Post on 15-Aug-2015
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Big Data and Beyond Ma# Rogers
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Data = opportunity
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Right data = opportunity
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Know what you want to know.
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What happens when you know what you want to know?
Let’s go…beyond.
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Not me
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Voyager 1
RF antenna
UV spectrometer
Infrared spectrometer
Plasma analyzer
Cosmic ray detector
…bunch of other stuff, and…
Triaxial Fluxgate Magnetometer
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What you watch What you search/browse for (but don’t watch)
When you rewind or fast-forward Where you pause (and how long)
What device you’re using
TVs, DVD players, Blu-ray players, iPhone, Android phones, tablets, Xbox, Playstation, Wii, Roku, Apple TV, TiVo …all have a Netflix app.
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Point Defiance Zoo
• Goal: Increase memberships • Changed how they track ticket sales
online to collect better data — time of day, device, ZIP code
• Better targeted marketing
• $4,000 initial investment = $60,000 in membership sales
• 771% increase in ticket/membership sales, setting records for two consecutive years
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On average, marketers depend on data for just
11% of all customer-related decisions
(CEB; Harvard Business Review)
Currently: Feelings, guts, guesses Next: +Data-driven decisions
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Number of key data sources
Four+ (74%)
Two (5%) One (4%)
74% of companies need to combine data from four or more sources to effectively run their business.
Three (12%)
ClearStory Data 2011
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The state of business data
Disconnected, in silos Different formats Not “clean” In spreadsheets
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Manual data processing = manual clothes washing
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Today: user behavior.
Every interactive experience is an opportunity to learn about our users.
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Engineer it smarter from the beginning
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Example
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Goals • Sell more tickets with less marketing expense • Sell memberships
What do you want to know? • When people prefer to visit • When they’re likely to make buying decisions • What platform they buy from • Where they’re located • Which exhibits they visit
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Web site
Download app
Purchase tickets
Enter museum
Visit exhibits
Time of day
Device they use
Location
When they buy
When they visit
Path through museum
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Segments of users
• Buy tickets via mobile phone
• Visit on rainy days
• Only come when there’s a new exhibit
Insights like…
• Visitors from 46060 buy 4+ tickets at a time and
only come on weekends
• Visitors who install the app visit 1.8x as much
as those who don’t, and ignore your emails
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Include data collection in the planning process
Be attentive to how data will combine across platforms
Know what you want to know
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Thank you.