Sometime Big Data is dangerous and bad insights happen. Here we cover how to avoid this and take steps tword meaningfull and impactful recomendations.

1. MEASUREMENT
April 2017
http://us.mullenlowe.com/mining-for-analytic-gems
THE GOOD, THE BAD,
& DITCHING YOUR DARLINGS
Aline Kasliner

2. THINK LIKE A
CHALLENGER
IT HELPS CLIENTS
GAIN AN UNFAIR SHARE
OF ATTENTION
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3. THINK LIKE A CHALLENGER
What does a
Challenger think?
3

4. Smashing together creative, strategic planning, technology, media, social marketing, digital marketing, site data and other data
types generates huge data sets. I call this “data hyperbundling” because you are bringing so many data sets into one place to
understand holistic pictures. We’ve built our integrated capabilities organically; as new data sets have come available, we have
found ways to integrate them in order to find opportunities for optimization and growth, providing client benefits.
BIG DATA
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DIGITAL
EXPERIENTIAL
CREATIVE
MOBILE
PR/SOCIAL
COMPETITIVE
CRM STRATEGY
MEDIA
POS
TUNE IN
DEMOGRAPHIC
BRAND

5. THINK LIKE A CHALLENGER
1. A challenger understands the
business question
• Works with end users to uncover the ‘real
question’
• Understands what data pertains to that
question
What does a
Challenger think?
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6. 63,731 CELLS OF DATA – TOO BIG?
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7. 7
BIGGER IS NOT ALWAYS BETTER
Here we see an example where, given a big enough data set, you can always find
something that correlates to something else.
*data 1/2004-4/2016
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9/1/2002 1/14/2004 5/28/2005 10/10/2006 2/22/2008 7/6/2009 11/18/2010 4/1/2012 8/14/2013 12/27/2014 5/10/2016 9/22/2017
Normalized Google Search Activity
book review drug abuse

8. DON’T BE AFRAID TO GET SMALL
By limiting the data
to 2015 we quickly
see correlation
disappear.
8
-1.6
-1.4
-1.2
-1
-0.8
-0.6
-0.4
-0.2
0
11/7/2014 12/27/2014 2/15/2015 4/6/2015 5/26/2015 7/15/2015 9/3/2015 10/23/2015 12/12/2015 1/31/2016 3/21/2016
Normalized Google Search Activity
book review drug abuse

9. It’s the human brain that tells us that book review searches and drug abuse searches have no connection.
HUMAN BRAINS – CAN’T LIVE WITHOUT ‘EM
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-2
-1
0
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1/4/2004 1/4/2005 1/4/2006 1/4/2007 1/4/2008 1/4/2009 1/4/2010 1/4/2011 1/4/2012 1/4/2013 1/4/2014 1/4/2015 1/4/2016
Normalized Google Search Activity
cold chapped lips vicks humidifier dry skin
-2
-1
0
1
2
3
4
5
9/1/2002 1/14/2004 5/28/2005 10/10/2006 2/22/2008 7/6/2009 11/18/2010 4/1/2012 8/14/2013 12/27/2014 5/10/2016 9/22/2017
Normalized Google Search Activity
book review drug abuse

10. WHEN BIGGER MATTERS
10
-2
-1
0
1
2
3
4
5
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7
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1/4/2004 1/4/2005 1/4/2006 1/4/2007 1/4/2008 1/4/2009 1/4/2010 1/4/2011 1/4/2012 1/4/2013 1/4/2014 1/4/2015 1/4/2016
Normalized Google Search Activity
cold chapped lips vicks humidifier dry skin
-1
0
1
2
3
4
5
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1/4/2015 2/4/2015 3/4/2015 4/4/2015 5/4/2015 6/4/2015 7/4/2015 8/4/2015 9/4/2015 10/4/2015 11/4/2015 12/4/2015 1/4/2016
Normalized Google Search Activity
cold chapped lips vicks humidifier dry skin
Here we see that, when we cut the data smaller and correlation still holds true, and when common sense doesn’t
set off any alarm bells, we can feel confident that our insight is a useful one.

11. THINK LIKE A CHALLENGER
2. A challenger applies
common sense to the data
• Uses their best judgment to determine if their
conclusions are relevant and/or logical
• Uses testing methods to ensure assumptions
hold up
What does a
Challenger think?
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12. THINK LIKE A
CHALLENGER
Don’t be Afraid
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-

13. CHALLENGE – REAL WORLD CLIENT CHALLENGES
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• Less than 66% awareness of ADP’s broader Human Capital Management (HCM) offerings, despite
near-perfect awareness for Payroll services
• Low perception of ADP among small business owners and leaders
• Impersonal and dated perception of the brand and its marketing

14. HOW DO YOU DEFINE SUCCESS?
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WE ENGAGED OUR TARGET AUDIENCES WHERE THEY SPEND MUCH OF THEIR DAY. Given their penchant for digital
information, globally unified messaging was targeted to these financial professionals via rich media, video, SEM, website and
mobile. To extend reach, high-impact transit out-of-home was used in key financial districts in the U.S., U.K. and Singapore.

15. W I L L A B R A N D S T U D Y
S U F F I C E ?
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16. 16
unaided awareness increased from

17. WHAT METRICS AND DATA SOURCES ARE AVAILABLE FOR
THE CAMPAIGN?
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CORE DATA SOURCES:
Brand Studies
DCM
Impressions
Clicks
Visits
Leads
SEM Data
VCR
Website
Traffic
Conversion
Ad Recall
Engagement
Search
Volume
Message
Resonance
Brand
Awareness

18. TRY SOMETHING NEW!
If you are using survey data to measure
success of your new product launch, instead
try reviews online, or Facebook and Twitter
chatter. Get adventurous! Start blending and
mixing data sources and see if there is
correlation/Insights across data sources. If
there is a correlation/impact across sources,
you are one step closer to a meaningful
insight.
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19. A HOLISTIC DATA APPROACH SHOWS WHOLE PICTURE IMPACT
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year-over-year increase
in leads submitted, with a
conversion to qualified
lead of just under 20%
increase in
website traffic
brand association with
S&P Capital IQ offering of
“unrivaled data, research
and analytics” increased
unaided awareness
increased from
THE CAMPAIGN HAD STRONGER IMPACT THAN JUST A BRAND STUDY COULD SHOW

20. THINK LIKE A CHALLENGER
3. A challenger is adventurous
and unafraid.
• Deviates from pet data sources
• Diversifies data sources
• Paints a holistic picture
What does a
Challenger think
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21. THINK LIKE A
CHALLENGER
Kill Your Darlings.
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22. SPURIOUS CORRELATIONS EXIST EVERYWHERE!
Relying on spurious correlations can damage your
reputation, and holding on to darlings can keep you
from seeing the big picture.

23. ”In Writing,
You Must
KILL
All Your
Darlings”
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SaidFaulkner
KILL YOUR DARLINGS!
Any beloved data source, assumption,
test, or analytic approach can become
an unchallenged Darling.
Ask yourself:
•Does this make sense?
•Are there any other correlations in this
data that could explain this?
•Would another data source help?

24. THINK LIKE A CHALLENGER
1. A challenger understands the
business question
• Works with end users to uncover the ‘real
question’
• Understands what data pertains to that
question
2. A challenger applies
common sense to the data
• Uses their best judgment to determine if their
conclusions are relevant and/or logical
• Uses testing methods to ensure assumptions
hold up
3. A challenger is adventurous
and unafraid.
• Deviates from pet data sources
• Diversifies data sources
• Paints a holistic picture
4. A challenger KILLS
their Darlings
• Understands that everything must be analyzed
objectively
What does a
Challenger think?
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25. A l i n e K a s l i n e r
M U L L E N L O W E
T H A N K Y O U
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