Marketing per i newborns: come Analytics e IoT aiutano le aziende a targetizzare le nuove...

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Marketing for newborns: how Analytics and IoT reflect on the way companies target new generationsCristina Conti, Analytics Solutions Manager Global Technology Practice, SAS


Some intro

I’ll be using mom-familiar situations to

present powerful analytical

capabilities that can generate a strong business

outcome

I have a 4 months old

daughter whose birth gave me

the idea for this presentation

I work in SAS Global Practice,

supporting Analytics and Data Science


Gen Z, who are they?One day they’ll rule the world… or are they already?

Most often, they are targeted through they romantically embezzeled mothers


Why are mothers a good target?Without too much psychology, mothers are unsure how to treat new

babiesThus, they are very responsive to some very old style, yet very

powerful marketing rule… find a need that you didn’t know you had!!

In most mother’s case, this rule is even more powerful as moms are always looking for a magic wand


New mothers marketing path

Traditional word of mouth:

you have it, I want

it

Modern word of mouth: online blogs

Images: I do, you

do, we do

Customer segmenta

tion

Contextual

marketingInternet of things

Optimization


Data

DeploymentDiscoveryTo get VALUE out of any analytics endeavor, 3 key components have to be considered: • DATA; • DISCOVERY; and • DEPLOYMENT.


Data is the foundation

Structured Data

Online / Digital Data

Machine Data

Social Media Data


What we do with Data: DISCOVERY

Visualization

Prediction

Machine Learning

Optimization


How we Operationalize the results: DEPLOYMENT

Data Warehouse

CRM / Call Center

Mobile Channel

Devices


How? word of mouth and online blogs…

*Mom Consulting Central, 2014


Ok, so exactly how do we capture them?

From huge unstructured contentTo actionable analysis that can lead to selling our own product


From a practical standpoint

Natural Language Processing

Context

JL

Machine Learning

H

Discovery

Human Input

Topics, Insights, Relationships,

Taxonomies,Scored Documents

Unstructured Text Data

Operations

Further Analysis

Text Analytics



Model social relations

1

Detect the network

2

Assign the roles and classify the community

3

Social Network Analysis


Picture this: you have it, you do it, I want it

*Mom Consulting Central, 2014

83% of influencers have «visual» accounts: Pinterest, Instagram…

Why pictures matter? Sometimes we are the pics we post… and

you’ll know exactly what I’m going through!


Step 3: Image Recognition

Load Images and Resize

1

Convert Colors Apply noise reduction and binarization Apply edge detection

Convert to data matrix for machine learning

purposes

2 3 4 5


Segmentation, because my child is not like yours

«needs» toys to learn how

to crawl

«needs» toys to manage

teething

«needs» sling to always be

carried

«needs» neck-ring to enjoy water


Modern targeting through recommendations

Cluster method

KNN method

SVD method

ensemble• User profile• Order history• Click history• Item view history

Item recommendation

s

Not just that! Combine with initial mapping and profiling based on unstructured data to provide even more precise recommendations


5 moms just finished the baby massage class

It’s lunchtime and it’s raining

They have plenty of time, no need to rush home

Real-time geomarketing

Give them what they need through geolocalized marketing


Still an end-to-end integrated process

Descriptive

Diagnostic

Predictive

Transactions

Channel Interactions

Opinions / Sentiments

Listen / Filter / Trigger

Listen: Detect Events

Understand: Integrate Data

Understand: Apply Analytics

React: Take Action

Online, Offline

Structured, Unstructured

Match, Merge, Purge

First Party, Third Party

Outbound

Inbound / Real-Time

Orchestrated Omni-Channel


Connected at birth

(don’t tell them though)


Ok, maybe no demotic baby yet, but you can check out the demo-tic home at the booth

sas.com


[email protected]

http://www.sas.com/

Marketing per i newborns: come Analytics e IoT aiutano le aziende a targetizzare le nuove...

Data & Analytics

Transcript of Marketing per i newborns: come Analytics e IoT aiutano le aziende a targetizzare le nuove...