I gave this keynote at the Digital Cream HK, 27 Jun 2013

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Eddie Choi
linkedin.com/in/eddiechoi

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Today my topic is

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Do you have data phobia?
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Today we can visualize relationship of data

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We even visualize sentiment

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Amount of Big Data stored across the
world in Petabytes
> 3,500
North
America
> 50
Latin
America
> 200
Middle
East
> 2,000
Europe
> 50
India
> 250
China
> 400
Japan

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1 Petabytes = 13.3 years of HDTV content

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Is the CTO in war with CMO?

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Because the CEO loves dashboard?

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The problem of dashboard
1. Hinder our pursuit of the truth &
knowledge.
2. Misled by the vanity metric.
3. Lack of surprising or inspiring
discovery

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Do you have a
data butler in your
marketing team?
The question is..

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Things we don’t know we know

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Develop a hypothesis, exclude the noise
(**not provided, not set**)
Things we don’t know we know

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Exclude the noise +
take away the home page
Things we don’t know we know

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Dig into lead page
Things we don’t know we know

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Zero in on the conversion
Things we don’t know we know

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Total keywords to page
engagements:
3,108
Number of engagements
after Google SSL:
2,079
Google SSL impact: 33%
Keywords to lead page
engagements:
143 or 4.6%
Keywords to conversion: 20 or 0.64%
Things we don’t know we know

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Ask For
BIG INSIGHT
Not Big Data

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Media Touch Point

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USA
GERMANY
JAPAN
Media Touch Point

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Opportunity Journey
Far Term
Near Term
Mid Term
Consideration

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What about a real world Integration?
Far Term
Mid Term Far Term

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PAID OWNED
EARNED
Media Silo

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1 2 3
A Happy Dashboard

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A Happy Dashboard
DIRECT
You’ve got a
setup error

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Do you have a
strategy or just
have some money
to spend?
The question is..

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90-day Sina Weibo viral coefficient
for various B2C brands
Nokia Starbucks Audi
Ferrari Louis Vuitton H&M
Swarovski Harbour City Li-Ning

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巴斯夫大中华 霍尼韦尔 道康宁大中华区
GE中国 帝斯曼中国 陶氏校园行
西门子 丹佛斯中国 施耐德电气中国
F
F
F
F
F
F
F
F
F
90-day Sina Weibo viral coefficient
for various B2B brands

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Set the expectation right

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Small-screen advertising

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Proximity Marketing

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Native advertising, seriously?

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Native advertising, seriously?

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Copywriting, catchy lines

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Content is for life,
Not just for X’mas
Commitment or Vanity?

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Do we have a goal?
The question is..

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My Key Takeaways
Reboot your marketing plan:
1. Treat analytics seriously. It
deserves a full-time job.
2. Right channel for right
marketing mix.
3. Don’t use any channel or tactics
just because they look new and
trendy.

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Thank You
linkedin.com/in/eddiechoi