Designer data:Uncover  hidden  trends  to  help  grow  your  business

Katrina  ReadAnalytics  Client  Architect  Leader

IBM  Asia  PacificTweets @katsinsight. Authors  katsinsight.com.

The Melbourne Spring Fashion Week Story

Hallmark  consumer  fashion  event  in  Australia,  presented  by  City  of  Melbourne.VISION:      MSFW  is  uniquely  Melbourne  event  that  enhances  Melbourne’s  global  reputation  as  an  innovative  fashion  and  retail  destination.MISSION:    MSFW  supports  and  fosters  Melbourne’s  fashion  and  retail  industry  through  its  commitment  to  developing  excellence  in  event  programming  and  communications  that  will  drive  economic  and  social  legacies.Celebrating  Industry,  Students,  Established  designers,  Independent  designers,  Luxury  brands,  Boutique  stores,  Retail  brands  and  Shopping  precincts.

15  Runways                    143  Designers                    74  Events                    100,000+  Attendees

Connecting with customers across their #MSFW event journey

CUSTOMER CONNECTION

Enhance  on-­site  experience  &  strengthen  customer-­event  connections

CUSTOMISATION &  PERSONALISATION

Develop  &  nurture  personal  relationships.Increase  relevance  for  customers

DATA &  REAL-­TIME INSIGHTS

Better  understand  customers  &  capitaliseon  real-­time  trends

COMMUNITY &  CONTENT

Strengthen  reputation,  increase  reach  &  build  brand  awareness

MSFW + IBM Partnership

Our  goals  for  2015

1. Get  social  influencers  and  audiences  to  the  event.

2. Make  sure  they  had  the  best  experience  possible.

3. Help  retailers  and  designers  get  started  with  analytics   to  better  understand  their  customers.

1. Get social influencers and audiences to the event.

IBM  worked  with  the  City  of  Melbourne  to:

§ Identify  and  profile  their  top  10  influencers  from  2014  &  top  50  influencers  from  4  other  comparable  events.  Solution:    Social  Media  Analytics  +  Watson  Personality  Insights

§ Improve  effectiveness  of  their  Facebook  and  email  marketing  campaign  to  increase  attendees  to  the  event  &  engagement with  retailers.  Solution:   IBM  Marketing  Cloud  +  Facebook

MSFW Audience Profile

- 14-­34  years  of  age,  both  male  and  female

- Lives  primarily  in  the  inner  North  and  South  East

- Avid  style  and  trendsetter- Seeks  aspirational  brands- Influential  amongst  peers  and  the  fashion  

landscape- Digitally  savvy- Attends  fashion  events  for   the  fashion  but  

also  to  be  a  part  of  a  unique  experience

NET DRIVERS OF ATTENDING:- See  new  season  fashion  and  trends- Enjoy  the  experience  and  

atmosphere- Support  Melbourne’s  fashion  

industry- Discover  new  and  emerging  

designers- An  industry  connection- See  a  particular  designer/collection- Be  seen  at  MSFW

Equates  to  a  target  audience  population  of  1,027,000

CoM Data Lifestyle  Data IBM  Social  Media  Analytics

IBM  Watson  Profiling

Social  media  draws  them  in  and  acts  as  a  gateway  to  the  Internet  

78%  would  rather  spend  money  on  an  experience  than  a  thing

Runways Made With Data

11%  conversion

2Create  custom  FB  audience

3Create  lookalikeaudiences

4Serve  targetedFB  advertising

1Identify  engagedMr audience

Identified  the  top  MSFW  2014  influencersAnd  the  top  50  influencers  from  similar  events

Social  Media  Dashboard

IBM Social Media Analytics

IBM Watson Personality Insights

http://watson-­pi-­demo.mybluemix.net

2. Make sure they had the best experience possible.

IBM  worked  with  the  City  of  Melbourne  to:

§ Better  understand  the  client  journey  to  identify  opportunities  to  maximise  customer  experience.Solution: IBM  Design  Thinking  

§ Create  an  Events  Dashboard  to  understand  and  engage the  Melbourne  community  during  MSFW,  improving  engagement  &  awareness of  the  events  & offers.  Solution: IBM  Design  Thinking  +  IBM  Bluemix

IBM Bluemix

http://bluemix.net

3. Help retailers and designers get started with analytics.

IBM  worked  with  the  City  of  Melbourne  and  Creative  Victoria  to:

§ Provide  access  to  subject  matter  experts  to  help  retailers,  designers  and  students  understand  how  they  can  tap  into  the  data  and  tools  they  have  available   to  them  to  get  to  know  their  customers  better  and  meet  their  growth  objectives.

Designer data: The workshop

The  workshop  focused  on  how  retailers  can  leverage  data  and  insight  to:1. Quickly  &  easily  understand their  business  to  predict  and  act  with  speed.  Identify  what  makes  a  customer  progress  from  design  to  purchase,  what  the  next  best  offer  is,  and  how  weather  impacts  sales.Solution:    Watson  Analytics  +  DashDB on  Bluemix+  SPSS  +  The  Weather  Co.

2. Understand customer sentiment &  behaviour,  emerging  trends  &  future  growth  markets.Solution:Watson  Analytics  +  Twitter  +  Social  Media  Analytics

IBM Watson Analytics

http://watsonanalytics.com

What can we learn from MSFW

• Start  with  the  customer journey.

• Social  media  analytics  can  be  used  to  engage,  amplify  and  improve  the  customer  experience.

• It  doesn’t  take  much  to  get  started.

Get more info: www.ibm.com/au/msfw

Michelle  ZamoraAnalytics  Marketing  Executive

A/NZ  @michelleczamora

Katrina  Read  AP  Client  Architect  Executive

IBM  Analytics@katsinsight

Kurt  SolarteDirectorIBM  Studios@kurtsolarte

Ian  WongPartner  IBM  Interactive  Experience@iepwong_ibm

Peter  Valente  Technical  LeaderA/NZ  Commerce