The Data Revolution…. - Drake Direct · An IBM Survey of 1,700 CMOs Reveal… Adobe Education...

Th e Da t a Re v o lu t io n ….

An d t h e I m p a ct o n Hig h e r Ed u ca t io n

April 5, 2012

Perry D. Drake Assistant Professor, New York University

Partner, Drake Direct

Adobe Education Webinar Series

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“More data was generated in

2009 than all prior years combined.”

-- Andreas Weigend

Former Chief Scientist, Amazon.com


Why understanding data is important…

• “The world is moving into a

new age of numbers.”


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The Data Deluge…

According to a recent Economist article “The Data Deluge” (February 25, 2010):

Wal-Mart, a retail giant, handles more than 1 million customer transactions every hour, feeding

databases estimated at more than 2.5 petabytes—the equivalent of 167 times the books in

America’s Library of Congress.

Facebook, a social-networking website, is home to 40 billion photos.

By 2013 the amount of traffic flowing over the internet annually will reach 667 exabytes, according

to Cisco, a maker of communications gear.

The quantity of data continues to grow faster than the ability of the network to carry it all

Only 5% of the information that is created is “structured”, meaning it comes in a standard format of

words or numbers that can be read by computers.

The rest are things like photos and phone calls which

are less easily retrievable and usable.

But this is changing as content on the web is increasingly

“tagged”, and facial-recognition and voice-recognition

software can identify people and words in digital files.


Wanting to provide that 360o view!

• Adobe buys Omniture http://adage.com/digital/article?article_id=139041

• IBM Buys SPSS, the competitor to SAS http://www.nytimes.com/2009/07/29/technology/companies/29ibm.html?_r=1&th&emc=th

• IBM buys Coremetrics http://www.dmnews.com/ibm-to-buy-web-analytics-firm-coremetrics/article/172567/?DCMP=EMC-DMN_DBMktingWkly

• Salesforce buys Radian 6 http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=147684&nid=125248

• IBM adds 2 social tools to its marketing technology offering

http://www.dmnews.com/ibm-adds-two-social-tools-to-its-marketing-technology-offering/article/199600/?DCMP=EMC-DMN_DBMktingWkly


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http://adage.com/digital/article?article_id=139041

http://www.nytimes.com/2009/07/29/technology/companies/29ibm.html?_r=1&th&emc=th

http://www.dmnews.com/ibm-to-buy-web-analytics-firm-coremetrics/article/172567/?DCMP=EMC-DMN_DBMktingWkly















http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=147684&nid=125248






















The Talent Shortage

• Marketing roles are changing as a result of the digitization of media

• Roles are becoming less siloed

• Marketers are expected to handle many responsibilities including

analytics

• SAS and SPSS are making tools more approachable

• Saying you are “creative” and not really comfortable with numbers is

no longer acceptable.

…a challenge for employers



http://online.wsj.com/article/SB10001424053111903885604576486330882679982.html

August 4, 2011

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http://online.wsj.com/article/SB10001424053111903885604576486330882679982.html


http://www.nytimes.com/2011/10/31/business/media/ad-companies-face-a-widening-talent-gap.html?_r=2&pagewanted=all

October 30, 2011















http://www.dma.org.uk/news/brands-hit-data-skills-shortage

December 13, 2011

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Want Proof? W

eb

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s

Google Analytics

Digital Media

Marketing

Da

ta A

na

lytic

s

Mobile

Marketing

Sitecatalyst

So

cia

l An

aly

tics

Source: Job Trends, Indeed.com


Want More Proof? P

rin

t

Ad

ve

rtis

ing

Market Research

Le

tte

rsh

op

Accounting

…hum, where’s the growth?

Marketing

Manager

Te

levis

ion

Ad

ve

rtisin

g

Direct Mail

Cre

ati

ve

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An IBM Survey of 1,700 CMOs Reveal…


Background

CMO Study Launch • October 14, 2011 at the Harvard

Club in NYC

• Face-to-face interviews with 1734

CMOs, across 19 industries and 64

countries

• Largest study ever done with the

CMO executives

• Included B2C and B2B companies

• Neither size of company nor type of

company (B2C vs. B2B) showing

significant differences

• Obtain copy at

www.ibm.com/cmostudy2011

http://www.ibm.com/cmostudy2011

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An IBM Survey of 1,700 CMOs Reveal…


Key Points CMO and CEOs agree that two biggest forces affecting their organizations and

they feel anxious about their ability to cope them:

• Market factors

• Technology factors

CMOs see four challenges as pervasive, universal game-changers:

• The data explosion

• Social media

• Proliferation of channels and devices

• Shifting consumer demographics

CMOs and CEOs both agree that Customer Intimacy is crucial to compete

• Mining new digital data sources to discover what individual customer want

• Successful enterprises are focused on relationships, not just transactions

CMOs believe that ROI will be their primary measure, but struggle with skills

needed the understanding of how to calculate.

You must

Recognize there is

a data explosion!

• Students must be

prepared for the new roles

that are emerging.

• Forrester reports that

Digital ad spend will

overtake traditional

television ad spend by

2016 and stand at 35% of

all ad spend.

• College curriculums must

change or they will become

irrelevant!


So many touchpoints!


…So much data!

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NYU has been preparing students digitally since fall 2006!



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NYU recognized the landscape was changing and changing quickly

• Brought Sitecatalyst into the classroom in Fall 2009

• Beginner Web Analytics class students are introduced to the power of Sitecatalyst along with Google Analytics

• Advanced Web Analytics students are prepared to become Adobe Sitecatalyst certified and receive a 50% discount off the certification test.

• NYU holds six sections of the beginner class and one section of the advanced class every semester (including the summer session).

• One section of the beginner class is online.

• Classes are held in a 3-day seminar format.

• Adobe support is fantastic and immediate for faculty and the students.

• Adobe is even there for us during weekend classes if necessary

• They provide all base teaching materials and training data sets

• We have customized with cases and other exercises


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Why Omniture?

• Adobe Sitecatalyst is the “Lexus” of Web analytics tools

• Giving students the ability to become Sitecatalyst certified opens doors,

even for companies not using Sitecatalyst.

• Having Sitecatalyst on one’s resume says to a potential employer “I am

at the top of my game, I understand metrics, what is important and how

to view customer data in a strategic sense.”

• Is Sitecatalyst perfect? Of course not.

• Does Google Analytics have some advantages? Of course.

• No tool is perfect for every situation.

• But Sitecatalyst is close!

• And the students love the sexiness of their reporting capabilities


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How Sitecatalyst helps prepare students

• Dealing with siloed Data

• Issues of inappropriate campaign attribution

• Measuring social media ROI

• Deployment of A/B split testing

• Dashboarding, how and why


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…Siloed Data

• When an organization’s customer data is stored in silos, it can’t be used effectively to

provide a 360 degree view of actual behavior.

• Many companies are unable to provide targeted relevant experiences due to siloed

data.

• Integrating online and offline channels is something that‘s very much on the minds of

retailer and is forcing them to understand how to manage relationships across

multiple channels.

• For retailers, one can purchase in three places: Website, Catalog or Store.

• Problems most faced by retailers are matching the prices and products found on their

Web site to those found in the store or being able to recognize a customer properly in

all three channels.

• Nothing frustrates a consumer more than not finding the same DVD player in the

store that he found online, or finding it at a different price.

• One of the main obstacles is legacy systems.


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Doing it Right

• A major rewards program registers names on the web via search ads, mail

campaigns and in-product promotions. They entice visitors to register every visit and

to sign on via facebook or other social handles. They appended Omniture tags

(which holds visitor clickstream data) within their database to assist them in better

segmenting and messaging their customers for future promotions.

Doing it wrong

• BestBuy placed Kiosks in their stores to allow consumers to check prices online of

competitors. Problems arose when some found their in-store prices were not the

same as their website prices.

…Siloed Data


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…Inappropriate Campaign Attribution

• Siloed data also makes it difficult to evaluate the performance of marketing

programs across channels.

• As the number of channels regarding customer interactions increases, it

becomes harder to understand where to attribute the sale and how to

apportion the marketing costs.

• The next major issue about to face marketers in this new digital world is that

of proper campaign attribution.

• Eventually, marketers will have access to robust warehouses of data

detailing consumer interaction with online and offline media, but….we are

not there yet.


June 17, 2010 23

…Inappropriate Campaign Attribution

• Inappropriate attribution models frequently lead to incorrect conclusions

about the efficacy of campaigns.

• And, this is becoming more problematic as the number of channels

increases.

• The focus is typically on “last touch” conversion drivers.

• Receive a catalog day one

• Go to store day two

• Go to website day three

• Click on banner ad day four, go to site

and place order

• Click through to site via a promotional

tweet but do not place order

• Go to website via bookmark day 20

and place an order

What channel gets credit for the sale in each case?

CASE A CASE B

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…Inappropriate Campaign Attribution Adobe Education Webinar Series

http://mashable.com/2012/03/28/google-adobe-social-media/









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Within Sitecatalyst you can

assess traffic by source such as

social media referrer or even

unique campaigns within a

specific channel using SAINT

classification.

…Measuring Social ROI


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Lecture on the benefits of Adobe “Test and Target” and proper test design and

analysis considerations.

…Split A/B Testing

http://www.omniture.com/en/product_tours/offermatica/ab?fc=true&v_id=746106

http://www.omniture.com/en/product_tours/offermatica/ab?fc=true&v_id=746106


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Students are mesmerized by the dashboarding capabilities of Sitecatalyst.

Take deep dive into KPI’s and dashboard design

…Dashboarding

Example dashboard students create in the Advanced Web Analytics class

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• The software used to support the quantitative sophistication required for making the most of your data include:

– Adobe Sitecatalyst

– Google Analytics

– SAS

– SPSS

– Radian6

– Lithium

So Prepare your students by enhancing

the curriculum with tools such as..



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For more information on the Adobe

Academic Initiative • Offers universities and colleges the

opportunity to stay on the cutting

edge of web analytics.

• Yearly competitions with real client

• Students receive:

• Discounts on various products

• online training opportunities

• Faculty receive:

• Free onsite training

• Workbooks and decks

• Live support

http://www.omniture.com/en/education/academic_initiative

http://www.omniture.com/en/education/academic_initiative

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Perry D. Drake

Assistant Professor, New York University

Partner, Drake Direct, New York, NY

Follow me on Twitter: www.twitter.com/pddrake

Friend me on Facebook: www.facebook.com/perry.drake

View my Blog: www.drakedirect.blogspot.com

Delicious Handle: www.delicious.com/pddrake

Foursquare Handle: www.foursqure.com/pddrake

YouTube Channel: www.youtube.com/user/profpddrake

Company Website: www.drakedirect.com

Book Website: www.optimaldm.com

SAS Facebook Page: http://www.facebook.com/pages/SAS-for-Marketers-at-NYU/306298469394621

NYU Email: [email protected]

Secondary Email: [email protected]

Mobile: 914-299-4879

Fax: 212-759-9756

Thank You!


Drake Direct Marketing Data Scientists

http://www.twitter.com/pddrake

http://www.facebook.com/perry.drake

http://www.drakedirect.blogspot.com/

http://www.delicious.com/pddrake

http://www.foursqure.com/pddrake

http://www.youtube.com/user/profpddrake

http://www.drakedirect.com/

http://www.optimaldm.com/

http://www.facebook.com/pages/SAS-for-Marketers-at-NYU/306298469394621









mailto:[email protected]

mailto:[email protected]

The Data Revolution…. - Drake Direct · An IBM Survey of 1,700 CMOs Reveal… Adobe Education...

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