AWESOMEWHEN DATA MAKES MARKETING EXPERIENCES
3
WHY WE’RE HERE
4
IMPORTANT ROLE
BEYOND DISTRIBUTION
5
“MDC Partners has hired former Harrah's Chief Marketing Officer David Norton to lead analytics and consumer insights”
MEDIA DATA IS A BIG DEAL
“Nate Silver had agencies offer him positions when it was leaked that he might leave the New York Times..”
“I DON’T KNOW IF IT’S A RESOURCE THING OR BAD COMMUNICATION THING, BUT I CAN’T TELL YOU HOW OFTEN I ASK
ABOUT THE BEHAVIOR OF OUR AUDIENCE, ONLY TO BE MET WITH
SHRUGS AND STARES”-RETAIL CMO
INTRODUCTIONS
MEGAN TWEEDVP MEDIA RAZORFISH
PATRICK CARTMELVP NATIONAL STRATEGIC ACCOUNTSUNDERTONE
KIRSTEN WARDSR. DIRECTOR, XBOX DIGITAL AND DIRECT MARKETINGXBOX
SWEAR TO GOD I WON’T SAY
BIG DATA
DIGGING INTO WHY FACBOOK DATA SERVES YOU ADS YOU DON’T UNDERSTAND
Probably not actually on Facebook
THIS IS NOT USING DATA TO REALTIME YOUR TWITTER FEED
http://digiday.com/brands/the-latest-in-brand-lameness-on-twitter/
DATA EVOLUTION IN MEDIA
DATA AS COMPETITIVE ADVANTAGE
DATA AND PERSONALIZED EXPERIENCES
DATA + BRAND = MEDIA COMPANY
DATA EVOLUTION IN MEDIA
STATIC
STATIC(DEMO, ZIP)
BEHAVIORAL(WHAT YOU DID)
CURRENT(WHERE YOU ARE)
PREDICTIVE(WHAT YOU’LL NEED)
Q.DATA EVOLUTION IN MEDIA
DATA AS COMPETITIVE ADVANTAGE
FOCUS GROUP OF 33M
17
Q.DATA AS COMPETITIVE ADVANTAGE
DATA AND PERSONALIZED EXPERIENCES
8X ROI
Q.DATA AND PERSONALIZED EXPERIENCES
BRAND + DATA = MEDIA COMPANY
“ONCE YOU’VE EXTABLISHED A DIRECT, TWO-WAY RELATIONSHIP TO A CUSTOMER, YOU DON’T NEED TO ADVERTISE TO THEM”
-STEFAN OLANDER, VP DIGITAL SPORT, NIKE
40% DROP IN
AD SPEND
Q.BRAND + DATA = MEDIA COMPANY
Q.A.
DATA AS STRATEGY CHANGER
IN THE EVENT OF A WATER LANDING
THANKS.