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Why data-driven
decision makers are
winning the game
16 Oct, 2015 - @thaneryland
Key topics for today
Caveats
State of marketing
Data landscape
Data impact for marketers
What winners are doing
State of marketing
Data-absent perspectives still embedded
“Data is a hassle” mindset perpetuates
Guesswork
Gut feel
Prejudiced thought
FOMO leads to copycatting
What you
measure
Where your
content
resides
Where your
customers are
What you measure
Where your
content
resides
Where you...
71% of sharing is
on “Dark Social”
71%
29%
Social sharing realities
Dark Social Publicly sharing social content
29%
Data landscape
Select sightings from across marketers' spheres of influence
“In short: we need
a new operating
system for the
modern
organisation” –
Lee Bryant (Oct 2015)
Data impact for marketers
Select examples
What winners are doing
Daily practices that deliver better marketing results
3rd
Party
Biz
Social
Of active Vine users
are male
57%
married (45%) or in
a relationship (15%)
60%
Are 25+ yr old
(16-24 is largest
segment at...
Buzz Web traffic Organic search
All your data
The data you
need
thane.ryland@microsoft.com
@thaneryland
Why Data-Driven Decision Makers are Winning the Game - Thane Ryland, Microsoft
Why Data-Driven Decision Makers are Winning the Game - Thane Ryland, Microsoft
Why Data-Driven Decision Makers are Winning the Game - Thane Ryland, Microsoft
Why Data-Driven Decision Makers are Winning the Game - Thane Ryland, Microsoft
Why Data-Driven Decision Makers are Winning the Game - Thane Ryland, Microsoft
Why Data-Driven Decision Makers are Winning the Game - Thane Ryland, Microsoft
Why Data-Driven Decision Makers are Winning the Game - Thane Ryland, Microsoft
Why Data-Driven Decision Makers are Winning the Game - Thane Ryland, Microsoft
Why Data-Driven Decision Makers are Winning the Game - Thane Ryland, Microsoft
Why Data-Driven Decision Makers are Winning the Game - Thane Ryland, Microsoft
Why Data-Driven Decision Makers are Winning the Game - Thane Ryland, Microsoft
Why Data-Driven Decision Makers are Winning the Game - Thane Ryland, Microsoft
Why Data-Driven Decision Makers are Winning the Game - Thane Ryland, Microsoft
Why Data-Driven Decision Makers are Winning the Game - Thane Ryland, Microsoft
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Why Data-Driven Decision Makers are Winning the Game - Thane Ryland, Microsoft

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Thane Ryland from Microsoft, speaker deck from Oi West. All the speaker decks from the conference can be found on our SlideShare account.

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Why Data-Driven Decision Makers are Winning the Game - Thane Ryland, Microsoft

  1. 1. Why data-driven decision makers are winning the game 16 Oct, 2015 - @thaneryland
  2. 2. Key topics for today Caveats State of marketing Data landscape Data impact for marketers What winners are doing
  3. 3. State of marketing Data-absent perspectives still embedded
  4. 4. “Data is a hassle” mindset perpetuates Guesswork Gut feel Prejudiced thought FOMO leads to copycatting
  5. 5. What you measure Where your content resides Where your customers are What you measure Where your content resides Where your customers are
  6. 6. 71% of sharing is on “Dark Social” 71% 29% Social sharing realities Dark Social Publicly sharing social content 29%
  7. 7. Data landscape Select sightings from across marketers' spheres of influence
  8. 8. “In short: we need a new operating system for the modern organisation” – Lee Bryant (Oct 2015)
  9. 9. Data impact for marketers Select examples
  10. 10. What winners are doing Daily practices that deliver better marketing results
  11. 11. 3rd Party Biz Social
  12. 12. Of active Vine users are male 57% married (45%) or in a relationship (15%) 60% Are 25+ yr old (16-24 is largest segment at 42%) 58% university (47%) or post-grad degree (13%) 61% Have 1+ children (33% have just one child) 50% DEBUNKING MYTH 1: VINE USERS ARE SINGLE They are young – 16 – 24 yr olds comprise 42% of active Vine users. However, data indicates that many of them are also married and have children. The high percentage of married/in a relationship Vine users could also reflect the high concentration of users in more traditional markets such as China, India, Indonesia and Brazil Recommendation: • Shoot more images with people in a relationship or with children • Open up social marketing/comms language to reflect the local market realities of Vine users being married and with children
  13. 13. Buzz Web traffic Organic search
  14. 14. All your data The data you need
  15. 15. thane.ryland@microsoft.com @thaneryland

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