Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Bob Pearson, W2O Group: Moneyball Part II

160 views

Published on

Bob Pearson, W2O Group: Moneyball Part II at W2OatSXSW's PreCommerce Summit

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Bob Pearson, W2O Group: Moneyball Part II

  1. 1. Moneyball: Part II The Future of Storytizing Bob Pearson March 10, 2017 1 Contents are proprietary and confidential.
  2. 2. In Moneyball Part 1, we trained people to judge insights In Moneyball Part 2, we are training machine- learning models to scale human judgement 2 Contents are proprietary and confidential.
  3. 3. The definition of influence is expanding 3 Contents are proprietary and confidential.
  4. 4. We are entering the era of “object influence” The shift from strings to things Strings link words Things link objects 4 Contents are proprietary and confidential.
  5. 5. When we link objects, we see visual patterns that influence our behavior A conversation goes on in our heads that we may or may not be aware of We relate to content but never say why But our actions show what really matters to us 5 Contents are proprietary and confidential.
  6. 6. This will impact editorial planning, campaign development and the style of introducing content into a market 6 Contents are proprietary and confidential.
  7. 7. We will learn how to tell stories without words 7 Contents are proprietary and confidential.
  8. 8. Yes, a great visual is worth 1,000 words….. Ad from 1921 8 Contents are proprietary and confidential.
  9. 9. But the right objects CAN tell a story The story of Dune told via Emoji’s 9 Contents are proprietary and confidential.
  10. 10. Our ability to identify clues will change how we defend our brands and organizations 10 Contents are proprietary and confidential.
  11. 11. New alert systems show us an issue at its earliest stage, well before most media are aware We can see which anomalies are important to a brand 11 Contents are proprietary and confidential.
  12. 12. The emergence of Adversarial Algorithms is the result Spam, cybercrime, antagonists and haters of all types can be indexed, tracked and outsmarted The habits of bad actors are different and require different algorithms 12 Contents are proprietary and confidential.
  13. 13. We always knew he was right….. 13 Contents are proprietary and confidential.
  14. 14. If you see exactly what customers care about, you can see exactly where you should invest A new form of ESO-driven media planning will optimize media budgets by 30+% 14 Contents are proprietary and confidential.
  15. 15. The new cookies are not dependent on websites They rely on the language of the neighborhood They reside in earned and shared media communities 15 Contents are proprietary and confidential.
  16. 16. The neighborhood speaks before action is taken
  17. 17. We can understand and track the language of the neighborhood What words truly matter? What is the meaning of silence? How do you measure apathy? Is it noise or a movement? What experience is forming? Is momentum building….or not? 17 Contents are proprietary and confidential.
  18. 18. The ability to utilize micro-segmentation is game changing in how we target our audience 18 Contents are proprietary and confidential.
  19. 19. DISCOVERING NEW ADDRESSABLE AUDIENCES Based on social content-based segmentation ENTREPRENEURIALLY-MINDED WATER FILTER CUSTOMERS WINE-DRINKING SPORTS FANATICS
  20. 20. Customers are telling us what they want If we listen correctly, we can develop a new way to build stories and creative concepts We can build the story and content our customers actually want to hear 20 Contents are proprietary and confidential.
  21. 21. Relevance is the new black The current reputation models can be tossed 21 Contents are proprietary and confidential.
  22. 22. We know how word of mouth really works We can see which people have influence on a specific topic in a specific town and what content type they prefer Prospective planning of WOM is possible 22 Contents are proprietary and confidential.
  23. 23. We can see where behavior is shaped and by whom locally Millennial Twitter Activity Millennial Geotagged tweet
  24. 24. We can start to build plans at the territory or the voting district level to shape behavior Think of this as “Sales+” 24 Contents are proprietary and confidential.
  25. 25. Agile content will be driven by agile insights We will build “training sets” that show what a market desires in real-time Campaigns will align insight and creative development to align with the market’s needs 25 Contents are proprietary and confidential.
  26. 26. The advertising era is ending • Traditional segmentation is not effective • 5 vs. 5000 personas • Primary research is not enough • Conscious vs. subconscious • Paid media is no longer a strong stand alone • Earned, shared and owned are more impactful • Email was never the right model for conversion • .5% vs. 5-15% • Lack of speed is a major issue • Campaigns are too slow, trends are missed
  27. 27. The Storytizing era is beginning • Audience architecture leads to real alignment • We can follow our exact audience and listen/learn • Shaping our reputation is based on relevance • If our customers don’t care, muscle won’t make up for it • The 1,9,90 model is the new “media platform” • Media, influencers, interpreters and shapers • Social channels are more powerful than most traditional media outlets • We can reach our direct target audience via machine learning and the right profiles • New technology requires the evolution of all models 27 Contents are proprietary and confidential.
  28. 28. THANK YOU!

×