The document discusses the importance of data and making informed decisions based on evidence. It notes that patterns and relationships within data can provide insights but that data needs to be clean and organized within a solid database structure. It also emphasizes considering different data sources and perspectives, as well as adapting to understand customer behavior more fully based on measurable behaviors rather than just explicit responses. The goal is to use data insights to best target the right audiences with the right messages through the right channels.

1. Regarding data PechaKucha HooYoo

2. Decisions decisions... 2 Make informed logical decisions using evidence and/or experience

3. Interesting 3 Interpreted in the right way, the most mundane data becomes interesting and insightful

4. Relevance 4 But there’s so much data out there we have to prioritise and determine what is important

5. Patterns 5 Patterns and anomalies are key to identifying important situations and behaviours

6. Sources 6 Be aware of different sources that can yield different opinions and results

7. Structure 7 Relationships between data provides the foundation to construct a flexible and strong database structure to best manage the data

8. Solidity 8 Clean data and a solid database platform creates efficiencies that let you concentrate on effectiveness to pull more value from the data

9. Empathy 9 The first step in deciding who to target...

10. Test 10 Because you want to learn and get better right?

11. Listening 11 Don’t just shout like an obnoxious drunkard, have a conversation to find out more

12. Segmentation 12 Because everyone is different and needs to be treated accordingly

13. Evolution 13 But there’s more to data in marketing than just analysing demographic and transaction information now

14. Behaviour 14 Body language and how you say something... Isn’t that more meaningful than the words actually said?

15. The next destination 15 Behavioural data is data’s “body language” and there’s increasingly more available as more internet technologies appear

16. Understand & adapt 16 Because now we understand more, not just what is bought or an explicit response, but how actual behaviour that can be measured.

17. Blinkered 17 But don’t just concentrate on the customers and prospects, how is the economic environment? What are the competition doing etc.

18. Really? 18 Data and information not only tells us who to target, but how – real insight can contribute to great creative

19. Creativity 19 When data and creative come together beautiful things can happen as shown by Radiohead’s House of Cards music video

20. Truth? 20 “οἶδα οὐκ εἰδώς, oídaoukeidós” “I know that I know nothing” - Socrates Although we may never know the complete truth, the desire for greater understanding is what drives progress

21. 21 Append & enhance data Campaign & Program Analysis Advanced Data Quality Customer/Global Data Mgmt Key Performance Indicators Relevant MarketingData mart Collect & Manage Customer Data Leverage Data for Planning Data mining Integrated Customer Database Segmentation Modeling Touch pointdata Plan & Stay Connected Strategic Roadmap Confidence Right Audience Right Message Right Frequency Right Channel Continuity Marketing Plan This is the power that data can give to marketing

22. End Thanks 22

23. Credits 20x20 Art 17 (Sondra Arkin) Data T-Shirt Cafepress US Day NY Times Constellation Astronomy School League Table Sunday Times Trinity College Candida Hofer Spider’s web Wikipedia Redwood eHow What Women Want imdb Test Aids Vancouver Cut Copy Unheardmusic Archetypes Royal Society of Planning Career Evolution noquedanblogs Body Language Slouching Towards Bushwick Star Guitar AllDJ Heat Map Propellernet Blinkered Fishing4fun Rolls Royce Creative Riff House of Cards Radiohead I know that I know nothing Wikipedia 23