Mike Sherman Festival of NewMR 2017

BigConsumerData,thePromise,theOverpromise,theOpportunityMikeSherman

Presenta:oncopyrightbelongstoPresenter&NewMR–foruseotherthansharinginen:rety,contactMikeSherman

Festival of #NewMR 2017

BigConsumerData:thePromise,theOverpromise,

theOpportunity

MikeSherman

Marke:ng,BigConsumerDataandInsightsExpert




Irrelevantandpoorlypersonalized…




…despitecollec=ngextensivedata




Gartner Hype Cycle for Emerging Technologies, 2014

Source: Gartner (August 2014) BigData:Overhyped?




Data(the3V’s:Volume,Variety,Velocity):Solved*

MobilePhoneExample² BillingData² CDRs(calldatarecords)² SMS(Texts)² Apps² URLs² Loca:on² Sensors,e.g.accelerometer,gyroscope² Non-Networkdata,e.g.Contacts,Calendar

*TheFourthV:Veracity,maybes:llanissue?




Source:BertrandChen,ATradersPragma:cViewonBigData,April13,2016




Personalized,RelevantDirectMailForEachSeason




BigDataExampleLeveragingLoca=onPaLerns

Single-point loca.on informa.on § Messy and some.mes inaccurate § Less meaningful - we can’t tell if a person is passing by or visi.ng the place, why, or if he/she is likely to visit again § Limited adver.sing opportuni.es

Regular socializers

Late night shoppers

Frequent biz travelers

Holiday makers

High mileage drivers

Brand preferences

Mul.-point loca.on paAerns § Stable repeated behavior § Allows for predic.on of future behaviour and des.na.ons § Premium adver.sing opportuni.es

“Here and now”

to

“Who”




FailedPersonaliza=on:SellingGastoaBusRider?




FailedPersonaliza=on:SellingFlightsMonthsTooLate?




FailedPersonaliza=on:Irrita=onAPerMakingTheSale




AudioExample:Spo=fy

hZps://www.youtube.com/embed/4vYQby_hDDU




Solu=on

•  ConsumerDataMall

•  Integrators/Translators

• MathmenandMadmen




MARKETERSConsumerDataMall

CONSUMERS Answers

Feedback

RelevantPersonalizedOffers/Communica=ons

•  Dialogue,notMonologue•  Win-Win

•  Service,notsales•  Opt-inandengaged,notannoyance

Data

•  Sales•  Effec:venessandEfficiency

Offers

Scores

Ques=ons

TheConsumerDataMall




Issue:Communica=onGap

αιτήματοςΑνάλυση ΈξοδοςΑνάλυση

정보 요구 정보 가 필요합니다

??????

EndUsers/SeniorManagement

Data,IT,DataScien:sts




Translator/IntegratorRole

EndUsers/SeniorManagement

(AnalysisRequest) (AnalysisOutput)

Translator/Integrator(Informa:onneeds) (Informa:onrequired)

αιτήματοςΑνάλυση ΈξοδοςΑνάλυση

정보 요구 정보 가 필요합니다

Data,IT,DataScien:sts




MathmenandMadmenRequired




Source:GevngDigitalRight,2016;MillwardBrownDigital

ResearchersConfidenceAboutUsingBigDataGrowing




ResearchOpportuni=esBigConsumerDataandTradi:onalConsumerResearcharenotseparatesilos:theyarebothaboutunderstandingandinfluencingcustomerbehaviour.So:1. Toresearchers:stopaskingpeoplewhattheydid,theydon’tremember(accurately).Usetheirdatatounderstandtheirbehaviours.

2. Todatascien:sts:stopassumingthedatatellsall.Startaskingpeople“Why”.




Execu=veSummaryDespiteitspromise,BigConsumerDataisunderdelivering,crea:nggrowing?consumerfrustra:on.Changingcourserequiresaconsumerdatamall(CDM),data/marke:ngtranslatorsandmoredataliterateMadmen.• PeopledonotperceiveBigConsumerDataasdeliveringpersonalized,relevantcommunica:ons.Whilesomegoodexamplesexist,e.g.Tesco,therearemanymorebadexamples.• Opportuni:estodobeZerinvolvecrea:ngaconsumerdatamall,developingmoretranslatorsandleveragingmoreMadmen.

• Researcherscancontributebyfocusingon“Why@ques:onswhiledeferringtobehavioraldataratherthanasking“What”and“Who”ques:ons.




ThankYou!

[email protected]




Q&A

MikeShermanMarke:ng,

BigConsumerDataandInsightsExpert

SueYorkTheHandbookofMobile

MarketResearch




Appendix




ITishelping




BigData:Overhyped!




PrivacyNotTheIssue,RelevanceIs

Relevant ads welcomed by newsbrand smartphone readers 30 September 2015 | By Jane Bainbridge UK — Newsbrand readers using mobile devices are happy to receive non-disruptive, relevant and engaging mobile ads according to a study from Newsworks and YouGov.Blogging research conducted by Lieberman Research Worldwide, which was commissioned by Newsworks in parallel to the YouGov study, found that readers notice and enjoy seeing tailored ads on their smartphones and click on them regularly. They are more receptive when ads are streamlined and non-invasive to news content. Ads that are interactive, personalised and seamlessly integrated into the conversations which mobile readers are already having are particularly effective. In comparison, users reject and filter out ads which disrupt their experience.




When big data meets big brotherChina is known for its “Great Firewall” for online surveillance, and the nation has decided to take it further – tapping data technology to develop a “social credit system” in which it monitors each individual citizen and collates information about their day-to-day lives. According toIndependent, the Communist Party wants to encourage good behaviour by marking all its people using online data. In this world, anything from defaulting on a loan to criticising the ruling party, from running a red light to failing to care for your parents properly, could cause you to lose points.

Each person is given a numerical “score” that could determine whether they qualify for financial loans down to getting a nicer room in a hotel or a better table at a restaurant.

• Thegovernmenthasn’tannouncedhowtheplanwillwork—forexample,howscoreswillbecompiledandquali:esweightedagainstoneanother.Buttheideaisthatgoodbehaviourwillberewardedandbadbehaviourpunished,withthepartyac:ngastheul:matejudge.

• However,it’sbelievedthatthiscreditsystemisbothpublicandmandatory,andverylikelyhasnooptout.

• ChinesebillionaireJackMahasweighedinonthemaZerandurgedChineseofficialstousebigdatatostopwould-becriminals.

Source:Marke:ngInterac:ve,October26,2016

Mike Sherman Festival of NewMR 2017

Education

Transcript of Mike Sherman Festival of NewMR 2017