Banalytics - Monetizing corporate big data | Instarea

Market Locator | Big data based Population Analytics & Targeted Marketing

Matej Misik | Senior Consultant @ Adastra PartneringTomas Synek | Senior Consultant @ Adastra

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B2B Targeted Marketing &Population Analytics solution

Smart cities planning & using Big Data


Our clients’ big data realityThe “Maslow” big data monetization pyramid

Internal application

Full package

External use & monetization

Technology

Data Identification

The ultimate big data monetization point• Provide a full offering for B2B – a integrated and automated

solution for data resale and complimentary solutions

Create opportunity to provide data to external entities• Need for thorough ethical and legal examination to

provide data in a secure and profitable manner

DWH offloading• Reduce the load on expensive DWH

infrastructure and store data cheaper

Campaign optimization• Apply gathered data for purposes of customer

retention, up-sell, cross-sell

Opportunity mapping• Get a good understanding of existing and

potential data acquisition


You hear a lot about technology…You hear a lot about technology…

What the big data market has to offerAnd what the limitations / opportunities are

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You hear a lot about technology… What about application? How to use & sell?

Mostly oriented on internal use-cases

• Data monetization & Targeted Marketing• Solution created for monetization of your

valuable data• Self service app for your B2B customers• Multi-industry to include data from 3rd

parties

“Google AdWords & Google Analytics ”for the brick & mortar world


1) Identification & gathering of data (structured, semi-structured), aggregate, store efficiently in an accessible format

1b) Enrich with data from other sources and industries (each industry has unique valuable sources of info)

2) Efficiently store the big data -> use internal & external application create business case for technology

4) Combine for advanced analytics on population data to identify new opportunities, target audiences & insights

Targeted MarketingDevelop new offerings for your existing B2C customers and reach new prospects with one-to-one marketing

Population AnalyticsLaunch an online population analytics “shop” or platform for your B2B customers and monetize your enriched data

The processFrom the base of the pyramid to the peak

3) Ensure maximum data security and anonymize data (strict compliance with data and personal privacy)

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Solution

• Unique, data centric B2B service for analytics & targeted marketing

• Position Mobile Network Operator (MNO) as innovative leader in data analytics & value added services.

Challenge

• Wealth of data valuable to other organizations

• Customers open to relevant/timely offers

Results

• Pilot achieved < 1 year ROI for data and channel partner (MNO)

• Positioned it as a technological innovator with B2B clients & subscribers

Market Locator

The story behind Market LocatorCreating a value added data monetization service

Opportunity

• Market saturation in telco, but also banking

• Over the top disruption


Online tool, visual population heat-maps and simple target market filtering based on hard-data

Self service campaign creation, immediate execution & analytics. Event-driven campaigns

What monetizing corporate data can look like?Web based tool for analytics & targeted mobile marketing

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Self service BI & campaign creation

Self-service web shop for data and campaign credits

Integrated campaign reporting, invoicing

Web based solution with a simple graphic UI

Online data order processing and payment

Market Locator | Big data based Population Analytics & Targeted Marketing 7

You can register and test as normal user on app.marketlocator.sk/Security/Registration.aspx


Telecommunications§Data resale for both govt. & private sector analytics§ Targeted marketing solutions§ Shift toward broad B2B offering outside of traditional telephony

Banking§Understand where my target clients shop§Understand what complementary products they buy§Understand who my competition is & which customers they target

Internal application§Optimize campaigns based on where the target population is most

often present during certain times of day§ Possibility to delegate marketing efforts to local managers

Opportunity to become a media & marketing agency

Opportunity to deliver unique B2B analytical offer

Empower internal marketing with new

business oriented tools

The opportunities are present in many industries.

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Other industries / applications?Many face similar problems & opportunities in data monetization

Market Locator | Big data based Population Analytics & Targeted Marketing 9

The journeyFrom just big data to a physical Google Analytics & Google Adwords

ChallengeGive corporate big data a

palpable value

LegalLengthy legal & ethical

definition of constraints & definition of code of conduct

Data InvestigationFind out what data you have and could potentially gather.

Define use cases for data.

Combine with marketingBring together the world of

population analytics & targeted marketing

Market LocatorIntegrate with an accessible data monetization platform

Next stepsNew data providers & new

marketing channels

Done well, can be achieved in 3 – 5 months with low internal / external investment


Multi-provider in Slovakia

6 countries in negotiation

New analyticalcapabilities

New channels(email, MMS, billboards...)

New industry data

New targeting capabilities


Constantly in developmentImproving analytics - attribute distributions on map


Adastra Partnering, s.r.o. Francisciho 4 811 08 Bratislava

Phone: +421 908 481 099www.marketlocator.sk

[email protected]/AdastraPartneringtwitter.com/AdaPartnering

Make sure to check out

Adastra Partnering, s.r.o. 29. Augusta 36/A

81109 Bratislava 1www.adastra-partnering.com

Senior Business Consultant

Adastra [email protected]

+421 908 481 099Matej Misik

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Banalytics - Monetizing corporate big data | Instarea

Data & Analytics

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