data driven design_digitaslbi
DESCRIPTION
Slides from Alex Loveless (Head of Data at DigitasLBi) who spoke on 'data-driven design' at a breakfast briefing run by BIMA on 18 February 2014.TRANSCRIPT
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DATA Driven Design
Alex Loveless Head of Data
DigitasLBi
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Big Data (The peak of inflated expectations)
The trough of disillusionment
The Slope of Enlightenment
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STOP WORRYING ABOUT BIG DATA
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It’s not about the Big data it’s
about the big questions
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PPC
DISPLAY
ORGANIC
AFFILIATES
MOBILE
WEB
customer lifecycle
JUST GIVE ME WHAT I WANT!
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CUSTOMERS DON’T EXPERIENCE
CHANNELS
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OPTIMISED BRAND EXPERIENCE
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OMNI-CHANNEL INSIGHT
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PPC
DISPLAY
ORGANIC
AFFILIATES
MOBILE
WEB
customer lifecycle PURCHASE
DATA
STRATEGY OPTIMISATION
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Personalisation
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DATA
media CRM 2nd Party
analyAcs Offline Call Centre
purchase POS
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DMP
media CRM 2nd Party
analyAcs Offline Call Centre
purchase POS
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MVT
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header
logo
hero promo
Targeted module
Targeted module
Targeted Module
promo
nav
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Early-Mid-Twenties
Xbox Owner
Likes Football
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header
logo
hero promo
Targeted module
Targeted module
Targeted Module
promo
nav Xbox owner
Previously bought Call or Duty
Is probably male 16 - 25
Was previously on Manchester Utd site
Has searched for TV’s
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6 Modules
header
logo
hero promo
Dynamic text
Dynamic text
Dynamic text
promo
nav
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3 age ranges
2 genders
5 product lines
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30 assets per Module
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180 Total Assets Created
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729,000,000
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header
logo
hero promo
Dynamic text
Dynamic text
Dynamic text
promo
nav
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Really
Freaking
Big
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header
logo
hero promo
Dynamic text
Dynamic text
Dynamic text
promo
nav
Display Ad Affiliate PPC display
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Progressive Profiling
Seen Ad
Searches Adds to basket buys returns
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There’s a Catch
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DON’T TRUST
THE DATA
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RISK
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RISK
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TEST
TEST
TEST
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creates
informs
PPC SEO
Social Web
Mobile
Email social 3rd party
purchases CRM
app
behaviour
value segmentation
prediction
behaviour
analysis UX data
customer creative
social
media
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DMP
? ? ?
? ? ?
? ?
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START SMALL
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MAKE A STRATEGY
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GO WITH WHAT YOU KNOW
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OPEN YOUR MIND
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WHAT ARE YOUR BIG QUESTIONS?
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CHEERS!