Date post: | 26-Jan-2015 |
Category: |
Technology |
Upload: | keng-chee-chan |
View: | 106 times |
Download: | 2 times |
©2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks ofExperian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.
Experian Public.
©2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks ofExperian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.
Experian Public.
©2014 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks ofExperian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.
Experian Public.
Big Data PracticeConsumer Insights through Big Data Analytics
Chee-Chan Keng
Head of Product DevelopmentExperian Marketing Services (Hitwise)
26th February 2014
222©2014 Experian Inc. All rights reserved.
Experian Public.
Experian|
Experian Marketing Services|
Hitwise
Who We Are
333©2014 Experian Inc. All rights reserved.
Experian Public.
300+ staffs in Cyberjaya
CreditServices
DecisionAnalytics
MarketingServices
ConsumerServices
Consumer creditBusiness information
Transaction processingAutomotive servicesInsurance services
Credit analytics anddecision support
softwareFraud solutions
Data and data managementResearch services
Digital servicesBusiness strategies
Consumer direct servicesLead generation
Experian, a $4.7 billion (USD) information solutions provider listed on the London Stock Exchange
Experian Overview
444©2014 Experian Inc. All rights reserved.
Experian Public.
Target Engage Convert
About Experian & Marketing Services
Experian is the leader in global
information services
17,000 employees in 40 countries
servicing over 100,000 clients
Marketing Services - Sales of US $1
billion
Marketing Services - CheetahMail, MIS, Mosaic, Simmons,
QAS, Hitwise
Helps marketers through consumer insights, targeting, and cross-channel
marketing
A Selection of the 1,500+ Companies associated with Experian Marketing Services
666©2014 Experian Inc. All rights reserved.
Experian Public.
Experian Hitwise
Experian Hitwise is the leading competitive intelligence service, giving marketers a competitive advantage when planning, monitoring and measuring marketing campaigns
Leverages partnerships with multiple ISPs and Opt-In Panels to monitor consumer behaviour as they visit online websites – every day
25 million Internet users (10m in the US) ► The largest sample measured every day
1,000,000+ online businesses
160+ industry categories
Methodology and data audited by PricewaterhouseCoopers
777©2014 Experian Inc. All rights reserved.
Experian Public.
Marketing CampaignsThe challenge to target the right audience segments
888©2014 Experian Inc. All rights reserved.
Experian Public.
Audience Segmentation
Consumer Insights through the world’s largest sample of Internet users
999©2014 Experian Inc. All rights reserved.
Experian Public.
► Target and profile segments that present the best opportunity for growth now and in the future Audience Segmentation
► Engage consumers with compelling messaging, media mix and timing
► Convert more visitors having attracted more qualified audience
Target, Engage, Convert
101010©2014 Experian Inc. All rights reserved.
Experian Public.
Identify and Profile Your
Best CustomerFind More of
Them
Understand Everything
You Can about them
Getting your Target audience in sight
111111©2014 Experian Inc. All rights reserved.
Experian Public.
Segmentation – Multiple layered data matching
Custom segmentation, demographics and lifestyle analysis
Identify and interact with your audience
121212©2014 Experian Inc. All rights reserved.
Experian Public.
Hitwise – Big Data Technology
131313©2014 Experian Inc. All rights reserved.
Experian Public.
What it takes to maintain world's largest sample of online consumer behavior
Infrastructure
• 1000+ Cores• 7TB+ RAM• 850TB+ Storage
Hadoop Cluster
• 60TB in Hadoop• 24 billion rows in largest table• 190 billion row Data Mart
Processed output per
day
• 4 TB data• 6 billion URLs• 400 million domains
141414©2014 Experian Inc. All rights reserved.
Experian Public.
Data w
areho
use
Presen
tation
Data P
rocessin
g
Latest Technologies Stack
151515©2014 Experian Inc. All rights reserved.
Experian Public.
Benefits of Hadoop
• Cluster setup and scalable.
• Parallel processing.
• Output is platform independent.
161616©2014 Experian Inc. All rights reserved.
Experian Public.
Benefits of Greenplum
• Cluster setup and scalable.
• Parallel processing.
• Data is partitioned.
• Schema is OLAP friendly.
171717©2014 Experian Inc. All rights reserved.
Experian Public.
Why Tableau
• Cluster setup
• Drag and drop
• No programming required
• In-memory database
• Tons of stunning visualization
181818©2014 Experian Inc. All rights reserved.
Experian Public.
Gartner Magic Quadrant for BI Platform 2014
• Leader in "Ability to Execute".
• Tableau is easy to use and fast to deploy business intelligence software that virtually anyone can use.
• People easily create and share reports, dashboards and visualizations all within the dictates and protocols of IT.
• Tableau content is even automatically optimized for mobile users.
191919©2014 Experian Inc. All rights reserved.
Experian Public.
Good Stuff for technology stack
• Scalable
• Better performance
• Speed to market
• Support Services
202020©2014 Experian Inc. All rights reserved.
Experian Public.
Hitwise Consumer InsightsCase Study
212121©2014 Experian Inc. All rights reserved.
Experian Public.
Example 1
Online Travel Agency:
The client was interested in identifying travel preferences and needs of three customer segments. Aim was to then design bespoke
targeting messages that would cater to each segment’s individual requirements and liking.
Hitwise Case Study 1Insights Driven Marketing Messages
222222©2014 Experian Inc. All rights reserved.
Experian Public.
Segment DefinitionsIdentify high value segments using first party data and find lookalikes
These three segments were defined within Hitwise data warehouse and their behaviour was analysed against average online UK population (i.e. everyone in the sample)
Group O
Group B
Group A
232323©2014 Experian Inc. All rights reserved.
Experian Public.
Group A• Domestic
• London• Edinburgh• Glasgow
• International• Paris• Dubai• Barcelona• Rome• Venice
Group B• Domestic
• Manchester• York• Edinburgh
• International• France• Spain• Italy• Dubai• Australia
Group O• Domestic
• London• Edinburgh• Glasgow
• International• Paris• Amsterdam• Dubai• Berlin• Singapore
DestinationsUnderstand popular destinations searched by each Group
242424©2014 Experian Inc. All rights reserved.
Experian Public.
Travel Searches – SummaryIdentify specialised travel needs and travel themes
Group A Group B Group O
luxury
restaurant
family
flights
hotels
deal
holidays
all inclusive
cheap
Likelihood of searching for specific travel related themes
Less Likely
More Likely
252525©2014 Experian Inc. All rights reserved.
Experian Public.
Bespoke Email Illustration Designed for Group BDesign personalized communication
Destinations
Keywords
Keywords
262626©2014 Experian Inc. All rights reserved.
Experian Public.
Example 2
Photo Products Company:
The client was interested in understanding differences in behaviours of frequent and infrequent visitors to its own website. It also wanted to
compare these two groups against those who visit competitors but don’t visit client's website. Analysis was done for multiple markets
Hitwise Case Study 2Insights Driven Product Strategy
272727©2014 Experian Inc. All rights reserved.
Experian Public.
Excluding
Segment Definitions
Infrequent Visitors
Exclusive Competitor Visitors
Visitors to competitor websites
1 or 2 visits to Client’s website
3 or more visits to Client’s website
Frequent Visitors
1
2
3
These three segments were defined within Hitwise data warehouse and their behaviour was analysed against average online UK population (i.e. everyone in the sample)
Visitors to Client’s Website
Competitor
Websites
Client’s Website
282828©2014 Experian Inc. All rights reserved.
Experian Public.
Product Popularity - UK
Exclusive Competitors Visitors
Infrequent Visitors
Frequent Visitors
30%
28%
28%
11%
15%
16%
15%
14%
15%
5%
6%
7%
2%
7%
6%
9%
6%
6%
6%
5%
4%
8%
4%
4%
5%
3%
2%
8%
12%
12%
CalendarsT-Shirt PrintingPhoto Books
Photo Phone Case Invitations
Photo Cards Business Cards
MugsCards
Other
Share of product related searches that drive traffic to the Competitive Set
Calendars are the most searched for
products by all three audience segments
– about 3 in 10 product searches are
calendar related
Photo cards are more popular for both
frequent and infrequent Client website
visitors but not so for the exclusive
competitor visitors
Photo books are more popular for
both Client segments than exclusive
competitor visitors
Exclusive competitor visitors are about
twice as likely to search for Business
Cards and T-Shirt Printing than the two
Client website visitor segments
Photo Phone Cases are 1.5 times more
popular amongst the exclusive competitor
visitors than the two Client website visitor
segments
292929©2014 Experian Inc. All rights reserved.
Experian Public.
Exclusive Competitors Visitors
Infrequent Visitors
Frequent Visitors
4%
18%
28%
23%
20%
27%
17%
15%
9%
3%
7%
8%
15%
5%
6%
1%
2%
3%
11%
5%
2%
5%
7%
2%
12%
5%
2%
9%
15%
12%
Product Popularity - US
Photo Phone Case
Business Cards
Share of product related searches that drive traffic to the Competitive Set
Photo Cards
Photo Books
Calendars T Shirt Printing
InvitationsCards Gift & Presents
Other
Photo cards and cards are the most
searched for products by Client website
visitors - frequent visitors are more likely
to search for these than infrequent visitors
Calendars are more popular for both
Client segments than those who visit
competitor websites but don’t visit Client
website at all
Photo Phone Cases are 6x and 2.5x more
popular amongst the exclusive competitor
visitors than frequent and infrequent
visitors respectively
Exclusive competitor visitors are more
than twice as likely to search for T-Shirt
Printing and Business Cards than the two
Client website visitor segments (similar to
UK))
Invitations are about twice as popular
within the infrequent and exclusive
competitor visitors than the frequent
visitors
303030©2014 Experian Inc. All rights reserved.
Experian Public.
Insights Driven Product Strategy
Photo books are more popular within Client visitors than Exclusive Competitor Visitors in all three markets. However, US is a completely different market as photo books are not as popular in general.
Photo Phone Cases, T-Shirt Printing and Business Cards are more popular amongst the exclusive competitor visitors than the two Client visitor segments - potential product gaps (common theme across both markets).
313131©2014 Experian Inc. All rights reserved.
Experian Public.
Regional Distribution of Frequent Visitors Frequent visitors are more likely to be found on East coast of US
Frequent Visitors
323232©2014 Experian Inc. All rights reserved.
Experian Public.
Big Data Practice – Closing Remarks
• Start with the problem that needs to be solved / outcome that needs to be achieved
Start with a problem
• It’s not only about data size and speedFocus on solution
• Big Data does not mean all data needs to be stored in one place onlyDistributed data
• Start with simple solution design and be ready to scale the design when neededBe agile
• Without proper processing and interpretation talents, Big Data is just taking up spaceActionable insights
333333©2014 Experian Inc. All rights reserved.
Experian Public. 33
Questions?