big data demistified

BIGDATA

Twitter.com/hanssmellinckxwww.onlinemarketingmanager.be

HANS SMELLINCKXInnovation & Marketing Projects

20 years experience

FounderSocial Marketing Forum

®Evolution

Social MediaE-mail Marketing

Digital Marketing

Multi-channel Marketing

Mobile MarketingMetrics, KPI’s & dashboardingBlogger

Thomas Cook Belgium

CRM

Branding & Reach

Thomas Cook Belgium is…

ENIACElectronic Numerical Integrator And Computer

DATA

WAR

EHOU

SEBIGDATA

CRM

BI

NOTNEW

It’s still a car

Most important parts of a car

1. Engine2. Wheel3. Brakes4. Strearing wheel5. Body & seating

Roadmap

75%65% 56%

Of senio

rs say

their c

ompan

y is

“data

driven

”

(Big) Data not part of the strategy

Organisational

silo biggest barrier

Peopleskills

Toolstechnology

STEP 1: CONNECTION

STEP 2: Segmentation

Socio demo

Socio demo

agegender

education

Social class

employmentMaritial status

SimpleFilter

20 – 25 year old

Female

Student

Single

University student

No children

Lower social class

Challenges

Hobby

Interests

Pets

Living together

Still living at home

shopaholic

?

Data connection

Mobile savy

E-commerce

Real-time mobile use

Workplace vs living

?

TIME

COM

PLEX

ITY

Socio demo(Buying) history

Lifestyle criteria

Behaviour criteria

Degree of ROI

Experience curve

Real-time (social)Behaviour criteria

Amount of data

Excelaccess

SAPOracle / IBM

Confirmed behaviour

Unknown future behaviour

Sport clubs…

6 month health program

Use real-time data

Ask for interests

Past members

Open graph 2Website & referral

Unexpected offersCross sales

Re-activate sleepersTrends“family” trendsClean db

Which regions to target? Which similar people to target? Predict & counter drop-off Upsell or partner programs Make dynamic promotions ROI & RFM

Recommendations

Track users individual

Calculate ROI/target group

Fine-tune with every campaign

http://projects.nytimes.com/census/2010/explorer

Visualise it!

Questions ?

Twitter.com/hanssmellinckxwww.onlinemarketingmanager.be

HANS SMELLINCKXInnovation & Marketing Projects

20 years experience

FounderSocial Marketing Forum

®Evolution

Social MediaE-mail Marketing

Digital Marketing

Multi-channel Marketing

Mobile MarketingMetrics, KPI’s & dashboardingBlogger

Thomas Cook Belgium

CRM

Branding & Reach