Rise of the data driven marketer

RISE

DATA-DRIVEN
OF THE

MARKETER

VIJAYANTAGUPTA
Director, Industry Strategy and Marketing, EMEA
Adobe Systems
@vijayanta | vijayanta.gupta@adobe.com
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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RISE

DATA-DRIVEN
OF THE

MARKETER

VIJAYANTAGUPTA
Director, Industry Strategy and Marketing, EMEA
Adobe Systems
@vijayanta | vijayanta.gupta@adobe.com

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• Google IPO (2004)
• Facebook (2004)
• YouTube (2005)
• Twitter (2006)
• Nintendo Wii (2006)
• iPod 1st Gen (2001)/Mini (2004)
• Text Msg Explosion

Social and Mobile Take Off
2003 2006

• First Smart Phone (2001) Palm/Kyocera
• iPhone (2007)
• Spotify (2008)
• Data surpasses voice (2009)
• Netbooks (2009)
• Convergence

Smart Phone Data Surge
2006 2009

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• Mobile Check Deposit (2009)
• iPad (2010)
• Instagram (2010)
• Siri on iPhone 4S (2011)
• Google Now (2012)
• Smartphones pass feature phones (2012)
• GE Invests $1.5B in Industrial Internet (2012)
• Brainwave market research

Apps Multiply

2010

2012

The Omni-channel World

2013
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Global Mobile Traffic will exceed

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34,000 tweets
are sent every minute

exabytes per month by 2013
The average teenager sends

2 billion+

4,762

videos were watched on YouTube …

yesterday

text messages per month

32 billion searches
were performed last month …
on Twitter
45GB of data currently exists

30 billion

on the planet

600 million+ users

pieces of content were added to Facebook this
past month by

for each person


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•  Wearable smart devices (Google Glass, Smith I/O Recon, Nike
FuelBand, Fitbit, Apple Watch)
•  Smart homes (Ecobee)
•  Smart cars (Toyota Friend, Lexus HUD)
•  Smart Advertising (Billboards)
•  Smart Industrial (precision farming)

The Internet of Things

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2014
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2017

• Nearly everything is connected
• Massive explosion of data
• Devices start to disappear

Smart Everything

2018

2022
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Anticipation
2023 & Beyond


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Growth of Global Data - Zettabytes

Sources: Nasscom – CRISIL GR&A analysis


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Zettabyte – Now what’s that?

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WHAT CAN
MARKETERS
DO TODAY
TO PREPARE
FOR THIS
WORLD?

§ 

Point of inflection (alt version)

Collect
Analyze
Act

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§ 

Collection solutions
§ 

Chaos to structure

Top Challenge in Data Management

• Consistency and quality
• Integration
§  Data silos drive higher maintenance costs
• Pooling
§  Inherent data issues with silos lead to mismatched data between business
lines (potential for financial loss risk)
• Omni-channel &view
Existence of data silos is seen as the first priority to most
respondents.


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•  Automation
•  Predictive analytics
•  Machine learning
•  Speed
•  Test
•  Learn what’s important
•  Embrace rocket science

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Act Problem
§ 

Delivery problem, what outlet do we use?

§ 

Adobe Mission Control (Dell mission Control)

§ 

(next slide) It gets worse.

§ 

Marketing mix explodes

§ 

Camera in the back of marketers head

•  Manage content as well as data
•  Anticipate many delivery points/touchpoints
•  Speed and flexibility
•  Marketing and IT come together
•  The Digital Enterprise

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THANKYOU

vijayanta.gupta@adobe.com

@vijayanta
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Rise of the data driven marketer

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