#cmworld
Cheemin was my co-‐presenter at the Content Marke7ng World. Here is her presenta7on. Check it out!
#cmworld
Cheemin Bo-‐
Linn
President
cheemin@peritu
sp.com
#cmworld
Another Perspec7ve… Using Data Insight
#cmworld
Volume
Variety
Velocity
+ = Noisy Data Insight
#cmworld
Let Tools reveal pa,erns” All Associa3ons Every combina3on
Ad hoc ...help define the problem Before: OLAP, SQL, BI,BA, Hadoop,
and now new tools
#cmworld
Discover true
customer behavior pa8erns …
New discoveries!
#cmworld
“informa?on is not knowledge and
data without context is just organized informa?on.’’
Albert Einstein
#cmworld
Contextual Content Data Marke?ng
“Reaching a user with messaging that is relevant to what they are doing in that very moment”… Group Search Director of Neo@Ogilvy
#cmworld
Case studies: Big data + Content
Awareness Considera?on Conversion Loyalty
#cmworld
Awarenessà Considera?onà Conversionà Loyalty
Problem:
Less prospects Data Insight:
New “ Voice” paTerns Metrics:
Customer sa7sfac7on Result:
Y-‐to-‐Y New customers 15 % score improvement
• Click words/values from the Sentence Content List,
• The List narrows to reveal the associa7ons and frequencies
• Selected words are highlighted in context in the relevant content (Tweets, Ar7cles, Documents, etc.)
#cmworld
Awarenessà Considera?on à Conversionà Loyalty
Problem:
Low conversion@ high cost Data Insight:
New “day/geo” slicing paTerns Metric: Y-‐to Y CPL , CTR Result:
4 months $9k ad savings > 25% leads /44% conversions
#cmworld
Awareness àConsidera?on à Conversion àLoyalty
Problem: Limited insight. 45/ 65m use cloud, mobile, digital services
Data Insight: New “community” paTerns
Metric: Sales Result:
Democra7zed data 10k user generated content > sales 65%
#cmworld
KEY TAKEAWAY Let Tools • reveal paTerns • define problem • predict Test and Op?mize
NEVER END…
#cmworld
WHO is king? Content or Big Data?
#cmworld
Data is KING
#cmworld
Content is QUEEN
Top Related