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Matt Sadler Infomagination Fs Forum 061009
 

Matt Sadler Infomagination Fs Forum 061009

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A presentation by Matt Sadler, Senior Planner at Euro RSCG London, to the Financial Services Forum on the 6th of October 2009, as part of their Age of Infomagination workshop event. ...

A presentation by Matt Sadler, Senior Planner at Euro RSCG London, to the Financial Services Forum on the 6th of October 2009, as part of their Age of Infomagination workshop event.
Visit www.infomagination.co.uk for more info.

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    Matt Sadler Infomagination Fs Forum 061009 Matt Sadler Infomagination Fs Forum 061009 Presentation Transcript

    • Welcome to the Age of Infomagination 06.10.09
    • The future Information Imagination SUCCESS
    • What I’m going to talk about
      • Data, data everywhere
      • New understanding
      • New conversations
      • New tools
    • Data, data, everywhere… 3254 Gray, R. (2008). How Big Brother watches your every move. The Sunday Telegraph.
    • Digital information created, captured, replicated worldwide Tenfold growth in five years
    • DATA IS CHANGING THE WORLD
    • Analysis breeds advantage
    • 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.
    • Old enemies? Vs
    • The future X
    • New understanding
    • “ 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
    • Digital eavesdropping Chairman steps down Publishes loss of £4bn
    • Beyond what people say, to what they do
    • New conversations
    • 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. .
    • MASS MARKETING
    • More personal, relevant & context sensitive
    • New tools
    • Personal information provision: quid pro quo IIPS, 2008 Base: 1, 011 UK adults
    • iTunes genius makes smart recommendations
    • Nike+ lets joggers challenge themselves & others
    • A host of mobile, location-based apps RIGHT MOVE ATM UK BIONIC EYE
    • New combinations: new uses
    • The opportunity: help people benefit from their data
    • Summary
    • DATA IS CHANGING THE WORLD
    • New partnerships & new capabilities needed
    • New understanding
    • New conversations
    • New tools
    • The future Information Imagination SUCCESS
    • Welcome to the Age of Infomagination www.infomagination.co.uk