Valtech - Big Data for Marketing Aurélie Hornoy, Digital Performance Lead, Valtech aurelie.hornoy@valtech.fr The benefits of data-driven marketing Event - Big Data : de l'analytics à la créativité ... Valtech - 29/11

1. Big Data for marketing!
29/11/2012

3. Big Data, the new Eldorado for marketing!

4. Big Data, An under-exploited opportunity!
75%
Of the CMOs believe that
this is an important topic
18% 11%
Consider investing in Big
Report to be using Big Data*
Data
Source : IDC, EMC juiy 2012
* What is the perception and what are initiatives in the field of Big Data?
160 French companies were interviewed

5. Big Data, a revolution for Marketing departments
“ With the data coming from social media now, it’s like running
24/7 focus groups
” Chief Marketing Officer at Kiddicare,
“
It’s all very well to have all your data in one place, but you need
to do something with it. We have hundreds of millions of rows of
”
data going back to 1998.
Martin Moll, Head of Marketing at Honda UK,
“ The question shouldn’t be about how you manage big data, but
how you are continuing to encourage imagination versus data.
”
Javier Diez-Aguirre, Ricoh’s Director of Corporate Communications

7. Big Data, capitalize on customer knowledge!
How to relieve What will be the
urban traffic next Gaga song?
congestion?
How does your
supermarket know
that you are
pregnant?

8. Big Data, benefits for a more creative Marketing!
Big DATA
Ciblage fin
Personnalisation
totale
Automatisation
des actions en
temps réel
Growth and
creativity
Analyse
Identification de
nouvelles
booster
prédictive en
opportunités
capitalisant sur
invisibles à l’œil
les données
nu

9. Big Data shape a new marketing model!
BEFORE! AFTER!
Ò Analysis of averages Ò Analysis of correlations
Ò Large segmentation Ò Accurate customization
Ò Standardized push Ò Scripted automation
Ò Declarative data Ò Data 360° (explicit/implicit)
Ò Traditional Marketing Ò Agile and reactive Marketing

10. Big Data versus Analytics : what are the differences?!
Formulate Define the
Analytics the need need Big Data
Structured Define KPI
Collect ALL the
data from different De-structured
canals
Data Data
Extrapolate to
Collect data explore / define
new indicators
Analyze, explore,
Integration correlate and
aggregate
Re-inject indicators
Analysis of to model and
relationships
visualize data flow

11. AureHor aurelie.hornoy@valtech.fr