Big Data

DATA DOUBLES EVERY 18 MONTHS / 24 MONTHS

Data
Reading Data:
I Terabyte :
Hard Disk : 100 MB per second
160
Data Increasing Why ?
Transactional Systems : Burgeoning volumes of transactional data
around customers, suppliers, partners, employees, operations
IoT / Millions of Networked Sensors .
Digital Exhaust data generated as a byproduct of other activities
Web 2.0
Multimedia
.
US Library of Congress
600 + MUSD Budget
3000 + Employees
Walmart
Database Size : 2.5 Petabytes
167 times that of US Library of Congress
Data
Difficulties in capture,storage, search, sharing,
transfer, analysis and visualization.
Is much beyond Relational Databases
Data : Analogue Data is out, Digital is in.
Unstructured Data
Big Data
Refers to datasets whose size is beyond the
ability of typical database software tools to
capture, store, manage and analyze.
As technology improves the size of data sets that can
be tackled also increase
We do not define it as these many TB etc.
Size of dataset can vary by the industry depending
upon the Industry (nature of data, speed of data etc.)
Big Data Distributed Computing
Storage is a smaller challenge
as compared to reading and
crunching data 4 / 40
Big Data - Distributed File System
Physically at different place
but logically look like at
one place.
Big Data - Hadoop
Hadoop is a
framework that
allows for
distributed
processing of
large data sets
across clusters of
commodity
computers using
a simple
programming
model.
Human Genome Project : 10 years / 1
week.
Big Data
3Vs
V : Volume
Volume of Data
V : Variety
Range of Data and Data Sources
Data, Voice, Videos, Structured Data / Unstructured Data etc.
V : Velocity
Speed of Data
IoT , Digital Trace,
Additional Vs
V : Veracity
Truthfulness and Quality of Data
V : Value
Value that data brings
Big Data Competing on Analytics
Next frontier for innovation, competition
and productivity.
Gives Competitive Advantage.
Benefits Companies and Nations alike.
Traditional users of data driven analytics
stocks, bonds, currencies, commodities.
Predictive Analysis and Optimizations
Big Data Retail
Predicting What Will sell and How Much
Combine Enterprise Data with
Web Browsing Patterns
Social Media Sentiment
Industry Advertisement Buy
Predicting Areas where demand will be greatest
Customer Transactions
Shopping Patterns
Local Buzz
Demographic Data
Research Data
Deliver the Right Number to the right Channel
On Line your website, 3
rd
party website
Off Line ..
Advertisement Spend
Where
When
Price Optimization
Customer Demand
Competitive Prices
Synchronize Supply Chain
Customer Demand
Competitor Activity
Inventory
Your Price
Pinpoint Customer Who Will Buy
Social Media
Browsing Patterns
Customer Loyalty Data
Purchase History
Gaming Forums
Demographics
Contacting Them Right
Emails
Text messages
Social Channels
When they are close to you / walking In
Other Likely Purchase
Online browsing
Social Media
Purchase trends
Forums and reviews
Promote
Make the right Promotional Pitch
Bundle with the other likely Purchase
Potential to
Increase Margins by
60 %
Big Data
Creates Visibility
Enables Experimentation
Segmenting Populations
Replacing Human Decision Making
Innovating Products, Services
Application Areas:
Customers
Supply Chains
Cost Management
R & D / New Product Development
Strategic Planning
Human Resources
Co Value Creation
Walmart
Macy and real Time Pricing
Morton Steakhouse and Brand
Tesco and Performance
Efficiency
SmartGrid
Healthcare
LHC / CERN
Big Data
Forrester Wave
Big Data Predictive Analytical
Solutions Q1 2013
Digital Marketing made possible
because of Big Data
Digital Marketing Refer Earlier Class
Digital Media
Radio, TV, Internet, E mails, Social Media, SMS, Mobile .
More and more internet based marketing Radio / TV also
going over Internet.
Listen, Engage, Build .
Digital Data getting generated + Data Crunching Capabilities
Annexure (Earlier Class)
The IMRB report
Etc
Internet Marketing
Internet Advertising :
Globally 100 BUSD (Varies on
Source!)
India :
Total Ad Spend of GDP 0.3 % ?
Digital Spend : 7 % of Ad Spend
and is growing as a percentage
every year.
Internet Marketing
Internet Marketing
Internet Marketing - Trends
Internet Marketing Industry wise
Internet Marketing - Conversions
Why Internet Advertisement
Traditional Advertisement
TV, Radio
Newspapers, Magazines
Billboards, Hoardings etc
Internet Advertisement
Picking Up
Internet as a medium is picking up
TV, Radio, Newspapers etc are moving to Internet.
Mobiles and Internet
Internet Users are generally affluent, educated with higher
incomes.
Internet penetration is increasing
..
Advantages of Internet Advertising
Precise Targeting
Rich Format
Grabs Attention, Text + Audio + Video, Graphics
Addresses temporal elements better
Location Specific
Convenient linking between Advertisement and
Storefront / Purchase Action
Digital Branding / Internet is a elitist medium
.
Disadvantages of Internet Advertising
People have started conveniently ignoring it
Can be a nuisance if it obstructs what a person is
reading
Privacy Issues
Click Fraud
Consume Marketing Budgets
Mislead Competition
Measuring Effectiveness
.
Mass Marketing, 1-1 Marketing
Mass Marketing
More like Newspaper ad splashed across the front page
Roadblock Approach run the ad on all TV channel at
the same time
Place concurrent ads on all leading Portals, Search
Engines, Top Alexa Ranked websites .
Market Segmentation
For a segment www.indiaparenting.com, 99acres.com
One to One Marketing
Where the Internet has advantage over other mediums
Alexa Ranking
Behavioral Advertisements
Matching of Advertisement to a individual & his preferences.
User Profiles created (Demographics, preferences etc.)
Based on collection online information on individuals using
cookies, registration information on affiliated sites etc.
Capturing Behavioral Data
Cookies
Deposited when user visits a web site.
Logs activity of User even when not connected to Website
Next visit to Website, cookie helps customize ads / personalize
website etc depending upon the activity history
Amazon Welcomes you by name, gives book list
DoubleClick - Develops Dossiers.
Legal and ethical Issues One to One Marketing
Capturing Behavioral Data
Web bugs:
Tiny Graphic files embedded in emails / Webpages
Monitors who is reading E mail / Webpage, time spent etc
Transmits Information
Online E mail campaigns
Spyware
Gets installed on a Computer by piggybacking on a larger
application
Calls out to the Host Website to send ads etc
Can report and log user activities
Keyloggers
Collaborative Filtering
Market research and personalization method that uses customer data
to predict, based on formulas derived from behavioral sciences, what
other product or services a customer may enjoy, predictions can be
extended to other customers with similar profiles.
Not Manual but through software agents
Magnify360.com
..
Also bought
Advertisements that follow you
Website personalization
Deal Customization
E mails personalization
Contextual Advertisements
Ad is linked to the context or the content of the WebPage
getting displayed
Looks for keywords etc.
Page on Education Amity University
E mails are also not spared
Google adsense uses this
..Search Engine Advertisement !
In Text Advertisement
In Image Focus Area
Semantic Advertisement
Makes sense out of the content and then places
Only Keywords can be deceptive
Click Stream Analysis
ClickstreamAnalysis
Where was the visitor before she reached my website?
What webpage did the visitor first access on my website?
What pages did the visitor access on my website? In what sequence?
How much time did the visitor spend on each page?
When and where did the visitor click the "back" button on the web browser?
What items did the visitor add to (or remove from) her shopping cart?
What was the page at which the visitor exited my website?
Read
Click Type
Where should you be putting
advertisements ?
Advertising Network
Advertising Networks or Ad Server Networks
Specialized forms that offer customized
Webadvertising
Central Ad Server to deliver Ads, track, report
views, clicks etc.
Delivery based on
Temporal Element
Geography Elements
Ad restrictions (Alcohol & Country)
SEO / SEM
SEO: Search Engine Optimization
Web Site Optimization so that it gets qualified traffic
Attracting Traffic
On Page SEO
Primary Textual Content of Webpage etc.
Off Page SEO
Optimizing for search rankings without making changes to primary web content
The number of links linking to you
The quality of sites linking to you
Themes of the websites linking to you
SEO Copywriting
Relevant writing with the ecology of expressions related to search term
SEO Keywords
Keyword density etc is passe.
Link Building
Organic SEO / Paid Traffic by Advertisements
Search Engine Marketing
PPC / CPC
Pay Per Click (PPC) / Cost Per Click (CPC)
Adwords, Keywords
Search Network and / or Content Network (Adsesnse)
Bid per Click ,
Higher the CPC bid, higher the ad is placed
Set Daily Limit
Positional Preference or No Display
Cost Per Impression
The fee an advertiser pays for every 1,000 impressions
Click-through rate
The percentage of visitors who are exposed to a banner ad
and click on it
Conversions
The percentage of clickers who actually make a purchase
PPC or CPC Math
Cost per Click (CPC)
Conversion Rate (CR): Say of Visitors make a Purchase
Yield Per Conversion (YPC)
Yield Per Visitor (YPV) = YPC * CR
CPC < YPV
Cost Per Click < Yield Per Visitor
CR as low as .02 - .01 (2% - 1%)
CPC (0.2 USD 1 USD)
Example
CR= Visitor Percentage making a purchase say 2 %
Yield per Conversion 10 USD
Yield per Visitor = 10 *.02 = .2 USD per Visitor i.e. YPV
So CPC should be less than YPV
Social Networking
Viral Marketing
Permission Advertising
Explicit Opt in for receiving advertisements
Mobile Advertisement - aversion
Admediation : Advertisement intermediaries
Running large / focussed campaigns
Server Scales Up
Generate Co-branding Options
Ad Exchanges
Marketplace for need of advertisers to advertise and these
willing to offer advertising space
Doubleclick
AppNexus: Realtime Ads / Instant Ads / Mobile Ads
Advergaming
Social Marketing Advertisement
Demographics Information is a part of it
Preferences etc. in great detail
FB, Orkut etc.
eWOM(electronic Word of Mouth)