Rebecca Moody 08nov2010
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Transcript of Rebecca Moody 08nov2010
Telling Stories with DataRebecca Moody, Head of Planning
REBECCA & RACHEL: AN ACADEMIC HISTORY
WHERE DID I START WITH DATA?
WHERE DO MOST PLANNERS START WITH DATA?
GOOD PLANNERS “RETRENCH TO ALL CORNERS”
OppenheimerJames D. Watson Einstein
Science seldom proceedsin the straight forward, logical
manner imagined by outsiders. Instead, its steps forward are very often human events in
which personalities and cultural traditions play major roles.
The greatest scientists are always artists as well ... They use both fantasy
and intuition.
Both the man of science and the man of art … as a measure of their creations, have always
had to deal with … the struggle to make partial
order in total chaos.
Title quote: M-T Rainey, founding partner RKCR Y&R
WHAT IS STRATEGY?
Clear, compelling path in a complex world
Client vision
Strategic intervention
Source: Gary Duckworth, founding partner Duckworth Finn Grubb Waters
DATA: BACKBONE OF THE STRATEGIC NARRATIVE
Source: Matt Sadler, ‘Welcome to the Age of Infomagination’
YOUR POWER TO INFLUENCE
► Analysis breeds advantage
► Most marketers aren’t waving but drowning
► Client need partners to help them surf the data wave
MY SOLUTION: TREATING DATA LIKE A GOOD BOOK
‘La Comédie Humaine’ de Honoré de Balzac
DATA SIMPLY CAPTURES PEOPLE STORIES
► Real people, real behaviour, real life!
Source: ‘Jamie Oliver: A Recipe for Success’, IPA Ad Effectiveness Paper 2002
Sainsbury’s sales success =More people x Shopping more often x Spending more
on higher value foods
Source: ‘Jamie Oliver: A Recipe for Success’, IPA Ad Effectiveness Paper 2002
JAMIE GOT BRITS COOKING PRAWN CURRIES
DAWN OF THE ‘INFOMAGINEER’
► Like Seattle-based artist Chris Jordan:
► “Because statistics are so hard to connect with, we’re not going to find motivation from them… My idea… is to provide the visual. To give you the statistic in a different way that allows the viewer to experience the number more directly with their heart.”
Source: Matt Sadler, ‘Welcome to the Age of Infomagination’
7 IMMUTABLE LAWS OF STORYTELLING
1. There has to be a goal to the story
2. Stories need to be fixed in time and space
3. Characters need a voice
4. Stories should evoke strong pictures
5. Audiences bore easily
6. Stories have at least one moment of truth
7. Stories end with a meaning
1. There has to be a goal
EVERY DATA STORY STARTS WITH A QUESTION
Source: Stephen King’s Planning Cycle
Current status
WHAT STORY IS THE DATA TRYING TO TELL YOU?
GOAL SETTING: 1) WORK THROUGH A MODEL
Exposure to advertising
Brand disposition
Brand perceptions
Awareness of brand
Attitudes/communication of ads
Recall of advertising
Claimed behaviour
Actual behaviour
£££
SoftMeasurement
Hard Measurement
GOAL SETTING: 2) START WITH A HYPOTHESIS
► Danone Actimel IPA 2006 “Turning Live Bacteria into Popular Culture”
►Data case worked backwards from this newspaper piece:
“It took an ‘embarrassing parents’ commercial to make me realise that Actimel was probably rather important. Father and son ‘about 10’ on a park bench. Northern. ‘What’s wrong son?’ ‘Don’t you think mum’s been acting a bit weird?’ (She’s screaming around in the background, sliding down the kiddie slide.) Then the dad darts off like a dog and leapfrogs an innocent by-standing jogger. So the ginger-cropped, face-hiding potential copper or fireman has to watch
his parents glugging down the little phials in the kitchen (obviously a metaphor for middle-aged dope smoking). There’s stuff about good bacteria.
And the people bringing the continental-style values of 1950s Hampstead to the plain folk of Hartlepool? They’re Danone, the ‘Hmm company’ … ‘Eurovision for tums!”
Peter York on Ads, Independent on Sunday Business, 07.10.05
IT HELPS TO KNOW WHERE YOU’RE GOING
2. Stories need to be fixed in time and space
DATA NEEDS CONTEXT: THE MACRO ENVIRONMENT
The Economy
Out of stocks
Competitoractivity
NPD
Housing marketslowdown
Distributiongains
PromotionsPrice
Seasonality
The weather
War
Holidays
Flu epidemic
Negative PR
Competitoractivity
Rise in drug-taking
HAS CHERYL BEEN WEARING YOUR TIGHTS?
AND DATA SOURCES NEED CLEAR CONTEXT
3. Characters need a voice
THINK REAL PEOPLE
THE DANGER OF PUTTING WORDS INTO MOUTHS
► A cautionary ‘old school’ tale about Flymo
“What is the most important thing in your life?”
► A. My Flymo► B. Other
► Results?
THESE DAYS WE CAN LISTEN TO REAL BUZZ
http://trendistic.com/flymo/iphone/sex/football/wife/_24-hours
4. Stories evoke pictures
DATA IS BEAUTIFUL
Source: www.informationisbeautiful.net
MOUNTAINS OUT OF MOLEHILLS
INTERNATIONAL NUMBER ONES
WHEN SEA LEVELS ATTACK
5. Audiences bore easily
PACK A DATA PUNCH
MOBILE BRAND X: BUSINESS ON THE UP
Total market share increasing
New customers joiningSECTION E: Live Customers by joining month @ 29th February 2008
0
20,000
40,000
60,000
80,000
100,000
120,000
Pre
2004
01/0
2/20
04
01/0
4/20
04
01/0
6/20
04
01/0
8/20
04
01/1
0/20
04
01/1
2/20
04
01/0
2/20
05
01/0
4/20
05
01/0
6/20
05
01/0
8/20
05
01/1
0/20
05
01/1
2/20
05
01/0
2/20
06
01/0
4/20
06
01/0
6/20
06
01/0
8/20
06
01/1
0/20
06
01/1
2/20
06
01/0
2/20
07
01/0
4/20
07
01/0
6/20
07
01/0
8/20
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01/1
0/20
07
01/1
2/20
07
01/0
2/20
08
Joning Month
Num
ber o
f Cus
tom
ers
12 month contract 18 month contract 24 month Contract Other contract length
RETURN TO MENU
22.6 22.3 23.1 22.4 23.9 23.1 23.7 22.9 23.1 21.5 20.7 20.1 20.2
25.0 24.8 25.1 26.1 24.3 25.0 25.4 24.9 24.8 25.3 26.5 25.5 24.2
16.0 16.6 18.4 17.7 17.2 17.2 16.8 17.3 17.6 19.4 19.7 18.8 19.2
9.9 10.4 8.9 9.5 11.0 12.1 12.3 11.2 10.8 10.7 9.79.2 8.7
20.4 20.1 18.4 17.9 16.6 15.8 15.0 16.4 16.4 16.0 16.3 18.2 17.9
6.1 5.8 6.1 6.3 6.9 6.8 6.7 7.2 7.3 7.0 7.2 8.1 7.4
0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2.3
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
W03 08 W04 08 W05 08 W06 08 W07 08 W08 08 W09 08 W10 08 W11 08 W12 08 W13 08 W14 08 W15 08
Others3VodafoneVirginT-MobileO2Orange
.
New customers are lower monthly spenders
And represent lower marginSECTION E: Customer tenure by MARGIN
0%
20%
40%
60%
80%
100%
Mar
-03
May
-03
Jul-0
3
Sep-
03
Nov
-03
Jan-
04
Mar
-04
May
-04
Jul-0
4
Sep-
04
Nov
-04
Jan-
05
Mar
-05
May
-05
Jul-0
5
Sep-
05
Nov
-05
Jan-
06
Mar
-06
May
-06
Jul-0
6
Sep-
06
Nov
-06
Jan-
07
Mar
-07
May
-07
Jul-0
7
Sep-
07
Nov
-07
Jan-
08
Joining Date
% o
f cus
tom
ers
£8 and under £9 to £12 £13 to £20 £21 to £26 £27 to £32 £33 to £47 £48 to £85 £86+ Unknown
RETURN TO MENU
BUT ATTRACTING LOWER VALUE CUSTOMERS
BRAND PERCEPTION WEAKENING
EXISTING CUSTOMERS DISSATISFIED
Likelihood of recommendation half that of competitors
Not a network that people are proud of
REJECTION OVERTAKING CONSIDERATION
4535 29 23 20 15 18 12 15 13 18 14 13 12 10 10
2225
2629 36
3840 45 44 46
44 49 5145 49 48
3035 39 43 38 40
39 38 37 37 35 33 33 41 38 40
3 5 6 5 6 7 3 5 4 4 3 4 3 2 3 3
Q1'04 Q2'04 Q3 '04 Q4 '04 Q1 '05 Q2 '05 Q3 '05 Q4 '05 Q1'06 Q2 '06 Q3 '06 Q4 '06 Jan/Feb'07
May/July/Sep '07
Q4 '07 Jan/Feb'08
HardConsideration
SoftConsideration
Brand Rejection
BrandUnaware/DK
Rejection steadily rising
With likelihood to sign-up steadily declining
ONCE PEOPLE LEAVE, UNLIKELY TO RETURN
6. The Moment of Truth
‘PERIPETEIA’
► “Peripeteia swiftly turns a routine sequence of events into a story worth telling." Or, put another way, it marks a ‘game change’
7. Stories end with meaning
DULUX: HIGHS AND LOWS OF THE DECO JOURNEYH
OP
ES
FEA
RS
Decision to decorate
DULUX: THE REGENERATIVE POWER OF COLOUR
TO RECAP
► Planners need to “retrench to all corners”
► This is the age of the ‘Infomagineer’
► Stories are about people; data simply captures people stories
► Read your data like a good book
► Tell your stories according to the ‘7 Immutable Laws of Storytelling’
► Put your big pants on
► Pull out your magnifying glass and calculator
► And enjoy hours of meaningful but imaginative fun…