Automated Trading Summit 2012, Amsterdam Big Data impacts the way we think about managing, processing and analyzing marketing data. It is the foundational element for building Digital Marketing solutions such as Audience Optimization, Channel Optimization, Content Optimization and Yield Optimization. Recent research and studies provides some fascinating insights into how (a) CMO's view Big Data as their biggest areas of "under-preparedness", (b) Organizations view Advanced Analytics as a competitive advantage and (c) Digital Marketers view Big Data as an enabling platform for all their future initiatives

1. Amsterdam,
8
May
2012
Big Data
Title
Emergence of
in Digital Marketing
Krishnan Parasuraman
CTO, Digital Media
Netezza & Big Data Solutions

2. CMO Study
1
MIT/Analytics
2
IAB/Winterberry
3

3. 1
Insights from the
CMO Study
Interviewed 1700 CMOs
35% Europe
19 Industries
64 Countries

4. Which underprepared areas are
the most critical for CMOs?

5. Marketing Priority Matrix 1 Big Data
2 Social media
Under-
preparedness 3 Growth of channel and device choices
1
70 4 Shifting consumer demographics
2
3
4
60
50
Factors Impacting
40
Marketing
0 20 40 60
Mean

6. Marketing Priority Matrix 1 Big Data
2 Social media
Under-
preparedness 3 Growth of channel and device choices
1
70 4 Shifting consumer demographics
2 5 Financial constraints
3
6 Decreasing brand loyalty
4
5 7 Growth market opportunities
60 6
10 7 9
8 ROI accountability
8
11
9 Customer collaboration and influence
12 10 Privacy considerations
50 13
11 Global outsourcing
12 Regulatory considerations
Factors Impacting 13 Corporate transparency
40
Marketing
0 20 40 60
Mean

7. CMOs cite Big Data and their ability to cope with it
as the area that they are most underprepared

8. Need for change to deal with Big Data
Percent
of
CMOs
indica9ng
high/significant
need
Invest
in
73%
technology
Integrate
69%
insights
Understand
65%
analy6cs
Rethink
64%
skill
mix
Collaborate
52%
with
peers
Validate
49%
ROI
Address
28%
privacy

9. Analytics: The new
2
path to value
with MIT Sloan Management Review
Surveyed 3000 Executives,
Managers and Analysts
30 Industries
100 Countries

10. Analytics Correlates to Performance
3x
5.4x
Organizations that lead in Top Performers are more likely
analytics outperform those that to use an analytics approach
are just beginning to adopt over intuition

11. What is holding back adoption of Analytics in
your organization?

12. Primary obstacles to widespread analytics adoption
Knowing how to use analytics to improve the business 38%
Management bandwidth due to competing priorities 34%
Lack of skills internally 28%
Ability to get the data 24%
Lack of executive sponsorship 22%
Concerns with the data 21%
Organizational
Perceived costs outweigh benefits 15%
Data
Financial

13. From Information to
3
Audiences: The Emerging
Interviewed 175
Marketing Data Use Cases
IAB and Winterberry Group Marketers
Agency Execs
Data compilers
Ad Tech

14. Which use cases will be focal points of
your future data driven Marketing Activity?

15. Ad targeting 4.4
Customer behavior analysis 4.3
Offer optimization 4.3
Content optimization 4.2
Audience
Cross-channel touchpoint optimization 4.2
Content
Yield optimization 4.1
Yield
Website optimization 4.1
Channel
SEM/ PPC portfolio optimization 3.8
Ad sales analysis 3.7
Email segmentation 3.7
Ad inventory forecasting 3.5
1 2 3 4 5
Not
likely
to
be
a
Likely
to
be
a
significant
focus
of
our
future
focus
of
our
future
data
data
u9liza9on
u9liza9on

16. What are the Big Data Platform
requirements for these use cases?

17. Audience Optimization
Handle Extreme Volumes of Data
Online, Offline, Social, Behavior, First Party
& Third Party across multiple channels
Channel Optimization Manage Wide Variety of Data
• Structured – POS, 3rd Party, Transactions
• Unstructured – Social, Video, Blogs
• Semi-Structured – Cookies, Impressions
Content Optimization
Analyze Data in Real Time
Product Recommendations, Real Time
offers, Targeted Ads in Real Time
Yield Optimization
Discover & Experiment
Ad-hoc analytics, data discovery &
experimentation

18. Impressions
Audience Optimization
Cookies
Online
RegistraFons
Purchase
TransacFons
In-­‐Market
Intent
Channel Optimization
Influence
SenFments
BIG DATA
Social
Followers
RecommendaFons
Likes
PLATFORM Content Optimization
Psychographic
surveys
Geo-­‐Demographic
3rd
Party
Segments
Yield Optimization
Offline
TransacFons
Responses

19. Amsterdam,
8
May
2012
Big Data
Title
Emergence of
in Digital Marketing
Krishnan Parasuraman
@kparasuraman