Digital marketing analytics – the power to know your customer

© Kognitio, Inc. 2013 All Rights Reserved

Digital Marketing Analytics –The power to know your customer

Nigel Sanctuary

@Kognitio

Digital Marketing Analytics Discussion: #DigiMkt

© Kognitio, Inc. 2013 All Rights Reserved

@Kognitio #DigiMkt© Kognitio, Inc. 2013 All Rights Reserved

We are in the midst of an industrial revolution


The basic evidence

68% of companies will increase their data-driven marketing spend in 2013 Web analytics far exceeds social

media interaction as the best source for understanding your customer!


A very limited view of Digital Marketing Analytics


The growth arena…

Humble thanks to Adobe, b2bMarketing & Retail Credit

Association


The breadth of Digital Marketing Analytics

Competitive Actions

Sales Activities

New Product releases

Competitor Promotions

Competitor advertising

Season

Market Conditions

Fuel Prices

Unemployment rates

Other economic factors

Consumer Confidence

Attribution

OptimisationAllocation

1 2 3

Business Outcomes

Consumer Response

SearchOnline ChatterStore VisitsPurchasing

Unit SalesRevenueMarginsMarket ShareShare of VoiceCustomer Lifetime Value

Marketing Actions

Print Ads

Direct Mail

RadioNative content

Social Media

Paid searchOnline display

Mobile Apps

Cinema

PR

Earned Media

Pricing

Promotions

Customer service

Television Ads


A shift in scope LOB Marketing Executive/“Customer Retention” : Needing a solution Data Analysts: Needing a Platform Digital Marketing Analysts: Needing a Platform Brand/Merchandising Executive: Needing a solution Retail Demand Planning Executive

SOCIAL MEDIALikes

Sentiment

ADVERTISINGOn-line

PrintOutdoor

…

WEB TRAFFICPage Clicks

Audience overview

Segmentation

reports

CONVERSIONSOffersLoyalty

Subscription

IN-STOREDisplay

Cross-sellUp-sell

SALESeCommerce

PoS…

• LOB Solutions analytical teams• Marketing Analyst Boutiques• Media Buying Agency

WEB Journey

Integrated journeys

Digital Marketing AnalyticsTypical user community


Some views worth agreeing with

Predictive modelling, data-driven segmentation, regression and correlation are unavailable in off-the-shelf Web analytics tools. (Gary Angel, Semphonic)

A benchmark for you: If you are not spending 30% of your time in 2013 with data, Ms./Mr. Marketer, you'll fail to achieve professional success. (Avinash Kaushik, Occam’s Razor)


Tagging v monitoring where does the data come from now?

Tag Script Line = X

X XX

X

X

X X

X


Additional Data Source Collection

Datasift/TOPSY/GNIP: Source of social media

Augmenting: DataOpinionLab

PC Fingerprinting: IMI

Interaction Monitoring: Celebrus(Speedtrap), ClickTale


This means….


Operational Data Store

Computer/ Telephony Integration

Automated Call Delivery

Interactive Voice Response

PSTN

Analytical Data Platform

Analysis Application

Operational Data staging

Campaign Management

DecisionEngine

RiskManagement/

Decisions

Product systems

Other op’s Systems

AgentPlatform/

Co-browsing

MarketingAnalysis/Decisions

Customer

Telephoneoutbound campaigns

OperationalReporting

Branch

Data

Campaign Data

Campaign

Mail

Scores

Customer/event flags

Contact centreBusiness

Intelligence Reporting

Campaign

Transactional database

Analytical Database

Operational database

Delivery Environment

Web

Con

tent

Cookies

Tags

Transactional Database

Data

DataData

Data

Data

Data

…data collection challenges


…Integration Challenges

Marketing Actions

Print Ads

Direct Mail

RadioNative content

Social Media

Paid searchOnline display

Mobile Apps

Cinema

PR

Earned Media

Pricing

Promotions

Customer service

Season

Market Conditions

Fuel Prices

Unemployment rates

Other economic factors

Consumer Confidence

Television Ads

Competitive Actions

Sales Activities

New Product releases

Competitor Promotions

Competitor advertising


…and analytical processing challengesDefine Goal

Select data

Prepare data

Select and Transform variables

Process models

Validate model

Source: Olivia Parr Rud: Data Mining Cookbook (p5 fig. 1.1 steps for successful target modelling)

Implement Model

Deploy in Business


The solution in integration and acceleration

Analytical Skills

Broad & Deep Data

Accessibility to Data

Connectivity to Business Process

Analytical and Data processing Productivity Enablers

Investigative Power

Accessibility to Creative Curiosity



Analysis Server

Case Study: (Not Nike, but just as big)

MPP Analytical

Data Platform

MPP Analytical

Data Platform

Collection Server


Complaints

CRM

Shipping

IVR

Digital environment

Web ServerCRM

ACD

A Single Customer Leaves a big footprint

Campaign Server


Integrated Collection and processing

Client

Contact Centre

Production

Marketing

Distribution

Service Support

Leadership Team

Account Management

Complaints

CRM

Shipping

IVRWeb Server

CRMACD

Customer Contact Analytical Platform

Ingestion

Model, investigate, report

Consolidated

Co-ordinated

Consistent

Disparate

Analyst

Discordant

Damaging

Predict, trigger, optimise

Report, Serve Data, Insight

Model, Predict, Optimise

Evaluate, Assess Options

Model, Predict, Optimise

Predict Resource, Buy, Plan

Plan, Insight


What is the way around• Use the technologies developed for Big Data

• The technologies designed for high performance integration

• The platforms for industrial strength analytics: MPP


Enabling concepts


Digital Marketing needs Granularity


The ability to manage detail is the difference between Basic v Sophisticated


Technology has extended capacity to allow this inexpensively


The enemy

Process Steps Limited Capacity


In Memory MPP is an enabler

Data

Queries

CPUs

CPUs

CPUs

CPUs

Every core working on every query

Data equally distributed across the servers

In memory Massively Parallel Processing

Server 1

Server 2

Server 3

Server 4

Designed specifically for complex analytics


Remove process steps, parallelise analytical code

Lots of processing cores & RAM

Res

ults

onl

y

Processing time

Script building and presentation only


A sample Kognitio Cloud Center of Decision Intelligence

Enterprise DataWarehouse

OperationalData Stores

KognitioStorage

Application Reporting

Hadoop Clusters

Near-lineStorage

(optional)

Campaign Management

Web Management

Promotions

Loyalty Management

$

Promotion Management

WorkforceManagement

ModelVisualiseSee

Score

Manage

E-mail/Social mediaLoyalty points bonuses

EP

OS

Connections

EP

OS

C

onnections

Operational Data

Operational D

ata

Status

CategoryManagement

Famous Store


Summary• We are producing and collecting digital marketing data• We must not limit our scope to monitor and support the

customer opportunities• We have the technology to control and store the data that

truly reflects customer behavior• Let’s not be tempted to silo the analysis of the impact of our

marketing• Regain control of the data• Increase the breadth of analysis• Increase the productivity of analysis

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Date post:	12-May-2015
Category:	Technology
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