John Carney, OpenJaw : How Marketers Can Harness The Power Of Big Data at DMX Dublin 2019

1. John Carney
Chief Data Scientist, OpenJaw Technologies
How Marketers Can Harness the Power of Big Data

2. What are the 5 Big Data trends that really
matter to marketers in 2019?

3. #1. The ‘personalisation gap’ starts to
narrow

6. #2. Data privacy concerns persist

8. #3. Online and offline customer data come
together

9. “As Amazon combines its Prime service and Whole Foods shopping
experience, it’s getting even more insight into how the same person
shops on and offline … this combination threatens to be particularly
powerful.”

10. #4. Geolocation marketing and analytics
continues to grow in importance

11. Van Leeuwen customers in New
York with the PayPal app are
messaged offers when they are in
proximity to a store

12. #5. Customer lifetime value modelling
continues to grow in importance

14. How to build a Big Data platform for
customer centric marketing?

15. You need 5 things…

16. #1. Customer Data
Online Intent
(Big Data)
Psychographi
c
(Big Data)
Customer
Transactions
Loyalty
Profiles

17. #2. Identity Resolution

18. #3. Big Data Warehouse

19. Does she normally
travel for business
or leisure with us?
What level of
discount should I
give her?
Which flight ancillary
bundle should I offer
her?
#4. Data Science

20. #5. Data Distribution

21. A roadmap to data maturity
MonetizationOpportunity
Difficulty
Descriptive
Analytics
Predictive
Analytics
Prescriptive
Analytics
What
happened?
What
will happen?
How can we
make it happen?
Original Source: Gartner Analytics Framework

22. MonetizationOpportunity
Difficulty
Descriptive
Analytics
Predictive
Analytics
Prescriptive
Analytics
What
happened?
What
will happen?
How can we
make it happen?
Original Source: Gartner Analytics Framework
#1. Customer Data
#2. Identity Resolution
#3. Big Data Warehouse
#4. Data Science
#5. Data Distribution / API’s
Where do the ‘5 things’ sit?

23. The ‘secret sauce’ of Big Data

24. “Big Data is not about the
Data”
Gary King, Harvard University

25. Does she normally
travel for business
or leisure with us?
What level of
discount should I
give her?
Which flight ancillary
bundle should I offer
her?
#4. Data Science
Clustering Lifetime Value Propensity

26. Clustering

27. Customer Lifetime Value

28. Propensity

29. How can these insights transform your
marketing strategy?

30. Increased conversion rates
More effective marketing
Increased revenue per transaction
Improved re-purchase rates
Increased satisfaction, loyalty and advocacy
Source: Boston Consulting Group

32. Thank you