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Data is the Brief
Chloe Gottlieb, SVP, ECD
SINGAPORE
SÃO PAULO
BUENOS AIRES
BUCHAREST
LONDON
STOCKHOLM
NEW YORK
CHICAGO
SAN FRANCISCO
SYDNEY
LA AUSTIN
PORTLAND
ISTANBUL
SHANGHAI
1,725
Staff
Worldwide
SANTIAGO
Digital Agency of the Decade
Agency of the Year 2015
Global Agency of the Year in Mobile 2013
Ten Most Innovative Companies 2013
Innovator of the Year 2013
Digital Agency of the Year 2014
Most Awarded Advertising Agency 2015
Agency of the Year 2015
R/GA For the Connected Age
Data is fluid like water.
It can be handled in great volume
or at a small trickle.
It can move quickly or stay perfectly still.
It provides raw material to be shaped into
countless creative forms.
Think Make
Think MakeInsight Idea Execution Data
Think MakeInsight Idea Execution Data
Think MakeData Insight Idea Execution
Data is a starting point
Data is the Brief
Think MakeInsight Idea Execution Data
Think MakeData Insight Idea Execution
Cultural Data
Behavioral Data
Public Data
Sensorial Data
Think MakeData Insight Idea Execution
Cultural Data
Behavioral Data
Public Data
Sensorial Data
Think MakeData Insight Idea Execution
Cultural Data
Behavioral Data
Public Data
Sensorial Data
Think MakeData Insight Idea Execution
Cultural Data
Behavioral Data
Public Data
Sensorial Data
Think MakeData Insight Idea Execution
Data Visualization
Data + Experiential
Data-Driven Services
Data-Driven Platforms
Think MakeData Insight Idea Execution
Data Visualization
Data + Experiential
Data-Driven Services
Data-Driven Platforms
Think MakeData Insight Idea Execution
Data Visualization
Data + Experiential
Data-Driven Services
Data-Driven Platforms
Think MakeData Insight Idea Execution
Data Visualization
Data + Experiential
Data-Driven Services
Data-Driven Platforms
The Work
Think MakeData Insight Idea Execution
Cultural Data
Behavioral Data
Public Data
Sensorial Data
Think MakeData Insight Idea Execution
Data Visualization
Data + Experiential
Data-Driven Services
Data-Driven Platforms
Think MakeData Insight Idea Execution
Cultural Data
Behavioral Data
Public Data
Sensorial Data
Think MakeData Insight Idea Execution
Data Visualization
Data + Experiential
Data-Driven Services
Data-Driven Platforms
Think MakeData Insight Idea Execution
Cultural Data
Behavioral Data
Public Data
Sensorial Data
Think MakeData Insight Idea Execution
Data Visualization
Data + Experiential
Data-Driven Services
Data-Driven Platforms
10,000
400
49
FlavorPrint
Think MakeData Insight Idea Execution
Cultural Data
Behavioral Data
Public Data
Sensorial Data
Think MakeData Insight Idea Execution
Data Visualization
Data + Experiential
Data-Driven Services
Data-Driven Platforms
Think MakeData Insight Idea Execution
Cultural Data
Behavioral Data
Public Data
Sensorial Data
Think MakeData Insight Idea Execution
Data Visualization
Data + Experiential
Data-Driven Services
Data-Driven Platforms
“What’s missing from the digital
landscape is a cultural context.
We need to bring an emotional
connection back to the act of music
discovery.”
Humans + Technology
Looking Forward
Volume, Velocity, and Variety
In 2020 the world will generate 50X
more data than it did in 2011
2011
2020
The stakes will be higher
Data is the Brief
Start at the Intersection
Design
+
Strategy
+
Technology
+
Business
Cambiá
antes
de
que
te
cambien
Thank you
Chloe.Gottlieb@rga.com
@chloalo

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Marketing Shake 2015: Data Driven | Data is brief

Editor's Notes

  1. Hello. Thank you I am Chloe My background is Etc
  2. We work on
  3. The model has paid off 2015 Notable Awards Cannes | 33 (11 Gold, 10 Silver, 12 Bronze, 73 Shortlists), Bob awarded Lion of St. Mark, Agency of the Year Clio Sports | 19 D&AD Awards | 18 One Show | 14 Eurobest | 9 ANDY Awards | 6 LIA | 4 ADC Awards | 4 Webby Awards | 1
  4. And we are currently for the connected age No other time in our history has seen this ____ Get notes from Nick Bon Technology changes paradigms
  5. And what we learned was that the data that came off of that sensor helped people better understand themselves And it actually kept them motivated – by seeing each others data
  6. Data is the core of the ecosystem
  7. The data that came off of that sensor was more important than the physical product And it was raw material that could shape other products and experiences It changed the way we think about data As opposed to thinking about it as something that is an end product or by-product What if we saw it as the starting point for our innovation, invention, creation If you measure it , you can imporve it
  8. THE NEW
  9. THE NEW
  10. THE NEW WAY of DOING THINGS
  11. THE NEW
  12. Cultural data – data that is derived from influences and influencers in culture (absorved through social media, arts, etc( Behavior data – Any kind of behavior represented by any user --- observe visitors and see how humans interact – of the masses Public data --- city govt // demographics // traffic /// election Sensorial data – data come off of connected devices // often can be personal data // data coming from plants and trees
  13. Cultural data – data that is derived from influences and influencers in culture (absorved through social media, arts, etc( Behavior data – Any kind of behavior represented by any user --- observe visitors and see how humans interact – of the masses Public data --- city govt // demographics // traffic /// election Sensorial data – data come off of connected devices // often can be personal data // data coming from plants and trees
  14. Cultural data – data that is derived from influences and influencers in culture (absorved through social media, arts, etc( Behavior data – Any kind of behavior represented by any user --- observe visitors and see how humans interact – of the masses Public data --- city govt // demographics // traffic /// election Sensorial data – data come off of connected devices // often can be personal data // data coming from plants and trees
  15. Cultural data – data that is derived from influences and influencers in culture (absorved through social media, arts, etc( Behavior data – Any kind of behavior represented by any user --- observe visitors and see how humans interact – of the masses Public data --- city govt // demographics // traffic /// election Sensorial data – data come off of connected devices // often can be personal data // data coming from plants and trees
  16. Data viz – the most creative but the most functional way of representing data Data + experiential: The spatial experience of data and how it can be consumes in a group Data-driven Services: Integrated into the product// collects and generates --- provides value over utlility or value over idea Data-driven platforms: Fully functional platform centered around data // Ie Cancer research platform
  17. Data viz – the most creative but the most functional way of representing data Data + experiential: The spatial experience of data and how it can be consumes in a group Data-driven Services: Integrated into the product// collects and generates --- provides value over utlility or value over idea Data-driven platforms: Fully functional platform centered around data // Ie Cancer research platform
  18. Data viz – the most creative but the most functional way of representing data Data + experiential: The spatial experience of data and how it can be consumes in a group Data-driven Services: Integrated into the product// collects and generates --- provides value over utlility or value over idea Data-driven platforms: Fully functional platform centered around data // Ie Cancer research platform
  19. Data viz – the most creative but the most functional way of representing data Data + experiential: The spatial experience of data and how it can be consumes in a group Data-driven Services: Integrated into the product// collects and generates --- provides value over utlility or value over idea Data-driven platforms: Fully functional platform centered around data // Ie Cancer research platform
  20. Explain the different types of data
  21. Explain the types of outputs
  22. The first time that anyone had mapped it out Some tricks were more central to the ecosystem than others
  23. Explain the different types of data
  24. Explain the types of outputs
  25. In baseball or in any team based sport, the most important thing is to be able to see multidimensional data in one place You want to be able to see all the cultural data Critics
  26. Explain the different types of data
  27. Explain the types of outputs
  28. Recipes, products and consumers will get a unique FlavorPrint mark. The mark allows consumers to easily scan a recipe to help determine if it is a match. A personal FlavorPrint mark is a representation of one’s preferences and a way to discover new flavors that one may not have otherwise explored.
  29. Explain the different types of data
  30. Explain the types of outputs
  31. Explain the different types of data
  32. Explain the types of outputs
  33. TRYING TO UNDERSTANT Your emotions, your behaviors and cultural interests Then look at lyrics Features of audio file Segments of the songs Match the three buckets Listen to upbeat songs Recommendation --- general hip hop song
  34. Everything computer generated would fail Brings the curated playlists One idea was observing behaviors of music critics They had a different weight in the algorithm They were combined --- still using different methods Providing the same playlist to X amount of users In that voting, critics have a higher weight
  35. The Volume, Velocity, and Variety of data in the next five years will increase exponentially
  36. The Volume, Velocity, and Variety of data in the next five years will increase exponentially
  37. The way of solving problems has changed?