Grant Stewart, Head of Strategy at Digital Alchemy discusses how to best realise the opportunity derived from Big Data. At the forefront of data-driven marketing, Digital Alchemy provides dynamic decisioning to their clients allowing them to drive relevant, timely communications to their customers. The results of their approach which includes leveraging big data and analytics has yielded some outstanding results but not without some learnings along the way. Grant provides a frank and open discussion around the unique advantages big data can bring to deepening customer insights as well as what he has found to work and not work in this exciting world of real-time customer intelligence.

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Big Data.
Are you Realising the opportunities?
Grant Stewart
Head of Strategy, Digital Alchemy

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We live Big Data
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300 Marketing and Technology professionals with offices in 6 countries and trusted
by organisations with combined market cap of over $500B .
70,000,000 customers under management
200M customer transactions processed every day
looking for the right marketing opportunity
1 Billion marketing decisions executed into preferred channels each year
Cloudera’s newest Customer
Real Time Next Best Offer – uDecide™

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You’ve heard the gag before
But has Big Data been a Big disappointment……. thus far?

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Has Big Data been a Big disappointment?
• “We’ve spent all this money collecting data but we’re not
seeing the investment pay off yet“
• “Analytics just haven’t kept up. We’re moving at the speed of
life, but analytics is still working the way it always has”
• “Everyone’s talking about it – but what are they actually
doing with it?”

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What we do see working
• Organisations realising benefits at the coalface – using Big Data
to genuinely change customer behaviour
• Organisations changing the way their analytics works –
i.e. real time decisioning, underpinned by machine learning.
Not answers 3 months later
• Working with providers like Cloudera to get solutions like real-
time next best product decisioning live - faster, cheaper and
less risk

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Does this kind of decisioning work?
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TELCO RETAIL FS
• Real time decisioning
• On the fly IVR next
best offer
• Converting at 60% for
HV segments
• Real time swiping / real
time offers
• 49% of program’s
incremental revenue
• Offers choose
campaigns, not
campaigns choose offers
• Incentives different even
though next best product
might be the same

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What’s worked and what hasn’t
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Worked Hasn’t
• When decisioning has already been
made, campaigns become significantly
less complex
• Real time decisioning and execution is
where step-change performance lives
• Using Cloudera has meant we could
focus less on managing environments,
and more on doing what we need to –
now we can get other Cloudera clients
up and running in 2 months
• It’s hugely confronting, culturally, to
let the machines make the decisions
• It doesn't matter how good the
decisioning - you still need
compelling offers to change
behaviour
• Preferred behaviour has to be
clearly understood – sometimes
success looks different to different
parts of the business

8. Questions?
Grant Stewart
Head of Strategy, Digital Alchemy
Grant.stewart@digitalalchemy.com.au
M +61 (0) 400 0067 61

9. (helpful questions we might want the audience to ask / plant?)
• How is this different to say the “Amazon – you might also be interested
in this type thing we all know?”
• How much does it cost and how long to get up and running?
• What tech did we use (maybe a tech question for some)?
Fiona / Justin – comments??