the big leap: from data to insight by doug kessler
TRANSCRIPT
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The Data Explosion
Web Analytics Marketing Automation
CRM
Engagement Channels Ecommerce Offline
Transactions
Surveys & Forms
Publishers & Partners
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Marketing data tech
Created by Scott Brinker @ChiefMarTec
Own, store & manage your own data.
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The Marketing Data Lake
The Marketing Data Lake
Franz Aman & Anish JariwalaISBN 978-0-9976012-0-6
Franz Aman & Anish Jariwala
How a new generation of marketing analytics (and a Big Data mindset) changes… absolutely everything.
Most marketers have never been able to answer the simplest questions about their activities. Questions like, “What’s working?” and “How much revenue have we created?”. But very few teams have been able to overcome the considerable obstacles to this kind of visibility and accountability. The Marketing Data Lake is about one team’s pioneering efforts to tackle this critical marketing challenge. It’s also about a powerful new idea for connecting the dots of marketing, integrating your most important data across your marketing applications and answering the simple questions that marketers have struggled with forever.
Franz Aman Anish Jariwala @ Informatica
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Data Warehouse
Data Lake
Data Types Structured Un- or Multi-structured
Database schema
Schema-on-write
Schema-on-read
Cost Expensive Low-cost
Agility Low High
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Data Lake
Analytics
Visualization
Personalization
Campaign Management
AdTech
Channels
Website Modeling
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Data is only useful if it helps us generate insight.
To guide strategy To shape action To inspire content
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“Ahi tuna on brown rice with carrots, tiger prawns, egg, garlic, and kale in ahi consommé”
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“Ahi tuna on brown rice with carrots, tiger prawns, egg, garlic, and kale in ahi consommé”
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Ads • Videos • Workshops • Sleepover Events • A Book A Play • Research Studies • A Touring Exhibition
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2% of women think they’re
beautiful
Data The $3 squillion beauty industry
is built on an unrealistic ideal
that makes women unhappy.
Insight Content
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• Start with a single data point. • Segment your customer base. • Make surprise connections. • Map insights to the customer journey. • Think small.
@DougKessler • #TFM16
Kids are more frightened of
embarrassment than they are of death.
The insight The content