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The basic idea behind the phrase 'Big

Data' is that everything we do is


increasingly leaving a digital trace (or
data), which we (and others) can use
and analyse.
Big Data therefore refers to our ability to
make use of the ever-increasing volumes
of data.

Photo and Video Image Data

The Internet of Things Data

Sensor Data

Conversation Data

Activity Data

From the dawn of


civilization until
2003, humankind
generated five
exabytes of data.
Now we produce five
exabytes every two
daysand the pace
is accelerating.
Eric Schmidt,
Executive Chairman, Google

Big Data is similar to small data, but bigger


but having data bigger it requires different
approaches:
Techniques, tools and architecture

with an aim to solve new problems


or old problems in a better way

4 Vs of Big Data

Why Big Data

Key enablers of appearance and growth of Big Data are


Increase of storage capacities
Increase of processing power
Availability of data
Every day we create 2.5 quintillion bytes of data; 90% of the data in the world
today has been created in the last two years alone

Big Data Analytics

Examining large amount of data

Appropriate information

Identification of hidden patterns, unknown correlations

Competitive advantage

Better business decisions: strategic and operational

Effective marketing, customer satisfaction, increased revenue

Big Data Analytics Technologies


NoSQL : non-relational or at least non-SQL database
solutions such as HBase (also a part of the Hadoop
ecosystem), Cassandra, MongoDB, Riak, CouchDB, and
many others.
Hadoop: It is an ecosystem of software packages,
including MapReduce, HDFS, and a whole host of other
software packages

How does Big Data & Analytics help


marketers to gain one single, reliable
vision of the customer?

Paradigm shifts enabled by big data


Leverage more of the data being captured

TRADITIONAL APPROACH

All available
information

Analyze small subsets


of Information

BIG DATA APPROACH

Analyzed
information

All available
information
analyzed

Analyze
all information

Paradigm shifts enabled by big data


Reduce effort required to leverage data

TRADITIONAL APPROACH

Small
amount of
carefully
organized
information

Carefully cleanse information


before any analysis

BIG DATA APPROACH

Large
amount of
messy
information

Analyze information as is,


cleanse as needed

Paradigm shifts enabled by big data

Data leads the wayand sometimes correlations are good enough


TRADITIONAL APPROACH

BIG DATA APPROACH

Hypothesis

Question

Data

Exploration

Answer

Data

Insight

Correlation

Start with hypothesis and


test against selected data

Explore all data and


identify correlations

Paradigm shifts enabled by big data


Leverage data as it is captured

TRADITIONAL APPROACH

BIG DATA APPROACH

Data

Analysis
Data

Repository

Analysis

Insight
Insight

Analyze data after its been processed


and landed in a warehouse or mart

Analyze data in motion as its


generated, in real-time

OK, so now what?

as data-driven marketers
1. Use analytics to improve core competitiveness
but understand that its a consumer requirement
2. Be more right, more often and let your
customers know it.

During

Uncover hidden patterns


and associations within consumer
data
to predict what they are likely to do
next
Review, measure and
After
apply the optimal offer, time and
channel that is best for each
individual prospect and customer

Manage Risk

1. Guard against poor-decision making


2. Protect against security and privacy risks
3. Get the risk-opportunity equation right
4. Keep your audience informed at all times

Access the right data

Apply
governance
policies

Comply with
regulations

How do leading marketers transform their


big data & analytics environment to
outperform in their industry?

Creating an Ecosystem of Insights & Loyalty


which in turn generates measureable relevance and
revenue
Data sources

Real-time analytics

Actionable insight

Linear &
Non-Linear

Cognitive

Image and video


Enterprise
content
Transaction and
application data

Information
ingestion and
operational
information

+
+

Decision
management

Exploration,
landing and
archive

Customer
experience
New business
models
Financial
performance

Data mart
mart
Data

Predictive analytics
and modeling

Social data
Third-party data

Enterprise
Enterprise
warehouse
warehouse

Enhanced
applications

Analytic
appliances
Analytic
appliances

Information governance
SYSTEMSSECURITYSTORAGE

Reporting, analysis,
content analytics

Risk
Operations
and fraud
IT economics

Discovery and
exploration

Sending the Value of Insights Downstream

Industry Leaders understand loyalty requires horsepower

1. Coupons.com gain accurate insight into marketing


campaigns and consumer preferences

2. Catalina Marketing make the most of every single


transaction at the clients POS

3. Coca-Cola build brand loyalty while enabling the


creation of campaigns tailored down to the persona

4. BestBuy create hyper-personalized marketing

campaigns and e-coupons, boosting customer loyalty

Real World Case Study: Coupons.com


unprecedented views into marketing performance, sales
and revenue

Situation:

The sheer volume of consumers, partners, sales channels,


coupons and products it offers leads Coupons.com to generate
and capture massive amounts of data. Data types include
consumer profiles, transactions, detailed coupon information
and account information for corporate customers.

Solution:

Integrate structured and unstructured data from multiple


internal and external sources, and run complex queries.
Provides corporate and account management analysis
dashboards and ad hoc query capabilities used by the account
management, corporate, client marketing and partner
marketing teams.

Benefits:

Generates analytic reports and queries up to 95 % faster, in


minutes instead of hours. Helps improve account management
and campaign measurement and supports intelligence-based
decision making for personalized campaigns.

Real World Case Study: Catalina Marketing


making the most of every single transaction at the
clients POS

Situation:

Catalina collects, stores and analyzes data to determine the


buying preferences of millions of households. They sell this
information to customers, such as grocery stores and
pharmacies, so they can better understand and serve their
consumers right at the POS.

Solution:

Catalina implemented big data and analytics hardware and


software to store large volumes of data, manage data growth
and perform data analysis on complex and large data sets at
extremely high speeds.

Benefits:

Catalina saw dramatic reductions in processing times enabling


them to add value in real time to the customer experience at
the point of sale and beyond.

Real World Case Study: Coca-Cola, Inc.


bringing loyalty programs from a few features to a full
experience

Situation:

Coca-Colas goals are to grow brand advocacy and increase


consumer engagement across its many brands, with a focus on
expanding its member base and turning more of its My Coke
Rewards members into engaged members.

Solution:

Build a sophisticated consumer database solution that tracks,


monitors, manages and analyzes virtually all demographic,
behavioral and interaction data of its 25 million loyalty program
members. Provide insight into how consumers feel toward the
companys brands and how best to build and inspire brand
devotion and social advocacy.

Benefits:

Drives goal of doubling loyalty program membership from 25M


to 50M members. Provides insight into how they interact and
feel about the brand. Helps determine which strategies are
necessary to build brand loyalty and create highly relevant
campaigns tailored down to the persona level.

Real World Case Study: Best Buy Stores


making loyalty interconnected, instrumented and
intelligent

Situation:

Marketers depended on an outdated system to run marketing


campaigns. Getting access to the data was difficult at best.
They needed to extract customer data subsets to develop
segmentation and other predictive models, and then use the
resulting models to score its overall customer database before
running campaigns.

Solution:

Create a multichannel view of each customers activity,


including orders, products, website visits, clickstream,
campaign response, social media activity and other metrics.
Deliver customer behavior segmentation and analytics
capabilities, as well as best practice reporting.

Benefits:

Increases data processing speeds by 450x, accelerating data


analysis and segmentation. Accelerates report generation
speeds by 90%+, from weeks to minutes, helping marketers
develop and execute campaigns faster.

THINK BIG
Start Small

Imagine it.

Realize it.

Trust it.

Build a culture
that infuses
analytics
everywhere

Invest ahead of
scale in a big
data & analytics
platform

Be proactive
about privacy,
security and
governance

Big data Platform providers