DATA DRIVEN MARKETING DUBLIN – MARCH MEETUP 1

DDM Dublin March 2015Agenda

1. Vision of Data Driven Marketing in Dublin

2. How CurrencyFair Uses Data To Grow Faster – ◦ Rob McElroy; Currency Fair

3. Trends in extracting Consumer Insight from Social Listening -◦ Conor Duke; Fabrikatyr (@Conr)

4. Q&A

5. Closing remarks

10 Mar 2015

Fabrikatyr AnalyticsUncover tangible truths amidst the noise of modern media

Extracting Consumer Insight from Social Listening @Conr

@fabrikatyr

DATA DRIVEN MARKETING DUBLIN – MARCH MEETUP 3

Is their insight on the Internet?

10 Mar 2015

DATA DRIVEN MARKETING DUBLIN – MARCH MEETUP 4

What is Social Listening?

10 Mar 2015

DATA DRIVEN MARKETING DUBLIN – MARCH MEETUP 5

Many tools, little insight?

10 Mar 2015

DATA DRIVEN MARKETING DUBLIN – MARCH MEETUP 6

Brands are increasingly looking towards a wider set of media channels for insight and the era of ‘big data’ has raised the expectation what is possible.

What if there was a technique to take

1,000 of discussions from many sources an

quickly predict the themes and topics people are talking

about?

75% of data generated online is ‘unstructured data’,

coming from sources such as text, voice and social media

.

When we look at trends like the Arab Spring or the ‘Selfie’

phenomena modern trends seem to be increasingly driven

by sharing of mutual viewpoints rather then

triggered by crafted articles, media coverage or blog posts.

10 Mar 2015

DATA DRIVEN MARKETING DUBLIN – MARCH MEETUP 7

Metrics versus Insight

10 Mar 2015

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2nd of Listening tools is less metric and more Qualitative

10 Mar 2015

DATA DRIVEN MARKETING DUBLIN – MARCH MEETUP 9

Predicting Customer behaviour – what people say is as important as what they do

10 Mar 2015

• Customer behaviour can be predicted by modelling their propensity to act based on previous actions.

• In an online world, one of the strongest indicators of our behaviour is ‘what we talk about’ and how we interact with others

• Using topic modelling and social listening it is possible to predict customers behaviour based on ‘trigger topics’ or historical discussion

DATA DRIVEN MARKETING DUBLIN – MARCH MEETUP 10

Do we need humans to understand Consumers anymore?

10 Mar 2015

DATA DRIVEN MARKETING DUBLIN – MARCH MEETUP 1110 Mar 2015

Transforming raw data to insight for a particular audience is not about algorithms alone

DataInsight

The Gap

Good Data Science makes ‘The Gap’ as small as possible

DATA DRIVEN MARKETING DUBLIN – MARCH MEETUP 12

3rd iteration - Consumer insight from Text AND images

10 Mar 2015

DATA DRIVEN MARKETING DUBLIN – MARCH MEETUP 13

There is an infinite amount of data, harvesting it is the key

10 Mar 2015

DATA DRIVEN MARKETING DUBLIN – MARCH MEETUP 1410 Mar 2015

oDesk are sponsoring the bar this evening

oDesk is an Online Hiring Platform

They have launched The Pulse in Dublin

It is a new community to support entrepreneurs and businesses in Dublin

Logon to oDesk.com for free $50

coupon

• coupon code : cduke2014

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Global data volumes

10 Mar 2015

DATA DRIVEN MARKETING DUBLIN – MARCH MEETUP 1610 Mar 2015

 

DATA DRIVEN MARKETING DUBLIN – MARCH MEETUP 1710 Mar 2015

Our model moves beyond tradition digital marketing metrics and empowers you transform volumes of discussion into actionable insight with ease

FabrikatyrWhere to speak to consumers?

Channel Decisions

What to say to consumers?

Content Decisions

How should to engage to consumers?

Campaign Decisions

What are consumers talking about?

Brand Decisions

Forums

Social Media

Focus groups & interviews

Qualitative

Our engine converts text into meaningful topics and allows deep interrogation of themes across multiple sources