Regarding Data
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Transcript

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