Digital Winnes 2013: James and Kite

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Digital Winners 7-8 Novermber:
Big Data, Better Experiences, Ian James and Jim Kite

Published in: Marketing, Technology, Business
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Digital Winnes 2013: James and Kite

  1. 1. BIG DATA BETTER EXPERIENCES IAN JAMES, CHIEF DIGITAL OFFICER EMEA JIM KITE, STRATEGIC DEVELOPMENT DIRECTOR EMEA
  2. 2. IRREVERSIBLE GROWTH IN NEW TECHNOLOGIES AND BEHAVIOUR INTERNET +50% last 5 years PC ~3 Billion by 2015 SEARCH MOBILE Surpass Desktop Internet access by 2015 +600% in past 5 years VIDEO 57% average reach on You Tube
  3. 3. 3 KEY TECHNOLOGY LED CONSUMER TRENDS MOBILITY AND SOCIAL DISCOVERY SCREENS
  4. 4. THE MAJORITY OF INTERNET TRAFFIC IS NOW NON-PC
  5. 5. THE CONSUMER – TOGGLING ACROSS PAID, OWNED & EARNED SPECTRUM CONSUMER
  6. 6. 3 YEARS AGO, SMG MADE A SHIFT From To MEDIA PLANNING EXPERIENCE DESIGN BUYING STATIC THINGS DESIGNING DYNAMIC, IMMERSIVE HUMAN EXPERIENCES
  7. 7. EXPERIENCES MATTER; THEY ENHANCE LIVES, BUILD BRANDS AND BUSINESSES
  8. 8. THE 4 C’S HELP US DESIGN SCALED EXPERIENCES FOR THE COLLECTIVE CREATE A VALUE EXCHANGE WITH MY CONSUMER BEYOND THE PRODUCT EXTEND AND SHARE YOUR BRAND STORY START, FOSTER OR DEVELOP CONVERSATIONS BETWEEN PEOPLE AND WITH MY BRAND JOIN, BUILD AND NURTURE PEOPLE’S COMMUNITIES
  9. 9. OUR EXPERIENCES ARE DELIVERED TO THE INDIVIDUAL THROUGH 3 LENSES MOBILITY MAKE YOUR CONTENT INHERENTLY SOCIAL – PORTABLE AND SHAREABLE LOCATION RELEVANT, CONTAGIOUS AND IMMEDIATELY SHAREABLE LEVERAGE THE POWER OF ADDRESSABILITY
  10. 10. WHAT EXPERIENCE DESIGN LOOKS LIKE
  11. 11. Coke – Polar Bears
  12. 12. Olay – Eyes of Arabia
  13. 13. EXPERIENCE = IDEAS + DATA
  14. 14. THE DIGITAL DATA FINGERPRINT GIVES US THE ABILITY TO CREATE, OBSERVE AND MEASURE HUMAN EXPERIENCES http://bit.ly/5xJeTF
  15. 15. THE START OF A SHIFT FROM TO LINEAR CONNECTIONS BETWEEN PAID MEDIA AND SALES IDENTIFYING AND MANAGING ALL BRAND INTERACTIONS AND BUSINESS PERFORMANCE
  16. 16. RECOGNIZING SOME DATA IS FASTER THAN OTHERS TV/OOH INVESTMENT CONTENT VIEWS ONLINE PLACEMENT BRAND SALES CONSUMER ATTITUDES SOCIAL INTERACTIONS TIME
  17. 17. A NEW AGENCY BREED
  18. 18. DATA SCIENCE IS A TEAM GAME DBA / DEVELOPER WEB DEVELOPER DIGITAL / BI ANALYST STATISTICIAN
  19. 19. TECHNOLOGY AS A DATA FLOW ENABLER PROCESS, REPORT DATA ANALYSIS, INSIGHTS TRAFFIC, EXECUTE TRACKING OPTIMIZE PLANNING
  20. 20. STORAGE NEEDS DATA IMPLEMENTATION STRATEGY DATA REQUIREMENTS Big data ... ? Big-ish data Not big data Summary (private server) Log file (private server, cloud) Multiple connected systems (server farm, cloud) TIME
  21. 21. UNLOCKING BIG DATA • • • • Launch of Z10 and Q10 in Q2 2013 Matching Blackberry database with worlds largest global digital database Facebook’s Custom Audiences helped scale look-alike prospects from 3.9 million to 21.6 million By identifying exact Blackberry users on Facebook we were able to serve highly personalized messages to encourage upgrading and the return past owners back to the Blackberry platform • No mass media - just social engagement with most receptive audiences based on fan, interests, purchaser profiles etc. RESULTS: • 30,000 devices sold • 20% of which directly attributed to Facebook paid advertising
  22. 22. DATA IS INTEGRAL TO EXPERIENCE MARKETING MEASUREMENT
  23. 23. THE MEASUREMENT LANDSCAPE EVOLUTION Traditional Media / In-store shopping LINEAR MMM (ANNUAL) ATL BTL TV Print OOH Digital Instore Trade Measurement of activities Historically informed paid media planning Digital Media / E-commerce MMM 2.0 (INDUSTRY STANDARD) ATL TV Print OOH Display Search OWNED BTL Website Instore Trade Better understanding of consumer pathway through search and website
  24. 24. CONVERGENCE ANALYTICS
  25. 25. THERE IS NO SHORTAGE OF DATA FROM MANY PAID, OWNED AND EARNED SOURCES OWNED MEDIA PAID MEDIA VARIABLE VARIABLE SOURCE SOURCE DDS Online Impressions Online Ad server Paid Search Click Search bid management system Print Impressions Facebook views Community Manager or Agency Brand site Traffic (including Mobile site) TV Impacts Brand Digital Agency Organic Search Clicks Search system Mobile App Downloads Mobile system Print systems EARNED MEDIA VARIABLE Mobile Online Impressions Mobile system Facebook banner impressions Facebook Account Team SOURCE Search Impressions Google, Hitwise Earned Media Impressions Sysomos, Google Trends Boards, Micro-blogs, Videos/Images, Blogs, Blog Comments, Groups Buzz tracking
  26. 26. CONVERT INTRODUCE $$ ASSIST
  27. 27. PIZZA HUT UTILISE A MIX OF MOBILE, SOCIAL AND TRADITIONAL MEDIA
  28. 28. POE OPTIMISATION IGNITES QSR’S SALES 20% INCREASE IN CONVERSION AND A 43% DECREASE IN COST PER GUEST CHECK
  29. 29. WHERE DOES DATA TAKE US TO NEXT?
  30. 30. THE FUTURE IS AGILE #1 Twitter Number one trending topic on Twitter – 48 hrs. Sunday Night People begin tweeting, posting and sharing pictures 10:30PM Sunday Juan Montoya’s car crashes on National TV and Tide Powder is used to clean it up 8:00 AM Action plan, campaign is born 7:30AM Tide Always On team begins planning response 10AM Claims approved by legal 9:45 AM Rights to photo are secured from Getty Images 10AM - SAT USA Today breaks story of Tide Nascar spot 1PM Tide response is live on Facebook, Twitter, iMedia, Search $8MM In paid media value in a week 3:35 - SAT Spot Airs 2:30 - SAT RACE BEGINS
  31. 31. THANK YOU FOR YOUR ATTENTION

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