This document discusses how big data and storytelling can scale together. It argues that combining large datasets with the ability to listen to customer stories and have personalized conversations allows companies to tell stories that resonate at a large scale. By bringing together creative, editorial, and data analytics teams, companies can use big data to identify which stories to tell to different customer segments through their decision journey and advocate for the brand.
13. "...they used their
databases to tell stories.
Or, more to the point, their
databases and models
were used so that
Americans could tell
stories to each other."
Felix Salmon http://goo.gl/GxfMp
14. “Joined-up data that
enables you to
understand which
stories to tell to who,
and how and when
they should be told.
That's the future of
marketing, right
there.”
Neil Perkin http://goo.gl/B6Mah
19. Customer decision
journey
Consider
Bond
Advocate Evaluate
Enjoy
Buy
Mckinsey & Co’s Consumer Decision Journey Model Model first published Harvard Business Review
20.
21. 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