level seven - big data in interactive marketing
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Big Data in Marketing April 2013
tip-off
INTRODUCTION • Doug Denton • Level Seven • Interactive marketing for 6 years • eCommerce brought me to marketing • Technical education and background • Practice Lead – Big Data
NOW YOU KNOW WHERE I AM COMING FROM
AGENDA • Define Big Data • Open vs closed loop in social media marketing • Demonstrate simple example of closing the loop • Consider a couple of example cases • Look at the technologies that enable the capabilities • Talk about smart ways to move forward
B2B & B2C UTILIZE THE SAME PRINCIPALS
BIG DATA • Data that IT historically ignores • Too fast, too different, too much to handle • Represents 80% of all data • Revolutionary tools now available • Very different approach to data processing • Very different way of thinking about data • A VERY BIG DEAL
YOU WERE BLIND, BUT NOW YOU SEE
THE OPEN LOOP • Social media campaign • Participants are engaged and are spreading the word • Building good “buzz” – message is viral • Conversion rate is low
• Typical “brand building” scenario
LOTS OF BANG, NOT SO MUCH BANK
CLOSING THE LOOP • Allow the viral nature continue • Identify active (and positive) participants • Engage and reward desired behavior (1 to 1) • Drive a second wave of buzz using response to reward • “Constructive interference” gives buzz a double-peak • Reward has conversion with measurable value
MAKE THE INTERACTION PERSONAL
the mechanics
MAKE THE CONNECTIONS • Monitor social channels for mentions of campaign,
products, and brand • Confirm positive sentiment • Reward individuals for their participation in real time • Track and measure conversion
IMMEDIATE POSITIVE REINFORCEMENT
NOW YOU TRY IT! • Step 1: In Twitter, follow @L7BigData • Step 2: Tweet using hashtag #L7Rocks • Options to engage you:
• Direct message to your account • Tweet @you • Retweet you • Favorite your tweet • Advertise to you (promote tweets)
THAT IS HOW IT WORKS
WHAT JUST HAPPENED? • Custom application monitoring Twitter for #L7Rocks • You Tweeted and were detected via direct Twitter API • @L7BigData favorited your tweet • You following @L7BigData -> Direct Message response • Otherwise Tweet @you • The exchange is logged for future use
THAT IS HOW IT WORKS
Oreo Super Bowl win
OREO AT THE SUPER BOWL • “Whisper Fight” commercial ran during first half • 55,000 tweets in 10 minutes (110/second) • 20,000 Instagram followers in 2 minutes • Cost: $$$ millions $$$
• Traditional advertising was a success
THEN THE LIGHTS WENT OUT!
PREPARATION WAS KEY • Oreo brand team is social media sophisticated • Creative, technical, management all in a war room • Ready to respond to an opportunity to amplify impact • Ready to compete (Audi, Tide, Walgreens, et al)
• Within minutes: “Power out? No problem. You can still dunk in the dark.”
FORTUNE FAVORS THE PREPARED MIND – LOUIS PASTEUR
DUNKING IN THE DARK • 15,000 Twitter retweets • 8,000 Twitter follows • 6,200 Twitter favorites • 5,500 Facebook shares • 19,000 Facebook likes • 14,000 Instagram follows
MULTIPLIED VALUE OF ADVERTISING INVESTMENT
WHAT WAS MISSING? • Engaging directly with the participants in real time • Highlighting involvement of participants (retweets, likes) • Collecting participants for future campaigns • One-to-one incentives to monetize the buzz
BIG DATA IN MOTION & SOCIAL MEDIA FEEDS
customer service
REGIONAL UTILITIES • Monitor for mentions of problems like service outages • Limit social media feeds to geography of interest • Analyze message sentiment • Select appropriate response • Engage in a conversation
PERSONAL ATTENTION WINS CUSTOMER LOYALTY
UTILITY EXAMPLE • Power goes out in Mentor • Wife (Barb) calls me at office in Independence • I tweet to see what others are saying about a power
outage in Mentor • Barb posts about the outage in Facebook • I Twitter search for #power #outage #firstenergy
CLEAR CONCERN ABOUT FIRST ENERGY SERVICE
UTILITY EXAMPLE (2) • Twitter Ad from First Energy shows up at the top of my
search results • Lots of tweets about the outage are in my search
results (but none from First Energy) • I get a Direct Message from First Energy with a link to
report or get information regarding an outage • I click the link
FIRST ENERGY FOUND ME IN THE CHANNEL OF CHOICE
UTILITY EXAMPLE (3) • Link takes me to a website where
• I see a dashboard of reported outages • I can login using Google, Facebook or Twitter credentials • I can register for updates regarding future outages • I can download a mobile application for FE customers
• I see that Barb just registered against our account, too
FULLY CONNECTED
customer sentiment
WHAT IS IT? • Identify and extract subjective information • Text analytics, natural language processing,
computational linguistics • Determine the attitude of the writer • Classify the polarity of the text (pos, neg, neutral)
HUMANS DISAGREE 21% OF THE TIME!
HOW DO I DO IT? • Mine message boards and social media networks • Find mentions of brand, products, campaigns • Determine positive, negative, neutral attitudes • Compare to competition, historical trends
BIG DATA MAKES THIS POSSIBLE
WHAT CAN IT TELL ME?
BRAND HEALTH, BRAND DIFFERENTIATION
making it work
GETTING THE DATA • Social media channels – direct connections (APIs) • Social media channels – GNIP (www.gnip.com) • Blogs and boards – Boardreader
(www.boardreader.com)
MASSIVE AMOUNTS OF DATA, CAN BE REAL-TIME
PROCESSING THE DATA • Massive amounts of loosely-structured data
• Big Data tools (Hadoop, Map-Reduce, Hive, JACL, etc) • Enterprise tools (IBM BigInsights) • BI tools (Cognos, SAS, SPSS)
• Massive amounts of data in motion • IBM Streams • StreamSQL
BIG DATA MAKES THIS POSSIBLE
closing thoughts
MOVING FORWARD • Tools are ready for market • Now is the time to take initial steps
• Proofs of concept, prototypes • Quick wins • Gain understanding
• Define your strategy • Create a roadmap for adoption
TOOLS ARE READY – NEED TO UNDERSTAND THE VALUE
questions?
thank you
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