2017 = Marketing + Big Data

Introduction

Marketing in 2017 will be driven by 12 factors, according to the marketing insider group. The three that affect data analytics are Data Security, Big Data and Analytics, Mobile and Location-based Marketing, Generation Z, and Artificial Intelligence Marketing. These fields are affected by creating value in data from analyzing the data to the development predictive modeling from user information. The four trends are cross-sectional between marketing departments and data scientists in creating return on value for business. The question that should be asked is why are these fields driving marketing and how does data affect them. [1]

Data privacy

Data privacy and marketing are two worlds that are clashing in the Venn diagram in the way we do business. The availability to access and acquire data in today’s world is like no other time in history for business. On the other hand of this equation is that data heightens vulnerability for the end user, the customer. This creates issues of reduced trust and feelings of violation in certain marketing tactics. The question is, what is the optimal level for marketing in terms of customer’s data?

One case study based on the gossip theory, three studies were done to examine the strong negative responses to disclosure of personal information by “gossipers” or firms. The first test dealt on perceptions of data access through multiple experiments. The second test dealt with data breaches and the customer’s reaction to perceived data vulnerability. The final study was on testing four types of vulnerability with real customers and companies. Across all three studies there was increased loss of trust with companies that had more access to data. Data breached business was the other major issue, the study showed that breaches not only infected the parent company but close rival companies customer base too. The positive takeaway was that companies that were transparent and had controls were correlated with positive responses. [2]

The big take away from the study was that firms that collect customer information should be clear about how they use that information and give customers some say in how it is used. (quote). The next question that I was asking myself, was is there companies in marketing who are dealing with optimizing this problem and if so how?

Piwik is a free and open source web analytics application written by a team of international developers. Tracking online visits to one or more websites and reporting on these site visits for analysis is the main objective of Piwik. One of the main advantages is that is Piwik open sourced and updates come out regularly. Piwik reports on geography, source of the visits, technical capacities of the user, and user activity, and the time the user accessed the site. Some other useful information on data collected for companies are;

Annotations — the ability to save notes (such as one’s analysis of data) and attach them to dates in the past Transitions — a feature similar to Click path­like features that allows one to see how visitors navigate a website, but different in that it only displays navigation information for one page at a time Goals — the ability to set goals for actions it is desired for visitors to take (such as visiting a page or buying a product). Piwik will track how many visits result in those actions being taken E­commerce — the ability to track if and how much people spend on a website Page Overlay — a feature that displays analytics data overlaid on top of a website Row Evolution — a feature that displays how metrics change over time within a report Custom Variables — the ability to attach data, like a user name, to visit data

These features can be found with other companies also that market data and other sister companies but what make Piwik different?

Five features make Piwik the way of the future for customers in terms of how they deal with sharing their data. The five features are;

Privacy Options — the ability to anonymize IP addresses, purge tracking data regularly (but not report data), opt­out support and Do Not Track support.

Scheduled Reports — reports sent regularly by e­mail or text message

Log Importing — a script is also provided that imports data from web server logs

The API — every report is accessible through a web API as well as almost every administrative function, and programs can be created to use this API

The Mobile App — a free mobile app is provided so users can access their analytics data on their phone[4]

There is business that understand the value of creating transparency for their users and the trend is catching on fast in Europe. On the other hand, users are starting to be take more of a concern with their data especially will all the recent data breaches. In the words of Michael Dell’s, “hacking has become a “multibillion-dollar industry.” [5]

Mobile and location-based marketing

One of my least favorite forms of marketing is the Mobile and Location-based Marketing. It annoys me when I walk past the Verizon store and I instantly get a message from Verizon. This is one form of Mobile and Location-based Marketing but effective at times. Location-based marketing can cause people check on upgrades, phone bills, accessories, and customer service questions. Per Google, more searches are now performed on mobile devices than computers. This means leading marketers will be investing even more on mobile in 2017. Marketers can use location-based marketing technologies such as iBeacons and Radio Frequency Identification (RFIDs) to connect and interact with consumers in real time and to promote more sales. Malls in Virginia, have already started to implement these services into their business models though offering a app, which gives you store locations and sales going on in each individual store. The take away from mall is that they have collected information and can now track user’s activity, where the user shops, time of day, and could cross check with the store if the user purchased anything. Marketing departments could play a part in the application development and what is displayed. Using real-time analytics, the marketing company along with data scientists could make real time adjustments on users to influence their buying behavior. This is just one way that marketing and data are interreacting to create ROI’s for business. [6]

Forrester Research’s, The State of Retailing Online (SORO) 2016 report, research indicated that less than 10% of retailers are focusing on Mobile and Location-based Marketing tactics in the coming year. [7]

[8] This is an opportunity for marketing departments to surge ahead of other legacy businesses. The correlation with the data privacy and transparency, is a must to make Mobile and location-based marketing work. This is completed by giving the user the ability to either opt-in or opt-out easily so the creep factor is eliminated. One example of successful Mobile and Location-based Marketing is Starbucks. The brand’s Mobile Order and Pay feature on its app uses a customer’s proximity to a store to allow that customer to order ahead before stopping in. By combining the power of mobile and location services, Starbucks is saving customers time and enticing them to come back.

Big Data and Analytics

Big Data is influencing how companies attain greater customer responsiveness and customer insights. This creates a direct effect on the marketing departments of the companies though higher ROI’s from their data collections. Forrester study found that 44% of B2C marketers are using big data and analytics to improve responsiveness to 36% are actively using analytics and data mining to gain greater insights to plan more relationship-driven strategies. [9]

Big Data allows for embedded intelligence to be placed into contextual marketing and provides the foundation for scalable Systems of Insight. Big data analytics helps to guide customer development, customer loyalty and lifetime customer.

Big data is creating disruptive change in many business’s marketing departments. The days of being able to use excel spreadsheets are gone. Business are gathering petabytes of data or more on customers to focus on personalization of the user rather than grouping models of the past. Big Data in marketing has made it possible to focus on each customer from how often they shop, time of day, what they purchase, and how long they visited the business website. Marketing departments can no longer go with gut feelings about how ROI is created from their department but rather can use analytics to measure actual outcomes.

Generation Z

Almost like how stores come out with Valentines cards and chocolates on the 1 of January, so must target marketing of the next generation, “Generation Z”.

How do you get the correct message to them and influence their buying behavior? This is the hard question being asked for business of all sizes in the world from Pepsi to Proctor & Gamble. Generation Z has grown up entirely up in a digital age of always having a cell phone and never having to wait for dial up connection. Jeff Fromm says, “Social media has also had a significant impact on gen Z behaviors in the market. Unlike the millennial mentality of broadcasting anything and everything to these platforms, gen Z is shifting to a mentality of sharing only specific stories to specific people on specific social channels. This is evident when we look at the platforms that teens are most likely to use. Rather than the “over-sharing” platform of Facebook, they use Snapchat and Instagram because they are considered more selective.” [13] If you have ever stared in a quiet room of people, my perception is that 7 out 10 people are checking an application on cell phones. This behavior has influenced older generations and the way we do business. It aligns with what Jeff Fromm’s comment.

An alternative to Generation Z is they are willing to unplug from technology and go outside for health reasons. “This generation was born on the Web, [but technology] doesn’t hold the same ‘magic’ as it does with other generations — or their parents,” says Therese Caruso, Zeno Group’s managing director for strategy and insights. “This is the first post-tech generation that will abandon their phones or tablets to ride bikes or hang out with friends. They are also hyper-aware of health and wellness and the connection between health and overusing technology.” [14]

Artificial intelligence marketing (AIM)

The last category, is Artificial intelligence marketing (AIM). Artificial intelligence marketing is a form of direct marketing that leverages database marketing techniques using AI, machine learning and Bayesian network. This directly aligns with data analytics and is one the hottest growing fields. HubSpot’s co-founders Brian Halligan says, “2017 will be the year of the bot. So, predicts Halligan, adding “in five years, you will do a lot less navigating through apps and more just asking questions and chatting back and forth with bots… the next thing you know, we like it and it’s easier and more efficient than waiting for the sales rep to call you back.” Shah notes that businesses started building websites in the 1990s so they can answer customer questions 24/7. “Soon,” he says, “they will start building bots. They won’t replace the websites, but they will power them. The shortest time between a customer question and the answer will be a bot. It’s not human vs. bot, it’s human to the bot powered[15].”

Human machine conversation is the way of the future compared to point and clicks of the past. Products now how have to engage, interact, market and sell as part of the business mix. Marketing automation will be driven by predictive analysis in creating efficient models that will allow the marketers to focus more on creativity. HubSpot’s co-founder Dharmesh Shah says, “Algorithm development will become a commodity and data will become the key differentiator. Now that you can buy algorithms off-the-shelf, “mere mortals like me don’t have to learn about machine learning per se,”. [16]Shah’s comments resonated with me because of being a future graduate in the field of data analytics, I was scared on how do I compete with computer scientists, mathematicians, and statisticians of the world. The world is shrinking for everyone including those select professions. Now everyone can complete on an evening playing field but understanding how to create value in data is the key difference maker for any business. Artificial intelligence marketing is a direct result of big data collection from companies for example Amazon since day one has collected your data. They have developed your shopping patterns and their marketing department has exposed to products to you based on algorithms. The not too distant future, when you interact with Amazon online you will speak with a computer and services will be pre-programmed based on your shopping patterns. This will be the future of marketing and the marketer will have to develop the skills needed.

What’s next in marketing?

In the words of Hadley Wickham, “Big data problems [are] actually small data problems, once you have the right subset/sample/summary. Inventing numbers on the spot, I’d say 90% of big data problems fall into this category[17]. The same can be said about the world of marketing in finding out how do we reach our target market. No longer can the market department work just in market department because the world is changing. Data is driving market to reinvent themselves to understand individuals based on personal interests. In the past, the marketer could group individuals based on race, age, location, and income but not today. Leading market firms are using data to make decisions based on analytics. The data scientists are no longer just working in the STEM fields but rather working in mainstream business such as market firms. The 12 trends are driving business in 2017 and data analytics is a part of this change. Marc Benioff, Chairman and CEO, of Salesforce says, ““The world is being re-shaped by the convergence of social, mobile, cloud, big data, community and other powerful forces. The combination of these technologies unlocks an incredible opportunity to connect everything together in a new way and is dramatically transforming the way we live and work.”[18] The race is on in business for hiring data analyst in marketing departments because the market is there for Big data and analytics. With data storage being at all times low in terms of price, companies are creating a market for data. Data is as valuable as current cash flow and maybe in the future will be a part of accounting reports in board of directors meeting. So how much will the market grow? IDC reports that the big data and business analytics market will grow to $203 billion over the next few years — a double-digit increase from this year. The banking industry is expected to be a big driver of this increase in spending, while IT and businesses services will lead most of the tech investing.[19]

In conclusion, the price is staying on top for any business with the assistance of marketing department. The 12 trends in marketing

for 2017 align with every other report. Change is happening where the world is coming together from the sciences to business. Marketing in 5, 7, and 10 years will be driven by AI and big data analytics with marketers at the helm.

References

1. [1] https://marketinginsidergroup.com/content-marketing/12-must-know-marketing-trends-2016/

2. [1] https://www.ama.org/publications/JournalOfMarketing/Pages/data-privacy.aspx

3. [1] https://www.ama.org/publications/JournalOfMarketing/Pages/data-privacy.aspx

4. [1] https://piwik.org/

5. [1] http://www.inc.com/michael-dell/why-data-security-is-the-most-important-issue-you-face.html

6. [1] https://www.forbes.com/sites/michaeljones/2016/03/03/location-based-marketing/#75ed42fd143a

7. [1] https://go.forrester.com/

8. [1] http://www.onlinemarketing-trends.com/2011/09/ther-state-of-location-based-mobile.html

9. [1] https://www.sas.com/content/dam/SAS/en_us/doc/analystreport/forrester-analytics-drives-customer-life-cycle-management-108033.pdf

10. [1] https://www.sas.com/content/dam/SAS/en_us/doc/analystreport/forrester-analytics-drives-customer-life-cycle-management-108033.pdf

11. [1] https://www.sas.com/content/dam/SAS/en_us/doc/analystreport/forrester-analytics-drives-customer-life-cycle-management-108033.pdf

12. [1] http://adhelper.biz/marketing-gen-x-y-z/

13. [1] https://www.forbes.com/sites/jefffromm/2016/12/19/what-marketers-need-to-know-about-social-media-and-gen-z/#6d4577c97e65

14. [1] http://www.zenogroup.com/zeno-group-releases-the-human-project-2016/

15. [1] https://www.forbes.com/sites/gilpress/2016/11/21/artificial-intelligence-ai-and-the-future-of-marketing-6-observations-from-inbound-2016/#1bb81483441d

16. [1] https://www.forbes.com/sites/gilpress/2016/11/21/artificial-intelligence-ai-and-the-future-of-marketing-6-observations-from-inbound-2016/#2c4f3d5f441d

17. [1] https://peadarcoyle.wordpress.com/2015/08/02/interview-with-a-data-scientist-hadley-wickham/

18. [1] https://www.zembula.com/blog/20-quotes-marketing-big-data/

19. [1] http://www.informationweek.com/big-data/big-data-analytics-market-to-hit-$203-billion-in-2020-/d/d-id/1327092

20. [1] http://www.informationweek.com/big-data/big-data-analytics-market-to-hit-$203-billion-in-2020-/d/d-id/1327092

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[1] https://marketinginsidergroup.com/content-marketing/12-must-know-marketing-trends-2016/

[2] https://www.ama.org/publications/JournalOfMarketing/Pages/data-privacy.aspx

[3] https://www.ama.org/publications/JournalOfMarketing/Pages/data-privacy.aspx

[4] https://piwik.org/

[5] http://www.inc.com/michael-dell/why-data-security-is-the-most-important-issue-you-face.html

[6] https://www.forbes.com/sites/michaeljones/2016/03/03/location-based-marketing/#75ed42fd143a

[7] https://go.forrester.com/

[8] http://www.onlinemarketing-trends.com/2011/09/ther-state-of-location-based-mobile.html

[9] https://www.sas.com/content/dam/SAS/en_us/doc/analystreport/forrester-analytics-drives-customer-life-cycle-management-108033.pdf

[10] https://www.sas.com/content/dam/SAS/en_us/doc/analystreport/forrester-analytics-drives-customer-life-cycle-management-108033.pdf

[11] https://www.sas.com/content/dam/SAS/en_us/doc/analystreport/forrester-analytics-drives-customer-life-cycle-management-108033.pdf

[12] http://adhelper.biz/marketing-gen-x-y-z/

[13] https://www.forbes.com/sites/jefffromm/2016/12/19/what-marketers-need-to-know-about-social-media-and-gen-z/#6d4577c97e65

[14] http://www.zenogroup.com/zeno-group-releases-the-human-project-2016/

[15] https://www.forbes.com/sites/gilpress/2016/11/21/artificial-intelligence-ai-and-the-future-of-marketing-6-observations-from-inbound-2016/#1bb81483441d

[16] https://www.forbes.com/sites/gilpress/2016/11/21/artificial-intelligence-ai-and-the-future-of-marketing-6-observations-from-inbound-2016/#2c4f3d5f441d

[17] https://peadarcoyle.wordpress.com/2015/08/02/interview-with-a-data-scientist-hadley-wickham/

[18] https://www.zembula.com/blog/20-quotes-marketing-big-data/

[19] http://www.informationweek.com/big-data/big-data-analytics-market-to-hit-$203-billion-in-2020-/d/d-id/1327092

[20] http://www.informationweek.com/big-data/big-data-analytics-market-to-hit-$203-billion-in-2020-/d/d-id/1327092

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