SlideShare a Scribd company logo
1 of 61
Download to read offline
+
10.05.2015
4As strategy festival
TELLING STORIES
WITH DATA
co: 2
TOM MORTON
DIRECTOR OF STRATEGY
CO:COLLECTIVE
@TOMMORTON
@THEDATAOFCOOL
@COCOLLECTIVE
co: 3
BRAND STRATEGISTS
NEED TO GET GOOD
AT DATA: HERE’S WHY
co: 4
THE WORLD IS MORE DATA-RICH.
BUSINESSES EXPECT TO MAKE
DATA-INFORMED DECISIONS.
THIS SHOULD BE A WAKE-UP CALL
TO STRATEGISTS.
co: 5
ONCE UPON A TIME…
"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.”
co: 6
— Name, 2005
6
“Numerate graduates with an
interest in human psychology.”
— Boase Massimi Pollitt recruitment ad, 1972
co: 7
SO WHERE WERE WE WHEN BUSINESS
WENT FULL-ON DATA?
“You told us that market and
technology factors are the
two most powerful external forces
affecting your organization today.
The four biggest challenges you
identified were the explosion of
data, social media, the
proliferation of channels and
devices, shifting demographics.”
Source: IBM CMO survey, 2011
co: 8
MCKINSEY
CLAIMS THAT
THE US ECONOMY
NEEDS AT LEAST
1.5 MILLION
MORE DATA
PROFESSIONALS
co: 9
— Name, 2005
9
“Separating the poets from the quants 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 Huntingdon, Saatchi & Saatchi, 2012
co: 10
— Name, 2005
10
“Data doesn’t narrow your choices.
It opens your mind.”
— Venetia Taylor, Google, June 2015
co: 11
STRATEGISTS’ USE OF DATA
NEEDS TO SHIFT AWAY
FROM OPTIMIZING AT THE END
TO INSPIRING AT THE BEGINNING.
co: 12
DATA IS JUST EVIDENCE
OF HUMAN BEHAVIOR.
THE MATH IS PRETTY BASIC.
THIS SHOULD BE A HOME GAME
FOR GOOD STRATEGISTS.
co: 13
SEVEN STORIES
ABOUT TELLING
STORIES WITH DATA
co: 14
1. WHEN WORKING OUT THE
ARITHMETIC OF THE PROBLEM
REVEALS A NEW ANSWER
co: 15
WHERE DOES A SUPERMARKET
FIND AN EXTRA £2.5 BILLION
OF CUSTOMER SPENDING?
co: 16
14 MILLION CUSTOMERS
X 52 WEEKLY SHOPS
X 3 YEARS
X AN EXTRA £1.14 PER VISIT
= £2.5 BILLION
co: 17
co: 18
HOW DO YOU FIND A DISRUPTIVE
WAY IN TO MUSIC TEACHING?
co: 19
85%
WISH THEY
LEARNED TO
PLAY AN
INSTRUMENT
34%
TOOK A
MUSIC
CLASS
8%
REGULARLY
PLAY AN
INSTRUMENT
Source: Gallup 2009, Statista 2008, US census 2009, New York Times 2012
1%
PLAY
WEEKLY
WORKING OUT THE ARITHMETIC BEHIND LEARNING MUSIC
co: 20
MUSIC PRODIGY
IF THE CHALLENGE IS
THAT PEOPLE STOP
LEARNING, WHY NOT
CHARGE THEM FOR
STOPPING?
co: 21
2. HOW A MAGIC NUMBER
CAN BECOME A PIVOT
FOR EVERYTHING ELSE
co: 22
SKATERS
SPEND 40%
OF THEIR
SKATING TIME
REPAIRING
THEIR
BOARDS Source: Mountain Dew Jay Chiat awards paper, 2015
co: 23
95% OF
ATTEMPTS TO
QUIT SMOKING
END IN FAILURE
HALF OF ALL
ATTEMPTS TO QUIT
SMOKING BEGIN
SPONTANEOUSLY
Source: GSK; University College Hospital
co: 24
MORE THAN
90% OF BRITISH
PEOPLE BELIEVE
THAT CHILDREN
SHOULD DRINK
MORE MILK
MILK DRINKING
AMONG BRITISH
CHILDREN HAS
FALLEN EVERY
YEAR SINCE THE
1950s
Source: The Dairy Council, IPA Effectiveness Awards, 2002
co: 25
MANAGINGVOLATILITY
50%
Of US adults could not
cover an emergency $400
outlay without borrowing
money or selling something
THESCALEOFTHEPROBLEM
$103BN
Revenue of the ‘alternative’
financial service industry:
check cashing, pawn shops,
payday loans
BORROWINGCOSTS
$1,100
Low income households’
typical annual outlay on
alternative financial
services
UNDERSTANDING THE POVERTY TRAP
Source: US Federal Reserve, Ideas 42
co: 26
3. HOW ASKING QUESTIONS OF THE
DATA GAVE DIFFERENT ANSWERS
co: 27
WHAT’S HAPPENING TO
AXE BRAND USAGE ?
11-18 PENETRATION
IS HOLDING STEADY
Year 1 Year 2 Year 3 Year 4
Axe user penetration, age 11-18
Source: Axe APG paper via BBH London
co: 28
WHAT’S REALLY HAPPENING TO
AXE BRAND USAGE ?
11-18 PENETRATION
IS HOLDING STEADY
11-12 PENETRATION
IS RISING
17-18 PENETRATION
IS FALLING 11 to 12 13 to 14 15 to 16 17 to 18
Axe user penetration, age 11-18
Source: Axe APG paper via BBH London
co: 29
GETTING DRESSED
GOLD
APG PAPER
CANNES FILM LION
https://vimeo.com/44675170
co: 30
4. WHEN SEARCH REVEALS
HOW REAL PEOPLE REALLY FEEL
ABOUT YOUR BRAND
co: 31
SEARCH TREND FOR OMBRE HAIR
Source: Google Trends, USA, 2004-present
co: 32
RISINGTREND
OMBRE
DIP DYE
FOLLOWUPSEARCH
HOW CAN I DO
OMBRE HAIR
MYSELF?
THERESULT
OMBRE
APPLICATOR
KIT
HOW WOMEN REALLY THINK ABOUT HAIR
Source: https://www.thinkwithgoogle.com/case-studies/loreal-paris-builds-brand-love-with-search.html
co: 33
THECATEGORY
ORGANIZED
BY NEED
Dry hair
Flyaway hair
Red hair
THECONSUMER
SEARCHED
BY OCCASION
Date hair
Beach hair
Wedding hair
THERESULT
HAIRSTYLE.COM
L’Oreal site
Inspiration and education
by occasion
HOW WOMEN REALLY THINK ABOUT HAIR
Source: https://www.thinkwithgoogle.com/case-studies/loreal-paris-builds-brand-love-with-search.html
co: 34
SEARCH TREND FOR ROSE WINE:
THE ULTIMATE SUMMER DRINK HAS A WINTER PEAK
Source: Google Trends, worldwide, 2009-14 / thanks to Think With Google
co: 35
5. HOW DATA CAN SHINE A LIGHT
ON EVEN THE MOST SUBJECTIVE
CULTURAL QUESTIONS
co: 36
IS ART BECOMING
MORE OR LESS POPULAR?
VISUAL CULTURE IS EXPLODING, BUT BEYOND THE WALLS OF MUSEUMS
Source: NEA’s A Decade of Arts Engagement: Findings from the Survey of Public Participation in the Arts, 2002-2012; National Center for Education Statistics Data from 1970 - 2011
US adults attending
art museums / galleries
2002, 2008, 2012
27%
21%
+104%
+209%
Growth in all
Bachelors
Degrees
Growth in Visual
and Performing
Arts Degrees
420m users
206m registered blogs
120k signups per day
900 posts per second
Fastest growing
social app in 2014
300m users
100% growth
in adults users
2012 – 14
co: 38
WHAT MAKES GREAT TELEVISION?
co: 39
THE HIGHEST-RATED TV SHOWS ON ROTTEN TOMATOES
Source: Rotten Tomatoes
2012 2013 2014
Sherlock
Homeland
Game of Thrones
Mad Men
Girls
Justified
Don’t Trust The B…
Luck
The Walking Dead
New Girl
Breaking Bad
Game Of Thrones
The Returned
Mad Men
Girls
Orange Is The New Black
The Walking Dead
Nashville
Masters of Sex
The Americans
Jane The Virgin
The Good Wife
Hannibal
Veep
Fargo
Transparent
Orphan Black
The Americans
The Walking Dead
Orange Is The New Black
	
  	
  
	
  	
  
co: 40
RECURRING THEMES
The old order is falling: The Americans, GoT, The Walking Dead, Veep, Mad Men, Orphan Black
Exploring sexuality: Masters Of Sex, Girls, Transparent, Jane The Virgin
Strong women: Orange Is The New Black, The Good Wife, Veep, GoT, Mad Men, Orphan Black
Epic productions: Luck, Game Of Thrones, Sherlock
Serials: Breaking Bad, The Good Wife, Mad Men, Game Of Thrones, The Americans
Sequels: 60% of top-rated shows are sequels
Source: Co:Collective analysis
co: 41
WHERE ARE ALL THE COOL KIDS?
co: 42
HIPSTER SEARCH TERMS 	
  	
  
	
  	
  
Source: GOOGLE TRENDS
co: 43
WHERE ARE THESE HIPSTER SEARCH TERMS CONCENTRATED? 	
  	
  
	
  	
  
Source: GOOGLE TRENDS
co: 44
6. WHEN AGGREGATED DATA
SHOWS PATTERNS ABOUT
HOW BRANDS BEHAVE IN GENERAL
co: 45
Source: Mountain Dew Jay Chiat awards paper, 2015
co: 46
PANEL DATA ACROSS CATEGORIES,
COUNTRIES AND YEARS TELLS US
THAT BRANDS GROW THROUGH
PENETRATION, NOT LOYALTY
co: 47
LOYALTY RATES ARE SIMILAR FOR SIMILAR-SIZED BRANDS
Source: MRI, 2012
Restaurant Visited in last
6 months (MM)
Visited in last
1 month (MM)
% of visitors who
are regulars
Olive Garden 41 25 61
Red Lobster 29 18 62
Chili’s 27 17 63
co: 48
ENGAGEMENTRATES
FORPASSIONBRANDS:
HARLEY,TIFFANY,NIKE
0.66%
ENGAGEMENTRATES
FORALLBRANDS
ONFACEBOOK
0.45%
ENGAGEMENTRATES
FORTHETOP10BRANDS
ONFACEBOOK
0.33%
FANS ARE FEW IN NUMBER AND LESS ENGAGED THAN YOU THINK:
GROWTH COMES FROM MANY LIGHT BUYERS; ACQUAINTANCES, NOT FANS
Source: Facebook engagement rates reported in Ad Age, 27 January 2012
co: 49
THAT’S WHY BRANDS TEND TO GROW ON THE BACK OF PENETRATION, NOT LOYALTY
Source: IPA Effectiveness Awards case studies, quoted in Les Binet & Peter Field, Marketing In The Era Of Accountability
% of effective ad
campaigns reporting
very large effects on
Loyalty campaigns Penetration campaigns
Sales 35 62
Market share 15 35
Profit 18 31
co: 50
7. WHEN YOU SEE BUSINESS DATA
DIFFERENTLY THROUGH
A MARKETING EYE
co: 51
PANIC! ONLY ONE IN EIGHT OUR CUSTOMERS IS A PRIMARY SHOPPER!
Source: Bain & Co survey of west coast grocery shoppers, 2013
Store Client
% of
customers
who are
primary
shoppers
12
% of
customers
who are
secondary
shoppers
88
co: 52
ACTUALLY, EVEN THE BIGGEST SUPERMARKETS DEPEND ON SECONDARY SHOPPERS:
WHAT IF IT’S A SIGNAL OF A MORE REPERTOIRE WORLD?
Source: Bain & Co survey of west coast grocery shoppers, 2013
Store Client Fresh &
Easy
Costco Aldi Trader
Joe’s
Wal-Mart
Supercenter
Von’s Ralph’s Safeway
% of
customers
who are
primary
shoppers
12 15 17 18 19 27 28 32 33
co: 53
OH SHOOT! PRICE OR QUALITY DON’T PREDICT THE BEST-LOVED BRANDS:
NET PROMOTER SCORE OF KEY GROCERY RETAILERS
Source: Bain & Co survey of west coast grocery shoppers, 2013
co: 54
ACTUALLY, THE DATA SHOWS HOW PEOPLE LIKE THE BRANDS THAT ARE DIFFERENT
Source: Co:Collective analysis of Bain & Co survey of west coast grocery shoppers, 2013
Store Costco Trader Joe’s WinCo Wholefoods
Net promoter
score
72 71 53 40
Distinctive
features
Members only
Bulk sales only
One-off megadeals
on nonfood items
Private label
Limited SKUs
‘Treasure hunt’
Employee-owned
Open 24/7
No credit cards
Bag your own groceries
Premium price
Organic
Gourmet meets
health food
co: 55
DATA STORY SLAM
co: 56
HOW COULD
YOU USE DATA
TO TELL THE
STORY OF
TINDER?
co: 57
TINDER MOBILE DATING MARKET SHARE
Source: Mobida
co: 58
TINDERAVAILABLEMARKET
51%OFUSADULTSARE
SINGLE
TINDERUSERS
50MMUSERS
12MMDAILY
TINDERUSAGE
1BNSWIPES
12MMMATCHES
77MINUTESEVERYDAY
TINDER NUMBERS
Source: BBH New York, CityLab
2015REVENUETARGET
$75MILLION
ADVERTISINGREVENUE
$22.5MILLION
SUBSCRIPTION
$10/MO
FORTHEPREMIUMPRODUCT
Tinder Plus
Unlimited swipes
Undo mistaken swipes
Passport feature allows you to search
people from outside your area
co: 59
Q1. WHAT INSIGHTS AND ASSUMPTIONS
CAN WE MAKE ABOUT TINDER?
Q2. HOW SHOULD TINDER THINK ABOUT
HITTING ITS $75MM REVENUE TARGET?
SO HOW WOULD YOU USE THIS DATA, AND WHAT YOU’VE LEARNED HERE,
TO ANSWER TWO BASIC QUESTIONS?
co: 60
THANK YOU.
co: 61
SOURCES, REFERENCES AND INSPIRATION
FOLLOW
@THINKWITHGOOGLE
@FIVETHIRTYEIGHT
@PROFBYRON
@THEDATAOFCOOL
READ
BYRON SHARP, HOW BRANDS GROW
LES BINET AND PETER FIELD, THE LONG AND THE SHORT OF IT

More Related Content

What's hot

What's Next: Trends for 2020
What's Next: Trends for 2020What's Next: Trends for 2020
What's Next: Trends for 2020Ogilvy Consulting
 
A Hunter's Guide To BS-Free Insights
A Hunter's Guide To BS-Free InsightsA Hunter's Guide To BS-Free Insights
A Hunter's Guide To BS-Free InsightsTom Morton
 
Business Strategy + Brand Strategy
Business Strategy + Brand StrategyBusiness Strategy + Brand Strategy
Business Strategy + Brand StrategyVCU Brandcenter
 
Martin Weigel- How to (not) FAIL
Martin Weigel- How to (not) FAILMartin Weigel- How to (not) FAIL
Martin Weigel- How to (not) FAILIvan Chernopyatko
 
The Brand Gap by Marty Neumeier
The Brand Gap by Marty NeumeierThe Brand Gap by Marty Neumeier
The Brand Gap by Marty NeumeierGRECO Consulting
 
Brand Planning for Clients
Brand Planning for ClientsBrand Planning for Clients
Brand Planning for ClientsGriffin Farley
 
Steal This Idea: Brand Messaging
Steal This Idea: Brand Messaging Steal This Idea: Brand Messaging
Steal This Idea: Brand Messaging Liquid Agency
 
60 Min Brand Strategist NEW
60 Min Brand Strategist NEW60 Min Brand Strategist NEW
60 Min Brand Strategist NEWIdris Mootee
 
Numbers every marketer should know
Numbers every marketer should knowNumbers every marketer should know
Numbers every marketer should knowluciantrestler
 
The Ogilvy & Mather guide to effectiveness
The Ogilvy & Mather guide to effectiveness The Ogilvy & Mather guide to effectiveness
The Ogilvy & Mather guide to effectiveness Ogilvy
 
Pitching Ideas: How to sell your ideas to others
Pitching Ideas: How to sell your ideas to othersPitching Ideas: How to sell your ideas to others
Pitching Ideas: How to sell your ideas to othersJeroen van Geel
 
Rick James Model for selling innovative ideas
Rick James Model for selling innovative ideasRick James Model for selling innovative ideas
Rick James Model for selling innovative ideasJulian Cole
 
What is an insight?
What is an insight?What is an insight?
What is an insight?Umar Ghumman
 
Human Kind
Human KindHuman Kind
Human Kindtriso01
 
A Planner's Playbook - Everything I learned about planning at Miami Ad School...
A Planner's Playbook - Everything I learned about planning at Miami Ad School...A Planner's Playbook - Everything I learned about planning at Miami Ad School...
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
 
How to write a killer agency creative brief
How to write a killer agency creative briefHow to write a killer agency creative brief
How to write a killer agency creative briefDavid Bell
 
What’s The big ideaL?
What’s The big ideaL?What’s The big ideaL?
What’s The big ideaL?Ogilvy
 
planning at a glance
planning at a glanceplanning at a glance
planning at a glanceNick Smatt
 

What's hot (20)

What's Next: Trends for 2020
What's Next: Trends for 2020What's Next: Trends for 2020
What's Next: Trends for 2020
 
A Hunter's Guide To BS-Free Insights
A Hunter's Guide To BS-Free InsightsA Hunter's Guide To BS-Free Insights
A Hunter's Guide To BS-Free Insights
 
Business Strategy + Brand Strategy
Business Strategy + Brand StrategyBusiness Strategy + Brand Strategy
Business Strategy + Brand Strategy
 
Martin Weigel- How to (not) FAIL
Martin Weigel- How to (not) FAILMartin Weigel- How to (not) FAIL
Martin Weigel- How to (not) FAIL
 
The Brand Gap by Marty Neumeier
The Brand Gap by Marty NeumeierThe Brand Gap by Marty Neumeier
The Brand Gap by Marty Neumeier
 
Engagement Vs Interruption
Engagement Vs InterruptionEngagement Vs Interruption
Engagement Vs Interruption
 
Brand Planning for Clients
Brand Planning for ClientsBrand Planning for Clients
Brand Planning for Clients
 
Steal This Idea: Brand Messaging
Steal This Idea: Brand Messaging Steal This Idea: Brand Messaging
Steal This Idea: Brand Messaging
 
60 Min Brand Strategist NEW
60 Min Brand Strategist NEW60 Min Brand Strategist NEW
60 Min Brand Strategist NEW
 
Numbers every marketer should know
Numbers every marketer should knowNumbers every marketer should know
Numbers every marketer should know
 
The Ogilvy & Mather guide to effectiveness
The Ogilvy & Mather guide to effectiveness The Ogilvy & Mather guide to effectiveness
The Ogilvy & Mather guide to effectiveness
 
Pitching Ideas: How to sell your ideas to others
Pitching Ideas: How to sell your ideas to othersPitching Ideas: How to sell your ideas to others
Pitching Ideas: How to sell your ideas to others
 
Rick James Model for selling innovative ideas
Rick James Model for selling innovative ideasRick James Model for selling innovative ideas
Rick James Model for selling innovative ideas
 
What is an insight?
What is an insight?What is an insight?
What is an insight?
 
Human Kind
Human KindHuman Kind
Human Kind
 
A Planner's Playbook - Everything I learned about planning at Miami Ad School...
A Planner's Playbook - Everything I learned about planning at Miami Ad School...A Planner's Playbook - Everything I learned about planning at Miami Ad School...
A Planner's Playbook - Everything I learned about planning at Miami Ad School...
 
How to write a killer agency creative brief
How to write a killer agency creative briefHow to write a killer agency creative brief
How to write a killer agency creative brief
 
Tbwa speech
Tbwa speechTbwa speech
Tbwa speech
 
What’s The big ideaL?
What’s The big ideaL?What’s The big ideaL?
What’s The big ideaL?
 
planning at a glance
planning at a glanceplanning at a glance
planning at a glance
 

Viewers also liked

The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015
The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015
The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015Michael Goldstein
 
4 Practices for Video Success in 2017
4 Practices for Video Success in 20174 Practices for Video Success in 2017
4 Practices for Video Success in 2017Julian Cole
 
What is Comms Planning?
What is Comms Planning?What is Comms Planning?
What is Comms Planning?Julian Cole
 
"How content strategy helps to drive customer experience."
"How content strategy helps to drive customer experience.""How content strategy helps to drive customer experience."
"How content strategy helps to drive customer experience."Matty Soccio
 
90 tools in 90 minutes – revamped, revised and relevant90 tools in 90 minutes...
90 tools in 90 minutes – revamped, revised and relevant90 tools in 90 minutes...90 tools in 90 minutes – revamped, revised and relevant90 tools in 90 minutes...
90 tools in 90 minutes – revamped, revised and relevant90 tools in 90 minutes...David Kinane
 
Sample Portfolio of Data Visualizations
Sample Portfolio of Data VisualizationsSample Portfolio of Data Visualizations
Sample Portfolio of Data VisualizationsPandre
 
Petit Club : "La publicité, pour les humains"
Petit Club : "La publicité, pour les humains"Petit Club : "La publicité, pour les humains"
Petit Club : "La publicité, pour les humains"Petit Web
 
The State of Content: Rules of Engagement 2016
The State of Content: Rules of Engagement 2016The State of Content: Rules of Engagement 2016
The State of Content: Rules of Engagement 2016blaiq
 
How Does an Ad Man Inspire a Revolution #OgilvyCannes #CannesLions
How Does an Ad Man Inspire a Revolution #OgilvyCannes #CannesLionsHow Does an Ad Man Inspire a Revolution #OgilvyCannes #CannesLions
How Does an Ad Man Inspire a Revolution #OgilvyCannes #CannesLionsOgilvy
 
Develop a Digital Plan
Develop a Digital PlanDevelop a Digital Plan
Develop a Digital PlanTony Passey
 
SAScon beta 5 ingredients for a successful digital PR campaign
SAScon beta   5 ingredients for a successful digital PR campaignSAScon beta   5 ingredients for a successful digital PR campaign
SAScon beta 5 ingredients for a successful digital PR campaignLaura Crimmons
 
The New (Micro) Leisure: Redefining Downtime in a Connected World
The New (Micro) Leisure: Redefining Downtime in a Connected WorldThe New (Micro) Leisure: Redefining Downtime in a Connected World
The New (Micro) Leisure: Redefining Downtime in a Connected WorldMRY
 

Viewers also liked (20)

The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015
The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015
The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015
 
4 Practices for Video Success in 2017
4 Practices for Video Success in 20174 Practices for Video Success in 2017
4 Practices for Video Success in 2017
 
Seven deadly sins of planning
Seven deadly sins of planningSeven deadly sins of planning
Seven deadly sins of planning
 
What is Comms Planning?
What is Comms Planning?What is Comms Planning?
What is Comms Planning?
 
"How content strategy helps to drive customer experience."
"How content strategy helps to drive customer experience.""How content strategy helps to drive customer experience."
"How content strategy helps to drive customer experience."
 
Class charts
Class chartsClass charts
Class charts
 
90 tools in 90 minutes – revamped, revised and relevant90 tools in 90 minutes...
90 tools in 90 minutes – revamped, revised and relevant90 tools in 90 minutes...90 tools in 90 minutes – revamped, revised and relevant90 tools in 90 minutes...
90 tools in 90 minutes – revamped, revised and relevant90 tools in 90 minutes...
 
Sample Portfolio of Data Visualizations
Sample Portfolio of Data VisualizationsSample Portfolio of Data Visualizations
Sample Portfolio of Data Visualizations
 
Petit Club : "La publicité, pour les humains"
Petit Club : "La publicité, pour les humains"Petit Club : "La publicité, pour les humains"
Petit Club : "La publicité, pour les humains"
 
The State of Content: Rules of Engagement 2016
The State of Content: Rules of Engagement 2016The State of Content: Rules of Engagement 2016
The State of Content: Rules of Engagement 2016
 
Empathy is not just for wimps
Empathy is not just for wimpsEmpathy is not just for wimps
Empathy is not just for wimps
 
How Does an Ad Man Inspire a Revolution #OgilvyCannes #CannesLions
How Does an Ad Man Inspire a Revolution #OgilvyCannes #CannesLionsHow Does an Ad Man Inspire a Revolution #OgilvyCannes #CannesLions
How Does an Ad Man Inspire a Revolution #OgilvyCannes #CannesLions
 
Develop a Digital Plan
Develop a Digital PlanDevelop a Digital Plan
Develop a Digital Plan
 
SAScon beta 5 ingredients for a successful digital PR campaign
SAScon beta   5 ingredients for a successful digital PR campaignSAScon beta   5 ingredients for a successful digital PR campaign
SAScon beta 5 ingredients for a successful digital PR campaign
 
Interesting versus right
Interesting versus rightInteresting versus right
Interesting versus right
 
An insight into insights
An insight into insightsAn insight into insights
An insight into insights
 
Interesting Vs. right
Interesting Vs. rightInteresting Vs. right
Interesting Vs. right
 
The New (Micro) Leisure: Redefining Downtime in a Connected World
The New (Micro) Leisure: Redefining Downtime in a Connected WorldThe New (Micro) Leisure: Redefining Downtime in a Connected World
The New (Micro) Leisure: Redefining Downtime in a Connected World
 
Digital campaign Fashion Retail
Digital campaign Fashion RetailDigital campaign Fashion Retail
Digital campaign Fashion Retail
 
Progress oblige
Progress obligeProgress oblige
Progress oblige
 

Similar to Telling Stories With Data

Camera operator pro forma
Camera operator pro formaCamera operator pro forma
Camera operator pro formaDaniel Thompson
 
The sophisticated marketer issue
The sophisticated marketer issue The sophisticated marketer issue
The sophisticated marketer issue Hop Trieu Sung
 
I Am The Media
I Am The MediaI Am The Media
I Am The MediaAlain Thys
 
The Future of B2B Marketing: Trends and Implications for Marketers
The Future of B2B Marketing: Trends and Implications for MarketersThe Future of B2B Marketing: Trends and Implications for Marketers
The Future of B2B Marketing: Trends and Implications for MarketersDemandbase
 
Mrs the secret to high quality participants
Mrs   the secret to high quality participantsMrs   the secret to high quality participants
Mrs the secret to high quality participantsAndrew Barnes
 
Future of advertising - Some thoughts from the present to predict the future ...
Future of advertising - Some thoughts from the present to predict the future ...Future of advertising - Some thoughts from the present to predict the future ...
Future of advertising - Some thoughts from the present to predict the future ...Agustín Soriano
 
Kerrang! media pack-2011
Kerrang! media pack-2011Kerrang! media pack-2011
Kerrang! media pack-2011etennyson
 
The buzz about the social media buzz - Deck
The buzz about the social media buzz - DeckThe buzz about the social media buzz - Deck
The buzz about the social media buzz - Deckbrand-e
 
People Don't Care About Your Brand
People Don't Care About Your BrandPeople Don't Care About Your Brand
People Don't Care About Your BrandSlides That Rock
 
Aliz.Toth.planner_portfolio.MAS
Aliz.Toth.planner_portfolio.MASAliz.Toth.planner_portfolio.MAS
Aliz.Toth.planner_portfolio.MASAliz Toth
 
James uncledansmediaplan
James uncledansmediaplanJames uncledansmediaplan
James uncledansmediaplans529559
 
Marketing Research Final Report: Ka Ko-Jo's
Marketing Research Final Report: Ka Ko-Jo'sMarketing Research Final Report: Ka Ko-Jo's
Marketing Research Final Report: Ka Ko-Jo'sLauren A Nash
 
Content Marketing: From Good To Great — Zena Weist (Social Fresh WEST 2012)
Content Marketing: From Good To Great — Zena Weist (Social Fresh WEST 2012)Content Marketing: From Good To Great — Zena Weist (Social Fresh WEST 2012)
Content Marketing: From Good To Great — Zena Weist (Social Fresh WEST 2012)Social Fresh Conference
 
Social Fresh WEST
Social Fresh WESTSocial Fresh WEST
Social Fresh WESTZena Weist
 

Similar to Telling Stories With Data (20)

Social storytelling for the modern caveman | Jef Pelkmans | #SoMeT15EU Amster...
Social storytelling for the modern caveman | Jef Pelkmans | #SoMeT15EU Amster...Social storytelling for the modern caveman | Jef Pelkmans | #SoMeT15EU Amster...
Social storytelling for the modern caveman | Jef Pelkmans | #SoMeT15EU Amster...
 
Camera operator pro forma
Camera operator pro formaCamera operator pro forma
Camera operator pro forma
 
The sophisticated marketer issue
The sophisticated marketer issue The sophisticated marketer issue
The sophisticated marketer issue
 
I Am The Media
I Am The MediaI Am The Media
I Am The Media
 
The Future of B2B Marketing: Trends and Implications for Marketers
The Future of B2B Marketing: Trends and Implications for MarketersThe Future of B2B Marketing: Trends and Implications for Marketers
The Future of B2B Marketing: Trends and Implications for Marketers
 
PRIZM
PRIZMPRIZM
PRIZM
 
"6 Thoughts That Will Change How You Market"
"6 Thoughts That Will Change How You Market""6 Thoughts That Will Change How You Market"
"6 Thoughts That Will Change How You Market"
 
Mrs the secret to high quality participants
Mrs   the secret to high quality participantsMrs   the secret to high quality participants
Mrs the secret to high quality participants
 
Future of advertising by JWT Amsterdam
Future of advertising by JWT Amsterdam Future of advertising by JWT Amsterdam
Future of advertising by JWT Amsterdam
 
Future of advertising - Some thoughts from the present to predict the future ...
Future of advertising - Some thoughts from the present to predict the future ...Future of advertising - Some thoughts from the present to predict the future ...
Future of advertising - Some thoughts from the present to predict the future ...
 
The list get on and get lucky 2014
The list   get on and get lucky 2014The list   get on and get lucky 2014
The list get on and get lucky 2014
 
Kerrang! media pack-2011
Kerrang! media pack-2011Kerrang! media pack-2011
Kerrang! media pack-2011
 
The buzz about the social media buzz - Deck
The buzz about the social media buzz - DeckThe buzz about the social media buzz - Deck
The buzz about the social media buzz - Deck
 
People Don't Care About Your Brand
People Don't Care About Your BrandPeople Don't Care About Your Brand
People Don't Care About Your Brand
 
Peopledontcare
PeopledontcarePeopledontcare
Peopledontcare
 
Aliz.Toth.planner_portfolio.MAS
Aliz.Toth.planner_portfolio.MASAliz.Toth.planner_portfolio.MAS
Aliz.Toth.planner_portfolio.MAS
 
James uncledansmediaplan
James uncledansmediaplanJames uncledansmediaplan
James uncledansmediaplan
 
Marketing Research Final Report: Ka Ko-Jo's
Marketing Research Final Report: Ka Ko-Jo'sMarketing Research Final Report: Ka Ko-Jo's
Marketing Research Final Report: Ka Ko-Jo's
 
Content Marketing: From Good To Great — Zena Weist (Social Fresh WEST 2012)
Content Marketing: From Good To Great — Zena Weist (Social Fresh WEST 2012)Content Marketing: From Good To Great — Zena Weist (Social Fresh WEST 2012)
Content Marketing: From Good To Great — Zena Weist (Social Fresh WEST 2012)
 
Social Fresh WEST
Social Fresh WESTSocial Fresh WEST
Social Fresh WEST
 

Recently uploaded

一比一原版麦考瑞大学毕业证成绩单如何办理
一比一原版麦考瑞大学毕业证成绩单如何办理一比一原版麦考瑞大学毕业证成绩单如何办理
一比一原版麦考瑞大学毕业证成绩单如何办理cyebo
 
Formulas dax para power bI de microsoft.pdf
Formulas dax para power bI de microsoft.pdfFormulas dax para power bI de microsoft.pdf
Formulas dax para power bI de microsoft.pdfRobertoOcampo24
 
Audience Researchndfhcvnfgvgbhujhgfv.pptx
Audience Researchndfhcvnfgvgbhujhgfv.pptxAudience Researchndfhcvnfgvgbhujhgfv.pptx
Audience Researchndfhcvnfgvgbhujhgfv.pptxStephen266013
 
一比一原版西悉尼大学毕业证成绩单如何办理
一比一原版西悉尼大学毕业证成绩单如何办理一比一原版西悉尼大学毕业证成绩单如何办理
一比一原版西悉尼大学毕业证成绩单如何办理pyhepag
 
如何办理澳洲悉尼大学毕业证(USYD毕业证书)学位证成绩单原版一比一
如何办理澳洲悉尼大学毕业证(USYD毕业证书)学位证成绩单原版一比一如何办理澳洲悉尼大学毕业证(USYD毕业证书)学位证成绩单原版一比一
如何办理澳洲悉尼大学毕业证(USYD毕业证书)学位证成绩单原版一比一hwhqz6r1y
 
如何办理澳洲悉尼大学毕业证(USYD毕业证书)学位证书成绩单原版一比一
如何办理澳洲悉尼大学毕业证(USYD毕业证书)学位证书成绩单原版一比一如何办理澳洲悉尼大学毕业证(USYD毕业证书)学位证书成绩单原版一比一
如何办理澳洲悉尼大学毕业证(USYD毕业证书)学位证书成绩单原版一比一w7jl3eyno
 
edited gordis ebook sixth edition david d.pdf
edited gordis ebook sixth edition david d.pdfedited gordis ebook sixth edition david d.pdf
edited gordis ebook sixth edition david d.pdfgreat91
 
如何办理英国卡迪夫大学毕业证(Cardiff毕业证书)成绩单留信学历认证
如何办理英国卡迪夫大学毕业证(Cardiff毕业证书)成绩单留信学历认证如何办理英国卡迪夫大学毕业证(Cardiff毕业证书)成绩单留信学历认证
如何办理英国卡迪夫大学毕业证(Cardiff毕业证书)成绩单留信学历认证ju0dztxtn
 
Toko Jual Viagra Asli Di Malang 081229400522 COD Obat Kuat Viagra Malang
Toko Jual Viagra Asli Di Malang 081229400522 COD Obat Kuat Viagra MalangToko Jual Viagra Asli Di Malang 081229400522 COD Obat Kuat Viagra Malang
Toko Jual Viagra Asli Di Malang 081229400522 COD Obat Kuat Viagra Malangadet6151
 
ℂall Girls Kashmiri Gate ℂall Now Chhaya ☎ 9899900591 WhatsApp Number 24/7
ℂall Girls Kashmiri Gate ℂall Now Chhaya ☎ 9899900591 WhatsApp  Number 24/7ℂall Girls Kashmiri Gate ℂall Now Chhaya ☎ 9899900591 WhatsApp  Number 24/7
ℂall Girls Kashmiri Gate ℂall Now Chhaya ☎ 9899900591 WhatsApp Number 24/7komalsharmaa480
 
NO1 Best Kala Jadu Expert Specialist In Germany Kala Jadu Expert Specialist I...
NO1 Best Kala Jadu Expert Specialist In Germany Kala Jadu Expert Specialist I...NO1 Best Kala Jadu Expert Specialist In Germany Kala Jadu Expert Specialist I...
NO1 Best Kala Jadu Expert Specialist In Germany Kala Jadu Expert Specialist I...Amil baba
 
basics of data science with application areas.pdf
basics of data science with application areas.pdfbasics of data science with application areas.pdf
basics of data science with application areas.pdfvyankatesh1
 
2024 Q1 Tableau User Group Leader Quarterly Call
2024 Q1 Tableau User Group Leader Quarterly Call2024 Q1 Tableau User Group Leader Quarterly Call
2024 Q1 Tableau User Group Leader Quarterly Calllward7
 
2024 Q2 Orange County (CA) Tableau User Group Meeting
2024 Q2 Orange County (CA) Tableau User Group Meeting2024 Q2 Orange County (CA) Tableau User Group Meeting
2024 Q2 Orange County (CA) Tableau User Group MeetingAlison Pitt
 
一比一原版纽卡斯尔大学毕业证成绩单如何办理
一比一原版纽卡斯尔大学毕业证成绩单如何办理一比一原版纽卡斯尔大学毕业证成绩单如何办理
一比一原版纽卡斯尔大学毕业证成绩单如何办理cyebo
 
Generative AI for Trailblazers_ Unlock the Future of AI.pdf
Generative AI for Trailblazers_ Unlock the Future of AI.pdfGenerative AI for Trailblazers_ Unlock the Future of AI.pdf
Generative AI for Trailblazers_ Unlock the Future of AI.pdfEmmanuel Dauda
 
如何办理新加坡国立大学毕业证(NUS毕业证)学位证成绩单原版一比一
如何办理新加坡国立大学毕业证(NUS毕业证)学位证成绩单原版一比一如何办理新加坡国立大学毕业证(NUS毕业证)学位证成绩单原版一比一
如何办理新加坡国立大学毕业证(NUS毕业证)学位证成绩单原版一比一hwhqz6r1y
 
一比一原版(Monash毕业证书)莫纳什大学毕业证成绩单如何办理
一比一原版(Monash毕业证书)莫纳什大学毕业证成绩单如何办理一比一原版(Monash毕业证书)莫纳什大学毕业证成绩单如何办理
一比一原版(Monash毕业证书)莫纳什大学毕业证成绩单如何办理pyhepag
 

Recently uploaded (20)

一比一原版麦考瑞大学毕业证成绩单如何办理
一比一原版麦考瑞大学毕业证成绩单如何办理一比一原版麦考瑞大学毕业证成绩单如何办理
一比一原版麦考瑞大学毕业证成绩单如何办理
 
Formulas dax para power bI de microsoft.pdf
Formulas dax para power bI de microsoft.pdfFormulas dax para power bI de microsoft.pdf
Formulas dax para power bI de microsoft.pdf
 
Audience Researchndfhcvnfgvgbhujhgfv.pptx
Audience Researchndfhcvnfgvgbhujhgfv.pptxAudience Researchndfhcvnfgvgbhujhgfv.pptx
Audience Researchndfhcvnfgvgbhujhgfv.pptx
 
一比一原版西悉尼大学毕业证成绩单如何办理
一比一原版西悉尼大学毕业证成绩单如何办理一比一原版西悉尼大学毕业证成绩单如何办理
一比一原版西悉尼大学毕业证成绩单如何办理
 
如何办理澳洲悉尼大学毕业证(USYD毕业证书)学位证成绩单原版一比一
如何办理澳洲悉尼大学毕业证(USYD毕业证书)学位证成绩单原版一比一如何办理澳洲悉尼大学毕业证(USYD毕业证书)学位证成绩单原版一比一
如何办理澳洲悉尼大学毕业证(USYD毕业证书)学位证成绩单原版一比一
 
如何办理澳洲悉尼大学毕业证(USYD毕业证书)学位证书成绩单原版一比一
如何办理澳洲悉尼大学毕业证(USYD毕业证书)学位证书成绩单原版一比一如何办理澳洲悉尼大学毕业证(USYD毕业证书)学位证书成绩单原版一比一
如何办理澳洲悉尼大学毕业证(USYD毕业证书)学位证书成绩单原版一比一
 
edited gordis ebook sixth edition david d.pdf
edited gordis ebook sixth edition david d.pdfedited gordis ebook sixth edition david d.pdf
edited gordis ebook sixth edition david d.pdf
 
如何办理英国卡迪夫大学毕业证(Cardiff毕业证书)成绩单留信学历认证
如何办理英国卡迪夫大学毕业证(Cardiff毕业证书)成绩单留信学历认证如何办理英国卡迪夫大学毕业证(Cardiff毕业证书)成绩单留信学历认证
如何办理英国卡迪夫大学毕业证(Cardiff毕业证书)成绩单留信学历认证
 
Abortion pills in Dammam Saudi Arabia// +966572737505 // buy cytotec
Abortion pills in Dammam Saudi Arabia// +966572737505 // buy cytotecAbortion pills in Dammam Saudi Arabia// +966572737505 // buy cytotec
Abortion pills in Dammam Saudi Arabia// +966572737505 // buy cytotec
 
Toko Jual Viagra Asli Di Malang 081229400522 COD Obat Kuat Viagra Malang
Toko Jual Viagra Asli Di Malang 081229400522 COD Obat Kuat Viagra MalangToko Jual Viagra Asli Di Malang 081229400522 COD Obat Kuat Viagra Malang
Toko Jual Viagra Asli Di Malang 081229400522 COD Obat Kuat Viagra Malang
 
ℂall Girls Kashmiri Gate ℂall Now Chhaya ☎ 9899900591 WhatsApp Number 24/7
ℂall Girls Kashmiri Gate ℂall Now Chhaya ☎ 9899900591 WhatsApp  Number 24/7ℂall Girls Kashmiri Gate ℂall Now Chhaya ☎ 9899900591 WhatsApp  Number 24/7
ℂall Girls Kashmiri Gate ℂall Now Chhaya ☎ 9899900591 WhatsApp Number 24/7
 
NO1 Best Kala Jadu Expert Specialist In Germany Kala Jadu Expert Specialist I...
NO1 Best Kala Jadu Expert Specialist In Germany Kala Jadu Expert Specialist I...NO1 Best Kala Jadu Expert Specialist In Germany Kala Jadu Expert Specialist I...
NO1 Best Kala Jadu Expert Specialist In Germany Kala Jadu Expert Specialist I...
 
basics of data science with application areas.pdf
basics of data science with application areas.pdfbasics of data science with application areas.pdf
basics of data science with application areas.pdf
 
2024 Q1 Tableau User Group Leader Quarterly Call
2024 Q1 Tableau User Group Leader Quarterly Call2024 Q1 Tableau User Group Leader Quarterly Call
2024 Q1 Tableau User Group Leader Quarterly Call
 
2024 Q2 Orange County (CA) Tableau User Group Meeting
2024 Q2 Orange County (CA) Tableau User Group Meeting2024 Q2 Orange County (CA) Tableau User Group Meeting
2024 Q2 Orange County (CA) Tableau User Group Meeting
 
一比一原版纽卡斯尔大学毕业证成绩单如何办理
一比一原版纽卡斯尔大学毕业证成绩单如何办理一比一原版纽卡斯尔大学毕业证成绩单如何办理
一比一原版纽卡斯尔大学毕业证成绩单如何办理
 
Generative AI for Trailblazers_ Unlock the Future of AI.pdf
Generative AI for Trailblazers_ Unlock the Future of AI.pdfGenerative AI for Trailblazers_ Unlock the Future of AI.pdf
Generative AI for Trailblazers_ Unlock the Future of AI.pdf
 
如何办理新加坡国立大学毕业证(NUS毕业证)学位证成绩单原版一比一
如何办理新加坡国立大学毕业证(NUS毕业证)学位证成绩单原版一比一如何办理新加坡国立大学毕业证(NUS毕业证)学位证成绩单原版一比一
如何办理新加坡国立大学毕业证(NUS毕业证)学位证成绩单原版一比一
 
一比一原版(Monash毕业证书)莫纳什大学毕业证成绩单如何办理
一比一原版(Monash毕业证书)莫纳什大学毕业证成绩单如何办理一比一原版(Monash毕业证书)莫纳什大学毕业证成绩单如何办理
一比一原版(Monash毕业证书)莫纳什大学毕业证成绩单如何办理
 
Machine Learning for Accident Severity Prediction
Machine Learning for Accident Severity PredictionMachine Learning for Accident Severity Prediction
Machine Learning for Accident Severity Prediction
 

Telling Stories With Data

  • 2. co: 2 TOM MORTON DIRECTOR OF STRATEGY CO:COLLECTIVE @TOMMORTON @THEDATAOFCOOL @COCOLLECTIVE
  • 3. co: 3 BRAND STRATEGISTS NEED TO GET GOOD AT DATA: HERE’S WHY
  • 4. co: 4 THE WORLD IS MORE DATA-RICH. BUSINESSES EXPECT TO MAKE DATA-INFORMED DECISIONS. THIS SHOULD BE A WAKE-UP CALL TO STRATEGISTS.
  • 5. co: 5 ONCE UPON A TIME… "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.”
  • 6. co: 6 — Name, 2005 6 “Numerate graduates with an interest in human psychology.” — Boase Massimi Pollitt recruitment ad, 1972
  • 7. co: 7 SO WHERE WERE WE WHEN BUSINESS WENT FULL-ON DATA? “You told us that market and technology factors are the two most powerful external forces affecting your organization today. The four biggest challenges you identified were the explosion of data, social media, the proliferation of channels and devices, shifting demographics.” Source: IBM CMO survey, 2011
  • 8. co: 8 MCKINSEY CLAIMS THAT THE US ECONOMY NEEDS AT LEAST 1.5 MILLION MORE DATA PROFESSIONALS
  • 9. co: 9 — Name, 2005 9 “Separating the poets from the quants 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 Huntingdon, Saatchi & Saatchi, 2012
  • 10. co: 10 — Name, 2005 10 “Data doesn’t narrow your choices. It opens your mind.” — Venetia Taylor, Google, June 2015
  • 11. co: 11 STRATEGISTS’ USE OF DATA NEEDS TO SHIFT AWAY FROM OPTIMIZING AT THE END TO INSPIRING AT THE BEGINNING.
  • 12. co: 12 DATA IS JUST EVIDENCE OF HUMAN BEHAVIOR. THE MATH IS PRETTY BASIC. THIS SHOULD BE A HOME GAME FOR GOOD STRATEGISTS.
  • 13. co: 13 SEVEN STORIES ABOUT TELLING STORIES WITH DATA
  • 14. co: 14 1. WHEN WORKING OUT THE ARITHMETIC OF THE PROBLEM REVEALS A NEW ANSWER
  • 15. co: 15 WHERE DOES A SUPERMARKET FIND AN EXTRA £2.5 BILLION OF CUSTOMER SPENDING?
  • 16. co: 16 14 MILLION CUSTOMERS X 52 WEEKLY SHOPS X 3 YEARS X AN EXTRA £1.14 PER VISIT = £2.5 BILLION
  • 18. co: 18 HOW DO YOU FIND A DISRUPTIVE WAY IN TO MUSIC TEACHING?
  • 19. co: 19 85% WISH THEY LEARNED TO PLAY AN INSTRUMENT 34% TOOK A MUSIC CLASS 8% REGULARLY PLAY AN INSTRUMENT Source: Gallup 2009, Statista 2008, US census 2009, New York Times 2012 1% PLAY WEEKLY WORKING OUT THE ARITHMETIC BEHIND LEARNING MUSIC
  • 20. co: 20 MUSIC PRODIGY IF THE CHALLENGE IS THAT PEOPLE STOP LEARNING, WHY NOT CHARGE THEM FOR STOPPING?
  • 21. co: 21 2. HOW A MAGIC NUMBER CAN BECOME A PIVOT FOR EVERYTHING ELSE
  • 22. co: 22 SKATERS SPEND 40% OF THEIR SKATING TIME REPAIRING THEIR BOARDS Source: Mountain Dew Jay Chiat awards paper, 2015
  • 23. co: 23 95% OF ATTEMPTS TO QUIT SMOKING END IN FAILURE HALF OF ALL ATTEMPTS TO QUIT SMOKING BEGIN SPONTANEOUSLY Source: GSK; University College Hospital
  • 24. co: 24 MORE THAN 90% OF BRITISH PEOPLE BELIEVE THAT CHILDREN SHOULD DRINK MORE MILK MILK DRINKING AMONG BRITISH CHILDREN HAS FALLEN EVERY YEAR SINCE THE 1950s Source: The Dairy Council, IPA Effectiveness Awards, 2002
  • 25. co: 25 MANAGINGVOLATILITY 50% Of US adults could not cover an emergency $400 outlay without borrowing money or selling something THESCALEOFTHEPROBLEM $103BN Revenue of the ‘alternative’ financial service industry: check cashing, pawn shops, payday loans BORROWINGCOSTS $1,100 Low income households’ typical annual outlay on alternative financial services UNDERSTANDING THE POVERTY TRAP Source: US Federal Reserve, Ideas 42
  • 26. co: 26 3. HOW ASKING QUESTIONS OF THE DATA GAVE DIFFERENT ANSWERS
  • 27. co: 27 WHAT’S HAPPENING TO AXE BRAND USAGE ? 11-18 PENETRATION IS HOLDING STEADY Year 1 Year 2 Year 3 Year 4 Axe user penetration, age 11-18 Source: Axe APG paper via BBH London
  • 28. co: 28 WHAT’S REALLY HAPPENING TO AXE BRAND USAGE ? 11-18 PENETRATION IS HOLDING STEADY 11-12 PENETRATION IS RISING 17-18 PENETRATION IS FALLING 11 to 12 13 to 14 15 to 16 17 to 18 Axe user penetration, age 11-18 Source: Axe APG paper via BBH London
  • 29. co: 29 GETTING DRESSED GOLD APG PAPER CANNES FILM LION https://vimeo.com/44675170
  • 30. co: 30 4. WHEN SEARCH REVEALS HOW REAL PEOPLE REALLY FEEL ABOUT YOUR BRAND
  • 31. co: 31 SEARCH TREND FOR OMBRE HAIR Source: Google Trends, USA, 2004-present
  • 32. co: 32 RISINGTREND OMBRE DIP DYE FOLLOWUPSEARCH HOW CAN I DO OMBRE HAIR MYSELF? THERESULT OMBRE APPLICATOR KIT HOW WOMEN REALLY THINK ABOUT HAIR Source: https://www.thinkwithgoogle.com/case-studies/loreal-paris-builds-brand-love-with-search.html
  • 33. co: 33 THECATEGORY ORGANIZED BY NEED Dry hair Flyaway hair Red hair THECONSUMER SEARCHED BY OCCASION Date hair Beach hair Wedding hair THERESULT HAIRSTYLE.COM L’Oreal site Inspiration and education by occasion HOW WOMEN REALLY THINK ABOUT HAIR Source: https://www.thinkwithgoogle.com/case-studies/loreal-paris-builds-brand-love-with-search.html
  • 34. co: 34 SEARCH TREND FOR ROSE WINE: THE ULTIMATE SUMMER DRINK HAS A WINTER PEAK Source: Google Trends, worldwide, 2009-14 / thanks to Think With Google
  • 35. co: 35 5. HOW DATA CAN SHINE A LIGHT ON EVEN THE MOST SUBJECTIVE CULTURAL QUESTIONS
  • 36. co: 36 IS ART BECOMING MORE OR LESS POPULAR?
  • 37. VISUAL CULTURE IS EXPLODING, BUT BEYOND THE WALLS OF MUSEUMS Source: NEA’s A Decade of Arts Engagement: Findings from the Survey of Public Participation in the Arts, 2002-2012; National Center for Education Statistics Data from 1970 - 2011 US adults attending art museums / galleries 2002, 2008, 2012 27% 21% +104% +209% Growth in all Bachelors Degrees Growth in Visual and Performing Arts Degrees 420m users 206m registered blogs 120k signups per day 900 posts per second Fastest growing social app in 2014 300m users 100% growth in adults users 2012 – 14
  • 38. co: 38 WHAT MAKES GREAT TELEVISION?
  • 39. co: 39 THE HIGHEST-RATED TV SHOWS ON ROTTEN TOMATOES Source: Rotten Tomatoes 2012 2013 2014 Sherlock Homeland Game of Thrones Mad Men Girls Justified Don’t Trust The B… Luck The Walking Dead New Girl Breaking Bad Game Of Thrones The Returned Mad Men Girls Orange Is The New Black The Walking Dead Nashville Masters of Sex The Americans Jane The Virgin The Good Wife Hannibal Veep Fargo Transparent Orphan Black The Americans The Walking Dead Orange Is The New Black        
  • 40. co: 40 RECURRING THEMES The old order is falling: The Americans, GoT, The Walking Dead, Veep, Mad Men, Orphan Black Exploring sexuality: Masters Of Sex, Girls, Transparent, Jane The Virgin Strong women: Orange Is The New Black, The Good Wife, Veep, GoT, Mad Men, Orphan Black Epic productions: Luck, Game Of Thrones, Sherlock Serials: Breaking Bad, The Good Wife, Mad Men, Game Of Thrones, The Americans Sequels: 60% of top-rated shows are sequels Source: Co:Collective analysis
  • 41. co: 41 WHERE ARE ALL THE COOL KIDS?
  • 42. co: 42 HIPSTER SEARCH TERMS         Source: GOOGLE TRENDS
  • 43. co: 43 WHERE ARE THESE HIPSTER SEARCH TERMS CONCENTRATED?         Source: GOOGLE TRENDS
  • 44. co: 44 6. WHEN AGGREGATED DATA SHOWS PATTERNS ABOUT HOW BRANDS BEHAVE IN GENERAL
  • 45. co: 45 Source: Mountain Dew Jay Chiat awards paper, 2015
  • 46. co: 46 PANEL DATA ACROSS CATEGORIES, COUNTRIES AND YEARS TELLS US THAT BRANDS GROW THROUGH PENETRATION, NOT LOYALTY
  • 47. co: 47 LOYALTY RATES ARE SIMILAR FOR SIMILAR-SIZED BRANDS Source: MRI, 2012 Restaurant Visited in last 6 months (MM) Visited in last 1 month (MM) % of visitors who are regulars Olive Garden 41 25 61 Red Lobster 29 18 62 Chili’s 27 17 63
  • 48. co: 48 ENGAGEMENTRATES FORPASSIONBRANDS: HARLEY,TIFFANY,NIKE 0.66% ENGAGEMENTRATES FORALLBRANDS ONFACEBOOK 0.45% ENGAGEMENTRATES FORTHETOP10BRANDS ONFACEBOOK 0.33% FANS ARE FEW IN NUMBER AND LESS ENGAGED THAN YOU THINK: GROWTH COMES FROM MANY LIGHT BUYERS; ACQUAINTANCES, NOT FANS Source: Facebook engagement rates reported in Ad Age, 27 January 2012
  • 49. co: 49 THAT’S WHY BRANDS TEND TO GROW ON THE BACK OF PENETRATION, NOT LOYALTY Source: IPA Effectiveness Awards case studies, quoted in Les Binet & Peter Field, Marketing In The Era Of Accountability % of effective ad campaigns reporting very large effects on Loyalty campaigns Penetration campaigns Sales 35 62 Market share 15 35 Profit 18 31
  • 50. co: 50 7. WHEN YOU SEE BUSINESS DATA DIFFERENTLY THROUGH A MARKETING EYE
  • 51. co: 51 PANIC! ONLY ONE IN EIGHT OUR CUSTOMERS IS A PRIMARY SHOPPER! Source: Bain & Co survey of west coast grocery shoppers, 2013 Store Client % of customers who are primary shoppers 12 % of customers who are secondary shoppers 88
  • 52. co: 52 ACTUALLY, EVEN THE BIGGEST SUPERMARKETS DEPEND ON SECONDARY SHOPPERS: WHAT IF IT’S A SIGNAL OF A MORE REPERTOIRE WORLD? Source: Bain & Co survey of west coast grocery shoppers, 2013 Store Client Fresh & Easy Costco Aldi Trader Joe’s Wal-Mart Supercenter Von’s Ralph’s Safeway % of customers who are primary shoppers 12 15 17 18 19 27 28 32 33
  • 53. co: 53 OH SHOOT! PRICE OR QUALITY DON’T PREDICT THE BEST-LOVED BRANDS: NET PROMOTER SCORE OF KEY GROCERY RETAILERS Source: Bain & Co survey of west coast grocery shoppers, 2013
  • 54. co: 54 ACTUALLY, THE DATA SHOWS HOW PEOPLE LIKE THE BRANDS THAT ARE DIFFERENT Source: Co:Collective analysis of Bain & Co survey of west coast grocery shoppers, 2013 Store Costco Trader Joe’s WinCo Wholefoods Net promoter score 72 71 53 40 Distinctive features Members only Bulk sales only One-off megadeals on nonfood items Private label Limited SKUs ‘Treasure hunt’ Employee-owned Open 24/7 No credit cards Bag your own groceries Premium price Organic Gourmet meets health food
  • 56. co: 56 HOW COULD YOU USE DATA TO TELL THE STORY OF TINDER?
  • 57. co: 57 TINDER MOBILE DATING MARKET SHARE Source: Mobida
  • 58. co: 58 TINDERAVAILABLEMARKET 51%OFUSADULTSARE SINGLE TINDERUSERS 50MMUSERS 12MMDAILY TINDERUSAGE 1BNSWIPES 12MMMATCHES 77MINUTESEVERYDAY TINDER NUMBERS Source: BBH New York, CityLab 2015REVENUETARGET $75MILLION ADVERTISINGREVENUE $22.5MILLION SUBSCRIPTION $10/MO FORTHEPREMIUMPRODUCT Tinder Plus Unlimited swipes Undo mistaken swipes Passport feature allows you to search people from outside your area
  • 59. co: 59 Q1. WHAT INSIGHTS AND ASSUMPTIONS CAN WE MAKE ABOUT TINDER? Q2. HOW SHOULD TINDER THINK ABOUT HITTING ITS $75MM REVENUE TARGET? SO HOW WOULD YOU USE THIS DATA, AND WHAT YOU’VE LEARNED HERE, TO ANSWER TWO BASIC QUESTIONS?
  • 61. co: 61 SOURCES, REFERENCES AND INSPIRATION FOLLOW @THINKWITHGOOGLE @FIVETHIRTYEIGHT @PROFBYRON @THEDATAOFCOOL READ BYRON SHARP, HOW BRANDS GROW LES BINET AND PETER FIELD, THE LONG AND THE SHORT OF IT