The power of data 2010

Data B&T Bootcamp 2010

@davewhittle

Data. Data. Data.

Confession.

“0100100100100000011000010110 1101001000000110111101100010 0111001101100101011100110111 0011011001010110010000100000 0111011101101001011101000110 1000001000000110010001100001 011101000110000100101110.”

“I am obsessed with Data.”

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

Beginning. Middle. End.

Fiction Fact

Subjective Objective

Postulate Calculate

Art Science

Sample Universe

Unknown

Unknow

Sources

Everywhere?

Everywhere.

But let’s focus on the interwebs.

Where? Ow ht ug ned Bo Data Earned

Who? rs lde Sta ho ff are Data Sh Consumers

Earned

Owned Maximum Traffic Minimum Time

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

Everythings?

Everything.

But let’s focus on the consumer.

Say Do Inferred

Be hav file Pro io u Data ral Inferred

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

Action

Everytime?

Everytime.

But let’s focus on the marketing.

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

Collect Collate Conclude

Action Value Insight Intelligence Information Data Process

Message + Medium

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.

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

Examples

Predict?

Predicting irrational behaviour. behaviour.

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

Status quo bias Organ donation Presumed consent

The power of now

Summary

Collect Collate Conclude

Data driven decisions.

Questions?

Tweets?

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

Thank you

The power of data 2010

by David Whittle on Aug 20, 2010

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The power of data 2010 — Presentation Transcript