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The Intersection of Data and Decision Making

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Big data, small data, any data is just data without the ability of marketers and the organizations they represent to align and make decisions. Today we have at our fingertips robust customer profile, product information, user interaction, engagement and environmental data. We are immersed in our quest for big data so we can be smarter, more nimble, more productive and more profitable, but so often we cannot get out of our own way – or even move forward in any way, because of organizational dysfunction and poor decisions.

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The Intersection of Data and Decision Making

  1. 1. THE INTERSECTION OF DATA AND DECISION MAKING MICHAEL FRIEDMAN, MANAGING PARTNER
  2. 2. WHO THE HELL IS THIS GUY?
  3. 3. NOT MUCH HAS CHANGED
  4. 4. WHAT’S TO BLAME? • Big Data and Bad Decisions • Content Irrelevancy • Journey to Nowhere
  5. 5. ISSUE 1: BIG DATA AND BAD DECISIONS
  6. 6. C-SUITE AND IT ARE BUYING IN
  7. 7. WHY ISN’T EVERYTHING WORKING?
  8. 8. IGNORING THE OBVIOUS
  9. 9. WITH DATA… 150+ DATA POINTS PER PLAYER SPEND, FREQUENCY, TIME AGE, ETHNICITY, SPORTS GENDER, MARITAL STATUS, KIDS COMMON PHRASES
  10. 10. COMES GREAT RESPONSIBILITY “LEAVE THE LADIES BEHIND” PROMO TARGETED HIGH SPENDING FREQUENT PLAYERS ELIMINATED GEOGRAPHIES WITH NO PAY TO PLAY DELIVERED USING EMAIL, PUSH AND SMS AND THEY SENT TO INVESTORS AND THEY SENT TO WOMEN
  11. 11. ISSUE 2: CONTENT IRRELEVANCY DESIGN + GUTS + TIMING
  12. 12. TRADITIONAL/SOCIAL SENSIBILITIES
  13. 13. TOPICAL AND RELEVANT
  14. 14. IF COMCAST CAN DO IT…
  15. 15. GOOD THINGS HAPPEN
  16. 16. TIMING IS EVERYTHING SHE MADE A PURCHASE ON WEBSITE 3 DAYS PRIOR
  17. 17. WHY DOES THIS HAPPEN?
  18. 18. STUPID IS EXPENSIVE
  19. 19. ISSUE 3: JOURNEY TO NOWHERE
  20. 20. UNALIGNED & UNREALISTIC
  21. 21. INSIGHT VS. EXECUTION OH, BY THE WAY…
  22. 22. REALITY NEEDS TO SET IN
  23. 23. IT DOESN’T HAVE TO BE COMPLICATED
  24. 24. SUPPORT IS AVAILABLE • Instantaneous audience segmentation • Real-time content personalization • Support the journey critical path • Automatic implementation vs. perpetual testing
  25. 25. SO WHAT CAN WE DO?
  26. 26. BE LIKE RANDY: EVANGELIZE FOR WHAT WORKS
  27. 27. WHY? THIS STUFF WORKS
  28. 28. BUT OTHER STUFF WORKS BETTER…
  29. 29. BUT OTHER STUFF IS THE FUTURE…
  30. 30. BUT THE KIDS DON’T USE IT…
  31. 31. WHEN REALITY MEETS SIMPLICITY • SET REASONABLE EXPECTATIONS • SMALL BITES • ITERATE TO IDENTIFY AND IMPROVE • DON’T UNDERESTIMATE YOUR MEDIUM • EVANGELIZE SUCCESSES
  32. 32. MICHAEL FRIEDMAN MIKE@IGNITEFARM.COM @MICONMIKE THANK YOU

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