www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge
Digital Marketing Analytics
with a Competitive Edge
Margaret Dawson, CMO, Rival IQ@seattledawson
Why the CIO & CMO
Must Come Together over Big Data
December 10, 2014
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It’s the new shiny penny
What is Big Data?
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Amazon.com has been doing big data work since 1998
Well . . . it’s Not Completely New
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Digital Data Growth is Huge. . .
➡ 50 Zettabytes of digitally stored data by 2020
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But It Isn’t Necessarily MASSIVE
➡ Big data is relative
➡ It’s not so much the size
but what you need to do
with it
➡ And the time required to
process it
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But . . .It IS all about
the DATA, right?
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Yes . . . All Kinds of Data
Structured
Unstructured
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c
Sometimes It’s Not the “Data” Itself
“one person’s data is another person’s metadata”
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Gartner’s 3 V’s of Big Data. . .
Volume
Velocity
Variety
Source: Gartner 1212
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Isn’t Big Data Just
BI on Steroids?
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BIG Difference between BI & Big Data
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Data Subsets
Historical
Structured Data
Single Source or Application
Static
Private Data
Data growth as a burden to
manage
ALL Data & Meta Data
Near Real-time
Structured & Unstructured
Multiple sources / Apps
Dynamic
Private & Public
Data as a new source of
competitive opportunity
Partial Source: Stuart Miniman, Wikibon, Senior Analyst 14
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Official Definition
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➡ McKinsey: “Datasets whose size is beyond the ability of typical database software tools to capture, store, manage and analyze”
➡ I would add . . .That requires massively parallel and/or distributed software (systems) running on tens, hundreds, or even thousands of servers (clouds)”
Source: McKinsey Global Institute: Big data: the next frontier for innovation, competition and productivity
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Who Owns Big Data?
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➡CIO?
➡Security Officer?
➡Network Admin?
➡CMO?
➡CFO?
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Digital Marketing Analytics
with a Competitive Edge
By 2017, the Chief Marketing Officer (CMO) will manage a bigger IT budget
than the Chief Information Officer (CIO).
Source: Gartner Inc.
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The Truth? The CMO needs IT’s help
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It’s Time to Bridge the Gap
CMO
CIO
• Security & Compliance
• Release management
• Social media
• Lead generation
• Revenue
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What is the CMO Facing?
Data overload
Multiple digital channels
Too many tools & solutions
Pressure to impact business
New skill set requirements – more
technical and analytical
Must have a clear database and
analytics strategy
Data management and analysis a
huge concern
What is the CIO Facing?
Data overload
Complex multi-vendor infrastructure
Too many rogue clouds & IT solutions
Pressure to impact business
New skill set requirements – more
business savvy
Must have a clear big data & cloud
strategy
Data management and security a huge
concern
The two have more in common than they realize
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Digital Marketing Analytics
with a Competitive Edge
9 Steps to CMO / CIO Success with Big Data
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1. Start with Business Outcome Goals
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2. Create a Joint Big Data Plan
What are all the sources of data?
What intelligence do we need?
What are our security
requirements? 25
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4. Jointly Evaluate Vendors / Solutions
What does CMO own? What does CIO own?
Solution requirements Technical requirements
Data sources Data security
Ease of use Integration
Solution management API management
Data analysis Data aggregation
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Example Big Data Technologies & Solutions
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5. Shut down insecure big data & cloud solutions
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Set clear policies and stick to them
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6. Hire people with the right skills
• Data Scientists
• Business Analysts
• DBA’s
• UX/UI experts
• Digital Media
strategists
• Content writers
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7. Create a growth hacker culture
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9. Watch Out for Big Data “Gotchas”
• Cost
• Management
• Design / Architecture
• Storage
• Visualization
• Integration
• Security
• Legal Ramifications
• Data Privacy laws
• Compliance regulations
• Security breaches
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How can this make YOU successful?
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www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge
Digital Marketing Analytics
with a Competitive Edge
Thank You
@seattledawson
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