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The value of data

Hello!

Rob Blackie Consultant OgilvyRED

Leila Seith Hassan Head of Analytics

OgilvyOne

Frank Duck Data Strategy Director

Ogilvy

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One

The value of data

“The world’s most valuable resource is no longer oil, but data”

The Economist, 2017

NUMBER OF INTERACTIONS, PER PERSON, PER DAY

Big Data

“AI”

“80% of data is “dark and untouched” SAS, 2017

But when it comes to data, don’t just do it. Do it with purpose

Insight Journeys Experiences Performance

What’s its purpose

Fluid Trustworthy Safe Welcoming Adaptable Humanised Legal

But also needs to be…

Information is not Insight

“Data doesn’t create meaning,

we do” Susan Etlinger

Insight is not Data

in isolation

An Observation - This is merely a

Fact

A Consumer Need State

Uncover the overt OUTCOME or

required ACTION

Ask the WHY look for the MOTIVATION WHAT is the Driver?

An Insight is not:

A previously unknown human truth

A new view of the world, breaking existing conventions and challenging the status quo

An observation of a consumer behaviour that jolts us to see them from a new perspective

Uncovering the underlying motivations that drive a given consumer behaviour

At Ogilvy we define an Insight as…

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It elicits an emotional connection with your consumers

A new view of the world, breaking existing conventions and challenging the status quo

Unlocks a new audience to drive customer acquisition and sales growth

It uncovers the underlying motivations that drive a given consumer behaviour

Provides a clear statement of what to do next for your customers

A powerful platform for creative ideation

You have uncovered a valuable insight if…

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One

Data driven insight in practise: 3 Guiding Principles

1. 2. 3.Define a business

objective OR a Hypothesis

Data Source Assessment: Availability,

Relevancy, Depth

Define the Data Output

Who are my most valuable

customers?

How can I re-engage a dormant segment

of my database?

What are the emerging cultural trends influencing

consumer behaviour in my category?

What is the optimum contact strategy for driving incremental

revenue from existing customers?

How do we drive customer

acquisition, is there untapped audience

segment?

1. A clear set of objectives or hypotheses

Ow

ned

Com

mis

sion

ed

Rese

arch

Public D

ata

Partners/Market/

Sales Data

Customer Database

Customer Transactions

Marketing Engagement

Business Data

www

Social Conversations

News

Qualitative Focus

Ethnographic

Consultancy

Social Listenig

Behaviours

2. Hunt and mine the most relevant data source(s)

Customer Personas Customer & Market Segmentation

The CFM profiler !The CFM profiler !

Customer Database Audit: Understand

your customers

Measurement Framework!

Measurement & Evaluation Dashboards

Data Modelling: RFM, Propensity,

Churn, Acquisition

360 Experience Mapping

Strategy development: Contact, Media,

Datacapture, Experience

Human insights to feed Creative

Ideation

3. Data outputs

applymagicsauce.

Insights can change the world

Word of caution

Using data to drive experiences, personalisation and, relationships

An old saying

““

It’s more important to reach the people that count than to count

the people you reach

Today this might translate to…

Relevant communications deliver enhances personal customer experiences

Yet still too many companies have a default

Delivering mass market communications across channels with

little thought of how the target audience respond, feel or experience

( )RELEVANCE +TIMELINESS+LOCATION VALUE = TRUST

LOSS OF PRIVACY

We need to be personal

• ROI • KPI • Insight

Prioritise Personalise Precision

• Potential Value • ROI • Risk • Segment

• Interest • Location • Attitudes

• Optimise Channel • Channel Preference • Optimise Journey • Timing

Performance

The 3 Ps

Define Ambition

Identify & Understand Audiences

DevelopStrategy

GenerateIdeas

Prototype& Iterate

DesignExperience

ProduceAssets

DistributeContent

OptimizePerformance

DATA I N S I G H T S & DATA F U E L T E C H N O LO GY, P L AT F O R M S & PA R T N E R S

Create RealiseThink

Which fuels the

INSERT THE BATTERSEA DOGS HOME

DIFFERENT USE OF DATA

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Measurement and Optimisation

• Start small, think big and, evolve • Define your objectives • KPIs, diagnostics and apples • Insights vs. Observations • Tagging 101

Where do you start?

▪ KPI and diagnostic metrics aligned to marketing objectives

▪ Benchmarks ▪ Qualitative explanations of x on y ▪ Bespoke metrics aligned to strategy ▪ Basic A/Bn testing ▪ Apple-to-apples comparisons across

agencies / platforms

▪ Metrics by platform silo ▪ Standardised metrics in platforms

• Explicitly tie back to business goals ▪ Scenario analysis; if x is switched off,

what is the impact to the eco-system y? ▪ Test segments, test scenarios and test

targeting

L E V E L 1

L E V E L 2

L E V E L 3

“Measure something”

“Strategic Measurement”

“Advanced analytics: beyond measurement”

Build over time

Business: What does the business need to achieve?

- Long term, complex measurement, longitudinal analysis

- Larger goals, simplified statements

Marketing: What does the marketing / communications activity need to achieve?

- Audience and segment specific

- Tactical in nature

- What can we impact as part of the business goal

Data and Measurement: What are you using data and analytics for?

- What should the analyst being giving to the marketers to meet 1 and 2 above

- What do I need to optimise my activity

- What should I test

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Define objectives1

2

3

KPI Diagnostic• Explicitly tied to objectives • Explicitly tied to the KPI

• Demonstrates aggregate success / failure• Tells you why a KPI performed /

underperformed

• Set targets • No targets

• Benchmark against historical & industry • No benchmarks

KPI = FINITE, ONLY A FEW VS. DIAGNOSTICS = INFINITE AND MANY

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Tie objectives to KPI & Diagnostics

URLS ARE TAGGED SO WE CAN TRACE ACTIVITY BACK TO EVERY PARAMETER OF THE CAMPAIGN.

THE BETTER WE TAG OUR URLS, THE MORE INFORMATION WE HAVE TO PROVE WHAT WORKED (AND DIDN’T)

What do you need to know:

1. What source did our visit/event come from? (social / .com / media / PR)

2. Was this Paid, Owned or Earned?

3. What creative (content) was used?

4. What campaign was this visit/event associated with?

5. How many leads did this campaign generate?

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ogilvylondon.co.uk?utm_source=data&utm_medium=webinar&utm_campaign=whats_next&utm_term=taggins&utm_content=google_url_tag

ogilvylondon.co.uk?data_webinar_whats_next_taggins_google_url_tag

ogilvylondon.co.uk?123_ABC

Google

Adobe Analytics

Tag your KPI and Campaigns

OBSERVATION

Fact(s) demonstrated through data points. Often used in multiples.

INSIGHT (JUST AS IMPORTANT HERE)

A mental judgment based on observations, they cannot be

observed, they must be inferred

ACTION

The (strategic, creative, media, audience) change you need to make to improve your business

“Mums stay on the site < 1minute but category average is 3.42minutes”

“Only 0.25% of mums use on site search”

“Online purchase volumes is 29% lower

than goal”

“Mums can’t find what they’re looking for so they leave”

Search button

“Move search to top of page, allowing mums to navigate to what they’re

looking for”

Require insights, not just observations and do something with them.

Just having data isn’t valuable… You need to be able to get meaning, by creating insights, for it to become valuable

Have a purpose, using data for the sake of using data can get creepy

Data doesn’t need to be hard, complex or complicated

Knowing the impact of your work is good, improving what you do because of what you know is better

Remember ….

Questions?

Rob Blackie Consultant OgilvyRED

Leila Seith Hassan Head of Analytics

OgilvyOne

Frank Duck Data Strategy Director

Ogilvy