Digital Winners 7-8 Novermber: Big Data, Better Experiences, Ian James and Jim Kite

1. BIG DATA
BETTER
EXPERIENCES
IAN JAMES, CHIEF DIGITAL OFFICER EMEA
JIM KITE, STRATEGIC DEVELOPMENT DIRECTOR EMEA

2. IRREVERSIBLE GROWTH IN NEW TECHNOLOGIES AND
BEHAVIOUR
INTERNET
+50% last 5 years
PC
~3 Billion by
2015
SEARCH
MOBILE
Surpass Desktop
Internet access by
2015
+600% in past 5
years
VIDEO
57% average
reach on You
Tube

3. 3 KEY TECHNOLOGY LED
CONSUMER TRENDS
MOBILITY
AND SOCIAL
DISCOVERY
SCREENS

4. THE MAJORITY OF INTERNET TRAFFIC IS NOW NON-PC

5. THE CONSUMER –
TOGGLING ACROSS
PAID, OWNED &
EARNED SPECTRUM
CONSUMER

6. 3 YEARS AGO, SMG MADE A SHIFT
From
To
MEDIA PLANNING
EXPERIENCE DESIGN
BUYING STATIC
THINGS
DESIGNING DYNAMIC, IMMERSIVE HUMAN
EXPERIENCES

7. EXPERIENCES MATTER;
THEY ENHANCE LIVES,
BUILD BRANDS AND
BUSINESSES

8. THE 4 C’S HELP US DESIGN SCALED EXPERIENCES FOR
THE COLLECTIVE
CREATE A VALUE
EXCHANGE WITH
MY CONSUMER
BEYOND THE
PRODUCT
EXTEND AND
SHARE YOUR
BRAND STORY
START, FOSTER OR
DEVELOP
CONVERSATIONS
BETWEEN PEOPLE
AND WITH MY
BRAND
JOIN, BUILD AND
NURTURE
PEOPLE’S
COMMUNITIES

9. OUR EXPERIENCES ARE DELIVERED TO THE
INDIVIDUAL THROUGH 3 LENSES
MOBILITY
MAKE YOUR CONTENT
INHERENTLY SOCIAL –
PORTABLE AND
SHAREABLE
LOCATION RELEVANT,
CONTAGIOUS AND
IMMEDIATELY
SHAREABLE
LEVERAGE THE
POWER OF
ADDRESSABILITY

10. WHAT
EXPERIENCE DESIGN
LOOKS LIKE

11. Coke – Polar Bears

12. Olay – Eyes of Arabia

13. EXPERIENCE =
IDEAS + DATA

14. THE DIGITAL DATA FINGERPRINT GIVES US THE
ABILITY TO CREATE, OBSERVE AND MEASURE
HUMAN EXPERIENCES
http://bit.ly/5xJeTF

15. THE START OF A SHIFT
FROM
TO
LINEAR CONNECTIONS
BETWEEN PAID MEDIA
AND SALES
IDENTIFYING AND
MANAGING ALL BRAND
INTERACTIONS AND
BUSINESS PERFORMANCE

16. RECOGNIZING SOME DATA IS FASTER THAN OTHERS
TV/OOH
INVESTMENT
CONTENT
VIEWS
ONLINE PLACEMENT
BRAND SALES
CONSUMER ATTITUDES
SOCIAL INTERACTIONS
TIME

17. A NEW AGENCY BREED

18. DATA SCIENCE IS A TEAM GAME
DBA /
DEVELOPER
WEB
DEVELOPER
DIGITAL / BI
ANALYST
STATISTICIAN

19. TECHNOLOGY AS A DATA FLOW ENABLER
PROCESS,
REPORT DATA
ANALYSIS, INSIGHTS
TRAFFIC, EXECUTE
TRACKING
OPTIMIZE
PLANNING

20. STORAGE NEEDS
DATA IMPLEMENTATION STRATEGY
DATA
REQUIREMENTS
Big data
...
?
Big-ish data
Not big data
Summary
(private server)
Log file
(private server, cloud)
Multiple connected systems
(server farm, cloud)
TIME

21. UNLOCKING BIG DATA
•
•
•
•
Launch of Z10 and Q10 in Q2 2013
Matching Blackberry database with worlds largest global digital database
Facebook’s Custom Audiences helped scale look-alike prospects from 3.9 million to 21.6 million
By identifying exact Blackberry users on Facebook we were able to serve highly personalized messages to
encourage upgrading and the return past owners back to the Blackberry platform
• No mass media - just social engagement with most receptive audiences based on fan, interests, purchaser
profiles etc.
RESULTS:
• 30,000 devices sold
• 20% of which directly attributed to Facebook paid advertising

22. DATA IS INTEGRAL TO EXPERIENCE MARKETING
MEASUREMENT

23. THE MEASUREMENT LANDSCAPE EVOLUTION
Traditional Media / In-store shopping
LINEAR MMM
(ANNUAL)
ATL
BTL
TV
Print
OOH
Digital
Instore
Trade
Measurement of activities
Historically informed paid media planning
Digital Media / E-commerce
MMM 2.0
(INDUSTRY STANDARD)
ATL
TV
Print
OOH
Display
Search
OWNED
BTL
Website
Instore
Trade
Better understanding of consumer pathway
through search and website

24. CONVERGENCE
ANALYTICS

25. THERE IS NO SHORTAGE OF DATA FROM MANY PAID, OWNED AND EARNED
SOURCES
OWNED MEDIA
PAID MEDIA
VARIABLE
VARIABLE
SOURCE
SOURCE
DDS
Online Impressions
Online Ad server
Paid Search Click
Search bid management system
Print Impressions
Facebook views
Community Manager or Agency
Brand site Traffic (including Mobile site)
TV Impacts
Brand Digital Agency
Organic Search Clicks
Search system
Mobile App Downloads
Mobile system
Print systems
EARNED MEDIA
VARIABLE
Mobile Online Impressions
Mobile system
Facebook banner impressions
Facebook Account Team
SOURCE
Search Impressions
Google, Hitwise
Earned Media Impressions
Sysomos, Google Trends
Boards, Micro-blogs, Videos/Images,
Blogs, Blog Comments, Groups
Buzz tracking

26. CONVERT
INTRODUCE
$$
ASSIST

27. PIZZA HUT UTILISE A MIX OF MOBILE,
SOCIAL AND TRADITIONAL MEDIA

28. POE OPTIMISATION IGNITES QSR’S SALES
20% INCREASE IN
CONVERSION AND A
43% DECREASE IN COST
PER GUEST CHECK

29. WHERE DOES
DATA
TAKE US TO NEXT?

30. THE FUTURE IS AGILE
#1 Twitter
Number one trending topic
on Twitter – 48 hrs.
Sunday Night
People begin tweeting,
posting and sharing
pictures
10:30PM Sunday
Juan Montoya’s car crashes on
National TV and Tide Powder is
used to clean it up
8:00 AM
Action plan,
campaign is born
7:30AM
Tide Always On team
begins planning response
10AM
Claims approved by
legal
9:45 AM
Rights to photo are secured
from Getty Images
10AM - SAT
USA Today breaks story of
Tide Nascar spot
1PM
Tide response is live on
Facebook, Twitter, iMedia,
Search
$8MM
In paid media value
in a week
3:35 - SAT
Spot Airs
2:30 - SAT
RACE BEGINS

31. THANK YOU
FOR YOUR
ATTENTION