One of the most essential tools in every marketers kit is an Avatar, a Persona, or customer profile, often a fictional composite character designed to help us craft messages to our potential audiences, These Avatars are often based on limited customer data and sometimes anecdotal evidence. With the growth of the data collection industry there is so much real data at our fingertips and if we can integrate data into our own ideas of an Avatar we can create a real life Persona and dramatically increase our chances of talking to them at the right place, right time and with the right message. Trawling through big data to find and integrate this persona information is a huge task, one that I've spent the last 4 years undertaking. This presentation looks at weaknesses of Avatars and how to address these by utilising big data and how big data can be used to inform marketing strategy on both a brand awareness level and for special one off promotions, building on your own knowledge with the help of some of the biggest data collectors in the world.

1. Jacinta Outlaw
DIGITAL STRATEGY DIRECTOR
THE FIFTH ELEMENT
SYDNEY, AUSTRALIA ~ AUGUST 28 - 29, 2019
DIGIMARCONAUSTRALIA.COM | #DigiMarConAustralia
DIGIMARCONNEWZEALAND.CO.NZ | #DigiMarConNZ
Avatars, Personas
& Big Data
KEYNOTE

2. PERSONA’s
FROM AVERAGE TO CAUSALITY
Jacinta Outlaw
Behavioural Economist
The Fifth Element

3. AVERAGE CUSTOMER
We have leant on data that collates our current customer data, drives it
through a matrix that derives an average of all of the information.
 Average = A point between two extremes
 Based significant business decisions information gathered about the businesses
average customer
 Built products based on average customer behaviour
 Strategic planning based on average customer projection
THE POINT BETWEEN TWO EXTREMES DOESN’T EXIST

4. CAUSALITY
What if we could understand what causes our customers to become aware of
the problem our product.
 What causes them to purchase
 What causes them to select our product over others
 What causes them to google search a specific term
 What causes them to isolate specific products over others
 What causes them to go to a live concert or museum
WHAT CAUSES THEM TO WAKE UP EVERY DAY

5. ANSWER

7. ABS data
Market
research
companies
Roy Morgan
Neilsen
Mosaic
Vals Australia
Customer
research
Gut feel
Identified
need based on
product
Community
profile
Current
customer
data
User
interviews
Customer
feedback
Gut feel

8. Gap between real and assumption

16. HOW CAN YOU USE M.A.S.I.E
 WEBSITE – CONTENT + data driven SEO
 DIRECTORIES – GEOLCATION + messages tailored for geographical location
 EMAIL/COMMUNICATIONS - KEY MESSAGES + tone and motivation based EDM
 MARKETING PLAN – STRATEGY + Micro segmentation strategies
 TECHNOLOGY …… + adoption by segment
 PEOPLE – ATTRACTION + motivations, work values, desires, adoption,
communication
 SOCIAL MEDIA – CUSTOM AUDIENCE – When, where, values, motives, what,
timing, content tone………
7 PILLARS OF DIGITAL TRANSFORMATION

17. RATE YOUR BUSINESSES TRANSFORMATION STAGE

18. www.thefifthelement.me