The power of data 2010
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Data B&T Bootcamp 2010
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Transcript of The power of data 2010
DataB&T Bootcamp2010
@davewhittle
Data. Data. Data.
Confession.
“010010010010000001100001011011010010000001101111011000100111001101100101011100110111001101100101011001000010000001110111011010010111010001101000001000000110010001100001011101000110000100101110.”
“I am obsessed with Data.”
Definition
da·ta
Pronunciation: dā-tə, "da- also "dä-
1. Factual information (as measurements or statistics) used as a basis for reasoning, discussion, or calculation
2. Information output by a sensing device or organ that includes both useful and irrelevant or redundant information and must be processed to be meaningful
3. Information in numerical form that can be digitally transmitted or processed
Beginning. Middle. End.
Power
Fiction ���� Fact
Subjective ���� Objective
Postulate ���� Calculate
Art ���� Science
Sample ���� Universe
Unknown
Unknow
Unknow
Sources
Everywhere?
Everywhere.
But let’s focus on the interwebs.
DataBoug
htOw
ned
Earned
Where?
Data
Shareh
olde
rsStaff
Consumers
Who?
Earned
Earned
Owned
Owned
Time
Tra
ffic
Minimum
Maximum
Bought
Reach &Educate
Attract &Encourage
Convince& Convert
ActivateDrivevalue
Recognise
Retain
Reactivate
Data
Types
Everythings?
Everything.
But let’s focus on the consumer.
SaySaySaySay DoDoDoDo
Inferred
DataProfile
Behavioural
Inferred
InferredBehaviouralProfileData
Clustering, predictive model
Website activity, purchase history
Name, email, phone number
Example
Level 3Level 2Level 1
Action
Everytime?
Everytime.
But let’s focus on the marketing.
Total unique reach.Reach
Total emails sent to a friend from banners or websites.Emails
Total interactions and time spent with ads.Interaction
Total site traffic to site that viewed but didn’t click on an ad.View through
#$/
Total click throughs.Click through
Total number of search engine queries
Total downloads of ringtones, avatars etc.
Total ad impressions.Impressions
Downloads
Searches
Objective targets Cost/number
ConcludeCollateCollect
DataInformation
Intelligence
Insight
Process
Value
Act
ion
Message + Medium
Relevance
Timely: people look forward to hearing from you
Relevant: communication the recipient is interested in
Anticipated: people expect to hear from you
Personal: the messages are customised to the individual
TRAP.
Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11Week 4Week 3Week 2Week 1
Run Review Revise
Run Review Revise
Run Review Revise
Run Review Revise
Run Review
ImprovementImprovementImprovementImprovement
Run > Review > ReviseRepeat_
RunRunRunRun
ReviewReviewReviewReview
ReviseReviseReviseRevise
Examples
Predict?
PredictingPredictingPredictingPredictingiiiirrrrrrrraaaattttiiiioooonnnnaaaallllbehaviourbehaviourbehaviourbehaviour....
P&G reduced its range from 26 to 15P&G reduced its range from 26 to 15P&G reduced its range from 26 to 15P&G reduced its range from 26 to 15
Sales went up by 10%
Managing choice
Organ donationOrgan donationOrgan donationOrgan donation
Presumed consent
Status quo bias
The power of now
Summary
ConcludeCollateCollect
Data driven decisions.
Questions?
Tweets?
Thank you
