David Halter, Chief Strategy Officer & Managing Director, CHE Proximity

1. Data people, creative
people & changing business.
David Halter
Chief Strategy Officer

2. I got lucky

3. 3
1 agency
3 locations
391 people
162 roles
Amazing brands

4. Data people & creative people
can have lunch.

5. 00:40
3

6. 00:40
1
What we tell our B2B clients.

7. 00:40
2
The things nobody told me.

8. 00:40
3
Our stories of data & creativity.

9. 1. What we tell
our B2B clients.

10. Creativity
drives growth

11. Peter & Les know
what they’re talking
about.

12. So does Ritson.

13. Your brand is your
experience, not just
your advertising.

15. What’s the point of great advertising,
if the stuff around it doesn’t work?
If it’s not connected, don’t bother.

16. The difference
is connected creativity.

17. The difference is
delivering a very persuasive message,
in the precise moment it’s needed.

18. The difference is
appreciating that friction burns
people, then fixing it fast!

20. The difference is
understanding that everything is a brand ad.

22. To deliver this kind of work our
people need to understand:
Data Identification Technology

23. Data
sources
1st party data
2nd party data
3rd party data
Segment
organisation
Channel delivery &
optimisation
Paid media
Owned
platforms
1:1 communications
Analysis
DMP
CRM

24. Understand
creativity.

25. Think of creatives as explorers.
Without a map or compass they struggle.
The more they know, the better they do.

26. 2. The things
nobody told me.

27. First, define how the data will
lead the creative, but also how
the creative will lead the data.

28. 28
To simplify,
data can be
used in
two ways.
The right person
The relevant message
The sequenced channel
The perfect investment
Precision
Persuasion
The magic
of the idea

30. Then, put your data into
a creative state.

31. Cohort Response Stretch Revenue Stretch Predicted Revenue
Top 30 25% 50% $ 1
VIP 25% 25% $ 1
Engaged 25% 25% $ 1
SME 25% 10% $ 1
Eligible BINs 50% 10% $ 2
Lapsed 25% 10% $ 1
New New 50% 50% $ 3
Ever Transferred 50% 25% $ 1
Rest of Base 100% 50% $ 4
Non customers N/A 50% $ 5
Partner contribution 50% $ 1
TOTAL $ 21

32. Cohort Response Stretch Revenue Stretch Predicted Revenue
Top 30 25% 50% $ 1
VIP 25% 25% $ 1
Engaged 25% 25% $ 1
SME 25% 10% $ 1
Eligible BINs 50% 10% $ 2
Lapsed 25% 10% $ 1
New New 50% 50% $ 3
Ever Transferred 50% 25% $ 1
Rest of Base 100% 50% $ 4
Non customers N/A 50% $ 5
Partner contribution 50% $ 1
TOTAL $ 21

34. Don’t forget to make creative
decisions about the data possibilities.

35. “Google seeks to use the
least amount of data
possible to create magical
and trustworthy
advertising experiences.”
Advertising Week Europe
Prabhakar Raghavan.
Senior Vice President for Ads and Commerce.

36. Data is just fact (hopefully). Tech just pushes
data around. Keep your objectives at the centre
of your thinking – and surround those objectives
with insights that are related, not random pieces
of data.

37. 3. Our stories of
data-led creativity.

38. Data for a connected narrative

40. Data for an individual ad

42. Data to change the ending

44. Data to interrupt the journey

46. Data to prevent the disaster

48. Data to frame an offer

50. Learn on the tools.
Our people can no longer do data, tech or creative appreciation.
They have to do and execute our work.
Be in the data, not across the data.
Appreciate the tech, don’t just acknowledge the tech.
Ensure you are on the work, not over the work.

51. Data people, creative
people & changing business.