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Big Data and Beyond Ma#  Rogers  

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Data = opportunity

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Right data = opportunity

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Know what you want to know.

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What happens when you know what you want to know?

Let’s go…beyond.

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Not  me  

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Voyager  1  

RF antenna

UV spectrometer

Infrared spectrometer

Plasma analyzer

Cosmic ray detector

…bunch of other stuff, and…

Triaxial Fluxgate Magnetometer

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What you watch What you search/browse for (but don’t watch)

When you rewind or fast-forward Where you pause (and how long)

What device you’re using

TVs, DVD players, Blu-ray players, iPhone, Android phones, tablets, Xbox, Playstation, Wii, Roku, Apple TV, TiVo …all have a Netflix app.

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Point Defiance Zoo

•  Goal: Increase memberships •  Changed how they track ticket sales

online to collect better data — time of day, device, ZIP code

•  Better targeted marketing

•  $4,000 initial investment = $60,000 in membership sales

•  771% increase in ticket/membership sales, setting records for two consecutive years

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On average, marketers depend on data for just

11% of all customer-related decisions

(CEB; Harvard Business Review)

Currently: Feelings, guts, guesses Next: +Data-driven decisions

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Number of key data sources

Four+ (74%)

Two (5%) One (4%)

74% of companies need to combine data from four or more sources  to effectively run their business.

Three (12%)

ClearStory  Data  2011  

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The state of business data

Disconnected, in silos Different formats Not “clean” In spreadsheets

1  

2  

3  

4  

5  6  

7  

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Manual data processing = manual clothes washing

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Today: user behavior.

Every interactive experience is an opportunity to learn about our users.

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Engineer it smarter from the beginning

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Example

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Goals •  Sell more tickets with less marketing expense •  Sell memberships

What do you want to know? •  When people prefer to visit •  When they’re likely to make buying decisions •  What platform they buy from •  Where they’re located •  Which exhibits they visit

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Email

Web site

Download app

Purchase tickets

Enter museum

Visit exhibits

Time of day

Device they use

Location

When they buy

When they visit

Path through museum

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Segments of users

•  Buy tickets via mobile phone

•  Visit on rainy days

•  Only come when there’s a new exhibit

Insights like…

•  Visitors from 46060 buy 4+ tickets at a time and

only come on weekends

•  Visitors who install the app visit 1.8x as much

as those who don’t, and ignore your emails

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Include data collection in the planning process

Be attentive to how data will combine across platforms

Know what you want to know

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Thank you.