A look at the evolution in complexity of marketing due to the proliferation of digital touchpoints and technologies used to manage them, pointing toward the digital transformation of the marketing discipline
A look at what's needed to build digital ecosystems which go beyond building basic user needs into building the brand through distinctiveness and creativity
What's Next: The Next Frontier in Automotive Industry Ogilvy Consulting
Between homes and offices most of us spend large amounts of time commuting but a growing awareness of transportation’s ecological impact has triggered a shift towards public and shared transport. Automobiles continue to play a significant role in society, but one that is changing. The entire automotive industry is witnessing massive disruption throughout the value chain.
Digital technology in particular is proving the lever that is shifting the gears of transformation and driving ever more innovative customer experiences. In this session we will understand the major trends driving the automotive industry and how creating and being a part of a pivotal ecosystem experience, is critical for shared success.
Digital is resonating in every client conversations; its becoming a business imperative for transformation and value accretion . Here's a snapshot of 2017 Digital trends emanating from multiple client conversations across industries and provide a go forward view for what's coming up in 2017 for enterprises keen on being digital.
A look at the evolution in complexity of marketing due to the proliferation of digital touchpoints and technologies used to manage them, pointing toward the digital transformation of the marketing discipline
A look at what's needed to build digital ecosystems which go beyond building basic user needs into building the brand through distinctiveness and creativity
What's Next: The Next Frontier in Automotive Industry Ogilvy Consulting
Between homes and offices most of us spend large amounts of time commuting but a growing awareness of transportation’s ecological impact has triggered a shift towards public and shared transport. Automobiles continue to play a significant role in society, but one that is changing. The entire automotive industry is witnessing massive disruption throughout the value chain.
Digital technology in particular is proving the lever that is shifting the gears of transformation and driving ever more innovative customer experiences. In this session we will understand the major trends driving the automotive industry and how creating and being a part of a pivotal ecosystem experience, is critical for shared success.
Digital is resonating in every client conversations; its becoming a business imperative for transformation and value accretion . Here's a snapshot of 2017 Digital trends emanating from multiple client conversations across industries and provide a go forward view for what's coming up in 2017 for enterprises keen on being digital.
The CPG Digital Revolution: Moving from Analog to Digital Operating Modelaccenture
The digital revolution is blurring the boundaries between consumers, stores and brands and forcing consumer packaged goods (CPG) companies to rethink their digital operating model. Accenture identified six ways CPG companies can prosper. View our infographic for more info: http://www.accenture.com/redefineCPGdigital
Driven by the dual forces of globalization and convergence, the exponential explosion of technology in the last 10 years has created a pace of change we’ve never seen before. With many technologies’ “15 minutes” burning bright but fizzling quickly, it can be challenging for brands to determine where to place their bets to drive their businesses forward.To h e l p m a r k e t e r s m a k e s m a r t e r, better bets, we’ve distilled the complexity and general chaos of the CES show floors into 11 key categories that have broken through this year. We’ve then plotted these on a matrix to lay out each technology’s potential to move your business. Our proprietary methodology takes into account the tech’s inherent riskiness, readiness to go to market, potential business impact, and other considerations. The resulting DentsuAegis Tech Matrix is a helicopter view of where we advise marketers to make their technology and innovation investments over the next 12 months.From VR, to AI, to Drones and more, we’re excited about the potential for brands to find meaningful transformation through the groundbreaking technology first seen each year at CES.
The Democratization of Local Commerce | Steven JacobsStreet Fight
The structural dynamics of the physical marketplace, the stuff that goes on underneath the waterline, is poised for transformation. As the web works its way into the daily lives of buyers and sellers, those systems will become widely accessible and relatively undifferentiated — or democratized.
Travel Planning 2020: The Journey Toward Market ProsperityCognizant
By harnessing Code Halo thinking, travel and hospitality companies can transform their business models by offering an automated and customized trip planning experience, ushering in a new era for the travel industry.
eMarketer Webinar: Key Digital Trends for 2011eMarketer
Join eMarketer Principal Analysts Noah Elkin, Debra Aho Williamson and David Hallerman to learn about key digital trends for 2011 in this eMarketer webinar.
See PDF for our Q4 2014 Digital Media and Internet market update - an overview on M&A transactions, relevant public equities, and key investments in the space through the Horizon Partners lens.
We take a long-term approach to building relationships. If you'd like to discuss your business or the industry with our team, please reach us at contact@horizonpartners.com"
Savannah Adams (Speaker) Designer, Formidable
Joe Alterio (Speaker) Creative Director, Formidable
UX patterns have been in heavy use for ten years now, but they possess a tactical and interaction focus that sometimes limits their value in a holistic view of how to design a good total User Experience, not just a good User Interaction. Formidable’s design practice is based on the belief that everyone, including users, are at their best when they have what they need. When asked to help a large multinational food corporation develop interaction model tests around a new way to deliver products, Formidable knew interaction-model based pattern testing wasn’t enough. The problem was multi-channel, multi-device, and introduced entirely new paradigms to a customer base. Our session explores our model for eliciting emotions in user testing through narrative and play-based techniques, resulting in better, more specific data for building user products. How could we cut to the heart of what customers actually want, and how could we reliably predict how customers would react? Join us to find out how our model worked and how it can amplify user interaction testing on the whole.
What's Next: Social Commerce - from transaction to truly socialOgilvy Consulting
Social is the most important contributor to e-commerce and a social commerce strategy should definitely be more than paid ads on social. Social, Messaging and E-Commerce platforms are all evolving to connect more deeply social interactions to commerce. Looking through the super rich Asia landscape what are all the different types of Social Commerce? How brands can develop, evolve their approach and capitalise on the real value of social.
OOH is on the cusp of a new evolution: how it’s
planned, bought and it’s interaction with people.
Mixing all of these ingredients together moves OOH
into an unseen and largely untested realm – meaning
many of our pre-existing rules, recommendations and
benchmarks will be re-examined. Read about our predictions for 2017.
The CPG Digital Revolution: Moving from Analog to Digital Operating Modelaccenture
The digital revolution is blurring the boundaries between consumers, stores and brands and forcing consumer packaged goods (CPG) companies to rethink their digital operating model. Accenture identified six ways CPG companies can prosper. View our infographic for more info: http://www.accenture.com/redefineCPGdigital
Driven by the dual forces of globalization and convergence, the exponential explosion of technology in the last 10 years has created a pace of change we’ve never seen before. With many technologies’ “15 minutes” burning bright but fizzling quickly, it can be challenging for brands to determine where to place their bets to drive their businesses forward.To h e l p m a r k e t e r s m a k e s m a r t e r, better bets, we’ve distilled the complexity and general chaos of the CES show floors into 11 key categories that have broken through this year. We’ve then plotted these on a matrix to lay out each technology’s potential to move your business. Our proprietary methodology takes into account the tech’s inherent riskiness, readiness to go to market, potential business impact, and other considerations. The resulting DentsuAegis Tech Matrix is a helicopter view of where we advise marketers to make their technology and innovation investments over the next 12 months.From VR, to AI, to Drones and more, we’re excited about the potential for brands to find meaningful transformation through the groundbreaking technology first seen each year at CES.
The Democratization of Local Commerce | Steven JacobsStreet Fight
The structural dynamics of the physical marketplace, the stuff that goes on underneath the waterline, is poised for transformation. As the web works its way into the daily lives of buyers and sellers, those systems will become widely accessible and relatively undifferentiated — or democratized.
Travel Planning 2020: The Journey Toward Market ProsperityCognizant
By harnessing Code Halo thinking, travel and hospitality companies can transform their business models by offering an automated and customized trip planning experience, ushering in a new era for the travel industry.
eMarketer Webinar: Key Digital Trends for 2011eMarketer
Join eMarketer Principal Analysts Noah Elkin, Debra Aho Williamson and David Hallerman to learn about key digital trends for 2011 in this eMarketer webinar.
See PDF for our Q4 2014 Digital Media and Internet market update - an overview on M&A transactions, relevant public equities, and key investments in the space through the Horizon Partners lens.
We take a long-term approach to building relationships. If you'd like to discuss your business or the industry with our team, please reach us at contact@horizonpartners.com"
Savannah Adams (Speaker) Designer, Formidable
Joe Alterio (Speaker) Creative Director, Formidable
UX patterns have been in heavy use for ten years now, but they possess a tactical and interaction focus that sometimes limits their value in a holistic view of how to design a good total User Experience, not just a good User Interaction. Formidable’s design practice is based on the belief that everyone, including users, are at their best when they have what they need. When asked to help a large multinational food corporation develop interaction model tests around a new way to deliver products, Formidable knew interaction-model based pattern testing wasn’t enough. The problem was multi-channel, multi-device, and introduced entirely new paradigms to a customer base. Our session explores our model for eliciting emotions in user testing through narrative and play-based techniques, resulting in better, more specific data for building user products. How could we cut to the heart of what customers actually want, and how could we reliably predict how customers would react? Join us to find out how our model worked and how it can amplify user interaction testing on the whole.
What's Next: Social Commerce - from transaction to truly socialOgilvy Consulting
Social is the most important contributor to e-commerce and a social commerce strategy should definitely be more than paid ads on social. Social, Messaging and E-Commerce platforms are all evolving to connect more deeply social interactions to commerce. Looking through the super rich Asia landscape what are all the different types of Social Commerce? How brands can develop, evolve their approach and capitalise on the real value of social.
OOH is on the cusp of a new evolution: how it’s
planned, bought and it’s interaction with people.
Mixing all of these ingredients together moves OOH
into an unseen and largely untested realm – meaning
many of our pre-existing rules, recommendations and
benchmarks will be re-examined. Read about our predictions for 2017.
G2 Crowd is a platform that lets businesses search for, compare reviews, price and buy software and other IT services — it likes to refer to itself as the “Amazon of business software”. It has raised $100 million in growth funding to date, and will begin to chip away at the business of companies like Gartner, IDC and Forrester.
Scalable B2C lead generation is what we do. Every client we work with has different objectives. However, acquiring quality sales leads within affordable CPL’s and being able to accurately track conversions come as standard.
We have access to countless lead sources throughout the world and we know what works and doesn’t work!
At Progressive Sales we generate quality leads on a daily basis where numbers can be relied on each day. We are proud of the fact that the majority of agencies and brokers we work with refers to us as one of their preferred suppliers.
Global Business Challenge& Digital StrategyEthan McCarty
A few slides I have presented with the co-author of this presentation, Ben Edwards at IBM internal events. Nothing super secret in here, of course: it's meant to help IBM executives who are not necessarily all that interested in communications and marketing programs understand the link between IBMers' participation in digital social activities and the business results we are planning to deliver to shareholders by 2015.
According to Gartner, each year businesses see 1/5th of their marketing budgets go to waste due to inaccurate data and reporting that leads to ineffective marketing decisions and under-performing campaigns. In this presentation, we will guide you through a proven and efficient process that standardizes the tracking and measurement of marketing campaigns. By eliminating siloes, boosting productivity, and addressing existing and future data accuracy challenges, this approach ensures reliable insights that drive informed decisions and deliver higher marketing return on investment (ROI).
According to Gartner, each year businesses see 1/5th of their marketing budgets go to waste due to inaccurate data and reporting that leads to ineffective marketing decisions and under-performing campaigns. In this presentation, we will guide you through a proven and efficient process that standardizes the tracking and measurement of marketing campaigns. By eliminating siloes, boosting productivity, and addressing existing and future data accuracy challenges, this approach ensures reliable insights that drive informed decisions and deliver higher marketing return on investment (ROI).
Create the engagement your customer wants and the outcomes your business needs. We had this published behind an email wall, but now making it public for everyone.
GZ Consulting Market Insights Newsletter sampleMichael Levy
Sample Market Insights Newsletter from January 31, 2016. Topics include Cloud Earnings, Zoominfo Website Redesign, Data Science & Competitive Advantage, Owler Adopts PermID, Mattermark company profiles, PitchBook Series B, and Executive Changes.
Market Insights is a weekly newsletter published by GZ Consulting covering Sales Intelligence, Data Hygiene, DaaS, and Predictive Analytics.
3 real world examples of how big data analytics is being leverage by top brandsIvan Infotech Pvt Ltd.
Businesses everywhere are embracing the power of data and technology. Here we will see how gaining access to big data strategy consulting will give your business a competitive advantage.
At Criteo, we’re proud to be at the forefront of rapidly changing commerce trends. Our direct relationships with over 17,000 advertisers and thousands of publishers allow us to watch emerging trends unfold and share valuable insights with you.
In our just-published Commerce and Digital Marketing Outlook 2018 guide, we’re excited to share our findings on how marketers are embracing the rise of voice shopping and how it’s more important than ever to connect offline-to-online sales.
We also dive into the new age of data protections as well as the data-collaboration imperative. There are some big shifts ahead of us in 2018, but we’re confident that we can help retailers and marketers stay ahead of challenges and make the most of the opportunities in 2018 and beyond. Happy New Year!
Annual b2b marketing data benchmark report 2015Toni Wijaya
The marketing database sits at the heart of this machine and now has an inextricable linkage to your success in building interest, driving engagement and ultimately creating revenue. While enhanced analytics are increasingly seen as a key tool to identifying new sales opportunities and improving efficiency, so much of your success as marketers still boils down to how well your contact and company data is maintained, and how well it aligns with your go-to-market strategy. More than ever, you are measured by your ability to serve up content that helps customers prioritize and accelerate through the buyer journey. But you have to make sure there is a good fit for your offerings and a valid person on the other end of the line. Your relationship with your sales teams and your CEO depends on it.
Similar to Data in marketing - an overview of applications and requirements (20)
Chatty Kathy - UNC Bootcamp Final Project Presentation - Final Version - 5.23...John Andrews
SlideShare Description for "Chatty Kathy - UNC Bootcamp Final Project Presentation"
Title: Chatty Kathy: Enhancing Physical Activity Among Older Adults
Description:
Discover how Chatty Kathy, an innovative project developed at the UNC Bootcamp, aims to tackle the challenge of low physical activity among older adults. Our AI-driven solution uses peer interaction to boost and sustain exercise levels, significantly improving health outcomes. This presentation covers our problem statement, the rationale behind Chatty Kathy, synthetic data and persona creation, model performance metrics, a visual demonstration of the project, and potential future developments. Join us for an insightful Q&A session to explore the potential of this groundbreaking project.
Project Team: Jay Requarth, Jana Avery, John Andrews, Dr. Dick Davis II, Nee Buntoum, Nam Yeongjin & Mat Nicholas
Show drafts
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Empowering the Data Analytics Ecosystem: A Laser Focus on Value
The data analytics ecosystem thrives when every component functions at its peak, unlocking the true potential of data. Here's a laser focus on key areas for an empowered ecosystem:
1. Democratize Access, Not Data:
Granular Access Controls: Provide users with self-service tools tailored to their specific needs, preventing data overload and misuse.
Data Catalogs: Implement robust data catalogs for easy discovery and understanding of available data sources.
2. Foster Collaboration with Clear Roles:
Data Mesh Architecture: Break down data silos by creating a distributed data ownership model with clear ownership and responsibilities.
Collaborative Workspaces: Utilize interactive platforms where data scientists, analysts, and domain experts can work seamlessly together.
3. Leverage Advanced Analytics Strategically:
AI-powered Automation: Automate repetitive tasks like data cleaning and feature engineering, freeing up data talent for higher-level analysis.
Right-Tool Selection: Strategically choose the most effective advanced analytics techniques (e.g., AI, ML) based on specific business problems.
4. Prioritize Data Quality with Automation:
Automated Data Validation: Implement automated data quality checks to identify and rectify errors at the source, minimizing downstream issues.
Data Lineage Tracking: Track the flow of data throughout the ecosystem, ensuring transparency and facilitating root cause analysis for errors.
5. Cultivate a Data-Driven Mindset:
Metrics-Driven Performance Management: Align KPIs and performance metrics with data-driven insights to ensure actionable decision making.
Data Storytelling Workshops: Equip stakeholders with the skills to translate complex data findings into compelling narratives that drive action.
Benefits of a Precise Ecosystem:
Sharpened Focus: Precise access and clear roles ensure everyone works with the most relevant data, maximizing efficiency.
Actionable Insights: Strategic analytics and automated quality checks lead to more reliable and actionable data insights.
Continuous Improvement: Data-driven performance management fosters a culture of learning and continuous improvement.
Sustainable Growth: Empowered by data, organizations can make informed decisions to drive sustainable growth and innovation.
By focusing on these precise actions, organizations can create an empowered data analytics ecosystem that delivers real value by driving data-driven decisions and maximizing the return on their data investment.
Adjusting primitives for graph : SHORT REPORT / NOTESSubhajit Sahu
Graph algorithms, like PageRank Compressed Sparse Row (CSR) is an adjacency-list based graph representation that is
Multiply with different modes (map)
1. Performance of sequential execution based vs OpenMP based vector multiply.
2. Comparing various launch configs for CUDA based vector multiply.
Sum with different storage types (reduce)
1. Performance of vector element sum using float vs bfloat16 as the storage type.
Sum with different modes (reduce)
1. Performance of sequential execution based vs OpenMP based vector element sum.
2. Performance of memcpy vs in-place based CUDA based vector element sum.
3. Comparing various launch configs for CUDA based vector element sum (memcpy).
4. Comparing various launch configs for CUDA based vector element sum (in-place).
Sum with in-place strategies of CUDA mode (reduce)
1. Comparing various launch configs for CUDA based vector element sum (in-place).
Explore our comprehensive data analysis project presentation on predicting product ad campaign performance. Learn how data-driven insights can optimize your marketing strategies and enhance campaign effectiveness. Perfect for professionals and students looking to understand the power of data analysis in advertising. for more details visit: https://bostoninstituteofanalytics.org/data-science-and-artificial-intelligence/
6. These accomplishments underlie a point made in 2006 by Clive
Humby, the British mathematician and architect of supermarket
reward program the Tesco Clubcard:
Hellocomputer is
an FCB companyData is the New Oil | Michael Palmer | 2006 | https://ana.blogs.com/maestros/2006/11/data_is_the_new.html
7. Data is
the new oil
Hellocomputer is
an FCB company
More human.
More like you.
8. Data as valuable commodity has only increased in
quantity, if not value, ever since.
Hellocomputer is
an FCB company
More human.
More like you.
9. Data (and its accompanying buzzwords) permeate not
just our industry but culture at large
Hellocomputer is
an FCB company
More human.
More like you.
10. From being proclaimed as the sexiest job
by Harvard Business Review (proclaimed
in 2012)
Hellocomputer is
an FCB companyData Scientist: Sexiest Job of the 21st Century | https://hbr.org/2012/10/data-scientist-the-sexiest-job-of-the-
21st-century
11. to starring in Moneyball with the
Sexiest Man Alive (voted in 2000)
Hellocomputer is
an FCB company
12. “Big Data”, “Data Science” or just the general idea of
perfect knowledge continues to grow in interest, stature
and feasibility
Hellocomputer is
an FCB company
More human.
More like you.
13. It’s the foundation of most of the big trends in
marketing
Hellocomputer is
an FCB company
More human.
More like you.
21. Hellocomputer is
an FCB company
The Data-Centric Organization 2018 | A Winterberry Group Research Report | February 2018
22. Hellocomputer is
an FCB company
The Data-Centric Organization 2018 | A Winterberry Group Research Report | February 2018
Experience=Awareness
Through success (as well as trial and
error), practitioners are growing
increasingly aware of the rigors associated
with cross-channel data integration,
management and activation—especially
within complex enterprises that may be
otherwise slow to innovate. Less likely to
see previous successes as indicative of
“data centricity” within an enterprise
otherwise advancing at a rapid pace
23. Hellocomputer is
an FCB company
The Data-Centric Organization 2018 | A Winterberry Group Research Report | February 2018
24. Hellocomputer is
an FCB company
The Data-Centric Organization 2018 | A Winterberry Group Research Report | February 2018
25. Hellocomputer is
an FCB company
The Data-Centric Organization 2018 | A Winterberry Group Research Report | February 2018
26. Hellocomputer is
an FCB company
The Data-Centric Organization 2018 | A Winterberry Group Research Report | February 2018
27. Hellocomputer is
an FCB company
The Data-Centric Organization 2018 | A Winterberry Group Research Report | February 2018
28. • Focus on becoming data-centric remains a top priority
for US firms
• Data-centric digital transformation is complex
• Challenge in creating marketing professionals with
fundamental data skills
Hellocomputer is
an FCB company
The Data-Centric Organization 2018 | A Winterberry Group Research Report | February 2018
30. Hellocomputer is
an FCB company
The State of Data 2018 | Winterbury Group Report in Partnership with IAB Data
31. Hellocomputer is
an FCB company
The State of Data 2018 | Winterbury Group Report in Partnership with IAB Data
Data Activation Expenditures
32. Hellocomputer is
an FCB company
The State of Data 2018 | Winterbury Group Report in Partnership with IAB Data
Data now represents a substantially larger component
of display advertising budgets—now in the vicinity of
10% to 12% of every dollar spent, up from less than 5%
just five years ago.
33. Hellocomputer is
an FCB company
The State of Data 2018 | Winterbury Group Report in Partnership with IAB Data
3rd Party Audience Data Expenditures
35. Hellocomputer is
an FCB company
The Outlook for Data 2018: A Snapshot Into the Evolving Role of Audience Insight | The Winterbury Group in Partnership with IAB
36. Hellocomputer is
an FCB company
The Outlook for Data 2018: A Snapshot Into the Evolving Role of Audience Insight | The Winterbury Group in Partnership with IAB
37. Hellocomputer is
an FCB company
The Outlook for Data 2018: A Snapshot Into the Evolving Role of Audience Insight | The Winterbury Group in Partnership with IAB
38. Hellocomputer is
an FCB company
The Outlook for Data 2018: A Snapshot Into the Evolving Role of Audience Insight | The Winterbury Group in Partnership with IAB
39. Hellocomputer is
an FCB company
The State of Data 2018 | Winterbury Group Report in Partnership with IAB Data
The majority of investments in data in marketing is
currently on media and performance side.
40. In an effort to boost membership numbers,
Point Defiance Zoo analysed which
postcodes were home to the zoo’s most
frequent guests, targeting discounted
campaigns to others within those catchment
areas.
This resulted in a 13% increase in
membership during Q1 alone.
Hellocomputer is
an FCB companyHow Point Defiance Zoo & Aquarium Uses Data Analytics to Predict Attendance | Wired + IBM
41. Encouraging people to collect money for the charity
on the high street, The Great Daffodil Appeal was
launched, gathering each supporter’s geolocation
data and matching this with its database of collection
sites.
This information was used to integrate a real-time
personalized map in the email campaign detailing the
supporter’s nearest collection sites.
The charity then used modelling to derive a target
population and drive persona-driven
messaging based on collection history and
previous interactions with Marie Curie.
The campaign boosted registrations year on year,
with a high skew towards online sign ups.
Hellocomputer is
an FCB companyhttps://blog.globalwebindex.com/marketing/personalized-marketing-works/
42. Starbucks successfully keeps customers engaged
with its gamified mobile app.
Integrating the brand’s rewards system with the
ability to customize and order drinks via the app, it
makes use of information such as purchase history
and location to get as personal as possible.
The introduction of the rewards system
saw Starbucks’ revenue soaring to $2.56 billion,
while the app has generated around 6 million
sales per month (around 22% of all U.S. sales).
Hellocomputer is
an FCB companyhttps://blog.globalwebindex.com/marketing/personalized-marketing-works/
44. Hellocomputer is
an FCB company
Evidence that creative contributes more to the success
of an ad than media elements such as targeting and
reach has accumulated for years.
Data-driven media optimization has moved the
needle a bit, but most research still favours
creative’s influence.
https://adexchanger.com/data-driven-thinking/creative-is-the-next-frontier-for-data-driven-marketing/
45. Hellocomputer is
an FCB companyWHEN IT COMES TO ADVERTISING EFFECTIVENESS, WHAT IS KEY? | Nielsen | 2017
46. An Insider’s Look at Creative Quality, Personalization, and DCO | Sizmek Research | 2018
48. Hellocomputer is
an FCB companyPsychological targeting as an effective approach to digital mass persuasion | S. C. Matz, M. Kosinski, G. Nave, and D. J. Stillwell | 2017
49. Hellocomputer is
an FCB companyPsychological targeting as an effective approach to digital mass persuasion | S. C. Matz, M. Kosinski, G. Nave, and D. J. Stillwell | 2017
Persuasive appeals that
were matched to people’s
extraversion or openness-to-
experience level resulted in
up to 40% more clicks and
up to 50% more purchases
than their mismatching or
unpersonalized
counterparts.
50.
51.
52. There’s nearly no evidence these ads could change
your voting preferences or behavior.
A meta-analysis of 49 experiments that were
designed to test whether voters are persuadable
found that the average effect was zero.
Just because you understand a personality type
doesn’t mean you’ll be good at making ads to suit it.
Our intuitions are often wrong about what we think
others will find convincing.
Hellocomputer is
an FCB companyhttps://www.vox.com/science-and-health/2018/3/23/17152564/cambridge-analytica-psychographic-
microtargeting-what
53. Partnering with IBM to use its Watson technology,
Lexus and the agency input a number of data points,
including 15 years' of Cannes Lion award-winning
ads and 10 years of the best ads in the ‘luxury’
sector, as well as employing a company called MindX
to “feed” in data which related to ‘intuition’ and how
people make decisions.
Hellocomputer is
an FCB companyhttps://www.thedrum.com/news/2018/11/16/lexus-reveals-ad-created-ai-it-gimmick-no-will-it-win-any-
awards-probably-not
54. Hellocomputer is
an FCB companyhttps://www.thedrum.com/news/2018/11/16/lexus-reveals-ad-created-ai-it-gimmick-no-will-it-win-any-
awards-probably-not
55. What we
can learn
from Netflix
Hellocomputer is
an FCB company
More human.
More like you.
56.
57. Netflix doesn’t use data for creative decisions;
it uses data to match content with viewers.
66. Hellocomputer is
an FCB company
Building an Analytics-Driven Organization | Accenture | 2013
67. Hellocomputer is
an FCB company
• Using data to determine ROI
• Enable the use of data for customisation and
contextual tactics
• Enable the use of data for innovation
• Using data to power future AI / ML / NLP projects
68. Hellocomputer is
an FCB company
Ten red flags signaling your analytics program will fail | McKinsey | 2018
https://www.mckinsey.com/business-functions/mckinsey-analytics/our-insights/ten-red-flags-signaling-your-analytics-program-will-fail?cid=other-soc-lkn-mip-mck-oth-
1805&kui=zXhXhDiK1S-uQIolml63yg
69. Hellocomputer is
an FCB company
Building an Analytics-Driven Organization | Accenture | 2013
70. Hellocomputer is
an FCB company
Defining the Data Stack | IAB 2018
Choosing the best data for the brand’s goals becomes
an exercise of qualifying needs. When data strategies
develop around the stories brands want to tell and the
challenges they face, it’s easier to determine which data
will hold the most value, both in terms of insight and
usability.
75. Hellocomputer is
an FCB company
Defining the Data Stack | IAB 2018
LowOwned
HighOwned
High Online
Low Online
76. Hellocomputer is
an FCB company
Building an Analytics-Driven Organization | Accenture | 2013
77. Hellocomputer is
an FCB company
Building an Analytics-Driven Organization | Accenture | 2013
78. Hellocomputer is
an FCB company
Ten red flags signaling your analytics program will fail | McKinsey | 2018
https://www.mckinsey.com/business-functions/mckinsey-analytics/our-insights/ten-red-flags-signaling-your-analytics-program-will-fail?cid=other-soc-lkn-mip-mck-oth-
1805&kui=zXhXhDiK1S-uQIolml63yg
79. Hellocomputer is
an FCB company
https://towardsdatascience.com/the-dynamics-of-data-roles-teams-6c450b27e59e
80. Hellocomputer is
an FCB company
If you want to do it yourself
JellyFish Training
Analytics Bundle
R7,500 per person
R12,000 for 2 people
(Available 8-10 April 2019)
Udemy Courses
Learning Google Analytics-From Beginner to
becoming a Pro
R120 – R1,000 per person
Google Tag Manager – From Zero to Hero
R120 – R2,000 per person
81. Hellocomputer is
an FCB company
Building an Analytics-Driven Organization | Accenture | 2013
90. Hellocomputer is
an FCB company
https://cdn.chiefmartec.com/wp-content/uploads/2016/08/marketing_signals.jpg
91. Hellocomputer is
an FCB company
Marketing Objectives
Measurements
Custom KPIs
Objective What it means Signals
Top of mind Awareness
number of people who viewed
communication
total reach, paid reach, organic reach
Active Awareness
number of people who viewed
communication + and interacted with it
in any way
total reach, paid reach, organic reach,
number of engagements
Interest
number of interactions with a
communication in a way that shows
interest in the brand
likes, comments, shares, link clicks,
video plays, 10” video views, content
comments, link clicks
Education
number of interactions with a
communication which indicates
understanding
video plays, 10” video views, content
comments, link clicks
Brand Love
number of interactions which indicates
the brand story landed
10” video views, shares, likes, nett
sentiments
Conversion
number of interactions which take the
user further step in conversion funnel
link clicks, queries received
93. Hellocomputer is
an FCB company
Do this To overcome
Define terms and repeat them, often Misunderstandings about what “data” actually means
Derive custom KPIs
Disconnect between what is measurable from activities vs what is important
to the organisation
Onboard implementation stakeholders
Naming conventions, processes, tools, skills required which hold up the
process
Start small, but understand the bigger picture Analysis paralysis
Someone needs to be a bridge between the technical and business
requirements
Both parties can get distracted or misinterpret what’s important or feasible
Create prototypes for structures and standards quickly then aggressively
automate and centralise
Gaps in your thinking and understanding
Document the emerging capability - processes, tools, skills, capabilities Organisational inertia and amnesia
94. Hellocomputer is
an FCB company
1. The executive team doesn’t have a clear vision for its advanced-analytics programs
2. No one has determined the value that the initial use cases can deliver in the first year
3. There’s no analytics strategy beyond a few use cases
4. Analytics roles—present and future—are poorly defined
5. The organization lacks analytics translators
6. Analytics capabilities are isolated from the business, resulting in an ineffective analytics organization structure
7. Costly data-cleansing efforts are started en masse
8. Analytics platforms aren’t built to purpose
9. Nobody knows the quantitative impact that analytics is providing
10.No one is on identifying potential ethical, social, and regulatory implications of analytics initiatives
Ten red flags signaling your analytics program will fail | McKinsey | 2018
https://www.mckinsey.com/business-functions/mckinsey-analytics/our-insights/ten-red-flags-signaling-your-analytics-program-will-fail?cid=other-soc-lkn-mip-mck-oth-
1805&kui=zXhXhDiK1S-uQIolml63yg
The proliferation of data‐addressable consumer marketing media (itself a function of the widespread adoption of mobile devices over the past decade) has presented marketers with a new and vexing challenge: establish a persistent understanding of who their individual customers and prospects are as they traverse multiple touchpoints—transactional and promotional, digital and traditional, “authenticated” and “anonymous”
That need has driven the emergence of a new class of marketing technology focused on the resolution of audience identities from multiple independent inputs, and provoked corresponding demand for underlying data assets—in the form of onboarding resources, identity graphs and custom audience profiles—that may be applied to enable a richer, more persistent understanding of individuals and their interactions
the effect of media on sales has increased to 36% from 15% over the past 11 years.
In 2006, for example, Nielsen Catalina Solutions found that media contributed 15% to ad effectiveness, compared with 65% attributable to creative quality. In 2017, it found that media’s contribution had risen to 36%, while creative dropped to 49% – still the largest factor. And within media, targeting only contributed 9% – reach (22%) and recency (5%) accounted for the rest.
To test the effects of psychological persuasion on people’s actual behavior in an ecologically valid setting. In three field experiments that reached over 3.5 million individuals
To test the effects of psychological persuasion on people’s actual behavior in an ecologically valid setting. In three field experiments that reached over 3.5 million individuals
Some of the key findings from the AI in terms of the ingredients for a perfect car advert were that: the car doesn’t need to drive at all, unless this is part of the story; the driving should be peripheral to the story; characters in the story should have an emotional designator, for example a husband or father over driver or engineer; and the use of children helps increase the emotionality of an advert. Additionally, strong facial expressions are more powerful than strong language; ads are most effective where use of the spoken word is limited; use of a midpoint or twist is important to keep the story moving and to maintain interest; and the midpoint should involve an unexpected event, for example a crash or near miss.”
It was proactively using data to figure out what its customers would like to see in the future.
It was not paint by numbers. Netflix merely used data to set some broad creative guidelines, ones that, in fact, were looser than Fincher had experienced earlier in his career. What Smith and Telang show in their work is that Netflix doesn’t use data for creative decisions; it uses data to match content with viewers. Netflix is excellent at getting out of creative peoples’ way, Smith says.
It was proactively using data to figure out what its customers would like to see in the future.
It was not paint by numbers. Netflix merely used data to set some broad creative guidelines, ones that, in fact, were looser than Fincher had experienced earlier in his career. What Smith and Telang show in their work is that Netflix doesn’t use data for creative decisions; it uses data to match content with viewers. Netflix is excellent at getting out of creative peoples’ way, Smith says.
It was proactively using data to figure out what its customers would like to see in the future.
It was not paint by numbers. Netflix merely used data to set some broad creative guidelines, ones that, in fact, were looser than Fincher had experienced earlier in his career. What Smith and Telang show in their work is that Netflix doesn’t use data for creative decisions; it uses data to match content with viewers. Netflix is excellent at getting out of creative peoples’ way, Smith says.
Choosing the best data for the brand’s goals becomes an exercise of qualifying needs. When data strategies develop around the stories brands want to tell and the challenges they face, it’s easier to determine which data will hold the most value, both in terms of insight and usability.
First party data is your own data. It includes the information you collect directly from your customers, such as: data you have in your CRM, your subscription data, your own social media data, etc. As this is data that you collect directly from your customers or target audience, it is typically accurate, relevant and presents the least privacy concerns because you have full control over its collection, ownership, and use.
Second party data is another company’s first party data that has been shared for the purpose of creating audience segments or insights for the brand’s use. This party data can be purchased directly from the company that owns it, or can be found through a data co-op. Second party data often includes the same type of information you could collect as first party, such as: website activity, customer surveys, location data, etc.
Third party data is data that has been sourced and aggregated by a company that is not the original collector of the data and made available for sale to a brand or platform. A key advantage of this type of data is that it allows you to amplify the scale and scope of the first party data at your disposal. For example, marketers can use it to build upon their audience segments and deepen the understanding of their interests and behaviors.
Your data stack will likely be composed of a combination of first, second and third party data. What percentage each takes up will depend on your in-house capabilities, the way consumers interact with you, whether you want to invest in growing your first party data or rather rely on second party to fuel your data stack expansion.
Which types of data you’ll need (more of) will largely depend on the vertical you are in and the specific strategies you plan on setting in place for your brand.
High Online
think about how to personalize your messaging based on environmental impacts (weather, location, interests, etc.) as well as how you develop a media investment strategy based on where your most valuable consumers are and where you are able to invest to find more like them.
High Offline
think about how to connect your offline data assets to the online world, to be used in your marketing campaigns. Depending on the restrictions you may faceas a business, you may be limited in your ability to use this data for online advertising purposes. Ensuring that you have the right partners to help you bring your data online and activate would be your strategic area of focus.
High Owned
focused on overall media consumption based on your core consumer and ensuring you have a significant presence in those formats. Additionally, once you make a sale, your CRM should be used to increase efficiency in any digital media by using industry wide modeling techniques
Low Owned
Based on your financial and/or technology resources you will want to identify if the best avenue is to devise a plan to grow your first party data collection or develop partnerships to access second party data and amplify the insights at your disposal through third party data.
High Online
think about how to personalize your messaging based on environmental impacts (weather, location, interests, etc.) as well as how you develop a media investment strategy based on where your most valuable consumers are and where you are able to invest to find more like them.
High Offline
think about how to connect your offline data assets to the online world, to be used in your marketing campaigns. Depending on the restrictions you may faceas a business, you may be limited in your ability to use this data for online advertising purposes. Ensuring that you have the right partners to help you bring your data online and activate would be your strategic area of focus.
High Owned
focused on overall media consumption based on your core consumer and ensuring you have a significant presence in those formats. Additionally, once you make a sale, your CRM should be used to increase efficiency in any digital media by using industry wide modeling techniques
Low Owned
Based on your financial and/or technology resources you will want to identify if the best avenue is to devise a plan to grow your first party data collection or develop partnerships to access second party data and amplify the insights at your disposal through third party data.
High Online
think about how to personalize your messaging based on environmental impacts (weather, location, interests, etc.) as well as how you develop a media investment strategy based on where your most valuable consumers are and where you are able to invest to find more like them.
High Offline
think about how to connect your offline data assets to the online world, to be used in your marketing campaigns. Depending on the restrictions you may faceas a business, you may be limited in your ability to use this data for online advertising purposes. Ensuring that you have the right partners to help you bring your data online and activate would be your strategic area of focus.
High Owned
focused on overall media consumption based on your core consumer and ensuring you have a significant presence in those formats. Additionally, once you make a sale, your CRM should be used to increase efficiency in any digital media by using industry wide modeling techniques
Low Owned
Based on your financial and/or technology resources you will want to identify if the best avenue is to devise a plan to grow your first party data collection or develop partnerships to access second party data and amplify the insights at your disposal through third party data.
High Online
think about how to personalize your messaging based on environmental impacts (weather, location, interests, etc.) as well as how you develop a media investment strategy based on where your most valuable consumers are and where you are able to invest to find more like them.
High Offline
think about how to connect your offline data assets to the online world, to be used in your marketing campaigns. Depending on the restrictions you may faceas a business, you may be limited in your ability to use this data for online advertising purposes. Ensuring that you have the right partners to help you bring your data online and activate would be your strategic area of focus.
High Owned
focused on overall media consumption based on your core consumer and ensuring you have a significant presence in those formats. Additionally, once you make a sale, your CRM should be used to increase efficiency in any digital media by using industry wide modeling techniques
Low Owned
Based on your financial and/or technology resources you will want to identify if the best avenue is to devise a plan to grow your first party data collection or develop partnerships to access second party data and amplify the insights at your disposal through third party data.