WHAT IS BIG DATA? AND HOW IT APPLIED IN MODERN MARKETING

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Marketing Tecnología

BIG DATA – ЧТО ЭТО?
И КАК BIG DATA
ПРИМЕНЯЕТСЯ В
СОВРЕМЕННОМ
МАРКЕТИНГЕ
АНДЖЕЙ АРШАВСКИЙ
CEO, DSL
20 ОКТЯБРЯ 2013

USUAL
DATA

BIG
DATA

“Conven3onal

business
processes”

“Innova3ons”

• 
• 
• 
• 

Clear
goal

Clear
how
to
use

Clear
format

Structured
format

• 
• 
• 
• 
• 

Unclear
purpose

Unclear
how
to
use
it

Unclear
format

Unstructured
format

Unstructured
format

BIG
DATA
=

TECHNOLOGIES
+
SPECIALISTS

Technologies
which
capable
to

work
with
data
within
consistent

:me
frames
using
distributed

environments
or
cloud
based

services
(mostly
NoSQL,
Cloud)

Technical
specialists,
capable
to

understand
business
goals
and

improve
business
processes
using

analy:cs
of
diverse,
distributed

and

large
data
volumes
using
both

SQL
and
NoSQL
tools

Data
Scien:st

Skills

•  Domain
knowledge
(i.e.
Industry
speciﬁc
processes
where

analy:c
are
applied)

•  Commercial
acumen/
Strategic

•  Customer-‐centric

•  Problem-‐solving
skills

•  Communica:on
skills
(story-‐telling)

•  Curiosity
(willingness
to
challenge
the
status
quo)

•  Technology
/
data

•  Analy:cal
skill-‐set

•  Mathema:cs
/
sta:s:cs
(including
experimental
design)

BIG
DATA
&
MARKETING

Passive
stage

Trigger

PURCHASE

Ac:ve
Stage

BUSINES
CASE:

BIG
DATA
&MARKETING

• 
• 
• 
• 

The
majority
of
online
users
are
now
cross-‐plaaorm

They
are
spending
more
:me
with
digital
content
across
mul:ple
devices

Engagement
with
content
varies
by
plaaorm
:me
of
day

Key
audiences
engage
with
content
diﬀerently
across
PC,
Smartphones
and
Tablets

We
can
foresee
now
the
Revolu:on
of
new
technologies,
which
capable
to
track

consumer
behavior
across
all
marke:ng
touchpoints
(cros-‐device,
cross-‐chanel)
and

provide
marketers
with
insights
to
op:mize
campaigns
business
success.

Адрес:
Москва, м. Аэропорт,
Чапаевский пер., д. 14, 3 подъезд

Контакты:
www.digsolab.ru
support@digsolab.com
+ 7 499 213 00 14

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WHAT IS BIG DATA? AND HOW IT APPLIED IN MODERN MARKETING

1. BIG DATA – ЧТО ЭТО? И КАК BIG DATA ПРИМЕНЯЕТСЯ В СОВРЕМЕННОМ МАРКЕТИНГЕ АНДЖЕЙ АРШАВСКИЙ CEO, DSL 20 ОКТЯБРЯ 2013

2. WHAT IS BIG DATA ?

6. ? ? ?

7. USUAL DATA BIG DATA “Conven3onal business processes” “Innova3ons” •  •  •  •  Clear goal Clear how to use Clear format Structured format •  •  •  •  •  Unclear purpose Unclear how to use it Unclear format Unstructured format Unstructured format

8. BIG DATA = TECHNOLOGIES + SPECIALISTS Technologies which capable to work with data within consistent :me frames using distributed environments or cloud based services (mostly NoSQL, Cloud) Technical specialists, capable to understand business goals and improve business processes using analy:cs of diverse, distributed and large data volumes using both SQL and NoSQL tools

9. Data Scien:st Skills •  Domain knowledge (i.e. Industry speciﬁc processes where analy:c are applied) •  Commercial acumen/ Strategic •  Customer-‐centric •  Problem-‐solving skills •  Communica:on skills (story-‐telling) •  Curiosity (willingness to challenge the status quo) •  Technology / data •  Analy:cal skill-‐set •  Mathema:cs / sta:s:cs (including experimental design)

10.

11.

12. BIG DATA В ПОВСЕДНЕВНОМ БИЗНЕСЕ

13.

14.

15.

16.

17. BIG DATA & MARKETING Passive stage Trigger PURCHASE Ac:ve Stage

18. BUSINES CASE: BIG DATA &MARKETING •  •  •  •  The majority of online users are now cross-‐plaaorm They are spending more :me with digital content across mul:ple devices Engagement with content varies by plaaorm :me of day Key audiences engage with content diﬀerently across PC, Smartphones and Tablets We can foresee now the Revolu:on of new technologies, which capable to track consumer behavior across all marke:ng touchpoints (cros-‐device, cross-‐chanel) and provide marketers with insights to op:mize campaigns business success.

19.

20.

21. Real Time Bidding systems

22.

23. Адрес: Москва, м. Аэропорт, Чапаевский пер., д. 14, 3 подъезд Контакты: www.digsolab.ru support@digsolab.com + 7 499 213 00 14

WHAT IS BIG DATA? AND HOW IT APPLIED IN MODERN MARKETING

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