The Joy of Data IPA2

740 views

Published on

Some thoughts on why planners should be proud to love data.

Published in: Business, Technology

The Joy of Data IPA2

  1. 1. THE JOY OF DATA<br />
  2. 2. Why it’s worth bothering with it<br />Ways that data can help you<br />How to work with the stuff <br />Some ‘tools’ to help<br />
  3. 3. ‘There is safety in numbers’<br />
  4. 4. ‘Experts often possess more data than judgement’<br />
  5. 5. Data helps you create and tell stories<br />
  6. 6. Understanding your market and your brand<br />
  7. 7. What market are they in? <br />
  8. 8. Reasons for staying at a Travelodge<br />Close to where I was visiting 47%<br />Cheap hotel accommodation 44% <br />Overnight business trip 35%<br />Exploring a new area/city 28% <br />Breaking a long journey 25%<br />Visiting nearby family/friends 22%<br />Flying from nearby airport 7%<br />Example tracking data<br />
  9. 9. Reasons for staying at a Travelodge<br />Close to where I was visiting 47%<br />Cheap hotel accommodation 44% <br />Overnight business trip 35%<br />Exploring a new area/city 28% <br />Breaking a long journey 25%<br />Visiting nearby family/friends 22%<br />Flying from nearby airport 7%<br />Travelodge is a 5* stopover, not a 1* hotel<br />Example tracking data<br />
  10. 10. What’s going on in the Bingo market?<br />Source: Mintel 2009<br />Source: TGI/BMRB<br />
  11. 11. How do consumers see you?<br />
  12. 12. Providing the clues that lead to an insight<br />
  13. 13. A fundamental truth about people’s emotions/ behaviour that can be used to shape compelling communication<br />
  14. 14. Something which is blindingly obvious to normal people but a revelation to the marketing team<br />
  15. 15. OBSERVATIONS<br />Describe ‘what’<br />Usually relate to behaviour<br />Freely abound<br />Leave you thinking so what?<br />INSIGHTS<br />Explain ‘why’<br />Usually relate to motivations or attitudes<br />Are in relatively short supply and are hard to uncover<br />Are actionable<br />
  16. 16. Is there an insight in this?<br />
  17. 17. Sales are down, help!<br />
  18. 18. Make fresh food the enemy.<br />
  19. 19. Attitudes to frozen food are complex<br />Source used wasTGItime series data<br />
  20. 20. How can we get more women to take their heart health seriously?<br />Some facts:<br />Heart disease kills more women than any other disease in the UK<br />Heart disease kills more women than men<br />Why?<br />
  21. 21. Cholesterol by age & sex<br />
  22. 22. Women are protected until the menopause<br />
  23. 23. Getting to know your audience<br />
  24. 24. What does Virgin care about? <br />Wordle of their 2011 press releases<br />
  25. 25. How can we get more people to visit a new supermarket in Balham<br /> (which is next door to a big Sainsbury’s and just up the road from M&S Simply Food)?<br />
  26. 26. Use research to understand the different barriers to shopping there<br />Consumer research<br />of key barriers by<br />shopper type. <br />(Primary, Secondary, New)<br />Predict relative importance of every consumer’s barriers<br />based on known data<br />Examine key market<br /> Variables at Individual level<br />MOSAIC/mindset<br />Price<br />Research<br />Key<br />Barriers<br />& RAF<br />Distance<br />Distance<br />List of barriers<br />by respondent<br />Competition<br />Store/Service<br />Store Variables<br />Range<br />Natural<br />Data <br />Attitudinal<br />Segmentation or research<br />Clever data stuff by Fuel Data Solutions <br />
  27. 27. Conveniencerange<br />Price<br />Distance<br />Assign appropriate barrier/ message to individual households<br />New supermarket<br />Family range<br />Clever data stuff by Fuel Data Solutions <br />
  28. 28. Different ways of using your product: cabspotting.com<br />
  29. 29. Where and how to look at the stuff<br />
  30. 30. Be as creative about the data you use as you are about writing a creative brief<br />
  31. 31. Where to find insights in data?<br />Academics<br />Call centre logs<br />The media<br />Staff surveys<br />Social trends<br />
  32. 32. Have the right mindset<br />Give yourself space and time<br />Be a detective, not a policeman<br />Look for patterns, not answers<br />Be prepared to use your imagination and creativity<br />
  33. 33. Approach it with a healthy degree of suspicion<br />Data isn’t infallible, even data that should be. <br />Often the simplest-sounding questions are the hardest to answer.<br />The more data you have, the more ‘versions of the truth’ you’ll have. <br />If you get snow blind, stop or ask a different question. <br />
  34. 34. One other tip: make some new friends<br />
  35. 35. Some tools to help<br />
  36. 36. And some more…<br />The market:<br />How is it defined?<br />How mature is it?<br />How big is it?<br />Is it growing or declining? <br />What’s driving the growth/ decline?<br />Is it connected to another market?<br />Is it seasonal?<br />Who are the players in it?<br />Where doe the volume/value come from?<br />Who dominates? <br />Your brand:<br /><ul><li>Is your brand dominant or small?
  37. 37. Is your brand share growing, declining or static?
  38. 38. Why? Is penetration or usage the issue?
  39. 39. Where do we perform well/ poorly?
  40. 40. Why is it like this?
  41. 41. What are we known for?
  42. 42. What are our strengths and weaknesses vs competition?</li></li></ul><li>More questions…<br />Society and the wider world<br />What social/cultural trends impact this market?<br />What’s pushing it forward/ holding it back<br />Is behaviour in this market part of a bigger picture?<br />What cultural or societal trends could we ally the brand with?<br />What are the trend setter/ early adopters doing?<br />Your customers<br />Who currently uses our brand?<br />Are they growing, declining or static in numbers?<br />How much are they buying and how often?<br />What other brands are they using?<br />How are they using our brand?<br />Who are the heavy users/ brand lovers?<br />What’s important to them in this market? What are they looking for?<br />What do they think of us/ the competition?<br />What are they like as people?<br />
  43. 43.
  44. 44. A process of sorts<br />4/4/2011<br />39<br />Insight<br />Factoid<br />Hunch<br />Role for comms is conversion at point of screening, not driving demand<br />Chlamydia screening rate of 5% vs target of 17%<br />More than enough 16-24s are walking through the doors to hit screening targets<br />Doctors are too embarrassed to ask <br />
  45. 45. NOW<br />kate.waters@thisisnow.biz<br />@fullerette3<br />

×