Matt sadler infomagination

Data is our Future: Welcome to the Age of Infomagination

Secretive Dull Cold Warm Inspiring Open

The future Information Imagination SUCCESS

What I’m going to talk about
Data, data everywhere
Consumers & data: from concern to control
Brands & data: understanding and overload
Data, creativity and possibility

Data, data, everywhere… 3254 Gray, R. (2008). How Big Brother watches your every move. The Sunday Telegraph.

And that’s only the beginning… 05/12/2008 17:32 Euro RSCG London RFID = Radio Frequency IDentification

Digital information created, captured, replicated worldwide Tenfold growth in five years

DATA IS CHANGING THE WORLD

Consumers & data: from concern to control

Information consternation

Quid pro quo IIPS, 2008 It seems that the Millenials… are happy to trade information for relevance - Rob Norman, CEO Group M Interaction, 2006 Total personalisation will require total transparency… to share is to gain - Kevin Kelly, founder of Wired magazine, 2007 Base: 1, 011 UK adults

“ The greatest generation gap since rock & roll” - NY Magazine, 2007

Concern -> control -> power

Information is becoming democratised

Consumers: the new data analysts

Data that helps you understand you

Brands should help people explore their data

Summary: data power to the people
Relevancy & personalisation X digitisation = a data powered future
Public concern can only slow progress - transparency & openness are key
Consumers will use data to manage their lives
Brands must learn to use data to their customers’ advantage, rather than their own

“ There are only two sources of competitive advantage: the ability to learn more about our customers faster than the competition and the ability to turn that learning into action faster than the competition.”

Qual: insights & blind alleys “ People don’t say what they mean or mean what they say”

Data: beyond what people say, to what they do

Analysis breeds advantage

Quarterly mailings: 4m No. with identical vouchers: 2 Pieces of information/week: 5bn+ Taylor, J. (2005). Space race. John Wiley & Sons Ltd, Chichester Hayward, M. (2006). How to be a customer champion: turning insight into action. Market leader, issue 34. .

A simple principle Better data Better customer understanding Better service

Most marketers aren’t waving but drowning
75% suffer from information overload
Only 50% of their information is useful
Analysis paralysis
IDC, Taming Information Chaos, 2007

Clients need partners to surf the data wave

Comms networks must develop their technical skills

How are agencies feeling about the data revolution? Agree that reliance on data is increasing Agree that my employer is committed to training staff to use it Sadler, M. (2008). A two minute survey about data, August 2008. Based on employees at communications agencies in London [n = 122]. Conducted via www.surveymonkey.com.

What do you dislike about data? It’s boring It’s cold It limits creativity Sadler, M. (2008). A two minute survey about data, August 2008. Based on employees at communications agencies in London [n = 122]. Conducted via www.surveymonkey.com.

“ I don’t want academicians. I don’t want scientists. I don’t want people who do the right things. I want people who do inspiring things” - Bill Bernbach, 1947

Old enemies? Vs

The future X

New conversations

Digital eavesdropping

The power of feedback

MASS MARKETING

Communication: more personal, relevant & context sensitive

New tools “ Brand culture will move away from the metaphorical and toward the useful” - R/GA CEO Bob Greenburg, 2006

Location data mash ups PUB/CASH MACHINE/HOUSE ETC. FINDERS STREETMUSEUM BIONIC EYE

Visual search

Fiat ecodrive

New games

Remix your thinking Data Protection New data Campaigns with a set launch date & finite lifespan Data Liberation New ways of using existing data Tools with online infinity

As well as being useful, data can be beautiful

Painting with data

Analysis is the new storytelling

Most of our data is boring

Good communication

Chris Jordan, Seattle-based ‘artist’ Because statistics are so hard to connect with, we’re not going to find motivation from them... My idea… is to provide the visual. To give you the statistic in a different way that allows the viewer to experience the number more directly with their heart. Jordan, C. (2007). In: Pasulka, N. (2007). Running the numbers. The morning news, July 23rd. Available from: http://www.themorningnews.org/archives/galleries/running_the_numbers [Accessed June 18th 2008]

Two million plastic beverage bottles, the number used in the US every five minutes

11,000 jet trails, equal to the number of commercial flights in the US every eight hours

One million plastic cups, the number used on airline flights in the US every six hours

We like to think we’re rational and verbal, but the truth is we’re emotional and visual
Hill, D. (2007). Closer to the truth: emotional insight and market research. Admap, issue 482

The targets for our information

David McCandless, author We don’t want to read information any more. We want to see it. Feel it. McCandless, D. (2008). You are the future. Under the influence, London. Available from: http://www.irisnation.com/undertheinfluence/videohtml/dip_mcandless.html [Accessed 23rd June 2008]

Human nature is driving data visual

The best visualisations turn data into a story

Or even a joke…

Word clouds reveal themes hidden in text Tag cloud from Shakespeare’s Sonnets

Word clouds of McCain & Obama’s acceptance speeches. Source: http://www.darcynorman.net Make your own word clouds at www.wordle.net

Jonathan Harris touches the humanity beneath our information “ Really, the data is just part of the story. The human stuff is the main stuff, the data should enrich it.”

Evaluative data is crying out for an overhaul Wise, L. (2008). Marketing dashboards. Dashboard Insight [online]. Available from: http://www.dashboardinsight.com/articles/business-verticals/marketing-dashboards.aspx [Accessed August 16th 2008] Euro RSCG London (2008). Mock up Carling evaluation storybook . Commissioned by Matt Sadler.

Not a scorecard but a storybook

Hans Rosling (2007), Professor of International Health at the Karolinska Institute in Sweden Few people will appreciate the music if I just show them the notes. Most of us need to listen to the music to understand how beautiful it is. But often it’s how we present statistics: we just show the notes and don’t play the music Rosling, H. (2007). Unveiling the beauty of statistics. OECD World Forum, Istanbul. Available from: http://www.gapminder.org/video/lectures/unveiling-the-beauty-of-statistics.html [Accessed August 14th 2008]

Summary

DATA IS CHANGING THE WORLD

Consumers: data power to the people

New partnerships & new capabilities needed

Data makes conversations more creative

Data liberation – make tools, create partnerships

Dramatic production techniques

New storytelling tools

The future Information Imagination SUCCESS

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Matt sadler infomagination

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Matt sadler infomagination — Presentation Transcript