This doc dives into the world of data, explaining our philosophy of it in the agency world, and how we leverage data for our clients in a smart way. From collection to storage to visualization to action, we will explore each of these areas and show inspiring examples of how organizations are using data in a smarter way to attract and retain their customers. Regardless of how much data you have and where it is coming from, there are ways to identify just the right insights and nuggets to make your data understandable, actionable and simply beautiful to look at.

1. It’s About Smart Data Not Big Data
Andy Radovic
Regional Director, Digital, Asia Pacific, Maxus

6. 1 Question I want to Explore Today:
How you can use data in a very simple
way to make a very big change

9. My Change
Physical
Achieved 700
Kilo’s in 1 Year
Relationship
Frequent jogging
with my wife
Social
Grew personal
network

10. Big Data

11. 90% of the
world’s data has
been created in
the last two
years!

12. Tracking search queries for the term “big data”

13. The two
“Biggest”
contributors are
smartphone use
and social media
addiction

14. Long Ago, People Danced at Concerts, Now They Video,
Click, Share, Tweet
1990s
2010s

15. Amount of
global digital
information
created &
shared from
docs to pics to
tweets grew
9x in five years

16. But it’s just getting started…
2.7
Zettabytes
[2012]
7.9
Zettabytes
[2015]

17. Data Analyst
In the US alone, there is a
shortfall of 190,000
analytics experts and 1.5
million data-savvy
managers with the
necessary skills to make
decisions based on the
analysis of Big Data.

18. Aug 2013
Is the chief data officer an
addition to the agency Csuite that will stick?
Ogilvy & Mather is among the first agencies to
create a CDO role, as the influx of data and
modern approaches to analytics change how
agencies do business and serve their clients.
The company has hired former Acxiom exec
Todd Cullen as its global chief data officer
reporting to Miles Young, worldwide chairman
and CEO at the WPP-owned shop.

20. data is the new oil
Credit: David McCandless

21. data is the new soil
Credit: David McCandless

22. Credit: David McCandless

23. We believe that the single biggest
barrier in our ability to glean
insights from data is in how the
data is presented

24. William Playfair?

25. The world’s first bar, line, and pie
charts of any renown are believed to
have been devised in the late 1700s
by a Scottish engineer and political
economist, William Playfair (1759–
1823). Considered the founder of
graphical data representation, Playfair
produced a number of visualizations
on economic and political issues of
interest to the British empire

26. “On inspecting any one of
these Charts attentively, a
sufficiently distinct
impression will be made ...
and the idea which does
remain will be simple and
complete.” -William Playfair

28. In the information age we have access to more
data and knowledge than at any previous point in
human history. But more accessible data doesn’t
necessarily mean more processable data

29. We need a system where
we can process this mess
of information for us and
break it down into
comprehensible pieces,
often enhancing it by
placing it in deeper
contexts and by finding
surprising patterns

30. Tracking search queries for the term “data visualization tools”

31. Jer Thorp
The
Emergence
of Data
Artists
Jonathan Harris
David McCandless
Martin Wattenberg

33. “I would like to tell you that the wind map is the coolest and most
valuable piece of weather I could ever use! I am a farmer in
Oklahoma and just found this map a few days ago. I find it
extremely useful for planning when I spray and do other field work
like making hay”
“Mesmerizing. I used it to teach my kids about wind patterns
yesterday and we forecasted tornados in the midwest given the
large pressure area and cold/warm fronts converging there. Today I
read that Texas indeed had tornados yesterday and the kids are
awestruck that they figured that out”

34. Jer Thorp’s “Just Landed”

35. Jer Thorp’s “Good Morning”

37. Gold Winner: CNN Home and Away

38. Bronze Winner: Evolution of Web

39. Silver Winner: FilmStrips

40. Huge
movement in
“Quantified
Self apps”

41. Gold Winner: The Antimap

42. And new companies are popping up to
help drive the industry

43. How Are Brands
Applying This?

44. Google’s Journey to Online Purchase
How do different marketing channels affect
customer purchase decisions?

45. Google’s Journey to Online Purchase

46. Google’s Our Mobile Planet

47. Mapping Media Consumption in Singapore

48. NYT Visualization Labs
The launch of The New York
Times Visualization Lab,
allows readers to create
compelling interactive charts,
graphs, maps and other types
of graphical presentations
from data made available by
Times editors. NYTimes.com
readers can comment on the
visualizations, share them
with others in the form of
widgets and images, and
create topic hubs where
people can collect
visualizations and discuss
specific subjects.

49. NYT Visualization Labs

50. Graph your Inbox by Gmail

51. Netflix & TV Programming

52. Netflix & TV Programming
Using treasure troves of information on
online customer viewing habits, Netflix are
designing new TV series that their data tells
them will win.
Netflix's first foray into original programming, the "House of
Cards" series, has been a big hit. The company says the series
brought in 2 million new U.S. subscribers in the first quarter of
2013, a 7% increase over the previous quarter. The company's
chief content officer said in February that Netflix uses "really
big data" to pick which shows to produce and how to promote
them. Yet Netflix's debut as a producer also demonstrates
something far more important: how Big Data can
fundamentally change the structure of an industry by shifting
the balance of power.

53. Moneyball
Using data to find talented undervalued players and visualizing
them into a winning team
=

54. Provolv Cricket App
http://www.youtube.com/watch?v=zKhoJAp3Zgw

55. The NBA & Stats LLC
The NBA and Stats LLC announced a plan to install motiontracking technology in every NBA arena beginning with the
upcoming 2013-2014 season.
Stats’ SportVU Player tracking system, a platform that includes six
cameras and exclusive software, will be used by all 30 NBA teams
during game play to record and measure the movements of the
ball and all players on the court. A continuous stream of data and
innovative statistics will therefore be available, chronicling speed,
distance, player separation and ball possession for a deeper and
more targeted analysis.

56. The NBA & Stats LLC
Every shot LeBron James made in Game 7 of last season’s finals…
http://deadspin.com/heres-every-single-shot-lebron-made-in-game-7-in-one-g-551284643

57. LinkedIn

58. Unilever on Tableau

59. Automating Your Insights
www.nugit.co
Data Sources
Nugit Insight

60. Automating Your Insights

61. To what degree did
data visualization
improve business
insight?
74% said
“Very High”
Reference: TDWI Research Q1 2011

62. To what degree did
data visualization
improve user
productivity?
67% said
“Very High”
Reference: TDWI Research Q1 2011

63. 1 Question I want to Explore Today:
How you can use data in a very simple
way to make a very big change

64. key takeaways

65. be simple

66. design is important

67. interaction is more important

68. empower your audience

69. What You Can Do
1. Audit: do an audit on how your currently reporting and if
there’s an opportunity to improve
2. Tools: Understand what tools and platforms are out there
to help aid you in your ability to report and design
3. Data: Map out what data you are collecting, where it’s
coming from and how you’re storing it
4. Visualize: Decide if you need to bring in a data artist to
help build some template to enhance your identity

70. Thank You