![15 (Big) Data: just use it. BigData Expo 30 september 2015
Calculate Marketing attribution
PPC
Email
Email
Email
PPC
PPC
Email
Direct Load
£1.00 £1.00
£1.50
£12
£2.50
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Customer Journey Leading to Order
ATTRIBUTIONREVENUE
0 10 20 30
[Email] Personalised
[Email] Segment
[PPC] Google
[PPC] Bing
[Affiliate] VoucherCodes
[Affiliate] Style Blog
[Social] Facebook
Shoe Style
Classics
Best Sellers
Evening Dresses
Summer Deals Promo
Buy 2 for 3 on Makeup
Birthday Offer](https://image.slidesharecdn.com/bigdatajustuseit30sep2015frankvullersv2-151002100054-lva1-app6892/85/Big-Data-Expo-2015-Teradata-Big-Data-Just-use-it-15-320.jpg)
Big Data Expo 2015 - Teradata Big Data : Just use it!
- 1. 1 (Big) Data: just use it. BigData Expo 30 september 2015 (Big) Data : Just use it ! Frank Vullers Teradata
- 2. 2 (Big) Data: just use it. BigData Expo 30 september 2015(Big) Data: just use it. BigData Expo 30 september 2015 Introduction • Senior Industry Consultant (Retail) • Helping Retailers to get value out of their data • 15+ years experience in Retail / FMCG on edge Business & IT • International Experience (Germany, Austria, Sweden, UK, Greece, Belgium, Russia, China and Philippines) • Projects done in area’s > Business Discovery > Business cases/ROI > ERP - SCM > Category Management > Analytics • Married, 2 kids • Hobbies: Running, playing Saxophone Frank Vullers Providing the world’s best analytic data solutions to drive competitive advantage for our customers Mission Teradata Get the most value from data
- 3. 3 (Big) Data: just use it. BigData Expo 30 september 2015(Big) Data: just use it. BigData Expo 30 september 2015 Agenda Setting the scene Customer cases Key Learning's Getting there
- 4. 4 (Big) Data: just use it. BigData Expo 30 september 2015(Big) Data: just use it. BigData Expo 30 september 2015 3100-3000 BC Big data is not new 1986
- 5. 5 (Big) Data: just use it. BigData Expo 30 september 2015 Big Data Explosion Big Data Market Trends & Projections 20% % by which org’s leveraging modern info management systems outperform peers by 2015 1 Zettabyte (ZB) = 1 Billion TBs 15x growth rate of machine generated data by 2020 The US has 1/3 of the world’s data Big Data is 1 of 5 US GDP Game Changers $325 billion incremental annual GDP from big data analytics in retail and manufacturing by 2020
- 6. 6 (Big) Data: just use it. BigData Expo 30 september 2015 12 88 10 90 0 10 20 30 40 50 60 70 80 90 100 Hard Facts Gut Feeling 1998 2014 How do executive make decisions* ? * Source: 1998 Appect Consultiting, 2014 Economist Intelligence Unit It is not the data but the attitude %
- 7. 7 (Big) Data: just use it. BigData Expo 30 september 2015 Traditional BI versus Discovery Analytics Business Determine Questions to Ask IT Structure Data to Answer the Questions Describe Outcomes What’s Next? TRADITIONAL BI PROCESS (Outcome Driven) “Capture only what’s needed” Teradata User Group Moscow Nov 20, 2014
- 8. 8 (Big) Data: just use it. BigData Expo 30 september 2015 Traditional BI versus Discovery Analytics Business Determine Questions to Ask IT Structure Data to Answer the Questions Describe Outcomes What’s Next? TRADITIONAL BI PROCESS (Outcome Driven) DISCOVERY ANALYTICS (Process Driven) Business Explores Data for Questions Worth Answering IT Delivers a Platform for Storing, Refining, and Analyzing All Data Sources Explain Causes Decisions/ Action Plans “Capture only what’s needed” “Capture in case it’s needed” Teradata User Group Moscow Nov 20, 2014
- 9. 9 (Big) Data: just use it. BigData Expo 30 september 2015(Big) Data: just use it. BigData Expo 30 september 2015 Agenda Setting the scene Customer cases Key Learning's Getting there
- 10. 10 (Big) Data: just use it. BigData Expo 30 september 2015(Big) Data: just use it. BigData Expo 30 september 2015 • Understand customer interaction with their website, the journey, activity and behavior demonstrated Situation and Challenge Case 1: Analyzing the online shopping behaviour
- 11. 11 (Big) Data: just use it. BigData Expo 30 september 2015(Big) Data: just use it. BigData Expo 30 september 2015 • Understand customer interaction with their website, the journey, activity and behavior demonstrated Situation and Challenge Case 1: Analyzing the online shopping behaviour • Identifies change address, abandoned basket; checkout; start browsing etc • Identified an error page impact • Explore the most common path Insight Gained, Understand
- 12. 12 (Big) Data: just use it. BigData Expo 30 september 2015(Big) Data: just use it. BigData Expo 30 september 2015 Case 1: Analyzing the online shopping behaviour • Amend errors leading to broken journeys • Emailed the abondon (basket) customers • Call customer with extra service offerings Actions Taken • Improved sales (improved understanding of online buyer behaviour • Greater insight into sales performance • Savings on Marketing costs Business Benefits
- 13. 13 (Big) Data: just use it. BigData Expo 30 september 2015 Convert repeat browsers into orderers Product message aligned with browsing behaviour Affordability message dynamically populated according to customer segment Customer browses same product x times in y days Check shows no subsequent purchase on or offline Pick product and appropriate affordability message Customer receives trigger campaign 6 days after repeat browse Banners = opportunity to dynamically populate £2.58 inc sales per head vs £0.20 average Automated Rules
- 14. 14 (Big) Data: just use it. BigData Expo 30 september 2015 Calculate Marketing attribution CUST. ID DATE & TIME CHANNEL MARKETING CAMPAIGN 1 12/08/2014 10:04 Organic Search - 1 14/08/2014 16:57 Direct Load - 1 15/08/2014 17:07 PPC Summer Shoe Style 1 18/08/2014 17:37 Email Shoe Dress Combination Campaign 1 22/08/2014 21:00 PPC Evening/Fancy Dress 1 22/08/2014 21:33 Referral VoucherCodes: 10% Off
- 15. 15 (Big) Data: just use it. BigData Expo 30 september 2015 Calculate Marketing attribution PPC Email Email Email PPC PPC Email Direct Load £1.00 £1.00 £1.50 £12 £2.50 £22 £25 £35 £100 Customer Journey Leading to Order ATTRIBUTIONREVENUE 0 10 20 30 [Email] Personalised [Email] Segment [PPC] Google [PPC] Bing [Affiliate] VoucherCodes [Affiliate] Style Blog [Social] Facebook Shoe Style Classics Best Sellers Evening Dresses Summer Deals Promo Buy 2 for 3 on Makeup Birthday Offer
- 16. 16 (Big) Data: just use it. BigData Expo 30 september 2015 Abandoned basket follow up Customer adds to basket but does not complete order Customer does not subsequently order on any channel Appropriate recommendations selected to accompany abandoned product Customer receives trigger campaign 6 days after purchase Abandoned product and recommendations dynamically populated Future enhancements to add ratings, prices and warranty info £2.90 inc sales per head vs £0.20 average Automated Rules
- 17. 17 (Big) Data: just use it. BigData Expo 30 september 2015(Big) Data: just use it. BigData Expo 30 september 2015 • understand sentiment of posts • able to respond quickly • challenges of ‘super connected’ influencers Situation and Challenge Case 2: Social Sentiment & target social influencers • Extract sentiment (products/deliveries/marketing) • Incorporate reviews, call center , emails etc • Understand social pairs,influence and virality Insight Gained, Understand
- 18. 18 (Big) Data: just use it. BigData Expo 30 september 2015(Big) Data: just use it. BigData Expo 30 september 2015 Case 2: Social Sentiment & target social influencers • Effect product recalls with greater speed • Implement changes to product features • Drive Viral campaigns to drive sales Actions Taken Business Benefits • Increased profit • Reduction in warranty/recall exposure
- 19. 19 (Big) Data: just use it. BigData Expo 30 september 2015(Big) Data: just use it. BigData Expo 30 september 2015 • Identify where consumers stick with or churn during promotions Situation and Challenge Case 3: Cross Promotion Affinity Analysis
- 20. 20 (Big) Data: just use it. BigData Expo 30 september 2015(Big) Data: just use it. BigData Expo 30 september 2015 • Identify where consumers stick with or churn during promotions Situation and Challenge Case 3: Cross Promotion Affinity Analysis • Identify affinity between category X and other products • Determine which customers stick or switch Insight Gained, Understand
- 21. 21 (Big) Data: just use it. BigData Expo 30 september 2015(Big) Data: just use it. BigData Expo 30 september 2015 Case 3: Cross Promotion Affinity Analysis $
- 22. 22 (Big) Data: just use it. BigData Expo 30 september 2015(Big) Data: just use it. BigData Expo 30 september 2015 • Merchandise based on promotion affinities • Develop linked promotions based upon aff. • Review Promotional strategy Actions Taken • Real insight into customer shopping habits • Ability to adjust promotional campaigns Case 3: Cross Promotion Affinity Analysis Business Benefits
- 23. 23 (Big) Data: just use it. BigData Expo 30 september 2015(Big) Data: just use it. BigData Expo 30 september 2015 • Japanese company sends out over 200 million food, catalogs each year • Wanted to extend knowledge of customers Situation and Challenge Case 4: Send catalogs based upon social chatter
- 24. 24 (Big) Data: just use it. BigData Expo 30 september 2015(Big) Data: just use it. BigData Expo 30 september 2015 • Japanese company sends out over 200 million food, catalogs each year • Wanted to extend knowledge of customers Situation and Challenge Case 4: Send catalogs based upon social chatter • Use Facebook to generate variables • Segment customers • Find out preferences (friends) Insight Gained, Understand
- 25. 25 (Big) Data: just use it. BigData Expo 30 september 2015(Big) Data: just use it. BigData Expo 30 september 2015 Case 4: Send catalogs based upon social chatter • Customize page content for each customer. • The catalogs based on Facebook chatter • Gifts to Friends of FB fans Actions Taken • Able to target 16% of their consumer Facebook Fans in the Pet Categories • Nissen valued customers who buy once a year and say positive things Business Benefits
- 26. 26 (Big) Data: just use it. BigData Expo 30 september 2015(Big) Data: just use it. BigData Expo 30 september 2015 Agenda Setting the scene Customer cases Key Learning's Getting there
- 27. 27 (Big) Data: just use it. BigData Expo 30 september 2015(Big) Data: just use it. BigData Expo 30 september 2015 Shop Direct learning Big Data adoptions* • Get understanding of value and benefits • Improve data literacy and Utilize insights Business • Fully engage IT and architecture department • Ensure the solution is scalable, agile and adaptable IT * Casestudy by MWD advisors
- 28. 28 (Big) Data: just use it. BigData Expo 30 september 2015(Big) Data: just use it. BigData Expo 30 september 2015 Supervalu learning Big Data adoptions* • Utilize the internal rock stars • Understand existing skills • Senior leadership • Teach new paradigm • Fast and Simple and Easy • Easy to collaborate • Integrate into existing world • Question everything People Process • Right tool • No one size fits all • Connect existing tool • Automate acces to data Technology • Statistical • Innovative problems • Innovative solutions Mindset * Partners userconference 2012
- 29. 29 (Big) Data: just use it. BigData Expo 30 september 2015(Big) Data: just use it. BigData Expo 30 september 2015 Agenda Setting the scene Customer cases Key Learning's Getting there
- 30. 30 (Big) Data: just use it. BigData Expo 30 september 2015(Big) Data: just use it. BigData Expo 30 september 2015 Big Data Strategy ? Don’t do it: Experiment * • Look outside • Agree inside Get Inspired • Start with skills • Try Techniques and Technologies • Test and learn Get Going • Create the right Architecture • Link for Leverage • Take a bimodal approach Get Organized * Gartner Bigdata strategy get going september 2015
- 31. 31 (Big) Data: just use it. BigData Expo 30 september 2015(Big) Data: just use it. BigData Expo 30 september 2015 Agenda Setting the scene Customer cases Key Learning's Getting there
- 32. 32 (Big) Data: just use it. BigData Expo 30 september 2015 Category Mnagement supported by Detailed data Frank Vullers Senior Industry Consultant Retail Teradata (stand 17) +31683946122 https://twitter.com/FrankVullers Questions?Thanks for your Attention