BIG DATA FOR MARKETING

Christopher S. Penn, Vice President, Marketing Technology

WHO ARE THESE PEOPLE?

WHO?

Prashant Kaw@prashantkaw

Raj Vysetty@rvysetty

Christopher Penn@cspenn

WHAT IS BIG DATA?

DEFINITIONS

“Any data you do not have a story for. Also, data that does not fit on an Excel spreadsheet.”- Tom Webster, VP Strategy, Edison Research

EVOLUTION

1960: Data Warehouse

1990: Process Mining

1989: Business Intelligence

1974: Decision Support Systems

2003: Business Analytics

1993: OLAP/OLTP

2005: Big Data

EXABYTE

One BILLION Gigabytes (or more)

PERSPECTIVE

1 Exabyte = 13,333 Netflix

Repositories of 75,000 movies

TWO CONSTANTS

How do we store all this stuff?

What does this stuff tell us?

3 REASONS DATA-DRIVEN MARKETING FAILS

Sometimes, we ask for big data but what we’re really asking for is his

sister, better math.

Not many of us are dealing in exabytes right now.

3 REASONS DATA-DRIVEN MARKETING FAILS

3 REASONS DATA-DRIVEN MARKETING FAILS

Asking bad questions of good

data.Most of the time, bad answers come from bad questions. The data is usually pretty good.

3 REASONS DATA-DRIVEN MARKETING FAILS

1: “LET’S GO DIGGING!”

3 REASONS DATA-DRIVEN MARKETING FAILS

2: WRONG FOCUS

3 REASONS DATA-DRIVEN MARKETING FAILS

3: ASSUMING WHAT = WHY

LET’S TALK ABOUT IT

How do we store all this stuff?

What does this stuff tell us?

Prashant Kaw@prashantkaw

Raj Vysetty@rvysetty

Christopher Penn@cspenn

THANK YOU!Q&A