1. Big
Data
–
What
every
marketer
needs
to
know
Dr.
Ana
Isabel
Canhoto
Senior
Lecturer
in
MarkeAng
&
Program
Leader
-­‐
MSc
MarkeAng
Oxford
Brookes
University
www.anacanhoto.com
TwiJer:
@canhoto
Canhoto
2012

2. The
behaviours
Canhoto
2012

3. The
technology
Store
Capture
Analyse
Canhoto
2012

4. The
dynamics
Source:
Michael
E
Driscoll,
Metamarkets
-­‐
hJp://www.slideshare.net/medriscoll/driscoll-­‐strata-­‐
buildingdatastartups25may2011clean#btnPrevious
Canhoto
2012

5. The
economics
of
data
• Low
value
or
Value
very
small
segments
become
profitable
• New
business
opportuniAes
• Low
value
data
becomes
Cost
useful
Canhoto
2012

6. Relevant
services
• PersonalisaAon
of
interacAons
• LocalisaAon
of
retail
environments
• MulAple
channel
=>
Omnichannel
• GeolocalisaAon
and
Geofencing
– Adverts
and
offers
Canhoto
2012

7. IdenAfying
trends
• PredicAon
/
Early
warning
– Movements
–
diseases,
demand,
pricing…
• Influencers
–
rumours,
virality,
…
Canhoto
2012

8. CompeAAve
Intelligence
• Travel
paJerns
• Recruitment
acAviAes
• MeeAngs
• Projects
Canhoto
2012

9. Issues
Canhoto
2012

10. Sources
• Available
vs.
representaAve
– E.g.,
Using
TwiJer
to
research
the
Arab
Spring
• Quality
• Merging
databases
Canhoto
2012

11. Methods
&
Skills
Canhoto
2012

12. Usage
Canhoto
2012

13. Big
Data
–
What
every
marketer
needs
to
know
Dr.
Ana
Isabel
Canhoto
Senior
Lecturer
in
MarkeAng
&
Program
Leader
-­‐
MSc
MarkeAng
Oxford
Brookes
University
www.anacanhoto.com
TwiJer:
@canhoto
Canhoto
2012