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Matt sadler infomagination


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Presentation version of the paper "Data is our Future, Welcome to the Age of Infomagination" by Matt Sadler (full paper available here:

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Matt sadler infomagination

  1. 1. Data is our Future: Welcome to the Age of Infomagination
  2. 3. Secretive Dull Cold Warm Inspiring Open
  3. 4. The future Information Imagination SUCCESS
  4. 5. What I’m going to talk about <ul><li>Data, data everywhere </li></ul><ul><li>Consumers & data: from concern to control </li></ul><ul><li>Brands & data: understanding and overload </li></ul><ul><li>Data, creativity and possibility </li></ul>
  5. 6. Data, data, everywhere… 3254 Gray, R. (2008). How Big Brother watches your every move. The Sunday Telegraph.
  6. 7. And that’s only the beginning… 05/12/2008 17:32 Euro RSCG London RFID = Radio Frequency IDentification
  7. 8. Digital information created, captured, replicated worldwide Tenfold growth in five years
  9. 10. Consumers & data: from concern to control
  10. 11. Information consternation
  11. 12. Quid pro quo IIPS, 2008 It seems that the Millenials… are happy to trade information for relevance - Rob Norman, CEO Group M Interaction, 2006 Total personalisation will require total transparency… to share is to gain - Kevin Kelly, founder of Wired magazine, 2007 Base: 1, 011 UK adults
  12. 13. “ The greatest generation gap since rock & roll” - NY Magazine, 2007
  13. 14. Concern -> control -> power
  14. 15. Information is becoming democratised
  15. 16. Consumers: the new data analysts
  16. 17. Data that helps you understand you
  17. 18. Brands should help people explore their data
  18. 19. Summary: data power to the people <ul><li>Relevancy & personalisation X digitisation = a data powered future </li></ul><ul><li>Public concern can only slow progress - transparency & openness are key </li></ul><ul><li>Consumers will use data to manage their lives </li></ul><ul><li>Brands must learn to use data to their customers’ advantage, rather than their own </li></ul>
  19. 20. Brands & data: understanding and overload
  20. 21. “ There are only two sources of competitive advantage: the ability to learn more about our customers faster than the competition and the ability to turn that learning into action faster than the competition.”
  21. 22. Qual: insights & blind alleys “ People don’t say what they mean or mean what they say”
  22. 23. Data: beyond what people say, to what they do
  23. 24. Analysis breeds advantage
  24. 25. Quarterly mailings: 4m No. with identical vouchers: 2 Pieces of information/week: 5bn+ Taylor, J. (2005). Space race. John Wiley & Sons Ltd, Chichester Hayward, M. (2006). How to be a customer champion: turning insight into action. Market leader, issue 34. .
  25. 26. A simple principle Better data Better customer understanding Better service
  26. 27. Most marketers aren’t waving but drowning <ul><li>75% suffer from information overload </li></ul><ul><li>Only 50% of their information is useful </li></ul><ul><li>Analysis paralysis </li></ul>IDC, Taming Information Chaos, 2007
  27. 28. Clients need partners to surf the data wave
  28. 29. Comms networks must develop their technical skills
  29. 30. How are agencies feeling about the data revolution? Agree that reliance on data is increasing Agree that my employer is committed to training staff to use it Sadler, M. (2008). A two minute survey about data, August 2008. Based on employees at communications agencies in London [n = 122]. Conducted via
  30. 31. What do you dislike about data? It’s boring It’s cold It limits creativity Sadler, M. (2008). A two minute survey about data, August 2008. Based on employees at communications agencies in London [n = 122]. Conducted via
  31. 32. “ I don’t want academicians. I don’t want scientists. I don’t want people who do the right things. I want people who do inspiring things” - Bill Bernbach, 1947
  32. 33. Old enemies? Vs
  33. 34. The future X
  34. 36. New conversations
  35. 37. Digital eavesdropping
  36. 38. The power of feedback
  38. 40. Communication: more personal, relevant & context sensitive
  39. 41. New tools “ Brand culture will move away from the metaphorical and toward the useful” - R/GA CEO Bob Greenburg, 2006
  41. 43. Visual search
  42. 44. Nike+
  43. 45. Fiat ecodrive
  44. 46. New games
  45. 47. Remix your thinking Data Protection New data Campaigns with a set launch date & finite lifespan Data Liberation New ways of using existing data Tools with online infinity
  46. 48. As well as being useful, data can be beautiful
  47. 49. Painting with data
  48. 50. Analysis is the new storytelling
  49. 51. Most of our data is boring
  50. 52. Good communication
  51. 53. Chris Jordan, Seattle-based ‘artist’ Because statistics are so hard to connect with, we’re not going to find motivation from them... My idea… is to provide the visual. To give you the statistic in a different way that allows the viewer to experience the number more directly with their heart. Jordan, C. (2007). In: Pasulka, N. (2007). Running the numbers. The morning news, July 23rd. Available from: [Accessed June 18th 2008]
  52. 54. Two million plastic beverage bottles, the number used in the US every five minutes
  53. 55. 11,000 jet trails, equal to the number of commercial flights in the US every eight hours
  54. 56. One million plastic cups, the number used on airline flights in the US every six hours
  55. 57. <ul><li>We like to think we’re rational and verbal, but the truth is we’re emotional and visual </li></ul>Hill, D. (2007). Closer to the truth: emotional insight and market research. Admap, issue 482
  56. 58. The targets for our information
  57. 59. David McCandless, author We don’t want to read information any more. We want to see it. Feel it. McCandless, D. (2008). You are the future. Under the influence, London. Available from: [Accessed 23rd June 2008]
  58. 60. Human nature is driving data visual
  59. 61. The best visualisations turn data into a story
  60. 62. Or even a joke…
  61. 63. Word clouds reveal themes hidden in text Tag cloud from Shakespeare’s Sonnets
  62. 64. Word clouds of McCain & Obama’s acceptance speeches. Source: Make your own word clouds at
  63. 65. Jonathan Harris touches the humanity beneath our information “ Really, the data is just part of the story. The human stuff is the main stuff, the data should enrich it.”
  64. 66. Evaluative data is crying out for an overhaul Wise, L. (2008). Marketing dashboards. Dashboard Insight [online]. Available from: [Accessed August 16th 2008] Euro RSCG London (2008). Mock up Carling evaluation storybook . Commissioned by Matt Sadler.
  65. 67. Not a scorecard but a storybook
  66. 68. Hans Rosling (2007), Professor of International Health at the Karolinska Institute in Sweden Few people will appreciate the music if I just show them the notes. Most of us need to listen to the music to understand how beautiful it is. But often it’s how we present statistics: we just show the notes and don’t play the music Rosling, H. (2007). Unveiling the beauty of statistics. OECD World Forum, Istanbul. Available from: [Accessed August 14th 2008]
  67. 69. Summary
  69. 71. Consumers: data power to the people
  70. 72. Brands & data: understanding and overload
  71. 73. New partnerships & new capabilities needed
  72. 75. Data makes conversations more creative
  73. 76. Data liberation – make tools, create partnerships
  74. 77. Dramatic production techniques
  75. 78. New storytelling tools
  76. 79. The future Information Imagination SUCCESS