big data demistified
TRANSCRIPT
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