SlideShare a Scribd company logo
22nd February 2012




POETS AND QUANTS
 HOW BRAND PEOPLE CAN LEARN TO LOVE BIG
                 DATA

  Tom Morton, chief strategy officer, Euro RSCG NY
    @TOMMORTON @EURORSCGNY
IT’S A
QUANT’S
WORLD
“Market and technology factors are the
In 2010, people         two most powerful external forces
generated 800BN GB      affecting your organization today.
of data                 The four biggest challenges you identified
                        were the explosion of data, social media,
                        the proliferation of channels and devices,
A MacBook Air of        shifting consumer demographics.”
data for every person
on earth

McKinsey estimates
that the US workforce
needs 1.5m data-
literate managers to
cope with this
explosion
IT’S A QUANT’S INDUSTRY
“Everyone is coming to the same place, trying to
find the sweet spot between tech, creative and
data.

"The largest brands in the world were getting
incomplete solutions from their myriad vendors.

Clients, in my view, are finding it more credible to
reach into marketing from technology rather than
the other way around.”



            Glen Hartman & Brian Whipple, Accenture Interactive
“The Old Spice campaign was a wildly
expensive manual execution.

When you ask, „How do you do that
at scale on an ongoing basis?' the
room gets quiet.”



                 Glen Hartman, Accenture Interactive
Les Binet                Gareth Kay                  Sarita Bhatt
european director        chief strategy officer      MD, digital planning
DDB Matrix               Goodby Silverstein          Euro RSCG NY

William Charnock         Paul Matheson               Marc Blanchard
chief strategy officer   chief strategy officer      creative director
RG/A New York            BBDO North America          Euro RSCG 4D

Jess Greenwood           Suzanne Powers              Matt Blasco
US editor                global strategy officer     MD, analytics
Contagious Magazine      Crispin, Porter + Bogusky   Euro RSCG NY

Richard Huntington       Rory Sutherland             Richard Notarianni
chief strategy officer   former president            executive director
Saatchi & Saatchi UK     IPA                         Euro RSCG NY




 HOW ARE CREATIVE INDUSTRY LEADERS RESPONDING?
THERE’S STILL A PLACE FOR POETS
ATTENTION POETS:
THERE’S NO OPT-OUT FROM BIG DATA
“This is a wholly artificial division that if we don't
stop is going to get out of control.

It will be a disaster for strategic planning in
particular:

allowing some planners to exempt themselves from
the data they can't be bothered to investigate,

and allowing other people to think that they are a
strategist though they haven't a brand strategy or
creative bone in their body.”

                           Richard Huntington, Saatchi & Saatchi
ONCE UPON A TIME, POETS AND
QUANTS LIVED IN HARMONY
"The account planner is that
member of the agency's team
who is the expert at working with
information and getting it used -
not just marketing research but all
the information available to help
solve the client's advertising
problems.”

                                      Stanley Pollitt
THE MORE THE INDUSTRY
SEPARATES DATA FROM
CREATIVE DEVELOPMENT

 THE LESS OPPORTUNITY
     THEY HAVE TO
INFLUENCE EACH OTHER
DATA VISUALIZATION IS THE GATEWAY DRUG
Someone does a TED talk   Russell Davies interprets it   A cool Swedish agency
on a subject              for the creative industry      does something with it




  THE CREATIVE INDUSTRY ADOPTION CURVE
OUR AMBITIONS NEED TO BE HIGHER THAN BETTER GRAPHS
BIG DATA IS TELLING US THE TRUTH
  ABOUT HOW BRANDS GROW
    (AND IT’S WHAT THE POETS BELIEVED ALL ALONG…)
Audiences don’t see
rational differences and
RTBs between brands

Brand growth is due to
penetration growth

Promotions don’t grow
brands

Communication is low
involvement

Emotion and memories
are the most powerful
way to communicate
A MORE LATERAL, HUMAN APPROACH TO
BIG DATA IS YIELDING A MORE INSIGHTFUL
    PICTURE OF HOW PEOPLE BEHAVE
Atlantic City       Foxwoods & Mohegan Sun
     (Combined Properties)




               69%                      68%




EXAMPLE: UNDERSTANDING THE ATLANTIC CITY AUDIENCE
AT FIRST GLANCE: NO COMMON GROUND?
SPOTTING THE
                 SHARED TRAJECTORY
       THEY’RE PURSUING THEIR GENERATION’S DISTINCT VERSION OF “THE GOOD LIFE”
            THEY’RE ALL DOING WELL AND LOOKING FOR RECOGNITION AND REWARD


 Rising Young Singles        Established Gen X             Super Elites              Booming Boomers              Active Seniors
                                  Families                                                                    Drive new cars
Rely on mobile                                      Expensive toys (sail boats,   Like driving luxury autos
technology                Pay “anything” for tech   jet ski, kayak, water ski,    and buying antiques         Strive to keep things
                          they want                 snowboard,)                                               simple and stay
Eat junk food but                                                                 Active, fit, in-motion
                                                                                                              healthy
prefer gourmet            Active, fit, playful      Super fit, high energy
                                                                                  Power boats, golf and       Understand and value
                                                    sports-people
Buy same stuff as         Buy stuff they see in                                   gardens                     the idea of duty
celebrities               shows and movies          Are the people you see in
                                                                                  Like to look                Dress conservatively
                                                    movies
Like to make unique       Like to stand out in a                                  conservative and look       and read the fine print
fashion statements        crowd                     Like to do yoga and           for style that stood test
                                                                                                              Can’t say no to their
                                                    weight train                  of time                     kids
Love shopping in new      Love shopping for
stores                    clothes                   Everything they wear is       Financially secure, time    Good at managing
                                                    best quality                  vs. Money                   their money
Getting to top of their   Money is the symbol of
careers                   success                   Crave recognition of their
                                                    success
BIG DATA STILL NEEDS BIG INTERPRETERS
DATA IS A RAW MATERIAL FOR CREATIVITY
NIKE+: VISUALIZING LONDON’S EARLY RUNNERS
120 DATA FIELDS
IN EVERY
TRANSACTION
WHAT COULD
YOU MAKE WITH
THEM?
NIKE FUEL: CREATED FROM DATA + CREATING DATA
BUDDY: CREATING SOCIAL GOOD THROUGH BIG DATA
FROM OPTIMIZING AT
  THE END OF THE
     PROCESS

TO INSPIRING AT THE
    START OF THE
      PROCESS
THE POETS’ APPROACH TO BIG DATA
Creative use of data, leading to more inspiration
      at the beginning of the development process

      Mashing the behavioral, transactional, social and
      attitudinal data surrounding today's brands.

      Applying deep rigor and discipline to highly
      speculative leaps of faith.




DATA JACKING
DATA NARRATING
DATA FUELLING
You can’t let big data do the talking without an
      intelligent psychological model to work with.

      Time for Poets to put themselves forward as
      interpreters.




DATA JACKING
DATA NARRATING
DATA FUELLING
Data offered upfront as raw material for creativity.

      Here are the data fields we collect about
      customers: what could you create from them?




DATA JACKING
DATA NARRATING
DATA FUELLING
“Journalists need to treat data as a
character in one of their news stories.
Data‟s just a source. You need to knock
on the door and ask the data if it has a
story to tell.”

                            Aron Pilhofer, New York Times
A HUMAN, LATERAL APPROACH TO
PSYCHOLOGY CREATED QUAL RESEATCH
        A GENERATION AGO


 A HUMAN, LATERAL APPROACH TO
  BIG DATA COULD CREATE A NEW
         PRACTICE TODAY

More Related Content

What's hot

Camera operator pro forma
Camera operator pro formaCamera operator pro forma
Camera operator pro forma
Daniel Thompson
 
Socialize the Enterprise
Socialize the EnterpriseSocialize the Enterprise
Socialize the Enterprise
Ogilvy
 
Online Reputation Management on Steroids
Online Reputation Management on SteroidsOnline Reputation Management on Steroids
Online Reputation Management on Steroids
Stefanos Karagos
 
The Elephant in the Mobile Industry’s Room: Women
The Elephant in the Mobile Industry’s Room: WomenThe Elephant in the Mobile Industry’s Room: Women
The Elephant in the Mobile Industry’s Room: Women
Graham Brown
 
New rules for a new reality
New rules for a new realityNew rules for a new reality
New rules for a new reality
FITCH
 
Aprons and Algorithms - The Future of Retail Experiences
Aprons and Algorithms - The Future of Retail ExperiencesAprons and Algorithms - The Future of Retail Experiences
Aprons and Algorithms - The Future of Retail Experiences
FITCH
 
Future of advertising by JWT Amsterdam
Future of advertising by JWT Amsterdam Future of advertising by JWT Amsterdam
Future of advertising by JWT Amsterdam
Associação Portuguesa dos Profissionais de Marketing
 
Connecting the Dots with @LinkedIn #CannesLions / #OgilvyCannes
Connecting the Dots with @LinkedIn #CannesLions / #OgilvyCannesConnecting the Dots with @LinkedIn #CannesLions / #OgilvyCannes
Connecting the Dots with @LinkedIn #CannesLions / #OgilvyCannes
Ogilvy
 
#OgilvyCannes 2014 Social Impact Report at #CannesLions
#OgilvyCannes 2014 Social Impact Report at #CannesLions#OgilvyCannes 2014 Social Impact Report at #CannesLions
#OgilvyCannes 2014 Social Impact Report at #CannesLions
Ogilvy
 
Content Marketing Like a Real Company
Content Marketing Like a Real CompanyContent Marketing Like a Real Company
Content Marketing Like a Real Company
Michael King
 
Gen Z Shopping: Designing retail for the constant state of partial attention
Gen Z Shopping: Designing retail for the constant state of partial attentionGen Z Shopping: Designing retail for the constant state of partial attention
Gen Z Shopping: Designing retail for the constant state of partial attention
FITCH
 
Prosumer
ProsumerProsumer
Prosumer
Petko Petkov
 
2015 Social Media Trends - GCAA
2015 Social Media Trends - GCAA2015 Social Media Trends - GCAA
2015 Social Media Trends - GCAA
Erica Campbell Byrum
 
Earlybird Magazine: Social Economy
Earlybird Magazine: Social EconomyEarlybird Magazine: Social Economy
Earlybird Magazine: Social Economy
k10941
 
Aug1 pres2
Aug1 pres2Aug1 pres2
Aug1 pres2
Molly Sharp
 
Amplifying Storytelling in your Marketing Plan
Amplifying Storytelling in your Marketing PlanAmplifying Storytelling in your Marketing Plan
Amplifying Storytelling in your Marketing Plan
Carole Lamarque
 
Venture capital and the great big Silicon Valley asshole game
Venture capital and the great big Silicon Valley asshole gameVenture capital and the great big Silicon Valley asshole game
Venture capital and the great big Silicon Valley asshole game
peacefulchum4989
 
Marketing in the Era of Chaos
Marketing in the Era of ChaosMarketing in the Era of Chaos
Marketing in the Era of Chaos
Carrot Creative
 
High Ed Web Authenticity
High Ed Web AuthenticityHigh Ed Web Authenticity
High Ed Web Authenticity
TargetX
 
The 2013 Non-Obvious Trend Report VISUAL EDITION: 15 Marketing Trends In 2013...
The 2013 Non-Obvious Trend Report VISUAL EDITION: 15 Marketing Trends In 2013...The 2013 Non-Obvious Trend Report VISUAL EDITION: 15 Marketing Trends In 2013...
The 2013 Non-Obvious Trend Report VISUAL EDITION: 15 Marketing Trends In 2013...
Rohit Bhargava
 

What's hot (20)

Camera operator pro forma
Camera operator pro formaCamera operator pro forma
Camera operator pro forma
 
Socialize the Enterprise
Socialize the EnterpriseSocialize the Enterprise
Socialize the Enterprise
 
Online Reputation Management on Steroids
Online Reputation Management on SteroidsOnline Reputation Management on Steroids
Online Reputation Management on Steroids
 
The Elephant in the Mobile Industry’s Room: Women
The Elephant in the Mobile Industry’s Room: WomenThe Elephant in the Mobile Industry’s Room: Women
The Elephant in the Mobile Industry’s Room: Women
 
New rules for a new reality
New rules for a new realityNew rules for a new reality
New rules for a new reality
 
Aprons and Algorithms - The Future of Retail Experiences
Aprons and Algorithms - The Future of Retail ExperiencesAprons and Algorithms - The Future of Retail Experiences
Aprons and Algorithms - The Future of Retail Experiences
 
Future of advertising by JWT Amsterdam
Future of advertising by JWT Amsterdam Future of advertising by JWT Amsterdam
Future of advertising by JWT Amsterdam
 
Connecting the Dots with @LinkedIn #CannesLions / #OgilvyCannes
Connecting the Dots with @LinkedIn #CannesLions / #OgilvyCannesConnecting the Dots with @LinkedIn #CannesLions / #OgilvyCannes
Connecting the Dots with @LinkedIn #CannesLions / #OgilvyCannes
 
#OgilvyCannes 2014 Social Impact Report at #CannesLions
#OgilvyCannes 2014 Social Impact Report at #CannesLions#OgilvyCannes 2014 Social Impact Report at #CannesLions
#OgilvyCannes 2014 Social Impact Report at #CannesLions
 
Content Marketing Like a Real Company
Content Marketing Like a Real CompanyContent Marketing Like a Real Company
Content Marketing Like a Real Company
 
Gen Z Shopping: Designing retail for the constant state of partial attention
Gen Z Shopping: Designing retail for the constant state of partial attentionGen Z Shopping: Designing retail for the constant state of partial attention
Gen Z Shopping: Designing retail for the constant state of partial attention
 
Prosumer
ProsumerProsumer
Prosumer
 
2015 Social Media Trends - GCAA
2015 Social Media Trends - GCAA2015 Social Media Trends - GCAA
2015 Social Media Trends - GCAA
 
Earlybird Magazine: Social Economy
Earlybird Magazine: Social EconomyEarlybird Magazine: Social Economy
Earlybird Magazine: Social Economy
 
Aug1 pres2
Aug1 pres2Aug1 pres2
Aug1 pres2
 
Amplifying Storytelling in your Marketing Plan
Amplifying Storytelling in your Marketing PlanAmplifying Storytelling in your Marketing Plan
Amplifying Storytelling in your Marketing Plan
 
Venture capital and the great big Silicon Valley asshole game
Venture capital and the great big Silicon Valley asshole gameVenture capital and the great big Silicon Valley asshole game
Venture capital and the great big Silicon Valley asshole game
 
Marketing in the Era of Chaos
Marketing in the Era of ChaosMarketing in the Era of Chaos
Marketing in the Era of Chaos
 
High Ed Web Authenticity
High Ed Web AuthenticityHigh Ed Web Authenticity
High Ed Web Authenticity
 
The 2013 Non-Obvious Trend Report VISUAL EDITION: 15 Marketing Trends In 2013...
The 2013 Non-Obvious Trend Report VISUAL EDITION: 15 Marketing Trends In 2013...The 2013 Non-Obvious Trend Report VISUAL EDITION: 15 Marketing Trends In 2013...
The 2013 Non-Obvious Trend Report VISUAL EDITION: 15 Marketing Trends In 2013...
 

Similar to POETS AND QUANTS: HOW BRAND PEOPLE CAN LEARN TO LOVE BIG DATA

Tommortonsommatalkforslideshare 120222100707-phpapp01
Tommortonsommatalkforslideshare 120222100707-phpapp01Tommortonsommatalkforslideshare 120222100707-phpapp01
Tommortonsommatalkforslideshare 120222100707-phpapp01
Shaneysean
 
0915 omma data tom morton
0915 omma data tom morton0915 omma data tom morton
0915 omma data tom morton
MediaPost
 
Brand building in a digital world (Intro to Digital for Grads)
Brand building in a digital world (Intro to Digital for Grads)Brand building in a digital world (Intro to Digital for Grads)
Brand building in a digital world (Intro to Digital for Grads)
David Carr
 
Future of brands
Future of brandsFuture of brands
Future of brands
Principals
 
Working with Uncertainty
Working with UncertaintyWorking with Uncertainty
Working with Uncertainty
Paul McEnany
 
Coś zupełnie offline: badania etnograficzne są kluczem do skutecznego zaangaż...
Coś zupełnie offline: badania etnograficzne są kluczem do skutecznego zaangaż...Coś zupełnie offline: badania etnograficzne są kluczem do skutecznego zaangaż...
Coś zupełnie offline: badania etnograficzne są kluczem do skutecznego zaangaż...
Future Processing
 
The big stuff from SXSWi 2013 by iris worldwide
The big stuff from SXSWi 2013 by iris worldwideThe big stuff from SXSWi 2013 by iris worldwide
The big stuff from SXSWi 2013 by iris worldwide
Tim Clarke
 
AMA Symposium 2008
AMA Symposium 2008AMA Symposium 2008
AMA Symposium 2008
TargetX
 
The End of Normal: When Brands and Memes Collide
The End of Normal: When Brands and Memes CollideThe End of Normal: When Brands and Memes Collide
The End of Normal: When Brands and Memes Collide
Backslash
 
A few things you need to know about digital marketing
A few things you need to know about digital marketingA few things you need to know about digital marketing
A few things you need to know about digital marketing
Ana Andjelic
 
Sxsw tree slideshare
Sxsw tree slideshareSxsw tree slideshare
Sxsw tree slideshare
roscoe007
 
Cannes 2018: Six Takeaways from the Festival of Creativity
Cannes 2018: Six Takeaways from the Festival of CreativityCannes 2018: Six Takeaways from the Festival of Creativity
Cannes 2018: Six Takeaways from the Festival of Creativity
Havas Media
 
Cannes 2018: Six Takeaways from the Festival of Creativity
Cannes 2018: Six Takeaways from the Festival of CreativityCannes 2018: Six Takeaways from the Festival of Creativity
Cannes 2018: Six Takeaways from the Festival of Creativity
Havas
 
From Profit to Purpose
From Profit to PurposeFrom Profit to Purpose
From Profit to Purpose
Raimo Van Der Klein
 
Liberty & Co Cannes Lions Festival of Creativity - Top 5 Trends 2014
Liberty & Co Cannes Lions Festival of Creativity - Top 5 Trends 2014Liberty & Co Cannes Lions Festival of Creativity - Top 5 Trends 2014
Liberty & Co Cannes Lions Festival of Creativity - Top 5 Trends 2014
Shannon Lewis
 
Mindshare@Cannes Lions 2017: Looking at the Trends and Work
Mindshare@Cannes Lions 2017: Looking at the Trends and WorkMindshare@Cannes Lions 2017: Looking at the Trends and Work
Mindshare@Cannes Lions 2017: Looking at the Trends and Work
Mindshare North America
 
What's Next: Nudgestock 2019 in 60 minutes
What's Next: Nudgestock 2019 in 60 minutesWhat's Next: Nudgestock 2019 in 60 minutes
What's Next: Nudgestock 2019 in 60 minutes
Ogilvy Consulting
 
Location Matters
Location MattersLocation Matters
Location Matters
Paul McEnany
 
What We've Learned So Far
What We've Learned So FarWhat We've Learned So Far
What We've Learned So Far
OgilvyOne Worldwide
 
OgilvyOne World`s Greatest Sales Person Contest 2010
OgilvyOne World`s Greatest Sales Person Contest 2010OgilvyOne World`s Greatest Sales Person Contest 2010
OgilvyOne World`s Greatest Sales Person Contest 2010
Synergia
 

Similar to POETS AND QUANTS: HOW BRAND PEOPLE CAN LEARN TO LOVE BIG DATA (20)

Tommortonsommatalkforslideshare 120222100707-phpapp01
Tommortonsommatalkforslideshare 120222100707-phpapp01Tommortonsommatalkforslideshare 120222100707-phpapp01
Tommortonsommatalkforslideshare 120222100707-phpapp01
 
0915 omma data tom morton
0915 omma data tom morton0915 omma data tom morton
0915 omma data tom morton
 
Brand building in a digital world (Intro to Digital for Grads)
Brand building in a digital world (Intro to Digital for Grads)Brand building in a digital world (Intro to Digital for Grads)
Brand building in a digital world (Intro to Digital for Grads)
 
Future of brands
Future of brandsFuture of brands
Future of brands
 
Working with Uncertainty
Working with UncertaintyWorking with Uncertainty
Working with Uncertainty
 
Coś zupełnie offline: badania etnograficzne są kluczem do skutecznego zaangaż...
Coś zupełnie offline: badania etnograficzne są kluczem do skutecznego zaangaż...Coś zupełnie offline: badania etnograficzne są kluczem do skutecznego zaangaż...
Coś zupełnie offline: badania etnograficzne są kluczem do skutecznego zaangaż...
 
The big stuff from SXSWi 2013 by iris worldwide
The big stuff from SXSWi 2013 by iris worldwideThe big stuff from SXSWi 2013 by iris worldwide
The big stuff from SXSWi 2013 by iris worldwide
 
AMA Symposium 2008
AMA Symposium 2008AMA Symposium 2008
AMA Symposium 2008
 
The End of Normal: When Brands and Memes Collide
The End of Normal: When Brands and Memes CollideThe End of Normal: When Brands and Memes Collide
The End of Normal: When Brands and Memes Collide
 
A few things you need to know about digital marketing
A few things you need to know about digital marketingA few things you need to know about digital marketing
A few things you need to know about digital marketing
 
Sxsw tree slideshare
Sxsw tree slideshareSxsw tree slideshare
Sxsw tree slideshare
 
Cannes 2018: Six Takeaways from the Festival of Creativity
Cannes 2018: Six Takeaways from the Festival of CreativityCannes 2018: Six Takeaways from the Festival of Creativity
Cannes 2018: Six Takeaways from the Festival of Creativity
 
Cannes 2018: Six Takeaways from the Festival of Creativity
Cannes 2018: Six Takeaways from the Festival of CreativityCannes 2018: Six Takeaways from the Festival of Creativity
Cannes 2018: Six Takeaways from the Festival of Creativity
 
From Profit to Purpose
From Profit to PurposeFrom Profit to Purpose
From Profit to Purpose
 
Liberty & Co Cannes Lions Festival of Creativity - Top 5 Trends 2014
Liberty & Co Cannes Lions Festival of Creativity - Top 5 Trends 2014Liberty & Co Cannes Lions Festival of Creativity - Top 5 Trends 2014
Liberty & Co Cannes Lions Festival of Creativity - Top 5 Trends 2014
 
Mindshare@Cannes Lions 2017: Looking at the Trends and Work
Mindshare@Cannes Lions 2017: Looking at the Trends and WorkMindshare@Cannes Lions 2017: Looking at the Trends and Work
Mindshare@Cannes Lions 2017: Looking at the Trends and Work
 
What's Next: Nudgestock 2019 in 60 minutes
What's Next: Nudgestock 2019 in 60 minutesWhat's Next: Nudgestock 2019 in 60 minutes
What's Next: Nudgestock 2019 in 60 minutes
 
Location Matters
Location MattersLocation Matters
Location Matters
 
What We've Learned So Far
What We've Learned So FarWhat We've Learned So Far
What We've Learned So Far
 
OgilvyOne World`s Greatest Sales Person Contest 2010
OgilvyOne World`s Greatest Sales Person Contest 2010OgilvyOne World`s Greatest Sales Person Contest 2010
OgilvyOne World`s Greatest Sales Person Contest 2010
 

Recently uploaded

Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
IPLTech Electric
 
Digital Transformation Frameworks: Driving Digital Excellence
Digital Transformation Frameworks: Driving Digital ExcellenceDigital Transformation Frameworks: Driving Digital Excellence
Digital Transformation Frameworks: Driving Digital Excellence
Operational Excellence Consulting
 
Kirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip GEM Royalty TNR Gold Copper PresentationKirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdfRegistered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
dazzjoker
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Virtual Leadership and the managing work
Virtual Leadership and the managing workVirtual Leadership and the managing work
Virtual Leadership and the managing work
IruniUshara1
 
Pro Tips for Effortless Contract Management
Pro Tips for Effortless Contract ManagementPro Tips for Effortless Contract Management
Pro Tips for Effortless Contract Management
Eternity Paralegal Services
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
GKohler - Retail Scavenger Hunt Presentation
GKohler - Retail Scavenger Hunt PresentationGKohler - Retail Scavenger Hunt Presentation
GKohler - Retail Scavenger Hunt Presentation
GraceKohler1
 
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women MagazineEllen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
CIOWomenMagazine
 
Discover the Beauty and Functionality of The Expert Remodeling Service
Discover the Beauty and Functionality of The Expert Remodeling ServiceDiscover the Beauty and Functionality of The Expert Remodeling Service
Discover the Beauty and Functionality of The Expert Remodeling Service
obriengroupinc04
 
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...
BBPMedia1
 
Science Around Us Module 2 Matter Around Us
Science Around Us Module 2 Matter Around UsScience Around Us Module 2 Matter Around Us
Science Around Us Module 2 Matter Around Us
PennapaKeavsiri
 
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Niswey
 
Efficient PHP Development Solutions for Dynamic Web Applications
Efficient PHP Development Solutions for Dynamic Web ApplicationsEfficient PHP Development Solutions for Dynamic Web Applications
Efficient PHP Development Solutions for Dynamic Web Applications
Harwinder Singh
 
The Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac SignThe Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac Sign
my Pandit
 
8328958814KALYAN MATKA | MATKA RESULT | KALYAN
8328958814KALYAN MATKA | MATKA RESULT | KALYAN8328958814KALYAN MATKA | MATKA RESULT | KALYAN
8328958814KALYAN MATKA | MATKA RESULT | KALYAN
➑➌➋➑➒➎➑➑➊➍
 
1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf
1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf
1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf
ISONIKELtd
 
list of states and organizations .pdf
list of  states  and  organizations .pdflist of  states  and  organizations .pdf
list of states and organizations .pdf
Rbc Rbcua
 

Recently uploaded (20)

Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
 
Digital Transformation Frameworks: Driving Digital Excellence
Digital Transformation Frameworks: Driving Digital ExcellenceDigital Transformation Frameworks: Driving Digital Excellence
Digital Transformation Frameworks: Driving Digital Excellence
 
Kirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip GEM Royalty TNR Gold Copper PresentationKirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip GEM Royalty TNR Gold Copper Presentation
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdfRegistered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Virtual Leadership and the managing work
Virtual Leadership and the managing workVirtual Leadership and the managing work
Virtual Leadership and the managing work
 
Pro Tips for Effortless Contract Management
Pro Tips for Effortless Contract ManagementPro Tips for Effortless Contract Management
Pro Tips for Effortless Contract Management
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
GKohler - Retail Scavenger Hunt Presentation
GKohler - Retail Scavenger Hunt PresentationGKohler - Retail Scavenger Hunt Presentation
GKohler - Retail Scavenger Hunt Presentation
 
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women MagazineEllen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
 
Discover the Beauty and Functionality of The Expert Remodeling Service
Discover the Beauty and Functionality of The Expert Remodeling ServiceDiscover the Beauty and Functionality of The Expert Remodeling Service
Discover the Beauty and Functionality of The Expert Remodeling Service
 
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...
 
Science Around Us Module 2 Matter Around Us
Science Around Us Module 2 Matter Around UsScience Around Us Module 2 Matter Around Us
Science Around Us Module 2 Matter Around Us
 
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
 
Efficient PHP Development Solutions for Dynamic Web Applications
Efficient PHP Development Solutions for Dynamic Web ApplicationsEfficient PHP Development Solutions for Dynamic Web Applications
Efficient PHP Development Solutions for Dynamic Web Applications
 
The Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac SignThe Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac Sign
 
8328958814KALYAN MATKA | MATKA RESULT | KALYAN
8328958814KALYAN MATKA | MATKA RESULT | KALYAN8328958814KALYAN MATKA | MATKA RESULT | KALYAN
8328958814KALYAN MATKA | MATKA RESULT | KALYAN
 
1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf
1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf
1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf
 
list of states and organizations .pdf
list of  states  and  organizations .pdflist of  states  and  organizations .pdf
list of states and organizations .pdf
 

POETS AND QUANTS: HOW BRAND PEOPLE CAN LEARN TO LOVE BIG DATA

  • 1. 22nd February 2012 POETS AND QUANTS HOW BRAND PEOPLE CAN LEARN TO LOVE BIG DATA Tom Morton, chief strategy officer, Euro RSCG NY @TOMMORTON @EURORSCGNY
  • 2.
  • 4. “Market and technology factors are the In 2010, people two most powerful external forces generated 800BN GB affecting your organization today. of data The four biggest challenges you identified were the explosion of data, social media, the proliferation of channels and devices, A MacBook Air of shifting consumer demographics.” data for every person on earth McKinsey estimates that the US workforce needs 1.5m data- literate managers to cope with this explosion
  • 6.
  • 7. “Everyone is coming to the same place, trying to find the sweet spot between tech, creative and data. "The largest brands in the world were getting incomplete solutions from their myriad vendors. Clients, in my view, are finding it more credible to reach into marketing from technology rather than the other way around.” Glen Hartman & Brian Whipple, Accenture Interactive
  • 8. “The Old Spice campaign was a wildly expensive manual execution. When you ask, „How do you do that at scale on an ongoing basis?' the room gets quiet.” Glen Hartman, Accenture Interactive
  • 9. Les Binet Gareth Kay Sarita Bhatt european director chief strategy officer MD, digital planning DDB Matrix Goodby Silverstein Euro RSCG NY William Charnock Paul Matheson Marc Blanchard chief strategy officer chief strategy officer creative director RG/A New York BBDO North America Euro RSCG 4D Jess Greenwood Suzanne Powers Matt Blasco US editor global strategy officer MD, analytics Contagious Magazine Crispin, Porter + Bogusky Euro RSCG NY Richard Huntington Rory Sutherland Richard Notarianni chief strategy officer former president executive director Saatchi & Saatchi UK IPA Euro RSCG NY HOW ARE CREATIVE INDUSTRY LEADERS RESPONDING?
  • 10. THERE’S STILL A PLACE FOR POETS
  • 11. ATTENTION POETS: THERE’S NO OPT-OUT FROM BIG DATA
  • 12. “This is a wholly artificial division that if we don't stop is going to get out of control. It will be a disaster for strategic planning in particular: allowing some planners to exempt themselves from the data they can't be bothered to investigate, and allowing other people to think that they are a strategist though they haven't a brand strategy or creative bone in their body.” Richard Huntington, Saatchi & Saatchi
  • 13. ONCE UPON A TIME, POETS AND QUANTS LIVED IN HARMONY
  • 14. "The account planner is that member of the agency's team who is the expert at working with information and getting it used - not just marketing research but all the information available to help solve the client's advertising problems.” Stanley Pollitt
  • 15. THE MORE THE INDUSTRY SEPARATES DATA FROM CREATIVE DEVELOPMENT THE LESS OPPORTUNITY THEY HAVE TO INFLUENCE EACH OTHER
  • 16. DATA VISUALIZATION IS THE GATEWAY DRUG
  • 17. Someone does a TED talk Russell Davies interprets it A cool Swedish agency on a subject for the creative industry does something with it THE CREATIVE INDUSTRY ADOPTION CURVE
  • 18.
  • 19. OUR AMBITIONS NEED TO BE HIGHER THAN BETTER GRAPHS
  • 20. BIG DATA IS TELLING US THE TRUTH ABOUT HOW BRANDS GROW (AND IT’S WHAT THE POETS BELIEVED ALL ALONG…)
  • 21. Audiences don’t see rational differences and RTBs between brands Brand growth is due to penetration growth Promotions don’t grow brands Communication is low involvement Emotion and memories are the most powerful way to communicate
  • 22. A MORE LATERAL, HUMAN APPROACH TO BIG DATA IS YIELDING A MORE INSIGHTFUL PICTURE OF HOW PEOPLE BEHAVE
  • 23. Atlantic City Foxwoods & Mohegan Sun (Combined Properties) 69% 68% EXAMPLE: UNDERSTANDING THE ATLANTIC CITY AUDIENCE
  • 24. AT FIRST GLANCE: NO COMMON GROUND?
  • 25. SPOTTING THE SHARED TRAJECTORY THEY’RE PURSUING THEIR GENERATION’S DISTINCT VERSION OF “THE GOOD LIFE” THEY’RE ALL DOING WELL AND LOOKING FOR RECOGNITION AND REWARD Rising Young Singles Established Gen X Super Elites Booming Boomers Active Seniors Families Drive new cars Rely on mobile Expensive toys (sail boats, Like driving luxury autos technology Pay “anything” for tech jet ski, kayak, water ski, and buying antiques Strive to keep things they want snowboard,) simple and stay Eat junk food but Active, fit, in-motion healthy prefer gourmet Active, fit, playful Super fit, high energy Power boats, golf and Understand and value sports-people Buy same stuff as Buy stuff they see in gardens the idea of duty celebrities shows and movies Are the people you see in Like to look Dress conservatively movies Like to make unique Like to stand out in a conservative and look and read the fine print fashion statements crowd Like to do yoga and for style that stood test Can’t say no to their weight train of time kids Love shopping in new Love shopping for stores clothes Everything they wear is Financially secure, time Good at managing best quality vs. Money their money Getting to top of their Money is the symbol of careers success Crave recognition of their success
  • 26. BIG DATA STILL NEEDS BIG INTERPRETERS
  • 27.
  • 28. DATA IS A RAW MATERIAL FOR CREATIVITY
  • 30. 120 DATA FIELDS IN EVERY TRANSACTION WHAT COULD YOU MAKE WITH THEM?
  • 31. NIKE FUEL: CREATED FROM DATA + CREATING DATA
  • 32. BUDDY: CREATING SOCIAL GOOD THROUGH BIG DATA
  • 33. FROM OPTIMIZING AT THE END OF THE PROCESS TO INSPIRING AT THE START OF THE PROCESS
  • 34. THE POETS’ APPROACH TO BIG DATA
  • 35. Creative use of data, leading to more inspiration at the beginning of the development process Mashing the behavioral, transactional, social and attitudinal data surrounding today's brands. Applying deep rigor and discipline to highly speculative leaps of faith. DATA JACKING DATA NARRATING DATA FUELLING
  • 36. You can’t let big data do the talking without an intelligent psychological model to work with. Time for Poets to put themselves forward as interpreters. DATA JACKING DATA NARRATING DATA FUELLING
  • 37. Data offered upfront as raw material for creativity. Here are the data fields we collect about customers: what could you create from them? DATA JACKING DATA NARRATING DATA FUELLING
  • 38. “Journalists need to treat data as a character in one of their news stories. Data‟s just a source. You need to knock on the door and ask the data if it has a story to tell.” Aron Pilhofer, New York Times
  • 39. A HUMAN, LATERAL APPROACH TO PSYCHOLOGY CREATED QUAL RESEATCH A GENERATION AGO A HUMAN, LATERAL APPROACH TO BIG DATA COULD CREATE A NEW PRACTICE TODAY

Editor's Notes

  1.  Last month Ad Age reported how Deloitte and Accenture had entered the marketing services business. I’ll quote from the article 
  2.  
  3. And I wanted to understand just how the creative industry was responding to the rise of big data. I spoke to many of the creative industries leading practitioners.  Big data, meet Big Qual People working everywhere from the biggest advertising agencies to the biggest digital agencies; from people working directly with data to creatives working with the consequences.  What unites them, poets, quants, poets turned quants, is excitement about the possibility of big data. So what I have for you is some wisdom and insight from across the industry. The personal opinions and the hang-ups are, of course, mine.
  4. What comes out of the conversation is this. There’s still a place for poets in Big Data I’m here to tell my fellow Poets to get involved.  I’m here as a relative outsider, appealing to be an insider.I’m here to suggest that the rise of Big Data creates a whole new set of opportunities for the Poets of the industry And I’m here to suggest, respectfully, to my Quant cousins, that Big Data will fulfil even more of its promise to grow businesses and improve the quality of people’s lives if we apply a Poet’s approach to it.
  5. The first message 
  6.  
  7.  
  8.  I want to call out Professor Byron Sharp here. He’s an Australian academic who has been looking at immense volumes of consumer panel data from categories and countries around the world. He’s amassed enough data points to observe some universal truths abut how brands grow. And here’s the prize. The truth turns out to be a lot closer to the broad, emotional view of the Poets than the mechanical levers that some marketers believed they could pull. It turns out that people don’t see the particular rational differences and reasons to believe that are meant to distinguish brands. It turns out that brand growth and share growth are all down to penetration That most promotions target existing users and fail to grow the brand That audiences decode communications from brands in a low involvement way, where emotion and tapping in to people’s memories is the most effective approach. Big data is confirming many of the truths that the Poets of the industry held to. This will be just the beginning. The more we mine big data, the more truths we’ll see about how people buy brands – what’s a human truth versus what’s a marketer’s myth.  This will be incredibly liberating for the Poets of the industry.
  9.  
  10.  
  11.