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Jonathan Van Parys Technology Lead at Semetis How to leverage technology in order to meet branding objectives?
| Date post: | 05-Jul-2015 |
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Technology |
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Jonathan Van ParysTechnology Lead at Semetis
How to leverage technologyin order to meetbranding objectives?
How to leverage technologyin order to meetbranding objectives?
Data
2005
2010
2015
Digital data storage in exabytes (IDC)
Lots of Data.
Quantity of data being created and stored is exploding.
Data explosion
Social media
Growth of channel and device choices
Shifting consumer demographics
Financial constraints
Decreasing brand loyalty
Growth market opportunities
ROI accountability
Customer collaboration and influence
Privacy considerations
Global outsourcing
Regulatory considerations
71%
68%
65%
63%
59%
57%
56%
56%
56%
55%
54%
50%
Percent of CMOs reporting underpreparedness
50%
Corporate transparency 47%
Data in Marketing
Accessible Data.
Getting the data you need is easier than has ever been. APIs are going to rule the world.
The rise of open APIs
The rise of open government data initiatives
data.gov.be
Timely Data.
No more waiting10 days to getthe data you need.
The real-time web
Flexible Data.
Choose what data you collect.
Definitive Data.
No more guessing. People speak with their clicks.
Data + Marketing
It’s the most exciting time ever to be in marketing. Capture, monitor and measure impact like never before.
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I think marketing is the new finance. In the 1960s and 1970s we got interesting data. So we saw huge gains in understanding performance in the finance industry.
I think marketing is in the same place: now we’re getting a lot of really good data, we have tools, we have methods, we have smart people working on it.
Hal Varian, Chief Economist at Google
How to leverage technologyin order to meetbranding objectives?
How to leverage technologyin order to meetbranding objectives?
Collect the right data.
?source=record-in-brief
?source=primary-nav
Data alone is not enough.Data needs poetry.
Brendan Dawes
Create the right interface.
The interface needs to identify what’s worth saying and help say it intelligibly.
Information display
The interface needs to identify what’s worth saying and help say it intelligibly.
Information navigation
Information hierarchy
We build data-rich applicationsbased on data collected around objectives.
Monitoring is better, more insightful and more fun.
Twitter Semetis Trends
Trending topics
We use impression data, evolution and speed of evolution to identify trending topics.Correlates very nicely with TV, radio campaigns, and big events.
Display focus
Easy access to top Display placements.
What next? track the top 10 sites your banners appear on.
track which display visuals work best.
track how often your brand is searched in Google.
track how often your brand is mentioned on Twitter or Facebook.
track what words are associated with your brand based on what people type.
What next?
track how many people like your website or Facebook Pages.
track which region your brand is most known in.
track which regions your banners are most often seen in.
What next?
Today’s availability of data on the web makes it possible to build applications that track your specific branding goals.
Tracking these objectives becomesbetter, easier, more timely, and more fun.
