Post on 08-May-2015
description
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Sam Zindel _ DATA STRATEGISTsam.zindel@icrossing.co.uk
YOUR BIG DATA AUDIENCE INSIGHT
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Big Data in the Digital World
Building the Brand/Customer Relationship
Sign-posting the Customer Journey
Audience Insight = Competitive Advantage
Before BIGDATA
The Value of 1st, 2nd & 3rd Party Data
Data Management Platform
Q&A
TODAY’S AGENDA
#bigdataforum
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THE DIGITAL WORLD IS:
Data-rich
Viewed in real-time
Multiple sources & complex
Volume
Velocity
Variety
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WHAT IS BIG DATA?
Structured data
Relational databases
Unstructured data
Relational databases
Weblogs and Metadata
Social media & user generated
content
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WHAT IS BIG DATA?State of Play
Source: Big Data Insight Group – Industry Trends Report March 2012
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Brand experience Perception Level of trust
HOW PEOPLE FEEL ABOUT YOUR BRAND IS DRIVEN BY THEIR LEVEL OF TRUST AND THEIR EXPERIENCE
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Partner
Trusted
Liked
Supplier
RELATIONSHIP PYRAMID
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Brand derives maximum value from customer
Customer derivesmaximum value from brand
PUTTING CUSTOMERS AT THE HEART OF IT CREATES A VIRTUOUS CIRCLE
Rich Data gives us better customer intelligenceto direct activity
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AUDIENCE INSIGHTIS KING
Some great, simple ideas…
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
No meat offers shown to vegetarians
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
Relevant offers to child developmental stage
Informative content/regular emails
Photo management and seasonal discounts
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
Before we get ahead of ourselves…
There are a couple of things to check we are on top of
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SINGLE CUSTOMER VIEW
Structured data
Relational databases
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AUDIT AND MANAGE YOUR WEB ANALYTICS PLATFORM
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HOW CAN YOU GAIN NEW INSIGHTS INTO YOUR AUDIENCE?
• Collect more data
• Conduct research
• Test and learn
• Further analysis of existing data
• Buy 3rd party data
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THE VALUE PROPOSITIONWhat is your company’s data actually worth?
3rd party data used to scale audience is fine but there are issues:Lack of industry standards•Insight sits with the provider•It is available to everyone
Has anyone
ever heard of
2nd party data??
1st Party data is great, as long as you are making best use of it
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Exclusivity of data is key
Why should all of your insight go towards improving a data provider’s product?
It is your audience, and you should retain the insight
THE VALUE PROPOSITION
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Why does nobody ever talk about 2nd party data??
Closed Loop Data Exchange Publis
herBran
d
OLD WORLD> Customer averages in silos> Conversion-based decisions> Channel optimisation> Last click attribution> Content designed for the majority> Ads targeted to 3rd party
segments> Audience data owned by 3rd
parties> Historic reporting> Disparate data and web analytics> Reactive, reflective, ineffective
NEW WORLD
> Individual customer journeys over time> Value-based decisions> Customer-centric> Audience specific attribution> Customised content for individuals> Ads targeted to your audience> Own and control your own audience
data> Real-time reports> DMPs and predictive analytics> Proactive, predictive, effective
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WHAT DOES YOUR BIG DATA OPPORTUNITY LOOK LIKE?
24
25
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Sam Zindel _ DATA STRATEGISTsam.zindel@icrossing.co.uk
THANKS FOR LISTENING!Q&A