2002 holidayshopping

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2002 holidayshopping

  1. 1. Stories that scale Content Marketing Show - 20.11.12 @amayfield @brilliantnoise brilliantnoise.com
  2. 2. Spoiler alert...
  3. 3. BIG DATA +BIG STORIES
  4. 4. Storytelling can SCALE PDR (cc) http://goo.gl/CEs8e
  5. 5. Scaling yourIt is about ability to tell stories....
  6. 6. Your ability toIt is about listen to customer stories
  7. 7. AutomatedWhat scale Dehumanised is not... Numbers-led Blockbusters
  8. 8. having one-It is about to-one conversations that can scale
  9. 9. Smalldata-driven bull***t content http://goo.gl/MPpdb
  10. 10. Maybe your data isn’t bigenough.
  11. 11. US elections2012
  12. 12. “It was the quants what won it.”
  13. 13. "...they used theirdatabases to tell stories.Or, more to the point, theirdatabases and modelswere used so thatAmericans could tellstories to each other." Felix Salmon http://goo.gl/GxfMp
  14. 14. “Joined-up data that enables you to understand which stories to tell to who, and how and when they should be told. Thats the future of marketing, right there.”Neil Perkin http://goo.gl/B6Mah
  15. 15. Storiesthat scale
  16. 16. Havingcreative /editorial anddata analystson the sameteam.
  17. 17. NUMBERS +STORIES
  18. 18. BIG DATA + CONTENT +CUSTOMER EXPERIENCE
  19. 19. Customer decisionjourney Consider Bond Advocate Evaluate Enjoy BuyMckinsey & Co’s Consumer Decision Journey Model Model first published Harvard Business Review
  20. 20. Customer Centric Planning Consider Evaluate Buy Bond Advocate Search Engine 1 3 Brand website 7 8 Price Comparison 4 6 Social Media 2 5 9 10
  21. 21. Forrester’s Content Ecosystem
  22. 22. Storystream
  23. 23. BIG DATA + CONTENT +CUSTOMER EXPERIENCE
  24. 24. BIG DATA +BIG STORIES
  25. 25. There’s awhitepaper http://goo.gl/7uT1x
  26. 26. Download the paper at htt://brilliantnoise.com/Ta-dah! nokiapaper © 2012 Brilliant Noise - All rights reserved

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