your big data audience insight big data show 24 apr 2013

Download Your big data audience insight big data show 24 apr 2013

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Presentation from the Big Data Show 2013 by iCrossings Data Strategist, Sam Zindel, on how Big Data can be used to provide consumer insight and brand loyalty.

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  • 1.WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700Sam Zindel _ DATA STRATEGISTsam.zindel@icrossing.co.ukYOUR BIG DATA AUDIENCE INSIGHT

2. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700Big Data in the Digital WorldBuilding the Brand/Customer RelationshipSign-posting the Customer JourneyAudience Insight = Competitive AdvantageBefore BIGDATAThe Value of 1st, 2nd& 3rdParty DataData Management PlatformQ&ATODAYS AGENDA#bigdataforum 3. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700THE DIGITAL WORLD IS:Data-richViewed in real-timeMultiple sources & complexVolumeVelocityVariety 4. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700WHAT IS BIG DATA?Structured dataRelational databasesUnstructured dataRelational databasesWeblogs and MetadataSocial media & usergenerated content 5. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700WHAT IS BIG DATA?State of PlaySource: Big Data Insight Group Industry Trends Report March 2012 6. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700Brand experience Perception Level of trustHOW PEOPLE FEEL ABOUT YOUR BRAND IS DRIVEN BY THEIRLEVEL OF TRUST AND THEIR EXPERIENCE 7. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700PartnerTrustedLikedSupplierRELATIONSHIP PYRAMID 8. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700Brand derives maximumvalue from customerCustomer derivesmaximum value from brandPUTTING CUSTOMERS AT THE HEART OF IT CREATES AVIRTUOUS CIRCLERich Data gives us better customer intelligenceto direct activity 9. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700AUDIENCE INSIGHTIS KINGSome great, simple ideas 10. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700No meat offers shown to vegetarians 11. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700Relevant offers to child developmental stageInformative content/regular emailsPhoto management and seasonal discounts 12. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700 13. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700Before we get ahead of ourselvesThere are a couple of things to check we areon top of 14. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700SINGLE CUSTOMER VIEWStructured dataRelational databases 15. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700AUDIT AND MANAGE YOUR WEB ANALYTICS PLATFORM 16. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700HOW CAN YOU GAIN NEW INSIGHTS INTO YOUR AUDIENCE? Collect more data Conduct research Test and learn Further analysis of existing data Buy 3rdparty data 17. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700THE VALUE PROPOSITIONWhat is your companys data actuallyworth?3rdparty data used to scale audience is fine butthere are issues:Lack of industry standardsInsight sits with the providerIt is available to everyoneHas anyoneever heard of2nd partydata??1stParty data is great, as long as you aremaking best use of it 18. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700Exclusivity of data is keyWhy should all of your insight go towardsimproving a data providers product?It is your audience, and you should retain theinsightTHE VALUE PROPOSITION 19. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700Why does nobody ever talk about 2nd party data??Closed LoopData Exchange PublisherBrand 20. OLD WORLD> Customer averages in silos> Conversion-based decisions> Channel optimisation> Last click attribution> Content designed for the majority> Ads targeted to 3rdpartysegments> Audience data owned by 3rdparties> Historic reporting> Disparate data and web analytics> Reactive, reflective, ineffective 21. NEW WORLD> Individual customer journeys over tim> Value-based decisions> Customer-centric> Audience specific attribution> Customised content for individuals> Ads targeted to your audience> Own and control your own audiencedata> Real-time reports> DMPs and predictive analytics> Proactive, predictive, effective 22. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700WHAT DOES YOUR BIG DATA OPPORTUNITY LOOK LIKE? 23. 24 24. 25 25. WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700Sam Zindel _ DATA STRATEGISTsam.zindel@icrossing.co.ukTHANKS FOR LISTENING!Q&A

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