chief data & analytics week, europe - stéphane pere, the economist
TRANSCRIPT
@stephanepere
BRINGING TOGETHER
BI, DATA SCIENCE AND MARKETING
2
Mission
BUILD THE CAPABILITY TO
UNDERSTAND, REACH AND ENGAGE
OUR TARGET CUSTOMERS
AT SCALE
What does it
take ?
FROM RESOURCES TO BUSINESS
IMPACT 5
Let’s break
it down
OUR IDEAL SUPPORTING CAPABILITIES
TURNING CUSTOMER DATA INTO INSIGHTS AND ACTIONS
INS
IGH
TS
DA
TA
AC
TIV
AT
ION
The need for
UNIFICATION
9
CONNECT & OPTIMIZE DATA SOURCES
WE DEVELOPED A SCALABLE &
FUTURE PROOF INSIGHTS PLATFORM
CONNECT & OPTIMIZE DATA SOURCES
OUR SINGLE CUSTOMER VIEW
A CLOUD BASED INSIGHTS CAPABILITY
MAPPING ENGAGEMENT & RETENTION
ADVERTISING KPI’S AND BENCHMARKS
FOR CLIENTS
BRING TALENTS TOGETHER
IDENTIFY AND EMPOWER DATA CHAMPIONS IN
EACH KEY BUSINESS AREAS
STEER CROSS-FUNCTIONAL TEAMS
HUB AND SPOKE MODEL
18
3 TEAMS TO SUPPORT DATA19
INSIGHTS DATA ACTIVATION PLATFORMS
UNDERSTAND
Insights for decision making
REACH & ENGAGE
Leverage data for marketing,
advertising and customer journeys
PLATFORMS
Technology enablement
Data Analysts, Data Scientists
Dashboard Dev,
KPIs, Dashboards,
Analysis, Recommendations
Data Science
Qlikview, Looker
Campaign selection
ID match
Audience breadth &
depth
Synergies with
marketing technology
stack
Customer database,
DMP
Data ingestion,
Integration with 3rd party systems,
Data processing/ETL
Data quality
Analytics implementation
Architecture & delivery
Cloud based SCV, BI DW
Adobe, Snowplow
,
20
STREAM LINE DATA APPLICATIONS
STREAMLINE INSIGHTS 21
FROM 2 INSIGHTS PLATFORMS
WITH SEPERATE WORKFLOWS
REVEAL
Amazon
redshift
and S3
Looker
BI
CDW
Qlikview
TO A DISTRIBUTED ECOCYSTEM
Processing / ETL
STORAGE
QUERY
connect the insights & data
activation capabilities
CLOSE THE LOOP BETWEEN
INSIGHTS AND DATA ACTIVATION
INSIGHTS
DATA
ACTIVATION
EXPLORE
NEW BUSINESS APPLICATIONS