Data driven design_DigitasLBi

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Slides from Alex Loveless (Head of Data at DigitasLBi) who spoke on 'data-driven design' at a breakfast briefing run by BIMA on 18 February 2014.

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Data driven design_DigitasLBi

  1. 1. DATA Driven Design Alex Loveless Head of Data DigitasLBi
  2. 2. Big Data (The peak of inflated expectations) The trough of disillusionment The Slope of Enlightenment
  3. 3. STOP WORRYING ABOUT BIG DATA
  4. 4. It’s not about the Big data it’s about the big questions
  5. 5. PPC   ORGANIC   DISPLAY   EMAIL   AFFILIATES   customer lifecycle JUST GIVE ME WHAT I WANT! WEB   MOBILE  
  6. 6. CUSTOMERS DON’T EXPERIENCE CHANNELS
  7. 7. OPTIMISED BRAND EXPERIENCE
  8. 8. OMNI-CHANNEL INSIGHT
  9. 9. PPC   ORGANIC   DISPLAY   EMAIL   AFFILIATES   WEB   MOBILE   PURCHASE   customer lifecycle DATA STRATEGY OPTIMISATION
  10. 10. Personalisation
  11. 11. media   purchase   Call   Centre   CRM   DATA Offline   2nd   Party   POS   analyAcs  
  12. 12. media   purchase   Call   Centre   CRM   DMP Offline   2nd   Party   POS   analyAcs  
  13. 13. MVT
  14. 14.   header nav   logo   hero   Targeted   module   promo   Targeted   module   promo   Targeted   Module  
  15. 15. Early-Mid-Twenties Xbox Owner Likes Football
  16. 16.   header Xbox owner nav   logo   hero   Previously bought Call or Duty Targeted   module   promo   Targeted   module   promo   Targeted   Module   Is probably male 16 - 25 Was previously on Manchester Utd site Has searched for TV’s
  17. 17.   header nav   logo   6 Modules hero   Dynamic   text   promo   Dynamic     text   promo   Dynamic     text  
  18. 18. 3 age ranges 2 genders 5 product lines
  19. 19. 30 assets per Module
  20. 20. 180 Total Assets Created
  21. 21. 729,000,000
  22. 22.   header nav   logo   hero   Dynamic   text   promo   Dynamic     text   promo   Dynamic     text  
  23. 23. Really Freaking Big
  24. 24.   header nav   logo   hero   Display   Ad   Affiliate   promo   PPC   display   Dynamic   text   Dynamic     text   promo   Dynamic     text  
  25. 25. Progressive Profiling Seen   Ad   Searches   Adds  to   basket   buys   returns  
  26. 26. There’s a Catch
  27. 27. DON’T TRUST THE DATA
  28. 28. RISK
  29. 29. RISK
  30. 30. TEST TEST TEST
  31. 31. Email PPC Social SEO Web behaviour Mobile social purchases creates customer data creative social CRM app analysis media UX 3rd party informs value prediction segmentation behaviour
  32. 32. ?   ?   ?   ?   DMP ?   ?   ?   ?  
  33. 33. START SMALL
  34. 34. MAKE A STRATEGY
  35. 35. GO WITH WHAT YOU KNOW
  36. 36. OPEN YOUR MIND
  37. 37. WHAT ARE YOUR BIG QUESTIONS?
  38. 38. CHEERS!

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