Stories that scale: Big Data + Big Stories

Stories that scale Content Marketing Show - 20.11.12 @amayﬁeld @brilliantnoise brilliantnoise.com

Spoiler alert...

BIG DATA +BIG STORIES

Storytelling can SCALE PDR (cc) http://goo.gl/CEs8e

Scaling yourIt is about ability to tell stories....

Your ability toIt is about listen to customer stories

AutomatedWhat scale Dehumanised is not... Numbers-led Blockbusters

having one-It is about to-one conversations that can scale

Smalldata-driven bull***t content http://goo.gl/MPpdb

Maybe your data isn’t bigenough.

US elections2012

“It was the quants what won it.”

"...they used theirdatabases to tell stories.Or, more to the point, theirdatabases and modelswere used so thatAmericans could tellstories to each other." Felix Salmon http://goo.gl/GxfMp

“Joined-up data that enables you to understand which stories to tell to who, and how and when they should be told. Thats the future of marketing, right there.”Neil Perkin http://goo.gl/B6Mah

Storiesthat scale

Havingcreative /editorial anddata analystson the sameteam.

NUMBERS +STORIES

BIG DATA + CONTENT +CUSTOMER EXPERIENCE

Customer decisionjourney Consider Bond Advocate Evaluate Enjoy BuyMckinsey & Co’s Consumer Decision Journey Model Model ﬁrst published Harvard Business Review

Customer Centric Planning Consider Evaluate Buy Bond Advocate Search Engine 1 3 Brand website 7 8 Price Comparison 4 6 Social Media 2 5 9 10

Forrester’s Content Ecosystem

Storystream

BIG DATA + CONTENT +CUSTOMER EXPERIENCE

BIG DATA +BIG STORIES

There’s awhitepaper http://goo.gl/7uT1x

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Stories that scale: Big Data + Big Stories

by Antony Mayfield on Nov 20, 2012

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