Digital marketing analytics – the power to know your customer

© Kognitio, Inc. 2013 All Rights Reserved
Digital Marketing Analytics –
The power to know your customer
Nigel Sanctuary
@Kognitio
Digital Marketing Analytics Discussion: #DigiMkt

@Kognitio #DigiMkt
We are in the midst of an industrial revolution

@Kognitio #DigiMkt
The basic evidence
68% of companies will
increase their data-driven
marketing spend in 2013 Web analytics far exceeds social
media interaction as the best source
for understanding your customer!

@Kognitio #DigiMkt
A very limited view of Digital Marketing
Analytics

@Kognitio #DigiMkt
The growth arena…
Humble thanks to Adobe,
b2bMarketing & Retail Credit
Association

@Kognitio #DigiMkt
The breadth of Digital Marketing Analytics
Competitive
Actions
Sales
Activities
New Product
releases
Competitor
Promotions
Competitor
advertising
Season
Market Conditions
Fuel Prices
Unemployment
rates
Other economic
factors
Consumer
Confidence
Attribution
Optimisation
Allocation
1 2 3
Business
Outcomes
Consumer
Response
Search
Online Chatter
Store Visits
Purchasing
Unit Sales
Revenue
Margins
Market Share
Share of Voice
Customer Lifetime Value
Marketing
Actions
Print Ads
Direct Mail
Radio
Native content
Social Media
Paid search
Online display
Mobile Apps
Cinema
PR
Earned
Media
Pricing
Promotions
Customer
service
Television
Ads

@Kognitio #DigiMkt
A shift in scope
 LOB Marketing Executive/“Customer Retention” : Needing a solution
 Data Analysts: Needing a Platform
 Digital Marketing Analysts: Needing a Platform
 Brand/Merchandising Executive: Needing a solution
 Retail Demand Planning Executive
SOCIAL
MEDIA
Likes
Sentiment
ADVERTISING
On-line
Print
Outdoor
…
WEB
TRAFFIC
Page Clicks
Audience
overview
Segmentatio
n
reports
CONVERSIONS
Offers
Loyalty
Subscription
IN-STORE
Display
Cross-sell
Up-sell
SALES
eCommerce
PoS
…
• LOB Solutions analytical teams
• Marketing Analyst Boutiques
• Media Buying Agency
WEB
Journey
Integrated
journeys
Digital Marketing Analytics
Typical user community

@Kognitio #DigiMkt
Some views worth agreeing with
Predictive modelling, data-driven
segmentation, regression and correlation
are unavailable in off-the-shelf Web
analytics tools. (Gary Angel, Semphonic)
A benchmark for you: If you are not
spending 30% of your time in 2013 with
data, Ms./Mr. Marketer, you'll fail to achieve
professional success. (Avinash Kaushik, Occam’s
Razor)

@Kognitio #DigiMkt
Tagging v monitoring where does the data
come from now?
Tag Script
Line = X
X XX
X
X
X X
X

@Kognitio #DigiMkt
Additional Data Source Collection
Datasift/TOPSY/GNIP: Source of social media
Augmenting: DataOpinionLab
PC Fingerprinting: IMI
Interaction Monitoring: Celebrus(Speedtrap), ClickTale

@Kognitio #DigiMkt
This means….

@Kognitio #DigiMkt
Operational
Data Store
Computer/
Telephony
Integration
Automated
Call Delivery
Interactive
Voice Response
PSTN
Analytical Data
Platform
Analysis
Application
Operational
Data staging
Campaign
Management
Decision
Engine
Risk
Management/
Decisions
Product
systems
Other op’s
Systems
Agent
Platform/
Co-browsing
Marketing
Analysis/
Decisions
Customer
Telephone
outbound campaigns
Operational
Reporting
Branch
Data
Campaign Data
Campaign
Mail
Scores
Customer/event flags
Contact
centre
Business
Intelligence
Reporting
Campaign
Transactional
database
Analytical Database
Operational database
Delivery Environment
WebContent
Cookies
Tags
Transactional
Database
Data
Data
Data
Data
Data
Data
…data collection challenges

@Kognitio #DigiMkt
…Integration Challenges
Marketing
Actions
Print Ads
Direct Mail
Radio
Native content
Social Media
Paid search
Online display
Mobile Apps
Cinema
PR
Earned
Media
Pricing
Promotions
Customer
service
Season
Market Conditions
Fuel Prices
Unemployment
rates
Other economic
factors
Consumer
Confidence
Television
Ads
Competitive
Actions
Sales
Activities
New Product
releases
Competitor
Promotions
Competitor
advertising

@Kognitio #DigiMkt
…and analytical processing challenges
Define Goal
Select data
Prepare data
Select and Transform variables
Process models
Validate model
Source: Olivia Parr Rud: Data Mining Cookbook (p5 fig. 1.1 steps for successful target modelling)
Implement Model
Deploy in Business

@Kognitio #DigiMkt
The solution in integration and acceleration
Analytical Skills
Broad & Deep Data
Accessibility to Data
Connectivity to
Business Process
Analytical and Data processing
Productivity Enablers
Investigative Power
Accessibility to
Creative Curiosity

@Kognitio #DigiMkt

@Kognitio #DigiMkt
Analysis
Server
Case Study: (Not Nike, but just as big)
MPP
Analytical
Data Platform
MPP
Analytical
Data Platform
Collection
Server

@Kognitio #DigiMkt
Complaints
CRM
Shipping
IVR
Digital environment
Web Server
CRM
ACD
A Single Customer Leaves a big footprint
Campaign
Server

@Kognitio #DigiMkt
Integrated Collection and processing
Client
Contact
Centre
Production
Marketing
Distribution
Service
Support
Leadership
Team
Account Management
Complaints
CRM
Shipping
IVR
Web Server
CRM
ACD
Customer Contact
Analytical Platform
Ingestion
Model, investigate, report
Consolidated
Co-ordinated
Consistent
Disparate
Analyst
Discordant
Damaging
Predict, trigger, optimise
Report, Serve Data, Insight
Model, Predict, Optimise
Evaluate, Assess Options
Model, Predict,
Optimise
Predict
Resource,
Buy, Plan
Plan, Insight

@Kognitio #DigiMkt
What is the way around
• Use the technologies developed for Big Data
• The technologies designed for high performance integration
• The platforms for industrial strength analytics: MPP

@Kognitio #DigiMkt
Enabling concepts

@Kognitio #DigiMkt
Digital Marketing needs Granularity

@Kognitio #DigiMkt
The ability to manage detail is the difference
between Basic v Sophisticated

@Kognitio #DigiMkt
Technology has extended capacity to allow this
inexpensively

@Kognitio #DigiMkt
The enemy
Process Steps Limited Capacity

@Kognitio #DigiMkt
In Memory MPP is an enabler
Data
Queries
CPUs
CPUs
CPUs
CPUs
Every core working on every query
Data equally distributed across the servers
In memory Massively Parallel Processing
Server 1
Server 2
Server 3
Server 4
Designed specifically for complex analytics

@Kognitio #DigiMkt
Remove process steps, parallelise analytical
code
Lots of processing cores & RAM
Resultsonly
Processing time
Script building and presentation only

@Kognitio #DigiMkt
A sample Kognitio Cloud Center of Decision
Intelligence
Enterprise Data
Warehouse
Operational
Data Stores
Kognitio
Storage
Application Reporting
Hadoop
Clusters
Near-line
Storage
(optional)
Campaign
Management
Web Management
Promotions
Loyalty
Management
$
Promotion
Management
Workforce
Management
ModelVisualiseSee
Score
Manage
E-mail/Social media
Loyaltypointsbonuses
EPOSConnections
EPOS
Connections
Operational Data
OperationalData
Status
Category
Management
Famous Store

@Kognitio #DigiMkt
Summary
• We are producing and collecting digital marketing data
• We must not limit our scope to monitor and support the
customer opportunities
• We have the technology to control and store the data that
truly reflects customer behavior
• Let’s not be tempted to silo the analysis of the impact of our
marketing
• Regain control of the data
• Increase the breadth of analysis
• Increase the productivity of analysis

connect
www.kognitio.com
twitter.com/kognitiolinkedin.com/companies/kognitio
tinyurl.com/kognitio youtube.com/kognitio
NA: +1 855 KOGNITIO
EMEA: +44 1344 300 770

Digital marketing analytics – the power to know your customer

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