Despite our best intentions, as marketers we often work in silos – doing everything we can with what we have, but often failing to take a step back and look for other sources of data and insight that could add new light to the issue we are working on. In this short presentation, I’ll talk about how the data landscape has changed, highlight some interesting sources and uses of data, and talk about how we need to think broadly in terms of data, technology, and marketing activity if we are going to deliver truly relevant campaigns

1. CONFIDENTIAL

2. CONFIDENTIAL
ARE YOU SEEING THE
WHOLE
ELEPHANT?

3. CONFIDENTIAL
“And so these men of Indostan
Disputed loud and long,
Each in his own opinion
Exceeding stiff and strong.
Though each was partly in the right,
They all were in the wrong!”
The Blind Men and the Elephant
John Godfrey Saxe, 1872

4. CONFIDENTIAL
HALF THE TRUTH IS OFTEN A
GREAT LIEBenjamin Franklin

5. CONFIDENTIAL
AND IT IS DRIVING ME CRAZY!

6. CONFIDENTIAL
UNLESS WE CONSCIOUSLY CHALLENGE THE
INFORMATION WE ARE PRESENTED WITH,
DESPITE OUR BEST INTENTIONS WE OFTEN DRAW
INACCURATE CONCLUSIONS

7. CONFIDENTIAL
AS MARKETERS OUR JOB IS TO UNDERSTAND OUR CUSTOMERS AND
HOW THEY INTERACT WITH OUR BRANDS

8. CONFIDENTIAL
BUT SOMETIMES WE GET IT WRONG: COMMON MISTAKES
Confirmation
Bias
Sample Bias
Asking the
wrong
question
Silo
mentality
Lack of
controls
Channel
before
strategy
Spurious
Correlations
Lack of data
knowledge
Laziness

9. CONFIDENTIAL
BUT SOMETIMES WE GET IT WRONG: COMMON MISTAKES
Confirma
tion Bias
Sample
Bias
Asking
the
wrong
question
Silo
mentalit
y
Lack of
controls
Channel
before
strategy
Spurious
Correlati
ons
Lack of
data
knowled
ge
e.g. “My brand is definitely upmarket”
e.g. Campaign response and campaign
profitability are not the same…
e.g. Correlation doesn’t necessarily mean
causation
e.g. Think customer/communications
strategy, not channel strategy
e.g. ignorance of full campaign process or
of wider market trends
e.g. unable to easily access or interrogate
customer, media or market level data
e.g. self selecting pool of respondents to a
piece of research or survey
Laziness AARRGGHH!
e.g. no ability to prove whether or not the
thing you are measuring would have
happened without marketing activity

10. CONFIDENTIALCONFIDENTIAL
LACK OF DATA SHOULD
NOT BE AN EXCUSE

11. CONFIDENTIAL
THE CHANGING
DATA LANDSCAPE

12. CONFIDENTIAL
DEVELOPMENT OF DATA DRIVEN INSIGHT
LAYERS OF DIFFERENT DATA BUILDING TOWARDS A MORE COMPLETE VIEW
1955 201719851965 1975 1995 2005
Claimed & Demographic Data Actual and Behavioural Data
NRS Social Grade
A Upper Middle Class - Higher managerial, professional
B Middle Class - Mid managerial, professional
C1 Lower Middle Class - Supervisory/clerical, jnr. management
C2 Skilled working Class - Skilled manual workers
D Working Class - Semi/unskilled
E Non-working - Casual workers, pensioners, welfare state
“You are what job you are (or not)
paid to do”

13. CONFIDENTIAL
DEVELOPMENT OF DATA DRIVEN INSIGHT
LAYERS OF DIFFERENT DATA BUILDING TOWARDS A MORE COMPLETE VIEW
1955 201719851965 1975 1995 2005
Claimed & Demographic Data Actual and Behavioural Data
Market & Media Surveying
TGI - BMRB
Panel surveys using representative data samples. Questions covering
consumer attitudes, motivations, media habits and purchase behaviour
“You are what they say you are”

14. CONFIDENTIAL
DEVELOPMENT OF DATA DRIVEN INSIGHT
LAYERS OF DIFFERENT DATA BUILDING TOWARDS A MORE COMPLETE VIEW
1955 201719851965 1975 1995 2005
Claimed & Demographic Data Actual and Behavioural Data
Geodemographic Classifications
ACORN
Mosaic
Utilising population behaviour and social data to classify households,
postcodes and neighbourhoods
(n.b. from 2014, ACORN has been built using a Census independent
process)
“You are where you live”

15. CONFIDENTIAL
DEVELOPMENT OF DATA DRIVEN INSIGHT
LAYERS OF DATA BUILDING TOWARDS A MORE COMPLETE VIEW
1955 201719851965 1975 1995 2005
Claimed & Demographic Data Actual and Behavioural Data
Lifestyle Lists
NDL, ICD
Guarantee forms
Holiday questionnaires
“You are what you say you are”

16. CONFIDENTIAL
DEVELOPMENT OF DATA DRIVEN INSIGHT
LAYERS OF DATA BUILDING TOWARDS A MORE COMPLETE VIEW
1955 201719851965 1975 1995 2005
Claimed & Demographic Data Actual and Behavioural Data
Customer Data ‘revolution’
Tesco & transaction based loyalty programmes
Amazon
Visa
Individual level analysis of all transactions –
each item in the basket builds a picture of the
individual
“You are what you buy”

17. CONFIDENTIAL
DEVELOPMENT OF DATA DRIVEN INSIGHT
LAYERS OF DATA BUILDING TOWARDS A MORE COMPLETE VIEW
1955 201719851965 1975 1995 2005
Claimed & Demographic Data Actual and Behavioural Data
Contextual data
Digital footprint
Social media
Browsing behaviour
Mobile
IoT
Rapid advance of the sharing society and
accompanying technological developments
“You are what you do and are passionate
about”

18. CONFIDENTIAL
FIRST PARTY DATA ENABLES CONNECTED INSIGHTS
EACH HAS VALUE IN ISOLATION BUT TOGETHER THEY ARE HUGELY POWERFUL
“You are what job you are
(or not) paid to do”
NRS
“You are what they
say you are”
TGI
“You are where
you live”
Geodemographics
“You are what you
say you are”
Lifestyle lists
“You are what you
buy”
Loyalty/transactional
data
“You are what you do / are
passionate about”
‘Big’ Data
Site Analytics
Behavioural data
“You are how you live”
IoT
“You are what’s
happening right
now!”
Contextual Data

19. CONFIDENTIAL
THERE ARE MULTIPLE WAYS TO ACTIVATE THIS DATA
ALWAYS ON AND AD-HOC ACTIVITY
• Programmatic media
• CRM Retargeting
• CRM Communications
• Site Personalisation & CRO
• SEO
• Prioritise content and channel
with audience insight
TRANSACTIONS
SEGMENTS
RESEARCH
RESPONSE &
INTENT
BEHAVIOUR

20. CONFIDENTIAL
BABY AND FAMILY LED MARKETING
AN EDITORIAL CALENDAR THAT DEMANDS RICH DATA!
The blue line
1st, 2nd, 3rd
Trimesters
(40 weeks of
content!)
Birth
(Timeline Indicative Only)
Midwife/
antenatal
Immunisations
“I’m on my
own” –no
more midwife
& end of
paternity
Weaning &
solid foods
On the move –
crawling
End of maternity
leave
Baby starts to
communicate
On the move -
walking
Choosing a
name
Physical
Dev.
Lifestyle
changes
Financia
l impact
Social
impact
HOPES
DREAMS
EMOTIONS
FEARS
BABY CLUB
A place for support, info
and community during
an exciting and
overwhelming stage of
life

21. CONFIDENTIAL
Due date
Family composition
Location
Geodemographics
Digital profile
Interests & Attitudes
Purchase History
Predictive Scores
Personality Profile
Search Data
Content engagement
Live contextual
The anchor point for communications – both pre and post birth
To personalise communications, 1st
baby needs different info to 2nd
/3rd
etc
To personalise communications and identify local support
To personalise communications, infer income levels, family composition
Understand wider attitudes and digital footprint
To help prioritise information (linked to stage of pregnancy)
Product affinities, history, volume, velocity - useful for segmentation
Better predict product and content that is most relevant
To help tailor copy and content
Tailor content, deliver simple solutions to stressful moments, contextual targeting
Contextual content, data & profile enrichment
Content based on time, location
Collected on sign up to CRM programme
Collected on sign up to CRM programme or inferred
Collected on sign up to CRM programme or inferred
Matching CRM data to third party data
Tagging (e.g. Media IQ) and links to CRM data
Inferred from comms interaction and collected on sign up
Promotional redemption/coupon download
Mix of stated information and inferred/modelled data
Mix of social data, pre-built profiles (e.g. IBM Watson) and
1st
party CRM
Search analytics
Email/site content tagging
Context tracking/deployment (e.g. Moveable ink)
DATA TYPE PURPOSE SOURCE
CRITICAL DATA IN DELIVERING A PERSONALISED PROGRAMME
MIXING STATED, INFERRED AND MODELLED DATA

22. CONFIDENTIAL
BUT DRINKING
FROM THE
FIREHOSE CAN
BE DIFFICULT…
…IF YOU CAN EVEN
FIND THE HOSE!

23. CONFIDENTIAL
2) Make use of the
wealth of free
resources that are
out there
1) Utilise existing
touchpoints to
develop richer
customer insight
MAKE PRAGMATIC USE OF WHAT YOU HAVE EASY ACCESS TO

24. CONFIDENTIAL
UTILISE EXISTING
TOUCHPOINTS

25. CONFIDENTIAL
DATA DOES NOT HAVE TO BE EXPENSIVE

26. CONFIDENTIAL
IF CONTENT IS KING, CONTEXT IS QUEEN
DATA AND CONTEXT PROVIDE RICH PICKINGS FOR CONTENT AND OFFER

27. CONFIDENTIALCONFIDENTIAL
FIND DATA EVERYWHERE
WHAT EXISTS IN THE BUSINESS?
It’s not just what you have, it is what you could have
with a bit of work…
Be pragmatic about what you can
use. Be inventive about what you
can derive

28. CONFIDENTIAL
MAKE USE OF WHAT IS
FREE

29. CONFIDENTIAL
MACRO LEVEL
DATA AND STATISTICS
Data.gov.uk
(https://data.gov.uk/)
Office for National Statistics
(https://www.ons.gov.uk)
Eurostat (EU)
(http://ec.europa.eu/Eurostat)
Knoema (global)
(https://knoema.com/)
Tonnes of macro-economic statistics and
downloadable data (some with API connections)

30. CONFIDENTIAL
MEDIA LEVEL
USEFUL CONTEXTUAL INFORMATION
OFCOM
(https://www.ofcom.org.uk/research-and-data)
Comscore
(http://www.comscore.com/Insights/)
Thinkbox
(https://www.thinkbox.tv/Research)
Internet Advertising Bureau
(https://iabuk.net/)
Very useful insights across all media channels –
easily digestible with lots of “Nickable Charts”

31. CONFIDENTIAL
BRAND/SITE LEVEL – SITE, SEARCH & CONTENT IDEAS
Answer the Public
(www.answerthepublic.com)
Built With
(https://builtwith.com/)
Google Keyword Planner
(http://adwords.google.com/keywordplanner)
Similar Web
(https://www.similarweb.com/)
Woorank
(https://www.woorank.com/)
Lots of useful SEO & Keyword tools (I’m sure this audience
has loads more to add..!)

32. CONFIDENTIAL
BRAND/SOCIAL – SOCIAL ANALYTICS
Buffer
(https://buffer.com/)
Followerwonk
(https://moz.com/followerwonk/analyze)
Cyfe
(http://www.cyfe.com/)
Keyhole
(http://keyhole.co/)
IBM Watson Personality Insights
(https://personality-insights-livedemo.mybluemix.net/)

33. CONFIDENTIAL
CUSTOMER LEVEL – PROFILING, GEODEMOGRAPHICS
YouGov Lite
(https://yougov.co.uk/profileslite#/)
Global Web Index
(http://blog.globalwebindex.net/)
ACORN
(http://acorn.caci.co.uk)
Alexa (7 day trial)
(http://www.alexa.com/)
Fun profiling tools that can give you quick insights in to the geodemographics
and media habits of consumers of specific brands or site visitors

34. CONFIDENTIAL
DATA VISUALISATION
n.b. be aware of GDPR implications of cloud hosted data
Tableau Public (https://public.tableau.com/en-us/s/)
Qlik Sense (http://www.qlik.com/us/products/qlik-sense/desktop)
Google Data Studio (https://www.google.com/analytics/data-studio/)
Datawrapper (https://www.datawrapper.de/)
Canva (https://www.canva.com/)
A couple of free tools from the big two of data vis (Tableau & Qlik View) as well
as some other options (I love Canva!)

35. CONFIDENTIAL
1) Challenge everything
2) Gain as much contextual information and data as possible
3) Create your own data, derive your own insight
4) If budgets are tight, utilise the freebies that exist
5) Deploy these insights to enrich the customer journey
6) Take the harder path (don’t be lazy!)
SEEING THE WHOLE ELEPHANT

36. CONFIDENTIAL
THANK YOU
Let me know of your
favourite sources of data
and insight: @herd6