13. McKinsey on Big Data
“The biggest game-changing opportunity for
marketing and sales since the Internet went
mainstream 20 years ago."
14. Tweets predict stock market
Study of 9.8m tweets from 2.7m tweeters
predicted with 87% accuracy Dow Jones changes
three days later
15. Tweets predict box-office takings
• HP studied 3m tweets about 25 movies
• Rate at which messages were sent before the film
opened aligned with later box office takings
22. The issue
• “You’re more likely to survive a plane
crash than click a banner ad
• 60% of consumers do not remember
the last display ad they saw
• 50% of clicks on mobile ads are
accidental
https://econsultancy.com/blog/64082-native-advertising-12-fascinating-examples-of-good-and-bad-practice
30. Science: it’s a girl thing
EU wants to attract more young women
to research careers
31. Science: it’s a girl thing
EU Directorate General for Research &
Innovation spent 102,000 and used:
• Comms and gender experts
• Global market research team
• Three agencies
• Comprehensive qualitative study of
12-18 year old females across 6
countries
42. Kiwibank predictive data trial
Identify customers currently active, or soon
to be active, in the home loan space.
Data-driven engagement results in 60%
positive response - compared to 10%
45. Reinventing home buying
• Focus on core customer needs
• Reinvent through digitisation
• Use data to create rich insight for customer
• Use customer insight to drive data-driven
sales
• Connect through social media
47. Rediscover humanity
“People want to be treated with respect, care, dignity
and concern. That’s what they want from brands.”
Jim Stengel, former GMO P&G
49. The Naked Brand
Don’t interrupt people with ads and spam.
Use digital marketing to create a gateway to
an immersive platform.
Jeff Rosenblum, Co-founder Questus
Notes de l'éditeur
“Intelligence is figuring out if you could do it, Wisdom is figuring out if you should do it.”
Kiwibank using predictive analytics to identify customers currently active, or soon to be active, in the home loan space.Started with over 100 sets of data points to try and figure what was important. Reduced to 7 or 8 crucial factors.Through analtyics and ability to target the right customers at the right time Kiwibank able to reach out to customers about their home loans.60% resulted in positive outcome for the bank, compared to typical positive response rate of 10%.Customers appreciated the call and that was all down to having excellent insight into what customers wanted to achieve and having analytics to support that.
We can learn about people as we can customise an experience on on one. And that’s at the end of the day what people want – they want to be treated as a human being. They want to be treated with respect, care, dignity and concern. That’s what they want from brands and big data analytics opens up that capability in ways we never ever could’ve done before.” Jim Stengel , former Global Marketing Officer P&G
Think about music. People think about music as being creative and think about composers as being creative people. And of course that’s correct. But music has incredibly tight analytical rules. If you play one note wrong it sounds awful. So to say that these creative musicians don’t have any analytics is completely false. It is a precisely because there are tight rules of behaviour that frees up the creative mind to stay within the rules and explore creativity within the rules.
t’s just that the advertising revolution is in its infancy. Advertising has a role in the revolution but people don’t understand what that role is. Advertising should no longer be a vehicle for telling the entire brand story. Advertising should be a gateway to an immersive platform. Brands should focus first on their behavior and then brand evangelists will provide unprecedented levels of engagement with the brand and also carry the message forward much better than advertising ever could by itself. So, brands shouldn't try to tell the whole story via an ad. They should take some of their money away from paid media to create immersive, socially-connected platforms. Then, use paid adverting to build awareness about the platforms.