T H E R E ’S CE RTA IN LY N O SH ORTA GE
OF DA TA OU T T H E R E ,BU T H OW
M A R K E T E R S A N D B R A N DS U T IL IZE
...
DECADESAGO,MARKETERSWOULDHAVELOVEDTO HAVEDEEP,PERSONAL
INSIGHTSINSIGHTSABOUTTHEIRCONSUMERBASE.ITMAYHAVESOUNDEDINTRUSIVETHE...
JEREMYDALY,EXECUTIVESTRATEGYDIRECTOROFY&ROPINEDTHATTHERECOULD
BETOO MUCHDATAOUTTHERE.SINCETHEAVAILABLEDATA ISCHANGING
CONS...
IFDECIPHERINGDIFFERENTTYPESOFDATAANDMEASURINGWHATTRULYMATTERS
REMAINSDIFFICULT,HOW AREWESUPPOSEDTO ULTIMATELYMAKEUSEOFALLT...
FORBRANDS,MININGTHROUGHTHISMUDDLECERTAINLYALLOWSTHEM TO LEARN
MOREABOUTTHEIRCUSTOMERS,BOTHPRESENTANDFUTURE.BUT,ASJANE
SSCH...
What To Do With All This Data? #SXSW #OgilvySXSW
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What To Do With All This Data? #SXSW #OgilvySXSW

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There's certainly no shortage of data out there, but how marketers and brands utilize this vast resources still isn't being worked out.

Published in: Technology

What To Do With All This Data? #SXSW #OgilvySXSW

  1. 1. T H E R E ’S CE RTA IN LY N O SH ORTA GE OF DA TA OU T T H E R E ,BU T H OW M A R K E T E R S A N D B R A N DS U T IL IZE T H IS V A ST R E SOU RCE IS ST IL L B E IN G W OR K E D OU T WHATTODOWITH ALLTHISDATA?
  2. 2. DECADESAGO,MARKETERSWOULDHAVELOVEDTO HAVEDEEP,PERSONAL INSIGHTSINSIGHTSABOUTTHEIRCONSUMERBASE.ITMAYHAVESOUNDEDINTRUSIVETHEN, BUTNOW WE’REGROWINGUSEDTO IT.FOLKSARECOMINGTOTERMSWITHTHEIDEA THATLIVINGDIGITALLYCOMESWITHMAJORPRIVACYTRADEOFFS.HABITS,LIKES ANDDISLIKESAREALLPUBLICINFORMATIONNOW—INFORMATIONTHATBRANDS HOPETO CAPITALIZEON.THAT’SNOTSO SIMPLE.THERE’SSO MUCHOFITOUT THERETHATIT’SDIFFICULTTO MAKEUSEOFITEFFICIENTLY.HOW CANALLTHISDATA BEPROPERLYMEASURED,ANDWHAT’STHEENDGAMEFORBRANDSAND CCONSUMERS?THESEQUESTIONSWEREATTHEFOREFRONTOFAPANELDISCUSSION ATSXSW FEATURINGSOMETOPINDUSTRYLEADERS,ALLOFWHOM HAVEAHORSEIN THERACE. SO M U CH DA TA
  3. 3. JEREMYDALY,EXECUTIVESTRATEGYDIRECTOROFY&ROPINEDTHATTHERECOULD BETOO MUCHDATAOUTTHERE.SINCETHEAVAILABLEDATA ISCHANGING CONSTANTLY,GAUGINGITSMEANINGREMAINSANUPHILLBATTLE.WILLIAMSNOTED THATWEOFTENONLYREPORTOUTONSUCHASMALLFRACTIONOFTHEDATATHAT WERECEIVE.ANDSTEVEWIRIG,SOCIALMARKETINGEVANGELISTOFDIGITAL MARKETINGFORADOBE,POSITEDTHATALIGNMENTOFDATATO COREBUSINESS OBJOBJECTIVESISTHEKEY.OFTEN,HESAID,THESOCIALDATATHATISCOLLECTED DOESN’TFALLINLINEWITHBUSINESSOBJECTIVES,ANDTHUSCANBE RENDEREDUSELESS. M E A SU R IN G W H A T M A T T E R S
  4. 4. IFDECIPHERINGDIFFERENTTYPESOFDATAANDMEASURINGWHATTRULYMATTERS REMAINSDIFFICULT,HOW AREWESUPPOSEDTO ULTIMATELYMAKEUSEOFALLTHIS INFORMATION?ACCORDINGTOWILLIAMS,DATACANUNLOCKNEW OPPORTUNITIES. ITCANBEUSEDTO UNDERSTANDTHECUSTOMERONLINEJOURNEY,WHICHINTURN CANHELPBRANDSTO BUILDRELEVANTCONTENTANDENGAGEMENT OPPORTUNITIES.IT’SIMPORTANT,SHEFINISHED,TOTHINKABOUTACUSTOMER’S AFFINITIESANDNOTSIMPLYTHEFINALCLICK. M A K IN G U SE OF DA TA
  5. 5. FORBRANDS,MININGTHROUGHTHISMUDDLECERTAINLYALLOWSTHEM TO LEARN MOREABOUTTHEIRCUSTOMERS,BOTHPRESENTANDFUTURE.BUT,ASJANE SSCHACHTEL,FACEBOOK’SGLOBALHEADOFTECHSTRATEGYNOTES,SOMETIMES CONSUMERINTENTISIMPLIEDBUTNOTCLEAR.THERE’SAFINELINETHATHASTO WALKED.BUT,IFDONECAREFULLY,THEINFORMATIONAVAILABLETHESEDAYSGIVES BRANDSTHEOPPORTUNITYTO DELIVERSOMETHINGMEANINGFULTO CONSUMERS, ANDCANEVENSURPRISETHEM ALONGTHEWAY.FORCONSUMERS,PRIVACYIS OFTENACONCERN.HOWEVER,IT’SALSOAPERSONALCHOICE,ANDASSCHACHTEL NOTED,THISYOUNGERGENERATIONISMUCHMOREUNDERSTANDINGOFTHEIDEA OFOFSHARINGPERSONALINFORMATION.WHAT’SIMPORTANTISTHATTHEYRECEIVE SOMESORTOFVALUEINRETURN.ANDTHERE’STHEALL-IMPORTANTTRUSTFACTOR THATCANNOTBEIGNORED. W H A T ’S IN IT FOR B R A N DS A N D CON SU M E R S?
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