the transparent: your data and how three digital marketing professionals intend to use it to make...
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Digital Marketing Panel The Transparent: Your Data and How Three Digital Marketing Professionals Intend to Use It to Make Your Life Better This discussion is not about the scary aspects of personal data and privacy. That’s a different presentation, for a different day. Rather, this conversation is about surfacing the amazing power of data and the potential it has to make all of our marketing experiences more awesome. From product creation to micro targeting, content to entertainment, data is being used to develop the next generation of communication platforms and digital experiences. Panelists: Patrick Cartmel, Undertone Kirsten Ward, Microsoft Megan Tweed, Razorfish Mike Reeder, POSSIBLETRANSCRIPT
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.