MCAD 2009 - Future of Advertising: session #09 recap (March 23)

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Here's the recap of my in-class presentation for the 9th session for the (2009) "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). On March 23 we got granular and talked about Data, but not just on obsessive detail. Instead, we focused on the idea that data can help propel better stories, more effective media and more useful technology. Many thanks to Patty Henderson from Magnet360 for stopping by to share her perspective; and a big thanks to Chris Wexler and Kristen Findley for sharing their links and resources. Please note the Creative Commons license. Thanks.

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MCAD 2009 - Future of Advertising: session #09 recap (March 23)

  1. 1. Takashi Murakami creation from Frankfurt show. Image by Purple Cloud via Flickr http://www.flickr.com/photos/purplecloud/3118011942/ The Future of Advertising Class #ADV 3041-01 | Spring 2009 | Mondays 1-6pm | Rm 416 Instructor: Tim Brunelle SESSION #09: MARCH 23 RELEVANT DATA—GETTING TO KNOW (AND PREDICT) YOU Creative Commons Attribution & Non-Commercial License
  2. 2. Today: 1. Data = Stories BREAK 2. Guest speaker: Patty Henderson Magnet360 BREAK 3. Assignment #3 4. Next steps
  3. 3. What is data?
  4. 4. It often seems overwhelming.
  5. 5. Does the data control us or do we control it?
  6. 6. Yet, data can be quite helpful.
  7. 7. Thank you, Jan Leth: Data = Better stories Data = “Value exchange” beyond entertainment Data = Optimized performance Data = Massively distributed personalization of brand experience. Data = Enables “Listening” as core competency of marketing dept.
  8. 8. Perhaps this is how we perceive data.
  9. 9. But in the right hands, data can become art.
  10. 10. Data helps us in the digital age.
  11. 11. Data helps us create in the digital age.
  12. 12. Data helps us know who cares in the digital age.
  13. 13. Data helps us know why they care in the digital age.
  14. 14. Data helps us know when they care more, or less in the digital age.
  15. 15. Data helps us know where and what they’re doing when they care in the digital age.
  16. 16. Data helps us test what makes a person take action in the digital age.
  17. 17. Data helps us tell more relevant, timely stories in the digital age.
  18. 18. What does data look like?
  19. 19. (Sorry.)
  20. 20. Rather, what stories can data tell us?
  21. 21. Nielsen @Plan example
  22. 22. Nielsen @Plan example Let’s compare people who’ve been in our store
  23. 23. Nielsen @Plan example vs. People who say they talk to their friends a lot about the products we sell
  24. 24. Nielsen @Plan example How do these two audiences compare to the average, U.S. adult using the Internet?
  25. 25. Nielsen @Plan example
  26. 26. Data tells us the people we’re trying to reach seem to like video games a lot more than the average U.S. adult on the Internet. How might that influence our conceptual approach, or interface and page design?
  27. 27. Nielsen @Plan example
  28. 28. Data tells us the people we’re trying to reach read certain kinds of magazines. Maybe we ought to check those titles out and see if we can figure out why they read them and what might inspire us to create better connections.
  29. 29. Nielsen @Plan example
  30. 30. Data tells us the people we’re trying to reach create and publish content. Hmmm...
  31. 31. Where else can we find data that can inspire us?
  32. 32. *Click the image to go to the site
  33. 33. *Click the image to go to the site
  34. 34. *Click the image to go to the site
  35. 35. *Click the image to go to the site
  36. 36. *Click the image to go to the site
  37. 37. *Click the image to go to the site
  38. 38. *Click the image to go to the site
  39. 39. We’re fortunate to work in such a transparent and generous age. The average copywriter with an Internet connection has more useful data available to them instantly than most agency research departments could harness in a week of effort 20 years ago.
  40. 40. At the very least, these tools can help you verify and expand on the information in your brief; uncover contrasting insights and provoke meaningful conversation with your account, planning, media and technology partners and clients. We find answers by asking questions. If you take a creative brief at its word, and move no farther, you are robbing yourself of opportunity.
  41. 41. Data helps us tell more meaningful stories, helps locate more relevant media and circumstances, helps us define more intuitive and effective design experiences and informs more efficient and relevant use of technology.
  42. 42. Want more?
  43. 43. *Click the image to go to the site
  44. 44. Avinash Kaushik is the godfather of analytics - Evangelist at Google: http://www.kaushik.net/avinash/ Zaaz does a fantastic job combining data with design: http://blogs.zaaz.com/zaaz/ Jason (from ZAAZ) writes for ClickZ: http://www.clickz.com/3622849 There’s always the Web Analytics Association http://www.webanalyticsassociation.org/
  45. 45. *Click the image to go to the site
  46. 46. Google Analytics is a free tool that can tell you a lot about your own websites: http://www.google.com/analytics/ And there’s tons of support out there: http://analytics.blogspot.com/ Omniture is the leading company in the industry, with some really smart writers: http://blogs.omniture.com/ Bryan Eisenberg’s stuff is a bit broader than just analytics: http://www.grokdotcom.com/
  47. 47. *Click the image to go to the site
  48. 48. MediaPost Research Brief—gives you snapshots with good data: http://www.mediapost.com/publications/? fa=Archives.showArchive&art_type=8 Social Media/online video insights: http://www.visiblemeasures.com/news- and-events/blog/ Big time research company that shares more than you think: http://www.comscore.com/blog/ Another big time research company that shares http://blog.compete.com/
  49. 49. (Huge thanks to Chris Wexler and Kristen Findley for sharing their favorite data and analytics links and sources.)
  50. 50. Guest speaker: Patty Henderson http://twitter.com/prhenderson
  51. 51. Assignment #3: Expand your portfolio Select an existing campaign in your portfolio. The challenge is to evolve this work into the digital space, appropriately. +Re-articulate the original brief for digital +What’s your core idea, and how does that evolve in the digital space? +What’s the connection plan for reaching your target audience? +What technologies & venues are most appropriate for this audience? Why? Present all of the above, plus initial creative ideas (rough comps) on April 20.
  52. 52. NEW SCHEDULE April 6: Client Perspective April 13: Meet the agencies of the future April 20: Portfolio review April 27: Empowering the user
  53. 53. Monday, April 6: “Client Perspective” 1. Guest speaker: Sarah Roddis Target 2. Guest speaker: Bob Thacker OfficeMax CATFOA usefullunacy.typepad.com tim_brunelle@mcad.edu
  54. 54. Thank you. Creative Commons Attribution & Non-Commercial License

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