popcorn and analytics - a bridgei2i point of view
DESCRIPTION
BRIDGEi2i's point of view on advancements in marketing and analyticsTRANSCRIPT
by Sandip Saha
Life of marketers
was…
Source: ABC, Once Upon a Time – Google Plus
Traditional View
Purchasing Funnel
Awareness
Familiarity
Consideration
Purchase
Loyalty
….simple
Source: Amazon, Little Miss Sunshine Paperback by Roger Hargreaves, Mckinsey
Then came change….. Source: Changeling, www.thefilmengine.net
World became
Mobile…
1.6B mobile broadband
connections globally
in Q1’13
Source: wirelessintelligence, impawards.com, UN, Time
7B 6B 4.5B
Global population Access to mobile Access to working toilets
1.84
6.58
Number of connected devices per person
2010 vs. 2020
….Social…
40% US adults feel more
comfortable interacting
online than in person
1.15 Billion+ users
500 Million+ users
238 Million+ users
60% Consumers say the
integration of social
media makes them
more likely to share
products/services
23%+ Marketers are investing
in blogging and social
media
Source: Social Network -Sony Pictures, Digital Insights, infographicb2b.com, Performics, PCWorld
…. & Cloudy
$131B 18.5%
Gartner public cloud services market forecast for 2013
Source: Cloudy with a chance of meat balls - Columbia Pictures' and Sony Pictures, Gartner, Amazon
IT - BYOD
50% of B2C and
36% B2B companies using
social for customer
services
HR - Productivity Sales - Customer Centricity
Boundaries started merging
Business 2 People
Source: Forbes, Tale of two cities movie - IMDB
61% of businesses feel social
is having a positive
impact on internal
structures (breaking
down silos)
40% Of devices used to
access business
application are
consumer owned
Examples
Autos
Personal computers
Skin care
Telecom carriers
Auto insurance
Journey became multi
24%
27%
32%
34%
37%
39%
51%
56%
Print/Outdoor
TV/Radio
Direct/Event
Mobile
Online Social
Online General
Retail
Offline Social 55%
60%
31%
19%
16%
24%
14%
21%
Shopper’s multi channel journey
Changing mix of channels used by shoppers
Brands getting added in consideration stage
Google’s study of Shopper purchase journey for 3,000
shoppers in tech, CPG, auto and finance found were 3,000
completely different paths
Source: Mckinsey, Google ZMOT
63
49
38
38
13
30
24
37
20
9
7
27
25
42
78
3.8
1.7
1.5
1.5
3.2
2.2
1
1.8
0.9
1.4
Initial Consideration Active Evaluation Loyalty Loop In Initial
Consideration set
Added in Active
Consideration
Share of purchases % Average number of brands
Simple became
Complex
Initial
consideration
Moment of
purchase
Active evaluation Information gathering, shopping
Postpurchase experience Ongoing exposure
Loyalty
Loop
A B C D
E F G H
C
E F H I J K
B
B
1
2
3
4
5
5
Source: Mckinsey
Alfred Pennyworth Analytical
Lucius Fox Technical
2 pillars for Transition from Bruce 2 Batman
Source: Warner Bros, DC Comics
Key-values Stores
Column Family Stores
Document Databases
Graph Databases
Technology advancements
NoSQL
customer
Metlife + MongoDB
• 360 degree view of a caller’s policy,
cutting across LOBs.
• Consolidate and simplify presentation
layer.
• Boost customer satisfaction and call
center productivity through a unified
application.
Graph database to manage its
customer organizational structures –
ability to model and query complex
data such as customer and account
structures with high performance
Graph database to build its next-
generation master data management
platform
Knowledge, Social and Interest Graph.
$215M Revenue by 2015
Breaking the notion of one true and
centralized way to store any kind of data
360°
Source: Breaking Bad,Metlife, marketwired, 451 group
•Fraud
detection
•Statistical
analysis
•Micro
customer
segmentation
•Time-series
analysis
•Pattern
Recognition
•Social media
analytics
•Behavioral
analysis
•Predictive
modelling
•Descriptive
modelling
•Text analytics
•Data mining
•Sentiment
analysis (NLP)
•Stochastic
optimization
Market Adoption
Mature Growing Nascent
Low
High
Co
mp
lexit
y
Analytics Landscape
Analytics advancements
1010 into $$$
respondents switched brand
loyalty - per Accenture
survey 2011
Cost of customer acquisition
vs. retention
5x
Potential increase in retailers’
operating margins possible
with Big Data Analytics
60%
lift in brand response
conversions by promoting
RealFlex running shoes with
video across all digital screens
higher sales a company using
predictive analytics can
achieve compared one who
don't
73%
use a
smartphone
& TV
together
81% 66%
use a
smartphone
& laptop/PC
together
66%
use a
laptop/PC &
TV together
identify
131%
deliver
Source: Nasscom, Google ZMOT, IBM, Accenture, The Transporter, fanpop.com
"I didn't invent the rainy
day, man." "I just own the
best umbrella." Quote by Jimmy Fallon playing Dennis Hope in the movie, Almost Famous
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