SES Chicago 2012 | Seth Dotterer: "The Age of Big Data and the Modern Marketer"
The shift of marketing dollars online and the increasing role of social media have ushered in the era of Big Data - where marketers must effectively mine and analyze massive amounts of data and respond to changing business needs instantly. While most marketers today are well versed in the metrics of their online marketing channels, far fewer are leveraging their 'Big Data' across all digital marketing channels for cross-functional insight into customer behavior, to gain efficiencies across all channels and to grow traffic and revenue. Key takeaways include: - The impact Big Data will have on the modern marketer - forcing professionals to become part marketer, part Chief Information Officer - How to leverage the latest advancements in technology to gather, analyze and react to new consumer behavior uncovered by Big Data with an emphasis on visibility, optimization and automation Download the presentation materials by: http://www.conductor.com/resource-center/presentations/ses-2012-age-big-data-and-modern-marketer
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SES Chicago 2012 | Seth Dotterer: "The Age of Big Data and the Modern Marketer"
- 3. Chicago(|(November(12–16,(2012(|(#SESCHI( Data underpins our economy and our society - data about how much is being spent and where, data about how schools, hospitals and police are performing, data about where things are and data about the weather. Tim Berners Lee, Director of W3C.
- 5. Chicago(|(November(12–16,(2012(|(#SESCHI( A collection of data sets so large and complex that it becomes difficult to process using on-hand database management tools.
- 6. Chicago(|(November(12–16,(2012(|(#SESCHI( DefiniDon(of(Big(Data( • a( @twitterhandle Volume - Variety - Velocity (
- 15. Chicago(|(November(12–16,(2012(|(#SESCHI( Variety( • Structured(Data:( • Unstructured(Data( • Even(Structured(Data(has(issues(( @twitterhandle Unstructured( !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!(mostly)!
- 21. Chicago(|(November(12–16,(2012(|(#SESCHI( Big data is the fuel. It is like oil. If you leave it in the ground, it doesn’t have value. But when we find ways to ingest, curate, and analyze the data in new and different ways, such as in Watson, Big Data becomes very interesting.” Stephen Gold, VP of Marketing for IBM’s Watson
- 29. Chicago(|(November(12–16,(2012(|(#SESCHI( How(Search(Marketers(can(use(big(data( • Think(Flow,(not(Batch.( • PPC(Vendors(like(Marin,(Kenshoo,(Adobe(all(have(big(data(opXmizaXon(( • Leverage(crossMdiscipline((SEO(posiXon(data(to(drive(Bids,(and(viceMversa)( • Mining(and(teasing(out(the(tacXcs(and(strategies(that(are(working,(vs.(what(is(noise( • Opportunity(forecasXng( @dotterer
- 36. Chicago(|(November(12–16,(2012(|(#SESCHI( • MCAMADS(M(MulXMChannel(AHribuXon,(Across(Digital(Channels:( • MCAMO2S(M(MulXMChannel(AHribuXon,(Online(to(Store( • MCAMAMS(M(MulXMChannel(AHribuXon,(Across(MulXple(Screens( Are(you(referring(to(MCALO2S,(MCALAMS(or(MCALADC?( http://www.kaushik.net/avinash/multi-channel-attribution-definitions-models/
- 42. Chicago(|(November(12–16,(2012(|(#SESCHI( Takeaways( • Big(Data(is(what(YOU(say(it(is,(so(that(you(can(solve(your(problems.((( Don't(lose(sight(of(that,(or(blindly('trust(the(data'.( • The(more(frequently((or(faster)(you(analyze(your(data,(the(more(likely(it(is(to(be(valuable.(( Think(less(about(‘batch’(and(more(about(flow.( • Find(new(sources(of(data(–(don’t(just(dumping(more(of(the(same(at(it.((( • Keep(data(as(long(as(you(can( • Become((or(hire)(a(staXsXcian(M(Big(Data(and(advanced(analyXcs(have(emerged,(with(programs( sprouXng(up(at(USC,(N.C.(State,(NYU(and(elsewhere.( • Figuring(out(what(the(data(tells(you(is(hard.(( • How(to(convince(others(what(the(data(tells(you(is(harder.((VisualizaXon(helps.( @dotterer
- 44. Chicago(|(November(12–16,(2012(|(#SESCHI( Photo(Credits( • hHp://www.flickr.com/photos/29691859@N03/2873017925/sizes/l/( • hHp://www.flickr.com/photos/baqueroguapo/5567237076/sizes/l/in/photostream/( • hHp://www.flickr.com/photos/markusperl/7689989242/sizes/l/in/photostream/( • hHp://www.flickr.com/photos/ragfield/6728728687/lightbox/( • hHp://www.flickr.com/photos/ppix/2305078608/sizes/l/in/photostream/( • hHp://www.flickr.com/photos/matneym/4145370899/sizes/l/in/photostream/( @dotterer