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If Big Data is so awesome why do
we keep making dumb mistakes in
online marketing?
MA Smarter Data conference
Data
Smarter Data
Big Data
Can you trust your eyes?
Can you trust your eyes?
Can you trust your eyes?
Can you trust your eyes?
• Body copy here
Smart pattern – in a painful way
• Body copy here
Minding the data gap
• Body copy here
Erika Hall
“Just because we are seeing patterns,
doesn’t mean they are there.”
Big data opportunity
McKinsey on Big Data
“The biggest game-changing opportunity for
marketing and sales since the Internet went
mainstream 20 ...
Tweets predict stock market
Study of 9.8m tweets from 2.7m tweeters
predicted with 87% accuracy Dow Jones changes
three da...
Tweets predict box-office takings
• HP studied 3m tweets about 25 movies
• Rate at which messages were sent before the fil...
http://mashable.com/2014/03/10/twitter-data-hungover/?utm_medium=feed
http://mashable.com/2014/03/10/twitter-data-hungover/?utm_medium=feed
Future
http://www.accenture.com/microsites/it-technology-trends-2014/Pages/tech-vision-report.aspx
Global IP traffic expec...
Future
http://www.accenture.com/microsites/it-technology-trends-2014/Pages/tech-vision-report.aspx
The installed base of t...
Future
http://www.accenture.com/microsites/it-technology-trends-2014/Pages/tech-vision-report.aspx
By 2017, more than 50% ...
The issue:
“Everyone agrees that advertising on the
Internet is broken.”
Till Faida, CEO Adblock Plus
The issue
• “You’re more likely to survive a plane
crash than click a banner ad
• 60% of consumers do not remember
the las...
Why have we made it so bad?
Why 1
“We are lazy, forgetful creatures of
habit.”
Erika Hall, Co-Founder Mule Design
http://muledesign.com/about/erika-ha...
Why 2
We abstract our humanity from the
analytical process
Scary stock market graph
Yikes!
• Body copy here
Doh! Who changed the scale?
Science: it’s a girl thing
EU wants to attract more young women
to research careers
Science: it’s a girl thing
EU Directorate General for Research &
Innovation spent 102,000 and used:
• Comms and gender exp...
And produced this…
Evidence:
Making stuff fit the facts
Why 2
We abstract our humanity from the
analytical process
Wisdom vs Intelligence
Fact: Tomato is a fruit
Evidence - 3DTV
• Body copy here
Evidence - Video calling
Standard layout page
• Body copy here
Kiwibank predictive data trial
Identify customers currently active, or soon
to be active, in the home loan space.
Data-dri...
Reinventing home buying
Reinventing home buying
• Prof Dominque Hanssens
Reinventing home buying
• Focus on core customer needs
• Reinvent through digitisation
• Use data to create rich insight f...
Dumb data
Rediscover humanity
“People want to be treated with respect, care, dignity
and concern. That’s what they want from brands....
Obey analytical rules – don’t be lazy
The Naked Brand
Don’t interrupt people with ads and spam.
Use digital marketing to create a gateway to
an immersive platfo...
Ma smarter data if big data is so awesome why do we keep making such dumb mistakes in online marketing 3
Ma smarter data if big data is so awesome why do we keep making such dumb mistakes in online marketing 3
Ma smarter data if big data is so awesome why do we keep making such dumb mistakes in online marketing 3
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Ma smarter data if big data is so awesome why do we keep making such dumb mistakes in online marketing 3

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Why online marketing is broken and how we need to change the model, and understand the human condition, to leverage the opportunity around Big Data

Published in: Marketing
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Ma smarter data if big data is so awesome why do we keep making such dumb mistakes in online marketing 3

  1. 1. If Big Data is so awesome why do we keep making dumb mistakes in online marketing? MA Smarter Data conference
  2. 2. Data
  3. 3. Smarter Data
  4. 4. Big Data
  5. 5. Can you trust your eyes?
  6. 6. Can you trust your eyes?
  7. 7. Can you trust your eyes?
  8. 8. Can you trust your eyes? • Body copy here
  9. 9. Smart pattern – in a painful way • Body copy here
  10. 10. Minding the data gap • Body copy here
  11. 11. Erika Hall “Just because we are seeing patterns, doesn’t mean they are there.”
  12. 12. Big data opportunity
  13. 13. McKinsey on Big Data “The biggest game-changing opportunity for marketing and sales since the Internet went mainstream 20 years ago."
  14. 14. Tweets predict stock market Study of 9.8m tweets from 2.7m tweeters predicted with 87% accuracy Dow Jones changes three days later
  15. 15. Tweets predict box-office takings • HP studied 3m tweets about 25 movies • Rate at which messages were sent before the film opened aligned with later box office takings
  16. 16. http://mashable.com/2014/03/10/twitter-data-hungover/?utm_medium=feed
  17. 17. http://mashable.com/2014/03/10/twitter-data-hungover/?utm_medium=feed
  18. 18. Future http://www.accenture.com/microsites/it-technology-trends-2014/Pages/tech-vision-report.aspx Global IP traffic expected to nearly double between 2013 and 2016, and broadband is expected to speed up more than twofold.
  19. 19. Future http://www.accenture.com/microsites/it-technology-trends-2014/Pages/tech-vision-report.aspx The installed base of the Internet of Things is estimated to reach approximately 212bn in 2020
  20. 20. Future http://www.accenture.com/microsites/it-technology-trends-2014/Pages/tech-vision-report.aspx By 2017, more than 50% of analytics implementations will make use of event data streams generated from instrumented machines, applications, and/or individuals.
  21. 21. The issue: “Everyone agrees that advertising on the Internet is broken.” Till Faida, CEO Adblock Plus
  22. 22. The issue • “You’re more likely to survive a plane crash than click a banner ad • 60% of consumers do not remember the last display ad they saw • 50% of clicks on mobile ads are accidental https://econsultancy.com/blog/64082-native-advertising-12-fascinating-examples-of-good-and-bad-practice
  23. 23. Why have we made it so bad?
  24. 24. Why 1 “We are lazy, forgetful creatures of habit.” Erika Hall, Co-Founder Mule Design http://muledesign.com/about/erika-hall/
  25. 25. Why 2 We abstract our humanity from the analytical process
  26. 26. Scary stock market graph
  27. 27. Yikes! • Body copy here
  28. 28. Doh! Who changed the scale?
  29. 29. Science: it’s a girl thing EU wants to attract more young women to research careers
  30. 30. Science: it’s a girl thing EU Directorate General for Research & Innovation spent 102,000 and used: • Comms and gender experts • Global market research team • Three agencies • Comprehensive qualitative study of 12-18 year old females across 6 countries
  31. 31. And produced this…
  32. 32. Evidence: Making stuff fit the facts
  33. 33. Why 2 We abstract our humanity from the analytical process
  34. 34. Wisdom vs Intelligence
  35. 35. Fact: Tomato is a fruit
  36. 36. Evidence - 3DTV • Body copy here
  37. 37. Evidence - Video calling
  38. 38. Standard layout page • Body copy here
  39. 39. Kiwibank predictive data trial Identify customers currently active, or soon to be active, in the home loan space. Data-driven engagement results in 60% positive response - compared to 10%
  40. 40. Reinventing home buying
  41. 41. Reinventing home buying • Prof Dominque Hanssens
  42. 42. Reinventing home buying • Focus on core customer needs • Reinvent through digitisation • Use data to create rich insight for customer • Use customer insight to drive data-driven sales • Connect through social media
  43. 43. Dumb data
  44. 44. Rediscover humanity “People want to be treated with respect, care, dignity and concern. That’s what they want from brands.” Jim Stengel, former GMO P&G
  45. 45. Obey analytical rules – don’t be lazy
  46. 46. The Naked Brand Don’t interrupt people with ads and spam. Use digital marketing to create a gateway to an immersive platform. Jeff Rosenblum, Co-founder Questus

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