2. BIG DATAin Relation to Marketing
WHO AM I
Juergen Hoebarth
upper Austria / Vienna / Hong Kong
worked for / with / in agencies
Startups / Marketing
Cofounder of RealLifeConnect
11. BIG DATAIN MARKETING
APPLY SCIENCE TO MARKETING
COMMUNICATIONS IN ORDER TO BETTER
UNDERSTAND THE TARGET AUDIENCE
12. BIG DATAWHAT IS BIG DATA
BIG DATA DESCRIBES THE EVER INCREASING
AMOUNT OF RAW DATA AND INFORMATION
GENERATED BY DIGITAL NETWORKS, SENSORS
AND DATA CAPTURING TECHNOLOGY
13. BIG DATAin Relation to Marketing
• Facebook
• Google
• Twitter
• Youtube
• Cellphone networks
DIGITAL NETWORKS
20. BIG DATA
Qualitative Research
The Big Idea
The Creative Campaign
Campaign Planning
Channel Planning
Eye Balls
Believe
A/B & Multi
Hyp
The Minimal Via
Validatio
Scenari
User
Unde
TRADITIONTRADITION
ALAL NEWNEW
FOR MARKETERS
22. BIG DATANOW AND THEN
NOWNOW THENTHEN
DRINK THIS AND YOU WILL FEEL GOOD
FIND CUSTOMERS WHO ARE HIGHLY ACTIVE
IN SPORTS, ADRESS THEM WITH THE RIGHT
MESSAGE ABOUT THE NEEDS THEY HAVE
23. BIG DATANOW AND THEN
NOWNOW THENTHEN
MAKE A CAMPAIGN, THE STRATEGY, THE AD FORMAT AND
THAN RUN THE CAMPAIGN
Make - Listen - Iterate - Listen - Iterate
24. BIG DATANOW AND THEN
NOWNOW THENTHEN
WE MEASURE CLICK RATES ON BANNERS Multiple banners and test out what works where and when
25. BIG DATA
IT GIVES YOU AN ADVANTAGE
You measure all things and
adjust in realtime
NOW AND THEN
27. BIG DATA
So that you get the best creative ideabacked by data about who your existingand potential customer is and how toreach him
NOW AND THEN
28. BIG DATANOW AND THEN
NOWNOW THENTHEN
BRAND AWARENESS KPIs “HARD NUMBERS”
ROI
29. BIG DATA
BIG DATA IN MARKETING IS NOT
ABOUT BIG QUANTITATIVE
NUMERS
IT’S ABOUT MEANINGFUL
QUALITATIVE NUMBERS
FOR MARKETERS
30. BIG DATA
- MORE VISITORS DOES NOT EQUAL MORE SALES
IT’S THE QUALITY THAT IS MEANINGFUL
- MORE REACH THROUGH ADS DOES NOT EQUAL MORE BRAND AWARENESS
IT’S ABOUT THE PEOPLE YOU REACH
FOR MARKETERS
31. BIG DATA
PROACTIVE
- searching keyword
- retargeting
converting existing demand
on the market
ACTIVE
- build custom audiences
- find high value new customers
stimulating new demand, branding
future demand
FOR MARKETERS
38. BIG DATA
Gösser / Wieselburger / Stiegl / Ottakringer / Zipfer / Desperados
HOW RETAILER CAN USE DATA
1 2 3
4 5 6
39. BIG DATA
BUT NEVER FORGET ALL THE DATA YOU
COLLECT IS
WORTHLESS IF YOU DO NOT LINK UP
DIFFERENT SOURCES
40. BIG DATAHEAVEN FOR A “BIG DATA MARKETER”
BE AWARE IF YOU USE BIG DATA IN MARKETING
THE CAMPAIGN PROCESS HAS TO CHANGE AS WELL
Make - Listen - Iterate - Listen - Iterate.....