Big Data of Digital Awesomeness

Hello, we are Blue Compass
Melissa Harden, Digital Marketing Expert - mharden@bluecompass.com - @melliharden
Melissa Harden is a digital marketing expert with more than nine years experience in search engine optimization (SEO)
and marketing. One of the leading SEO experts in Des Moines, Melissa helps businesses identify their current online
standings, build online marketing strategies and increase online branding. Her focus isn't to simply bring more traffic to
a site, but to bring in more conversions and revenue for a company.
Erin Febel, Digital Marketing Strategist - efebel@bluecompass.com - @efebs
With a passion for studying the effects of social media and digital campaigns on business, marketing and culture, Erin
continually works to stay on top of emerging industry trends to connect brands and consumers to Blue Compass clients.
She is able to apply her background to advise businesses, organizations and individuals on how to best use digital
marketing and social networks to build relationships, which ultimately deliver value and results.
Katrina Reger, Digital Marketing Analyst - kreger@bluecompass.com - @k_reger
As a Digital Marketing analyst at Blue Compass. Katrina enjoys helping advance the online presence of her clients by
taking an integrated and comprehensive digital marketing approach. Katrina continues to keep up with the latest industry
changes and trends in the ever changing world of digital marketing.

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Tweet a question about
Big Data to @bluecompass
during our presentation for a chance
to win a Blue Compass t-shirt!
@amaiowa @bluecompass

Tweet Questions to

What is big data?
There are some things that are so big
that they have implications for everyone,
whether we want it or not.
Big Data is one of those things, and is
completely transforming the way we do
business and is impacting most other
parts of our lives.
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What is big data?
The basic idea behind “Big Data” is
that everything we do is increasingly
leaving a digital trace (or data) which
we as marketers can use and analyze.
Big Data therefore refers to our ability
to make use of the ever-increasing
volumes of data.
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Big data Marketing
Also known as data-driven marketing, big data
marketing is the process of collecting, analyzing,
and executing on the insights you’ve derived from
big data to encourage customer engagement and
improve marketing.
Big Data analytics does a really good job telling us
what our customers are doing, who they are doing it
with, where they do it and when they do it.
However, it does a pretty awful job telling us why
our customers do what they do. Understanding the
why behind the actions is critical to marketers since
they are tasked with finding ways to change
customer behavior.
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Big data Marketing
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It sure has us talking ….….

Activity Data
Simple activities we do every single day,
like listening to music or reading a book
are now generating data. Digital music
player and eBooks collect data on our
activities. Your smartphone collects data
on how you use it and your web browser
collects information on what you are
searching for. Your credit card company
collects data on where you shop and your
shop collects data on what you buy. It is
hard to image any activity that does not
generate data.
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So ... why do we care about
big data?
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Over 90% of all
the data in the
world was
created in the
past 2 years
Boom!

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Google alone
processes over
40,000 search
queries per second,
making it over 3.5
billion in a single
day
Boom!

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Every minute, we send
204 million emails,
generate 1.8 million
facebook likes, send
278,000 Tweets and
upload 200,000 photos
to facebook
Boom!

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A 10% increase in data
accessibility can mean
an additional $65.7
million in net income
for an average
fortune 1000 company
Boom!

the 5 vs of big data
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The different
types of data
The size of
the data
The speed at
which the
data is
generated
Having big
data is no use
unless you
can turn it
into value
The accuracy
(uncertainty)
of the data
5 Vs of
Big Data
Volume Velocity
Variety
Veracity
Value

Structured v.s. unstructured
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10% 90%
Structured
information is
the data in
databases and
is about 10% of
the story10%
Unstructured information is 90% of
Big Data and is “human
information” like emails, videos,
tweets, Facebook posts, call center
conversations, closed circuit TV
footage, mobile phone calls,
website clicks

69% of customer
demographics is
generated by
insights from
devices and social
media platforms
To understand
customers and
their behaviors,
analyze:
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understanding customers
Understanding
customers
Social media data
Browser data
Trending
keywords
Analytics69%

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General Model for
Analyzing Big Data
Monitor
Analyze
exceptions
Analyze
causes
Decide act
No problem No idea But how?
Act within the process
Hopefully … real-time to daily

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From the dawn of
civilization from 2003,
humankind generated five
exabytes of data. Now we
produce exabytes of data
every two days … and the
pace is accelerating.”
-Eric Schmidt, Executive
Chairman, Google
Why should we care?

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“Big Data is the foundation of
all of the megatrends that are
happening today, from social to
mobile to cloud to gaming.”
-Chris Lynch, Vertica Systems
Why should we care?

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“Without big data, you are
blind and deaf in the middle of
a freeway.”
-Geoffrey Moore, theorist
Why should we care?

Customer journey = big Data
Acquisition Growth Retention Satisfaction Loyality
of marketers who use big data say they use customer
analytics to support these core sales and marketing
goals
use analytics to
enhance customer
satisfaction
use analytics to
increase customer
loyalty

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Cool. but as a marketer can I
ignore big data?
NO.

The Internet of things
What is IoT? what is m2m?
The Internet of things (IoT) is a
network of everyday objects
connecting to the Internet, these
smart devices are embedded in
home appliances, in vehicles, in
shops and in the office.
Machine-to-machine (M2M)
technology enables wireless
communication between multiple
devices, turning data into
meaningful information that can
be analyzed and acted upon.
48% of marketers think IoT justifies
the “hoopla” around Big Data

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$2
Billion
$6
Billion
14 million
devices sold
171 million
devices sold
The Quantified Self:
Plenty of room for
growth in the market
of US adults
track their
diet, exercise
or weight
uses wearable
technology

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“Hiding within those mounds of
data is knowledge that could
change the life of a patient, or
change the world.”
-Atule Butte, Stanford School
of Medicine
Changing the world...

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Can Big DAta cure parkinson’s?
Launched in 2014, The Michael J. Fox Foundation for Parkinson’s is
collaborating with Intel for the project and the chipmaker has built
an open-source big data analytics platform on the Amazon Web
Services (AWS) cloud to analyze the patient data collected from
wearable devices.
The charity is hoping the data from thousands of individuals on
slowness of movement, tremor and sleep quality will help
physicians measure how Parkinson’s progresses and make
breakthroughs in drug development.
"The variability in Parkinson's symptoms creates unique
challenges in monitoring progression of the disease," said Diane
Bryant, senior vice-president and general manager of Intel's
datacentre group. "Emerging technologies can create a new
paradigm for measurement of Parkinson's. Everyone loves and
wants wearables,” she added.
Big Data
Analytics
Wearable
Technology
Public Cloud
Computing

your meeting was
pushed back 45 minutes
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Technology is beginning to talk to each
other and develop their own intelligence
Imagine a scenario when ….
your car knows it will
need to gas to make it
to the train station. Fill-
ups usually take 5
minutes
there was an accident
on your driving route
causing a 15 minute
detour
your train is running 20
minutes behind schedule
And signals your car to
start in 5 minutes to
melt the ice
accumulated in
overnight snow storms.
This is communicated to
your alarm clock which
allows you 5 extra
minutes of sleep
And signals your
coffee maker to
turn on 5 minutes
later as well

Smart cities
What’s a smart city?
A city-wide network of sensors that
provides real-time valuable information on
the flow of citizens, noise and other forms
of environmental pollution, as well as
traffic and weather conditions.

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“By the end of the decade,
everyone on earth will be
connected.”
-Eric Schmidt, Executive
Chairman, Google
the internet of things

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….Is it any wonder data is cool once again?

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The secret is not just “big” data, but “right” data. Here’s how we see it play out.
What we call “enterprise marketing platforms” will take in data on the viewing and purchase behavior
of millions. They will feed it into software that combines elements of marketing models, attribution
models, and other analytical tools. And the result will be predictions that relate watching to buying more
precisely than ever before.
These models will then inform systems that systematically and “programmatically” bid for and buy
advertising, and monitor the buying activity that results. These results will be fed back into the predictive
models in real-time. The models get better with each cycle. The waste goes out. The ROI goes up. And
the money comes in. Are we there yet? Nobody’s quite there yet.
-Mitch Barns, CEO of Nielsen
Even traditional agrees

….. So does spotify
June 24, 2015
August 30, 2015

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Big data challenges
51% 45% 42% 39% 29%
Lack of sharing
data is an
obstacle to
measuring
marketing ROI
Not using data
effectively to
personalize
marketing
communications
Not able to link
data together at
the individual
customer level
Data collected
too infrequently
or not quickly
enough
Too little or no
customer/consumer
data

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In summary ….
“I keep saying that the
sexy job in the next 10
years will be statisticians
and I am not kidding.”
Hal Varian, Google

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In summary ….
“The companies that will be
storing all that device data
are less concerned [about]
sheer volume and more
concerned about making it
usable.”
Gil Harris, Forbes

We all know Google
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Google has a lot of data
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Google has a lot of data
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Do you know that you can make
Google Analytics go beyond the
basics and look at custom data?
P.S. - You want it to do this.

We all know facebook
Tweet Questions to

facebook has a lot of data
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Consumers give us data
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45% Increase in Conversions Using Real Image

sites are live focus groups
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But you have to KNow
what to track
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how much do
Digital Channels know?
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unless you are a marketer...
More than you want them to.
then it’s kind of awesome.

Finding People
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Finding More Specific People
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Finding What People share
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Finding What People search
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so what do you do
with all this data?
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You make a digital
marketing strategy

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Your Company’s data
Look in your company’s data and financials to see what
makes your company money.
● Who buys your products or services?
● What makes the most profit?
● When is the trend in purchases?
● What sets that trend?
● Where are people purchasing?
○ Offline
○ Online

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what makes easy money?
Slow ROI
Low ROI
Fast ROI
Maintains ROI
Profit
Velocity

Let’s Use Flu as an example
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Tweet Questions to
Flu makes money
Let’s say we learned that people with the flu make our
company the most money.
So I want to find people who have the flu or who will
have the flu and let them know about our product.

where People share
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What Type of content share
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Content length People share
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keywords people use
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Digital Marketing for Flu
What the data told us:
● Flu vaccine information is on people’s
minds; it’s the information they share
● Flu symptoms are what people search
for; it’s what they are concerned about
and shows user's intent
● Create a video or write an informative
article about flu symptoms and vaccines
● Make sure to have 2,000-3,000 words
of content
● Share in Facebook

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Now...I start tracking users
I want to know:
● What they clicked on
● Why they clicked on it
● When they would convert
Implement changes to make this occur more often:
● Send new traffic
● Track some more :)

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Remember this is science
Create a hypothesis based on data:
● Data won’t tell you everything, you
have to figure out which aspect made
users take action.
Implement new test:
Implement new test:

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It’s just so awesome!
By using big data, companies
can understand what makes
people their customers, when
their customers are purchasing,
why they are buying and how to
keep that happening.

THe Big Question
How do I look at all of this data
and find out what I need to
know versus what I want it to
say.
-Every Digital Marketer Ever
Tweet Questions to

Tweet Questions to
Increase Brand Awareness
Visits
Time Spent on Site
Pages Per Session
Reach
Engagement Rate
Shares
Followers
Link Clicks
Subscriptions
Video Views
Content
Downloads
Sign of
awareness and
trust!
Ratio of Branded to
Keyword based
searches
Everyone Needs Brand Awareness But How Do You ACTUALLY Measure
It?Website Traffic Social Engagement Consumption Of Content Inbound Links Branded Searches

Tweet Questions to
Increase Conversions
While all conversions
are important it is
even more important
to take note of the
quality of each lead.
Are you making
more on your
leads than you
are paying for
them?
While not as valuable as a
conversion - you can't get
the conversion without
people getting to the
page. And why are they
leaving without
converting? Are your ads showing
when and where you
want them to? Are your
conversions or clicks
down due to impression
share?
More Straightforward But Harder To Achieve Results!
Conversions /
Conversion Rate
Cost Per Conversion
Clicks / CTR
Impression Share

Let’s Dive Into Big Data
There are infinite attributes that can be tracked and utilized, including but not
limited to:
Click Through Rate, Time on Page, Pages/Session, Video Views, View Through
Rate, Conversions, Conversion Rate, Cost per Conversion, Impressions, Likes,
Comments, Organic Traffics, Shares, Unique Visitors, Bounce Rate, Average
Position, Pageviews, Mobile, Tablet, Desktop, Location, Source, Medium,
Retweets, Link Clicks and MANY MANY MORE!
But How Do All of These Connect or Compare?

Let’s Dive Into Big Data!
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… or at least some of it!

Let’s Dive Into Big Data
What We Normally See:

SO Now What?
The more dimensions
you add the more you
can refine the data and
make better marketing
decisions.

Still A Lot To look At
… Really What Does This Mean?
Layering the data
allows for a more
holistic view. It provides
a better way to
comprehend the overall
situation.
Want to generate new
leads? Conversion Rate
Optimization helps brand
acquire new business and
increase ROI!

Big Data of Digital Awesomeness

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