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Big data and creativity in marketing strategy
The document discusses how data has become highly relevant in today's digital world. It notes that the average person generates a massive amount of data daily through emails, searches, social media posts, and other online activities. The document then examines how companies are utilizing customer data to personalize marketing and tailor unique experiences for individuals based on their interests and preferences gleaned from their digital behaviors and transactions. It also looks at some of the challenges companies face in effectively managing large datasets and keeping pace with rapidly growing amounts of customer data.
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Big data and creativity in marketing strategy
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- 11. .................................................................................................................................................................................................. Data is forgeeks Data restricts creative thinking Data = numbers
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- 13. .................................................................................................................................................................................................. “The mass oftransactional and behavioural data that each of us creates as we use the internet, travel with location- aware mobile devices, make purchases with payment cards and loyalty cards online, and communicate our activities, goals and preferences through social media.” - Guardian, Oct 2013
- 14. .................................................................................................................................................................................................. A DAY INTHE LIFE OF YOUR DATA` 204 million emails 2 million Google searches 684,000 bits of content shared on Facebook More than 100,000 tweets Upload 48 hours of YouTube content According to the UK card association, in 2013: • Debit cards were used to make 8.4 billion purchases in the UK (£378 billion) • Credit and charge cards were used to make 2.3 billion purchases (£142 billion)
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- 16. .................................................................................................................................................................................................. YOUR DATA CANEVEN GIVE AWAY YOUR HAIR COLOUR L’Oreal uses in-image ad platform, GumGum, to insert digital ads for their hair colour products into photos of women with the corresponding hair colour
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- 20. .................................................................................................................................................................................................. 90% of thedata in the world today has been created in the last two years alone IBM
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- 22. .................................................................................................................................................................................................. ORGANISATIONS ARE STRUGGLINGTO KEEP UP 70% of marketers feel ill-equipped to handle “big data” challenges GfK and Guardian Media Network report 2013
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- 25. .................................................................................................................................................................................................. THEY’RE TAILORING THEIRPRODUCT TO YOU Graze released a custom box in response to customer feedback that showed they wanted more control over what goes into their box. Netflix asks you to rate shows/films so it can provide you with a personalised home screen of recommendations
- 26. .................................................................................................................................................................................................. THEY’RE CREATING EXPERIENCESTHAT ARE AS UNIQUE AS YOU ARE Selfridges Beauty – Fragrance Lab
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- 37. .................................................................................................................................................................................................. TO PAY FORPRODUCTS… An auction site where you don’t bid your money, you bid the number of kilometres you’ve run
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- 39. .................................................................................................................................................................................................. WHAT DATA AREPEOPLE WILLING TO SHARE? % of UK millennials who would share the following data with brands: • Location data – 58% • Email address – 68% • Face scan – 54% • Profile info – 55% - SDL survey - PWC “The speed of life: Consumer intelligence series”
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- 41. .................................................................................................................................................................................................. AN INSIDE LEGMEASUREMENT IS FINE FOR SOME… The Chapar provides you with your own personal stylist who sends you a selection of clothes in a trunk. Those you want to keep you pay for, those you don’t they come to collect.
- 42. .................................................................................................................................................................................................. AND OTHERS AREHAPPY TO SHARE THEIR TIME OF THE MONTH These 3 US brands want to change the way you experience your period.
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- 44. .................................................................................................................................................................................................. IT’S IMPORTANT PEOPLEKNOW WHAT THEY’RE GIVING THEIR DATA FOR Transparency in online tracking and data collection has a substantial impact on consumer opinion, with a large majority (84%) of UK consumers now having a more favourable opinion of companies who are honest about online data collection Toluna survey An SDL study of millenials in US, UK, Germany, the Netherlands, Norway and Australia revealed: • 44% will provide their data to a company they trust • 35% in the UK are willing to provide more data to businesses if it means they won’t have to waste time with irrelevant offers However… Although the majority of consumers have a favourable opinion of brands that are seen to be honest about online data collection, few can actually give a specific example of such a brand. Toluna survey
- 45. .................................................................................................................................................................................................. BRANDS ARE LISTENING Channel4 has been honest with their audience in terms of what they going to use the data for when you sign up to 4oD, including using it for advertisement targeting. Their point was that it will enable them to make more programmes that their customers will enjoy. The result? They actually had an increase in sign-ups. http://www.theguardian.com/media/2013/oct/07/big-data-marketing-dream-or-dilemma
- 46. .................................................................................................................................................................................................. HOWEVER, THE MAJORITYSTILL HAVE CONCERNS Almost three in five (60%) UK consumers reporting they are more worried about their online privacy than they used to be, a significant increase from 45% in 2012 Where from???
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- 51. .................................................................................................................................................................................................. We can alluse data Data aides creative thinking Data isn’t just about numbers
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Editor's Notes
- #20 http://www.sdl.com/aboutus/news/pressreleases/2014/new-sdl-study-shows-millennials-are-56-percent-more-likely-to-discover-marketing-content-on-social-networks-than-via-search-engines-or-email.html