The Intersection of Data and Decision Making
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THE INTERSECTION OF DATA AND DECISION MAKING MICHAEL FRIEDMAN, MANAGING PARTNER
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Transcript of The Intersection of Data and Decision Making
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THE INTERSECTION OF DATA AND DECISION MAKINGMICHAEL FRIEDMAN, MANAGING PARTNER
WHO THE HELL IS THIS GUY?
NOT MUCH HAS CHANGED
WHATS TO BLAME?Big Data and Bad DecisionsContent IrrelevancyJourney to Nowhere
Bad roommate4
ISSUE 1: BIG DATA AND BAD DECISIONS
MYRIAD DATA POINTS5
C-SUITE AND IT ARE BUYING IN
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WHY ISNT EVERYTHING WORKING?
IGNORING THE OBVIOUS
DATA ACTIVATION SIMPLIFIED
WITH DATA
150+ DATA POINTS PER PLAYERSPEND, FREQUENCY, TIMEAGE, ETHNICITY, SPORTSGENDER, MARITAL STATUS, KIDSCOMMON PHRASES
COMES GREAT RESPONSIBILITY
LEAVE THE LADIES BEHIND PROMO
TARGETED HIGH SPENDING FREQUENT PLAYERSELIMINATED GEOGRAPHIES WITH NO PAY TO PLAYDELIVERED USING EMAIL, PUSH AND SMS
AND THEY SENT TO INVESTORSAND THEY SENT TO WOMENAND THEY SENT TO TEENS
ISSUE 2: CONTENT IRRELEVANCYDESIGN +GUTS + TIMING
TRADITIONAL/SOCIAL SENSIBILITIES
TRADITIONAL/SOCIAL SENSIBILITIES
TOPICAL AND RELEVANT
IF COMCAST CAN DO IT
GOOD THINGS HAPPEN
TIMING IS EVERYTHING
SHE MADE A PURCHASE ON WEBSITE 3 DAYS PRIOR
WHY DOES THIS HAPPEN?
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STUPID IS EXPENSIVE
ISSUE 3: JOURNEY TO NOWHERE
UNALIGNED & UNREALISTIC
INSIGHT VS. EXECUTION
OH, BY THE WAY
REALITY NEEDS TO SET IN
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IT DOESNT HAVE TO BE COMPLICATED
SUPPORT IS AVAILABLEInstantaneous audience segmentationReal-time content personalizationSupport the journey critical pathAutomatic implementation vs. perpetual testing
SO WHAT CAN WE DO?
BE LIKE RANDY: EVANGELIZE FOR WHAT WORKS
WHY? THIS STUFF WORKS
BUT OTHER STUFF WORKS BETTER
BUT OTHER STUFF IS THE FUTURE
BUT THE KIDS DONT USE IT
WHEN REALITY MEETS SIMPLICITYSET REASONABLE EXPECTATIONSSMALL BITESITERATE TO IDENTIFY AND IMPROVEDONT UNDERESTIMATE YOUR MEDIUMEVANGELIZE SUCCESSES
MICHAEL [email protected]@MICONMIKETHANK YOU
