Enabling the Data & Information Culture
BIG DATA, BIG REVENUE
Why big data should be changing the way we market
Improv
e
custom
er
engage
ment!
Improve
customer
retention!
Optimise
marketing for results!
Half the money I spend on
advertising is wasted; the trouble is I don’t know which half. John Wanamaker
Buying Influences are Different
“…when it comes to purchasing decisions, the most influential recommendations come from people we actually know…”
Josh Cantone, Who are the real online influencers?
ReachResonance
Relevance
SmartSet.ca
How ‘social intelligence’ can guide decisions; McKinsey Nov 2012
Consumer-facing companies must be able to gather and manage the right data, turn it into insights, and translate those insights into effective frontline action.Beyond The Hype: Capturing Value From Big Data And Advanced Analytics in:
Perspectives on Retail and Consumer Goods, Mckinsey & Co, No 1, Spring 201
Avis
Lifetime value = current + potential value
Develop
Maintain Nurture
Retain
Curr
ent V
alue
Potential Value
360° view
£ (m
illio
n)
Supply Chain InventoryManagement
Cooling
6
100
5020
40
60
20
80
100
0
DemandManagement
Tesco
Annual Savings
Tesco’s Data Journey
“We’ll be sending you coupons for
things you want before you even know
you want them.” Andrew Pole, Target
Target
OfficeMax
Big data = lots of small data
Exponentially larger VOLUME
Exponentially larger VELOCITY
Exponentially larger VARIETY
“Building out Big Data capabilities too often becomes the end goal itself”.What you need to make Big Data work: The pencil: Matt
Ariker, Forbes CMO Network Article
“…most significant obstacle to big data efforts… is the gap between the need and the ability to articulate measurable business value”
Analytics: The real-world use of big data in financial services
Finding the value
“ … the key is to focus on the big decisions for which if you had better data, … you’d make more money.”
David Court, McKinsey, 2013
Value lies in how quickly you can access, process and use the right data
Without impacting on your reputation
Focus on objectives, not tools
Who can do what?
When?Where?How?
Make it manageable
+27 11 485 4856
www.masterdata.co.za
@Gary_allemann
http://www.linkedin.com/company/master-data-management
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