B&T Bootcamp The power of data

1. Data
B&T Bootcamp
2010

3. @davewhittle

4. Data. Data. Data.

5. Confession.

6. “0100100100100000011000010110
1101001000000110111101100010
0111001101100101011100110111
0011011001010110010000100000
0111011101101001011101000110
1000001000000110010001100001
011101000110000100101110.”

7. “I am obsessed with Data.”

9. Definition
da·ta
Pronunciation: dā-tə, da- also dä-
1. Factual information (as measurements or statistics) used as a basis
for reasoning, discussion, or calculation
2. Information output by a sensing device or organ that includes both
useful and irrelevant or redundant information and must be
processed to be meaningful
3. Information in numerical form that can be digitally transmitted or
processed

10. Beginning. Middle. End.

11. Power

14. Fiction Fact

16. Subjective Objective

18. Postulate Calculate

20. Art Science

22. Sample Universe

23. Unknown

24. Unknow

25. Unknow

26. Sources

27. Everywhere?

28. Everywhere.

29. But let’s focus on
the interwebs.

30. Where?
Ow
ht
ug
ned
Bo
Data
Earned

31. Who?
rs
lde
Sta
ho
ff
are
Data
Sh
Consumers

32. Earned

33. Earned

34. Owned

35. Owned
Maximum
Traffic
Minimum
Time

36. Bought
Reactivate Reach &
Educate
Attract &
Retain Encourage
Data
Convince
Recognise & Convert
Drive
Activate
value

39. Types

40. Everythings?

41. Everything.

42. But let’s focus on
the consumer.

43. Say Do
Inferred

44. Be
hav
file
Pro
io u
Data
ral
Inferred

45. Level 1 Level 2 Level 3
Data Profile Behavioural Inferred
Name, email, Website activity, Clustering,
Example
phone number purchase history predictive model

46. Action

47. Everytime?

48. Everytime.

49. But let’s focus on
the marketing.

50. Cost/number
Objective targets $/ #
Reach Total unique reach.
Impressions Total ad impressions.
Interaction Total interactions and time spent with ads.
Click through Total click throughs.
Total site traffic to site that viewed but didn’t click
View through on an ad.
Downloads Total downloads of ringtones, avatars etc.
Total emails sent to a friend from banners or
Emails websites.
Searches Total number of search engine queries

51. Collect Collate Conclude

52. Action
Value
Insight
Intelligence
Information
Data
Process

53. Message + Medium

54. Relevance
Timely: people look forward to hearing from you
Relevant: communication the recipient is interested in
Anticipated: people expect to hear from you
Personal: the messages are customised to the individual
TRAP.

55. Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11
Run Review Revise
Improvement
Run Review Revise
Run Review Revise
Run Review Revise
Run Review
Run
Revise
Run > Review > Revise
Repeat_
Review

56. Examples

57. Predict?

58. Predicting
irrational
behaviour.
behaviour.

59. Managing choice
P&G reduced its range from 26 to 15
Sales went up by 10%

60. Status quo bias
Organ donation
Presumed consent

61. The power of now

62. Summary

63. Collect Collate Conclude

64. Data driven decisions.

65. Questions?

66. Tweets?

67. Contact
David Whittle
Chief Executive Officer
0448 000 000
david.whittle@mark.com.au

68. Thank you