Non-technical description of the role that Big Data can play in interactive marketing. Examples given for retail and utility industries and a brief description of customer sentiment. There is also audience participation that shows automated response to a Twitter posting.

1. Big Data in Marketing
April 2013

2. tip-off

3. INTRODUCTION
• Doug Denton
• Level Seven
• Interactive marketing for 6 years
• eCommerce brought me to marketing
• Technical education and background
• Practice Lead – Big Data
NOW YOU KNOW WHERE I AM COMING FROM

4. AGENDA
• Define Big Data
• Open vs closed loop in social media marketing
• Demonstrate simple example of closing the loop
• Consider a couple of example cases
• Look at the technologies that enable the capabilities
• Talk about smart ways to move forward
B2B & B2C UTILIZE THE SAME PRINCIPALS

5. BIG DATA
• Data that IT historically ignores
• Too fast, too different, too much to handle
• Represents 80% of all data
• Revolutionary tools now available
• Very different approach to data processing
• Very different way of thinking about data
• A VERY BIG DEAL
YOU WERE BLIND, BUT NOW YOU SEE

6. THE OPEN LOOP
• Social media campaign
• Participants are engaged and are spreading the word
• Building good “buzz” – message is viral
• Conversion rate is low
• Typical “brand building” scenario
LOTS OF BANG, NOT SO MUCH BANK

7. CLOSING THE LOOP
• Allow the viral nature continue
• Identify active (and positive) participants
• Engage and reward desired behavior (1 to 1)
• Drive a second wave of buzz using response to reward
• “Constructive interference” gives buzz a double-peak
• Reward has conversion with measurable value
MAKE THE INTERACTION PERSONAL

8. the mechanics

9. MAKE THE CONNECTIONS
• Monitor social channels for mentions of campaign,
products, and brand
• Confirm positive sentiment
• Reward individuals for their participation in real time
• Track and measure conversion
IMMEDIATE POSITIVE REINFORCEMENT

10. NOW YOU TRY IT!
• Step 1: In Twitter, follow @L7BigData
• Step 2: Tweet using hashtag #L7Rocks
• Options to engage you:
• Direct message to your account
• Tweet @you
• Retweet you
• Favorite your tweet
• Advertise to you (promote tweets)
THAT IS HOW IT WORKS

11. WHAT JUST HAPPENED?
• Custom application monitoring Twitter for #L7Rocks
• You Tweeted and were detected via direct Twitter API
• @L7BigData favorited your tweet
• You following @L7BigData -> Direct Message response
• Otherwise Tweet @you
• The exchange is logged for future use
THAT IS HOW IT WORKS

12. Oreo Super Bowl win

13. OREO AT THE SUPER BOWL
• “Whisper Fight” commercial ran during first half
• 55,000 tweets in 10 minutes (110/second)
• 20,000 Instagram followers in 2 minutes
• Cost: $$$ millions $$$
• Traditional advertising was a success
THEN THE LIGHTS WENT OUT!

14. PREPARATION WAS KEY
• Oreo brand team is social media sophisticated
• Creative, technical, management all in a war room
• Ready to respond to an opportunity to amplify impact
• Ready to compete (Audi, Tide, Walgreens, et al)
• Within minutes: “Power out? No problem. You can still
dunk in the dark.”
FORTUNE FAVORS THE PREPARED MIND – LOUIS PASTEUR

15. DUNKING IN THE DARK
• 15,000 Twitter retweets
• 8,000 Twitter follows
• 6,200 Twitter favorites
• 5,500 Facebook shares
• 19,000 Facebook likes
• 14,000 Instagram follows
MULTIPLIED VALUE OF ADVERTISING INVESTMENT

16. WHAT WAS MISSING?
• Engaging directly with the participants in real time
• Highlighting involvement of participants (retweets, likes)
• Collecting participants for future campaigns
• One-to-one incentives to monetize the buzz
BIG DATA IN MOTION & SOCIAL MEDIA FEEDS

17. customer service

18. REGIONAL UTILITIES
• Monitor for mentions of problems like service outages
• Limit social media feeds to geography of interest
• Analyze message sentiment
• Select appropriate response
• Engage in a conversation
PERSONAL ATTENTION WINS CUSTOMER LOYALTY

19. UTILITY EXAMPLE
• Power goes out in Mentor
• Wife (Barb) calls me at office in Independence
• I tweet to see what others are saying about a power
outage in Mentor
• Barb posts about the outage in Facebook
• I Twitter search for #power #outage #firstenergy
CLEAR CONCERN ABOUT FIRST ENERGY SERVICE

20. UTILITY EXAMPLE (2)
• Twitter Ad from First Energy shows up at the top of my
search results
• Lots of tweets about the outage are in my search
results (but none from First Energy)
• I get a Direct Message from First Energy with a link to
report or get information regarding an outage
• I click the link
FIRST ENERGY FOUND ME IN THE CHANNEL OF CHOICE

21. UTILITY EXAMPLE (3)
• Link takes me to a website where
• I see a dashboard of reported outages
• I can login using Google, Facebook or Twitter credentials
• I can register for updates regarding future outages
• I can download a mobile application for FE customers
• I see that Barb just registered against our account, too
FULLY CONNECTED

22. customer sentiment

23. WHAT IS IT?
• Identify and extract subjective information
• Text analytics, natural language processing,
computational linguistics
• Determine the attitude of the writer
• Classify the polarity of the text (pos, neg, neutral)
HUMANS DISAGREE 21% OF THE TIME!

24. HOW DO I DO IT?
• Mine message boards and social media networks
• Find mentions of brand, products, campaigns
• Determine positive, negative, neutral attitudes
• Compare to competition, historical trends
BIG DATA MAKES THIS POSSIBLE

25. WHAT CAN IT TELL ME?
BRAND HEALTH, BRAND DIFFERENTIATION

26. making it work

27. GETTING THE DATA
• Social media channels – direct connections (APIs)
• Social media channels – GNIP (www.gnip.com)
• Blogs and boards – Boardreader
(www.boardreader.com)
MASSIVE AMOUNTS OF DATA, CAN BE REAL-TIME

28. PROCESSING THE DATA
• Massive amounts of loosely-structured data
• Big Data tools (Hadoop, Map-Reduce, Hive, JACL, etc)
• Enterprise tools (IBM BigInsights)
• BI tools (Cognos, SAS, SPSS)
• Massive amounts of data in motion
• IBM Streams
• StreamSQL
BIG DATA MAKES THIS POSSIBLE

29. closing thoughts

30. MOVING FORWARD
• Tools are ready for market
• Now is the time to take initial steps
• Proofs of concept, prototypes
• Quick wins
• Gain understanding
• Define your strategy
• Create a roadmap for adoption
TOOLS ARE READY – NEED TO UNDERSTAND THE VALUE

31. questions?

32. thank you