WHEN DATA MAKES MARKETING EXPERIENCES

AWESOME
WHY WE’RE HERE

3
IMPORTANT ROLE
BEYOND
DISTRIBUTION

4
MEDIA DATA
IS A BIG DEAL

“Nate Silver had agencies offer him
positions when it was leaked that he might
leave the New Yor...
“I DON’T KNOW IF IT’S A RESOURCE THING
OR BAD COMMUNICATION THING, BUT I
CAN’T TELL YOU HOW OFTEN I ASK
ABOUT THE BEHAVIOR...
INTRODUCTIONS

KIRSTEN WARD
SR. DIRECTOR, XBOX DIGITAL
AND DIRECT MARKETING
XBOX

PATRICK CARTMEL
VP NATIONAL STRATEGIC
AC...
SWEAR TO GOD I WON’T SAY

BIG DATA
Probably not
actually on
Facebook

DIGGING INTO WHY
FACBOOK DATA SERVES
YOU ADS YOU DON’T
UNDERSTAND
THIS IS NOT USING
DATA TO REALTIME
YOUR TWITTER FEED

http://digiday.com/brands/the-latest-in-brand-lameness-on-twitter/
DATA EVOLUTION IN MEDIA
DATA AS COMPETITIVE ADVANTAGE
DATA AND PERSONALIZED EXPERIENCES
DATA + BRAND = MEDIA COMPANY
DATA EVOLUTION
IN MEDIA
STATIC

STATIC

BEHAVIORAL

CURRENT

PREDICTIVE

(DEMO, ZIP)

(WHAT YOU DID)

(WHERE YOU ARE)

(WHAT YOU’LL NEED)
DATA EVOLUTION IN MEDIA
DATA AS
COMPETITIVE
ADVANTAGE
FOCUS
GROUP
OF 33M
17
DATA AS COMPETITIVE ADVANTAGE
DATA AND
PERSONALIZED
EXPERIENCES
8X ROI
DATA AND PERSONALIZED EXPERIENCES
BRAND + DATA =
MEDIA COMPANY
“ONCE YOU’VE EXTABLISHED A DIRECT,
RELATIONSHIP
TO A CUSTOMER, YOU DON’T NEED TO ADVERTISE TO THEM”
-STEFAN OLANDER, VP DI...
BRAND + DATA = MEDIA COMPANY
DATA AS STRATEGY
CHANGER
IN THE EVENT
OF A WATER
LANDING
THANKS.
The Transparent: Your Data and How Three Digital Marketing Professionals Intend to Use It to Make Your Life Better
The Transparent: Your Data and How Three Digital Marketing Professionals Intend to Use It to Make Your Life Better
The Transparent: Your Data and How Three Digital Marketing Professionals Intend to Use It to Make Your Life Better
The Transparent: Your Data and How Three Digital Marketing Professionals Intend to Use It to Make Your Life Better
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The Transparent: Your Data and How Three Digital Marketing Professionals Intend to Use It to Make Your Life Better

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Digital Marketing Panel
The Transparent: Your Data and How Three Digital Marketing Professionals Intend to Use It to Make Your Life Better

This discussion is not about the scary aspects of personal data and privacy. That’s a different presentation, for a different day. Rather, this conversation is about surfacing the amazing power of data and the potential it has to make all of our marketing experiences more awesome. From product creation to micro targeting, content to entertainment, data is being used to develop the next generation of communication platforms and digital experiences.

Panelists:
Patrick Cartmel, Undertone
Kirsten Ward, Microsoft
Megan Tweed, Razorfish
Mike Reeder, POSSIBLE

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The Transparent: Your Data and How Three Digital Marketing Professionals Intend to Use It to Make Your Life Better

  1. 1. WHEN DATA MAKES MARKETING EXPERIENCES AWESOME
  2. 2. WHY WE’RE HERE 3
  3. 3. IMPORTANT ROLE BEYOND DISTRIBUTION 4
  4. 4. MEDIA DATA IS A BIG DEAL “Nate Silver had agencies offer him positions when it was leaked that he might leave the New York Times..” “MDC Partners has hired former Harrah's Chief Marketing Officer David Norton to lead analytics and consumer insights” 5
  5. 5. “I DON’T KNOW IF IT’S A RESOURCE THING OR BAD COMMUNICATION THING, BUT I CAN’T TELL YOU HOW OFTEN I ASK ABOUT THE BEHAVIOR OF OUR AUDIENCE, ONLY TO BE MET WITH SHRUGS AND STARES” -RETAIL CMO
  6. 6. INTRODUCTIONS KIRSTEN WARD SR. DIRECTOR, XBOX DIGITAL AND DIRECT MARKETING XBOX PATRICK CARTMEL VP NATIONAL STRATEGIC ACCOUNTS UNDERTONE MEGAN TWEED VP MEDIA RAZORFISH
  7. 7. SWEAR TO GOD I WON’T SAY BIG DATA
  8. 8. Probably not actually on Facebook DIGGING INTO WHY FACBOOK DATA SERVES YOU ADS YOU DON’T UNDERSTAND
  9. 9. THIS IS NOT USING DATA TO REALTIME YOUR TWITTER FEED http://digiday.com/brands/the-latest-in-brand-lameness-on-twitter/
  10. 10. DATA EVOLUTION IN MEDIA DATA AS COMPETITIVE ADVANTAGE DATA AND PERSONALIZED EXPERIENCES DATA + BRAND = MEDIA COMPANY
  11. 11. DATA EVOLUTION IN MEDIA
  12. 12. STATIC STATIC BEHAVIORAL CURRENT PREDICTIVE (DEMO, ZIP) (WHAT YOU DID) (WHERE YOU ARE) (WHAT YOU’LL NEED)
  13. 13. DATA EVOLUTION IN MEDIA
  14. 14. DATA AS COMPETITIVE ADVANTAGE
  15. 15. FOCUS GROUP OF 33M
  16. 16. 17
  17. 17. DATA AS COMPETITIVE ADVANTAGE
  18. 18. DATA AND PERSONALIZED EXPERIENCES
  19. 19. 8X ROI
  20. 20. DATA AND PERSONALIZED EXPERIENCES
  21. 21. BRAND + DATA = MEDIA COMPANY
  22. 22. “ONCE YOU’VE EXTABLISHED A DIRECT, RELATIONSHIP TO A CUSTOMER, YOU DON’T NEED TO ADVERTISE TO THEM” -STEFAN OLANDER, VP DIGITAL SPORT, NIKE 40% DROP IN AD SPEND
  23. 23. BRAND + DATA = MEDIA COMPANY
  24. 24. DATA AS STRATEGY CHANGER
  25. 25. IN THE EVENT OF A WATER LANDING
  26. 26. THANKS.
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