Emerging Marketing Analytics

Akash| Bryan| Nishi| Prashant|

Subhadeep| Vaibhav

BIG DATA

Types Of Data

Data

Structured Semi Structured Unstructured

Traditional Data in a traditional Database

structure

Structured but unstructured “blobs” Inconsistent

Enterprise Resource Planning, back up storage for large volumes of data

Facebook, linkedin logs, web chats,

YouTube

Call centre logs with toll –free responses, web logs that track

website activity

What is Big Data?Advanced analytics operate on Big Data.

Leverage data to make better business decisions.

Velocity-Batch-Real time-Near Time

Volume-Terabytes- Transactions- Tables etc.

Variety-Structured -Unstructured-Semi structured

Big data

Rate at which data is consumed or

generated

Data is increasing at a rate of 15-20% Extremely large amounts of data (Terabytes)

Range and type of data sources

Big Data: Why?

Increase value of US

healthcare by $300 billion

Increase value of Europe’s PSA

by EUR250 billion

Decrease manufacturing

cost by 50%

Increase US retails net

margin by 60%

Source: McKinsey Report

Potential of Big Data

Uses of Big Data:• Marketing decisions and analytics• Innovating new products and services• Risk management• Applicable to all domains – BFSI, Telecom, Media, entertainment etc.

RETAIL- Walmart

NeedRetail industry is customer driven

Fierce competition- Very less switching cost-Stock out- Non Availability of any item

Companies should be well informed-Continuous monitoring of customers data (real time monitoring

For retailers to be1. Competitive2. Customer retentionTrack and analyse social media and all other forms of customer data available

Market Causality

Intervening

Component

Antecedent

Extraneous

Data OrganizationType of Errors Manual Data

OrganizationAutomated Data Organization

Incoherent

Incorrect

Irrelevant

Incomplete

Inconsistent

MetadataY = Sales

X = 10 P’s of marketingY = f(X)

Type of Metadata:

• Customer Life time Value• Consumer buying behavior• Transaction pattern• Churn score

Social Media Analytics- the new wave

50% businesses are unsure of direct value of LinkedIn

53% are unaware of their ROI from

Twitter

50% are unsure of how to measure

impact of business metrics from blogs

Social Media Analytics- the new wave

• Social n/w specific KPIs• Choose metrics that

translate into business context

Define measurable and Actionable KPIs

• Create a filter or segment for social traffic

• Add event tracking • Measure events responses

and interactions• Ad campaign tracking

Configure your Analytics • PAID tools- Radian 6,

SYSOMOS, Lithium, Raven• FREE tools- Social Mention,

Whostalking, Thinkup

Use super social tools

• Quantitative- New likes, total likes, Page views, referrals

• Qualitative data- Users, language, locations, comments

• Activity data- post views, interactions, interaction times, response rates.

Understanding each social metrics

• Test test test to get better results

• Long term benefits• Identify worst performing

metrics• Ad campaign tracking

Revise your strategy • Change content and format

• Frequency change• Study target page market• Your response rate and

relevance

What to do?

How Walmart connects!

Over 22 million likes

More than 2 million

comments

Daily consumer insights and

data mapping

RESULTS

• Cost and Mission-success alignment

Cost Effective

• Better inventory and Logistics management by using Predictive analytics

Inventory • Best Price to Customers• Right portfolio of goods• Understand Customer

better

Improved Customer Service

THANKS