Big data mktg

“Big Data” For Marketing

Follow me on Twitter @renee1williams
© www.successful-women-blog.com 2012
Strategies That Pay Off
Deep Consumer Data Analysis Is No Longer The Competitive Edge Of
Marketers With Big Budgets

www.successful-women-blog.com

Using Big Data Tools For Effective Strategy

• The technical definition of Big Data refers to pools of data
that grow so large that makes it challenging to work with.
Volumes of data that would almost cost too much time and
money for traditional technology to manipulate.
• As the new marketing buzz phrase Big Data refers to the
volumes of deep consumer data lying behind Facebook likes,
Foursquare check-ins, and collected by the Google browser
and searches.
• The phenomenal growth and popularity of social media not
only means growing marketing dollars flowing to social
platforms and app developers but also growing demand for
proof of performance and return on investment (ROI)


Using Big Data Tools For Effective Strategy
• Mega social media players like Facebook, Foursquare and

Google are increasingly providing easy access to user friendly,
do-it-yourself (DIY) data and analysis. This is fueled by
• Recognition of the synergy between their success and that of
their business customer
• Need to demonstrate justification for increasing share of
marketing expenditures
The good news is access to robust data for actionable and more
effective marketing decisions is no longer a competitive advantage
for the largest companies with the largest marketing teams and
budgets
To make a value case to existing business customers- and help
persuade potential new one - there’s a lot of robust data consumer
data available even before committing to a campaign

“Big Data” Facebook DIY Data Research
• Step 1
• Go to facebook.com/ads/manage/adscreator set up

a scenario for an ad campaign adjacent Old Navy’s
company page
• To the right note the page has a US audience of
158,025,620
• Step 2 Target a geographic location relevant to
your business
• Step 3 We select target age range of 18- 30 and
gender

Of the US audience of 158,025,620 we want to reach
women, age 18- 30 near zipcode 91104

• Note the definition of “Precise Interests.”
• By filling in the corresponding box our
audience can be further refined
• Here we choose to use “Broad
Categories” to target Family Status of
Expecting Parents
• In the right column definition of our

@renee1williams
© www.successful-women-
blog.com 2012
Follow me on Twitter
target audience updates accordingly

“Big Data” Foursquare Merchant Dashboard

• Among other data the

dashboard offers
• Total daily check-ins over
time
• Most recent visitors
• Gender breakdown
• Portion of check-ins that
broadcast to Twitter


• Using Old Navy
• As a company owner
or business location
manger we select our
company to get our
dashboard data

“Big Data” Foursquare Dashboard

• We see geographic map
of our business location
• We see our total check-
ins to the right
• And under “Tips” we see
comments related to this
location
• On this screen only 1 from
a consumer checking in
• There could be valuable
actionable marketing
intelligence
• A number of promotion
and upsell tips from Old
Navy intended to generate
upsells

“Big Data” Google Analytics

• Here you can see of all the online
marketing channels you used
which influenced your buyers
• Actual channel left column -
channel share on the right
• In this example the largest share
comes from direct efforts
followed by email

• Note there have been cautionary
observations that some Google
search data may point marketers
AWAY from the most accurate
action for an individual - instead
pushing or recommending ad or
ad placement based on most
popular in general instead of
what would be most accurate for
a particular individual

“Big Data” Google Analytics

• A company can could
actually see visit
volume to their
webpage, or
Facebook Page
• Whether traffic was
generated
• From a campaign
• Referral from another
site
• Email, etc.

“Big Data” For Marketing Strategies That Pay Off

• Wal-Mart was one of the early pioneers using Big Data to
develop predictive consumer analysis to identify, and set
strategy, based on customer preferences
• They did so on a regional basis
• They adjusted stock selections at locations accordingly
• Others noticed the success and increased ROI Wal-Mart had
and began to do the same
• As marketers the accessibility of Big Data makes it evident that
digging deeper into consumer analysis is the key to marketing
successes


• Deep consumer data analysis is no longer the competitive
edge of marketers with big budgets
• It is no longer optional
• With data so readily available you can be certain your
competitors will take advantage
• There are increasing pressures to use data analysis in order to
successfully compete
• Accessing and analyzing Big Data is the new essential
marketing tool for all marketers big and small
• To message in real-time
• To talk to consumers like you know them
• To generate upsell and real-time offers
• To understand customer psychographics


• SOURCES
• Google Analytics
• Foursquare.com/business/merchants
• Facebook.com/ads/manage/adscreator
• Techcrunch; Rise of Big Data, May 4, 2012
• Techcrunch; Apptegic Uses Big Data, May 22, 2012
• Don Vergano, USA Today, Science Snapshot, May 16, 2012
• en.wikipedia.org/wiki/Big_data

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