Regarding Data


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Pecha Kucha: HooYoo on Data

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Regarding Data

  1. 1. Regarding data<br />PechaKucha<br />HooYoo<br />
  2. 2. Decisions decisions...<br />2<br />Make informed logical decisions using evidence and/or experience<br />
  3. 3. Interesting<br />3<br />Interpreted in the right way, the most mundane data becomes interesting and insightful<br />
  4. 4. Relevance<br />4<br />But there’s so much data out there we have to prioritise and determine what is important<br />
  5. 5. Patterns<br />5<br />Patterns and anomalies are key to identifying important situations and behaviours<br />
  6. 6. Sources<br />6<br />Be aware of different sources that can yield different opinions and results<br />
  7. 7. Structure<br />7<br />Relationships between data provides the foundation to construct a flexible and strong database structure to best manage the data<br />
  8. 8. Solidity<br />8<br />Clean data and a solid database platform creates efficiencies that let you concentrate on effectiveness to pull more value from the data<br />
  9. 9. Empathy<br />9<br />The first step in deciding who to target...<br />
  10. 10. Test<br />10<br />Because you want to learn and get better right?<br />
  11. 11. Listening<br />11<br />Don’t just shout like an obnoxious drunkard, have a conversation to find out more<br />
  12. 12. Segmentation<br />12<br />Because everyone is different and needs to be treated accordingly<br />
  13. 13. Evolution<br />13<br />But there’s more to data in marketing than just analysing demographic and transaction information now<br />
  14. 14. Behaviour<br />14<br />Body language and how you say something... Isn’t that more meaningful than the words actually said?<br />
  15. 15. The next destination<br />15<br />Behavioural data is data’s “body language” and there’s increasingly more available as more internet technologies appear<br />
  16. 16. Understand & adapt<br />16<br />Because now we understand more, not just what is bought or an explicit response, but how actual behaviour that can be measured.<br />
  17. 17. Blinkered<br />17<br />But don’t just concentrate on the customers and prospects, how is the economic environment? What are the competition doing etc.<br />
  18. 18. Really?<br />18<br />Data and information not only tells us who to target, but how – real insight can contribute to great creative<br />
  19. 19. Creativity<br />19<br />When data and creative come together beautiful things can happen as shown by Radiohead’s House of Cards music video<br />
  20. 20. Truth?<br />20<br />“οἶδα οὐκ εἰδώς, oídaoukeidós”<br />“I know that I know nothing”<br />- Socrates<br />Although we may never know the complete truth, the desire for greater understanding is what drives progress<br />
  21. 21. 21<br />Append & enhance data <br />Campaign & Program Analysis<br />Advanced Data Quality<br />Customer/Global Data Mgmt<br />Key Performance Indicators<br />Relevant MarketingData mart <br />Collect & Manage Customer Data <br />Leverage<br />Data for Planning<br />Data mining<br />Integrated Customer <br />Database<br />Segmentation<br />Modeling<br />Touch pointdata<br />Plan & Stay <br />Connected<br />Strategic Roadmap <br />Confidence<br />Right Audience<br />Right Message<br />Right Frequency<br />Right Channel<br />Continuity Marketing Plan<br />This is the power that data can give to marketing<br />
  22. 22. End<br />Thanks<br />22<br />
  23. 23. Credits<br />20x20 Art 17 (Sondra Arkin)<br />Data T-Shirt Cafepress<br />US Day NY Times<br />Constellation Astronomy<br />School League Table Sunday Times<br />Trinity College Candida Hofer<br />Spider’s web Wikipedia<br />Redwood eHow<br />What Women Want imdb<br />Test Aids Vancouver<br />Cut Copy Unheardmusic<br />Archetypes Royal Society of Planning<br />Career Evolution noquedanblogs<br />Body Language Slouching Towards Bushwick<br />Star Guitar AllDJ<br />Heat Map Propellernet<br />Blinkered Fishing4fun<br />Rolls Royce Creative Riff<br />House of Cards Radiohead<br />I know that I know nothing Wikipedia<br />23<br />