: – CSFs /

KPIs / Financial Targets / Value Chain Management achieved

through delivering a Digital Business Transformation Programme

2 Reduce

Indirect Costs

Establishment

Reduce Establishment – Fixed Assets

(Buildings, Office and DCT Equipment)

and Staff (Direct and Indirect costs)

Establishment Costs Reduced: – Fixed Assets and Staff costs

reduced by delivering Organisational Change through a Digital

Business Transformation Programme

3 Improve

Business

Operational

Performance

Improve Business Operational

Performance by introducing a Digital

Business Operating Model

Business Operating Model: – Functional Requirements met by

introducing a Digital Business Operating Model – supporting

Organisation Change / Process Improvement Management /

Strategic Vendor Management / Inventory Management

4 Simplify

Organisation

Structure

Improve Business Process Execution

by introducing a Digital Organisation

Structure

Organisation Hierarchy Model: – People Requirements met

by introducing a Digital Business Operating Model – supporting

Organisation Change and Process Improvement Management

5 Simplify

Business

Processes

Improve Business Process Execution

by introducing a Digital Business

Process Hierarchy

Digital Business Process Model: – Process Requirements met

by introducing a Digital Business Operating Model – supporting

Organisation Change and Process Improvement Management

6 Reduce Direct

(Trading) Costs

Deliver efficiency, cost-effectiveness

performance, and future-proofing by

deploying a Digital Business Model

Digital Business Model: – Migrating customers, products and

services from a traditional bricks-and-mortar Business Model

(F2F High Street presence and Call Centres / Contact Centres)

to a Digital Business Model will reduce overheads by up to 40%

7 Increase

Revenue

Drive Sales Performance by deploying a

Digital Business Model

Digital Business Model: – Migrating customers, products and

services from a traditional bricks-and-mortar Business Model

(F2F High Street presence and Call Centres / Contact Centres)

to a Digital Business Model increases sales revenue up to 40%

CASE STUDY 1: – Medical Analytics Digital Business Transformation - Value Pathways

Pathway Benefit Business / Enterprise Architecture Model Use Case

8 Business

Performance –

Functional

Requirements

Deliver efficiency, cost-effectiveness

performance, and future-proofing by

deploying a Digital Solution Model and

SMACT/4D Digital Technology Platform

Digital Solution Model: – Migrating customers, products and

services from a traditional Technology Platform (EPOS / Call

Centres / Contact Centres) onto a SMACT/4D Digital Technology

Platform will reduce costs by 40% (annual repeatable benefits).

9 Increase Social

Media and

Internet Traffic

Stakeholders can build increased digital

presence, market share, financial

value, reputational value and good will

through massively increasing Internet

Traffic and Social Media Conversations.

Digital Presence: – Social Media Conversations and Internet

Traffic volume is increased, generating incremental stakeholder

value by yielding Actionable Insights for campaigns, offers and

promotions revenue Analysis of Internet data allows Product

Managers to support marketing strategies and campaigns that

consistently out-perform competitor product / service offerings.

10 Increase Sales

Units / Volume

Implementing SalesForce.com could

increase Sales Volume by an average of

40% in the first year. Mining Actionable

Commercial Insights using AWS EMR

Big Data Analytics may yield a further

increase in Sales Volume by up to 40%.

Internet Traffic Analysis: – SalesForce.com and AWS EMR Big

Data Analytics reduces the cost to process Sales Data, yielding

increased data processing rates to support marketing decisions.

Analysis of this information allows Digital Marketing Managers to

promote sales and marketing strategies that consistently achieve

market-leading retail outcomes and financial results / outcomes.

11 Increase Sales

Revenue and

Contribution

Drive increased cost-effectiveness,

efficiency, sales performance, and

Market Presence from the Digital

Business Model and Technology Stack

Digital Business Architecture – Lean Scenarios / Use Cases

and Agile Epics / Stories are delivered via the Digital Technology

Stack (e.g. Internet Social Media and User Content Analysis, Big

Data Analytics, Mobile Platforms, 4D Geospatial Data Science)

12 Increase EBIT

Profitability –

enhance ROI

Ensure efficiency, accuracy and cost-

effectiveness of Market and Financial

Analysis – both routine / ad-hoc tasks.

Financial / Market Data Analysis: AWS EMR Cloud Big Data

Analytics reduces the cost to store Customer, Market, Financial

Transactional Data, allowing longer retention of data to support

offers / promotions and campaign management / analysis upsell /

cross-sell campaigns and rise in Market Sentiment, Good Will,

Reputational Value and Stock Market Valuation scenarios

CASE STUDY 1: – Medical Analytics Digital Business / Enterprise Model - Value Pathways

Pathway Benefit “SMACT/4D‏Digital‏Technology‏Stack”‏Use‏Case

13 Real-time Data

Streaming and

Monitoring

Stakeholders get the most timely and

appropriate alarms and alerts of any

emerging disruptive market, technology,

political, social and economic events.

Horizon Scanning, Tracking and Monitoring: Global Internet

Content, Social Intelligence, News Feeds and Market Data are

mined as sources for early warning of disruptive Weak Signals

predicating possible future Wild Card and Black Swan events.

14 Predictive

Analytics

Stakeholders can build financial value

by taking an active role in self-service

management of their own Enterprise

Risk Management, Market Sentiment /

Price Curve Forecast Data and Models.

Scenario Planning and Impact Analysis : - Social Intelligence

and Market Data is mined for early warning of emerging trends

and Actionable Insights in Market Sentiment / Price Movement.

Monte Carlo Simulation generates Business Scenario clusters /

Bayesian Analysis of the probability of each scenario occurring.

15 Technical

(Quantitative)

Analysis

Financial Technology capabilities and

resources matched to the nature and

complexity of the Analytics assignment

– the evaluation and selection of those

future options that provide the best

possible fit with target future outcomes.

Financial Portfolio Management: - Buy-Hold-Sell decisions -

Big Data reduces the cost to analyse Market Data, allowing

faster processing of data to support investment decisions and

model financial outcomes. Analysis of this data allows Portfolio

Managers to support appraisal practices and investment fund

strategies that consistently out-perform their Financial Markets.

16 Financial

Analysis and

Economic

Modelling

Ensure efficiency, accuracy and cost-

effectiveness of Economic Modelling

Econometric Analysis and Financial

Planning tasks.

Historical Market Data Analysis: Business Cycles, Patterns

and Trends - Big Data reduces the cost to store Market Data,

allowing longer retention of data to support investment decisions

and model financial outcomes. Analysis of this data allows Fund

Managers to promote appraisal practices and investment

strategies that consistently achieve market-leading results.

17 SMACT/4D

Digital

Technology

Platform

Deliver efficiency, cost-effectiveness

performance, and future-proofing by

investing in a SMACT/4D Digital

Technology Architecture and Platform

Analytics Platform – Functional / Non-functional Requirements

delivered via the Digital Technology Platform Components (e.g.

Internet Content, Social Media and User Content Analysis, Big

Data Analytics, Mobile Platforms, 4D Geospatial Data Science)

CASE STUDY 1: – Medical Analytics SMACT/4D Digital Technology Stack - Value Pathways

Balanced Scorecard – Customer Value