Welcome to the Age of Infomagination

06.10.09

The future

Information

Imag

inati

on

SUCCESS

What I’m going to talk about

—Data, data everywhere

—New understanding

—New conversations

—New tools

Data, data, everywhere…

32543254

Gray, R. (2008). How Big Brother watches your every move. The Sunday Telegraph.

Digital information created, captured, replicated worldwide

Tenfold growth in five years

DATA IS CHANGING THE WORLDDATA IS CHANGING THE WORLD

Analysis breeds advantage

Most marketers aren’t waving but drowning

—75% suffer from information overload

—Only 50% of their information is useful

—Analysis paralysis

IDC, Taming Information Chaos, 2007

Clients need partners to surf the data wave

Comms networks must develop their

technical skills

How are agencies feeling about the data revolution?

Agree that reliance on data is increasing

Agree that my employer is committed to training

staff to use itSadler, M. (2008). A two minute survey about data, August 2008. Based on employees at communications agencies in London [n = 122]. Conducted via www.surveymonkey.com.

It’s boring

It’s cold

It limits creativity

What do you dislike about data?

Sadler, M. (2008). A two minute survey about data, August 2008. Based on employees at communications agencies in London [n = 122]. Conducted via www.surveymonkey.com.

Old enemies?

Vs

The future

X

New understanding

“There are only two sources of competitive advantage:

the ability to learn more about our customers faster than the competition and

the ability to turn that learning into action faster

than the competition.”

Qual: insights & blind alleys

People don’t say what they mean or mean

what they say

Digital eavesdropping

Chairman steps down

Publishes loss of £4bn

Beyond what people say, to what they do

New conversations

Quarterly mailings: 4mQuarterly mailings: 4m

No. with identical vouchers: 2No. with identical vouchers: 2

Pieces of information/week: 5bn+Pieces of information/week: 5bn+

Taylor, J. (2005). Space race. John Wiley & Sons Ltd, ChichesterHayward, M. (2006). How to be a customer champion: turning insight into action. Market leader, issue 34. .

MASS

MARKET

ING

More personal, relevant & context sensitive

New toolsNew tools

Personal information provision: quid pro quo

Base: 1, 011 UK adults

IIPS, 2008

iTunes genius makes smart recommendations

Nike+ lets joggers challenge themselves & others

A host of mobile, location-based apps

RIGHT MOVE

ATM UK

BIONIC EYE

New combinations: new uses

The opportunity: help people benefit from their data

Summary

DATA IS CHANGING THE WORLDDATA IS CHANGING THE WORLD

New partnerships & new capabilities

needed

New understanding

New conversations

New toolsNew tools

The future

Information

Imag

inati

on

SUCCESS

Welcome to the Age of Infomagination

www.infomagination.co.uk