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DATA DILEMMA
From Data Driven Campaign
to NSA Data Leaked Scandal
@domdelport
FROM «YES WE CAN» TO «YES WE SCAN»
The First Big Data Driven Marketing
Campaign for a Presidential Election

+100 Data Scientist & Analytics Engineers
ex from Google, Twitter, Pixar, Quora, ...
The First Big Data Driven Marketing
Campaign for a Presidential Election

#1 Tracking First
4
The First Big Data Driven Marketing
Campaign for a Presidential Election

#2 Fundraising through Project Narwhal
OFA raised 1 Billion $, hired 100 Scientists
5
The First Big Data Driven Marketing
Campaign for a Presidential Election

#3 Predictive Analytics for the 8
Swings States : Persuadability
Algorythmic Modelling :
66 000 elections / night
6
The First Big Data Driven Marketing
Campaign for a Presidential Election

#4 Targeted TV for
the 8 Swings States
550 000 ads
+ Data Fusion STB :
Unconventional
Programming
7
The First Big Data Driven Marketing
Campaign for a Presidential Election

#4 Targeted TV Unconventional Programming
How to target a 25/35 woman in Miami- Florida ( 1st state for spendings )
8
The First Big Data Driven Marketing
Campaign for a Presidential Election

600 000 FB > 5M viral > 1M registration

#5 Online & Social First for the last month : +100M$
Facebook for Young Adults (Pick 6 friends) , Voting Day Blast
9
The First Big Data Driven Marketing
Campaign for a Presidential Election

# A Tweet for History ( 808 112 RT )
LEARNING 1
BIG DATA REPRESENTS AN UNPRECEDENTED POTENTIAL TO BETTER UNDERSTAND
CONSUMERS, MICRO-LISTEN TO THEM, CONNECT LINEAR AND SOCIAL DATA,
TARGET THEM WITH GRANULARITY AT SCALE AND IMPROVE YOUR BUSINESS
RESULTS THANKS TO PREDICTIVE MODELLING AND ACTIONABLE ANALYTICS.
NSA DATA
From Data Driven Campaign
to Data Leaked Scandal
NSA/ PRISM : The First Big Data Scandal

THE LEAK
NSA/ PRISM : The First Big Data Scandal

THE HOME
NSA/ PRISM : The First Big Data Scandal

THE WEAPON
NSA/ PRISM : The First Big Data Scandal

The US gave Edward
Snowden’s middle
name James when it is
Joseph, resulting in
Hong-Kong’s decision
to let him fly to Russia
THE FAILURE
NSA/ PRISM : The First Big Data Scandal
54% : He was RIGHT to do it
He did a Good Thing
30% Disagreed in the US
19% only among 18-34

THE POLL
53% : He was WRONG to leave the US
and seek asylum in Russia
53%: He should be prosecuted for
Leaking NSA files
The First Big Data Scandal :

ALL AMERICAN BIG PLAYERS INVOLVED BUT TWITTER@emilandDC
WHAT IS PRISM ?
The First Big Data Scandal :

@emilandDC
The First Big Data Scandal :

ALL AMERICAN BIG PLAYERS INVOLVED BUT TWITTER ACT
A HUGE MICROLISTENING & TRACKING SYSTEM vs PATRIOT
The First Big Data Scandal : #Tracking

ALL AMERICAN BIG PLAYERS INVOLVED SINCE 2007 BUT TWITTER
@emilandDC
The First Big Data Scandal
The First Big Data Scandal
The First Big Data Scandal

Better Person Centric Analysis
94 entity types (email, IP..)
124 relationship types
(has father, travel with, employs..)
20 Billions datas /day
available in 60mns
Enterprise Knowledge System
Budget: 396M$
NSA/ PRISM : The First Big Data Scandal

Big Data = Big Brother ?

2

2
NSA/ PRISM : The First Big Data Scandal
raise International concern about Privacy,
Internet Regulation, New Public Rights ...
NSA/ PRISM : The First Big Data Scandal
raise International concern about Privacy,
Internet Regulation, New Public Rights ...
LEARNING 2
BIG DATA REPRESENTS AN UNPRECEDENTED THREAT TO PEOPLE PRIVACY AS EVERY
DIGITAL FOOTPRINT ( SOCIAL DATA, PHONE CALLS, CONNECTED OBJECTS, GEO
LOCATION...) WILL BE ACTIONABLE.
GOVERNMENTS, ORGANISATIONS AND COMPANIES NEED TO BE INCREDIBLY
CAUTIOUS HOW TO MANAGE THESE DATA ASSETS, HOW TO CONNECT THEM, HOW TO
PROTECT SYSTEMS & PEOPLE INTIMACY ... THIS IS NOT 1984. WHAT KIND OF
REGULATION ARE WE READY TO AFFORD WHEN WE WILL BE TRACKABLE 24/7 ?
WE DONT WANT TOMORROW TO HAVE A DATA DILEMNA : LIVE FREE vs GO ONLINE...
PEOPLE DATA
WHAT DO YOU THINK ABOUT
THAT DATA DILEMNA ?
From Data Campaign to Data Scandal :
Companies join the Conversation

Your Data is Already Big Business
From Data Campaign to Data Scandal :
#1 . Its Not about Data, its all about People
From Data Campaign to Data Scandal :
#1 . Its Not about Data, its all about People
From Data Campaign to Data Scandal :
#1 . Its Not about Data, its all about People

13% of internet users report they have

experienced trouble in a relationship
between them and a family member or a
friend because of something they posted.

1% say they have lost a job opportunity or
educational opportunity because of
something they posted online or someone
posted about them online.
From Data Campaign to Data Scandal :
#2 Generational Gaps for Data Privacy
From Data Campaign to Data Scandal :
#3 . All Data is not Equally perceived as Personal Data

What’s in Your Heart is less Private than What’s in your Wallet
From Data Campaign to Data Scandal :
#4 . All Data is not Equally Regulated and Protected by States

Most Legally Restricted : Argentina, Germany, Scandinavia ...
From Data Campaign to Data Scandal :
#4 . Better Speed Up : Brands are not well perceived
Who Users try to avoid
55% of internet users have taken steps
to hide from specific people or
organizations

TOP 3:

Hackers,
Criminals and
... Advertisers
From Data Campaign to Data Scandal :
#5 . People are reacting

64% clear cookies, browser history
36% not used website because it
asked for your real name

14% Encrypt their communications
From Data Campaign to Data Scandal :
#6 . Key Initiatives : UK - « Reclaim my Name »
From Data Campaign to Data Scandal :
#6 . Key Initiatives : US - « AboutTheData.com »

Key Initiatives for Tomorrow :
US - Acxiom « About the Data.com »
From Data Campaign to Data Scandal :
#6 . Key Initiatives : US - « End of Cookie and Google AdId »
From Data Campaign to Data Scandal :
#6 . Key Initiatives : EU - « Schengen for Data »

Vivianne Redding EU Commissionner want to impose a new
european right : « Right to be Forgotten »
Same initiative in California (janv 2015) for teenagers
LEARNING 3
THE ADVERTISING COMMUNITY IS UNDER SCRUTINITY. CONSUMERS START CHANGING
THEIR ATTITUDES AND ONLINE BEHAVIORAL. WHEN 73% OF BRANDS COULD
DISAPPEAR TOMORROW WITHOUT CONSUMER WORRY, THE DATA DEBATE IS A GREAT
OPPORTUNITY TO BRING THE TRUST BACK AND BE MORE MEANINGFUL.
BUT THE SPECTACULAR FAILURE OF #DONOTTRACK IS NOT A GOOD SIGN
TO AVOID UNILATERAL RESTRICTIONS FROM GOVERNMENTS (THAT WONT AVOID NSALIKE SCANDAL), WE NEED TO PROMOTE ACTIVE SELF-REGULATION AND TO MULTIPLY
INITIATIVES. EVERY COMPANY SHOULD HAVE DATA PRIVACY GUIDELINES.
DATA vs CONTENT
A new Trade-off for Engaging People
Data vs Content : Content start Conversations
How Entertainment Industry reinvent the Trade-Off
Data vs Content : Content start Conversations
How Entertainment Industry reinvent the Trade-Off

800 Data Scientists / 75% viewing time related to Algorythm
+20% market share when OTT + STB
Data vs Content :
How Entertainment Industry reinvent the Trade-Off

User

Brand

Give me
something
valuable

Buy my
product,
Subscribe to
my service

Trade - Off
Data vs Content :
How Entertainment Industry reinvent the Trade-Off

Rich content
or services
User
Entertain me,
Inform me,
Reward me...

Brand
Consumer
service

Engagement
/user data

Engage with
my Brand
Allow me to be
more relevant
Data vs Content :
How Entertainment Industry reinvent the Trade-Off
Connect

Rich content
or services
User
Easy to identify
myself and share
with my peers

Brand
Consumer
service

Engagement
/user data

Crossplatform
Experience
Data Mining
Data vs Content :
the Engagement Trade-Off

Create a Multi Brand
Platform
1

Action Data
For People
Engagement

2

4

3

Make People Data
Actionable

Help People
Connect
with Brands
Data vs Content :
the Engagement Trade-Off

HAVAS MEDIA & MFG LABS
Data vs Content :
the Engagement Trade-Off

Create a Multi Brand
Platform
1

Action Data
For People
Engagement

2

4

3

Make People Data
Actionable

Help People
Connect
with Brands
Data vs Content :
the Engagement Trade-Off

Social Brand Platform:
My Warner
Data vs Content :
the Engagement Trade-Off

Incremental Brand
reach
Direct Commerce

Media Performance

≤≤≤≤
My Warner
Friends

My Warner
base

Social Brand Platform: My Warner
200 000 members My Warner Base
20M My Warner Friends Free Media
3Billions Social Interactions
Brand Equity Tracking +XX%
Optimization on Media Buying
x6 Conversion Ratio on sales ( Amazon)
My Warner Day : 3000 fans + Hangover 3
Data vs Content :
the Engagement Trade-Off
LEARNING 4
A NEW ERA FOR MARKETING: THANKS TO SOCIAL DATA, WE CAN JUMP FROM
CUSTOMER SEGMENTS TO MARKETING TO INDIVIDUALS AND INVENT
«CUSTOMIZATION AT SCALE» . BUT IT’s ONLY THROUGH A NEW DEAL THAT WE CAN
BUILD MEANINGFUL CONNECTIONS. RELEVANCY IS KEY.
WE THINK THAT CONTENT IS A PERFECT VEHICLE FOR THAT NEW ENGAGEMENT DEAL
BY CREATING A VIRTUOUS LOOP BETWEEN CONTENT-DRIVEN SERVICE ( aka APi),
CROSS-DATA MINING AND REAL-TIME ACTIVATION, WE CAN LEVERAGE SUSTAINABLE
RELATIONSHIPS...
BRANDS NEED TO BECOME SUPERPUBLISHER AND TO BEHAVE LIKE TECH COMPANIES
DATA TAKE AWAYS
Learnings for Brands & Marketers
DATA TAKE AWAYS

Being Better Listeners
Data Drives New Questions
Data at the Core : No Siloes, Data Audit POE
You need a Data-Driven #Ecosystem
Be Agile : Focus on Action vs Collection
Be Fair, Be Transparent or be Ready ...
DATA TAKE AWAYS

Latam Leadership : Havas Média Group n°1
Data Backbone ( artemis since 2001 )
Fully integrated data+content-Driven Organisation
World Class Mathematicians « mfg labs »
to accelerate Programmatic Marketing ( affiperf )
Nov 2013 : Meaningful Data Manifesto
MY DATA :
DOMINIQUE DELPORT
GLOBAL MD HAVAS MEDIA
@DOMDELPORT
T:+33672340235
MAIL :DOMINIQUE.DELPORT
@HAVASMEDIA.COM
@domdelport #FOMLA13

THANK YOU

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The #BigData Dilemna

  • 1. DATA DILEMMA From Data Driven Campaign to NSA Data Leaked Scandal @domdelport
  • 2. FROM «YES WE CAN» TO «YES WE SCAN»
  • 3. The First Big Data Driven Marketing Campaign for a Presidential Election +100 Data Scientist & Analytics Engineers ex from Google, Twitter, Pixar, Quora, ...
  • 4. The First Big Data Driven Marketing Campaign for a Presidential Election #1 Tracking First 4
  • 5. The First Big Data Driven Marketing Campaign for a Presidential Election #2 Fundraising through Project Narwhal OFA raised 1 Billion $, hired 100 Scientists 5
  • 6. The First Big Data Driven Marketing Campaign for a Presidential Election #3 Predictive Analytics for the 8 Swings States : Persuadability Algorythmic Modelling : 66 000 elections / night 6
  • 7. The First Big Data Driven Marketing Campaign for a Presidential Election #4 Targeted TV for the 8 Swings States 550 000 ads + Data Fusion STB : Unconventional Programming 7
  • 8. The First Big Data Driven Marketing Campaign for a Presidential Election #4 Targeted TV Unconventional Programming How to target a 25/35 woman in Miami- Florida ( 1st state for spendings ) 8
  • 9. The First Big Data Driven Marketing Campaign for a Presidential Election 600 000 FB > 5M viral > 1M registration #5 Online & Social First for the last month : +100M$ Facebook for Young Adults (Pick 6 friends) , Voting Day Blast 9
  • 10. The First Big Data Driven Marketing Campaign for a Presidential Election # A Tweet for History ( 808 112 RT )
  • 11. LEARNING 1 BIG DATA REPRESENTS AN UNPRECEDENTED POTENTIAL TO BETTER UNDERSTAND CONSUMERS, MICRO-LISTEN TO THEM, CONNECT LINEAR AND SOCIAL DATA, TARGET THEM WITH GRANULARITY AT SCALE AND IMPROVE YOUR BUSINESS RESULTS THANKS TO PREDICTIVE MODELLING AND ACTIONABLE ANALYTICS.
  • 12. NSA DATA From Data Driven Campaign to Data Leaked Scandal
  • 13. NSA/ PRISM : The First Big Data Scandal THE LEAK
  • 14. NSA/ PRISM : The First Big Data Scandal THE HOME
  • 15. NSA/ PRISM : The First Big Data Scandal THE WEAPON
  • 16. NSA/ PRISM : The First Big Data Scandal The US gave Edward Snowden’s middle name James when it is Joseph, resulting in Hong-Kong’s decision to let him fly to Russia THE FAILURE
  • 17. NSA/ PRISM : The First Big Data Scandal 54% : He was RIGHT to do it He did a Good Thing 30% Disagreed in the US 19% only among 18-34 THE POLL 53% : He was WRONG to leave the US and seek asylum in Russia 53%: He should be prosecuted for Leaking NSA files
  • 18. The First Big Data Scandal : ALL AMERICAN BIG PLAYERS INVOLVED BUT TWITTER@emilandDC WHAT IS PRISM ?
  • 19. The First Big Data Scandal : @emilandDC
  • 20. The First Big Data Scandal : ALL AMERICAN BIG PLAYERS INVOLVED BUT TWITTER ACT A HUGE MICROLISTENING & TRACKING SYSTEM vs PATRIOT
  • 21. The First Big Data Scandal : #Tracking ALL AMERICAN BIG PLAYERS INVOLVED SINCE 2007 BUT TWITTER @emilandDC
  • 22.
  • 23. The First Big Data Scandal
  • 24. The First Big Data Scandal
  • 25. The First Big Data Scandal Better Person Centric Analysis 94 entity types (email, IP..) 124 relationship types (has father, travel with, employs..) 20 Billions datas /day available in 60mns Enterprise Knowledge System Budget: 396M$
  • 26. NSA/ PRISM : The First Big Data Scandal Big Data = Big Brother ? 2 2
  • 27. NSA/ PRISM : The First Big Data Scandal raise International concern about Privacy, Internet Regulation, New Public Rights ...
  • 28. NSA/ PRISM : The First Big Data Scandal raise International concern about Privacy, Internet Regulation, New Public Rights ...
  • 29. LEARNING 2 BIG DATA REPRESENTS AN UNPRECEDENTED THREAT TO PEOPLE PRIVACY AS EVERY DIGITAL FOOTPRINT ( SOCIAL DATA, PHONE CALLS, CONNECTED OBJECTS, GEO LOCATION...) WILL BE ACTIONABLE. GOVERNMENTS, ORGANISATIONS AND COMPANIES NEED TO BE INCREDIBLY CAUTIOUS HOW TO MANAGE THESE DATA ASSETS, HOW TO CONNECT THEM, HOW TO PROTECT SYSTEMS & PEOPLE INTIMACY ... THIS IS NOT 1984. WHAT KIND OF REGULATION ARE WE READY TO AFFORD WHEN WE WILL BE TRACKABLE 24/7 ? WE DONT WANT TOMORROW TO HAVE A DATA DILEMNA : LIVE FREE vs GO ONLINE...
  • 30. PEOPLE DATA WHAT DO YOU THINK ABOUT THAT DATA DILEMNA ?
  • 31. From Data Campaign to Data Scandal : Companies join the Conversation Your Data is Already Big Business
  • 32. From Data Campaign to Data Scandal : #1 . Its Not about Data, its all about People
  • 33. From Data Campaign to Data Scandal : #1 . Its Not about Data, its all about People
  • 34. From Data Campaign to Data Scandal : #1 . Its Not about Data, its all about People 13% of internet users report they have experienced trouble in a relationship between them and a family member or a friend because of something they posted. 1% say they have lost a job opportunity or educational opportunity because of something they posted online or someone posted about them online.
  • 35. From Data Campaign to Data Scandal : #2 Generational Gaps for Data Privacy
  • 36. From Data Campaign to Data Scandal : #3 . All Data is not Equally perceived as Personal Data What’s in Your Heart is less Private than What’s in your Wallet
  • 37. From Data Campaign to Data Scandal : #4 . All Data is not Equally Regulated and Protected by States Most Legally Restricted : Argentina, Germany, Scandinavia ...
  • 38. From Data Campaign to Data Scandal : #4 . Better Speed Up : Brands are not well perceived Who Users try to avoid 55% of internet users have taken steps to hide from specific people or organizations TOP 3: Hackers, Criminals and ... Advertisers
  • 39. From Data Campaign to Data Scandal : #5 . People are reacting 64% clear cookies, browser history 36% not used website because it asked for your real name 14% Encrypt their communications
  • 40. From Data Campaign to Data Scandal : #6 . Key Initiatives : UK - « Reclaim my Name »
  • 41. From Data Campaign to Data Scandal : #6 . Key Initiatives : US - « AboutTheData.com » Key Initiatives for Tomorrow : US - Acxiom « About the Data.com »
  • 42. From Data Campaign to Data Scandal : #6 . Key Initiatives : US - « End of Cookie and Google AdId »
  • 43. From Data Campaign to Data Scandal : #6 . Key Initiatives : EU - « Schengen for Data » Vivianne Redding EU Commissionner want to impose a new european right : « Right to be Forgotten » Same initiative in California (janv 2015) for teenagers
  • 44. LEARNING 3 THE ADVERTISING COMMUNITY IS UNDER SCRUTINITY. CONSUMERS START CHANGING THEIR ATTITUDES AND ONLINE BEHAVIORAL. WHEN 73% OF BRANDS COULD DISAPPEAR TOMORROW WITHOUT CONSUMER WORRY, THE DATA DEBATE IS A GREAT OPPORTUNITY TO BRING THE TRUST BACK AND BE MORE MEANINGFUL. BUT THE SPECTACULAR FAILURE OF #DONOTTRACK IS NOT A GOOD SIGN TO AVOID UNILATERAL RESTRICTIONS FROM GOVERNMENTS (THAT WONT AVOID NSALIKE SCANDAL), WE NEED TO PROMOTE ACTIVE SELF-REGULATION AND TO MULTIPLY INITIATIVES. EVERY COMPANY SHOULD HAVE DATA PRIVACY GUIDELINES.
  • 45. DATA vs CONTENT A new Trade-off for Engaging People
  • 46. Data vs Content : Content start Conversations How Entertainment Industry reinvent the Trade-Off
  • 47. Data vs Content : Content start Conversations How Entertainment Industry reinvent the Trade-Off 800 Data Scientists / 75% viewing time related to Algorythm +20% market share when OTT + STB
  • 48. Data vs Content : How Entertainment Industry reinvent the Trade-Off User Brand Give me something valuable Buy my product, Subscribe to my service Trade - Off
  • 49. Data vs Content : How Entertainment Industry reinvent the Trade-Off Rich content or services User Entertain me, Inform me, Reward me... Brand Consumer service Engagement /user data Engage with my Brand Allow me to be more relevant
  • 50. Data vs Content : How Entertainment Industry reinvent the Trade-Off Connect Rich content or services User Easy to identify myself and share with my peers Brand Consumer service Engagement /user data Crossplatform Experience Data Mining
  • 51. Data vs Content : the Engagement Trade-Off Create a Multi Brand Platform 1 Action Data For People Engagement 2 4 3 Make People Data Actionable Help People Connect with Brands
  • 52. Data vs Content : the Engagement Trade-Off HAVAS MEDIA & MFG LABS
  • 53. Data vs Content : the Engagement Trade-Off Create a Multi Brand Platform 1 Action Data For People Engagement 2 4 3 Make People Data Actionable Help People Connect with Brands
  • 54. Data vs Content : the Engagement Trade-Off Social Brand Platform: My Warner
  • 55.
  • 56. Data vs Content : the Engagement Trade-Off Incremental Brand reach Direct Commerce Media Performance ≤≤≤≤ My Warner Friends My Warner base Social Brand Platform: My Warner 200 000 members My Warner Base 20M My Warner Friends Free Media 3Billions Social Interactions Brand Equity Tracking +XX% Optimization on Media Buying x6 Conversion Ratio on sales ( Amazon) My Warner Day : 3000 fans + Hangover 3
  • 57.
  • 58. Data vs Content : the Engagement Trade-Off
  • 59. LEARNING 4 A NEW ERA FOR MARKETING: THANKS TO SOCIAL DATA, WE CAN JUMP FROM CUSTOMER SEGMENTS TO MARKETING TO INDIVIDUALS AND INVENT «CUSTOMIZATION AT SCALE» . BUT IT’s ONLY THROUGH A NEW DEAL THAT WE CAN BUILD MEANINGFUL CONNECTIONS. RELEVANCY IS KEY. WE THINK THAT CONTENT IS A PERFECT VEHICLE FOR THAT NEW ENGAGEMENT DEAL BY CREATING A VIRTUOUS LOOP BETWEEN CONTENT-DRIVEN SERVICE ( aka APi), CROSS-DATA MINING AND REAL-TIME ACTIVATION, WE CAN LEVERAGE SUSTAINABLE RELATIONSHIPS... BRANDS NEED TO BECOME SUPERPUBLISHER AND TO BEHAVE LIKE TECH COMPANIES
  • 60. DATA TAKE AWAYS Learnings for Brands & Marketers
  • 61. DATA TAKE AWAYS Being Better Listeners Data Drives New Questions Data at the Core : No Siloes, Data Audit POE You need a Data-Driven #Ecosystem Be Agile : Focus on Action vs Collection Be Fair, Be Transparent or be Ready ...
  • 62. DATA TAKE AWAYS Latam Leadership : Havas Média Group n°1 Data Backbone ( artemis since 2001 ) Fully integrated data+content-Driven Organisation World Class Mathematicians « mfg labs » to accelerate Programmatic Marketing ( affiperf ) Nov 2013 : Meaningful Data Manifesto
  • 63. MY DATA : DOMINIQUE DELPORT GLOBAL MD HAVAS MEDIA @DOMDELPORT T:+33672340235 MAIL :DOMINIQUE.DELPORT @HAVASMEDIA.COM