Youngbloods - 50 Shades of Data

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Gual Barwell - Holler, Christian Bartens - Datalicious, Barry Mowszowski - Starcom. Spoke at a NSW Youngbloods' event coined 50 Shades of Grey at Holler Sydney. In an effort to shed light on what big data means to the media and creative industries. How we can improve our consultative approach with clients to enhance their data programs as well as better leverage data to create quantifiable media and creative insights.

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Youngbloods - 50 Shades of Data

  1. 1. Introduction
  2. 2. Agenda1. What is Big Data: Drawing a Line in the Sand2. Our Speakers: 1. Christian Bartens – Founder & Director, Datalicious 2. Barry Mowszowski – Creative Strategy Director, Starcom 3. Gual Barwell – Creative Strategist, Holler Sydney3. Q&A4. Thanks
  3. 3. Data has always been powerful…But what is BigData?
  4. 4. Basically BIGDATA is this…© Copyright 2012 Holler Sydney. All Rights Reserved
  5. 5. Being drivenby…
  6. 6. Challenge…
  7. 7. Big Data is a BIG topic…There are opportunities to be unlocked in data both in solvingcomplex business challenges as well as better understandingconsumers and in the process unlocking valuable creativeinsights.In this session we will not cover everything. But what we will tryand cover is:1. How to be smarter in our approach to data and marketing2. How do we collaborate to create more effective use of data3. How do we mine it, understand it and then best leverage it4. What are the creative and innovation opportunities
  8. 8. Christian Bartens Founder and Director“Advocate for smart datadriven marketing.”
  9. 9. PURCHASE PATHSChannels, devices, creative, etc
  10. 10. ABOUT DATALICIOUSNovember 2012 Datalicious Pty Ltd 11
  11. 11. CHALLENGE: CHANNEL OVERLAP Online Mobile RetailNovember 2012 Datalicious Pty Ltd 12
  12. 12. SOLUTION: PURCHASE PATHS• CHANNEL – TV > DISPLAY > SEARCH > ONLINE SALE – TV > DISPLAY > SEARCH > RETAIL/CALL CENTER SALE• DEVICE – LAPTOP > TABLET > MOBILE > SALE• CREATIVE – CREATIVE 1 > CREATIVE 2 > CREATIVE N > SALE• CONTENT – ARTICLE 1 > ARTICLE 2 > ARTICLE N > SALENovember 2012 Datalicious Pty Ltd 13
  13. 13. COMBIN PATHS COMMON UNIQUE IDENTIFIER OR CUSTOMER ID Home Office Mobile Tablet […]QUALITATIVE RESEARCH ON CUSTOMER SAMPLENovember 2012 Datalicious Pty Ltd 14
  14. 14. ATTRIBUTING CREDIT 100 $100 % 33% 33% 33% $100 X% Y% Z% $100November 2012 Datalicious Pty Ltd 15
  15. 15. ATTRIBUTING CREDITNovember 2012 Datalicious Pty Ltd 16
  16. 16. IMPACT #1: MEASUREMENTNovember 2012 Datalicious Pty Ltd 17
  17. 17. IMPACT #2: TARGETINGPURCHASE DATA PRODUCT PRODUCT DEFAULT CHANNEL DEVICE CYCLE POINT CATEG. A CATEG. BDEFAULT N/A PAY TV CONSOLECONSIDER. PRODUCT DISPLAY LAPTOPRESEARCH VIEWPURCHASE ADD TO SEARCH MOBILE INTENT CART EXISTING LOGIN EMAIL TABLETCUSTOMER November 2012 Datalicious Pty Ltd 18
  18. 18. THE BIG IDEA & PATHS CHANNEL 1>2>N BIG IDEA CREATIVE DEVICE 1>2>N 1>2>NNovember 2012 Datalicious Pty Ltd 19
  19. 19. Barry Mowszowski Creative Strategy Director“Data as a weapon for storytelling”
  20. 20. DATA/Knowledge inspired preventative action
  21. 21. uptown vs. downtownMuch More than a “state of mind”
  22. 22. MULTI-SCREEN DATA SHARING
  23. 23. Data vacuumI0 hours into the storm:285,000 photos tagged #sandy, 172,000 photostagged #hurricanesandy and 26,000 photostagged #frankenstorm
  24. 24. power as umbilical chord
  25. 25. Off-line became the new “online” localized experience sharing
  26. 26. Heroic brand response
  27. 27. Leveraging Data to fuel brand experiences for storytelling
  28. 28. Creating brand experiences acrossOwned, Paid and Earned media
  29. 29. Lateral creative solutions to real business problems
  30. 30. Reactive VS.Proactive use of data
  31. 31. Owned assetsdigital spines for brandsPipeline of insights & data capturing
  32. 32. From multi-screento multi-layered content experiences
  33. 33. DATA AS A WEAPON FORSTORYTELLING Provoke & Leverage
  34. 34. Begin each day with a data dashboard
  35. 35. • Google Trends: http://www.google.com/trends/• Think with Google: http://www.thinkwithgoogle.com/insights/• Consumer Barometer: http://www.consumerbarometer.com• GOMO: http://www.howtogomo.com/en/d/
  36. 36. Gual Barwell Senior Creative Strategist“The creative opportunity indata analytics is largelyunrecognized and fertile”
  37. 37. Dispelling Preconceptions…In a recent IBM report 63% ofbusiness studied are seeingbig data as a key to creating acompetitive advantage. © Copyright 2012 Holler Sydney. All Rights Reserved
  38. 38. Where do we sit? Wisdom Creative Media IntelligenceDigital AnalysisMediaDataClient Data © Copyright 2012 Holler Sydney. All Rights Reserved
  39. 39. Big Data is a BIG topic…My perspective – Agencies need to establish their own dataacumen and literacy. Creating IP and understanding around theimpacts, effects and opportunities that are present in this space…But,WE DON’T need BIG data capabilities per say. We need to beable to apply insights and analysis from partners, clients and pastlearnings into future campaigns and projects. But to have theseBIG DATA capabilities in house is nonsensical.
  40. 40. So what is theopportunity?That depends…
  41. 41. Strategy…Stronger Insights:Cultural anthropology, technological ethnography and a strong need fora more beta mentality.
  42. 42. It’s easierDone than said Ajaz Ahmed & Stefan Olander
  43. 43. Perceptive…
  44. 44. Ethnography…
  45. 45. Optimization…Data isn’t a dirty word?
  46. 46. Optimization…It is actually creatively liberating…
  47. 47. Data can bebeautiful…
  48. 48. Data can bebeautiful…
  49. 49. Data can bebeautiful…
  50. 50. In closing…Two routes; client & agencyBe consumer centricBe pragmatic – look at what you are alreadygenerating and how you can enhance and betterintegrate learningsBe creativeBe prepared to re-examineDon’t discount the power of observation inunderstanding data patternsIdentify projects and not just campaignsSee it as a liberating tool creatively© Copyright 2012 Holler Sydney. All Rights Reserved
  51. 51. In closing…© Copyright 2012 Holler Sydney. All Rights Reserved
  52. 52. In closing…
  53. 53. Questions…© Copyright 2012 Holler Sydney. All Rights Reserved
  54. 54. ThanksBarry MowszowskiCreative Strategy DirectorStarcom MediavestT +61 (0)2 8666 8072E barry.m@smvgroup.com.auChristian BartensFounder and DirectorDataliciousM +61 (0)423 051 166E cbartens@datalicious.comGual BarwellSenior Creative StrategistT 02 9469 5910M 0410 927 617E gual.barwell@hollersydney.com.au
  55. 55. HollerSuite 530 Boronia StEast Redfern, Sydney2016T 02 9469 5901M 0410 927 617www.hollersydney.com.auMore relevant work : http://vimeo.com/hollersydney/videos/© Copyright 2012 Holler Sydney. All Rights Reserved

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