Data in marketing - an overview of applications and requirements

1. More human. More like you. © Hellocomputer All rights reserved Hellocomputer is an FCB company Data in marketing - overview and getting started Cape Town 5 Armadale Street Woodstock, 7925 Johannesburg 164 Katherine Street Sandton, 2196
2. Netflix uses data to create a hit tv show
3. A student finds military bases using Strava
4. A machine writes a Lexus television ad
5. Cambridge Analytica uses data to influence US election
6. These accomplishments underlie a point made in 2006 by Clive Humby, the British mathematician and architect of supermarket reward program the Tesco Clubcard: Hellocomputer is an FCB companyData is the New Oil | Michael Palmer | 2006 | https://ana.blogs.com/maestros/2006/11/data_is_the_new.html
7. Data is the new oil Hellocomputer is an FCB company More human. More like you.
8. Data as valuable commodity has only increased in quantity, if not value, ever since. Hellocomputer is an FCB company More human. More like you.
9. Data (and its accompanying buzzwords) permeate not just our industry but culture at large Hellocomputer is an FCB company More human. More like you.
10. From being proclaimed as the sexiest job by Harvard Business Review (proclaimed in 2012) Hellocomputer is an FCB companyData Scientist: Sexiest Job of the 21st Century | https://hbr.org/2012/10/data-scientist-the-sexiest-job-of-the- 21st-century
11. to starring in Moneyball with the Sexiest Man Alive (voted in 2000) Hellocomputer is an FCB company
12. “Big Data”, “Data Science” or just the general idea of perfect knowledge continues to grow in interest, stature and feasibility Hellocomputer is an FCB company More human. More like you.
13. It’s the foundation of most of the big trends in marketing Hellocomputer is an FCB company More human. More like you.
14. Hellocomputer is an FCB company More human. More like you. omni-channel attribution
15. Hellocomputer is an FCB company More human. More like you. Personalisation
16. Hellocomputer is an FCB company More human. More like you. AI
17. The state of using data in marketing Getting started in building for data Hellocomputer is an FCB company More human. More like you.
18. • The state of using data in marketing • Getting started in building for data Hellocomputer is an FCB company More human. More like you.
19. The state of data in marketing Hellocomputer is an FCB company More human. More like you.
20. The data-centric organisation Hellocomputer is an FCB company More human. More like you.
21. Hellocomputer is an FCB company The Data-Centric Organization 2018 | A Winterberry Group Research Report | February 2018
22. Hellocomputer is an FCB company The Data-Centric Organization 2018 | A Winterberry Group Research Report | February 2018 Experience=Awareness Through success (as well as trial and error), practitioners are growing increasingly aware of the rigors associated with cross-channel data integration, management and activation—especially within complex enterprises that may be otherwise slow to innovate. Less likely to see previous successes as indicative of “data centricity” within an enterprise otherwise advancing at a rapid pace
28. • Focus on becoming data-centric remains a top priority for US firms • Data-centric digital transformation is complex • Challenge in creating marketing professionals with fundamental data skills Hellocomputer is an FCB company The Data-Centric Organization 2018 | A Winterberry Group Research Report | February 2018
29. Growth of data spend Hellocomputer is an FCB company More human. More like you.
30. Hellocomputer is an FCB company The State of Data 2018 | Winterbury Group Report in Partnership with IAB Data
31. Hellocomputer is an FCB company The State of Data 2018 | Winterbury Group Report in Partnership with IAB Data Data Activation Expenditures
32. Hellocomputer is an FCB company The State of Data 2018 | Winterbury Group Report in Partnership with IAB Data Data now represents a substantially larger component of display advertising budgets—now in the vicinity of 10% to 12% of every dollar spent, up from less than 5% just five years ago.
33. Hellocomputer is an FCB company The State of Data 2018 | Winterbury Group Report in Partnership with IAB Data 3rd Party Audience Data Expenditures
34. Applications of data Hellocomputer is an FCB company More human. More like you.
35. Hellocomputer is an FCB company The Outlook for Data 2018: A Snapshot Into the Evolving Role of Audience Insight | The Winterbury Group in Partnership with IAB
39. Hellocomputer is an FCB company The State of Data 2018 | Winterbury Group Report in Partnership with IAB Data The majority of investments in data in marketing is currently on media and performance side.
40. In an effort to boost membership numbers, Point Defiance Zoo analysed which postcodes were home to the zoo’s most frequent guests, targeting discounted campaigns to others within those catchment areas. This resulted in a 13% increase in membership during Q1 alone. Hellocomputer is an FCB companyHow Point Defiance Zoo & Aquarium Uses Data Analytics to Predict Attendance | Wired + IBM
41. Encouraging people to collect money for the charity on the high street, The Great Daffodil Appeal was launched, gathering each supporter’s geolocation data and matching this with its database of collection sites. This information was used to integrate a real-time personalized map in the email campaign detailing the supporter’s nearest collection sites. The charity then used modelling to derive a target population and drive persona-driven messaging based on collection history and previous interactions with Marie Curie. The campaign boosted registrations year on year, with a high skew towards online sign ups. Hellocomputer is an FCB companyhttps://blog.globalwebindex.com/marketing/personalized-marketing-works/
42. Starbucks successfully keeps customers engaged with its gamified mobile app. Integrating the brand’s rewards system with the ability to customize and order drinks via the app, it makes use of information such as purchase history and location to get as personal as possible. The introduction of the rewards system saw Starbucks’ revenue soaring to $2.56 billion, while the app has generated around 6 million sales per month (around 22% of all U.S. sales). Hellocomputer is an FCB companyhttps://blog.globalwebindex.com/marketing/personalized-marketing-works/
43. The Next Frontier For Data-Driven Marketing Hellocomputer is an FCB company More human. More like you.
44. Hellocomputer is an FCB company Evidence that creative contributes more to the success of an ad than media elements such as targeting and reach has accumulated for years. Data-driven media optimization has moved the needle a bit, but most research still favours creative’s influence. https://adexchanger.com/data-driven-thinking/creative-is-the-next-frontier-for-data-driven-marketing/
45. Hellocomputer is an FCB companyWHEN IT COMES TO ADVERTISING EFFECTIVENESS, WHAT IS KEY? | Nielsen | 2017
46. An Insider’s Look at Creative Quality, Personalization, and DCO | Sizmek Research | 2018
47. Data-informed creativity Hellocomputer is an FCB company More human. More like you.
48. Hellocomputer is an FCB companyPsychological targeting as an effective approach to digital mass persuasion | S. C. Matz, M. Kosinski, G. Nave, and D. J. Stillwell | 2017
49. Hellocomputer is an FCB companyPsychological targeting as an effective approach to digital mass persuasion | S. C. Matz, M. Kosinski, G. Nave, and D. J. Stillwell | 2017 Persuasive appeals that were matched to people’s extraversion or openness-to- experience level resulted in up to 40% more clicks and up to 50% more purchases than their mismatching or unpersonalized counterparts.
50. There’s nearly no evidence these ads could change your voting preferences or behavior. A meta-analysis of 49 experiments that were designed to test whether voters are persuadable found that the average effect was zero. Just because you understand a personality type doesn’t mean you’ll be good at making ads to suit it. Our intuitions are often wrong about what we think others will find convincing. Hellocomputer is an FCB companyhttps://www.vox.com/science-and-health/2018/3/23/17152564/cambridge-analytica-psychographic- microtargeting-what
51. Partnering with IBM to use its Watson technology, Lexus and the agency input a number of data points, including 15 years' of Cannes Lion award-winning ads and 10 years of the best ads in the ‘luxury’ sector, as well as employing a company called MindX to “feed” in data which related to ‘intuition’ and how people make decisions. Hellocomputer is an FCB companyhttps://www.thedrum.com/news/2018/11/16/lexus-reveals-ad-created-ai-it-gimmick-no-will-it-win-any- awards-probably-not
52. Hellocomputer is an FCB companyhttps://www.thedrum.com/news/2018/11/16/lexus-reveals-ad-created-ai-it-gimmick-no-will-it-win-any- awards-probably-not
53. What we can learn from Netflix Hellocomputer is an FCB company More human. More like you.
54. Netflix doesn’t use data for creative decisions; it uses data to match content with viewers.
55. 78% on Rotten Tomatoes
56. 38% on Rotten Tomatoes
57. Getting started Hellocomputer is an FCB company More human. More like you.
58. Hellocomputer is an FCB company Building an Analytics-Driven Organization | Accenture | 2013
59. Data operating model Hellocomputer is an FCB company More human. More like you.
61. Building your operating model Hellocomputer is an FCB company More human. More like you.
63. Hellocomputer is an FCB company • Using data to determine ROI • Enable the use of data for customisation and contextual tactics • Enable the use of data for innovation • Using data to power future AI / ML / NLP projects
64. Hellocomputer is an FCB company Ten red flags signaling your analytics program will fail | McKinsey | 2018 https://www.mckinsey.com/business-functions/mckinsey-analytics/our-insights/ten-red-flags-signaling-your-analytics-program-will-fail?cid=other-soc-lkn-mip-mck-oth- 1805&kui=zXhXhDiK1S-uQIolml63yg
66. Hellocomputer is an FCB company Defining the Data Stack | IAB 2018 Choosing the best data for the brand’s goals becomes an exercise of qualifying needs. When data strategies develop around the stories brands want to tell and the challenges they face, it’s easier to determine which data will hold the most value, both in terms of insight and usability.
67. Hellocomputer is an FCB company Defining the Data Stack | IAB 2018
69. Hellocomputer is an FCB company Defining the Data Stack | IAB 2018 First Party Data Second Party Data Third Party Data
71. Hellocomputer is an FCB company Defining the Data Stack | IAB 2018 LowOwned HighOwned High Online Low Online
74. Hellocomputer is an FCB company Ten red flags signaling your analytics program will fail | McKinsey | 2018 https://www.mckinsey.com/business-functions/mckinsey-analytics/our-insights/ten-red-flags-signaling-your-analytics-program-will-fail?cid=other-soc-lkn-mip-mck-oth- 1805&kui=zXhXhDiK1S-uQIolml63yg
75. Hellocomputer is an FCB company https://towardsdatascience.com/the-dynamics-of-data-roles-teams-6c450b27e59e
76. Hellocomputer is an FCB company If you want to do it yourself JellyFish Training Analytics Bundle R7,500 per person R12,000 for 2 people (Available 8-10 April 2019) Udemy Courses Learning Google Analytics-From Beginner to becoming a Pro R120 – R1,000 per person Google Tag Manager – From Zero to Hero R120 – R2,000 per person
78. Hellocomputer is an FCB company
80. Hellocomputer is an FCB company Strategy Artefacts Dependencies
81. Hellocomputer is an FCB company Overview of Strategy cycle
84. Hellocomputer is an FCB company Google Data Studio Example
85. Hellocomputer is an FCB company Marketing Objectives Measurements Marketing Objectives
86. Hellocomputer is an FCB company https://cdn.chiefmartec.com/wp-content/uploads/2016/08/marketing_signals.jpg
87. Hellocomputer is an FCB company Marketing Objectives Measurements Custom KPIs Objective What it means Signals Top of mind Awareness number of people who viewed communication total reach, paid reach, organic reach Active Awareness number of people who viewed communication + and interacted with it in any way total reach, paid reach, organic reach, number of engagements Interest number of interactions with a communication in a way that shows interest in the brand likes, comments, shares, link clicks, video plays, 10” video views, content comments, link clicks Education number of interactions with a communication which indicates understanding video plays, 10” video views, content comments, link clicks Brand Love number of interactions which indicates the brand story landed 10” video views, shares, likes, nett sentiments Conversion number of interactions which take the user further step in conversion funnel link clicks, queries received
88. Minefields Hellocomputer is an FCB company More human. More like you.
89. Hellocomputer is an FCB company Do this To overcome Define terms and repeat them, often Misunderstandings about what “data” actually means Derive custom KPIs Disconnect between what is measurable from activities vs what is important to the organisation Onboard implementation stakeholders Naming conventions, processes, tools, skills required which hold up the process Start small, but understand the bigger picture Analysis paralysis Someone needs to be a bridge between the technical and business requirements Both parties can get distracted or misinterpret what’s important or feasible Create prototypes for structures and standards quickly then aggressively automate and centralise Gaps in your thinking and understanding Document the emerging capability - processes, tools, skills, capabilities Organisational inertia and amnesia
90. Hellocomputer is an FCB company 1. The executive team doesn’t have a clear vision for its advanced-analytics programs 2. No one has determined the value that the initial use cases can deliver in the first year 3. There’s no analytics strategy beyond a few use cases 4. Analytics roles—present and future—are poorly defined 5. The organization lacks analytics translators 6. Analytics capabilities are isolated from the business, resulting in an ineffective analytics organization structure 7. Costly data-cleansing efforts are started en masse 8. Analytics platforms aren’t built to purpose 9. Nobody knows the quantitative impact that analytics is providing 10.No one is on identifying potential ethical, social, and regulatory implications of analytics initiatives Ten red flags signaling your analytics program will fail | McKinsey | 2018 https://www.mckinsey.com/business-functions/mckinsey-analytics/our-insights/ten-red-flags-signaling-your-analytics-program-will-fail?cid=other-soc-lkn-mip-mck-oth- 1805&kui=zXhXhDiK1S-uQIolml63yg
91. The real worry isn’t machines thinking like humans,
92. It’s humans thinking like machines. - Brian McPherson Managing Partner - Goodby, Silverstein & Partners
93. More human. More like you. © Hellocomputer All rights reserved Hellocomputer is an FCB company Thank you Cape Town 5 Armadale Street Woodstock, 7925 Johannesburg 164 Katherine Street Sandton, 2196

Notes de l'éditeur

The proliferation of data‐addressable consumer marketing media (itself a function of the widespread adoption of mobile devices over the past decade) has presented marketers with a new and vexing challenge: establish a persistent understanding of who their individual customers and prospects are as they traverse multiple touchpoints—transactional and promotional, digital and traditional, “authenticated” and “anonymous”

That need has driven the emergence of a new class of marketing technology focused on the resolution of audience identities from multiple independent inputs, and provoked corresponding demand for underlying data assets—in the form of onboarding resources, identity graphs and custom audience profiles—that may be applied to enable a richer, more persistent understanding of individuals and their interactions
the effect of media on sales has increased to 36% from 15% over the past 11 years.

In 2006, for example, Nielsen Catalina Solutions found that media contributed 15% to ad effectiveness, compared with 65% attributable to creative quality. In 2017, it found that media’s contribution had risen to 36%, while creative dropped to 49% – still the largest factor. And within media, targeting only contributed 9% – reach (22%) and recency (5%) accounted for the rest.
To test the effects of psychological persuasion on people’s actual behavior in an ecologically valid setting. In three field experiments that reached over 3.5 million individuals
To test the effects of psychological persuasion on people’s actual behavior in an ecologically valid setting. In three field experiments that reached over 3.5 million individuals
Some of the key findings from the AI in terms of the ingredients for a perfect car advert were that: the car doesn’t need to drive at all, unless this is part of the story; the driving should be peripheral to the story; characters in the story should have an emotional designator, for example a husband or father over driver or engineer; and the use of children helps increase the emotionality of an advert. Additionally, strong facial expressions are more powerful than strong language; ads are most effective where use of the spoken word is limited; use of a midpoint or twist is important to keep the story moving and to maintain interest; and the midpoint should involve an unexpected event, for example a crash or near miss.”
It was proactively using data to figure out what its customers would like to see in the future.
It was not paint by numbers. Netflix merely used data to set some broad creative guidelines, ones that, in fact, were looser than Fincher had experienced earlier in his career. What Smith and Telang show in their work is that Netflix doesn’t use data for creative decisions; it uses data to match content with viewers. Netflix is excellent at getting out of creative peoples’ way, Smith says.
Choosing the best data for the brand’s goals becomes an exercise of qualifying needs. When data strategies develop around the stories brands want to tell and the challenges they face, it’s easier to determine which data will hold the most value, both in terms of insight and usability.
First party data is your own data. It includes the information you collect directly from your customers, such as: data you have in your CRM, your subscription data, your own social media data, etc. As this is data that you collect directly from your customers or target audience, it is typically accurate, relevant and presents the least privacy concerns because you have full control over its collection, ownership, and use.

Second party data is another company’s first party data that has been shared for the purpose of creating audience segments or insights for the brand’s use. This party data can be purchased directly from the company that owns it, or can be found through a data co-op. Second party data often includes the same type of information you could collect as first party, such as: website activity, customer surveys, location data, etc.

Third party data is data that has been sourced and aggregated by a company that is not the original collector of the data and made available for sale to a brand or platform. A key advantage of this type of data is that it allows you to amplify the scale and scope of the first party data at your disposal. For example, marketers can use it to build upon their audience segments and deepen the understanding of their interests and behaviors.
Your data stack will likely be composed of a combination of first, second and third party data. What percentage each takes up will depend on your in-house capabilities, the way consumers interact with you, whether you want to invest in growing your first party data or rather rely on second party to fuel your data stack expansion.

Which types of data you’ll need (more of) will largely depend on the vertical you are in and the specific strategies you plan on setting in place for your brand.
High Online
think about how to personalize your messaging based on environmental impacts (weather, location, interests, etc.) as well as how you develop a media investment strategy based on where your most valuable consumers are and where you are able to invest to find more like them.

High Offline
think about how to connect your offline data assets to the online world, to be used in your marketing campaigns. Depending on the restrictions you may faceas a business, you may be limited in your ability to use this data for online advertising purposes. Ensuring that you have the right partners to help you bring your data online and activate would be your strategic area of focus.

High Owned
focused on overall media consumption based on your core consumer and ensuring you have a significant presence in those formats. Additionally, once you make a sale, your CRM should be used to increase efficiency in any digital media by using industry wide modeling techniques

Low Owned
Based on your financial and/or technology resources you will want to identify if the best avenue is to devise a plan to grow your first party data collection or develop partnerships to access second party data and amplify the insights at your disposal through third party data.
High Online

High Offline

High Owned

Low Owned
High Online

High Offline

High Owned

Low Owned
High Online

High Offline

High Owned

Low Owned
32 different types of reports + audits
numbers need to be relevant and meaningful

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