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Marketing et big data
- 1. Marketin g and Big Data Zahira Benabdallah
- 2. INTRODUCTION What is Big data ? What is marketing ? 2
- 3. Definitio ns : Big Data : The growth in the volume of data and how fast it is created and saved. Big data is usually stored in computer servers. Marketing : the activity of a company that deals with buying and selling a product or a service. Marketing departments of a company use slogans, packaging designs and special advertisements to attract and keep consumers. 3
- 4. In 1 internet minute… 2.4 Million search queries $203,596 in sales 527,560 photos shared 2.78 million views 347,222 new tweets 701,389 Facebook logins 20.8 million messages 4
- 5. 5 SPOTIFY CAMPAIGN Thanks, 2016. It’s been weird A Spotify advertisement in UK. Source : Businessinsider.com A Spotify advertisement in Los Angeles. Source : dailyedge.ie
- 6. 6 Dear person who played « Sorry » 42 times on Valentine’s Day. What did you do ? Spotify Spotify campaign in New York City. Source : businessinsider
- 7. How Big Data has affected Marketing ?
- 8. I- How big data is used in marketing A- Explanation of big data B- The use of big data in Marketing C- Impacts II- Case studies A- Amazon,a leader in big data use B- Netflix, movies and data C- Target, a calculated shopping experience Conclusion 8
- 9. I- How big data is used in Marketing ? A-Explanation of big data 4 V’s : Volume : Scale of data Variety : Different forms of data Velocity : analysis of streaming data Veracity : Uncertainty of data 9
- 10. 4 V’s 10 6 Billion people have cell phones World population : 7 Billion Poor data quality costs : $ 3.1 Trillion a year (US) By 2016, 100 million wearable, wireless health monitors 1 TB Of Trade Information in NY Stock Exchange during each session
- 11. B- The use of big data in marketing Customer’s analytics, operational analytics, new product and service innovation and data warehouse optimization Customer Relationship Management (CRM) Key Performance Indicator (KPI) Geomarketing 44 % of B2C Marketers use big data to attract more customers and keep them $ 1 trillion of marketing expenditures 11
- 12. 12 Identify valuable opportunities. Develop pictures of their customers and create the perfect products for them. Systems track key words. Prices change because of consumer’s preferences,comparisons, inventory and predictive analysis.
- 13. C-Impacts 13 4 million jobs created (SEO, SEM… ) An increase of consumption and profits Gain of time for companies Consumer privacy threats Predictive analysis Tracking free search engines Ethical issues Exclusion More corporate inequality More adblockers Lots of errors
- 14. II- Case studies A- Amazon case study 14
- 15. A leader… 15 Recommendation Path-to- purchase Supply chain optimization Price optimization Amazon Web Services Source : homeworldbusiness.com
- 17. 75 % 800 engineers Main criterion : Day Time Date Ratings Kinds of movies Source : weichert.com 17
- 19. 19 Customer’s ID : - Credit card use - Purchase history - Survey responses - E-mail clicks - Website visits Source : Staples.com
- 21. 21 Source : slate.com Target knows if you are likely pregnant !
- 22. Conclusio n Big data has positively affected marketing. Companies know better their customers and can perfectly match consumers’ needs with their products. Nevertheless, consumers’ privacy may be in danger because of big data. Are all of our data well used by companies ? 22
- 23. I’M WITH BIG DATA MAKE MARKETING GREAT AGAIN Source : Openclipart.org Thank you for your attention ! 23
- 24. Debate : Are you afraid of big data ? Are you aware that all of your data are stored ? Will you change your habits on internet ? 24