Big data marketing
Inhoudsopgave
Hoofdstuk 1: Uitdagingen van big data........................................................................................................... 5
1.1 Introductie......................................................................................................................................................5
1.2 Explosieve gegevensgroei...............................................................................................................................5
1.3 Kanttekeningen bij big data............................................................................................................................5
1.4 Onze doelen....................................................................................................................................................5
1.5 Onze aanpak...................................................................................................................................................5
1.6 Leeswijzer........................................................................................................................................................6
Hoofdstuk 2: Waarde creëren met big data analytics......................................................................................6
2.1 Introductie......................................................................................................................................................6
2.2 Big-datawaardecreatiemodel.........................................................................................................................6
2.2.1 Big -data-activa........................................................................................................................................6
2.2.2 Big-datacompetenties.............................................................................................................................6
2.2.3 Big data analytics.....................................................................................................................................7
2.2.4 Big-datawaarde.......................................................................................................................................7
2.3 Big-datawaardecreatiemodel als rode draad in dit boek...............................................................................8
2.4 Conclusies.......................................................................................................................................................8
Hoofdstuk 3 Waarde-voor-klantmetrics......................................................................................................... 9
3.1 Introductie......................................................................................................................................................9
3.2 V2C-marktmetrics...........................................................................................................................................9
3.2.1 V2C-big-datamarktmetrics......................................................................................................................9
3.3 V2C-merkmetrics – association network........................................................................................................9
3.3.1 V2C-big-datamerkmetrics......................................................................................................................10
3.4 V2C-klantmetrics..........................................................................................................................................10
3.4.1 V2C-big-dataklantmetrics......................................................................................................................11
3.4.2 V2S-metrics............................................................................................................................................11
3.5 Moeten bedrijven alle V2C-Metrics verzamelen? NEE.................................................................................11
3.6 Conclusie...................................................................................................................................................11
Hoofdstuk 4: Waarde-voor-bedrijfsmetrics................................................................................................... 12
4.1 Introductie....................................................................................................................................................12
4.2 V2F-marktmetrics.........................................................................................................................................12
4.3 V2F-merkmetrics...........................................................................................................................................12
4.4 V2F-klantmetrics...........................................................................................................................................13
4.4.1 Klantacquisitiemetrics...............................................................................................................................13
4.4.2 Klantontwikkelingsmetrics........................................................................................................................13
4.4.3 Klantwaardemetrics..................................................................................................................................14
, 4.4.4 Customer lifetime value (CLV)...................................................................................................................14
4.4.5 V2F-big-dataklantmetrics..........................................................................................................................14
4.5 Conclusies.....................................................................................................................................................15
Hoofdstuk 5: Databronnen........................................................................................................................... 15
5.1 Introductie....................................................................................................................................................15
5.2 Soorten gegevensbronnen............................................................................................................................16
5.2.1 Externe en interne gegevensbronnen........................................................................................................16
5.2.2 Gestructureerde en ongestructureerde gegevensbronnen.......................................................................16
5.2.3 Gegevensbronnen voor markt, merk/product en klant.............................................................................17
5.3 Big-datagegevensbronnen gebruiken..........................................................................................................18
5.3.1 De vijf W-vragen........................................................................................................................................18
5.3.2 Datawarehouse.........................................................................................................................................18
5.3.3 Databasestructuren...................................................................................................................................18
5.3.4 Ontbrekende waarden...............................................................................................................................19
5.3.5 Datafusion.................................................................................................................................................19
5.4 Conclusie.......................................................................................................................................................19
Hoofdstuk 6: Data-integratie........................................................................................................................ 20
6.1 Introductie....................................................................................................................................................20
6.2 Integratie van gegevensbronnen..................................................................................................................20
6.2.1 Extractie.....................................................................................................................................................20
6.2.2 Transformatie............................................................................................................................................20
6.2.3 Laden.........................................................................................................................................................20
6.3 Omgaan met verschillende datatypes..........................................................................................................21
6.4 Data-integratie in het tijdperk van big data.................................................................................................21
6.4.1 Technische uitdagingen.............................................................................................................................21
6.4.2 Analytische uitdagingen............................................................................................................................22
6.4.3 Zakelijke uitdagingen.................................................................................................................................22
6.5 Conclusie.......................................................................................................................................................22
Hoofstuk 7: Klant privacy en gegevensbeveiliging......................................................................................... 23
7.1 Introductie -..................................................................................................................................................23
7.2 Waarom is privacy zo’n groot probleem?....................................................................................................23
7.3 Wat is privacy?.............................................................................................................................................23
7.4 Klanten en privacy........................................................................................................................................23
7.5 Overheden en privacywetgeving..................................................................................................................24
7.6 Privacy en ethiek...........................................................................................................................................24
, 7.7 Privacy beleid................................................................................................................................................24
7.8 Privacy en interne data-analyse...................................................................................................................24
7.9 Databeveiliging.............................................................................................................................................24
7.10 Conclusie.....................................................................................................................................................24
Hoofdstuk 8: Hoe big data de analytics veranderen......................................................................................25
8.1 Introductie....................................................................................................................................................25
8.2 De kracht van analytics.................................................................................................................................25
8.3 Verschillende niveaus in analytics................................................................................................................25
8.4 Dimensies van analytics................................................................................................................................25
8.5 Strategieën voor het analyseren van big data.............................................................................................26
8.6 Hoe big data de analytics veranderen..........................................................................................................26
8.6.1 Veranderingen op marktniveau.................................................................................................................26
8.6.2 Veranderingen op merk- en productniveau...............................................................................................26
8.6.3 Veranderingen op klantniveau..................................................................................................................27
8.7 Algemene big-data-veranderingen in analytics...........................................................................................27
8.7.1 Van steekproeven naar volledige populatie..............................................................................................27
8.7.2 Van significantie naar grootte van effecten..............................................................................................27
8.7.3 Van ad-hoc gegevens naar continue gegevens.........................................................................................28
8.7.4 Van standaardmodellen naar realtimemodellen......................................................................................28
8.7.5 Van ad-hoc modellen naar realtimemodellen...........................................................................................28
8.8 Conclusies.....................................................................................................................................................28
Hoofdstuk 9: Klassieke data analytics........................................................................................................... 29
9.1 Introductie....................................................................................................................................................29
9.2 Klassieker 1: rapportage...............................................................................................................................29
9.3 Klassieker 2: profileren.................................................................................................................................29
9.4 Klassieker 3: migratieanalyse.......................................................................................................................30
9.5 Klassieker 4: klantsegmentatie.....................................................................................................................31
9.6 Klassieker 5: markt- en verkoopvoorspellingen............................................................................................31
9.7 Klassieker 6: kenmerkbelanganalyse............................................................................................................32
9.8 Klassieker 7: individuele voorspellende modellen........................................................................................32
9.9 Conclusies.....................................................................................................................................................33
Hoofdstuk 10: Nieuwe big data analytics...................................................................................................... 34
10.1 Introductie..................................................................................................................................................34
10.2 Big datatoepassing 1: Webanalytics..........................................................................................................34
10.3 Big datatoepassing 2: Customer journey analyse......................................................................................34
, 10.4 Big datatoepassing 3: Attribution modelling..............................................................................................34
10.5 Big datatoepassing 4: Dynamic targeting..................................................................................................35
10.6 Big datatoepassing 5: Geïntegreerde big data modellen...........................................................................35
10.7 Big datatoepassing 6: Social listing............................................................................................................35
10.8 Big datatoepassing 7: Sociale netwerkanalyse..........................................................................................35
10.9 Conclusie.....................................................................................................................................................36
Hoofdstuk 12: Succesvolle big datacompetenties opbouwen........................................................................37
12.1 Introductie..................................................................................................................................................37
12.2 Transformeren met als doel succesvolle analytische competentie............................................................37
12.3 Bouwstenen voor een succesvolle analytische competentie......................................................................37
12.3.1 Bouwsteen 1: Proces................................................................................................................................37
12.3.2 Bouwsteen 2: Mensen.............................................................................................................................37
12.3.3 Bouwsteen 3: Systemen...........................................................................................................................38
12.3.4 Bouwsteen 4: Organisatie.......................................................................................................................38
12.4 Conclusies...................................................................................................................................................38
Inhoudsopgave
Hoofdstuk 1: Uitdagingen van big data........................................................................................................... 5
1.1 Introductie......................................................................................................................................................5
1.2 Explosieve gegevensgroei...............................................................................................................................5
1.3 Kanttekeningen bij big data............................................................................................................................5
1.4 Onze doelen....................................................................................................................................................5
1.5 Onze aanpak...................................................................................................................................................5
1.6 Leeswijzer........................................................................................................................................................6
Hoofdstuk 2: Waarde creëren met big data analytics......................................................................................6
2.1 Introductie......................................................................................................................................................6
2.2 Big-datawaardecreatiemodel.........................................................................................................................6
2.2.1 Big -data-activa........................................................................................................................................6
2.2.2 Big-datacompetenties.............................................................................................................................6
2.2.3 Big data analytics.....................................................................................................................................7
2.2.4 Big-datawaarde.......................................................................................................................................7
2.3 Big-datawaardecreatiemodel als rode draad in dit boek...............................................................................8
2.4 Conclusies.......................................................................................................................................................8
Hoofdstuk 3 Waarde-voor-klantmetrics......................................................................................................... 9
3.1 Introductie......................................................................................................................................................9
3.2 V2C-marktmetrics...........................................................................................................................................9
3.2.1 V2C-big-datamarktmetrics......................................................................................................................9
3.3 V2C-merkmetrics – association network........................................................................................................9
3.3.1 V2C-big-datamerkmetrics......................................................................................................................10
3.4 V2C-klantmetrics..........................................................................................................................................10
3.4.1 V2C-big-dataklantmetrics......................................................................................................................11
3.4.2 V2S-metrics............................................................................................................................................11
3.5 Moeten bedrijven alle V2C-Metrics verzamelen? NEE.................................................................................11
3.6 Conclusie...................................................................................................................................................11
Hoofdstuk 4: Waarde-voor-bedrijfsmetrics................................................................................................... 12
4.1 Introductie....................................................................................................................................................12
4.2 V2F-marktmetrics.........................................................................................................................................12
4.3 V2F-merkmetrics...........................................................................................................................................12
4.4 V2F-klantmetrics...........................................................................................................................................13
4.4.1 Klantacquisitiemetrics...............................................................................................................................13
4.4.2 Klantontwikkelingsmetrics........................................................................................................................13
4.4.3 Klantwaardemetrics..................................................................................................................................14
, 4.4.4 Customer lifetime value (CLV)...................................................................................................................14
4.4.5 V2F-big-dataklantmetrics..........................................................................................................................14
4.5 Conclusies.....................................................................................................................................................15
Hoofdstuk 5: Databronnen........................................................................................................................... 15
5.1 Introductie....................................................................................................................................................15
5.2 Soorten gegevensbronnen............................................................................................................................16
5.2.1 Externe en interne gegevensbronnen........................................................................................................16
5.2.2 Gestructureerde en ongestructureerde gegevensbronnen.......................................................................16
5.2.3 Gegevensbronnen voor markt, merk/product en klant.............................................................................17
5.3 Big-datagegevensbronnen gebruiken..........................................................................................................18
5.3.1 De vijf W-vragen........................................................................................................................................18
5.3.2 Datawarehouse.........................................................................................................................................18
5.3.3 Databasestructuren...................................................................................................................................18
5.3.4 Ontbrekende waarden...............................................................................................................................19
5.3.5 Datafusion.................................................................................................................................................19
5.4 Conclusie.......................................................................................................................................................19
Hoofdstuk 6: Data-integratie........................................................................................................................ 20
6.1 Introductie....................................................................................................................................................20
6.2 Integratie van gegevensbronnen..................................................................................................................20
6.2.1 Extractie.....................................................................................................................................................20
6.2.2 Transformatie............................................................................................................................................20
6.2.3 Laden.........................................................................................................................................................20
6.3 Omgaan met verschillende datatypes..........................................................................................................21
6.4 Data-integratie in het tijdperk van big data.................................................................................................21
6.4.1 Technische uitdagingen.............................................................................................................................21
6.4.2 Analytische uitdagingen............................................................................................................................22
6.4.3 Zakelijke uitdagingen.................................................................................................................................22
6.5 Conclusie.......................................................................................................................................................22
Hoofstuk 7: Klant privacy en gegevensbeveiliging......................................................................................... 23
7.1 Introductie -..................................................................................................................................................23
7.2 Waarom is privacy zo’n groot probleem?....................................................................................................23
7.3 Wat is privacy?.............................................................................................................................................23
7.4 Klanten en privacy........................................................................................................................................23
7.5 Overheden en privacywetgeving..................................................................................................................24
7.6 Privacy en ethiek...........................................................................................................................................24
, 7.7 Privacy beleid................................................................................................................................................24
7.8 Privacy en interne data-analyse...................................................................................................................24
7.9 Databeveiliging.............................................................................................................................................24
7.10 Conclusie.....................................................................................................................................................24
Hoofdstuk 8: Hoe big data de analytics veranderen......................................................................................25
8.1 Introductie....................................................................................................................................................25
8.2 De kracht van analytics.................................................................................................................................25
8.3 Verschillende niveaus in analytics................................................................................................................25
8.4 Dimensies van analytics................................................................................................................................25
8.5 Strategieën voor het analyseren van big data.............................................................................................26
8.6 Hoe big data de analytics veranderen..........................................................................................................26
8.6.1 Veranderingen op marktniveau.................................................................................................................26
8.6.2 Veranderingen op merk- en productniveau...............................................................................................26
8.6.3 Veranderingen op klantniveau..................................................................................................................27
8.7 Algemene big-data-veranderingen in analytics...........................................................................................27
8.7.1 Van steekproeven naar volledige populatie..............................................................................................27
8.7.2 Van significantie naar grootte van effecten..............................................................................................27
8.7.3 Van ad-hoc gegevens naar continue gegevens.........................................................................................28
8.7.4 Van standaardmodellen naar realtimemodellen......................................................................................28
8.7.5 Van ad-hoc modellen naar realtimemodellen...........................................................................................28
8.8 Conclusies.....................................................................................................................................................28
Hoofdstuk 9: Klassieke data analytics........................................................................................................... 29
9.1 Introductie....................................................................................................................................................29
9.2 Klassieker 1: rapportage...............................................................................................................................29
9.3 Klassieker 2: profileren.................................................................................................................................29
9.4 Klassieker 3: migratieanalyse.......................................................................................................................30
9.5 Klassieker 4: klantsegmentatie.....................................................................................................................31
9.6 Klassieker 5: markt- en verkoopvoorspellingen............................................................................................31
9.7 Klassieker 6: kenmerkbelanganalyse............................................................................................................32
9.8 Klassieker 7: individuele voorspellende modellen........................................................................................32
9.9 Conclusies.....................................................................................................................................................33
Hoofdstuk 10: Nieuwe big data analytics...................................................................................................... 34
10.1 Introductie..................................................................................................................................................34
10.2 Big datatoepassing 1: Webanalytics..........................................................................................................34
10.3 Big datatoepassing 2: Customer journey analyse......................................................................................34
, 10.4 Big datatoepassing 3: Attribution modelling..............................................................................................34
10.5 Big datatoepassing 4: Dynamic targeting..................................................................................................35
10.6 Big datatoepassing 5: Geïntegreerde big data modellen...........................................................................35
10.7 Big datatoepassing 6: Social listing............................................................................................................35
10.8 Big datatoepassing 7: Sociale netwerkanalyse..........................................................................................35
10.9 Conclusie.....................................................................................................................................................36
Hoofdstuk 12: Succesvolle big datacompetenties opbouwen........................................................................37
12.1 Introductie..................................................................................................................................................37
12.2 Transformeren met als doel succesvolle analytische competentie............................................................37
12.3 Bouwstenen voor een succesvolle analytische competentie......................................................................37
12.3.1 Bouwsteen 1: Proces................................................................................................................................37
12.3.2 Bouwsteen 2: Mensen.............................................................................................................................37
12.3.3 Bouwsteen 3: Systemen...........................................................................................................................38
12.3.4 Bouwsteen 4: Organisatie.......................................................................................................................38
12.4 Conclusies...................................................................................................................................................38
