Sink or Swim: Navigating the Four Data Waves

SINK OR SWIM: DATA MAKES 1:1 POSSIBLE CARD-LINKED DATA LOCAL DATA Debit and credit cards can now be intelligent, measurable channels to specific consumer SOCIAL DATA segments. The targeting and measurement at store level sets card-linked spending behavior data apart. Location-based data represents a big step forward in bridging digital and in-store data. But, just being there, even holding a high office like 'mayor,' doesn't mean the consumer is going to buy. SEARCH DATA Social data helps tailor messages to the consumer and groups of With search data, we get closer to a 1-to-1 marketing relationship with customers by responding at a unique query level with relevance. But examining intention is limited and obviously lacks the ability to measure like-minded people. But social data AMERICAN EXPRESS VISA Mastercard still lacks clear sales attribution NAVIGATING THE because a company's friends aren't always their customers. FOUR DATA WAVES foursquare in-store. Digital innovation is changing the way we shop, compare prices, receive discounts, and how we pay for merchandise and services. With so much data out there, does this growing wave of Big Data represent progress or a problem for the CMO? A help or hindrance? 90% of the world's data today has been created in the just last two years alone CHALLENGES CMO'S FACE TODAY CLOSE THE REDEMPTION LOOP 90% Digital advertising, mobile and online payments are on a collision course. As we try to close the redemption loop and measure from online and mobile to in-store purchase, the focus should be on the data that tells you how and where consumers shop. of all the real-time information being created today is unstructured data. Everyday all this new digital activity is creating · SCALE TARGETING 2,500,000,000 000,000,000 Shift communication from intent to action, from friend VISA to customer and from passer-by to shopper OMNI-CHANNEL MEASUREMENT PERSONALITE edő QUINTILLION BYTES OF DATA @edointeractive edointeractive.com TARGET MEASURE