Los datos, la nueva materia prima del marketing
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Transcript of Los datos, la nueva materia prima del marketing
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, [email protected], @omendezsoto