Mad Data: How Marketing & Sales are Benefiting from Big Data Platforms

Mad Data: How Marketing & Sales are
Benefitting from Big Data Platforms
By Jeffrey Eisenberg
September 19, 2013




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“

Big Data
Moneyball
Success

The most important single
thing is to focus
obsessively on the
customer. Our goal is to be
earth’s most customercentric company.

Jeff
Bezos
CEO & President of Amazon.com




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1


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Too hard for
humans to
process



Big data
=
Transactions + Interactions + Observations
Volume / Velocity / Variety

Big Data is Not Just Big
Big
Unstructured
Real-time
Velocity

Volume
Terabytes
Records
Transactions
Tables, Files

3 V’s of
Big Data

Batch
Near time
Real time
Streams

Structured
Unstructured
Semistructured
All of the above

Variety

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One by one, Jeff Bezos
carefully assessed the
true advantages the
internet would give him,
and pushed them to their
boundaries.


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Success secrets
Continuous Optimization
Corporate Agility

“

We take those funds that
might otherwise be used to
shout about our service, and
put those funds instead into
improving the service. That's
the philosophy we've taken
from the beginning.
If you do build a great
experience, customers tell
each other about that.
Word of mouth is very
powerful.


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Reaction in Real Time


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If the first CMO
challenge is
data deluge, the
first CIO plan
investment
2012 is BI and
analytics

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Demand for deep
analytical talent in
the U.S. could be
50%-60% greater
than its projected
supply by 2018

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Source: Drew Conway

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Phase 1
Collect data

Phase 2
?

Phase 3
Insights!
Results!
Profit!


“

An organization's ability
to learn, and translate that
learning into action rapidly,
is the ultimate competitive
advantage.
Jack Welch


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Analytics Journey
What happened?
Why it happened?

What will happen?
How can it happen?


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4 types of tools
Reporting
Insight

Predictive
Auto -magic




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The punch line...



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How Quill works
™

Receives Data
Imports internal and
external data

Creates Story

Delivers Insight

Uses complex AI algorithms

Builds a narrative structure

Extracts and organizes key facts
and insights

Structures to meet
audience goals

Transforms them into stories, at
scale

Delivers data-driven answers
to important questions
Provides advice and powerful
insight

Presents as a precise, clear
narrative


Chicken Sandwiches were
this week’s menu item
with average daily sales
of 136.7 units. Gross
margins on the item
declined 21% from the
previous week. This is the
second week in a row
that margins on Chicken
Sandwiches have fallen.
Bringing the store’s daily
sales of Chicken
Sandwiches up to the
same level as the co-op’s
would add about $566
more profit each month.
Over a year, that’s an
extra $6,828. The store
only needs to sell six
more units per day to
accomplish this.


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You can’t solve this
problem manually.
Millions
in lost revenue

Hundreds
of ways to describe
them

7 out of 10
search queries are
long-tail*

627

possible long-tail queries
for iPhone 5 case

*Experian & SEO Moz, 2013

Consumer
interest:
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Cooking steak
on a Staub grill
pan.
Result?

Not discovered
3

Photo of steak
but not in text.
Steak not on
the page.

BloomReach.com
Analyze

Collect

Route to/adapt
existing page

Adapt

Create the
perfect page

Web
relevance
engine

Prioritize

Interpret


Result? Page discovered!
Related searches
Bistro grill pans
Panini grill burner griddles
Panini pan press
Nonstick grill pans
Chicken panini press
La Plancha griddle panini
Delonghi Panini grill griddle
Le Creuset bistro round grill
pan
Le Staub grill press

Related
searches:
Le Staub Grill
within 1 hop

Related products
Le Creuset bistro round grill
Review:
My first grill pan. Used it the other day
indoors to grill steakd that had been
seasoned well. Steaks cooked very evenly.
When the steaks were done, I looked at he
heavily soiled pan and shook my head as...
View product

X

Close

Related products:
5 more contextual instances of
steak.

VOLUME

31% increase in natural search
traffic, one of the top three
fastest growing channels

SELECTION Generated 143,000+ new

pages
VITALITY

Over 50% of BloomSearchgenerated visits come from
thematic pages

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Sales Rk

#2 of 20

Promo

Free Ship

Material

Leather

Model

Mini HL

Color

Brown

Bran
d

Louis Vuitton

Pric
e

$995

Style

Top
Handle


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TARGETS
Beige Gucci bag

CLIENT DATA & STRATEGIES
LA

Intent Extraction
(NLP)

+

Offer Generation
(Machine Learning)

Semantic Ad Creation
The Perfect Message
For Every Customer

Shared Performance DB

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Semantic
Understanding

Show Best Selling Colors Show # of Colors

Apply Dynamic
Ad Strategy

Louis Vuitton Handbags
(luxury brand name) (women’s fashion category)
Bagborroworsteal.com/Loui
(URL with brand name in it)
s-Vuitton
Stylish (luxury name brand) (item type) in (number of colors)
Stylish LV Handbags in 18 2)
like (best-selling color 1) and (best-selling color
Colors like Turquoise and
Red

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Louis vuitton handbags

Handbag Louis Vuitton
www.amazon.com
Buy handbag louis vuitton at Amazon!
Qualified orders over $25 ship free

DataPop + BBOS = 3,000 Unique ads
Louis Vuitton Handbags
Bagborroworsteal.com/LouisVuitton
Stylish LV Handbags in 18
Colors like Turquoise and Red

Results:

2x

Conversion Rate

6%
Lower CPA


How does Runa help?
Provides a competitive edge against Amazon
Runa

Amazon

Perfect offer

Amazon dynamic pricing

Shipping

Perfect shipping

Amazon prime

Selection

Perfect bundle

Amazon frequently bought together

Payment

Pay with points

Amazon pay with Amex points

Price


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FOLD


The Money is
in the Data!


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5

7 Steps to Big Data Success
1

Don’t get caught up in the hype and jargon

2

Identify the questions and problems you need to solve

3

Map valuable data inside & outside your organization

4

Prepare your organization to see the new landscape

5

Share case studies of others successful uses

6

Look for updates around automation & “Black Box”

7

Always remain open to experimentation

Thank You!
Jeffrey Eisenberg
www.UseTheData.com
bryan@bryaneisenberg.com
347-469-1090
Some images provided by Shutterstock


Mad Data: How Marketing & Sales are Benefiting from Big Data Platforms

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