Telling stories with data

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A talk I gave at IPA 2 last year, on how a little imagination can turn information into a powerful storytelling tool, helping you to inspire the teams you work with - and achieve greatness.

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Telling stories with data

  1. 1. TELLING STORIES WITH DATA © Karmarama 2014
  2. 2. DATA
  3. 3. FEAR NOT
  4. 4. SECRETIVE DULL COLD
  5. 5. WARM INSPIRING OPEN
  6. 6. USEFUL
  7. 7. INFORMATION IMAGINATION
  8. 8. WHY?
  9. 9. WHAT I’M GOING TO TALK ABOUT 1. Why data matters 2. Why we’ve never had things better - or worse 3. How quant can help you 4. Tools & tips
  10. 10. 1. WHY DATA MATTERS
  11. 11. CLIENT YOU
  12. 12. 2. WHY WE’VE NEVER HAD THINGS BETTER – OR WORSE
  13. 13. DIGITAL INFORMATION CREATED, CAPTURED, REPLICATED WORLDWIDE
  14. 14. 3,254
  15. 15. “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.”
  16. 16. 75% suffer from information overload Only 50% of their information is useful Analysis paralysis IDC,  Taming  Informa/on  Chaos,  2007  
  17. 17. Our job
  18. 18. We like to think we’re rational and verbal, but the truth is we’re emotional and visual Hill,  D.  (2007).    Closer  to  the  truth:  emo/onal  insight  and  market  research.  Admap,  issue  482    
  19. 19. THE TARGETS FOR OUR INFORMATION
  20. 20. “We don’t want to read information any more. We want to see it. Feel it.” – David McCandless, Information is Beautiful McCandless,  D.  (2008).    You  are  the  future.    Under  the  influence,  London.  Available  from:    hGp://www.irisna/on.com/ undertheinfluence/videohtml/dip_mcandless.html  [Accessed  23rd    June  2008]  
  21. 21. 3. HOW QUANT CAN HELP YOU
  22. 22. QUANT CONFIRMSQUAL EXPLORES
  23. 23. 1. Where are we now? 2. Where do we want to go? 4. Are we getting there? THE PLANNING CYCLE 3. How can we get there?
  24. 24. 1. Where are we now? 2. Where do we want to go? 4. Are we getting there? THE PLANNING CYCLE 3. How can we get there?
  25. 25. CONTEXT PROBLEM
  26. 26. SCALE OF CHALLENGE 0% 11% 2009 2% 2010 6% 2011 9% 2012 2013 Volume  share  targets  
  27. 27. 10%   24%   34%   32%   Us   Compe/tor  1   Compe/tor  2   Compe/tor  3   3%   97%   Us   New  category   COMPETITIVE THREAT
  28. 28. OVER 80% OF BRANDED CHEDDAR SOLD ON PROMOTION - KANTAR , SEPTEMBER 2012 CATEGORY ISSUES
  29. 29. Grocery shoppers purchase about 300-400 different items a year But 80% of the time they buy the same brands or variants hGp://anzmac.info/conference/2012/papers/182ANZMACFINAL.pdf   CUSTOMER CHALLENGES
  30. 30. 60% OF PEOPLE “WOULD NEVER DRIVE A SKODA” 1997  stat  from  It’s  a  Skoda,  Honest,  IPA  Effec/veness  Awards   2002  
  31. 31. 1. Where are we now? 2. Where do we want to go? 4. Are we getting there? THE PLANNING CYCLE 3. How can we get there?
  32. 32. GET ONE IN TEN CHARMIN CONSIDERERS TO BUY ONCE (45% OF LOST CHARMIN SHOPPERS) £10.2M REVENUE?
  33. 33. £2.5 BILLION REVENUE? GET EVERY SINGLE SHOPPER TO SPEND £1.14 MORE, EVERY SINGLE WEEK
  34. 34. 100% target 10% viewers who don’t listen to R1 NEW LISTENER TARGETS?
  35. 35. 17.4m All XXXX Buyers 12.7m Heavy XXXX Buyers 7.0m Non-XXXX Shoppers 5.2m C1C2DE 1.6M BULLSEYE BUYERSHeavy  XXXX  Non-­‐XXXX     Women  with  Children     and  C1C2DE   Source: GB TGI 2012 Q1 SAME PROFILE 2.5m EXISTING CUSTOMERS
  36. 36. SHOW THE OPPORTUNITY
  37. 37. 1 in 8 British men will get prostate cancer As many people die from it as breast cancer By 2030, it will be the most common cancer
  38. 38. 8 out of 10 British men drink beer Craft beer is in double digit growth, with golden ale +38% YOY No major UK charity beer brands US: Finnegans sells over 1m L/year, raising $100K+ for hunger charities It’s only sold in 4 states: a quarter of the population of the UK
  39. 39. 1. Where are we now? 2. Where do we want to go? 4. Are we getting there? THE PLANNING CYCLE 3. How can we get there?
  40. 40. WHAT WILL WORK?
  41. 41. AUDIENCE INSIGHT/ PROFILING
  42. 42. TRENDS Source:  IGD  Research,  April  2010   10   48   30   10   2   16   58   19   6   1   It's  more  cri/cal  than  ever   It's  a  long-­‐term  commitment,  regardless   of  the  economy   Emphasis  needs  to  change  towards   resource  efficiency   It's  on  the  back  burner   It  was  topical,  but  the  moment  has   passed   Share  of  respondents  (%)   “Which  statement  best  reflects  your  current  view  of   sustainability?”   2009   2008  
  43. 43. XMAS   VALENTINE’S   BANK  HOLIDAY   EASTER   HALLOWEEN   When are people most interested in movies? Searches  for  Movie  (UK)  shown  only,    for   clarity   TV  searches  follow  similar  paGern   BANK  HOLIDAY   BANK  HOLIDAY   BEHAVIOURS
  44. 44. INFLUENCES
  45. 45. 54%   56%   58%   60%   62%   64%   66%   68%   70%   72%   74%   Fame   Emo(onal   Involvement   Persuasion   Informa(on   Effec/veness  success  rate  of  communica/on  strategy,  IPA  Databant,  Marke/ng  in  the  Era  of  Accountability,  Field  &  Binet   COMMUNICATION STYLES
  46. 46. hGp://www.marke/ngweek.co.uk/news/comparethemarket-­‐most-­‐ liked-­‐tv-­‐ad-­‐of-­‐2012/4005229.ar/cle   Brand/Shares/Views   Summary   1.  Cravendale   Shares:  576,239,  Views:  5,714,461     Cats  with  thumbs  plot  to  take  over  the   world   2.  Dairy  Milk   Shares:  279,785,  Views:  9,599,943   Kids  with  dancing  eyebrows   3.  Yeo  Valley     Shares:  239,153,  Views:  2,251,833   Rapping  farmers   4.  Ballan/nes   Shares:  184,577,  Views:  2,836,129   First  ever  animated  taGoo   5.  Yeo  Valley   Shares:  124,833,  Views:  637,132   Farmers  spoof  Westlife     6.  Flora   Shares:  96,471,  Views:  898,919   People  limping  around,  the  day  aoer   the  marathon   7.  Jammie  Dodgers   Shares:  96,348,  Views:  938,656   Jammie  &  Toffee  Dodger  monkeys   fight  over  a  shopper   8.  Mini   Shares:  54,461,  Views:  1,775,431   Hundreds  of  minis  flow  through  the   streets   9.  The  Guardian     Shares:  51,399,  Views:  1,109,349   How  The  Guardian  would’ve  reported   the  3  LiGle  Pigs   10.  Lucozade     Shares:  47,402,  Views:  1,341,140   Rollerskate  dancing    music  video   hGp://mememachine.viralvideochart.com/blog/2012/6/3/the-­‐best-­‐of-­‐bri/sh-­‐ top-­‐10-­‐most-­‐shared-­‐ads-­‐for-­‐uk-­‐brands.html   Most shared UK ads 2012 Most liked UK ads 2012 CASE STUDIES
  47. 47. 1. Where are we now? 2. Where do we want to go? 4. Are we getting there? THE PLANNING CYCLE 3. How can we get there?
  48. 48. SYSTEMS WITH FEEDBACK TEND TO IMPROVE
  49. 49. MEASURING EFFECTIVENESS
  50. 50.     
  51. 51. 4. TOOLS & TIPS
  52. 52. ?
  53. 53. £££
  54. 54. FREE www.aqa. 63336.com (1st question)
  55. 55. DIFFERENT IN = DIFFERENT OUT
  56. 56. SUMMARY
  57. 57. TODAY 1. Why data matters 2. Why we’ve never had things better - or worse 3. How quant can help you 4. Tools & tips
  58. 58. CLIENT YOU
  59. 59. OUR JOB
  60. 60. 1. Where are we now? 2. Where do we want to go? 4. Are we getting there? THE PLANNING CYCLE 3. How can we get there?
  61. 61. DIFFERENT IN = DIFFERENT OUT
  62. 62. THANK YOU

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