The Golden Insight: Leveraging the Power of Big Data to Build Businesses & Transform Brands
The Golden Insight: Leveraging thePower of Data to Build Businesses &Transform Brands
How do we create solutions thatbring value to the targetaudience we are trying to reach?
Sherlock Holmes“Data! Data! Data! I can’t make bricks without clay.”
Why is Data Important? GOOD QUALITY DATA - Supplies objective information - Builds valuable and meaningful solutions BAD QUALITY DATA - Builds on assumptions - Builds shortsighted solutions - Sometimes it may not be even the right solution!
Sherlock Holmes, once again. “It is a capital mistake to theorise before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts.”
Scientiﬁc Way of Looking At It Identify/Deﬁne the Question/ Topic Hypothesis/Idea-forming Research (gathering, planning, collecting) Organise and analyse the data, interpreting Form conclusion Source: h*p://depts.washington.edu/rural/RURAL/design/ scimethod.html
VLT Way of Looking At It Identifying the problem Identifying the parameters Hypothesis Research (gathering, planning, collecting) Organise and analyse the data, interpreting Identify the key insights, the gap (The Golden Insight) Create solutions
Case Study: Pet Food Brand A Brief:TheThe client wants to build their marketshare through digital channels that mayalso overﬂow to on-ground initiatives.
Case Study: Pet Food Brand AIdentifying & Deﬁning Parameters:Market landscape, competitive analysisCurrent rules of engagementCurrent consumer behavior
Case Study: Pet Food Brand AHypothesis:Pet owners in Malaysia have nocomprehensive resources.
Case Study: Pet Food Brand A Research: Market research – observation, secondary research Interviews with pet owners, pet shop owners, pet groomers, breeders, etc. Observation of behaviour online and ofﬂine
Case Study: Pet Food Brand A Research & the Consumer Journey: network sources conversations Pre-buying Buying Post-buying platforms tools
Case Study: Pet Food Brand A Data Analysis: Identify competitors and what product offerings they currently have or do not have. How can Brand A take advantage? Find out the current rules of engagement that brands are utilising, both online and ofﬂine. E.g. events, workshops, online communities (forums, FB pages), partnerships, etc.
Case Study: Pet Food Brand A EMOTIONS motivations culture stories triggers BEHAVIOURAL TRUTH
Case Study: Pet Food Brand A Data common countercheck patterns with parameters
Case Study: Pet Food Brand AIdentifying the Golden Insight:Commonalities found:- Not enough information on petcare, starting from pre-buying topost-buying.- Too much dated informationwithout proper expert validation, e.g.forums
Case Study: Pet Food Brand AIdentifying the Golden Insight:Insights:- Pet owners, breeders, and petlovers alike believe that pets need tobe treated as family- Animals need to be treated well(Malaysians need to be educated)- More locations should be pet-friendly
Case Study: Pet Food Brand A Identifying the Golden Insight: What is missing? What’s the behavioural truth that is not being addressed?
Case Study: Pet Food Brand A Identifying the Golden Insight: Potential pet owners and pet ownersdo not have an expert-backed consolidated platform: • to know more on how to care for a pet • to cultivate their interest and to further their passion
Case Study: Pet Food Brand A Creating the Integrated Solution: Mobile app for pet owners: - Advice and reminders from Day 1 of owning a pet Regularly updated website: - Consolidated expert advice on breed- speciﬁc issues as well as general care Pet grooming wagons: - to bring knowledge and education - product sampling to the doorsteps
Scott BaldwinSenior Marketing Manager of Nature Valley “Supporting lifestyle causes that your customers care about is what’s going to keep them loyal to you, and when they have a choice, maybe they’ll choose you.” A+M Digital Agency of the Year 2012 Only Malaysian agency named in Leading Asian Independent Agencies 2012
The 5 Takeaways Stay neutral. Stick to the truth. Dig deep. Find the common patterns. Fill the gap.
VLT is a full-service digitalagency.We multiply creative, technology, strategy andmarketing disciplines with the power of digitaland social media, to build businesses andtransform brands.(creative + technology + strategy + marketing)x (digital + social)
All we know and love.Research, Strategy Design & Social Media && Planning Development Content Research, Insights & DESIGN SOCIAL MEDIA"Analytics Creative Direction, User Social Media Strategy, Interface / User Conversation Creation &Integrated Brand Experience Design, Monitoring, CommunityDevelopment, Strategy, Photography, Video & Engagement & Curation,Planning & Consulting Production Digital PR, Campaign Planning & ManagementMedia Planning & DEVELOPMENT Management Application Development, CONTENT Content Management Content Strategy, ContentMeasurement, Reporting Systems, eCommerce & Creation, Copywriting, Intelligence& Payments, Game, Mobile, Information Architecture Technology & Hosting
Talk to VLT.email@example.com+60 3 7957 8800www.wearevlt.com Campaign Asia Southeast Asia Independent Agency of the Year 2012 Campaign Asia Malaysia Digital Agency of the Year 2012 A+M Digital Agency of the Year 2012