What’s driving Big Data in a Communication Context?
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* From Realtime to Context Driven Communication * Online Privacy & Democracy
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What’s driving Big Data in a Communication Context?
- 1. Designing for Context International Advertising Association UNGKOM Midtjylland 20. november 2014 Niels Chr. Møller
- 2. Data management for intelligent, realtime kommunikation
- 3. Bygger bro mellem det kreative og det tekniske Art Copy Code
- 4. Morgendagens vindere bliver de markedsførere, der er bedst til at kapitalisere på kundedata
- 5. What’s driving Big Data in a Communication Context? Online Privacy & Democracy From Realtime to Context Driven Communication Agenda
- 6. Facebook drones to cover world in wi-fi “Our goal with Internet.org is to make affordable access to basic internet services available to every person in the world,” Facebook’s chief executive, Mark Zuckerberg March 28, 2014 (The Independent) Approx. 2.5 of 7.1 billion people have internet access today!
- 7. E-Commerce
- 8. E-commerce US E-Commerce sales as percent of retail sales was 6.6 % for Q3 2014, annual growth rate 12,5 % (YCHARTS) What happens as it rises to 20 % ? Chinese E-commerce giant Alibaba reports more than $9,3 billion in sales on China’s Singles’ Day Nov. 11, 2014 In 2013 sales were $5,8 billion (254 million orders and 166 million shipments :) (Reuters & Ritzau Finans)
- 9. The Internet of Things
- 10. The Internet of Things One ECO-System Any device, place, time and one Sensing, observing, communicating and interacting Tracking behavior, product, location and situation Targeting users just-in-time (not just-in-case) Data-Driven decision analytics New products, media and business models
- 12. Social Media 1.8 billion social network users (Statista.com, 2014) User Generated Content (eMarketer, 2013) 51.8 % of all US users are content creators 70 % of all US users are content consumers Social sharing (Statista.com, 2014) 58 % share content often, 33 % once in a while, only 9 % never shares ..and brands are moving rapidly in the same direction We are all publishers!
- 14. Build, Provide, Manage or EnableCloud-Based Business Models
- 15. When your API is your ProductCloud-Based Business Models “We want to be the location layer on the internet…. and our API is predominant to our business” Dennis Crowley, Foursquare CEO, co-founder
- 17. SEO 2.2 trillion searches on Google globally (Statista.com, 2014) 94 % is organic search, only 6 % is PPC (Group M UK and Nielsen)
- 19. Digital Footprints The footprints we leave after using internet based devices An online portfolio of who we are, what we do, and by association, what we know (Richardson, 2008) ...and most of us don’t even worry about it
- 20. Agenda What is driving Big Data in a Communication Context Online Privacy and Democracy From Realtime to Context Driven Communikation We are all data!
- 21. Online Privacy & Democracy
- 22. “They (NSA) are setting fire to the future of the internet. …you guys are all the firefighters” Edward Snowden SXSW 2014
- 23. "There has been a military occupation of Internet space“ “We’re all being watched” Julian Assange Spokesman, WikiLeaks SXSW 2014
- 24. "We were attacked by the Chinese in 2010 and the NSA in 2013“ Eric Schmidt Google Chairman SXSW 2014
- 25. Microsoft to strengthen security over NSA surveillance fears (siteProNews, 2013) Yahoo Launches Post-Snowden Security Boost (TechWeek, 2014) Facebook rolls out SSL data encryption for all its web traffic to combat NSA spying techniques (Wired, 2014) President Obama to introduce bill that would end NSA's bulk data collection (New York Times, 2014) 75% of respondents indicated that The Edward Snowden incident has changed their companies’ cybersecurity practices (ThreatTrack Security Survey, 2014) The Snowden Effect
- 26. The Snowden Effect Merkel's phone may have been monitored 'for over 10 years‘ (The Observer, 2013) In wake of Snowden revelations, German Chancellor Angela Merkel proposes secure European web (BBC News, 2013)
- 27. BND to hire hackers “Germany's foreign intelligence agency plans to spend millions to penetrate the secure connection technologies used by social networks, banks and online shops” Süddeutsche Zeitung, November 10, 2014
- 28. "We are pretty sure the information that is inside of Google right now Is safe” Eric Schmidt Google Chairman SXSW 2014
- 29. “Government has the ability to deprive you of rights. …They have police powers, they have military powers, they have intelligence powers they can literally kill you, they can jail you, they can surveil you.” “Companies can surveil you to sell you products, to sell you information to other companies. That can be bad, but you have legal records.” Edward Snowden SXSW 2014
- 30. “One of the things I would say to a large company is not that you can’t collect any data it is that you should only collect the data and hold it for as long as necessary for the operation of the business” Edward Snowden SXSW 2014
- 31. “Data should not be collected without people’s knowledge and consent” “Governments are prioritizing data collection. We need to prioritize data security.” “.. encryption does work” Edward Snowden SXSW 2014 The Bottom Line
- 32. Who owns your online identity?
- 33. Hart Research Associates, 2013
- 34. “We need a global constitution – a bill of rights.” Tim Berners-Lee World Wide Web Inventor SXSW 2014
- 35. What your company should do? Develop a CRM Data Strategy Prioritize data security before data collection Give customers choice, control and information It’s a marketing-job, but a Board and C-Level responsibility
- 36. From Realtime to Context Driven Communication
- 37. “The strategy and practice of responding with immediacy to external events and triggers. It’s arguably the most relevant form of marketing, achieved by listening to and/or anticipating consumer interest and needs” (Altimeter Group)
- 39. API Enterprise Integrations Communicate Data Management Platform Collect Email Postal SMS App Web Tele marketing Response Behavior Leads Monitor Reports Analysis Dashboards Customer service integration CRM/ERP/BI Data Exchange Real time integration Social High level security Push/Pull data and content Social
- 41. Create a content marketing strategy Know your audience, personas Find a voice, what content are you? Define key themes and messages Establish a frequency framework Created detailed editorial calendar Steel like an artist Create user-generated content Publish in relevant channels/customer touchpoints Anticipate, listen and respond… in realtime Think like a publisher
- 46. How one little cookie changed the Super Bowl ad game
- 48. Bridge the gab between art, copy and code Art Copy Code
- 49. AMARA’s LAW “We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run." Roy Amara Past president of The Institute for the Future
- 50. Tak for i dag LinkedIn: nielschrmoller Twitter: nielsmoller E-mail: ncm@fluid-solutions.dk Niels Chr. Møller Adm. direktør