Managing the Big Flood of Big Data in Digital Marketing

Today's rapidly growing flood of big data represents immense opportunity for forward-thinking marketers. But to fully leverage the potential that exists within these massive streams of structured and unstructured data, organizations must quickly optimize ad delivery, evaluate campaign results, improve site selection and retarget ads. This is where the IBM Netezza Factor comes into play, enabling a fluid analysis of complex data capable of unleashing a torrent of innovative, next-level ideas and results. DRIVING MARKETING EFFECTIVENESS BY MANAGING THE FLOOD OF BIG DATA 4.8 US$2.1 TRILLION ONLINE AD IMPRESSIONS BILLION SPENT IN U.S. ON MOBILE ADS IN 2011 IN 2011 US$83.2 BILLION ESTIMATED MOBILE AD ONLINE AD IMPRESSIONS FOR 2012 100 230 MILLION TWEETS TERABYTES OF DATA UPLOADED 294 A DAY ONLINE AD SPEND DAILY BILLION EMAILS SENT EVERY DAY TWITTER FACEBOOK EMAIL BIG DATA = BIG OPPORTUNITY 35 ZETTABYTES OF DATA GENERATED ANNUALLY BY 2020 60% GROWTH IN STRUCTURED AND UNSTRUCTURED DATA ANNUALLY 80% 2.7 ZETTABYTES OF DATA EXIST IN THE DIGITAL UNIVERSE GROWTH EXABYTES OF DATA GENERATED U EVERY TWO DAYS" IN UNSTRUCTURED DATA" CAPITALIZING ON THIS OPPORTUNITY WILL REQUIRE: RULES-DRIVEN INTEGRATION IMPROVED OPERATING NETWORK OF DATA-CENTRIC OF DISPARATE DATA MARKETING DATA TECHNOLOGY AND PARTNERS GOVERNANCE INFRASTRUCTURES MARKETERS CAN THEN OPTIMIZE IN FOUR PRIMARY WAYS: CONTENT OPTIMIZATION CHANNEL OPTIMIZATION Enable the right message Optimize ad media purchase, understanding value of channels higher up in the funnel AUDIENCE OPTIMIZATION YIELD OPTIMIZATION at the right time via the right content targeting Maximize ad inventory Identify high-potential audiences and accurately target them by identifying high-value audiences across publisher properties NETEZZA FACTOR NETEZZA FACTOR NETEZZA FACTOR NETEZZA FACTOR 13 billion 20% IMPRESSIONS PER DAY INCREASE IN REVENUE 48-hour 50% DECREASE IN BEDUCTION IN PROCESSING Kelley Blue Book KBB used the IBM Netezza data warehouse appliance Epsilon Epsilon leveraged the IBM Netezza data warehouse appliance to simplify advanced analytics on massive data volumes, increasing retention and revenues by 20 percent. Merkle Merkle used IBM Netezza advanced analytics software to achieve a 50 percent decrease in end-to-end run time for marketing campaign execution. MediaMath MediaMath used the IBM Netezza data warehouse to personalize content, improving conversion rates and reducing model processing time from 3 days to 1. appliance to measure 13 billion ad impressions a day, requiring half the manpower to deliver 10x the output. NETEZZA 3 days 212% TO GET IT UP AND RUNNING RỒI WITH FIVE MONTH PAYBACK DATABASE ADMINISTRATOR REQUIRED IBM. BM, the BM logo, and ibm.com are trademarks of IBM registered in many jurisdictions worldwide. A curent list of IBM trademarks is available at ibm.com/legal copytrade.shtmi. Netezza is a trademark or registered trademark of BM Internationsl Group BV, an IEM Company. Dther company, product, or senvice names may be trademarka or tenvice marke of others. O Copyright IBM Corporation 2012 1 Winterbery Group From Information to Audenoes The Emeging Markerting Cuta Ube Caes" Janury 2012 2 Gartner, wslaasa Tartrr Sas Wulis Mtie Atwetiing Raarn Fucatt Raach $33 Bnin 2011, June 16, 201t 3 Staky Aalytics Gba Adertiang Foncat March 20 4 The Badcati Boun, "Enal Sda Boport 2010-2014" Al 2010. 5 conscors, "US Dkytal Futurein Foous 2012 Kay ighta tom 2011 and What They Maan for the Coming Year, Febray 2012 6 medabidro, "230 Mon Tweets Per Day, 50 Mon Daly Ubers And Other Twitter Stats" Septeber 20n 7 D. "The 2011Dytal Stuty Edracting Valun from Chaos ane 2011 8 DC The 2011Dital iStdy Eacting Wa ton u An 2011 9 00, Wotdwide By Data Tecdnoioyand Serices 2012-2015 Fowast March 2012 30 MarkotWatch news kae, Syanc p Organatiore Cet Control of Rurway Data GroetMach 22012 11 Witarteny Grou From intomation to Audancs The Eneging Maling Duta lla Ce", lanary 2012