How Big Data transforms marketing

Jeremy Burton, EMC's chief marketing officer, points out that not only is the concept of "cloud computing", but also that the term "big data" has been given too much meaning by more or less hype. This is not to say that the term has not been properly defined. In fact, when you search for this term on Google, you can find more than 1.5 million related results in 0.27 seconds. Not surprisingly, and your search results also depend on the day of the search, whether EMC, IBM, Oracle, SAS, or not, have released countless definitions. For example, Wikipedia defines "big data" as a "long term application dataset, its size is beyond the common tool software, capture, management capabilities, and can withstand the running time processing data ..." There are three V to define it: volume, variety and speed. I know that some data experts are not surprised by the fact that the definition of large data is best defined by its characteristics and impact: A large number of new sources and low latency, the ability to create new platforms, new roles and new technologies.

Of course, there is no better way to get a clear definition of some use case scenarios.

Therefore, as Greenplum marketing vice President, I think it would be very interesting to take a look at the "marketing"-oriented enterprises. And at the same time find out what long-term big data means to them, and how big data changes their business. Luckily, I was able to get into Greenplum's customer database and get some interesting stories about the big data from three digital marketing media companies, the three digital marketing media companies are Havas Digital (Hawass digital media), Knotice and media Mind. In these big data analysis marketing departments for the world's Fortune 1000 companies, I've found a common theme: Big Data ultimately means better ROI on marketing investment.

What does big data mean for Hawass digital media? Katrin Riban, executive vice president of Hawass Digital media data platform, said:

"Once you get more consistent with your data warehouse and your business, you start to worry more about performance issues and the data becomes big data." Once you start obsessing about whether or not I can continue with my work today, even if my data grows by one times, three times times, five times times, 10 times times, then you have to start dealing with big data problems. ”

What drives Hawass digital media to start focusing on big data is that "we need to generalize about our customers ' marketing efforts and understand what our customers really expect from the marketing push they get from the marketplace." "Riban usually uses examples if you upload a video file, and search this video on Google." Which of these two marketing promotion ways can really help you find the product you need to find? Usually you choose the latter digital marketing, but obviously this is not true. You need advanced methods to be able to propagate to these videos.

Obviously, one of the main benefits of data analysis is that Hawass customers achieve higher ROI. Riban confirmed This example, is a tourist industry customers. "We have been able to increase the return on investment by 300% per cent, which is absolutely astonishing in the UK tourism industry because it is one of the most competitive industries to search around the world," she said. And using attributes, we have been able to pass more than 300% of the return on investment to achieve more than 27% of the sales performance. ”

When it comes to Roi, Knotice's strategy and analysis director Jeff Kelly points out that big data, especially as a real-time analytics engine, can optimize marketing campaigns and optimize content across all digital channels. Kelly said:

"For example, during the holidays, how much can our customers profit from the big data?" Imagine that mail piled up in Monday and black Friday, and all the super marketing emails swarmed. One of our clients has targeted direct display of information to their users, as well as their prospects. There is a special collection of these data information, they see compared to direct advertising 7 times times the conversion rate. ”

When I was at the Data Science Summit, I happened to sit at lunch next to Ronserig of media mind, and asked him how he viewed the big data. Simply put, "Big data for me is a dataset, and it's too big for businesses to be able to deal with traditional tools." "Web traffic data is doubling every year, and Media mind companies need to deal with these massive amounts of data and ideas that have never been involved before." For Serig, these ideas come from the user's access to different channels.

"Once you start contacting users through all channels, whether through a Web browser on your computer or a mobile phone, users can access ads through Google search or any other search engine." If you can record all the touch channels, you can start to understand the path of conversion and get a better ROI on the advertising campaign, which I think is one of the biggest advantages we can get. ”

More Data + real-time analysis + tailored marketing = higher ROI.

This is only in the digital marketing industry. When you start looking for other industries, there will be different large data formulas or definitions around the following cases:

• Retail industry: Customer ratings, store locations and layouts, supply chain optimization;

• Financial services: Algorithmic trading, risk analysis, fraud detection, portfolio analysis;

• Manufacturing: Product development, engineering analysis, process quality analysis, distribution analysis;

• Government departments: Market management, combating terrorism, econometrics, health informatics;

• Advertising and public relations: demand signals, advertising positioning, emotional analysis, access to customers;

• Health care and life sciences: drug Genomics, bioinformatics, drug research, clinical efficacy research;

And that's just the beginning.

(Responsible editor: The good of the Legacy)