1) The document discusses how brands can better utilize big data by taking a more human approach that combines data with creativity.
2) It argues that separating data and creative development limits their ability to influence each other, and that data visualization can inspire creative ideas.
3) The document advocates for approaches like "data jacking," "data narrating," and "data fueling" that start with inspiration from data insights rather than just optimizing at the end of the process.
The document discusses how creative industry leaders are responding to the rise of big data. It argues that poets and creatives should embrace big data rather than see it as a threat. When big data is combined with human interpretation and creativity, it can provide valuable insights into consumer behavior and inspiration for new ideas. The document advocates treating data as a raw material for creativity, using it to fuel innovative and human-centered approaches.
How Generation Y Could Tip the Invisible Hand of the Luxury MarketplaceCarolineMiller01
In both the U.S and around the world, Generation Y is a growing, fast-moving force in luxury brand marketing. Mistakenly considered an age-based monolith, and often the subject of facile behavioral profiling, it is the most complex consumer group to have ever entered the luxury market. Tethered to hand-held technology and captured by ‘the cloud’, it is easily surveyed but difficult to segment using classical marketing constructs. Luxury brands that fail to reach and react to Generation Y do so at their own business peril. The premise of this work is that in its own unique ways, Generation Y is subject to the effects of three (3) trans-generational determinants of luxury consumerism: first, psychological susceptibility – the brain’s deep-seated buying impulses; second, shared values – learned behaviors tied to unavoidable life exposures; and third, financial capacity – rate-limiting income and wealth life cycles. These shared determinants are conserved across all generations, but are expressed to different degrees in the luxury buying activities of each generation. A detailed survey instrument inclusive of these 3 determinants will be developed and validated as a tool to behaviorally define the penetration of these determinants in Generation Y luxury marketing sub-segments.
The hero and the outlaw: a discussion of archetypesedward boches
The document discusses archetypes and how they relate to branding. It identifies 12 common archetypes - Creator, Caregiver, Ruler, etc. - that resonate with people based on fundamental human stories. Effective brands identify which archetype(s) represent their "soul" and use them to craft meaningful brand stories that influence consumer behavior and preference. The role of advertising is to tell these brand stories truthfully to resonate with customers. An example is provided of how Mercedes-Benz uses their philosophy of being "the best or nothing" in advertising for the new S-Class.
While it’s easy to explain how Coca-Cola has become a brand after 100 years of marketing, it’s inexplicable how brands like Starbucks or Google have become brands in a fraction of that time, even without advertising. Why? And, why do we care about some products and services, but not about others? Patrick Hanlon, international branding expert and founder of strategic brand innovation firm Thinktopia®, explains how brands are belief systems that attract others who share your beliefs. Those who believe, belong and feel they are members of a grand (and often global) community. Primal Branding was published 2006 and anticipated social communities. It is listed as one of Top 10 books on branding. The construct is not only descriptive, it is prescriptive and outlines how you can create a community—whether they are consumers, co-workers, citizens, advocates, or just your best customers—that prefers you above all others. This unique and revelatory method (it's been heralded as "not the same old branding B.S.") has been used by Fortune 100 companies all over the world, to create communities of consumer zealots as well as a method for designing mission-driven organizational culture. Enjoy.
Start Me Over® is a methodology to help men and women change careers, and how to change your life (this version is specifically to help military personnel reintegrate into the civilian world). Using the construct of belief systems that create community, this method helps men and women understand the core structure of society so they can transition from military to civilian life more quickly and knowingly. This is change from the inside out, it answers the question how do I change, and reveals the dynamics of personal branding and what happens inside a change. Non-military friends, family, employers, counselors, law enforcement, care facilities and others will also gain a better understanding of the struggles of transition from military to civilian life--as well as how to change your own life.
From Working Across Generations to Liquid Leadership to Daring Lead, everyone in the nonprofit and corporate communities is talking about to harness and build multi-generational leadership. With four generations in the work place today it can be a challenge to learn and implement strategies that will get the most out of each generation to reach your organizational goals and serve your mission. Luckily, there are resources available that explain the characteristics of each generation, what motivates them, and strategies that leverage the best leadership qualities no matter the age. Join us for Nonprofit Leadership Across Generations to learn practical ways to build up current leaders in your organization and prepare the path to new leadership.
In the Smart Planet scenario, people are optimistic that human ingenuity and technology can solve major issues like climate change. The story follows Nigel, a 32-year-old IT designer who is not overly concerned about problems because science and innovation have always found solutions. He believes in re-engineering systems with clean tech and works remotely. Successful brands in this future harness technology to offer intelligently designed, sustainable products and services. They are driven by both science and design to solve problems in an environmentally friendly way.
Your logo is not your brand. Your website is not your brand. You don't have to be a major corporation to become a brand. These are all myths that must be displaced for you (and your company) to succeed. Your brand is the community of fans and advocates that surrounds you. Brand activator Patrick Hanlon unleashes his evolutionary new concept on brands and branding that anyone can manage.
The document discusses how creative industry leaders are responding to the rise of big data. It argues that poets and creatives should embrace big data rather than see it as a threat. When big data is combined with human interpretation and creativity, it can provide valuable insights into consumer behavior and inspiration for new ideas. The document advocates treating data as a raw material for creativity, using it to fuel innovative and human-centered approaches.
How Generation Y Could Tip the Invisible Hand of the Luxury MarketplaceCarolineMiller01
In both the U.S and around the world, Generation Y is a growing, fast-moving force in luxury brand marketing. Mistakenly considered an age-based monolith, and often the subject of facile behavioral profiling, it is the most complex consumer group to have ever entered the luxury market. Tethered to hand-held technology and captured by ‘the cloud’, it is easily surveyed but difficult to segment using classical marketing constructs. Luxury brands that fail to reach and react to Generation Y do so at their own business peril. The premise of this work is that in its own unique ways, Generation Y is subject to the effects of three (3) trans-generational determinants of luxury consumerism: first, psychological susceptibility – the brain’s deep-seated buying impulses; second, shared values – learned behaviors tied to unavoidable life exposures; and third, financial capacity – rate-limiting income and wealth life cycles. These shared determinants are conserved across all generations, but are expressed to different degrees in the luxury buying activities of each generation. A detailed survey instrument inclusive of these 3 determinants will be developed and validated as a tool to behaviorally define the penetration of these determinants in Generation Y luxury marketing sub-segments.
The hero and the outlaw: a discussion of archetypesedward boches
The document discusses archetypes and how they relate to branding. It identifies 12 common archetypes - Creator, Caregiver, Ruler, etc. - that resonate with people based on fundamental human stories. Effective brands identify which archetype(s) represent their "soul" and use them to craft meaningful brand stories that influence consumer behavior and preference. The role of advertising is to tell these brand stories truthfully to resonate with customers. An example is provided of how Mercedes-Benz uses their philosophy of being "the best or nothing" in advertising for the new S-Class.
While it’s easy to explain how Coca-Cola has become a brand after 100 years of marketing, it’s inexplicable how brands like Starbucks or Google have become brands in a fraction of that time, even without advertising. Why? And, why do we care about some products and services, but not about others? Patrick Hanlon, international branding expert and founder of strategic brand innovation firm Thinktopia®, explains how brands are belief systems that attract others who share your beliefs. Those who believe, belong and feel they are members of a grand (and often global) community. Primal Branding was published 2006 and anticipated social communities. It is listed as one of Top 10 books on branding. The construct is not only descriptive, it is prescriptive and outlines how you can create a community—whether they are consumers, co-workers, citizens, advocates, or just your best customers—that prefers you above all others. This unique and revelatory method (it's been heralded as "not the same old branding B.S.") has been used by Fortune 100 companies all over the world, to create communities of consumer zealots as well as a method for designing mission-driven organizational culture. Enjoy.
Start Me Over® is a methodology to help men and women change careers, and how to change your life (this version is specifically to help military personnel reintegrate into the civilian world). Using the construct of belief systems that create community, this method helps men and women understand the core structure of society so they can transition from military to civilian life more quickly and knowingly. This is change from the inside out, it answers the question how do I change, and reveals the dynamics of personal branding and what happens inside a change. Non-military friends, family, employers, counselors, law enforcement, care facilities and others will also gain a better understanding of the struggles of transition from military to civilian life--as well as how to change your own life.
From Working Across Generations to Liquid Leadership to Daring Lead, everyone in the nonprofit and corporate communities is talking about to harness and build multi-generational leadership. With four generations in the work place today it can be a challenge to learn and implement strategies that will get the most out of each generation to reach your organizational goals and serve your mission. Luckily, there are resources available that explain the characteristics of each generation, what motivates them, and strategies that leverage the best leadership qualities no matter the age. Join us for Nonprofit Leadership Across Generations to learn practical ways to build up current leaders in your organization and prepare the path to new leadership.
In the Smart Planet scenario, people are optimistic that human ingenuity and technology can solve major issues like climate change. The story follows Nigel, a 32-year-old IT designer who is not overly concerned about problems because science and innovation have always found solutions. He believes in re-engineering systems with clean tech and works remotely. Successful brands in this future harness technology to offer intelligently designed, sustainable products and services. They are driven by both science and design to solve problems in an environmentally friendly way.
Your logo is not your brand. Your website is not your brand. You don't have to be a major corporation to become a brand. These are all myths that must be displaced for you (and your company) to succeed. Your brand is the community of fans and advocates that surrounds you. Brand activator Patrick Hanlon unleashes his evolutionary new concept on brands and branding that anyone can manage.
POETS AND QUANTS: HOW BRAND PEOPLE CAN LEARN TO LOVE BIG DATATom Morton
Big data is shifting the balance of power between the creative 'poets' of the communications industry and the more analytical 'quants'. Yet there is still a big role for creative minded people in a Big Data world. A lateral, humanistic view on Big Data yields better, more insightful truths, and data can be fuel for creative development. Here's how.
Brand building in a digital world (Intro to Digital for Grads)David Carr
This document discusses brand building in a digital world. It begins by noting that technology is defined differently by generations and that the world is now digital for most people under 22. It then asks how brands should approach brand building in this digital world. It discusses the importance of manifesting a brand's inherent behaviors to achieve measurable marketing goals like increasing sales or brand share. It also discusses the importance of engagement and defines engagement as creating windows of enhanced attention to influence behaviors and motivations. The document then discusses various considerations for digital planning, including understanding people, channels, and experiences. It emphasizes putting people before technology and the importance of participation that is actually useful and relevant to people. In summary, the document provides guidance on how brands can build
The big stuff from SXSWi 2013 by iris worldwideTim Clarke
Back from the Future II attempts to summarize key insights from SXSW 2013. The festival was noisier and more overwhelming than previous years, with many interactive exhibits and long lines. However, some fascinating insights were uncovered, focusing on how physical goods can enhance digital experiences by tapping into human emotions. New technologies are also emerging that use the human body as an interface, from programmable clothing to medical devices embedded under the skin. Overall, the document highlights trends of blending the digital and physical worlds to create more seamless and meaningful experiences for people.
Coś zupełnie offline: badania etnograficzne są kluczem do skutecznego zaangaż...Future Processing
The document discusses the importance of engagement and ethnography for understanding customer behavior. It states that engagement results from an exchange between brands and users, but to successfully engage people, one must identify their motivations and triggers beyond just digital interactions. Ethnography is presented as a tool to provide context behind customer data by gaining insights into people's experiences and behaviors. Conducting ethnographic research requires structure, employing methods like interviews and observations to develop compelling stories and uncover surprising insights that can help connect business opportunities to customer relevance.
Presentation from Infopresse Creativity and Web Strategy Conference in Montreal.
See it live here (Click more for the full link):
http://heehawmarketing.typepad.com/hee_haw_marketing/2011/12/working-with-uncertainty.html
Using Wealth Dynamics profiling to get your work and life into flow. Create more success with less effort by learning which game is naturally easier for you. Gina Lazenby gave a talk to the Inspired Entrepreneur community in October 2010, London, as part of the launch of her new book 'The Wealth Garden - Catching Butterflies without a Net".
http://tiny.cc/GinasLatestBook
This document discusses companies that are changing the world through disruption and innovation. It describes how "Gamechangers" think differently by having ambitious visions and finding new opportunities in the market. They fuse digital and physical aspects and focus on building inspiring brands. The document promotes a book and workshops about businesses that are ready to change the world. It explores various industries and regions to highlight companies that are shaking up their fields.
Location is an important factor that can be used to enhance experiences. It includes elements like physical place, proximity to others, time of day, surrounding context, and digital data about a person's movements. Experiences should celebrate location rather than view it as an obstacle. The most effective experiences consider multiple aspects of location and how they interact. The goal should be to create purposeful experiences that people will want to be a part of.
1. Idealisti conducted an ethnographic study of teenage groups in Prague, Budapest, Warsaw, and Bucharest to understand how Snickers could become more of an iconic brand for teens in Central and Eastern Europe.
2. Rather than traditional focus groups, Idealisti observed teens in their natural environments like homes, schools, and social activities to gain real-life insights into their worlds, needs, and motivations.
3. The insights from the study were used to help Mars create branded communications for Snickers that positioned it as a part of teen culture in the region beyond just an energy bar.
2012 will be make or break for many businesses.
Has business survival ever been more dependent on knowing how consumers will react in the future?
This detailed analysis highlights the four key strategies consumers will deploy in 2012.
Consumer 'End Games' come to the fore in times of uncertainty, where having a survival strategy matters.
The Smartest Brains in Business: 2010 and BeyondSmarta .com
The document discusses opportunities for entrepreneurs in 2010 according to 30 smart business leaders. It highlights that many see the biggest opportunities arising from technology trends like cloud computing, social media, and the continued rise of mobile. Successful companies of the next decade will be smaller, more agile, socially responsible, and environmentally conscious. They will leverage crowd-funding and operate in a more transparent, collaborative way. Overall, the contributors believe entrepreneurs have many untapped opportunities and that the landscape strongly favors those who can think big and move quickly.
The Smartest Brains in Business: 2010 and BeyondDaniel Meade
The document discusses opportunities for entrepreneurs in 2010 according to 30 smart business minds. They see the biggest opportunities arising from diminishing technology costs, social media/mobile, and crowd-funding. Successful future companies will be smaller and more agile, harnessing social media and the power of the crowd. They will think big but start small and move fast. Green tech and mobile apps also present opportunities. The most disruptive companies of the next decade will understand their role in the ecosystem and leverage "ecosystem economics".
1) The document discusses engaging people in workplace change and the importance of considering cultural patterns when leading change.
2) It highlights that culture is transmitted through early life experiences and effective leadership must consider the unique emotional imprints of Australian culture.
3) Several key elements are identified as important for engaging Australians in change, including recognizing individual identity, honoring past contributions, providing a meaningful vision of change linked to a social purpose, establishing structure and safety nets, and taking a "captain-coach" leadership approach.
This document discusses how social media has evolved and how it can be used authentically by organizations. It notes that social media is about people connecting with each other, not technology. It provides examples of how universities are using social media through blogs, social networks, private communities, video, podcasting, and RSS feeds. The document emphasizes that social media efforts should focus on facilitating discussion and participation rather than traditional one-way marketing messages.
The Great Recession has changed consumer attitudes and behaviors. Most consumers report not feeling better about their economic situation and are not spending more on discretionary items. As a result, consumers are engaging in more frugal behaviors like staying home for vacations, sharing items with others, declaring bankruptcy, eating at home more, and using store brands and coupons. Marketers have been put on notice that they need to show more empathy for consumers who no longer see themselves as "walking wallets." Even luxury brands are adapting by offering more affordable options. The document argues that to understand today's "Sovereign Consumer," marketers need to consider a wide range of cultural, environmental, technological and other factors that influence consumer behavior
Visible Wireless: Grass Roots Branding and Media PlanningMediaPost
Visible Wireless, a retail brand of Verizon, doubled down on social channels to find and cultivate communities that wanted an alternative telecom model. And in turn those communities have informed everything about how the brand grew – from product development even to media planning. What does a grass roots media strategy look like?
MediaPost Data & Programmatic Insider Summit - Survey ResultsMediaPost
This document lists sponsors for an event including a title sponsor and presenting sponsors but provides no other context or information about the sponsors, event, or what is being sponsored. It repeats lists of "TITLE SPONSOR", "PRESENTING SPONSORS", and "SPONSORS" but with no distinguishing details between the lists.
POETS AND QUANTS: HOW BRAND PEOPLE CAN LEARN TO LOVE BIG DATATom Morton
Big data is shifting the balance of power between the creative 'poets' of the communications industry and the more analytical 'quants'. Yet there is still a big role for creative minded people in a Big Data world. A lateral, humanistic view on Big Data yields better, more insightful truths, and data can be fuel for creative development. Here's how.
Brand building in a digital world (Intro to Digital for Grads)David Carr
This document discusses brand building in a digital world. It begins by noting that technology is defined differently by generations and that the world is now digital for most people under 22. It then asks how brands should approach brand building in this digital world. It discusses the importance of manifesting a brand's inherent behaviors to achieve measurable marketing goals like increasing sales or brand share. It also discusses the importance of engagement and defines engagement as creating windows of enhanced attention to influence behaviors and motivations. The document then discusses various considerations for digital planning, including understanding people, channels, and experiences. It emphasizes putting people before technology and the importance of participation that is actually useful and relevant to people. In summary, the document provides guidance on how brands can build
The big stuff from SXSWi 2013 by iris worldwideTim Clarke
Back from the Future II attempts to summarize key insights from SXSW 2013. The festival was noisier and more overwhelming than previous years, with many interactive exhibits and long lines. However, some fascinating insights were uncovered, focusing on how physical goods can enhance digital experiences by tapping into human emotions. New technologies are also emerging that use the human body as an interface, from programmable clothing to medical devices embedded under the skin. Overall, the document highlights trends of blending the digital and physical worlds to create more seamless and meaningful experiences for people.
Coś zupełnie offline: badania etnograficzne są kluczem do skutecznego zaangaż...Future Processing
The document discusses the importance of engagement and ethnography for understanding customer behavior. It states that engagement results from an exchange between brands and users, but to successfully engage people, one must identify their motivations and triggers beyond just digital interactions. Ethnography is presented as a tool to provide context behind customer data by gaining insights into people's experiences and behaviors. Conducting ethnographic research requires structure, employing methods like interviews and observations to develop compelling stories and uncover surprising insights that can help connect business opportunities to customer relevance.
Presentation from Infopresse Creativity and Web Strategy Conference in Montreal.
See it live here (Click more for the full link):
http://heehawmarketing.typepad.com/hee_haw_marketing/2011/12/working-with-uncertainty.html
Using Wealth Dynamics profiling to get your work and life into flow. Create more success with less effort by learning which game is naturally easier for you. Gina Lazenby gave a talk to the Inspired Entrepreneur community in October 2010, London, as part of the launch of her new book 'The Wealth Garden - Catching Butterflies without a Net".
http://tiny.cc/GinasLatestBook
This document discusses companies that are changing the world through disruption and innovation. It describes how "Gamechangers" think differently by having ambitious visions and finding new opportunities in the market. They fuse digital and physical aspects and focus on building inspiring brands. The document promotes a book and workshops about businesses that are ready to change the world. It explores various industries and regions to highlight companies that are shaking up their fields.
Location is an important factor that can be used to enhance experiences. It includes elements like physical place, proximity to others, time of day, surrounding context, and digital data about a person's movements. Experiences should celebrate location rather than view it as an obstacle. The most effective experiences consider multiple aspects of location and how they interact. The goal should be to create purposeful experiences that people will want to be a part of.
1. Idealisti conducted an ethnographic study of teenage groups in Prague, Budapest, Warsaw, and Bucharest to understand how Snickers could become more of an iconic brand for teens in Central and Eastern Europe.
2. Rather than traditional focus groups, Idealisti observed teens in their natural environments like homes, schools, and social activities to gain real-life insights into their worlds, needs, and motivations.
3. The insights from the study were used to help Mars create branded communications for Snickers that positioned it as a part of teen culture in the region beyond just an energy bar.
2012 will be make or break for many businesses.
Has business survival ever been more dependent on knowing how consumers will react in the future?
This detailed analysis highlights the four key strategies consumers will deploy in 2012.
Consumer 'End Games' come to the fore in times of uncertainty, where having a survival strategy matters.
The Smartest Brains in Business: 2010 and BeyondSmarta .com
The document discusses opportunities for entrepreneurs in 2010 according to 30 smart business leaders. It highlights that many see the biggest opportunities arising from technology trends like cloud computing, social media, and the continued rise of mobile. Successful companies of the next decade will be smaller, more agile, socially responsible, and environmentally conscious. They will leverage crowd-funding and operate in a more transparent, collaborative way. Overall, the contributors believe entrepreneurs have many untapped opportunities and that the landscape strongly favors those who can think big and move quickly.
The Smartest Brains in Business: 2010 and BeyondDaniel Meade
The document discusses opportunities for entrepreneurs in 2010 according to 30 smart business minds. They see the biggest opportunities arising from diminishing technology costs, social media/mobile, and crowd-funding. Successful future companies will be smaller and more agile, harnessing social media and the power of the crowd. They will think big but start small and move fast. Green tech and mobile apps also present opportunities. The most disruptive companies of the next decade will understand their role in the ecosystem and leverage "ecosystem economics".
1) The document discusses engaging people in workplace change and the importance of considering cultural patterns when leading change.
2) It highlights that culture is transmitted through early life experiences and effective leadership must consider the unique emotional imprints of Australian culture.
3) Several key elements are identified as important for engaging Australians in change, including recognizing individual identity, honoring past contributions, providing a meaningful vision of change linked to a social purpose, establishing structure and safety nets, and taking a "captain-coach" leadership approach.
This document discusses how social media has evolved and how it can be used authentically by organizations. It notes that social media is about people connecting with each other, not technology. It provides examples of how universities are using social media through blogs, social networks, private communities, video, podcasting, and RSS feeds. The document emphasizes that social media efforts should focus on facilitating discussion and participation rather than traditional one-way marketing messages.
The Great Recession has changed consumer attitudes and behaviors. Most consumers report not feeling better about their economic situation and are not spending more on discretionary items. As a result, consumers are engaging in more frugal behaviors like staying home for vacations, sharing items with others, declaring bankruptcy, eating at home more, and using store brands and coupons. Marketers have been put on notice that they need to show more empathy for consumers who no longer see themselves as "walking wallets." Even luxury brands are adapting by offering more affordable options. The document argues that to understand today's "Sovereign Consumer," marketers need to consider a wide range of cultural, environmental, technological and other factors that influence consumer behavior
Visible Wireless: Grass Roots Branding and Media PlanningMediaPost
Visible Wireless, a retail brand of Verizon, doubled down on social channels to find and cultivate communities that wanted an alternative telecom model. And in turn those communities have informed everything about how the brand grew – from product development even to media planning. What does a grass roots media strategy look like?
MediaPost Data & Programmatic Insider Summit - Survey ResultsMediaPost
This document lists sponsors for an event including a title sponsor and presenting sponsors but provides no other context or information about the sponsors, event, or what is being sponsored. It repeats lists of "TITLE SPONSOR", "PRESENTING SPONSORS", and "SPONSORS" but with no distinguishing details between the lists.
Looking back on the migration to real-time programmatic from traditional media direct sales and ad network models, one can see parallels in the evolution of connected tv media buys today. However, there are powerful voices and a complicit media machine swimming against the current of change in how television content is valued, bought and sold. Are recurring programmatic inventory buying & selling patterns that preceded CTV likely to repeat themselves?
First-Party Data Takes The Cake In A Post-Cookie WorldMediaPost
Shopper behavior has been disrupted and now, more than ever, consumers are in the driver’s seat. As third-party cookies go away and data privacy regulations increase, consumer trust is paramount and should be earned through value exchange. Discover how the power of Kroger Precision Marketing’s first party data and advanced targeting capabilities has changed the media advertising ecosystem by holding media accountable for driving real business outcomes.
Real-time buying for real-time events: Leveraging Programmatic TV for Live Ev...MediaPost
Be memorable in the streaming space and learn how to best leverage real-time events on Live OTT with highly engaged, leaned forward audiences no matter your budget. Hear from one of the largest vMVPDs the value of executing live events programmatically and bring your strategy to the next level.
The Right Audience for the Job: Cadillac’s First Party Data Engine MediaPost
The Cadillac brand has been designing a new model (for consumer data, that is), which is aerodynamically suited to the next generation of information highway. It is powered by a single point of truth first party data engine that makes the company’s use of third party data more accurate and efficient and even finds new affinity audiences that work within a people-based marketing framework. Let’s take a test drive with Cadillac CRM, Audience and Personalization Manager Kate Wonsul.
Sustained Innovation Through Creativity, Technology & DataMediaPost
Avocados From Mexico has built one of the most successful digital practices in the industry in terms of both creativity and performance. Ivonne Kinser, AFM's head of digital marketing & ecommerce, will share the brand's approach to combine creativity, technology and data to develop stronger customer relationships that significantly increased the performance of their campaigns.
Search and Performance Insider Summit - Survey ResultsMediaPost
This document lists different levels of sponsorship for an event, including premier sponsor, title sponsor, sponsors, and presenting sponsor. It repeats these sponsorship levels multiple times.
Consumers demand privacy and digital marketing is evolving. Advertisers need a future-proof targeting solution that doesn't rely on third-party cookies or mobile identifiers. Hyper-relevant contextual targeting is a privacy-safe solution that goes beyond the keyword or category level to offer unparalleled relevance and reach in brand suitable environments, which means you can reach your target buyers at the moment they're most likely to engage - without cookies.
There's a lot of uncertainty and concern around the upcoming changes restricting 3rd party cookie based targeting. Marketers are scurrying to pivot against these changes with very little concrete guidance on what parameters will be in place.
The acceleration of streaming this past year has made video even more critical to a brand's growth strategy. Lexmark’s director of marketing operations, Mike Dattilo, shares how he’s successfully targeting SMB users to expand their audience, brand awareness and increase conversions through performance video.
This document lists the title sponsor and sponsors of an event four separate times without providing any other context or information. It repeats the title of "Title Sponsor" and "Sponsors" on each new line but does not include the names of any sponsors or other details about the event.
When Less is More: Building a Successful Advertising Business from a Subscrip...MediaPost
Lisa Ryan Howard is the Senior Vice President of Advertising at The New York Times. She discusses how the elimination of third-party cookies will impact digital advertising and outlines the key areas advertisers should focus on going forward, including understanding audience context, motivation, and propensity through analyzing topics, sections, emotions, objectives and history with the New York Times rather than relying on third-party data. She concludes by thanking the audience and looking forward to partnering with advertisers in 2022 and beyond.
What Do First Party Data and Golf Have In Common? MediaPost
As it turns out, two major strategies. Join Omeda leaders Tony Napoleone, VP Client Experience, and James Capo, COO, to discuss market changes and the two winning strategies you need with your audience data.
Turning Customers Into Fans: Church’s New Social Media PlaybookMediaPost
As social platforms fragment, brands need to remain flexible in their paid and organic strategies. Church’s Chicken reimagined its social media playbook for changed times. Alan Magee explains how they sought to encourage more than engagement but engender true brand fan love. With campaigns that broke through the clutter Church’s is growing its social footprint and engagement in ways that serve the core business and not just Follows and Likes.
Restaurant Customer Engagement: The Path to PersonalizationMediaPost
Driven by necessity and rising customer expectations, the digital transformation of restaurants is well underway. Your customers now engage with you through multiple channels across various devices, yet still expect you to seamlessly deliver highly personalized experiences. Join us to learn how restaurants can orchestrate these personalized customer journeys at scale.
Delivery & Streaming, the Ultimate Experience with RokuMediaPost
Dig into the secular shift to streaming. Join Jeff Katz, Head of Sales in the Central Region at Roku, as he shares 3 key updates for QSR Marketers from America’s #1 TV Streaming Platform:
- Foursquare QSR Insights
- Roku Platform Updates
- Beta Measurement Opportunity
Brand licensing is more than an incremental revenue opportunity for QSRs. It is a branding play that can have multiple benefits for branding, sales and even expansion. Using Cinnabon as an example, Focus explores how putting its legendary buns on grocery shelves and into pizza orders.
Three Tips to Maximize Creative Asset EfficiencyMediaPost
Advertising campaigns for quick service restaurants are a constant. You’re never NOT trying to get feet in the door. In an effort for brands and franchisees to meet audiences wherever they are with exciting promotions, marketers need to create exponential amounts of content, quickly. But quickly doesn't always mean efficiently. Join this session to learn three ways to get the most out of your ad creative and maximize the value of your assets.
The QSR Media Dispersion: Pre, Mid & Post Pandemic – By the NumbersMediaPost
The QSR media mix’s future was pulled forward by three years in April 2020. This was a necessary change and one that has helped the strong survive and grow. In this session, Senior Director of Sales for Simpli.fi, Casey Squier will review foot traffic trends, both nationally and locally, and the shift in ad spend across mobile, display, video, and CTV. He will also discuss a case study with a national QSR who did it right and is thriving in a post-Covid world.
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
The Evolution and Impact of OTT Platforms: A Deep Dive into the Future of Ent...ABHILASH DUTTA
This presentation provides a thorough examination of Over-the-Top (OTT) platforms, focusing on their development and substantial influence on the entertainment industry, with a particular emphasis on the Indian market.We begin with an introduction to OTT platforms, defining them as streaming services that deliver content directly over the internet, bypassing traditional broadcast channels. These platforms offer a variety of content, including movies, TV shows, and original productions, allowing users to access content on-demand across multiple devices.The historical context covers the early days of streaming, starting with Netflix's inception in 1997 as a DVD rental service and its transition to streaming in 2007. The presentation also highlights India's television journey, from the launch of Doordarshan in 1959 to the introduction of Direct-to-Home (DTH) satellite television in 2000, which expanded viewing choices and set the stage for the rise of OTT platforms like Big Flix, Ditto TV, Sony LIV, Hotstar, and Netflix. The business models of OTT platforms are explored in detail. Subscription Video on Demand (SVOD) models, exemplified by Netflix and Amazon Prime Video, offer unlimited content access for a monthly fee. Transactional Video on Demand (TVOD) models, like iTunes and Sky Box Office, allow users to pay for individual pieces of content. Advertising-Based Video on Demand (AVOD) models, such as YouTube and Facebook Watch, provide free content supported by advertisements. Hybrid models combine elements of SVOD and AVOD, offering flexibility to cater to diverse audience preferences.
Content acquisition strategies are also discussed, highlighting the dual approach of purchasing broadcasting rights for existing films and TV shows and investing in original content production. This section underscores the importance of a robust content library in attracting and retaining subscribers.The presentation addresses the challenges faced by OTT platforms, including the unpredictability of content acquisition and audience preferences. It emphasizes the difficulty of balancing content investment with returns in a competitive market, the high costs associated with marketing, and the need for continuous innovation and adaptation to stay relevant.
The impact of OTT platforms on the Bollywood film industry is significant. The competition for viewers has led to a decrease in cinema ticket sales, affecting the revenue of Bollywood films that traditionally rely on theatrical releases. Additionally, OTT platforms now pay less for film rights due to the uncertain success of films in cinemas.
Looking ahead, the future of OTT in India appears promising. The market is expected to grow by 20% annually, reaching a value of ₹1200 billion by the end of the decade. The increasing availability of affordable smartphones and internet access will drive this growth, making OTT platforms a primary source of entertainment for many viewers.
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0915 omma data tom morton
1. 22nd February 2012
POETS AND QUANTS
HOW BRAND PEOPLE CAN LEARN TO LOVE BIG
DATA
To m Mo rt on, chi ef st rat egy offic e r, E uro RSC G N Y
@ T O M M O R T O N @ E U R O R S C G N Y
4. "Like CEOs, you told us that market
and technology factors are the
two most powerful external forces
affecting your organization today.
The four biggest challenges
you identified were
the explosion of data,
social media, the proliferation of
channels and
devices, shifting consumer
demographics.”
7. “Everyone is coming to the same place, trying to
find the sweet spot between tech, creative and
data.
"The largest brands in the world were getting
incomplete solutions from their myriad vendors.
Clients, in my view, are finding it more credible to
reach into marketing from technology rather than
the other way around.”
Glen Hartman & Brian Whipple, Accenture Interactive
8. “The Old Spice campaign was a wildly
expensive manual execution.
When you ask, „How do you do that
at scale on an ongoing basis?' the
room gets quiet.”
Glen Hartman, Accenture Interactive
9. Les Binet Gareth Kay Sarita Bhatt
european director chief strategy officer MD, digital planning
DDB Matrix Goodby Silverstein Euro RSCG NY
William Charnock Paul Matheson Marc Blanchard
chief strategy officer chief strategy officer creative director
RG/A New York BBDO North America Euro RSCG 4D
Jess Greenwood Suzanne Powers Matt Blasco
US editor global strategy officer MD, analytics
Contagious Magazine Crispin, Porter + Bogusky Euro RSCG NY
Richard Huntington Rory Sutherland Richard Notarianni
chief strategy officer former president executive director
Saatchi & Saatchi UK IPA Euro RSCG NY
BIG QUAL
12. “This is a wholly artificial division that if we don't
stop is going to get out of control.
It will be a disaster for strategic planning in
particular:
allowing some planners to exempt themselves from
the data they can't be bothered to investigate,
and allowing other people to think that they are a
strategist though they haven't a brand strategy or
creative bone in their body.”
Richard Huntington, Saatchi & Saatchi
13. ONCE UPON A TIME, POETS AND
QUANTS LIVED IN HARMONY
14. "The account planner is that
member of the agency's team
who is the expert at working with
information and getting it used -
not just marketing research but all
the information available to help
solve the client's advertising
problems.”
Stanley Pollitt
15. THE MORE THE INDUSTRY
SEPARATES DATA FROM
CREATIVE DEVELOPMENT
THE LESS OPPORTUNITY
THEY HAVE TO
INFLUENCE EACH OTHER
25. SPOTTING THE
SHARED TRAJECTORY
THEY’RE PURSUING THEIR GENERATION’S DISTINCT VERSION OF “THE GOOD LIFE”
THEY’RE ALL DOING WELL AND LOOKING FOR RECOGNITION AND REWARD
Rising Young Singles Established Gen X Super Elites Booming Boomers Active Seniors
Families Drive new cars
Rely on mobile Expensive toys (sail Like driving luxury autos
technology Pay “anything” for tech boats, jet and buying antiques Strive to keep things
they want ski, kayak, water simple and stay
Eat junk food but Active, fit, in-motion
ski, snowboard,) healthy
prefer gourmet Active, fit, playful
Power boats, golf and Understand and value
Super fit, high energy
Buy same stuff as Buy stuff they see in gardens the idea of duty
sports-people
celebrities shows and movies
Like to look Dress conservatively
Are the people you see in
Like to make unique Like to stand out in a conservative and look and read the fine print
movies
fashion statements crowd for style that stood test
Can’t say no to their
Like to do yoga and of time kids
Love shopping in new Love shopping for
weight train
stores clothes Financially secure, time Good at managing
Everything they wear is vs. Money their money
Getting to top of their Money is the symbol of
best quality
careers success
Crave recognition of their
success
39. A CHANCE TO TAKE PART IN “THE TRANSFORMATION ECONOMY”
40. “Journalists need to treat data as a
character in one of their news stories.
Data‟s just a source. You need to knock
on the door and ask the data if it has a
story to tell.”
Aron Pilhofer, New York Times
Thank you. I’m delighted to be here. I’m honoured to be the opening speaker at this prestigious event.
And I’m doubly delighted to be here as a relative outsider. I’m not an outsider because I’m a Brit. You guys are familiar enough with the on stage crankiness of Piers Morgan and Simon Cowell and Ricky Gervais, and I’m not going to add to that. I’m a relative outsider because I’m a Poet. My bona fides:I’m an advertising planner by training. Today I’m chief strategist for Euro RSCG, one of the world’s top ten ad agency networks. I work across advertising, healthcare and pure play digital Now we work on data-drive businesses every dayWe have a superb analytics unitand we have IBM as a flagship client But on a cosmic scale I’m probably in with the Poets rather than the Quants. I’m a Poet in an industry and a world where the Quants are increasingly setting the agenda. You know the stats.
In 2010, people created 800 billion gigabtyes of information. That’s a Macbook Air (which I think is probably the ad industry’s standard unit of measurement) of data for every person on the planet. By 2020 it will be 50 times that amount. McKinsey thinks the US workforce needs an extra 1.5 million data literate managers just to cope with that volume of data.
IBM’s annual CMO survey suggested that the biggest issue facing marketing leaders is the explosion of data. "Like CEOs, you told us that market and technology factors are the two most powerful external forces affecting your organization today. The four biggest challenges you identified were the explosion of data, social media, the proliferation of channels and devices, and shifting consumer demographics.” So it’s a Quant’s world. And advertising is becoming a Quants’ industry.
Last month Ad Age reported how Deloitte and Accenture had entered the marketing services business. I’ll quote from the article
"Everyone is coming to the same place, trying to find the sweet spot between tech, creative and data,” "The largest brands in the world were getting incomplete solutions from their myriad vendors. "Clients, in my view, are finding it more credible to reach into marketing from technology" rather than the other way around. They’re running campaigns for Proctor and Gamble. Now the sheer size of their machinery and the sheer power of that promise could really shift the balance of power.
And when you hear Accenture’s Glen Hartmann says this: "The Old Spice campaign was a wildly expensive manual execution. When you ask, "How do you do that at scale on an ongoing basis?' the room gets quiet." It kind of feels like the moment in Independence Day when the giant spacecraft appears above the White House. Today, big data could be muscling brand people out. That’s a game changer Scalability requires technology investments that the creative industries haven’t been used to making before. It needs a troop of math, comp sci and economics majors, the kind of people who haven’t had the creative industry on their radar before
And I wanted to understand just how the creative industry was responding to the rise of big data. I spoke to many of the creative industries leading practitioners. Big data, meet Big Qual People working everywhere from the biggest advertising agencies to the biggest digital agencies; from people working directly with data to creatives working with the consequences. What unites them, poets, quants, poets turned quants, is excitement about the possibility of big data. So what I have for you is some wisdom and insight from across the industry. The personal opinions and the hang-ups are, of course, mine.
What comes out of the conversation is this. There’s still a place for poets in Big Data I’m here to tell my fellow Poets to get involved. I’m here as a relative outsider, appealing to be an insider.I’m here to suggest that the rise of Big Data creates a whole new set of opportunities for the Poets of the industry And I’m here to suggest, respectfully, to my Quant cousins, that Big Data will fulfil even more of its promise to grow businesses and improve the quality of people’s lives if we apply a Poet’s approach to it.
The first message
The worst reaction is to opt out This is a wholly artificial division that if we don't stop is going to get out of control.It will be a disaster for strategic planning in particular, allowing some planners to exempt themselves from the data they can't be bothered to investigate and allow other people to think that they are a strategist though they haven't a brand strategy or creative bone in their body. Dangerous to divide the world in to people who do & don’t get data. It would be a dumb, self-defeating reaction. The business has left the station, taking the income and moving the center of gravity with it. It would also be self-defeating to lose a brand builder’s sensibility from the increasingly data-driven industry of marketing. People need to be captivated and understood as well as targeted. Brands deserve a voice as well as a price. This remarkable business could evolve in to something uglier if the poets of the industry don’t have the good sense to get involved.
It doesn’t have to be like this. And it wasn’t always like this. In many corners of the world, bridging brand and creativity and data was a central role in creative businesses.
This quote is from Stanley Pollitt, the founder of the discipline of planning at what is now the London office of DDB. Back in the 70s they used to advertise at the Oxford and Cambridge University careers fairs looking for: “Numerate graduates with an interest in human psychology.” The same agency recently instigated a data literacy test for potential strategic planning recruits. Interestingly they found that the people who did best in the test also did best in the free-flowing, creative-led interview process.
The industry has accidentally separated what should be two sister disciplines. The end of full service creative and media agencies took a ton of audience and campaign performance data out of the creative agencies and put them at arm’s length. And the rise of mechanical IPSOS and Link tests tainted the idea of consumer data, because it fixated on claimed, lab-condition data rather than what real people were doing out in the real world. It separated the data from the creation of the idea and left it to mark the idea instead. It’s time to bring it all back together. I think there are four big reasons why the Poets of our industry should and will love Big Data.
Many creative people have seen the rise of Big Data in terms of Data visualization: it’s been very fashionable in the past couple of years.
The creative industry adoption cycle Jess Greenwood from Contagious Magazine joked that there’s an adoption cycle in the industry. Someone does a TED talk on a subject (in this case David McCandless)Someone (Russell Davies) writes a provocative post about itSomeone makes it work at a cool agency in SwedenThen the industry thinks it gets it That’s certainly the case for Data Vis
That’s one way for the Poets to respond – if you can’t beat it, make a fun visual meme out of it…It’s a beautiful and fresh response, but it barely touches on the potential of big data. Our ambition should be higher than better graphs.
Big data is telling us the truth about how brands grow. And it’s what the Poets believed all along. Big behavioural data is telling us the truth about how brands grow.
I want to call out Professor Byron Sharp here. He’s an Australian academic who has been looking at immense volumes of consumer panel data from categories and countries around the world. He’s amassed enough data points to observe some universal truths abut how brands grow. And here’s the prize. The truth turns out to be a lot closer to the broad, emotional view of the Poets than the mechanical levers that some marketers believed they could pull. It turns out that people don’t see the particular rational differences and reasons to believe that are meant to distinguish brands. It turns out that brand growth and share growth are all down to penetration That most promotions target existing users and fail to grow the brand That audiences decode communications from brands in a low involvement way, where emotion and tapping in to people’s memories is the most effective approach. Big data is confirming many of the truths that the Poets of the industry held to. This will be just the beginning. The more we mine big data, the more truths we’ll see about how people buy brands – what’s a human truth versus what’s a marketer’s myth. This will be incredibly liberating for the Poets of the industry.
We all know that data only achieves its potential when we begin to interpret it. And a lateral, more human interpretation of that big data leads to more insightful answers about human behavior. Seeing it through a Poet’s eyes helps. Let me share an example of this from my own company.
Recently we’ve been working on the promotion of Atlantic City as a visitor destination. And as with all brands, we were trying to identify the most promising audiences for Atlantic City. So we built a composite audience of site visitors to every AC casino. What Mosaic demographics were going here? And was this a different audience from the demos of the rival resorts? Data showed that while six similar demographics made up the majority of Foxwood and Mohegan Sun visitors, it took ten diverse demographics to make up the majority of AC visitors It’s already a lateral, off-menu choice to build these composite audiences.
Then we looked for unifying factors. And a purely mechanical look at the data would have concluded that these ten groups were very different by taste and behavior. Then we sent the analysts down to AC for the night. The verdict? Good time groups rubbing shoulders with each other: Tiesto fans and James Blunt fans, next to dressed up bachelorette parties and three generation dinner parties.
The same data showed that the audiences were all on the same trajectory, all in pursuit of their age and income’s version of a straightforward, materialistic good time. That would have been two weeks of focus groups, and a Hail Mary pass of a debrief. With enough behavioural data, and an imaginative, empathetic analyst, it’s a day’s work with robust proof. A Poet’s eye on the problem solves for that problem differently.
The humanities graduate, the ‘poet’ has a natural role here, if She can be bothered to take it. And it’s the people at the sharp end of the data business who are most passionate about this. William Charnock from RG/A is passionate about this: “If only it were as simple as the big data pundits make it. "Just look at the data and the answers will be apparent.” There speaks the person who has never looked at data over time and in detail. They are simply talking about data rather than actually working with data.”
Les Binet who leads DDB’s econometrics unit and is a board member of Wharton’s future of advertising group contiues the charge.Data in itself is pretty useless. It's how you analyse, interpret and act on it that matters. Technology allows us to collect a lot more data now, but I think a lot of what passes for analysis these days is actually pretty crude, both in terms of mathematical sophistication and in terms of human insight. Analysis of response rates is often no more sophisticated mathematically than the stuff Claude Hopkins was doing in the early 1920s. This is partly because it's all so new, and we're still struggling to make sense of it all. But there's also a human resource issue. Good analysis of marketing data requires some pretty sophisticated mathematical skills AND a good understanding of people. Most of the good mathematicians are siphoned off by the world of finance these days, and good mathematicians who also understand consumers as people are very rare indeed. That's why some data-driven thinking seems crude, simplistic and intuitively wrong. It's not the data that's the problem. It's the analysis.That’s the gap for the Poets of the industry to fill There are more immediate creative possibilities from Big Data.
So, just as we generate data by travelling our little paths through the internet, the ways in which we move in real life are generating data.
Every time you pay for something, go somewhere, text from somewhere, check-in somewhere… you're generating data. And that presents all sorts of interesting opportunities to create platforms that manage that data in real time, and apply a layer of creativity to it in order to actually contribute something to the end user other than an ad campaign. Which is why creative people should care about data.
Not just cool data visualizationAlthough this is coolThis is something Wieden and Kennedy created from the data fields of Nike Plus running appWhen Londoners aren’t drinking tea or rioting in the streets…
For example, Simple is a new bank. The mission statement is to create 'a bank that doesn't suck' (tough call, but interesting idea). The CEO of Simple was musing a while back that every time you use your credit card for a transaction, you generate 120 fields of information. What time it was, where you were, what cashier you bought from, whether you got cash back, what else you bought your items with….tons of it. And yet somehow, the only field that your bank gives a damn about is whether or not you have the money to pay for the items you want. The Simple guys are looking for creative ways to utilise those 119 other fields in order to help build a banking experience that caters meaningfully to the individual, and therefore doesn't suck.
Creative output generates data. As we develop digital products and services we are also creating data. Data is not a byproduct of our creative activities; it is core to them.If our creative product is interesting to people and engages them, we get more, better data. If we design our creative in different ways, we get different data The best new example of this is Nike Fuel.Nike fuel band is also a great example of a product that RGA created for Nike - their first product for them - that introduces a new metric/currency (fuel) which is gets the category away from 'calories' to a new measure of energy in and out.It's probably the most interesting because it is so obviously a data centric product but it also puts Nike in the thought leadership position about the data metric that matters.
The Buddy app monitors the mental health of people suffering from depression. Text a number from one to five when it asks how you’re feeling. If it’s one, support is on its way.
It actually reframes brands. The logical conclusion is that all brands become technology brands that happen to specialize in a particular service. Nike becomes a tech brand that makes you active; P&G becomes a tech brand that makes live easier for moms. This is the kind of big picture opportunity that Poets love. And the more the Poets get involved, the bigger shift we should see in the role of Big Data in the communications industry.
From optimizing at the end of the process To inspiring at the beginning of he process. Breaking the ‘service bureau’ mentality and putting data experts at the heart of developing creative ideas. Moving them, as we do at Euro New York, right in to the creative department of the agency. I’d like to finish on three new practices that I’d like to see from the Poets of the industry.
Data jacking Creative use of data, leading to more inspiration at the beginning of the development process The deliberate mis-use of the behavioral, transactional, social and attitudinal data surrounding today's brands. Coming up with radical insights despite having big gaps in conventional intelligence. It will involve applying deep rigor and discipline to highly speculative leaps of faith.
Data narrating You can’t simply let big data do the talking without some kind of intelligent psychological model to work with. I want to see the Poets putting themselves forward for this role. I want to see Accenture sticking people with a real human psychology sensibility at the top of that analytical pyramid.
Data fuelling I want to see data offered upfront as raw material to all creatives. Here’s the data we have about our customers, here are the data fields we collect, now what could you create from them? There’s a real promise for creative people here. In recent years the industry has realized how the most powerful creative ideas are useful or interesting, not just entertaining. Now we’ve got a chance to create what Jess Greenwood of Contagious called The Transformation Economy: creating data-driven engagements that can make people smarter, happier, healthier when they spend time with them.
There’s a real promise for creative people here. In recent years the industry has realized how the most powerful creative ideas are useful or interesting, not just entertaining. Now we’ve got a chance to create what Jess Greenwood of Contagious called The Transformation Economy: creating data-driven engagements that can make people smarter, happier, healthier when they spend time with them.
We’re beginning to see all of this happen. And everywhere it happens, it’s positive. We can see it happening in politics and in news, where writers are seeing Big Data as an empowering new source. This is AronPilhofer, the interactive news editor of the Times. “Journalists need to treat data as a character in one of their news stories. Data’s just a source. You need to knock on the door and ask the data if it has a story to tell.” He’s actually teaching a course in this at Columbia Journalism School. Now it’s time for the strategists, the creative directors and the ad men to ask the same question. Knock on the door and ask the data if it has a story to tell.
The poets of the industry need to take the same human, lateral, pirate attitude to big data that they took to psychology in the nineteen sixties when they developed qualitative research. Not only will it keep the Poets in the game, it will create something new and better for the entire business. Thank you.