How Can Big Data be Made More Accessible for Marketers?

14 November 2012, EBG

Michael Chrisment

Manager Digital & CRM EU Region

Mondelēz International

@mchrisment

Route #1 The extensive view

2

3

4

Route #2 The marketer friendly view

5

6

7

Welcome to

Pinterest generation

8

9

Conclusion

• The current Datavisualisation available in the Big Data/Customer Intelligence tools is in fact still far from being marketer-friendly.

• Before, Communication was limited in time / space / target / message. Therefore its reporting could happen at a given time, after the peak, with limited dimensions of analysis, therefore accessible.

• Now, Communication is relational, multi-touchpoints, ecosystem-like, always-on, generating Big Data. It becomes intangible: the screenshot of a web page/ cannot represent it anymore. The reporting dashboard becomes the most tangible representation/deliverables of a communication system, versus the creative execution.

• When directed to marketers the dashboard have to be treated as a communication vehicle, and we should not neglect this requirement.

10

Thank you.

11

How Can Big Data be Made More Accessible for Marketers?

14 November 2012

Michael Chrisment

Manager Digital & CRM EU Region

Mondelēz International

@mchrisment