Date post: | 17-Jan-2015 |
Category: |
Marketing |
Upload: | digitalwinners |
View: | 118 times |
Download: | 2 times |
BIG DATA BETTER EXPERIENCES
IAN JAMES, CHIEF DIGITAL OFFICER EMEA JIM KITE, STRATEGIC DEVELOPMENT DIRECTOR EMEA
IRREVERSIBLE GROWTH IN NEW TECHNOLOGIES AND BEHAVIOUR
INTERNET
+50% last 5 years
PC
~3 Billion by 2015
MOBILE
Surpass Desktop Internet access by
2015
SEARCH
+600% in past 5 years
VIDEO
57% average reach on You
Tube
3 KEY TECHNOLOGY LED CONSUMER TRENDS
MOBILITY AND SOCIAL
SCREENS DISCOVERY
THE MAJORITY OF INTERNET TRAFFIC IS NOW NON-PC
CONSUMER
THE CONSUMER – TOGGLING ACROSS PAID, OWNED & EARNED SPECTRUM
3 YEARS AGO, SMG MADE A SHIFT
BUYING STATIC THINGS
From
MEDIA PLANNING
DESIGNING DYNAMIC, IMMERSIVE HUMAN EXPERIENCES
To
EXPERIENCE DESIGN
EXPERIENCES MATTER; THEY ENHANCE LIVES, BUILD BRANDS AND
BUSINESSES
THE 4 C’S HELP US DESIGN SCALED EXPERIENCES FOR THE COLLECTIVE
EXTEND AND
SHARE YOUR
BRAND STORY
JOIN, BUILD AND
NURTURE
PEOPLE’S
COMMUNITIES
CREATE A VALUE
EXCHANGE WITH
MY CONSUMER
BEYOND THE
PRODUCT
START, FOSTER OR
DEVELOP
CONVERSATIONS
BETWEEN PEOPLE
AND WITH MY
BRAND
OUR EXPERIENCES ARE DELIVERED TO THE INDIVIDUAL THROUGH 3 LENSES
MAKE YOUR CONTENT
INHERENTLY SOCIAL –
PORTABLE AND
SHAREABLE
LOCATION RELEVANT,
CONTAGIOUS AND
IMMEDIATELY
SHAREABLE
LEVERAGE THE
POWER OF
ADDRESSABILITY
MOBILITY
WHAT EXPERIENCE DESIGN
LOOKS LIKE
Coke – Polar Bears
Olay – Eyes of Arabia
EXPERIENCE = IDEAS + DATA
THE DIGITAL DATA FINGERPRINT GIVES US THE ABILITY TO CREATE, OBSERVE AND MEASURE HUMAN EXPERIENCES http://bit.ly/5xJeTF
THE START OF A SHIFT
LINEAR CONNECTIONS BETWEEN PAID MEDIA
AND SALES
IDENTIFYING AND MANAGING ALL BRAND
INTERACTIONS AND BUSINESS PERFORMANCE
FROM TO
RECOGNIZING SOME DATA IS FASTER THAN OTHERS
BRAND SALES
CONSUMER ATTITUDES
TV/OOH INVESTMENT
SOCIAL INTERACTIONS
ONLINE PLACEMENT
CONTENT VIEWS
TIME
A NEW AGENCY BREED
DBA / DEVELOPER
WEB DEVELOPER
DIGITAL / BI ANALYST STATISTICIAN
DATA SCIENCE IS A TEAM GAME
TECHNOLOGY AS A DATA FLOW ENABLER
TRAFFIC, EXECUTE
TRACKING
PLANNING
PROCESS, REPORT DATA
ANALYSIS, INSIGHTS
OPTIMIZE
DATA IMPLEMENTATION STRATEGY
STOR
AGE N
EEDS
Log file (private server, cloud)
Not big data
Big-ish data Big data ...
DATA REQUIREMENTS
Multiple connected systems (server farm, cloud)
?
Summary (private server)
TIME
UNLOCKING BIG DATA • Launch of Z10 and Q10 in Q2 2013 • Matching Blackberry database with worlds largest global digital database • Facebook’s Custom Audiences helped scale look-alike prospects from 3.9 million to 21.6 million • By identifying exact Blackberry users on Facebook we were able to serve highly personalized messages to
encourage upgrading and the return past owners back to the Blackberry platform • No mass media - just social engagement with most receptive audiences based on fan, interests, purchaser
profiles etc.
RESULTS: • 30,000 devices sold
• 20% of which directly attributed to Facebook paid advertising
DATA IS INTEGRAL TO EXPERIENCE MARKETING MEASUREMENT
LINEAR MMM (ANNUAL)
MMM 2.0 (INDUSTRY STANDARD)
ATL TV
Print OOH Digital
BTL Instore Trade
Better understanding of consumer pathway through search and website
Measurement of activities Historically informed paid media planning
ATL TV
Print OOH Display Search
OWNED Website
BTL Instore Trade
Traditional Media / In-store shopping Digital Media / E-commerce
THE MEASUREMENT LANDSCAPE EVOLUTION
CONVERGENCE ANALYTICS
THERE IS NO SHORTAGE OF DATA FROM MANY PAID, OWNED AND EARNED SOURCES
OWNED MEDIA VARIABLE SOURCE
Facebook views Community Manager or Agency
Brand site Traffic (including Mobile site) Brand Digital Agency
Organic Search Clicks Search system
Mobile App Downloads Mobile system
EARNED MEDIA VARIABLE SOURCE
Search Impressions Google, Hitwise
Earned Media Impressions Sysomos, Google Trends
Boards, Micro-blogs, Videos/Images, Blogs, Blog Comments, Groups Buzz tracking
PAID MEDIA VARIABLE SOURCE
TV Impacts DDS
Online Impressions Online Ad server
Paid Search Click Search bid management system
Print Impressions Print systems
Mobile Online Impressions Mobile system
Facebook banner impressions Facebook Account Team
INTRODUCE
ASSIST
CONVERT
$$
PIZZA HUT UTILISE A MIX OF MOBILE, SOCIAL AND TRADITIONAL MEDIA
POE OPTIMISATION IGNITES QSR’S SALES
20% INCREASE IN CONVERSION AND A 43% DECREASE IN COST PER GUEST CHECK
WHERE DOES DATA TAKE US TO NEXT?
THE FUTURE IS AGILE
#1 Twitter Number one trending topic
on Twitter – 48 hrs.
10:30PM Sunday Juan Montoya’s car crashes on National TV and Tide Powder is used to clean it up
7:30AM Tide Always On team begins planning response
Sunday Night People begin tweeting, posting and sharing pictures
8:00 AM Action plan, campaign is born
9:45 AM Rights to photo are secured from Getty Images
1PM Tide response is live on Facebook, Twitter, iMedia, Search
10AM Claims approved by legal
10AM - SAT USA Today breaks story of
Tide Nascar spot
2:30 - SAT RACE BEGINS
3:35 - SAT Spot Airs
$8MM In paid media value
in a week
THANK YOU FOR YOUR
ATTENTION