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Big Data Marketing

Dave Feinleib discusses how companies can use Big Data to accelerate revenue growth.

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Big Data Marketing

  1. 1. USING BIG DATATO ACCELERATE REVENUE GROWTH10/11/12David FeinleibTHE NEXT BIG THINGBLOGS.FORBES.COM/DAVEFEINLEIB
  2. 2. WHAT IS BIG DATA?BLOGS.FORBES.COM/DAVEFEINLEIB
  3. 3. BLOGS.FORBES.COM/DAVEFEINLEIB
  4. 4. BLOGS.FORBES.COM/DAVEFEINLEIB
  5. 5. +BLOGS.FORBES.COM/DAVEFEINLEIB
  6. 6. Ironman FranceBLOGS.FORBES.COM/DAVEFEINLEIB
  7. 7. Outline 1) Market Trends 2) Big Data Marketing Best Practices 3) Your Big Data RoadmapBLOGS.FORBES.COM/DAVEFEINLEIB 7
  8. 8. EXPONENTIAL DATA GROWTHMETADATA GROUPBLOGS.FORBES.COM/DAVEFEINLEIB 8
  9. 9. Copyright © 2012 Dave Feinleib dave@thebigdatagroup.com bigdatalandcsape.com
  10. 10. Facebook at 900M Users in Apr ’12 1000 750 UsersIn Millions 500 250 Source: Benphoster.com 0 Dec 04 Apr 07 Jan 09 Jul 09 Feb 10 Jan 11 Sep 11 BLOGS.FORBES.COM/DAVEFEINLEIB 10
  11. 11. Twitter at 400M Tweets Per Day in Jun ’12 400 300 TweetsPer Day In 200 Millions 100 Source: Twitter blog and news reports 0 Jan 07 Jan 08 Oct 09 Sep 10 Jun 11 Oct 11 Jun 12 BLOGS.FORBES.COM/DAVEFEINLEIB 11
  12. 12. 94% Corporate Data Growth Y/Y Area Growth Rate Database systems 97% Overall corporate data 94% Data of average organization 50% Source: ForresterBLOGS.FORBES.COM/DAVEFEINLEIB 12
  13. 13. BIG DATA FOR MARKETING SUCCESS METADATA GROUPBLOGS.FORBES.COM/DAVEFEINLEIB 13
  14. 14. Online Marketing: Then And Now THEN... NOW... Marketing and Sales Leads RecommendationsCompany First Last Oppty Created Acme Fred Langan $250K 6/08/12 BigCo Tom Jones $100K 6/17/12 Campaign DealCo Jan Sedor $50K 7/01/12 RecommendationsStor Works Liza Grear $750K 7/14/12RF Group Carl Tomer $47K 7/18/12BLOGS.FORBES.COM/DAVEFEINLEIB 14
  15. 15. 7 Steps To Big Data Marketing Success 1) Get all your data in the cloud 2) Run marketing campaigns 3) Capture the data 4) Get the data in one place 5) Analyze 6) Create a profile 7) Run more campaigns!BLOGS.FORBES.COM/DAVEFEINLEIB 15
  16. 16. 1. Get All Your Data In The Cloud SaaS applications are available to help manage customer interactions in the cloud: - Bloomreach - Marketo - Zendesk - Salesforce - Facebook, Google, TwitterBLOGS.FORBES.COM/DAVEFEINLEIB 16
  17. 17. 2. Run Marketing Campaigns To make predictions about what to do next, you first need to run marketing campaigns (including experiments)BLOGS.FORBES.COM/DAVEFEINLEIB 17
  18. 18. 3. Capture The Data Focus on answering useful business questions Example: which of the following drives more revenue? - Signup form - Lead source - Time of day - Deal size - # of Helpdesk tickets - Actual product usageBLOGS.FORBES.COM/DAVEFEINLEIB 18
  19. 19. 4. Get The Data In One Place Pull diverse data sources into one repository, such as Hadoop Combine those data sourcesBLOGS.FORBES.COM/DAVEFEINLEIB 19
  20. 20. 5. Analyze Hire or designate a Data Analyst Analyze the data using appropriate tools Evaluate correlation of data across different systems (Marketo, homegrown, product, and Salesforce.com) Determine which campaigns drove usage but did not convert to paid accountsBLOGS.FORBES.COM/DAVEFEINLEIB 20
  21. 21. 6. Create A Profile Create a profile with cohorts to recreate success and inform new campaignsBLOGS.FORBES.COM/DAVEFEINLEIB 21
  22. 22. 7. Run More Campaigns! Learn from what worked Throw away what didn’t Experiment with new ideasBLOGS.FORBES.COM/DAVEFEINLEIB 22
  23. 23. SUMMARY METADATA GROUPBLOGS.FORBES.COM/DAVEFEINLEIB 23
  24. 24. Big Data Marketing Success 1) Don’t let tools dictate your data structure 2) Start with small experiments, then expand 3) Find the right combination of technology and people to get the most insightBLOGS.FORBES.COM/DAVEFEINLEIB 24
  25. 25. For More Information David Feinleib dave@thebigdatagroup.com 415.852.0324BLOGS.FORBES.COM/DAVEFEINLEIB 25

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