big data and marketing (ealry view) (10 06-11)
DESCRIPTION
Big data and marketing. Two terms that will appear more and more in coming months. this was a very early take, look for more soon!TRANSCRIPT
![Page 1: Big data and marketing (ealry view) (10 06-11)](https://reader034.vdocuments.net/reader034/viewer/2022042714/54b2df2a4a795979768b46d2/html5/thumbnails/1.jpg)
© 2011 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.
A Customer Intelligence Perspective on Big Data
Presenting our approach to harnessing all available data to drive organizational understanding of customers and ultimately more effective marketing
![Page 2: Big data and marketing (ealry view) (10 06-11)](https://reader034.vdocuments.net/reader034/viewer/2022042714/54b2df2a4a795979768b46d2/html5/thumbnails/2.jpg)
WHAT WE HEARD
2
1.View on customer data integration 2.View on extracting intelligence from the
customer hub 3.View on delivering measurable lift with
this intelligence 4.Reflect on what has and hasn’t worked
in client environments
![Page 3: Big data and marketing (ealry view) (10 06-11)](https://reader034.vdocuments.net/reader034/viewer/2022042714/54b2df2a4a795979768b46d2/html5/thumbnails/3.jpg)
AGENDA
3
• Introductions
• POV on Big Data
• Data Integration
• Insight Platform
![Page 4: Big data and marketing (ealry view) (10 06-11)](https://reader034.vdocuments.net/reader034/viewer/2022042714/54b2df2a4a795979768b46d2/html5/thumbnails/4.jpg)
4
INTRODUCTIONS
Jeff
Marcus
![Page 5: Big data and marketing (ealry view) (10 06-11)](https://reader034.vdocuments.net/reader034/viewer/2022042714/54b2df2a4a795979768b46d2/html5/thumbnails/5.jpg)
BIG DATA
Understand our approach from a new and old perspective
“This Mr. Stay Puft's okay! He's a sailor, he's in New York…”
5
![Page 6: Big data and marketing (ealry view) (10 06-11)](https://reader034.vdocuments.net/reader034/viewer/2022042714/54b2df2a4a795979768b46d2/html5/thumbnails/6.jpg)
DEFINED
6
![Page 7: Big data and marketing (ealry view) (10 06-11)](https://reader034.vdocuments.net/reader034/viewer/2022042714/54b2df2a4a795979768b46d2/html5/thumbnails/7.jpg)
HISTORICAL PRECEDENT
7
![Page 8: Big data and marketing (ealry view) (10 06-11)](https://reader034.vdocuments.net/reader034/viewer/2022042714/54b2df2a4a795979768b46d2/html5/thumbnails/8.jpg)
APPLIED DATA
8
![Page 9: Big data and marketing (ealry view) (10 06-11)](https://reader034.vdocuments.net/reader034/viewer/2022042714/54b2df2a4a795979768b46d2/html5/thumbnails/9.jpg)
TARGETING
CAMPAIGN DESIGN
OPTIMIZED
OFFERS
MODELING
BEHAVIORAL ANALYSIS
CONSUMER
INSIGHTS
SOCIAL MEDIA
WEBSITES
TV
DIRECT MAIL
CALL CENTER
STORE
SEARCH
SYNDICATED
INTEGRATED
PROFILES
CUSTOMER ENGAGEMENT FRAMEWORK
9
![Page 10: Big data and marketing (ealry view) (10 06-11)](https://reader034.vdocuments.net/reader034/viewer/2022042714/54b2df2a4a795979768b46d2/html5/thumbnails/10.jpg)
10
COLUMNAR
HADOOP
RDBMS
INSIGHT PLATFORM - THREE HUBS
INTELLIGENCE HUB
INTEGRATIONHUB
EXECUTION HUB
DATA
![Page 11: Big data and marketing (ealry view) (10 06-11)](https://reader034.vdocuments.net/reader034/viewer/2022042714/54b2df2a4a795979768b46d2/html5/thumbnails/11.jpg)
DATA INTEGRATION
Looking to future of multi-channel identity resolution.
“It’s all ball bearings these days…”
11
![Page 12: Big data and marketing (ealry view) (10 06-11)](https://reader034.vdocuments.net/reader034/viewer/2022042714/54b2df2a4a795979768b46d2/html5/thumbnails/12.jpg)
DATA INTEGRATION OVERVIEW
12
Historical • Mainframe based • Referential based terrestrial linkage
Recent Past / Today • SOA based • Mixed mainframe / database based • Cross media linkage (email, web, terrestrial, etc.)
What’s Next • SOA / No-SQL Based • Cross channel referential repositories (social, mobile, web, traditional, etc.)
![Page 13: Big data and marketing (ealry view) (10 06-11)](https://reader034.vdocuments.net/reader034/viewer/2022042714/54b2df2a4a795979768b46d2/html5/thumbnails/13.jpg)
CUSTOMER INTELLIGENCE
Data is only as valuable as what it enables you to do
“Pork Bellies and the GI Joe with Kung Fu Grip…”
13
![Page 14: Big data and marketing (ealry view) (10 06-11)](https://reader034.vdocuments.net/reader034/viewer/2022042714/54b2df2a4a795979768b46d2/html5/thumbnails/14.jpg)
CUSTOMER INTELLIGENCE OVERVIEW
14
Historical • IT Centric • EDW Type of analysis • Heavy lifting campaign management • Light analytics
Recent Past / Today • OLAP and Cube Based BI • Trigger based + Batch CM • Heavy analytical pull • Highly disparate communications
What’s Next • MAD (Magnetic, Agile, Deep) Data
concepts ** • Consistent customer definitions
** MAD Skills: New Analysis Practices for Big Data, Joseph Hellerstien, UC Berkely
![Page 15: Big data and marketing (ealry view) (10 06-11)](https://reader034.vdocuments.net/reader034/viewer/2022042714/54b2df2a4a795979768b46d2/html5/thumbnails/15.jpg)
© 2011 Experian Information Solutions, Inc. All rights reserved.