Regarding dataPecha Kucha

HooYoo

2

Decisions decisions...Make informed logical decisions using evidence and/or experience

3

InterestingInterpreted in the right way, the most mundane data becomes interesting and insightful

4

RelevanceBut there’s so much data out there we have to prioritise and determine what is important

5

PatternsPatterns and anomalies are key to identifying important situations and behaviours

6

SourcesBe aware of different sources that can yield different opinions and results

7

StructureRelationships between data provides the foundation to construct a flexible and strong database structure to best manage the data

8

SolidityClean data and a solid database platform creates efficiencies that let you concentrate on effectiveness to pull more value from the data

9

EmpathyThe first step in deciding who to target...

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TestBecause you want to learn and get better right?

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ListeningDon’t just shout like an obnoxious drunkard, have a conversation to find out more

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SegmentationBecause everyone is different and needs to be treated accordingly

13

EvolutionBut there’s more to data in marketing than just analysing demographic and transaction information now

14

BehaviourBody language and how you say something... Isn’t that more meaningful than the words actually said?

15

The next destinationBehavioural data is data’s “body language” and there’s increasingly more available as more internet technologies appear

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Understand & adaptBecause now we understand more, not just what is bought or an explicit response, but how actual behaviour that can be measured.

17

BlinkeredBut don’t just concentrate on the customers and prospects, how is the economic environment? What are the competition doing etc.

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Really?Data and information not only tells us who to target, but how – real insight can contribute to great creative

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CreativityWhen data and creative come together beautiful things can happen as shown by Radiohead’s House of Cards music video

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Truth?

“οἶδα οὐκ εἰδώς, oída ouk eidós”

“I know that I know nothing”

- Socrates

Although we may never know the complete truth, the desire for greater understanding is what drives progress

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Confidence

Collect & Manage

Customer Data

LeverageData for Planning

Plan & Stay Connected

Advanced Data Quality

Customer/Global Data Mgmt

Segmentation

Data mining

Integrated Customer Database

Touch pointdata

Strategic Roadmap

Key Performance Indicators

Continuity Marketing Plan

Right AudienceRight MessageRight FrequencyRight Channel

Relevant MarketingData mart

Append & enhance

data

Modeling

Campaign & Program Analysis

This is the power that data can give to marketing

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EndThanks

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Credits• 20x20 Art 17 (Sondra Arkin)• Data T-Shirt Cafepress• US Day NY Times• Constellation Astronomy• School League Table Sunday Times• Trinity College Candida Hofer• Spider’s web Wikipedia• Redwood eHow• What Women Want imdb• Test Aids Vancouver• Cut Copy Unheardmusic• Archetypes Royal Society of Planning• Career Evolution noquedanblogs• Body Language Slouching Towards Bushwick• Star Guitar AllDJ• Heat Map Propellernet• Blinkered Fishing4fun• Rolls Royce Creative Riff• House of Cards Radiohead• I know that I know nothing Wikipedia