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Los datos, la nueva materia prima del marketing

Los datos, la nueva materia prima del marketing. 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. Big Data.

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Los datos, la nueva materia prima del marketing

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  1. Los datos, la nueva materia prima del marketing

  2. Toomany 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 Big Data

  3. “Set of new technologies, abletoextractadditionalvalue of all the available data of a company”

  4. Petabytes: Google 300 PB, facebook: 45 PB, Yahoo! 180 PB Exabytes: U.S. healthcare Zetabytes: 2011, 1.8 ZB created. World Information 9.57 ZB YottaByte, Brontobyte,GeopBytetobereached I don’thave so much data… A big European company = Terabytes

  5. Whydoesitapplyto marketing?

  6. Marketing has all that data…. and more M2M not a trend, your future

  7. MARKET TRENDS

  8. DATA = VALUE DATA = COMPANY VALUE

  9. Gran parte del valor de lasempresas se mideporsusdatos • Startups

  10. Data Loyalty 1 3 20 21 467.142 Mill $ 373.608 Mill $ 150.211 Mill $ 148.210 Mill $ • Grandes empresas

  11. DowJones PER2014 = 13 Facebook PER2014 = 48 Diferencia 35

  12. + PER = PER + PDR + PER = 13 + 35 = 48

  13. UNIVERSALDATA VALUE 10 BUSINESS INTELLIGENCE PDR 35 UDV= = = 0,35 100 100 10 DATA DRIVEN DECISIONS 20 BIG DATA STORED 35 20 BIG DATA INTERACTIVE PDR 20 BIG DATA REAL TIME DATA STREAMING 20 BIG DATA INTELLIGENCE 10 10 20 20 20 20 100

  14. UDVDE TU EMPRESA 5 BUSINESS INTELLIGENCE PDR (tú) =UDV 10 = 0,35 10 = 3,5 X X 5 DATA DRIVEN DECISIONS 0 BIG DATA STORED 35 0 BIG DATA INTERACTIVE PDR 0 BIG DATA REAL TIME DATA STREAMING 0 BIG DATA INTELLIGENCE 3,5(tú) 10 10 20 20 20 20 10

  15. Opportunities/possibilities Threats/risk for marketing

  16. The Bubble filter

  17. You must enter in the user bubble

  18. 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”

  19. Visualizations And Analysis

  20. Social networks tracking (Tag Clouds)

  21. Social networks tracking and flow of data

  22. Social networks tracking and geolocation

  23. Marketing with Sentiment analysis and semantic engines

  24. Social networks tracking Application • 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 • Riskdetection and prevention • Emotionalmining: Knowthetermthatismost popular forsomepeople, brand, event, etc.and thiswayyou can knowaboutthegeneratedfeelingsbythemostimportantterms.

  25. Web Content Crawling and Scraping 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.

  26. EXAMPLES

  27. Marketing online: Customizing Web Sites (Behavioral Customization) Description: Customizinghomepagesbasedonusernavigation 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 Creatingmillions of web pages in real time IncreasingConversions Increase in sales Cost ten times lowerthanothersolutions News Interests Top Searches Recommended links +43% clicks vs. editor selected +79% clicks vs. randomly selected +160% clicks vs. one size fits all

  28. Marketing offline: Personalized Marketing with Big Data • 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: • Increasedclickthrough • Increase in conversions and sales • Natural language processing – semantics and sentiments • Combines private and public data

  29. Marketing through private structured data with unstructured public 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.

  30. Massiveinformationtagging • 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.

  31. TECHNOLOGY AND THE FUTURE OF BIG DATA

  32. COMBINATION AND SPEED • 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 noSQLdatabases and data containers • To allow combining stored data (past), real-time data (present), and future data (predictive). COUCHDB

  33. 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.

  34. SIMPLE AND EASY Former Hadoop or Hybrid Hadoop-Spark Platforms Lean = Easier deployment, management, and use of the system Stratio Platform

  35. SIMPLIFICATION SimplifyBuilding Process

  36. No te puedes quedar mirando

  37. Arriesga, innova, reinventate

  38. Hazlo ahora, si no puede ser tarde

  39. No hay nada mas arriesgado que no arriesgarse

  40. Enjoy with “Big Data”

  41. Q&A

  42. THANKS “thebestwaytopredictthefutureistocreateit” Óscar Méndez, CEO de Stratio, omendez@stratio.com, @omendezsoto

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