Big Data presentation during the "Inspiration Day" by The Reference - Emakina

1. DATA
60 slides - 30 minutes

4. ENIAC
Electronic Numerical Integrator And Computer

5. DATA
DATA WAREHOUSE
BIG
CRM
BI

6. NOT
NEW
It’s still a car

7. Most important parts of a car
1.
2.
3.
4.
5.
Engine
Wheel
Brakes
Strearing wheel
Body & seating

8. BIG
7 billion
1 billion Facebook users
½ billion Twitter accounts
200 countries & 250
nationalities

9. SMALL
10 million
4.8 million fb users
100, 000
Average Belgian e-mail Database
Below 100,000 records

10. Big?

11. The way to nowhere

12. 75%
Of seniors say their company is
“data driven”

13. 65%
(Big) Data not part of the strategy

14. 56%
Organisational silo biggest barrier

15. 18%
Belgian organisations investigate
Big Data

16. Why?

17. Challenges

18. Organisation
silos

19. Technical debate

20. Tools
Technology
&
People
skills
&

21. BRING THE
LOVE BACK
In Marketing

22. Once…

23. Nobody
understands

24. “Simply possessing stores of data does not
automatically distribute your marketing
spend into the right channels and
generate an impressive ROI”
Jon Baron – CEO Tagman

25. 1
CONNECT

26. Courtesy Oracle

28. Own data
Shop data
3rd party data
Click behaviour websites
Click behaviour
newsletters
E-commerce data
Brochure pick-up
Upsell
Welcome back
Satisfaction survey
Booking satisfaction
Facebook data
Mobile data

29. Internal
ref.
Ticket
price
Millions of
records
External
ref.

31. More info = contact
Yourzine.nl
Cash
registry
Family
card
Personalised
catalogues

32. Data
warehouse
(selective
set)
Predictive
modelling
Pro-active
marketing

34. Perfection
Does not exist

35. TIME

36. PEOPLE

37. 2
SEGMENTATION

38. Socio demo

39. Socio demo
employment
Maritial status
gender
age
education
Social class

40. Simple
Filter

41. 20 – 25 year old
Female
Student
Single
University student
No children
Lower social class

42. Challenges

43. ?
Hobby
Interests
Pets
Living together
Still living at home
shopaholic

44. ?
Data connection
Mobile savy
E-commerce
Real-time mobile
use
Workplace vs living

45. COMPLEXITY
Degree of ROI
Real-time (social/mobile)
Behaviour criteria
Behaviour criteria
Lifestyle criteria
(Buying) history
Socio demo
Excel
access
TIME
SAP
Oracle / IBM

46. Confirmed behaviour
Unknown future behaviour
Courtesy Ignition one

48. Visualise it!

49. Visualise it!

50. Visualise it!

51. WTF!

52. Gamification of data

54. Recommendations

55. Act now!

56. We need
Mad men
Mad scientists

57. TEDx Flanders Thomas Cook Belgium
Social Marketing Forum
20 years experience
Consultant
Innovation & Marketing Projects
®Evolution
Founder
HANS SMELLINCKX
Multi-channel Marketing
Social Media
E-mail Marketing
CRM
Digital Marketing
Mobile Marketing
Blogger
Metrics, KPI’s & dashboarding
Branding & Reach
Twitter.com/hanssmellinckx
www.onlinemarketingmanager.be

58. Some of My References