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The Golden Insight: Leveraging the
Power of Data to Build Businesses &
Transform Brands
How do we create solutions that
bring value to the target
audience we are trying to reach?
Sherlock Holmes




“Data! Data! Data!
    
    I can’t make bricks
    without clay.”
Why is Data Important?


   GOOD QUALITY DATA
    -  Supplies objective information

   -  Builds valuable and meaningful solutions

    BAD QUALITY DATA
    -  Builds on assumptions
    -  Builds shortsighted solutions
    -  Sometimes it may not be even the right solution!
Building On
Sand 
vs. Building on
Rock
Sherlock Holmes, once again.


              “It is a capital mistake to
               theorise before one has

              data. 
               
               Insensibly one begins to
               twist facts to suit
               theories, instead of
               theories to suit facts.”
Scientific Way of Looking At It

   Identify/Define the Question/
                Topic

                  
      Hypothesis/Idea-forming

                  
    Research (gathering, planning,
             collecting)
                   
      Organise and analyse the
          data, interpreting
                   
          Form conclusion
                                     Source:	
  h*p://depts.washington.edu/rural/RURAL/design/
                                                                                scimethod.html	
  
VLT Way of Looking At It

                 Identifying the problem

                            
               Identifying the parameters
                             
                        Hypothesis
                             
      Research (gathering, planning, collecting)
                             
     Organise and analyse the data, interpreting
                             
    Identify the key insights, the gap (The Golden
                          Insight)
                             
                    Create solutions
Case Study: Pet Food Brand A

 Brief:
The


The client wants to build their market

share through digital channels that may
also overflow to on-ground initiatives.
Case Study: Pet Food Brand A

Identifying & Defining Parameters:


Market landscape, competitive analysis


Current rules of engagement

Current consumer behavior
Case Study: Pet Food Brand A

Hypothesis:


Pet owners in Malaysia have no

comprehensive resources.
Case Study: Pet Food Brand A

 Research:

   
    Market research – observation, secondary

   research
    
    Interviews with pet owners, pet shop owners, pet
    groomers, breeders, etc.
    
    Observation of behaviour online and offline
Case Study: Pet Food Brand A

 Research & the Consumer Journey:
  

                                              network


     sources
          conversations



     Pre-buying
                Buying
                Post-buying



                                          platforms
                   tools
Case Study: Pet Food Brand A

          Data Analysis:
           

          Identify competitors and what product offerings
           they currently have or do not have.


          
           How can Brand A take advantage?
           
           Find out the current rules of engagement that
           brands are utilising, both online and offline.
           
           E.g. events, workshops, online communities
           (forums, FB pages), partnerships, etc.
Case Study: Pet Food Brand A

          EMOTIONS

   motivations
   culture
          stories
   triggers


          BEHAVIOURAL
             TRUTH
Case Study: Pet Food Brand A




    Data
   common       countercheck
             patterns
   with parameters
Case Study: Pet Food Brand A

Identifying the Golden Insight:


Commonalities found:



-  Not enough information on pet
care, starting from pre-buying to
post-buying.

-  Too much dated information
without proper expert validation, e.g.
forums
Case Study: Pet Food Brand A

Identifying the Golden Insight:


Insights:



-  Pet owners, breeders, and pet
lovers alike believe that pets need to
be treated as family

-  Animals need to be treated well
(Malaysians need to be educated)

-  More locations should be pet-
friendly
Case Study: Pet Food Brand A

            Identifying the Golden Insight:

           
            What is missing?

           
            What’s the behavioural truth that is not
            being addressed?
Case Study: Pet Food Brand A

 Identifying the Golden Insight:


 Potential pet owners and pet owners

do not have an expert-backed consolidated
 platform:
 
 •  to know more on how to care for a pet
 •  to cultivate their interest and to further their
 passion
Case Study: Pet Food Brand A

            Creating the Integrated Solution:
             

                   Mobile app for pet owners: 
                    - Advice and reminders from Day 1 of


                    owning a pet

                    Regularly updated website:
                    - Consolidated expert advice on breed-
                    specific issues as well as general care
                    
                    Pet grooming wagons:
                    -  to bring knowledge and education
                    -  product sampling to the doorsteps
Scott Baldwin
Senior Marketing Manager of Nature Valley



                   “Supporting lifestyle causes

                    that your customers care

                 about is what’s going to keep
                  them loyal to you, and when
                   they have a choice, maybe
                       they’ll choose you.” 
                                                             



                 A+M Digital Agency of the Year 2012
                 Only Malaysian agency named in Leading Asian Independent Agencies 2012
The 5 Takeaways

          Stay neutral.

                      
             Stick to the truth.

                      
                 Dig deep.
                       
        Find the common patterns.
                       
                Fill the gap.
VLT is a full-service digital
agency.



We multiply creative, technology, strategy and
marketing disciplines with the power of digital
and social media, to build businesses and
transform brands.

(creative + technology + strategy + marketing)
x (digital + social)
All we know and love.

Research, Strategy       Design &                   Social Media &
& Planning
              Development
               Content

                        
                          
Research, Insights &     DESIGN
                    SOCIAL MEDIA"
Analytics
               Creative Direction, User   Social Media Strategy,

                        Interface / User           Conversation Creation &
Integrated Brand         Experience Design,         Monitoring, Community
Development, Strategy,   Photography, Video &       Engagement & Curation,
Planning & Consulting
   Production
                Digital PR, Campaign


                        
                          Planning & Management

Media Planning &         DEVELOPMENT
               
Management
              Application Development,   CONTENT

                        Content Management         Content Strategy, Content


Measurement, Reporting   Systems, eCommerce &       Creation, Copywriting,

 Intelligence
&                        Payments, Game, Mobile,    Information Architecture

                        Technology & Hosting
Talk to VLT.

hello@wearevlt.com
+60 3 7957 8800
www.wearevlt.com






                  Campaign Asia Southeast Asia Independent Agency of the Year 2012
                  Campaign Asia Malaysia Digital Agency of the Year 2012
                  A+M Digital Agency of the Year 2012
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The Golden Insight: Leveraging the Power of Big Data to Build Businesses & Transform Brands

  • 1.
  • 2. The Golden Insight: Leveraging the Power of Data to Build Businesses & Transform Brands
  • 3. How do we create solutions that bring value to the target audience we are trying to reach?
  • 4. Sherlock Holmes “Data! Data! Data! I can’t make bricks without clay.”
  • 5. Why is Data Important? GOOD QUALITY DATA -  Supplies objective information -  Builds valuable and meaningful solutions BAD QUALITY DATA -  Builds on assumptions -  Builds shortsighted solutions -  Sometimes it may not be even the right solution!
  • 6. Building On Sand vs. Building on Rock
  • 7. Sherlock Holmes, once again. “It is a capital mistake to theorise before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts.”
  • 8. Scientific Way of Looking At It Identify/Define the Question/ Topic Hypothesis/Idea-forming Research (gathering, planning, collecting) Organise and analyse the data, interpreting Form conclusion Source:  h*p://depts.washington.edu/rural/RURAL/design/ scimethod.html  
  • 9. VLT Way of Looking At It Identifying the problem Identifying the parameters Hypothesis Research (gathering, planning, collecting) Organise and analyse the data, interpreting Identify the key insights, the gap (The Golden Insight) Create solutions
  • 10. Case Study: Pet Food Brand A Brief: The The client wants to build their market share through digital channels that may also overflow to on-ground initiatives.
  • 11. Case Study: Pet Food Brand A Identifying & Defining Parameters: Market landscape, competitive analysis Current rules of engagement Current consumer behavior
  • 12. Case Study: Pet Food Brand A Hypothesis: Pet owners in Malaysia have no comprehensive resources.
  • 13. Case Study: Pet Food Brand A Research: Market research – observation, secondary research Interviews with pet owners, pet shop owners, pet groomers, breeders, etc. Observation of behaviour online and offline
  • 14. Case Study: Pet Food Brand A Research & the Consumer Journey: network sources conversations Pre-buying Buying Post-buying platforms tools
  • 15. Case Study: Pet Food Brand A Data Analysis: Identify competitors and what product offerings they currently have or do not have. How can Brand A take advantage? Find out the current rules of engagement that brands are utilising, both online and offline. E.g. events, workshops, online communities (forums, FB pages), partnerships, etc.
  • 16. Case Study: Pet Food Brand A EMOTIONS motivations culture stories triggers BEHAVIOURAL TRUTH
  • 17. Case Study: Pet Food Brand A Data common countercheck patterns with parameters
  • 18. Case Study: Pet Food Brand A Identifying the Golden Insight: Commonalities found: -  Not enough information on pet care, starting from pre-buying to post-buying. -  Too much dated information without proper expert validation, e.g. forums
  • 19. Case Study: Pet Food Brand A Identifying the Golden Insight: Insights: -  Pet owners, breeders, and pet lovers alike believe that pets need to be treated as family -  Animals need to be treated well (Malaysians need to be educated) -  More locations should be pet- friendly
  • 20. Case Study: Pet Food Brand A Identifying the Golden Insight: What is missing? What’s the behavioural truth that is not being addressed?
  • 21. Case Study: Pet Food Brand A Identifying the Golden Insight: Potential pet owners and pet owners do not have an expert-backed consolidated platform: •  to know more on how to care for a pet •  to cultivate their interest and to further their passion
  • 22. Case Study: Pet Food Brand A Creating the Integrated Solution: Mobile app for pet owners: - Advice and reminders from Day 1 of owning a pet Regularly updated website: - Consolidated expert advice on breed- specific issues as well as general care Pet grooming wagons: -  to bring knowledge and education -  product sampling to the doorsteps
  • 23. Scott Baldwin Senior Marketing Manager of Nature Valley “Supporting lifestyle causes that your customers care about is what’s going to keep them loyal to you, and when they have a choice, maybe they’ll choose you.” A+M Digital Agency of the Year 2012 Only Malaysian agency named in Leading Asian Independent Agencies 2012
  • 24. The 5 Takeaways Stay neutral. Stick to the truth. Dig deep. Find the common patterns. Fill the gap.
  • 25. VLT is a full-service digital agency. We multiply creative, technology, strategy and marketing disciplines with the power of digital and social media, to build businesses and transform brands. (creative + technology + strategy + marketing) x (digital + social)
  • 26. All we know and love. Research, Strategy Design & Social Media & & Planning Development Content Research, Insights & DESIGN SOCIAL MEDIA" Analytics Creative Direction, User Social Media Strategy, Interface / User Conversation Creation & Integrated Brand Experience Design, Monitoring, Community Development, Strategy, Photography, Video & Engagement & Curation, Planning & Consulting Production Digital PR, Campaign Planning & Management Media Planning & DEVELOPMENT Management Application Development, CONTENT Content Management Content Strategy, Content Measurement, Reporting Systems, eCommerce & Creation, Copywriting, Intelligence & Payments, Game, Mobile, Information Architecture Technology & Hosting
  • 27. Talk to VLT. hello@wearevlt.com +60 3 7957 8800 www.wearevlt.com Campaign Asia Southeast Asia Independent Agency of the Year 2012 Campaign Asia Malaysia Digital Agency of the Year 2012 A+M Digital Agency of the Year 2012