Gual Barwell - Holler, Christian Bartens - Datalicious, Barry Mowszowski - Starcom. Spoke at a NSW Youngbloods' event coined 50 Shades of Grey at Holler Sydney. In an effort to shed light on what big data means to the media and creative industries. How we can improve our consultative approach with clients to enhance their data programs as well as better leverage data to create quantifiable media and creative insights.
3. Agenda
1. What is Big Data: Drawing a Line in the Sand
2. Our Speakers:
1. Christian Bartens – Founder & Director, Datalicious
2. Barry Mowszowski – Creative Strategy Director,
Starcom
3. Gual Barwell – Creative Strategist, Holler Sydney
3. Q&A
4. Thanks
8. Big Data is a BIG
topic…
There are opportunities to be unlocked in data both in solving
complex business challenges as well as better understanding
consumers and in the process unlocking valuable creative
insights.
In this session we will not cover everything. But what we will try
and cover is:
1. How to be smarter in our approach to data and marketing
2. How do we collaborate to create more effective use of data
3. How do we mine it, understand it and then best leverage it
4. What are the creative and innovation opportunities
9. Christian
Bartens
Founder and Director
“Advocate for smart data
driven marketing.”
12. CHALLENGE: CHANNEL
OVERLAP
Online
Mobile Retail
November 2012 Datalicious Pty Ltd 12
13. SOLUTION: PURCHASE PATHS
• CHANNEL
– TV > DISPLAY > SEARCH > ONLINE SALE
– TV > DISPLAY > SEARCH > RETAIL/CALL CENTER SALE
• DEVICE
– LAPTOP > TABLET > MOBILE > SALE
• CREATIVE
– CREATIVE 1 > CREATIVE 2 > CREATIVE N > SALE
• CONTENT
– ARTICLE 1 > ARTICLE 2 > ARTICLE N > SALE
November 2012 Datalicious Pty Ltd 13
14. COMBIN PATHS
COMMON UNIQUE IDENTIFIER OR CUSTOMER ID
Home Office Mobile Tablet […]
QUALITATIVE RESEARCH ON CUSTOMER SAMPLE
November 2012 Datalicious Pty Ltd 14
50. Big Data is a BIG
topic…
My perspective – Agencies need to establish their own data
acumen and literacy. Creating IP and understanding around the
impacts, effects and opportunities that are present in this space…
But,
WE DON’T need BIG data capabilities per say. We need to be
able to apply insights and analysis from partners, clients and past
learnings into future campaigns and projects. But to have these
BIG DATA capabilities in house is nonsensical.
65. Thanks
Barry Mowszowski
Creative Strategy Director
Starcom Mediavest
T +61 (0)2 8666 8072
E barry.m@smvgroup.com.au
Christian Bartens
Founder and Director
Datalicious
M +61 (0)423 051 166
E cbartens@datalicious.com
Gual Barwell
Senior Creative Strategist
T 02 9469 5910
M 0410 927 617
E gual.barwell@hollersydney.com.au