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Driss temsamani big data marketing innovation summit 2015

Driss R. Temsamani
Driss R. Temsamani

This document discusses strategies for managing big data. It begins by outlining the exponential growth in data creation and highlights the importance of having a well-defined data management strategy. Several statistics are provided about data creation from various sources. The rest of the document discusses challenges posed by the 3Vs of big data (volume, variety and velocity) and how big data can provide competitive advantages if leveraged properly across various business functions like sales, R&D, production and marketing. Specific opportunities mentioned include improving customer segmentation, developing new products and optimizing supply chains.

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Taming Big Data Driss R. Temsamani Business Intelligence Head driss.r.temsamani@citi.com +1 (305) 347-1296 How to Transform Insights into Opportunity Big Data & Marketing Innovation Summit Miami 2015
Driss temsamani big data marketing innovation summit 2015
Driss temsamani big data marketing innovation summit 2015
Hey Nest, looks like Driss is having hard time falling asleep thinking about Big Data again Roger that Up4! Let me lower the temperature to 72
45% 1010 $$$ 5% PROJECTED GROWTH IN GLOBAL DATA CREATED PER YEAR PROJECTED GROWTH IN GLOBAL IT SPENDING PER YEAR The estimated size of the digital universe in 2011 was 1.8 zettabytes. It is predicted that between 2009 and 2020, this will grow 50 fold per year. A well-defined data management strategy is essential to successfully utilize Big Data SOURCE: IDC
2,9 MILLION NUMBER OF MAILS SENT EVERY SECOND 20 HOURS VIDEO UPLOADED TO YOUTUBE EVERY MINUTE 90% OF THE DATA IN THE WORLD TODAY HAS BEEN CREATED IN THE LAST TWO YEARS ALONE 900 EXABYTES APPROXIMATLY IS THE WORLDS DATA, 70% IS CREATED BY INDIVIDUALS SOURCE: IDC
50 MILLION TWEETS PER DAY 700 BILLION TOTAL MINUTES SPENT ON FACEBOOK EACH MONTH 1,3 EXABYTES DATA SENT AND RECEIVED BY MOBILE INTERNET USERS 72,9 ITEMS PRODUCTS ORDERED ON AMAZON PER SECOND SOURCE: IDC
People to people Netizens, virtual communities, social networks, web logs People to machine archives, medical devices, digital TV, e-commerce, smart cards, bank cards, computers, mobiles machine to machine sensors, GPS devices, bar code, scanners, surveillance cameras, scientific research million2.9 emails sent every second million50 tweets per day hours20 video uploaded every minute >3,500 NORTH AMERICA >2,000 EUROPE >250 CHINA >400 JAPAN >5 0INDIA >200 MIDDLE EAST >50 LATIN AMERICA AMOUNT OF BIG DATA STORED ACROSS THE WORLD (IN PETABYTES) SOURCE: IDC VOLUME VARIETY VELOCITY The 3Vs a Challenge or an Opportunity?
The key in business is to know something that nobody else knows Aristotle Onassis PHOTO: HULTON-DEUTSCH COLL
Citicorp Citi Holdings The lake or the stream What is your big data strategy?
Citicorp Citi Holdings 11
It is a capital mistake to theorize before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit Sir Arthur Conan Doyle (British Physician and Writer)
Citicorp Citi Holdings Turning hay into needles
Citicorp Citi Holdings 14
You can use all the quantitative data you can get, but you still have to distrust it and use your own intelligence and judgment Alvin Toffler (American Author and Futurist)
Citicorp Citi Holdings Taming Big Data How to Transform Insights into Opportunity
Citicorp Citi Holdings 17
Citicorp Citi Holdings 18
Reduce cost NEXT-GEN SALES AND OPERATIONS PLANNING Improve productivity PROCESS AND INFORMATION AUTOMATION Attract new costumers IMPROVE SEGMENTATIONS TO UP-SELL AND CROSS-SELL 4 SUPPLY CHAIN AND DISTRIBUTION OPTIMIZATION New facilities/ Geo expansion Setting your Big Data Goals
20 2004 MOST ORGANIZATIONS USE ANALYTICS
21 2004 BUT NOT ALL USE BIG DATA
AND NOT ALL THAT USE BIG DATA DRIVE MEANINGFUL VALUE FROM IT
Customers Market Strategy Returns Marketing Logistics WhenTamed Big Data is a CompetitiveAdvantage
Driss temsamani big data marketing innovation summit 2015
Are you capitalizing on Big Data? If you aren't, you could be
Maximize revenues in sales Cost reduction in both areas Analysis of the market and competitors Optimization of customer dissatisfaction Increase of POS Big Data Sales CompetitiveAdvantages Are you capitalizing on Big Data? If you aren't, you could be
Development of new products Analysis of trends for the product portfolio Virtual testing of new products Remote improvement of efficiency Big Data R&D CompetitiveAdvantages Are you capitalizing on Big Data? If you aren't, you could be
Optimizing production chains Efficient planning of volumes Early problem identification Optimizing & reducing current traffic times Are you capitalizing on Big Data? If you aren't, you could be Big Data Product CompetitiveAdvantages
29Big Data is shifting the role of Marketers From Analysis To Insights
30 From Analysis To InsightsFacilitating Growth Creating New Growth Big Data is shifting the role of Marketers
1. Demanding Clients 2. Saturated Markets 3. Growing Databases 4. Fluid Decisions 31 Environment Big Data is shifting the role of Marketers
1. Customers buy 2. Advocates talk 3. Audiences listen 4. From sixth to first degree of separation 32 Segmentation Big Data is shifting the role of Marketers
1. Created by Customer, Advocates, Prospects 2. Unstructured 3. Uninterrupted 33 Content Big Data is shifting the role of Marketers
1. What are you trying to achieve? 2. Who are you trying to reach? 3. Why does it matter? 4. How youll measure success? How to Transform Insights into Opportunity?
1. Adjacent & Disruptive Businesses 2. Additional Revenue 3. New Products & Services 4. Improved Client Experience 5. Reduced Attrition In Closing > 5 Things you can focus to Tame Big Data
THANK YOU > Closing Fun Fact @drisstemsamani driss.r.temsamani@citi.com xxxx
Citi believes that sustainability is good business practice. We work closely with our clients, peer financial institutions, NGOs and other partners to finance solutions to climate change, develop industry standards, reduce our own environmental footprint, and engage with stakeholders to advance shared learning and solutions. Highlights of Citis unique role in promoting sustainability include: (a) releasing in 2007 a Climate Change Position Statement, the first US financial institution to do so; (b) targeting $50 billion over 10 years to address global climate change: includes significant increases in investment and financing of renewable energy, clean technology, and other carbon-emission reduction activities; (c) committing to an absolute reduction in GHG emissions of all Citi owned and leased properties around the world by 10% by 2011; (d) purchasing more than 234,000 MWh of carbon neutral power for our operations over the last three years; (e) establishing in 2008 the Carbon Principles; a framework for banks and their U.S. power clients to evaluate and address carbon risks in the financing of electric power projects; (f) producing equity research related to climate issues that helps to inform investors on risks and opportunities associated with the issue; and (g) engaging with a broad range of stakeholders on the issue of climate change to help advance understanding and solutions. Citi works with its clients in greenhouse gas intensive industries to evaluate emerging risks from climate change and, where appropriate, to mitigate those risks. efficiency, renewable energy and mitigation 息 2014 Citibank, N.A. All rights reserved. Citi and Citi and Arc Design are trademarks and service marks of Citigroup Inc. or its affiliates and are used and registered throughout the world. IRS Circular 230 Disclosure: Citigroup Inc. and its affiliates do not provide tax or legal advice. Any discussion of tax matters in these materials (i) is not intended or written to be used, and cannot be used or relied upon, by you for the purpose of avoiding any tax penalties and (ii) may have been written in connection with the "promotion or marketing" of any transaction contemplated hereby ("Transaction"). Accordingly, you should seek advice based on your particular circumstances from an independent tax advisor. In any instance where distribution of this communication is subject to the rules of the US Commodity Futures Trading Commission (CFTC), this communication constitutes an invitation to consider entering into a derivatives transaction under U.S. CFTC Regulations 則則 1.71 and 23.605, where applicable, but is not a binding offer to buy/sell any financial instrument. Any terms set forth herein are intended for discussion purposes only and are subject to the final terms as set forth in separate definitive written agreements. This presentation is not a commitment to lend, syndicate a financing, underwrite or purchase securities, or commit capital nor does it obligate us to enter into such a commitment, nor are we acting as a fiduciary to you. By accepting this presentation, subject to applicable law or regulation, you agree to keep confidential the information contained herein and the existence of and proposed terms for any Transaction. Prior to entering into any Transaction, you should determine, without reliance upon us or our affiliates, the economic risks and merits (and independently determine that you are able to assume these risks) as well as the legal, tax and accounting characterizations and consequences of any such Transaction. In this regard, by accepting this presentation, you acknowledge that (a) we are not in the business of providing (and you are not relying on us for) legal, tax or accounting advice, (b) there may be legal, tax or accounting risks associated with any Transaction, (c) you should receive (and rely on) separate and qualified legal, tax and accounting advice and (d) you should apprise senior management in your organization as to such legal, tax and accounting advice (and any risks associated with any Transaction) and our disclaimer as to these matters. By acceptance of these materials, you and we hereby agree that from the commencement of discussions with respect to any Transaction, and notwithstanding any other provision in this presentation, we hereby confirm that no participant in any Transaction shall be limited from disclosing the U.S. tax treatment or U.S. tax structure of such Transaction. We are required to obtain, verify and record certain information that identifies each entity that enters into a formal business relationship with us. We will ask for your complete name, street address, and taxpayer ID number. We may also request corporate formation documents, or other forms of identification, to verify information provided. Any prices or levels contained herein are preliminary and indicative only and do not represent bids or offers. These indications are provided solely for your information and consideration, are subject to change at any time without notice and are not intended as a solicitation with respect to the purchase or sale of any instrument. The information contained in this presentation may include results of analyses from a quantitative model which represent potential future events that may or may not be realized, and is not a complete analysis of every material fact representing any product. Any estimates included herein constitute our judgment as of the date hereof and are subject to change without any notice. We and/or our affiliates may make a market in these instruments for our customers and for our own account. Accordingly, we may have a position in any such instrument at any time. Although this material may contain publicly available information about Citi corporate bond research, fixed income strategy or economic and market analysis, Citi policy (i) prohibits employees from offering, directly or indirectly, a favorable or negative research opinion or offering to change an opinion as consideration or inducement for the receipt of business or for compensation; and (ii) prohibits analysts from being compensated for specific recommendations or views contained in research reports. So as to reduce the potential for conflicts of interest, as well as to reduce any appearance of conflicts of interest, Citi has enacted policies and procedures designed to limit communications between its investment banking and research personnel to specifically prescribed circumstances.

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Driss temsamani big data marketing innovation summit 2015

  • 1. Taming Big Data Driss R. Temsamani Business Intelligence Head driss.r.temsamani@citi.com +1 (305) 347-1296 How to Transform Insights into Opportunity Big Data & Marketing Innovation Summit Miami 2015
  • 4. Hey Nest, looks like Driss is having hard time falling asleep thinking about Big Data again Roger that Up4! Let me lower the temperature to 72
  • 5. 45% 1010 $$$ 5% PROJECTED GROWTH IN GLOBAL DATA CREATED PER YEAR PROJECTED GROWTH IN GLOBAL IT SPENDING PER YEAR The estimated size of the digital universe in 2011 was 1.8 zettabytes. It is predicted that between 2009 and 2020, this will grow 50 fold per year. A well-defined data management strategy is essential to successfully utilize Big Data SOURCE: IDC
  • 6. 2,9 MILLION NUMBER OF MAILS SENT EVERY SECOND 20 HOURS VIDEO UPLOADED TO YOUTUBE EVERY MINUTE 90% OF THE DATA IN THE WORLD TODAY HAS BEEN CREATED IN THE LAST TWO YEARS ALONE 900 EXABYTES APPROXIMATLY IS THE WORLDS DATA, 70% IS CREATED BY INDIVIDUALS SOURCE: IDC
  • 7. 50 MILLION TWEETS PER DAY 700 BILLION TOTAL MINUTES SPENT ON FACEBOOK EACH MONTH 1,3 EXABYTES DATA SENT AND RECEIVED BY MOBILE INTERNET USERS 72,9 ITEMS PRODUCTS ORDERED ON AMAZON PER SECOND SOURCE: IDC
  • 8. People to people Netizens, virtual communities, social networks, web logs People to machine archives, medical devices, digital TV, e-commerce, smart cards, bank cards, computers, mobiles machine to machine sensors, GPS devices, bar code, scanners, surveillance cameras, scientific research million2.9 emails sent every second million50 tweets per day hours20 video uploaded every minute >3,500 NORTH AMERICA >2,000 EUROPE >250 CHINA >400 JAPAN >5 0INDIA >200 MIDDLE EAST >50 LATIN AMERICA AMOUNT OF BIG DATA STORED ACROSS THE WORLD (IN PETABYTES) SOURCE: IDC VOLUME VARIETY VELOCITY The 3Vs a Challenge or an Opportunity?
  • 9. The key in business is to know something that nobody else knows Aristotle Onassis PHOTO: HULTON-DEUTSCH COLL
  • 10. Citicorp Citi Holdings The lake or the stream What is your big data strategy?
  • 12. It is a capital mistake to theorize before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit Sir Arthur Conan Doyle (British Physician and Writer)
  • 13. Citicorp Citi Holdings Turning hay into needles
  • 15. You can use all the quantitative data you can get, but you still have to distrust it and use your own intelligence and judgment Alvin Toffler (American Author and Futurist)
  • 16. Citicorp Citi Holdings Taming Big Data How to Transform Insights into Opportunity
  • 19. Reduce cost NEXT-GEN SALES AND OPERATIONS PLANNING Improve productivity PROCESS AND INFORMATION AUTOMATION Attract new costumers IMPROVE SEGMENTATIONS TO UP-SELL AND CROSS-SELL 4 SUPPLY CHAIN AND DISTRIBUTION OPTIMIZATION New facilities/ Geo expansion Setting your Big Data Goals
  • 21. 21 2004 BUT NOT ALL USE BIG DATA
  • 22. AND NOT ALL THAT USE BIG DATA DRIVE MEANINGFUL VALUE FROM IT
  • 23. Customers Market Strategy Returns Marketing Logistics WhenTamed Big Data is a CompetitiveAdvantage
  • 25. Are you capitalizing on Big Data? If you aren't, you could be
  • 26. Maximize revenues in sales Cost reduction in both areas Analysis of the market and competitors Optimization of customer dissatisfaction Increase of POS Big Data Sales CompetitiveAdvantages Are you capitalizing on Big Data? If you aren't, you could be
  • 27. Development of new products Analysis of trends for the product portfolio Virtual testing of new products Remote improvement of efficiency Big Data R&D CompetitiveAdvantages Are you capitalizing on Big Data? If you aren't, you could be
  • 28. Optimizing production chains Efficient planning of volumes Early problem identification Optimizing & reducing current traffic times Are you capitalizing on Big Data? If you aren't, you could be Big Data Product CompetitiveAdvantages
  • 29. 29Big Data is shifting the role of Marketers From Analysis To Insights
  • 30. 30 From Analysis To InsightsFacilitating Growth Creating New Growth Big Data is shifting the role of Marketers
  • 31. 1. Demanding Clients 2. Saturated Markets 3. Growing Databases 4. Fluid Decisions 31 Environment Big Data is shifting the role of Marketers
  • 32. 1. Customers buy 2. Advocates talk 3. Audiences listen 4. From sixth to first degree of separation 32 Segmentation Big Data is shifting the role of Marketers
  • 33. 1. Created by Customer, Advocates, Prospects 2. Unstructured 3. Uninterrupted 33 Content Big Data is shifting the role of Marketers
  • 34. 1. What are you trying to achieve? 2. Who are you trying to reach? 3. Why does it matter? 4. How youll measure success? How to Transform Insights into Opportunity?
  • 35. 1. Adjacent & Disruptive Businesses 2. Additional Revenue 3. New Products & Services 4. Improved Client Experience 5. Reduced Attrition In Closing > 5 Things you can focus to Tame Big Data
  • 36. THANK YOU > Closing Fun Fact @drisstemsamani driss.r.temsamani@citi.com xxxx
  • 37. Citi believes that sustainability is good business practice. We work closely with our clients, peer financial institutions, NGOs and other partners to finance solutions to climate change, develop industry standards, reduce our own environmental footprint, and engage with stakeholders to advance shared learning and solutions. Highlights of Citis unique role in promoting sustainability include: (a) releasing in 2007 a Climate Change Position Statement, the first US financial institution to do so; (b) targeting $50 billion over 10 years to address global climate change: includes significant increases in investment and financing of renewable energy, clean technology, and other carbon-emission reduction activities; (c) committing to an absolute reduction in GHG emissions of all Citi owned and leased properties around the world by 10% by 2011; (d) purchasing more than 234,000 MWh of carbon neutral power for our operations over the last three years; (e) establishing in 2008 the Carbon Principles; a framework for banks and their U.S. power clients to evaluate and address carbon risks in the financing of electric power projects; (f) producing equity research related to climate issues that helps to inform investors on risks and opportunities associated with the issue; and (g) engaging with a broad range of stakeholders on the issue of climate change to help advance understanding and solutions. Citi works with its clients in greenhouse gas intensive industries to evaluate emerging risks from climate change and, where appropriate, to mitigate those risks. efficiency, renewable energy and mitigation 息 2014 Citibank, N.A. All rights reserved. Citi and Citi and Arc Design are trademarks and service marks of Citigroup Inc. or its affiliates and are used and registered throughout the world. IRS Circular 230 Disclosure: Citigroup Inc. and its affiliates do not provide tax or legal advice. Any discussion of tax matters in these materials (i) is not intended or written to be used, and cannot be used or relied upon, by you for the purpose of avoiding any tax penalties and (ii) may have been written in connection with the "promotion or marketing" of any transaction contemplated hereby ("Transaction"). Accordingly, you should seek advice based on your particular circumstances from an independent tax advisor. In any instance where distribution of this communication is subject to the rules of the US Commodity Futures Trading Commission (CFTC), this communication constitutes an invitation to consider entering into a derivatives transaction under U.S. CFTC Regulations 則則 1.71 and 23.605, where applicable, but is not a binding offer to buy/sell any financial instrument. Any terms set forth herein are intended for discussion purposes only and are subject to the final terms as set forth in separate definitive written agreements. This presentation is not a commitment to lend, syndicate a financing, underwrite or purchase securities, or commit capital nor does it obligate us to enter into such a commitment, nor are we acting as a fiduciary to you. By accepting this presentation, subject to applicable law or regulation, you agree to keep confidential the information contained herein and the existence of and proposed terms for any Transaction. Prior to entering into any Transaction, you should determine, without reliance upon us or our affiliates, the economic risks and merits (and independently determine that you are able to assume these risks) as well as the legal, tax and accounting characterizations and consequences of any such Transaction. In this regard, by accepting this presentation, you acknowledge that (a) we are not in the business of providing (and you are not relying on us for) legal, tax or accounting advice, (b) there may be legal, tax or accounting risks associated with any Transaction, (c) you should receive (and rely on) separate and qualified legal, tax and accounting advice and (d) you should apprise senior management in your organization as to such legal, tax and accounting advice (and any risks associated with any Transaction) and our disclaimer as to these matters. By acceptance of these materials, you and we hereby agree that from the commencement of discussions with respect to any Transaction, and notwithstanding any other provision in this presentation, we hereby confirm that no participant in any Transaction shall be limited from disclosing the U.S. tax treatment or U.S. tax structure of such Transaction. We are required to obtain, verify and record certain information that identifies each entity that enters into a formal business relationship with us. We will ask for your complete name, street address, and taxpayer ID number. We may also request corporate formation documents, or other forms of identification, to verify information provided. Any prices or levels contained herein are preliminary and indicative only and do not represent bids or offers. These indications are provided solely for your information and consideration, are subject to change at any time without notice and are not intended as a solicitation with respect to the purchase or sale of any instrument. The information contained in this presentation may include results of analyses from a quantitative model which represent potential future events that may or may not be realized, and is not a complete analysis of every material fact representing any product. Any estimates included herein constitute our judgment as of the date hereof and are subject to change without any notice. We and/or our affiliates may make a market in these instruments for our customers and for our own account. Accordingly, we may have a position in any such instrument at any time. Although this material may contain publicly available information about Citi corporate bond research, fixed income strategy or economic and market analysis, Citi policy (i) prohibits employees from offering, directly or indirectly, a favorable or negative research opinion or offering to change an opinion as consideration or inducement for the receipt of business or for compensation; and (ii) prohibits analysts from being compensated for specific recommendations or views contained in research reports. So as to reduce the potential for conflicts of interest, as well as to reduce any appearance of conflicts of interest, Citi has enacted policies and procedures designed to limit communications between its investment banking and research personnel to specifically prescribed circumstances.