How to use corporate big data for external applications, remain legally and ethically compliant and create a solution with clear public good? At the marketing edition of Banalytics in Bratislava, Matej Misik shared our approach to big data monetization for telcos, banks and other data rich industries. Instarea is a "laboratory" for innovative big data monetization ideas within the international Adastra group. A young committed team, fresh thinking and a lust for adventure define us as a company. We yearn to change the world for the better through data.

1. Market Locator | Big data based Population Analytics & Targeted Marketing
Matej Misik | Senior Consultant @ Adastra Partnering
Tomas Synek | Senior Consultant @ Adastra
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B2B Targeted Marketing &
Population Analytics solution
Smart cities planning
& using Big Data

2. Market Locator | Big data based Population Analytics & Targeted Marketing
Our clients’ big data reality
The “Maslow” big data monetization pyramid
Internal application
Full
package
External use
& monetization
Technology
Data Identification
The ultimate big data monetization point
• Provide a full offering for B2B – a integrated and automated
solution for data resale and complimentary solutions
Create opportunity to provide data to external entities
• Need for thorough ethical and legal examination to
provide data in a secure and profitable manner
DWH offloading
• Reduce the load on expensive DWH
infrastructure and store data cheaper
Campaign optimization
• Apply gathered data for purposes of customer
retention, up-sell, cross-sell
Opportunity mapping
• Get a good understanding of existing and
potential data acquisition

3. Market Locator | Big data based Population Analytics & Targeted Marketing
You hear a lot about technology…You hear a lot about technology…
What the big data market has to offer
And what the limitations / opportunities are
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You hear a lot about technology… What about application? How to use & sell?
Mostly oriented on internal
use-cases
• Data monetization & Targeted Marketing
• Solution created for monetization of your
valuable data
• Self service app for your B2B customers
• Multi-industry to include data from 3rd
parties
“Google AdWords & Google Analytics ”
for the brick & mortar world

4. Market Locator | Big data based Population Analytics & Targeted Marketing
1) Identification &
gathering of data
(structured, semi-structured),
aggregate, store efficiently in
an accessible format
1b) Enrich with data from
other sources and industries
(each industry has unique
valuable sources of info)
2) Efficiently store the big
data -> use internal &
external application create
business case for technology
4) Combine for advanced
analytics on population data
to identify new opportunities,
target audiences & insights
Targeted Marketing
Develop new offerings for
your existing B2C customers
and reach new prospects
with one-to-one marketing
Population Analytics
Launch an online population
analytics “shop” or platform
for your B2B customers and
monetize your enriched data
The process
From the base of the pyramid to the peak
3) Ensure maximum data
security and anonymize data
(strict compliance with data
and personal privacy)
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5. Market Locator | Big data based Population Analytics & Targeted Marketing
Solution
• Unique, data centric
B2B service for
analytics & targeted
marketing
• Position Mobile
Network Operator
(MNO) as innovative
leader in data
analytics & value
added services.
Challenge
• Wealth of data
valuable to other
organizations
• Customers open to
relevant/timely
offers
Results
• Pilot achieved < 1
year ROI for data
and channel
partner (MNO)
• Positioned it as a
technological
innovator with
B2B clients &
subscribers
Market Locator
The story behind Market Locator
Creating a value added data monetization service
Opportunity
• Market saturation
in telco, but also
banking
• Over the top
disruption

6. Market Locator | Big data based Population Analytics & Targeted Marketing
Online tool, visual population heat-maps and simple
target market filtering based on hard-data
Self service campaign creation, immediate execution &
analytics. Event-driven campaigns
What monetizing corporate data can look like?
Web based tool for analytics & targeted mobile marketing
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Self service BI & campaign
creation
Self-service web shop for
data and campaign credits
Integrated campaign
reporting, invoicing
Web based solution with a
simple graphic UI
Online data order
processing and payment

7. Market Locator | Big data based Population Analytics & Targeted Marketing 7
You can register and test as normal user on
app.marketlocator.sk/Security/Registration.aspx

8. Market Locator | Big data based Population Analytics & Targeted Marketing
Telecommunications
§ Data resale for both govt. & private sector analytics
§ Targeted marketing solutions
§ Shift toward broad B2B offering outside of traditional telephony
Banking
§ Understand where my target clients shop
§ Understand what complementary products they buy
§ Understand who my competition is & which customers they target
Internal application
§ Optimize campaigns based on where the target population is most
often present during certain times of day
§ Possibility to delegate marketing efforts to local managers
Opportunity to become a
media & marketing agency
Opportunity to deliver
unique B2B analytical offer
Empower internal
marketing with new
business oriented tools
The opportunities are present in many industries.
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Other industries / applications?
Many face similar problems & opportunities in data monetization

9. Market Locator | Big data based Population Analytics & Targeted Marketing 9
The journey
From just big data to a physical Google Analytics & Google Adwords
Challenge
Give corporate big data a
palpable value
Legal
Lengthy legal & ethical
definition of constraints &
definition of code of conduct
Data Investigation
Find out what data you have
and could potentially gather.
Define use cases for data.
Combine with marketing
Bring together the world of
population analytics &
targeted marketing
Market Locator
Integrate with an accessible
data monetization platform
Next steps
New data providers & new
marketing channels
Done well, can be achieved in 3 – 5 months with low internal / external investment

10. Market Locator | Big data based Population Analytics & Targeted Marketing
Multi-provider
in Slovakia
6 countries in
negotiation
New analytical
capabilities
New channels
(email, MMS,
billboards...)
New industry
data
New targeting
capabilities

11. Market Locator | Big data based Population Analytics & Targeted Marketing
Constantly in development
Improving analytics - attribute distributions on map

12. Market Locator | Big data based Population Analytics & Targeted Marketing
Adastra Partnering, s.r.o.
Francisciho 4
811 08 Bratislava
Phone: +421 908 481 099
www.marketlocator.sk
matej.misik@adastra-partnering.com
facebook.com/AdastraPartnering
twitter.com/AdaPartnering
Make sure to check out
Adastra Partnering, s.r.o.
29. Augusta 36/A
81109 Bratislava 1
www.adastra-partnering.com
Senior Business Consultant
Adastra Partnering
matej.misik@adastra-partnering.com
+421 908 481 099
Matej Misik
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