big data demistified
TRANSCRIPT
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BIGDATA
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Twitter.com/hanssmellinckxwww.onlinemarketingmanager.be
HANS SMELLINCKXInnovation & Marketing Projects
20 years experience
FounderSocial Marketing Forum
®Evolution
Social MediaE-mail Marketing
Digital Marketing
Multi-channel Marketing
Mobile MarketingMetrics, KPI’s & dashboardingBlogger
Thomas Cook Belgium
CRM
Branding & Reach
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Thomas Cook Belgium is…
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ENIACElectronic Numerical Integrator And Computer
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DATA
WAR
EHOU
SEBIGDATA
CRM
BI
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NOTNEW
It’s still a car
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Most important parts of a car
1. Engine2. Wheel3. Brakes4. Strearing wheel5. Body & seating
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Roadmap
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75%65% 56%
Of senio
rs say
their c
ompan
y is
“data
driven
”
(Big) Data not part of the strategy
Organisational
silo biggest barrier
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Peopleskills
Toolstechnology
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STEP 1: CONNECTION
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STEP 2: Segmentation
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Socio demo
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Socio demo
agegender
education
Social class
employmentMaritial status
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SimpleFilter
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20 – 25 year old
Female
Student
Single
University student
No children
Lower social class
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Challenges
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Hobby
Interests
Pets
Living together
Still living at home
shopaholic
?
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Data connection
Mobile savy
E-commerce
Real-time mobile use
Workplace vs living
?
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TIME
COM
PLEX
ITY
Socio demo(Buying) history
Lifestyle criteria
Behaviour criteria
Degree of ROI
Experience curve
Real-time (social)Behaviour criteria
Amount of data
Excelaccess
SAPOracle / IBM
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Confirmed behaviour
Unknown future behaviour
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Sport clubs…
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6 month health program
Use real-time data
Ask for interests
Past members
Open graph 2Website & referral
Unexpected offersCross sales
Re-activate sleepersTrends“family” trendsClean db
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Which regions to target? Which similar people to target? Predict & counter drop-off Upsell or partner programs Make dynamic promotions ROI & RFM
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Recommendations
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Track users individual
Calculate ROI/target group
Fine-tune with every campaign
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http://projects.nytimes.com/census/2010/explorer
Visualise it!
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Questions ?
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Twitter.com/hanssmellinckxwww.onlinemarketingmanager.be
HANS SMELLINCKXInnovation & Marketing Projects
20 years experience
FounderSocial Marketing Forum
®Evolution
Social MediaE-mail Marketing
Digital Marketing
Multi-channel Marketing
Mobile MarketingMetrics, KPI’s & dashboardingBlogger
Thomas Cook Belgium
CRM
Branding & Reach