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Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
Big	Consumer	Data,	the	Promise,	the	Overpromise,	the	Opportunity	
Mike	Sherman	
Presenta:on	copyright	belongs	to	Presenter...
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Mike Sherman Festival of NewMR 2017

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A recent article stated “McKinsey finds it’s all talk and little action with data analytics in most companies”. Mike agrees and will discuss how, despite advances in hardware and software, the promise of Big Data has yet to materialize. He’ll share some best case examples, but also the more common not so good uses of Big Consumer Data and propose several suggestions for overcoming these problems, including a consumer data mall and creating more data translators. Finally, he’ll suggest how market researchers should be integrating big data into their research programs, leveraging big data to capture information on behavior while using direct questioning to focus on understanding the why’s of that behavior.

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Mike Sherman Festival of NewMR 2017

  1. 1. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 Big Consumer Data: the Promise, the Overpromise, the Opportunity Mike Sherman Marke:ng, Big Consumer Data and Insights Expert
  2. 2. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017
  3. 3. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017
  4. 4. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 Irrelevant and poorly personalized…
  5. 5. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 …despite collec=ng extensive data
  6. 6. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 Gartner Hype Cycle for Emerging Technologies, 2014 Source: Gartner (August 2014) Big Data: Overhyped?
  7. 7. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 Data (the 3 V’s: Volume, Variety, Velocity): Solved* Mobile Phone Example ² Billing Data ² CDRs (call data records) ² SMS (Texts) ² Apps ² URLs ² Loca:on ² Sensors, e.g. accelerometer, gyroscope ² Non-Network data, e.g. Contacts, Calendar *The Fourth V: Veracity, maybe s:ll an issue?
  8. 8. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 Source: Bertrand Chen, A Traders Pragma:c View on Big Data, April 13, 2016
  9. 9. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 Source: Bertrand Chen, A Traders Pragma:c View on Big Data, April 13, 2016
  10. 10. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 Source: Bertrand Chen, A Traders Pragma:c View on Big Data, April 13, 2016
  11. 11. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 Personalized, Relevant Direct Mail For Each Season
  12. 12. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 Big Data Example Leveraging Loca=on PaLerns Single-point loca.on informa.on § Messy and some.mes inaccurate § Less meaningful - we can’t tell if a person is passing by or visi.ng the place, why, or if he/she is likely to visit again § Limited adver.sing opportuni.es Regular socializers Late night shoppers Frequent biz travelers Holiday makers High mileage drivers Brand preferences Mul.-point loca.on paAerns § Stable repeated behavior § Allows for predic.on of future behaviour and des.na.ons § Premium adver.sing opportuni.es “Here and now” to “Who”
  13. 13. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 Failed Personaliza=on: Selling Gas to a Bus Rider?
  14. 14. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 Failed Personaliza=on: Selling Flights Months Too Late?
  15. 15. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 Failed Personaliza=on: Irrita=on APer Making The Sale
  16. 16. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 Audio Example: Spo=fy hZps://www.youtube.com/embed/4vYQby_hDDU
  17. 17. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 Solu=on •  Consumer Data Mall •  Integrators/Translators •  Mathmen and Madmen
  18. 18. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 MARKETERS Consumer Data Mall CONSUMERS Answers Feedback Relevant Personalized Offers/Communica=ons •  Dialogue, not Monologue •  Win-Win •  Service, not sales •  Opt-in and engaged, not annoyance Data •  Sales •  Effec:veness and Efficiency Offers Scores Ques=ons The Consumer Data Mall
  19. 19. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 Issue: Communica=on Gap αιτήματος Ανάλυση Έξοδος Ανάλυση 정보 요구 정보 가 필요합니다 ??? ??? End Users / Senior Management Data, IT, Data Scien:sts
  20. 20. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 Translator/Integrator Role End Users / Senior Management (Analysis Request) (Analysis Output) Translator/Integrator (Informa:on needs) (Informa:on required) αιτήματος Ανάλυση Έξοδος Ανάλυση 정보 요구 정보 가 필요합니다 Data, IT, Data Scien:sts
  21. 21. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 Mathmen and Madmen Required
  22. 22. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 Source: Gevng Digital Right, 2016; Millward Brown Digital Researchers Confidence About Using Big Data Growing
  23. 23. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 Research Opportuni=es Big Consumer Data and Tradi:onal Consumer Research are not separate silos: they are both about understanding and influencing customer behaviour. So: 1. To researchers: stop asking people what they did, they don’t remember (accurately). Use their data to understand their behaviours. 2. To data scien:sts: stop assuming the data tells all. Start asking people “Why”.
  24. 24. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 Execu=ve Summary Despite its promise, Big Consumer Data is underdelivering, crea:ng growing? consumer frustra:on. Changing course requires a consumer data mall (CDM), data/marke:ng translators and more data literate Madmen. • People do not perceive Big Consumer Data as delivering personalized, relevant communica:ons. While some good examples exist, e.g. Tesco, there are many more bad examples. • Opportuni:es to do beZer involve crea:ng a consumer data mall, developing more translators and leveraging more Madmen. • Researchers can contribute by focusing on “Why@ ques:ons while deferring to behavioral data rather than asking “What” and “Who” ques:ons.
  25. 25. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 Thank You! www.MikeSherman.net Mike@MikeSherman.net
  26. 26. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 Q & A Mike Sherman Marke:ng, Big Consumer Data and Insights Expert Sue York The Handbook of Mobile Market Research
  27. 27. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 Appendix
  28. 28. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 IT is helping
  29. 29. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 Big Data: Overhyped!
  30. 30. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 Privacy Not The Issue, Relevance Is Relevant ads welcomed by newsbrand smartphone readers 30 September 2015 | By Jane Bainbridge UK — Newsbrand readers using mobile devices are happy to receive non-disruptive, relevant and engaging mobile ads according to a study from Newsworks and YouGov. Blogging research conducted by Lieberman Research Worldwide, which was commissioned by Newsworks in parallel to the YouGov study, found that readers notice and enjoy seeing tailored ads on their smartphones and click on them regularly. They are more receptive when ads are streamlined and non-invasive to news content. Ads that are interactive, personalised and seamlessly integrated into the conversations which mobile readers are already having are particularly effective. In comparison, users reject and filter out ads which disrupt their experience.
  31. 31. Big Consumer Data, the Promise, the Overpromise, the Opportunity Mike Sherman Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman Festival of #NewMR 2017 When big data meets big brother China is known for its “Great Firewall” for online surveillance, and the nation has decided to take it further – tapping data technology to develop a “social credit system” in which it monitors each individual citizen and collates information about their day-to-day lives. According to Independent, the Communist Party wants to encourage good behaviour by marking all its people using online data. In this world, anything from defaulting on a loan to criticising the ruling party, from running a red light to failing to care for your parents properly, could cause you to lose points. Each person is given a numerical “score” that could determine whether they qualify for financial loans down to getting a nicer room in a hotel or a better table at a restaurant. • The government hasn’t announced how the plan will work — for example, how scores will be compiled and quali:es weighted against one another. But the idea is that good behaviour will be rewarded and bad behaviour punished, with the party ac:ng as the ul:mate judge. • However, it’s believed that this credit system is both public and mandatory, and very likely has no opt out. • Chinese billionaire Jack Ma has weighed in on the maZer and urged Chinese officials to use big data to stop would-be criminals. Source: Marke:ng Interac:ve, October 26, 2016

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