Los datos, la nueva materia prima del marketing

Big Data

Too many Vs for Big Data

Batch of new technologies that allow

us to extract value out of a dataset

which, due to it’s volume, variety or

velocity, was not previously exploited

“Set of new technologies, able to extract additional value of all the available data of a company”

Petabytes: Google 300 PB, facebook: 45 PB, Yahoo! 180 PBExabytes: U.S. healthcareZetabytes: 2011, 1.8 ZB created. World Information 9.57 ZBYottaByte, Brontobyte, GeopByte to be reached

I don’t have so much data…A big European company = Terabytes

Why does it apply to marketing?

Marketing has all that data…. and more

M2M not a trend, your future

MARKET TRENDS

DATA = VALUEDATA = COMPANY VALUE

Startups

Gran parte del valor de las empresas se mide por sus datos

Grandes empresas

467.142 Mill $

373.608 Mill $

150.211 Mill $

148.210 Mill $

1 3 20 21

Data Loyalty

DowJones PER2014 = 13

Facebook PER2014 = 48

Diferencia 35

PER = PER + PDR +

PER = 13 + 35 = 48 +

UNIVERSAL DATA VALUEBUSINESS INTELLIGENCE

DATA DRIVEN DECISIONS

BIG DATA INTERACTIVE

BIG DATA REAL TIME DATASTREAMING

BIG DATA INTELLIGENCE

10

10

20

20

20

BIG DATA STORED 20

100

UDV= = = 0,35

PDR100

35100

10 10 20 20 20 20

35

PDR

UDV DE TU EMPRESABUSINESS INTELLIGENCE

DATA DRIVEN DECISIONS

BIG DATA INTERACTIVE

BIG DATA REAL TIME DATASTREAMING

BIG DATA INTELLIGENCE

5

5

0

0

0

BIG DATA STORED 0

10

PDR (tú) = UDV 10 = 0,35 10 = 3,5

10 10 20 20 20 20

35

3,5(tú)

PDR

X X

Opportunities/possibilitiesThreats/risk for marketing

The Bubble filter

You must enter in the user bubble

83% of the surveyed companies were able to do things with Big Data that seemed impossible to achieve before

“The art of possible” “Impossible is not a fact, it’s an opinion”

VisualizationsAnd Analysis

Social networks tracking (Tag Clouds)

Social networks tracking and flow of data

Social networks tracking and geolocation

Marketing with Sentiment analysis and semantic engines

Description:

Search the social network comments and mentions of interest of a particular issue or event for further evaluation, influencers detection and graphical display of the conversation to facilitate analysis.

Advantages:

Show real-time event (symposium, forum, seminar, etc..) with visual information.

Get opinions and feelings about a topic in social networks in real time

Identify the influencers of a hot topic

Risk detection and prevention

Emotional mining: Know the term that is most popular for some people, brand, event, etc.and this way you can know about the generated feelings by the most important terms.

Social networks tracking Application

Description:

Search the network content and publications on specific subjects of our interest, to detect, filter, collect and process relevant information in semi-real time or batch.Associated with the semantic analysis this allows the detection and classification of the contents effectively.

Advantages:

Allows the generating of sites in a dynamic way without any intervention or exhaustive searches, with the contents collected and categorized.

Unifies in a single web all the tasks that users have to do manually, so it saves them money and generates loyalty.

Web Content Crawling and Scraping

EXAMPLES

+160% clicksvs. one size fits all

+79% clicksvs. randomly selected

+43% clicksvs. editor selected

Recommended links News Interests Top Searches

Description: Customizing homepages based on user navigation

Analysis and customization of the homepage and site in real time for each user based on their browsing

Modification of contents, highlights, ads, in real time based on user history

Advantages:Over 300% increase in clickthrough

Creating millions of web pages in real time

Increasing Conversions

Increase in sales

Cost ten times lower than other solutions

Marketing online: Customizing Web Sites (Behavioral Customization)

Description: Newsletter development, email-marketing or any other sent material segmented by individual preferences

Analyzes and takes into account:

• Financial information and user data• Navigation and usage information from previous

marketing shipments• Mobile app data (GPS, payments, browsing of

offers…)• Users’ information from the social networks

Advantages:Increased clickthrough

Increase in conversions and sales

Natural language processing – semantics and sentiments

Combines private and public data

Marketing offline: Personalized Marketing with Big Data

NH Quality Focus:

Complementing the internal data of a company by combining the structured and the unstructured data, with the data generated by the web and social networks, allows us to determine the validity of the data of our brand, product or company.

The comparison and analysis of internal and external data (web) increases the value of our data and allows us to gain a competitive advantage over our competitors.

Advantages:

It allows sales improvement.

Improves loyalty.

Increases Conversions.

Detects errors or data manipulation.

SEO improvement with regards to the users and the public data.

Improves marketing and product boosting with regards to trends.

Marketing through private structured data with unstructured public data

Description: Allows you to label and categorize automatically and massively, any type of content or information.

Advantages:Allows searching, categorization, clustering, and be able to extract value out of information otherwise hardly findable and usable.

Utilizes state of the art tools to identify entities, NED systems, NERD. These tools combined with the use of disambiguation of entities using a Big Data system containing the Wikipedia and other sources of information.

Speed processing capabilities and data volume superior to that of other systems.

Massive information tagging

TECHNOLOGY AND THE FUTURE OF BIG DATA

COMBINATION AND SPEED

COUCHDB

Combine all type of data and past, present and future“Cross Data Spark” main mission is:

• To facilitate the use of data stored in different noSQL databases and data containers

• To allow combining stored data (past), real-time data (present), and future data (predictive).

MACHINE LEARNING AND ALGORITHMS

USING ONLY SPARK FOR ALL PROCESSING:BATCH, INTERACTIVE AND STREAMING

CROSSDATA SPARK:

Stratio is able to combine, in one query, stored data with streaming data entering in the system

Polyglots: Spark integrated with the main noSQL databases, starting with Cassandra & Mongo DB.

Lean = Easier deployment, management, and use of the system

Former Hadoop or Hybrid Hadoop-Spark Platforms Stratio Platform

SIMPLE AND EASY

SIMPLIFICATION

Simplify Building Process

No te puedes quedar mirando

Arriesga, innova, reinventate

Hazlo ahora, si no puede ser tarde

No hay nada mas arriesgadoque no arriesgarse

Enjoy with “Big Data”

Q&A

“the best way to predict the future is to create it”

THANKS

Óscar Méndez, CEO de Stratio, omendez@stratio.com, @omendezsoto