Power of data

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  • [This is a deck that can be used to introduce some excellent “tools” most of which are free. It was first deliver by Jonathan Briggs at the Ogilvy Mastering Digital Master classes run across APAC in July 2011. It has been adapted and updated by Barney Loehnis (barney.loehnis@ogilvy.com).]This presentation is best used as a discussion guideline. The session should be highly interactive. Attendees should have their laptops open and should play with the tools as they’re discussed.It’s also a deck that we’ve used with clients in workshops.
  • It’s is important to remember that in the fragmented media world where most brands will be communicating with consumers across multiple touch points, there often is not absolute right and wrong channel to leverage. What is important is that marketers understand the causal relationship between their chosen channels, so that that they can optimize campaigns, and control the impact and results of a campaign.In that context it’s important to remember that Digital is not a checklist. Not every digital channel need to be leveraged if it plays no part in the consumer journey. Markets should strive however to understand the impact that each channel has across other channels. For example: How leveraging a big TV campaign will have an impact on consumers going online to search… or asking their friends about which soundtrack “music” was used…Brands should diversify their communications mix. If they put all their efforts into a few channels alone they are more vulnerable to simply missing their target – so like this image of a rich ecosystem the communications mix should be seen as a system – where each facet complements and offsets the other
  • This clip from IBM is part of their strategy of developing rich content relating to Smarter Planet. The reason for making this piece of content stemmed from the need to develop content relevant to IBM’s target audience that would engage them.We show it HERE because actually it tells a broader story about data than that of simply optimizing digital campaigns. It outlines how data will increasingly help us to intelligently set up systems that can talk to each other, and make simple but sensible decisions, or provide us with information about how we can better decisions – depending on the data that surrounds us. IBM talks about the world becoming an “internet of “things” where there are more intelligent machines and systems communicating with each other, than there are humans.
  • Now we’ve set the scene, that data should increasingly drive decisions, that our communications channels exist in an ecosystem that we need to understand how one part affects another, and that increasingly data will help brands develop intelligent services to add value to consumers… let us now take a slightly different tack.Open up the question:WHAT is Google?… an algorithm. What does that algorithm do? Or judge?DO YOU KNOW THAT TWO DIFFERENT PEOPLE SEARCHING FOR THE SAME WORD WILL (could) RECEIVE DIFFERENT RESULTS. Why?… a spider that looks for information. How long would it take to search the entire web? How often does it refresh? Does it treat all sites in the same way, or are some more important than others? How does it search for pictures? Or videos?… a computer? How big is it?
  • If Google is a computer – what does it look like?This is an image of a data centre in Japan – meant to be one of the biggest in the world140,000 square meter of floor space to house computers. That’s 22 football pitches200 workers and about $800m-$1bn of equipmentEating 100mW of power. About the same as 250,000 homes.Google is meant to heave over 180 such data centers worldwide with an estimated 900,000 serversIt would take Google spiders 4months to crawl the web starting from scratch. Which is why Google spiders make a judgment on how often it needs to return to sites to check for new content. When the spiders visits sites they start http://www.datacenterknowledge.com/archives/2009/05/14/whos-got-the-most-web-servers/http://wikibon.org/blog/inside-ten-of-the-worlds-largest-data-centers/
  • Who owns the most servers in the world?Google. Emphatically.
  • For all the people in the room: HOW IMPORTANT IS GOOGLE TO YOUR BRAND/CLIENT?In what ways does it currently contribute?How else does it contribute?How much business does it drive?How much does you audience it to find out about your brand or product?What information are your consumers looking for?What can you tell about your competitors?What can you tell about what drives or excites or motivates your Consumers?Can you quanitify how much business google generates for your brand? Or how much it generates for your competitors?
  • Those companies that can most clearly see the direct impact of a “click” are the ones that invest most in Google.Insurance companies, banks, loans. Lawyers, graduate schools… all industries with high value services, and even higher lifetime values whose consumers are most likely to be searching for online are prepared to pay upwards of USD50 for each click, because they clearly understand that this will drive their bottom line.They acutely and undeniably understand from where thy receive most enquiries that eventually result in ACTUAL sales…
  • Which begs the question: WHAT IS DRIVING YOUR CLIENT OR YOUR BRAND’S BOTTOM LINE?Which channels are driving most of your businesses?We should be able to provide this sort of insight to out clients.But often we can’t.So few Marketers bother to understand what is driving traffic to the website, which sources then convert and drive the bottom line.Marketers have to be able to understand the relationship between different visits and what drove people there in the first instance. Was it really search? Or the TV add that then drove people online to search?What can you tell about this brand or clients from this data?It’s probably a generic product - probably a retailer - to which people do not associate a specific name to as you can see very little referrals from “branded” keywords.
  • Visit the ad planner Doubleclick websitehttps://www.google.com/adplannerExplore some sites. Look at the stats. Compare them.Ask the audience: are these good or bad?You have to learn to “read” the data. Not all of it is accurate, but proportionately you can tell quite a lot about a brand’s consumers or competitorsREMEMBER only demographic data for .com sites. For local sites you can still get some info, but not as much as for large .com onesAsk the questions: HOW DOES AD PLANNER GET THIS DATA?… do people fill in forms?… is it sampling data?Answer: from GMAIL.Gmail enables people to log in when they are using a browser and then they effectively never “log out” so Google can continue to track where people are visiting across the web.And what they search for.And the words in their emails which are used to help provide contextually relevant Google ads in gmail.Google bought ADMOB – one of the largest mobile ad networks, so Google can help track mobile sites as well.And Google owns it’s own browser… ChromeAnd it’s own mobile Operating System. Android.And a phone.ALL OF THESE HELP GOOGLE TRACK CONSUMER’S INTERESTSGOOGLE can predict health epidemics like Flu outbreaks two weeks before the US health authorities can, because they can see the symptoms that people type in when they go online. Google is
  • Goto http://www.facebook.com/ads/createAnd take people through the process of making an add.Pick a site, approve the suggested text and imageThen select which city and draw people’s attention to how the number of FB people on the right hand side changes as different choices are made.e.g. Gender, new counties or new cities, interests etcThis service can be used simply to research the different sizes of audience in a market... As well as deliver very targeted advertising messages
  • How many websites have these buttons on them?Do you have to click on these buttons for them to know that you’ve been on that site?No. The code calls the images as soon as you visit the site, so Google and Facebook know exactly what sites you are visiting.

Transcript

  • 1. Power of DataDeveloping better strategy, insights and results
    Data and Tools
  • 2. Sponsorship & Branded Content
    Mobile Media
    Coupons
    Measurement & KPI’s – Data Platform
    Customer Service
    Banners & Rich Media
    Press Coverage / Editorials / Reviews
    Mobile Sites & Applications, e.g. retirement calculator
    Word of Mouth
    Events
    OWNED
    PAID
    EARNED
    Brand Website
    Retail / Office
    Public Relations
    Media Owners
    Social Media
    Media Sites
    Digital Commerce
    Paid Search
    Search Engine Optimization
    Facebook
    SMS
    POP at retail banks
    Packaging
    Viral / Buzz Activity
    YouTube
    Print
    CRM
    TV
    OOH / Radio
    DIGITAL
    Location services / coupons
    PHYSICAL
    Data exists for every touch point and channel
  • 3. Digital is not a checklist
    Digital is an ecosystem
  • 4. Sponsorship & Branded Content
    Mobile Media
    Coupons
    Measurement & KPI’s – Data Platform
    Customer Service
    Banners & Rich Media
    Press Coverage / Editorials / Reviews
    Mobile Sites & Applications, e.g. retirement calculator
    Word of Mouth
    Events
    OWNED
    PAID
    EARNED
    Brand Website
    Retail / Office
    Public Relations
    Media Owners
    Social Media
    Media Sites
    Digital Commerce
    Paid Search
    Search Engine Optimization
    Facebook
    SMS
    POP at retail banks
    Packaging
    Viral / Buzz Activity
    YouTube
    Print
    CRM
    TV
    OOH / Radio
    DIGITAL
    Location services / coupons
    PHYSICAL
    Understand how each data point relates to another
  • 5. “The internet of things”
  • 6. What is Google?
  • 7.
  • 8. Who owns the most servers?
    Intel
    Akami
    Verizon
    Facebook
    AT&T
    Google
  • 9.
  • 10. 25% of Google’s revenue comes from Insurance related termsGoogle drives the fortune of most of this sectorsWhat proportion of budget should you allocate to Search?
  • 11. What is driving acquisition for your brand?
  • 12. How does Google get this data?
  • 13. Activity: Teams of 4 (with laptops)
    What tools do you use now? What can consumer insights can you discover? What insights into competitors?
    Google insights - google.com/insights/search/
    DC Ad planner - google.com/adplanner
    Google trends - trends.google.com
    Google adword - adwords.google.com
  • 14. Google Trends
    Search keywords/websites trend by showing the search volume index and relevant news on Google
    Can be use as a reference in order to evaluate if certain campaigns arise interest or curiosity in search engine aspect
    Confidential &Proprietory
    14
  • 15. Additional tools for building insights
    General content aggregator Addictomatic.com
    Google content aggregator Whatdoyoulove.com
    Free sentiment tool TweetFeel.com
    Who is tracking you Ghostery.com
    Competitor Keywords SpyFu.com
    Facebook Ads facebook.com/ads/create/
  • 16. Addict-o-matic
    An integrated platform where you can type in a keyword/topic to find all the relevant information on social websites such as Youtube, Twitter, Flickr, Google Blog, Bing, Yahoo News, and etc.
    It consolidates all the latest trend/talking point on a topic where you are check what kind of videos/tweets/news/pictures are spreading online
    Available Sources
    Confidential &Proprietory
    16
  • 17. What do you love (Google)
    An integrated platform from Google, by entering the keywords to search for the related topics with Google widgets.
    The multi search engine enables previews of various specialized Google searches in one place.
    The results of the search are categorized by Google widgets, such asGoogle Books, Google Map, News
    Confidential &Proprietory
    17
  • 18. Tweetfeel Twitter
    Real-time sentiment search for Twitter that analyze user’s tweets based on a keyword
    It monitors the positive and negative feeling in twitter conversation about a brand, product, service based on a complex algorithm
    The basic version is free but there is a complete version which can track and compare the trend for several keywords/hot topics
    Due to the popularity of Twitter in the local market, information may be limited in places like Hong Kong but rich in Singapore.
    Confidential &Proprietory
    18
  • 19. Ghostery
    Ghostery tracks which external sites are tracking a user as they browse a site.
  • 20. SpyFu
    A tool that that spy on your competitors by learning what keywords they are buying on Adwords and other search engines.
    The software scan through the search engines to determine what your competitor is buying based on the public domain
    It can define your competitor’s
    Daily budget, Average Ad position , Daily SEO Traffic Value, Paid/Organic Clicks per day
    Data only available for the UK and US market and it is a little outdated. However it is a good starting point to see where there may be opportunities to improve
    Confidential &Proprietory
    20
  • 21. Facebook
    Use Facebook self-serve advertising tool to see the sizes of different audience segments, split by country, city, gender, interests
  • 22.
  • 23. Sponsorship & Branded Content
    Mobile Media
    Coupons
    Measurement & KPI’s – Data Platform
    Customer Service
    Banners & Rich Media
    Press Coverage / Editorials / Reviews
    Mobile Sites & Applications, e.g. retirement calculator
    Word of Mouth
    Events
    OWNED
    PAID
    EARNED
    Brand Website
    Retail / Office
    Public Relations
    Media Owners
    Social Media
    Media Sites
    Digital Commerce
    Paid Search
    Search Engine Optimization
    Facebook
    SMS
    POP at retail banks
    Packaging
    Viral / Buzz Activity
    YouTube
    Print
    CRM
    TV
    OOH / Radio
    DIGITAL
    Location services / coupons
    PHYSICAL
    Identify how to use data for insights and optimisation
  • 24. Summary
    • Consumers are being tracked in (all) their activities
    • 25. Leverage data to drive marketing insights…
    • 26. …to understand consumer journeys, their decision “architecture” and the specific “ecosystem”
    • 27. Data provides opportunities (personalisation, measures of effectiveness, optimisation) and concerns (privacy)
    • 28. Data changes creative activities (what), accountability (why) and business models (money)