Marketing & Big Data - Are you future proofed?

MARKETING & BIG DATAARE YOU FUTURE PROOFED?

SHAWN MYERS VP MARKETING, STRONGMAIL

Proprietary and Confidential

“We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run.”

- Roy Amara (1925-2007)

Proprietary and Confidential

DATA IS BORING!Let’s start with a story…

The day, the minivan died…

Old “Reliable”

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So what do we get to replace it?

Unexpectedly thrust into a purchase decision

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AWD vs FWD

AWD

V8 vs V6

Three Rows of Seats

Low Step In Height

Sliding vs Regular Doors

BluetoothDVD

Sync

Navigation

Leather

Self-Parking

Radar Cruise Control

Towing Capability

Tow Package

Moonroof Roof Rack

Sunroof

Heated and Cooled Seats

Refrigerated Console

Alloy Wheels

Satellite Radio

Cup holder Count

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I DON’T HAVE TIME FOR THIS!

Quick! To the Interwebs!

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Visit The Ford Web Site

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The Mobile Experience

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Let’s see what our social network has to say…

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How else can Facebook weigh in?

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Badges? Do I need stinking badges? I guess so

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Sure. I’ll connect with you

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Search the Twitterverse

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We Tweet: @FordService finds us!

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Stopped by the store

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And got their emails

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I’m channel ignorant.

BUT I LEAVE BIG FOOTPRINT.

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Web• What model did I search for?• What features did I select when I

built one?• What color am I interested in?

Mobile• Where was I when I was looking?• When am I searching for more

information?• How far would I go to test drive?

Social• Who is influencing my decision?• How do I self identify?• What does my social graph say

about me?

Email• What messages did I open?• What links or offers did I interact

with?• What time of day did I open my

email?

Store• Did I pick up a brochure?• What is the timeframe of my

decision?• Am I thinking of financing or

trading in?

My Marketing Footprint

This is what we mean by “Big Data”

Data Across Time and Channel,

Implicit and Explicit Preferences

Problem: the data is typically siloed

How big is “Big Data”?

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So what’s the solution?

The right choice of infrastructureThe right choice of analyticsThe right choice of execution tools

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What Stands in your way?Siloed channels and business processesExpensive and limited storage capacitySystem performance limitationsCross-channel attribution conundrumData models which are inflexibleLack of integrated infrastructure and toolsDisparate data which is difficult to centralizeLack of talent or time to tackle the issues

There is Hope!

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InterContinental Hotels Group (IHG)

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Over 4,400 hotels across 100 countries

InterContinental Hotels Group (IHG)

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And over 180 million guest stays per year

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Which makes managing a single customer extremely complicated

InterContinental Hotels Group (IHG)

Understanding a single customer extremely complicated

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IHG’s main problems:

Aging Infrastructure

Narrowly Defined Audiences

Fragmented Infrastructure and Disconnected Communications

Manual vs. Automated processes

The Solution

• Make the data accessible»Integrated multi-channel

campaign management system (Unica) with StrongMail.

• Make the data actionable»Real-time, personalized offers

to customers based on behavioral and pre-defined business rules.

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The Results

• Consolidated email templates down to one with over 37,000 variations

• Subscriber engagement “through the roof” – 7X increase in CTR

• Email channel revenue up 16%

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Best practices…Right Infrastructure• Flexible and extensible – retain more data• Shared nothing architectures

Right Analytics• Target on deep profiles and real-time behavior• Use advanced algorithms to understand your

audience

Right Tools• Advanced Dashboards and Reporting• Drag and drop cross channel interaction design

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Quick Wins…Start with the easy data• Integrate web analytics and email behavior• Use dynamic targeting to personalize

Strategize about lifecycle value creation• Back in stock or special offer alerts• Cart abandonment triggers

Get more advanced over time• Prioritize channel data integration• Test and then test again

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Customers don’t see channels

The volume of data is staggering

Make technology choices which can:• Adapt to new data and touch points• Record ever increasing time horizons• Store exponentially growing data• React and interact in real-time

Take Aways…

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THANK YOU

Shawn Myers

Vice President, Marketing

@ShawnDMyers

@strongmail

smyers@strongmail.com