The Role of Research & Data in Marketing
Transcript of The Role of Research & Data in Marketing
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DATA
how to get it & how to use it
VP, Insights & StrategyNick Drew
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Research,Big Data, & Analytics
…are just not that interesting.
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ResearchBig Data
Analytics
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Z Z Z
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“It’s the audience, really, you have to sit with the audience, or two. [It] tells you whether the jokes are landing, whether they’re engaged, whether it’s too long”
“I felt they were very clear on a number of points, and I made some changes, significant changes, based on that”
…and talking about “Spectre” (2015)
Director Sam Mendes, talking about how he knows when a film is right
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Know your objectives
Know your audience
Choose the best medium & format
See if the campaign worked
Anatomy of amarketing campaign
Research
DataInsight
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We look for insight intotheir behaviour
How engaged are they in different categories?
Which media do they consume?
What messages best resonate with them?
What influences their purchases?
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Syndicated data sources
Research from publishers, agencies etc
Your own data
Primary research
Where we find that insight
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Applying the theory
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60% of their time online is through mobile devices
Spend significantly more time online than watching TV
Spend 32hrs/ month watching online video
Understanding the audience
1 in 3 uses an adblocker
1 in 5 considering switching banks
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Should be online
Needs to be mobile-responsive
Less focus on traditional ads
Implications for a campaign
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Success in marketing is about applying what we know about an audience
Research and data may not be exciting
…but better insight leads to better campaigns!
Data in Marketing