how to get your brand elected: big data presentation at nrf by david selinger
DESCRIPTION
RichRelevance CEO David Selinger's presentation at NRF's Big Show 2014 on "How to Get Your Brand Elected" using big data.TRANSCRIPT
How Relevance Can GetYour Brand Elected
DAVID SELINGER
www.richrelevance.com
RAYID GHANI
www.rayidghani.com
© 2014 RichRelevance, Inc. All Rights Reserved. Confidential.#richrelevance
© 2014 RichRelevance, Inc. All Rights Reserved. Confidential.#richrelevance
Our Platform
1. The History of Data
2. How Data Make Money, Win Elections and Other Such Nonsense
3. Demystifying the Mystical Creature, Big Data
4. Next Steps: How to Take the Next Steps
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The History of Data
SECTION 1
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A Brief History of Data
1980 1990 2000 Today1900
STATISTICS
PROBABILITY “DATA MINING”
MACHINE LEARNING
“BIG DATA”
DATA WAREHOUSES
BI
FRAUD PREDICTION
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The 3 Tools:Getting Value from Data
1
2
3
Analytics
Prediction & Interruption
Optimization
{Relevance}
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Getting Value from Data
Getting Elected with Data
SECTION 2
OR
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Getting Elected with Data
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I am a data geek.
Intelligence
Obsession
Social Ineptitude
Nerd
Dweeb
Geek Dork
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What am I good at?
How can I make a
difference?
Data Scientist for
Obama
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Everyone’s NOT a Winner… It’s Binary
The Campaign
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Legacy Orgs Are Nothing Like Start-ups
The Campaign
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Don’t Disdain Successful Evergreen Channels
Key Campaign Lessons
EMAILDIRECT MAIL ADVERTISING
1
2
3
Analytics
Prediction & Interruption
Optimization
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Perfect predictions do not necessarily alter hearts and minds.
Predicting vs. changing behaviorKey Campaign Lessons
1
2
3
Analytics
Prediction & Interruption
Optimization
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Influencing the Right PeopleKey Campaign Lessons
1
2
3
Analytics
Prediction & Interruption
Optimization
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A: The people who are just like you
Q: Who are the best people to persuade and influence?
Key Campaign Lessons
1
2
3
Analytics
Prediction & Interruption
Optimization
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DONATE
Turning supporters into advocates
Key Campaign Lessons
1
2
3
Analytics
Prediction & Interruption
Optimization
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The 3 Tools In an ElectionGetting Value from Data
1
2
3
Analytics
Prediction & Interruption
Optimization
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David Selinger
© 2014 RichRelevance, Inc. All Rights Reserved. Confidential.#richrelevance
Legacy Shopping Engagement
Source: Omni-channel Retail: The Future of Shopping (A study in partnership with Paco Underhill)
Awareness Consideration
PreferencePurchase
Clarity
Signage
Flow
RetentionRetention
Conversion
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Source: Omni-channel Retail: The Future of Shopping (A study in partnership with Paco Underhill)
Omni-Channel Engagement
Purchase
Consideration
Preference
Awareness
Retention
© 2014 RichRelevance, Inc. All Rights Reserved. Confidential.#richrelevancePersonalization and Data Mining
research
1
2
3
Analytics
Prediction & Interruption
Optimization
© 2014 RichRelevance, Inc. All Rights Reserved. Confidential.#richrelevance
© 2014 RichRelevance, Inc. All Rights Reserved. Confidential.#richrelevance
Big Data: The 3 V’s
Velocity Volume Variety
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Surprise!
HOW WE GOT ELECTED WITH DATA:
Lots of good ol’ data integration with sprinkles of Hadoop dust and other” big data” technologies when appropriate.
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Big Data vs. Smart Data
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Let’s Get Going
SECTION 4
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Where are we?
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BIGDATA
IQ
DATA IQ
Catalogers/DR Marketers
NicheeCommerce
Upstarts
AdvancedeCommerce
Vendors
TraditionaleCommerce
Vendors
eCommercePureplays
Omnichannel Retailers
Where are we?
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How do we apply these to our businesses?
• Getting Started: Learn Quickly
• Getting Integrated: Bite-sized Chunks
• Measure yourself: The right metrics
• Experiment, Experiment, Experiment.
• Scale: Rinse and Repeat or “Big Project”
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SUCCESSFUL• Multi-channel marketing
attribution• Social network
demographics for content targeting
• Multi-channel customer profile creation for analytics, targeting, personalization
• Datamart creation
UNSUCCESSFUL• Data warehouse
replacement• “Big Data Experiment”• Online
analytics/segmentation • Board of Directors “Check
the Box” Project: “Yes, ma’am we’ve got Big Data”
Some Initial Big Data Retail Projects
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Closing Thoughts
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ACCESS THE HANDOUT:
richrelevance.com/nrfCONTINUE THE CONVERSATION:
DAVID SELINGER
www.richrelevance.com
RAYID GHANI
www.rayidghani.com
Thank you!
To track the progress of Big Data for
retailers, subscribe to our regular newsletter “Big Data for Retailers”