return to previous page wednesday, march 9, 5:00pm - 5:45pm What Does A Data Driven Organisation Really Look Like? Campaigns can begin with a big creative idea, a key message, a manifesto to use a new channel. Sometimes the starting point can be to use one of the organisation’s most powerful resources: its data. In the Information Age the quantity, quality and capability of your data can be a significant differentiator. If you know how. How does the paid, owned, earned, borrowed environment change your campaign objectives and capabilities? What data sources can make a difference? How can you create original campaigns and generate original activity through your inventive use of the data and insights that you have available? What is current best practice to resource data and analytics management? What are the advantages / disadvantages of separating strategy and execution? What are the advantages / disadvantages of outsourcing data management? Who is best placed to ‘lead’ data management: client marketer, client IT, agency, providers? How can budget be more strategically managed: before, during, after the campaign? What insights are you actually trying to drive through your data strategy and management? What is the value of non traditional ROI – what can your data and analysis teach you about your campaign, brand and consumers? Reviewing examples of data success NFP Public service B2C B2B

1. Left Brain Functions Right Brain Functions
uses logic uses feeling
detail oriented “big picture” oriented
facts rule imagination rules
words and language symbols and images
present and past present and future
maths and science philosophy & religion
can comprehend can “get it” (i.e. meaning)
knowing believes
acknowledges appreciates
order/pattern perception spatial perception
knows object name knows object function
reality based fantasy based
forms strategies presents possibilities
practical impetuous
safe risk taking

8. Marketing Data Sales Data
+

15. 1. Get Executive Sponsorship
2. Align implementation with Business Objectives
3. Invest in Staff/Training & Tools (90/10)
4. Establish and Maintain Corporate Standards
5. Deliver Quick Wins
6. Validate the Data
7. Hold People Accountable (KPIs)

17. Media agencies in a privileged position
Client
Own Media Media
Investment Agency Owner
Technology
Provider

18. Current situation
Planning Buying Analytics
Majority of data sources not integrated

19. A data-driven outlook
Benefits:
View across Paid, Owned, Earned
Costs and results for entire campaign in one place
Real time data analysis = real time optimisation

20. ON-THE-GO WORK HOME
Commute Sit Forward/Task Oriented Sit back
Personalised “Lunch time, Prime Time” Entertainment Focus
Time Critical Free content model Catch Up

21. 8m Unique Records