The document discusses a decision-making model centered on data classification in an event-based context, emphasizing the importance of rich classifications for effective segmentation. It outlines common classification strategies, principles of digital measurement, and provides examples from various industries such as education and e-commerce to illustrate market demand understanding. Additionally, it highlights the role of analysts as strategists and the need for decision-makers' involvement in the process.

1. A decision-making model for an
event-based world
Superweek 2020

2. Event-based world: a decision-making model
Segment by data classification
In GA there are ≈270 (GA 360 ≈470) dimensions
Cambridge Analytica used ≈2000 data points

3. Event-based world: a decision-making model
How to create more data classification?
Segment by data classification

4. Event-based world: a decision-making model
Two principles of digital measurement
1. The assumption that people’s consumption choices are
intentional - people consume what they want to consume
2. The assumption that people’s preferences are (relatively)
stable
Gary Angel - Measuring the digital world

5. Event-based world: a decision-making model
Most common classification strategies
• Site taxonomy
• Product taxonomy
• Functional taxonomy
• Topic taxonomy
• Audience
• Sales stage

6. Event-based world: a decision-making model
Your new mantra
The richer your classifications, the better your segmentations.

7. Event-based world: a decision-making model
Audience classification examples
Understanding users and personalization
Event based world examples
BUSINESS
USERS
ANALYST

8. Event-based world: a decision-making model
Disclaimer

9. Event-based world: a decision-making model
Example - University
How can we understand market demand better?

10. Event-based world: a decision-making model

11. Event-based world: a decision-making model
User Business Marketing/Analytics
Better understanding of
programmes
Less cognitive load
More structured market
demand
Better understanding of their
business position
CRO insights
Audience interests
Personalization

12. Event-based world: a decision-making model
Example - Travel industry E-commerce
Increase direct bookings

13. Event-based world: a decision-making model

14. Event-based world: a decision-making model
User Business Marketing/Analytics
Discount
Ability to help
More bookings
Service feedback
Audience use cases
Brand awareness
Site usability

15. Event-based world: a decision-making model
Example - E-commerce wholesale
Information structure

16. Event-based world: a decision-making modelEvent-based world: a decision-making model

17. Event-based world: a decision-making modelEvent-based world: a decision-making model

18. Event-based world: a decision-making modelEvent-based world: a decision-making model

19. Event-based world: a decision-making model
User Business Marketing/Analytics
Save money/time Understading of market
demand
Audience use cases
Content prioritization
Focused Ads campaigns

20. Event-based world: a decision-making modelEvent-based world: a decision-making model

21. Event-based world: a decision-making modelEvent-based world: a decision-making model

22. Event-based world: a decision-making modelEvent-based world: a decision-making model

23. Event-based world: a decision-making modelEvent-based world: a decision-making model

24. Event-based world: a decision-making model
OK, but...

25. Event-based world: a decision-making model
Analysts as strategists

26. Event-based world: a decision-making model
Our approach

27. Event-based world: a decision-making model
Decision makers centricity
Decision-makers’ involvement
Social currency
Informed questions - event based
Decision makers involvement + social currency = informed
questions

28. Event-based world: a decision-making model
Take incentive

29. Questions?