Emerging technologies, like AI and programmatic media, and the proliferation of data have transformed the role of marketing ... as marketers, how will we leverage data-driven storytelling and build the skills to succeed in the digital-led economy? Efrain Rosario, Chief Strategist at pepita insights, shared his perspective and experiences over 15 years as a marketing leader with visiting students from the Meek School of Journalism & New Media at Trinity College in Dublin.

1. The Role of
Marketing in
the New
Economy
20 June 2018

2. 3questions
1. What's your story?
2. How will you use
data to tell stories?
3. How will you build
the right skills as a
new marketer?

4. It's human
nature to
learn
through
stories

5. One story … six
words or less

6. It works for businesses too
Empower users to plan & have
the perfect trip
Evolving the way the world
moves.
Belong anywhere. Live there.
Capture, share, & celebrate
life's memorable experiences.
Incredible home cooking.
Accessible to everyone.
Connecting retailers & brands
to sell their products
everywhere.

8. data
is the new
currency of
business

9. Finding patterns in data ...
Customer segmentation
Size of prize
opportunity mapping

10. ... to identify insights
Shopper personas

11. Frozen pizza
Leading to action in stores ...
Snacks
Sandwiches
Beverage aisle

12. … with real business results

13. What's the difference between ...

14. Millions of data points ...

15. … streamlined to 4 metrics

16. Creating simple rules to follow

17. It works at all levels of a company

18. Algorithms
Data scientists
Machine learningMachine learning finds and
generates patterns in data.
Data scientists train
algorithms to make this
happen.
Algorithms automate the
detection and generalization
of those data patterns.

19. How should you train to
build these new skills?

20. Traditional ... … and new

21. Which seat will
you ride in
today?

22. 5things to
remember

23. Be an athlete

24. Hands on the
keyboard

25. Reduce
verbal
clutter