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Age of the Customer: Data is Dead, Long Live Data

• Ford

• Boeing

• Sears

• GE

• Wal-Mart

• P&G

• Toyota

• UPS

• Google

• Comcast

• Capital One

• Amazon

• Amazon

• Tesla

• Uber

• Nike

25%

sharing

Customers are more likely to

share bad news than

good

- Gartner

66%

service

Customers willing to spend

more with companies that provide superior

service

- SAP

74% of consumers rely on social

networks to guide purchase decisions

VCs invested $25.2 billionCategories range from native

advertising, to SEO, to analytics

Employ 300K people

Spend to grow 10X in the next 10 years*

51% of companies using 21 or more marketing technologies**

“The ROI of Tag Management Report, 2015 Edition,” from Econsultancy and Tealium

Customer

Attitudinal

Behavioral

Activity

Channel

Lifestyle

Attitudes

Beliefs

Preferences

Interests

Age

Gender

Income

Education

Location/Region

Open

Click

View

Like, Post, Reply

Call

Mobile

Email

Display

Social

Web

Direct Mail

In-store

Call Center

Share of wallet

Products Purchased

Purchase Value

Offers/Discounts Used

Marketing Responsiveness

Web behaviors

Web sources

Searches

Abandoned carts

Products browsed

Reductive

con·textˈkäntekst/noun: context; plural noun: contextsThe circumstances that form the setting for an event, statement, or idea, and in terms of which it can be fully understood and assessed.

Traditional

• What were total gross sales for product line A during Q1 of 2015?

Near-Time

• In the last 20 minutes, have paid banners or paid inline feed ads produced higher click-through?

Real-Time

• How many customers are currently within 2 miles of our retail geo-fences that have opted-in to mobile alerts?

Data Warehouse Data Lake

Often, API data is only available as a sliding window

Facebook provides two weeks of back-data for common feeds and 30-days for topic feeds

Hedge your context-bets storing raw API responses in bulk storage prior to processing