This is a presentation about BIG DATA in Marketing. And How Marketing will change and has to change when BIG DATA is applied.

1. BIG DATA

2. BIG DATAin Relation to Marketing
WHO AM I
Juergen Hoebarth
upper Austria / Vienna / Hong Kong
worked for / with / in agencies
Startups / Marketing
Cofounder of RealLifeConnect

3. BIG DATAWHERE ARE WE NOW
THE AGE OF THE
INFORMED CONSUMER

4. BIG DATAWHERE ARE WE NOW
THE DEVICE REVOLUTION

5. BIG DATAWHERE ARE WE NOW
FRAGMENTED MEDIA

6. BIG DATAWHERE ARE WE NOW
THE NEW CURRENCY
IN MARKETING

7. BIG DATAIN MARKETING
If we talk about marketing we think about

8. BIG DATAIN MARKETING
and not about this

9. BIG DATAIN MARKETING
BUT BE AWARE
BIG DATA IS
MARKETERS BEST
FRIEND

10. thethe
rightright
messagemessage
BIG DATAIN MARKETING
to theto the
rightright
personperson
at theat the
rightright
timetime
for thefor the
rightright
priceprice

11. BIG DATAIN MARKETING
APPLY SCIENCE TO MARKETING
COMMUNICATIONS IN ORDER TO BETTER
UNDERSTAND THE TARGET AUDIENCE

12. BIG DATAWHAT IS BIG DATA
BIG DATA DESCRIBES THE EVER INCREASING
AMOUNT OF RAW DATA AND INFORMATION
GENERATED BY DIGITAL NETWORKS, SENSORS
AND DATA CAPTURING TECHNOLOGY

13. BIG DATAin Relation to Marketing
• Facebook
• Google
• Twitter
• Youtube
• Cellphone networks
DIGITAL NETWORKS

14. BIG DATA
SENSORS
• Mobile phone
• Sleep tracker
• GPS
• Pulse sensor
in Relation to Marketing

15. BIG DATA
DATA CAPTURING TECHNOLOGY
• Online survey
• Google Analytics
• Kissmetrics
• Luckyorange
in Relation to Marketing

16. BIG DATA
what do companies do with data already?
AS A CONSUMER YOU GENERATE DATA

17. BIG DATA
BIG DATA ON ASMALL SCALE
AS A CONSUMER

18. BIG DATAAS A CONSUMER

19. BIG DATA
THINGS CHANGE
AS A MARKETER IF YOU USE BIG DATA

20. BIG DATA
Qualitative Research
The Big Idea
The Creative Campaign
Campaign Planning
Channel Planning
Eye Balls
Believe
A/B & Multi
Hyp
The Minimal Via
Validatio
Scenari
User
Unde
TRADITIONTRADITION
ALAL NEWNEW
FOR MARKETERS

21. BIG DATAFOR MARKETERS
BIG DATA IN MARKETING IS MORE ABOUT THE
CUSTOMER THAN ABOUT THE PRODUCT

22. BIG DATANOW AND THEN
NOWNOW THENTHEN
DRINK THIS AND YOU WILL FEEL GOOD
FIND CUSTOMERS WHO ARE HIGHLY ACTIVE
IN SPORTS, ADRESS THEM WITH THE RIGHT
MESSAGE ABOUT THE NEEDS THEY HAVE

23. BIG DATANOW AND THEN
NOWNOW THENTHEN
MAKE A CAMPAIGN, THE STRATEGY, THE AD FORMAT AND
THAN RUN THE CAMPAIGN
Make - Listen - Iterate - Listen - Iterate

24. BIG DATANOW AND THEN
NOWNOW THENTHEN
WE MEASURE CLICK RATES ON BANNERS Multiple banners and test out what works where and when

25. BIG DATA
IT GIVES YOU AN ADVANTAGE
You measure all things and
adjust in realtime
NOW AND THEN

26. BIG DATA
CAMPAIGNS ARE DEAD
THE NEW RULE
IS A CONTINUOUS Dialogue
NOW AND THEN

27. BIG DATA
So that you get the best creative ideabacked by data about who your existingand potential customer is and how toreach him
NOW AND THEN

28. BIG DATANOW AND THEN
NOWNOW THENTHEN
BRAND AWARENESS KPIs “HARD NUMBERS”
ROI

29. BIG DATA
BIG DATA IN MARKETING IS NOT
ABOUT BIG QUANTITATIVE
NUMERS
IT’S ABOUT MEANINGFUL
QUALITATIVE NUMBERS
FOR MARKETERS

30. BIG DATA
- MORE VISITORS DOES NOT EQUAL MORE SALES
IT’S THE QUALITY THAT IS MEANINGFUL
- MORE REACH THROUGH ADS DOES NOT EQUAL MORE BRAND AWARENESS
IT’S ABOUT THE PEOPLE YOU REACH
FOR MARKETERS

31. BIG DATA
PROACTIVE
- searching keyword
- retargeting
converting existing demand
on the market
ACTIVE
- build custom audiences
- find high value new customers
stimulating new demand, branding
future demand
FOR MARKETERS

32. BIG DATAEXAMPLES
WHAT CAN BE DONE WITH THE DATA COLLECTED?

33. BIG DATAEXAMPLES
WHERE DID THEY GET THE INFORMATION?

34. BIG DATAEXAMPLES
YOU SEARCH FOR A NEW FLAT
FOR WHICH BRAND COULD THIS INFO BE RELEVANT ?

35. BIG DATA
SOME FUN GAMES
WITH BIG DATA
THANKS TO GOOGLE
GOOGLE TRENDS

36. BIG DATAGOOGLE TRENDS

37. BIG DATAGOOGLE TRENDS
Weisswurst / Bockwurst / Thüringer
Berlin / Bockwurst Munich / Weisswurst Thüring / Thüringer

38. BIG DATA
Gösser / Wieselburger / Stiegl / Ottakringer / Zipfer / Desperados
HOW RETAILER CAN USE DATA
1 2 3
4 5 6

39. BIG DATA
BUT NEVER FORGET ALL THE DATA YOU
COLLECT IS
WORTHLESS IF YOU DO NOT LINK UP
DIFFERENT SOURCES

40. BIG DATAHEAVEN FOR A “BIG DATA MARKETER”
BE AWARE IF YOU USE BIG DATA IN MARKETING
THE CAMPAIGN PROCESS HAS TO CHANGE AS WELL
Make - Listen - Iterate - Listen - Iterate.....

41. THANKTHANK
YOUYOU