erasmushogeschool brussels colloqium
DESCRIPTION
Big data presentationTRANSCRIPT
DATA
Passion
Twitter.com/hanssmellinckx
HANS SMELLINCKX
Innovation & Marketing Projects20 years experience
Founder
Social Marketing Forum
®Evolution
Social MediaE-mail Marketing
Digital Marketing
Omni-channel Marketing
Mobile MarketingMetrics, KPI’s & dashboardingBlogger
Thomas Cook Belgium
CRM
Branding & Reach
TEDx FlandersConsultant
ARTOOS
COMMUNICATION PRODUCTION HOUSE
Account
Sales
SPOC
EVENT WEBSITE
MOBILE
MESSAGING & APPS
DIGITAL SIGNAGE
INTEGRATION
SOCIAL INTEGRATION
E-MAIL & DIRECT MAIL
PICK & PACK
DTP & DESIGN
DISTRIBUTED
MARKETING
Some of My References
ENIACElectronic Numerical Integrator And Computer
DA
TA
WA
RE
HO
US
E
BIGDATA
CRM
BI
NOTNEW
It’s still a car
Most important parts of a car
1. Engine
2. Wheel
3. Brakes
4. Strearing wheel
5. Body & seating
BI
G7 billion
1 billion Facebook users
½ billion Twitter accounts
200 countries & 250 nationalities
SMAL
L800 million
47 countries
27 in the EU
250 million fb users
SMALL
ER
Average Belgian e-mail
Database
Below 100,000
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
18%
How many companies in Belgium
have more than 1 million
contacts?
Why?
Challenges
Organisation
silos
Technical debate
People
skillsTools
Technology
BRING
THE LOVE
BACKIn 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
CONNECT1
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 Campaign
s
Abandon
cart
Segmente
d
websites
Segmentation
& RFM modelCRM
users
More than 4
million Belgians in
our DB
E-mail newsletters
The sources
accounts
Google+
accounts
pages
accountsYoutube
channels
+300,000 fans
2,000 followers
Open graph 2
Perfection
Does not exist
TIME
PEOPLE
Marketing automation
SEGMENTATION2
Socio demo
Socio demo
agegender
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
CO
MP
LE
XIT
Y
Socio demo
(Buying) history
Lifestyle criteria
Behaviour criteria
Degree of ROI Real-time (social/mobile)
Behaviour criteria
Excel
accessSAP
Oracle / IBM
Confirmed behaviour
Unknown future behaviour
Visualise it!
Visualise it!
Visualise it!
WTF!
Gamification of data
Recommendation
Start now!
We needMad men
Mad scientists
Hans Smellinckx
@hanssmellinckx
www.artoos.be
Artoos
@Artoos
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