Mad Data: How Sales & Marketing are Benefitting from Big Data Platforms

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
By Jeffrey Eisenberg
September 19, 2013
Mad Data: How Marketing & Sales are
Benefitting from Big Data Platforms

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© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 3

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The most important single
thing is to focus
obsessively on the
customer. Our goal is to be
earth’s most customer-
centric company.
Big Data
Moneyball
Success Jeff Bezos
CEO & President of Amazon.com
“

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Too hard for
humans to
process

Big data
Transactions + Interactions + Observations
=
Volume / Velocity / Variety

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Big Data is Not Just Big
Big
Unstructured
Real-time
Velocity Variety
3 V’s of
Big Data
Volume
Terabytes
Records
Transactions
Tables, Files
Batch
Near time
Real time
Streams
Structured
Unstructured
Semistructured
All of the above

One by one, Jeff Bezos
carefully assessed the
true advantages the
internet would give him,
and pushed them to their
boundaries.
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We take those funds that
might otherwise be used to
shout about our service, and
put those funds instead into
improving the service. That's
the philosophy we've taken
from the beginning.
If you do build a great
experience, customers tell
each other about that.
Word of mouth is very
powerful.
Success secrets
Continuous Optimization
Corporate Agility
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“

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Reaction in Real Time
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If the first CMO
challenge is
data deluge, the
first CIO plan
investment
2012 is BI and
analytics

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Demand for deep
analytical talent in
the U.S. could be
50%-60% greater
than its projected
supply by 2018

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Source: Drew Conway

Phase 1
Collect data
Phase 2 Phase 3
Insights!
Results!
Profit!
?

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An organization's ability
to learn, and translate that
learning into action rapidly,
is the ultimate competitive
advantage.
Jack Welch
“

What happened?
Why it happened?
What will happen?
How can it happen?
Analytics Journey

Reporting
Insight
Predictive
Auto -magic
4 types of tools

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The punch line...

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Receives Data Creates Story Delivers Insight
Imports internal and
external data
Builds a narrative structure
Structures to meet
audience goals
Uses complex AI algorithms
Extracts and organizes key facts
and insights
Transforms them into stories, at
scale
Delivers data-driven answers
to important questions
Provides advice and powerful
insight
Presents as a precise, clear
narrative
How Quill™
works

Chicken Sandwiches were
this week’s menu item
with average daily sales
of 136.7 units. Gross
margins on the item
declined 21% from the
previous week. This is the
second week in a row
that margins on Chicken
Sandwiches have fallen.
Bringing the store’s daily
sales of Chicken
Sandwiches up to the
same level as the co-op’s
would add about $566
more profit each month.
Over a year, that’s an
extra $6,828. The store
only needs to sell six
more units per day to
accomplish this.

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*Experian & SEO Moz, 2013
in lost revenue
Hundreds
search queries are
long-tail*
You can’t solve this
problem manually.
7 out of 10
Millions
of ways to describe
them
627
possible long-tail queries
for iPhone 5 case

Photo of steak
but not in text.
Steak not on
the page.
Result?
Not discovered
Cooking steak
on a Staub grill
pan.
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Consumer
interest:

Collect
Interpret
Prioritize
Adapt
Analyze
Route to/adapt
existing page
Create the
perfect page
BloomReach.com
Web
relevance
engine

Related
searches:
Le Staub Grill
within 1 hop
Related products:
5 more contextual instances of
steak.
Result? Page discovered!
Related searches
Bistro grill pans
Panini grill burner griddles
Panini pan press
Nonstick grill pans
Chicken panini press
La Plancha griddle panini
Delonghi Panini grill griddle
Le Creuset bistro round grill
pan
Le Staub grill press
Related products
Le Creuset bistro round grill
Review:
My first grill pan. Used it the other day
indoors to grill steakd that had been
seasoned well. Steaks cooked very evenly.
When the steaks were done, I looked at he
heavily soiled pan and shook my head as...
View product
X Close

31% increase in natural search
traffic, one of the top three
fastest growing channels
Generated 143,000+ new
pages
Over 50% of BloomSearch-
generated visits come from
thematic pages
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VOLUME
SELECTION
VITALITY

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Promo Free Ship
Style Top
Handle
Brown
Material Leather
Pric
e
$995
Bran
d
Louis Vuitton
Model Mini HL
Sales Rk #2 of 20
Color

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CLIENT DATA & STRATEGIESTARGETS
Beige Gucci bag LA
The Perfect Message
For Every Customer
Semantic Ad Creation
Intent Extraction
(NLP)
Offer Generation
(Machine Learning)
+
Shared Performance DB

Semantic
Understanding
Show Best Selling Colors Show # of Colors
Apply Dynamic
Ad Strategy
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(luxury brand name) (women’s fashion category)
(URL with brand name in it)
Stylish (luxury name brand) (item type) in (number of colors)
like (best-selling color 1) and (best-selling color 2)
Louis Vuitton Handbags
Bagborroworsteal.com/Loui
s-Vuitton
Stylish LV Handbags in 18
Colors like Turquoise and
Red

Lower CPAConversion Rate
Results:
Louis vuitton handbags
Handbag Louis Vuitton
www.amazon.com
Buy handbag louis vuitton at Amazon!
Qualified orders over $25 ship free
2x 6%
Louis Vuitton Handbags
Bagborroworsteal.com/Louis-
Vuitton
Stylish LV Handbags in 18
Colors like Turquoise and Red
DataPop + BBOS = 3,000 Unique ads

How does Runa help?
Provides a competitive edge against Amazon
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Price
Shipping
Selection
Payment
Perfect offer
Perfect shipping
Perfect bundle
Pay with points
Amazon dynamic pricing
Amazon prime
Amazon frequently bought together
Amazon pay with Amex points
Runa Amazon

FOLD

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The Money is
in the Data!

7 Steps to Big Data Success
Don’t get caught up in the hype and jargon
Identify the questions and problems you need to solve
Map valuable data inside & outside your organization
Prepare your organization to see the new landscape
Share case studies of others successful uses
Look for updates around automation & “Black Box”
Always remain open to experimentation
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Thank You!
Jeffrey Eisenberg
www.UseTheData.com
bryan@bryaneisenberg.com
347-469-1090
Some images provided by Shutterstock

Mad Data: How Sales & Marketing are Benefitting from Big Data Platforms

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Mad Data: How Sales & Marketing are Benefitting from Big Data Platforms