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 soluti...
Building OnSand vs. Building onRock
Sherlock Holmes, once again.              “It is a capital mistake to               theorise before one has              d...
Scientific Way of Looking At It   Identify/Define the Question/                Topic                        Hypothesis/Idea-...
VLT Way of Looking At It                 Identifying the problem                                           Identifying the...
Case Study: Pet Food Brand A Brief:TheThe client wants to build their marketshare through digital channels that mayalso ov...
Case Study: Pet Food Brand AIdentifying & Defining Parameters:Market landscape, competitive analysisCurrent rules of engage...
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 pe...
Case Study: Pet Food Brand A Research & the Consumer Journey:                                                network     s...
Case Study: Pet Food Brand A          Data Analysis:                     Identify competitors and what product offerings  ...
Case Study: Pet Food Brand A          EMOTIONS   motivations   culture          stories   triggers          BEHAVIOURAL   ...
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, start...
Case Study: Pet Food Brand AIdentifying the Golden Insight:Insights:-  Pet owners, breeders, and petlovers alike believe t...
Case Study: Pet Food Brand A            Identifying the Golden Insight:                       What is missing?            ...
Case Study: Pet Food Brand A Identifying the Golden Insight: Potential pet owners and pet ownersdo not have an expert-back...
Case Study: Pet Food Brand A            Creating the Integrated Solution:                                Mobile app for pe...
Scott BaldwinSenior Marketing Manager of Nature Valley                   “Supporting lifestyle causes                    t...
The 5 Takeaways          Stay neutral.                                   Stick to the truth.                              ...
VLT is a full-service digitalagency.We multiply creative, technology, strategy andmarketing disciplines with the power of ...
All we know and love.Research, Strategy       Design &                   Social Media && Planning              Development...
Talk to VLT.hello@wearevlt.com+60 3 7957 8800www.wearevlt.com                  Campaign Asia Southeast Asia Independent Ag...
The Golden Insight: Leveraging the Power of Big Data to Build Businesses & Transform Brands
The Golden Insight: Leveraging the Power of Big Data to Build Businesses & Transform Brands
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The Golden Insight: Leveraging the Power of Big Data to Build Businesses & Transform Brands

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The Golden Insight: Leveraging the Power of Big Data to Build Businesses & Transform Brands

  1. 1. The Golden Insight: Leveraging thePower of Data to Build Businesses &Transform Brands
  2. 2. How do we create solutions thatbring value to the targetaudience we are trying to reach?
  3. 3. Sherlock Holmes“Data! Data! Data! I can’t make bricks without clay.”
  4. 4. 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!
  5. 5. Building OnSand vs. Building onRock
  6. 6. 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.”
  7. 7. 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  
  8. 8. 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
  9. 9. Case Study: Pet Food Brand A Brief:TheThe client wants to build their marketshare through digital channels that mayalso overflow to on-ground initiatives.
  10. 10. Case Study: Pet Food Brand AIdentifying & Defining Parameters:Market landscape, competitive analysisCurrent rules of engagementCurrent consumer behavior
  11. 11. Case Study: Pet Food Brand AHypothesis:Pet owners in Malaysia have nocomprehensive resources.
  12. 12. 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
  13. 13. Case Study: Pet Food Brand A Research & the Consumer Journey: network sources conversations Pre-buying Buying Post-buying platforms tools
  14. 14. 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.
  15. 15. Case Study: Pet Food Brand A EMOTIONS motivations culture stories triggers BEHAVIOURAL TRUTH
  16. 16. Case Study: Pet Food Brand A Data common countercheck patterns with parameters
  17. 17. 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
  18. 18. 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
  19. 19. Case Study: Pet Food Brand A Identifying the Golden Insight: What is missing? What’s the behavioural truth that is not being addressed?
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. The 5 Takeaways Stay neutral. Stick to the truth. Dig deep. Find the common patterns. Fill the gap.
  24. 24. 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)
  25. 25. 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
  26. 26. Talk to VLT.hello@wearevlt.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

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