Data
B&T Bootcamp
2010
@davewhittle
Data. Data. Data.
Confession.
“0100100100100000011000010110
 1101001000000110111101100010
 0111001101100101011100110111
 0011011001010110010000100000
 0...
“I am obsessed with Data.”
Definition
da·ta
Pronunciation: dā-tə, da- also dä-

1.   Factual information (as measurements or statistics) used as a ba...
Beginning. Middle. End.
Power
Fiction   Fact
Subjective   Objective
Postulate   Calculate
Art   Science
Sample   Universe
Unknown
Unknow
Unknow
Sources
Everywhere?
Everywhere.
But let’s focus on
the interwebs.
Where?




                           Ow
               ht
            ug



                             ned
         Bo
...
Who?




                 rs
              lde


                        Sta
            ho



                           ...
Earned
Earned
Owned
Owned
                  Maximum
 Traffic




                  Minimum


           Time
Bought

                   Reactivate    Reach &
                                 Educate

                               ...
Types
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,  ...
Action
Everytime?
Everytime.
But let’s focus on
the marketing.
Cost/number
Objective targets                                                         $/      #

Reach           Total uni...
Collect   Collate   Conclude
Action
Value




                                            Insight

                             Intelligence
          ...
Message   +   Medium
Relevance

Timely: people look forward to hearing from you
Relevant: communication the recipient is interested in
Anticipa...
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
      ...
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
The power of data 2010
The power of data 2010
The power of data 2010
The power of data 2010
The power of data 2010
The power of data 2010
The power of data 2010
The power of data 2010
The power of data 2010
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The power of data 2010

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The power of data

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The power of data 2010

  1. 1. Data B&T Bootcamp 2010
  2. 2. @davewhittle
  3. 3. Data. Data. Data.
  4. 4. Confession.
  5. 5. “0100100100100000011000010110 1101001000000110111101100010 0111001101100101011100110111 0011011001010110010000100000 0111011101101001011101000110 1000001000000110010001100001 011101000110000100101110.”
  6. 6. “I am obsessed with Data.”
  7. 7. 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
  8. 8. Beginning. Middle. End.
  9. 9. Power
  10. 10. Fiction Fact
  11. 11. Subjective Objective
  12. 12. Postulate Calculate
  13. 13. Art Science
  14. 14. Sample Universe
  15. 15. Unknown
  16. 16. Unknow
  17. 17. Unknow
  18. 18. Sources
  19. 19. Everywhere?
  20. 20. Everywhere.
  21. 21. But let’s focus on the interwebs.
  22. 22. Where? Ow ht ug ned Bo Data Earned
  23. 23. Who? rs lde Sta ho ff are Data Sh Consumers
  24. 24. Earned
  25. 25. Earned
  26. 26. Owned
  27. 27. Owned Maximum Traffic Minimum Time
  28. 28. Bought Reactivate Reach & Educate Attract & Retain Encourage Data Convince Recognise & Convert Drive Activate value
  29. 29. Types
  30. 30. Everythings?
  31. 31. Everything.
  32. 32. But let’s focus on the consumer.
  33. 33. Say Do Inferred
  34. 34. Be hav file Pro io u Data ral Inferred
  35. 35. Level 1 Level 2 Level 3 Data Profile Behavioural Inferred Name, email, Website activity, Clustering, Example phone number purchase history predictive model
  36. 36. Action
  37. 37. Everytime?
  38. 38. Everytime.
  39. 39. But let’s focus on the marketing.
  40. 40. 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
  41. 41. Collect Collate Conclude
  42. 42. Action Value Insight Intelligence Information Data Process
  43. 43. Message + Medium
  44. 44. 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.
  45. 45. 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
  46. 46. Examples
  47. 47. Predict?
  48. 48. Predicting irrational behaviour. behaviour.
  49. 49. Managing choice P&G reduced its range from 26 to 15 Sales went up by 10%
  50. 50. Status quo bias Organ donation Presumed consent
  51. 51. The power of now
  52. 52. Summary
  53. 53. Collect Collate Conclude
  54. 54. Data driven decisions.
  55. 55. Questions?
  56. 56. Tweets?
  57. 57. Contact David Whittle Chief Executive Officer 0448 000 000 david.whittle@mark.com.au
  58. 58. Thank you
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