Veel Retailers hebben de data in huis maar weten niet hoe dit te analyseren, andere Retailers worstelen nog met het samenbrengen van de data . Toch zijn verschillende Retailers er wel in geslaagd om data te gebruiken en de concurrentie voor te blijven. Hoe hebben zij dat gedaan ? Wat kwamen zij tegen ? Wat hebben zij geleerd ? Een overzicht van succesvolle Internationale retailers die er in slaagden om de Big Data hype te verzilveren . De transformatie van gut feeling naar data driven is een boeiende reis, niet zonder hindernissen maar het resultaat telt.

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