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Mad Data: How Marketing & Sales are Benefiting from Big Data Platforms
- 1. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
- 2. Mad Data: How Marketing & Sales are
Benefitting from Big Data Platforms
By Jeffrey Eisenberg
September 19, 2013
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
- 3. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 4. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
- 5. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 6. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 7. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 8. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 9. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 10. “
Big Data
Moneyball
Success
The most important single
thing is to focus
obsessively on the
customer. Our goal is to be
earth’s most customercentric company.
Jeff
Bezos
CEO & President of Amazon.com
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
- 11. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 12. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 13. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 14. Too hard for
humans to
process
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
- 15. Big data
=
Transactions + Interactions + Observations
Volume / Velocity / Variety
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
- 16. Big Data is Not Just Big
Big
Unstructured
Real-time
Velocity
Volume
Terabytes
Records
Transactions
Tables, Files
3 V’s of
Big Data
Batch
Near time
Real time
Streams
Structured
Unstructured
Semistructured
All of the above
Variety
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 17. One by one, Jeff Bezos
carefully assessed the
true advantages the
internet would give him,
and pushed them to their
boundaries.
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 18. Success secrets
Continuous Optimization
Corporate Agility
“
We take those funds that
might otherwise be used to
shout about our service, and
put those funds instead into
improving the service. That's
the philosophy we've taken
from the beginning.
If you do build a great
experience, customers tell
each other about that.
Word of mouth is very
powerful.
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 19. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 20. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 21. Reaction in Real Time
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 22. If the first CMO
challenge is
data deluge, the
first CIO plan
investment
2012 is BI and
analytics
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 23. Demand for deep
analytical talent in
the U.S. could be
50%-60% greater
than its projected
supply by 2018
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 24. Source: Drew Conway
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 25. Phase 1
Collect data
Phase 2
?
Phase 3
Insights!
Results!
Profit!
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
- 26. “
An organization's ability
to learn, and translate that
learning into action rapidly,
is the ultimate competitive
advantage.
Jack Welch
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 27. Analytics Journey
What happened?
Why it happened?
What will happen?
How can it happen?
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 28. 4 types of tools
Reporting
Insight
Predictive
Auto -magic
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
- 29. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 30. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 31. The punch line...
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 32. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 33. How Quill works
™
Receives Data
Imports internal and
external data
Creates Story
Delivers Insight
Uses complex AI algorithms
Builds a narrative structure
Extracts and organizes key facts
and insights
Structures to meet
audience goals
Transforms them into stories, at
scale
Delivers data-driven answers
to important questions
Provides advice and powerful
insight
Presents as a precise, clear
narrative
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
- 34. Chicken Sandwiches were
this week’s menu item
with average daily sales
of 136.7 units. Gross
margins on the item
declined 21% from the
previous week. This is the
second week in a row
that margins on Chicken
Sandwiches have fallen.
Bringing the store’s daily
sales of Chicken
Sandwiches up to the
same level as the co-op’s
would add about $566
more profit each month.
Over a year, that’s an
extra $6,828. The store
only needs to sell six
more units per day to
accomplish this.
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 35. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 36. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 37. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 38. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 39. You can’t solve this
problem manually.
Millions
in lost revenue
Hundreds
of ways to describe
them
7 out of 10
search queries are
long-tail*
627
possible long-tail queries
for iPhone 5 case
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
*Experian & SEO Moz, 2013
- 40. Consumer
interest:
1
2
Cooking steak
on a Staub grill
pan.
Result?
Not discovered
3
Photo of steak
but not in text.
Steak not on
the page.
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
- 42. Result? Page discovered!
Related searches
Bistro grill pans
Panini grill burner griddles
Panini pan press
Nonstick grill pans
Chicken panini press
La Plancha griddle panini
Delonghi Panini grill griddle
Le Creuset bistro round grill
pan
Le Staub grill press
Related
searches:
Le Staub Grill
within 1 hop
Related products
Le Creuset bistro round grill
Review:
My first grill pan. Used it the other day
indoors to grill steakd that had been
seasoned well. Steaks cooked very evenly.
When the steaks were done, I looked at he
heavily soiled pan and shook my head as...
View product
X
Close
Related products:
5 more contextual instances of
steak.
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
- 43. VOLUME
31% increase in natural search
traffic, one of the top three
fastest growing channels
SELECTION Generated 143,000+ new
pages
VITALITY
Over 50% of BloomSearchgenerated visits come from
thematic pages
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 44. Sales Rk
#2 of 20
Promo
Free Ship
Material
Leather
Model
Mini HL
Color
Brown
Bran
d
Louis Vuitton
Pric
e
$995
Style
Top
Handle
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 45. TARGETS
Beige Gucci bag
CLIENT DATA & STRATEGIES
LA
Intent Extraction
(NLP)
+
Offer Generation
(Machine Learning)
Semantic Ad Creation
The Perfect Message
For Every Customer
Shared Performance DB
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 46. Semantic
Understanding
Show Best Selling Colors Show # of Colors
Apply Dynamic
Ad Strategy
Louis Vuitton Handbags
(luxury brand name) (women’s fashion category)
Bagborroworsteal.com/Loui
(URL with brand name in it)
s-Vuitton
Stylish (luxury name brand) (item type) in (number of colors)
Stylish LV Handbags in 18 2)
like (best-selling color 1) and (best-selling color
Colors like Turquoise and
Red
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 47. Louis vuitton handbags
Handbag Louis Vuitton
www.amazon.com
Buy handbag louis vuitton at Amazon!
Qualified orders over $25 ship free
DataPop + BBOS = 3,000 Unique ads
Louis Vuitton Handbags
Bagborroworsteal.com/LouisVuitton
Stylish LV Handbags in 18
Colors like Turquoise and Red
Results:
2x
Conversion Rate
6%
Lower CPA
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
- 48. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
- 49. How does Runa help?
Provides a competitive edge against Amazon
Runa
Amazon
Perfect offer
Amazon dynamic pricing
Shipping
Perfect shipping
Amazon prime
Selection
Perfect bundle
Amazon frequently bought together
Payment
Pay with points
Amazon pay with Amex points
Price
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 50. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
- 51. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
- 53. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
- 54. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
- 55. The Money is
in the Data!
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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- 56. 7 Steps to Big Data Success
1
Don’t get caught up in the hype and jargon
2
Identify the questions and problems you need to solve
3
Map valuable data inside & outside your organization
4
Prepare your organization to see the new landscape
5
Share case studies of others successful uses
6
Look for updates around automation & “Black Box”
7
Always remain open to experimentation
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData