Big data and creativity in marketing strategy

910 views

Published on

We dispel some of the myths surrounding big data and creativity.

Published in: Marketing, Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
910
On SlideShare
0
From Embeds
0
Number of Embeds
306
Actions
Shares
0
Downloads
14
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • http://www.sdl.com/aboutus/news/pressreleases/2014/new-sdl-study-shows-millennials-are-56-percent-more-likely-to-discover-marketing-content-on-social-networks-than-via-search-engines-or-email.html
  • Big data and creativity in marketing strategy

    1. 1. .................................................................................................................................................................................................. Why we should all love data Why we should all love data
    2. 2. .................................................................................................................................................................................................. IT’S A HOT TOPIC
    3. 3. ..................................................................................................................................................................................................
    4. 4. .................................................................................................................................................................................................. What’s it got to do with me?
    5. 5. ..................................................................................................................................................................................................
    6. 6. ..................................................................................................................................................................................................
    7. 7. .................................................................................................................................................................................................. IT’S RELEVANT TO ALL OF US
    8. 8. ..................................................................................................................................................................................................
    9. 9. .................................................................................................................................................................................................. Data is for geeks
    10. 10. .................................................................................................................................................................................................. Data is for geeks Data restricts creative thinking
    11. 11. .................................................................................................................................................................................................. Data is for geeks Data restricts creative thinking Data = numbers
    12. 12. .................................................................................................................................................................................................. ?
    13. 13. .................................................................................................................................................................................................. “The mass of transactional and behavioural data that each of us creates as we use the internet, travel with location- aware mobile devices, make purchases with payment cards and loyalty cards online, and communicate our activities, goals and preferences through social media.” - Guardian, Oct 2013
    14. 14. .................................................................................................................................................................................................. A DAY IN THE LIFE OF YOUR DATA` 204 million emails 2 million Google searches 684,000 bits of content shared on Facebook More than 100,000 tweets Upload 48 hours of YouTube content According to the UK card association, in 2013: • Debit cards were used to make 8.4 billion purchases in the UK (£378 billion) • Credit and charge cards were used to make 2.3 billion purchases (£142 billion)
    15. 15. .................................................................................................................................................................................................. BE CAREFUL WHAT YOU CLICK ON
    16. 16. .................................................................................................................................................................................................. YOUR DATA CAN EVEN GIVE AWAY YOUR HAIR COLOUR L’Oreal uses in-image ad platform, GumGum, to insert digital ads for their hair colour products into photos of women with the corresponding hair colour
    17. 17. ..................................................................................................................................................................................................
    18. 18. ................................................................................................................................................ HOW ARE BRANDS USING THIS DATA?
    19. 19. .................................................................................................................................................................................................. UTILISING CUSTOMER DATA ISN’T A NEW THING
    20. 20. .................................................................................................................................................................................................. 90% of the data in the world today has been created in the last two years alone IBM
    21. 21. .................................................................................................................................................................................................. AND THAT AMOUNT OF DATA IS ONLY SET TO GROW…
    22. 22. .................................................................................................................................................................................................. ORGANISATIONS ARE STRUGGLING TO KEEP UP 70% of marketers feel ill-equipped to handle “big data” challenges GfK and Guardian Media Network report 2013
    23. 23. .................................................................................................................................................................................................. ORGANISATIONS ARE STRUGGLING TO KEEP UP
    24. 24. .................................................................................................................................................................................................. BRANDS ARE BREAKING NEW GROUND (IN REAL TIME)
    25. 25. .................................................................................................................................................................................................. THEY’RE TAILORING THEIR PRODUCT TO YOU Graze released a custom box in response to customer feedback that showed they wanted more control over what goes into their box. Netflix asks you to rate shows/films so it can provide you with a personalised home screen of recommendations
    26. 26. .................................................................................................................................................................................................. THEY’RE CREATING EXPERIENCES THAT ARE AS UNIQUE AS YOU ARE Selfridges Beauty – Fragrance Lab
    27. 27. .................................................................................................................................................................................................. THEY’RE MAKING THEIR CUSTOMERS FEEL SPECIAL
    28. 28. .................................................................................................................................................................................................. THEY’RE ADDING VALUE IN UNEXPECTED WAYS
    29. 29. .................................................................................................................................................................................................. THEY’RE CONNECTING PEOPLE WITH SHARED PASSIONS
    30. 30. .................................................................................................................................................................................................. THEY’RE ENABLING PEOPLE TO ‘HAVE IT THEIR WAY’
    31. 31. ..................................................................................................................................................................................................
    32. 32. .................................................................................................................................................................................................. WHAT WOULD MAKE YOU GIVE UP YOUR DATA?
    33. 33. .................................................................................................................................................................................................. TO INCREASE KNOWLEDGE
    34. 34. .................................................................................................................................................................................................. TO WIN A PRIZE
    35. 35. .................................................................................................................................................................................................. TO BE REWARDED
    36. 36. .................................................................................................................................................................................................. FOR A UNIQUE EXPERIENCE
    37. 37. .................................................................................................................................................................................................. TO PAY FOR PRODUCTS… An auction site where you don’t bid your money, you bid the number of kilometres you’ve run
    38. 38. .................................................................................................................................................................................................. …OR FOOD
    39. 39. .................................................................................................................................................................................................. WHAT DATA ARE PEOPLE WILLING TO SHARE? % of UK millennials who would share the following data with brands: • Location data – 58% • Email address – 68% • Face scan – 54% • Profile info – 55% - SDL survey - PWC “The speed of life: Consumer intelligence series”
    40. 40. .................................................................................................................................................................................................. WHAT DATA ARE YOU WILLING TO SHARE?
    41. 41. .................................................................................................................................................................................................. AN INSIDE LEG MEASUREMENT IS FINE FOR SOME… The Chapar provides you with your own personal stylist who sends you a selection of clothes in a trunk. Those you want to keep you pay for, those you don’t they come to collect.
    42. 42. .................................................................................................................................................................................................. AND OTHERS ARE HAPPY TO SHARE THEIR TIME OF THE MONTH These 3 US brands want to change the way you experience your period.
    43. 43. ..................................................................................................................................................................................................
    44. 44. .................................................................................................................................................................................................. IT’S IMPORTANT PEOPLE KNOW WHAT THEY’RE GIVING THEIR DATA FOR Transparency in online tracking and data collection has a substantial impact on consumer opinion, with a large majority (84%) of UK consumers now having a more favourable opinion of companies who are honest about online data collection Toluna survey An SDL study of millenials in US, UK, Germany, the Netherlands, Norway and Australia revealed: • 44% will provide their data to a company they trust • 35% in the UK are willing to provide more data to businesses if it means they won’t have to waste time with irrelevant offers However… Although the majority of consumers have a favourable opinion of brands that are seen to be honest about online data collection, few can actually give a specific example of such a brand. Toluna survey
    45. 45. .................................................................................................................................................................................................. BRANDS ARE LISTENING Channel 4 has been honest with their audience in terms of what they going to use the data for when you sign up to 4oD, including using it for advertisement targeting. Their point was that it will enable them to make more programmes that their customers will enjoy. The result? They actually had an increase in sign-ups. http://www.theguardian.com/media/2013/oct/07/big-data-marketing-dream-or-dilemma
    46. 46. .................................................................................................................................................................................................. HOWEVER, THE MAJORITY STILL HAVE CONCERNS Almost three in five (60%) UK consumers reporting they are more worried about their online privacy than they used to be, a significant increase from 45% in 2012 Where from???
    47. 47. .................................................................................................................................................................................................. AND WITH SOME JUSTIFICATION
    48. 48. ..................................................................................................................................................................................................
    49. 49. .................................................................................................................................................................................................. We can all use data
    50. 50. .................................................................................................................................................................................................. We can all use data Data aides creative thinking
    51. 51. .................................................................................................................................................................................................. We can all use data Data aides creative thinking Data isn’t just about numbers
    52. 52. ................................................................................................................................................ THANKS FOR LISTENING

    ×