Conferencia MercadExpo14 UNIBE Big Data = Big Marketing

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Conferencia/
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Big Data = Big Marketing
¿Por qué el big data esta transformando el marketing y los negocios?
MercadExpo 2014 - let’s talk digital … marketing 3.0, big data, analytics & social intelligence
Santo Domingo, 19 noviembre 2014
Rafael Igual
CEO & Founder, D2I Institute | RE:THINK Lab | SocialBizFactory | Donna&Mobile
rafa@d2ipanama.co
(+507) 6563-7628
@rafaigual | rafaigual.com
pa.linkedin.com/in/rafaeligual
@rafaigual

@d2ipanama #red2ipty
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2 © 2014 rafaigual.com

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Big Data, Hype Technology?
Source: chart from Google Trends / Explore

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5 fuerzas de Michael Porter (customer centricity)
Source: October 10, 2013, “Competitive Strategy In The Age Of The Customer” Forrester report

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Estamos de lleno en la era del “prosumer & loyalty 3.0”
Source: October 10, 2013, “Competitive Strategy In The Age Of The Customer” Forrester report

© 2014 rafaigual.com
7 How much data? The internet in realtime – 11/19/2014 10:45AM http://pennystocks.la/internet-in-real-time/

Customer experience and marketing need to move in the
same direction.

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¿Qué es Big Data?
Volumen Velocidad Variedad Veracidad
Datos en Reposo
Deben procesarse
TB-EB
Datos en Movimiento
Datos en “streaming”,
no almacenados,
decision necesaria en
ms
Datos con múltiples
formatos
Estructurados, no
estructurados,
texto, multimedia
Datos ruidosos
Fiabilidad de los datos:
desfasados, incom-pletos,
conflictivos,
irónicos, equivocados,
vagos, erróneos
Grande
App Clásicas
Tiempo Real
M2M
No estructurados
Docs Corporativos
Calidad
Social Media

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4
instrumentado
interconectado
inteligente
Hasta
10.000x
más
volumen
Analítica Compleja
Hasta 10.000x
más rápido
Datos en
reposo
Mexcla (no)estructurados
Data Warehouse
traditional e Inteligencia
de Negocio
Data Scale
Volumen
Datos en
movimiento
año mes sem día hora min seg … ms
Hexa
Peta
Tera
Giga
Mega
Kilo
ocasionalmente frecuentemente tiempo real
Velocidad Tiempo esperado de decisión

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6
no tradicionales
Datos transaccionales
y de aplicación
Datos Máquina
(M2M)
Datos Sociales
• Volumen
• Estructurado
• Throughput
• Velocidad
• Semiestructurados
• Ingestión
• Variedad
• Altamente
desestructurados
• Veracidad
Contenido
Empresarial
• Variedad
• Altamente
desestructurados
• Volumen

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“It’s impossible to overstress
this: 80% of the work in any
data project is in cleaning the
data.”
“It’s not information overload.
It’s filter failure.” - Clay Shirky.
- DJ Patil, former LinkedIn Chief Scientist

13

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¿Para qué utilizar Big Data & Social Analytics?
Use Case Percentage over CMOs surveyed
Brand/reputation management 80%
Finding influencers/advocates 55%
Market research 50%
Campaign 45%
Crisis management 44%
Community management 26%
PR 25%
Customer services 21%
SEO 10%
Lead generation 8%
Other 4%
Source: Forrester report 2013

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“If you’ve got the
data, great, let’s
look at it, but if
we’re going on
opinion then let’s
go with mine.”
Marissa Mayer
CEO Yahoo

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Evolución del Social Marketing Analytics
Sentiment Author
Segmentation
Thematic Category
Analysis
Sentiment
Drivers
Volume &
Share
me my competition my category my real consumer

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CX+Social+Marketing: convergencia estratégica
Marketing
Social CX

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Social Data Insights: impacto cross-enterprise
Operations
& Distribution
Demand forecasting
Predictive analysis
Segmentation
Personalisation
Product
Development
Customer insights
Consumer insights
Review Data
Market Research
Sales &
Marketing
Social selling
Consumer insights
Marketing campaigns
Reputation management
Customer
Service
Social CRM
Social Customer Care
Social Intelligence
Social Loyalty
Business
Support
Social Support
Social recruitment
Employee issues
Open Innovation

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Retail examples

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http://youtu.be/vlnjXlm2sm0

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RTeotuarili semxa emxpalmeples

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30

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RFeotoadil eexxaammppllees

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News example

One day of Twitter (each white speck is one tweet)
36 http://gfycat.com/GlaringAmusingAmericanbittern#?speed=0.5

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Conversación sobre Venezuela en Twitter, Febrero 2014
https://srogers.cartodb.com/viz/303423dc-9f30-11e3-b420-0ed66c7bc7f3/public_map

Beyonce releases her new album online
38 https://srogers.cartodb.com/viz/337d9194-6458-11e3-85b5-e5e70547d141/public_map

39 https://www.mapbox.com/labs/twitter-gnip/brands/#5/37.996/-94.988

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Sports example

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http://cartodb.github.io/lisbon-2014/#/2/23.9/-6.7/0

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http://cartodb.com/v/worldcup/match/?TC=x&vis=30acae6a-0a51-11e4-8918-0e73339ffa50&h=t&t=Germany,B40903|Argentina,5CA2D1&m=7%2F13%2F2014%2016:00:00%20GMT,7%2F12%2F2014%2018:35:00GMT&g=147|#/2/-11.7/-8.6/0

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World Cup Sponsors: social media behaviours
tournament,
the most
selected by 50%
three countries
other biggest
Adidas (36%),
Budweiser (26%).
partners were
lowest levels
less globally
provider Yingli
Recognition Levels for World Cup
Sponsors at End of Tournament
When we analyze this at a sector-by-sector level, the power of sponsorship is patently clear: in each case, the World Cup partner tops
the list. 2IILFLDODVVRFLDWLRQZLWKWKHWRXUQDPHQWGRHVWKHUHIRUHKDYHDGLUHFWLPSDFWRQDXGLHQFHDZDUHQHVV
Recognition Levels for Sponsors vs Competitors, by Sector
Question: Which of the following brands is an official sponsor of the 2014 FIFA World-Cup Brazil? /// Source: GlobalWebIndex Real-Time Panel, July 2014/// Base:

¿Cómo enfrentarse al consumidor 3.0: social, mobile,
hyperlocal, wearable real-time con Big Data?
© 2014 Forrester Research, Inc. Reproduction Prohibited #forocapital 44

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Myths big data engage one-to-one marketing

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Chief Data Officer
Es un líder de negocio que crea y ejecuta datos y
estrategia de análisis Marketing
para generar valor en su negocio
Es responsible de definir, desarrollar e implantar la
estrategia y los métodos por los que la organización
adquiere, gestiona, analiza y gobierna sus datos.
También se hace cargo de identificar nuevas
Social CX
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Chief Data Officer
oportunidades de negocio mediante un uso creativo de
los datos corporativos
Fuente: IBM Institute for Business Value, “The New Hero of Big Data and Analytics, The Chief Data Officer”, June 2014

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Chief Data Officer
Marketing
Social CX
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Cinco maneras en las que los CDO
conducen crecimiento e innovación

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CLIENTES PERFILES SOCIALES
LISTENING PLATFORM
Marketing
ANALYTICS Social REPORTING/ALERTS CX
DASHBOARDS
Clustering
Text Mining
Predictive Analytics Models
SoLoMo
BBDD de
conversaciones en SM
normalizadas y
categorizadas.
¿Es cliente?
CLIENTES SOCIAL MEDIA
PROFILES
MONITORIZACIÓN
SOCIAL CRM CONVERSACIONES
BBDD clientes con sus
perfiles sociales FB/TW/…
Comentarios
Branding
Reputación
Informes
Alertas
Exportaciones datos
BACKBONE ANALÍTICO BASADO EN BIG DATA y CLOUD
SERVICIO DE INTELIGENCIA DE CLIENTE DIGITAL
Dashboards ejecutivos
Métricas y KPI’s
Best practices library
Y nos obliga a mezclar datos estáticos, con conversaciones

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Welcome to the Social Big Data Economy!
Fueling an Analytics Revolution
from
Transactions to
Interactions Customers
Marketing
Purchases #Social
Social CX
Engagement
Interests
Opinions
Profiles

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Thank you!
Gracias!
Obrigado!
Merci!
Grazie!
Arigatô!
Vielen Danke!
Terima Kasi!

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Si quedó con ganas, con gusto conversemos:
rafaigual.com | d2ipanama.co | socialbizfactory.com/rethink
rafa@d2ipanama.co
facebook.com/d2ipanama
@rafaigual
plus.google.com/+rafaeligual

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