In a world of social networks, mobile computing, and billions of smart sensors, we are now awash in data. New tools to harness data are powering self-driving cars, lifecasting athletes, and real-time flu-tracking. For businesses, big data poses new challenges, and demands new kinds of leadership. But for those who can master it, data will offer incredible sources of innovation and customer insight, and provide the answers to some of marketing's most vexing questions.

1. The Power of Big Data
in a Networked World
David Rogers contact@davidrogers.biz
Author, “The Network Is Your Customer”
Faculty Director, Digital Marketing Strategy
Columbia Business School Exec Ed

3. Walmart Weather Hail
Aisle undergro damage
und + app?

6. Customer
Business Partner
Disruptor Challenger
Influencer
6

7. data

9. Social data

10. Mobile data
Mobile phones

11. “Internet of Things” data
Jet engine / cow?

12. Storage & processing power
Einiac

13. Cloud computing
Cloud + Siri

14. New analytic tools
Cat video

15. New analytic tools
Cat video

16. data = insights

17. Image of person
buying online

18. <Brand>Honda</Brand>
<Model>Honda Accord</Model>
<Brand>Toyota </Brand>
<Model>Toyota Camry</Model>
<Term>Sedans</Term>
Honda Accords and Toyota Camrys <Term>Best</Term>
are nice sedans, but hardly the best
car on the road (for many people). <Term>Competent</Term>
It's just that they are very
compentant in their price range. <Term>Price</Term>
So, a love fest of the best selling
may not tell you what is "best". <Term>Love</Term>
<Term>Best selling</Term>
<Term>Best</Term>

19. Cadillac

20. Questions to answer
Who should I market to?
Which are my most valuable customers?
How should I personalize my offer?
When and where should I spend my budget?
What impact did I get from my marketing?

21. data = innovation

24. 24

25. data = asset

26. Obama for
America?
Voter data?

28. Media companies?
data
market

29. Data
Data Data
Data Data
Data

30. data =
insight
innovation
asset

31. ? “Watson with
doctors”?

32. Thank you!
contact@davidrogers.biz
Email me for:
• Related research
“Marketing ROI in
the Era of Big Data”