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Getting Smart, Not Big, With Data

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This doc dives into the world of data, explaining our philosophy of it in the agency world, and how we leverage data for our clients in a smart way. From collection to storage to visualization to …

This doc dives into the world of data, explaining our philosophy of it in the agency world, and how we leverage data for our clients in a smart way. From collection to storage to visualization to action, we will explore each of these areas and show inspiring examples of how organizations are using data in a smarter way to attract and retain their customers. Regardless of how much data you have and where it is coming from, there are ways to identify just the right insights and nuggets to make your data understandable, actionable and simply beautiful to look at.


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  • From Mary Meeker
  • The democratization of data
  • An observation Playfair made in the 18th century is true in the 20th century as well: “On inspecting any one of these Charts attentively, a sufficiently distinct impression will be made ... and the idea which does remain will be simple and complete.”1
  • Channels play different roles in the customer journey
  • Channels play different roles in the customer journey
  • 950 data points
  • 950 data points
  • 950 data points
  • With visualization, users can identify relevant patterns and trends that might take hours or days with tabular reports. As a result, analysts can spend more time analyzing data and less time finding or creating it. “Business users no longer have to spend time building pivot tables or running SQL queries,” said Doherty of Dartmouth.
  • Transcript

    • 1. It’s About Smart Data Not Big Data Andy Radovic Regional Director, Digital, Asia Pacific, Maxus
    • 2. 1 Question I want to Explore Today: How you can use data in a very simple way to make a very big change
    • 3. My Change Physical Achieved 700 Kilo’s in 1 Year Relationship Frequent jogging with my wife Social Grew personal network
    • 4. Big Data
    • 5. 90% of the world’s data has been created in the last two years!
    • 6. Tracking search queries for the term “big data”
    • 7. The two “Biggest” contributors are smartphone use and social media addiction
    • 8. Long Ago, People Danced at Concerts, Now They Video, Click, Share, Tweet 1990s 2010s
    • 9. Amount of global digital information created & shared from docs to pics to tweets grew 9x in five years
    • 10. But it’s just getting started… 2.7 Zettabytes [2012] 7.9 Zettabytes [2015]
    • 11. Data Analyst In the US alone, there is a shortfall of 190,000 analytics experts and 1.5 million data-savvy managers with the necessary skills to make decisions based on the analysis of Big Data.
    • 12. Aug 2013 Is the chief data officer an addition to the agency Csuite that will stick? Ogilvy & Mather is among the first agencies to create a CDO role, as the influx of data and modern approaches to analytics change how agencies do business and serve their clients. The company has hired former Acxiom exec Todd Cullen as its global chief data officer reporting to Miles Young, worldwide chairman and CEO at the WPP-owned shop.
    • 13. data is the new oil Credit: David McCandless
    • 14. data is the new soil Credit: David McCandless
    • 15. Credit: David McCandless
    • 16. We believe that the single biggest barrier in our ability to glean insights from data is in how the data is presented
    • 17. William Playfair?
    • 18. The world’s first bar, line, and pie charts of any renown are believed to have been devised in the late 1700s by a Scottish engineer and political economist, William Playfair (1759– 1823). Considered the founder of graphical data representation, Playfair produced a number of visualizations on economic and political issues of interest to the British empire
    • 19. “On inspecting any one of these Charts attentively, a sufficiently distinct impression will be made ... and the idea which does remain will be simple and complete.” -William Playfair
    • 20. In the information age we have access to more data and knowledge than at any previous point in human history. But more accessible data doesn’t necessarily mean more processable data
    • 21. We need a system where we can process this mess of information for us and break it down into comprehensible pieces, often enhancing it by placing it in deeper contexts and by finding surprising patterns
    • 22. Tracking search queries for the term “data visualization tools”
    • 23. Jer Thorp The Emergence of Data Artists Jonathan Harris David McCandless Martin Wattenberg
    • 24. “I would like to tell you that the wind map is the coolest and most valuable piece of weather I could ever use! I am a farmer in Oklahoma and just found this map a few days ago. I find it extremely useful for planning when I spray and do other field work like making hay” “Mesmerizing. I used it to teach my kids about wind patterns yesterday and we forecasted tornados in the midwest given the large pressure area and cold/warm fronts converging there. Today I read that Texas indeed had tornados yesterday and the kids are awestruck that they figured that out”
    • 25. Jer Thorp’s “Just Landed”
    • 26. Jer Thorp’s “Good Morning”
    • 27. Gold Winner: CNN Home and Away
    • 28. Bronze Winner: Evolution of Web
    • 29. Silver Winner: FilmStrips
    • 30. Huge movement in “Quantified Self apps”
    • 31. Gold Winner: The Antimap
    • 32. And new companies are popping up to help drive the industry
    • 33. How Are Brands Applying This?
    • 34. Google’s Journey to Online Purchase How do different marketing channels affect customer purchase decisions?
    • 35. Google’s Journey to Online Purchase
    • 36. Google’s Our Mobile Planet
    • 37. Mapping Media Consumption in Singapore
    • 38. NYT Visualization Labs The launch of The New York Times Visualization Lab, allows readers to create compelling interactive charts, graphs, maps and other types of graphical presentations from data made available by Times editors. NYTimes.com readers can comment on the visualizations, share them with others in the form of widgets and images, and create topic hubs where people can collect visualizations and discuss specific subjects.
    • 39. NYT Visualization Labs
    • 40. Graph your Inbox by Gmail
    • 41. Netflix & TV Programming
    • 42. Netflix & TV Programming Using treasure troves of information on online customer viewing habits, Netflix are designing new TV series that their data tells them will win. Netflix's first foray into original programming, the "House of Cards" series, has been a big hit. The company says the series brought in 2 million new U.S. subscribers in the first quarter of 2013, a 7% increase over the previous quarter. The company's chief content officer said in February that Netflix uses "really big data" to pick which shows to produce and how to promote them. Yet Netflix's debut as a producer also demonstrates something far more important: how Big Data can fundamentally change the structure of an industry by shifting the balance of power.
    • 43. Moneyball Using data to find talented undervalued players and visualizing them into a winning team =
    • 44. Provolv Cricket App http://www.youtube.com/watch?v=zKhoJAp3Zgw
    • 45. The NBA & Stats LLC The NBA and Stats LLC announced a plan to install motiontracking technology in every NBA arena beginning with the upcoming 2013-2014 season. Stats’ SportVU Player tracking system, a platform that includes six cameras and exclusive software, will be used by all 30 NBA teams during game play to record and measure the movements of the ball and all players on the court. A continuous stream of data and innovative statistics will therefore be available, chronicling speed, distance, player separation and ball possession for a deeper and more targeted analysis.
    • 46. The NBA & Stats LLC Every shot LeBron James made in Game 7 of last season’s finals… http://deadspin.com/heres-every-single-shot-lebron-made-in-game-7-in-one-g-551284643
    • 47. LinkedIn
    • 48. Unilever on Tableau
    • 49. Automating Your Insights www.nugit.co Data Sources Nugit Insight
    • 50. Automating Your Insights
    • 51. To what degree did data visualization improve business insight? 74% said “Very High” Reference: TDWI Research Q1 2011
    • 52. To what degree did data visualization improve user productivity? 67% said “Very High” Reference: TDWI Research Q1 2011
    • 53. 1 Question I want to Explore Today: How you can use data in a very simple way to make a very big change
    • 54. key takeaways
    • 55. be simple
    • 56. design is important
    • 57. interaction is more important
    • 58. empower your audience
    • 59. What You Can Do 1. Audit: do an audit on how your currently reporting and if there’s an opportunity to improve 2. Tools: Understand what tools and platforms are out there to help aid you in your ability to report and design 3. Data: Map out what data you are collecting, where it’s coming from and how you’re storing it 4. Visualize: Decide if you need to bring in a data artist to help build some template to enhance your identity
    • 60. Thank You