Big data, big deal, Acxiom

© 2013 Acxiom Corporation. All Rights Reserved. © 2013 Acxiom Corporation. All Rights Reserved.

Matt HollingsworthManaging Account Director

BIG DATA, BIG DEAL

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5 exabytes of data were created

between the dawn of civilisation and 2003 – that much information now becomes

available every two days

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Every Minute (July 2012)

• 48 hours – YouTube• 684,478 – Facebook shares• 571 – New websites• 100,000 – tweets• 3,600 – new instagram

photos

• Today ???

Source: www.domo.com

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Volume

Velocity

Variability

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Focused &peripheral vision

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Why should we care?

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STEP 1: Put the Consumer FirstAgree the consumer-related business problems you’re trying to address with Big Data

Deliverable: “Project Brief” – describe key issues and impact

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STEP 2: Define the starting line

Audit the data you have & identify the data you need

Deliverable: comprehensive list of raw materials and gaps

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STEP 3: Create Plan A

Plan to test & invest in proportion to the strength of your analysis and findings

Deliverable: Vision of how Big Data can work for you & your organisation

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STEP 4: Test Big Data Deploy a proof of

concept to test & learn

Deliverable: Solid body of evidence to support your business case

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STEP 5: Emulate Human VisionCreate a roadmap to operationalise proven approaches; identify& test new ones

Deliverable: strategic & tactical plan

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Results

International Credit CardReduction in Direct Mail costs by 10% and increase in Customer Acquisition by 20%

Frequent Flyer ProgrammeDouble digit growth driven from enhanced Consumer Analytics

Results

Frequent Flyer ProgrammeDouble digit growth driven from enhanced Consumer Analytics

International BankCalculation of the most cost-effective media channels for specific target audiences; media mix optimisation by 15%

International Credit CardReduction in Direct Mail costs by 10% and increase in Customer Acquisition by 20%

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The case of theGrease-Clogged Sewers

NYC Cas

e Stu

dy

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Case

Study

to fo

llow

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Big Data is real & represents both an opportunity & a threat.

© 2013 Acxiom Corporation. All Rights Reserved. © 2013 Acxiom Corporation. All Rights Reserved.

Any questions?

Thank you!