Image source: www.flickr.com/photos/beatkueng/5182116596/

90% of the data in the world today was created in the last two years.Source: From Defensible Disposal: You Can't Keep All Your Data Forever, Forbes, 7/17/2012

Data is Now Everywhere

Big Data helps you

predict the

future…

The Big Impact of Big Data “Hiding within those mounds of data is knowledge

that could change the life of a patient, or change the world.” Atul Butte, Stanford

Information is the oil of the 21st century, and analytics is the combustion engine,” Peter Sondergaard, Senior Vice President, Gartner

“War is 90% information.” Napoleon Bonaparte

“Without big data analytics, companies are blind and deaf, wandering out onto the web like deer on a freeway.” Geoffrey Moore, author and consultant.

Multiple Big Data Priorities

Source: TechRepublic/ZDNet

Investments Across Industries

80% of information is unstructured, but only 35% of companies currently tap into this.

Know Your Customers (1) "Big Data will spell

the death of customer segmentation and force the marketer to understand each customer as an individual within 18 months or risk being left in the dust” Ginni Rometty, CEO,

IBM

Customer segmentation is dead, - its now a market of ones.

You have to become like the NSA to stay safe and in business.

Every customer wants to be unique – it’s all about me!

Know Your Customers (2)

Gather data from social media

Encourage customers to use Facebook authentication to login to your system.

Try to get permission to capture user profile, friend list, email address, work history, education history, hometown, current city, and likes.

Gather customer insights based on location (region, country, etc.) preferences (customer profile, communication, etc.) and behavior (click-throughs, website navigation, registrations, content, Likes, etc.)

Gather Customer Insight

Big Data OpportunitiesSome use cases: Understand the Customer Journey

Identify what it actually takes for customers to buy your product

Recommend Products Use customer data to predict which products to

recommend Improve Search Results

Provide real-time meaningful search results Predict Customers Leaving

Identify why customer don’t renew their subscription

Understand the Customer Journey

A good Marketing Automation solution integrated with a CRM solution will identify what multi-touch marketing programs that actually gets you new customers.

It’s not just where customers came from, but what a potential buyer do before buying your product, e.g. download a free whitepaper, visit your website, attend a free webinar, talked to a sales rep.

This allows you to document your demand waterfall with metrics for each step.

Source: Sirius DecisionsGrow revenues by improving your marketing and sales

Improve Search Results Orbitz uses Hadoop to

store and process non-transactional big data, e.g. web searches.

They use it to optimize hotel search and provide recommendations.

As an example, they found that Mac users are willing to spend 30% more on hotels than PC users.

Mac users are therefore presented with pricier hotels first in the list, which increases Orbitz revenues.

Orbitz grew revenues by tuning search results - What could this be for your company?

Recommend Products Use customer

insight to recommend relevant products Frequently

bought together Customer who

bought this item also bought…Amazon says 35 percent of product

sales result from recommendations - What could this be for your company?

Predict Customers Leaving By combining mass customer

history data and analyzing customer transactions and interactions, T-Mobile could extract the behavior of the customer before they switched to another operator.

This allowed T-Mobile engage customers before they cancelled their subscription.

In the first quarter of 2011, T-Mobile halved its churn rate in the United States.

An annual churn rate of 50% implies an average customer life of 2 years. Improving this by 50% would be an annual churn rate of 25%, which is an average customer life of 4 years. - What could this be for your company?

Get Help Identifying Opportunities

Join the AIIM Community AIIM is the global community

for information professionals Founded in 1943 80,000 active community members

We do research and task forces analyzing trends and opportunities Forbes Magazine called our research

with author Geoffrey Moore the "Best social media idea of 2011”

AIIM published the 2014 eBook “Information Chaos vs. Information Opportunity” – with 34 steps users need to take

AIIM is a also leading provider of training and standards www.aiim.org