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The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
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The New World of Emotional Data: From Analysis to Storytelling

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Transcript

  • 1. Emotional Data Nick Moore Chief Creative Officer, Wunderman Slavi Samardzija Chief Analytics Officer, KBM Group
  • 2. Today BFF (or not?)
  • 3. Changing consumer habits 3
  • 4. … resulting inVideo uploaded to 24 Petabytes Data processed per minute by per day200 ThousandText messages sent Tweets per dayper secondMinutes spent on 72.9 Ordered on Products per month per second
  • 5. Data Deluge (aka Big Data)
  • 6. Data on Data1970 1975 1980 1985 1990 1995 2000 2005 2010 Source: Google Scholar Articles in Subject: Business
  • 7. The Seduction of Data
  • 8. “Research is the enemy of creativity…Advertising is an art, not a science.”George Lois “Its not the consumers job to know what they want.” Steve Jobs“If I had asked people what theywanted, they would have said fasterhorses.”Henry Ford
  • 9. Point of Divergent Creative Designers Data talking talking to data designers
  • 10. Who the heck are Arcade Fire?
  • 11. Most peopledon’t live in a design studio
  • 12. Creativity = Change the World
  • 13. If you want tochange the world, talk to the people who don’t agree with you
  • 14. Insight Idea
  • 15. Creativity + Relevance = Change the World
  • 16. … targets were on average 4-5x more likely to buy. Global Frozen-Food Brand 6:1 ROAS ROI compared to the previous similar campaigns was better by up to Leading Technology Company 2000 %higher conversion ratethan campaign average byLeading Technology Company 274 % … recognized ROI lift of 37 Leading Mobile Phone Provider % 50 % Increased the ROI of their audience buying by approximately Leading Car Manufacturer
  • 17. Use data to inspire creativity.Emotional Data
  • 18. EXAMPLES
  • 19. This is emotional data
  • 20. From emotional data comes emotional insight
  • 21. A new type ofcreative thinking
  • 22. Attitude does not lead to behavior.Behavior leads to attitude

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