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DATA
Big data presentation at Data Driven congres
ENIACElectronic Numerical Integrator And Computer
DATAWAREHOUSE
BIG
DATA
CRM
BI
NOT
NEW
It’s still a car
Most important parts of a car
1. Engine
2. Wheel
3. Brakes
4. Strearing wheel
5. Body & seating
BIG
7 billion
1 billion Facebook users
½ billion Twitter accounts
200 countries & 250
nationalities
SMALL
800 million
47 countries
27 in the EU
250 million fb users
SMALLER
Average Belgian e-mail Database
Below 100,000 records
10 million
4.8 million fb users
100, 000
Big?
The way to nowhere
75%
Of seniors say their company is
“data driven”
65%
(Big) Data not part of the strategy
56%
Organisational silo biggest barrier
18%
Belgian organisations investigate
Big Data
Why?
Challenges
Organisation
silos
Technical debate
People
skillsTools
Technology
BRING THE
LOVE BACK
In Marketing
Once…
Nobody
understands
“Simply possessing stores of data does not
automatically distribute your marketing
spend into the right channels and
generate an impressive ROI”
Jon Baron – CEO Tagman
CONNECT
1
Big data presentation at Data Driven congres
Own data
Shop data
3rd party data
Click behaviour websites
Click behaviour
newsletters
E-commerce data
Brochure pick-up
Upsell
Welcome back
Satisfaction survey
Booking satisfaction
Facebook data
Mobile data
The sources
DM
Campaigns
Abandon
cart
Segmented
websites
Segmentation
& RFM model
CRM
users
More than 4 million
Belgians in our DB
E-mail newsletters
The sources
Twitter
accounts
Google+
accounts
Facebook
pages
Pinterest
accounts
Youtube
channels
+300,000 fans
2,000 followers
Open graph 2
Perfection
Does not exist
TIME
PEOPLE
SEGMENTATION
2
Socio demo
Socio demo
age
gender
education
Social class
employment
Maritial status
Simple
Filter
20 – 25 year old
Female
Student
Single
University student
No children
Lower social class
Challenges
Hobby
Interests
Pets
Living together
Still living at home
shopaholic
?
Data connection
Mobile savy
E-commerce
Real-time mobile
use
Workplace vs living
?
TIME
COMPLEXITY
Socio demo
(Buying) history
Lifestyle criteria
Behaviour criteria
Degree of ROI Real-time (social/mobile)
Behaviour criteria
Excel
access
SAP
Oracle / IBM
Confirmed behaviour
Unknown future behaviour
Big data presentation at Data Driven congres
Visualise it!
Visualise it!
Visualise it!
WTF!
Gamification of data
Big data presentation at Data Driven congres
Recommendations
Start now!
We need
Mad men
Mad scientists
Twitter.com/hanssmellinckx
www.onlinemarketingmanager.be
HANS SMELLINCKX
Innovation & Marketing Projects
20 years experience
Founder
Social Marketing Forum
®Evolution
Social Media
E-mail Marketing
Digital Marketing
Multi-channel Marketing
Mobile Marketing
Metrics, KPI’s & dashboardingBlogger
Thomas Cook Belgium
CRM
Branding & Reach
TEDx Flanders
Big data presentation at Data Driven congres
Big data presentation at Data Driven congres

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Big data presentation at Data Driven congres

Hinweis der Redaktion

  1. Engine: 350 partsComplete car: 10.000 parts
  2. rapport van Vanson Bourne en INTERXIONEen nieuw rapport van Vanson Bourne en INTERXION toont ons dat dit percentage in de Benelux nog iets lager ligt, en dat 68% van de bedrijven de mogelijkheden van Big Data onderzoekt, of projecten hierover heeft lopen. Specifiek in België antwoordt 18% van de ondervraagde bedrijven dat de Big Data echt een prioriteit zullen zijn in het volgende jaar. 32% zegt geen enkel project te hebben om zich naar de Big Data te oriënteren.Interessant feit: bedrijven waar de IT-strategie gecoördineerd wordt met het business plan, zijn veel meer geneigd om de mogelijkheden van Big Data al verkend te hebben: meer dan negen instellingen op tien waarbij het IT-plan nauw gekoppeld is aan het business plan, hebben de Big Data al verkend. De omvang van het bedrijf is ook van tel, vermits er meer grote bedrijven zijn die de Big Data al op stapel hebben staan.Wanneer de IT strategie niet afgestemd is op het business plan, ofwel omdat die geen visie heeft op zo'n lange termijn, ofwel omdat die bedacht werd om te beantwoorden aan andere doelstellingen, dan heeft minder dan zes organisaties op tien de Big Data verkend. Dit cijfer valt terug tot 40% bij bedrijven waar het strategisch plan op lange termijn niet gedeeld werd met de informatica-afdeling.
  3. Source: oracle
  4. Source: datameer
  5. Source: datameer
  6. Source: datameer
  7. http://projects.nytimes.com/census/2010/explorer
  8. Pan-”European” travel companyGermany, UK, The Netherlands, Belgium, France, Luxembourg, Austria, Hungary, Poland, Slovakia, Slovenia, Egypt, Russia, Canada & India3200 travel agents33 tour operators (Eg. Neckermann, Pegase)33.000 employees95 airplanes