Big data, small data, any data is just data without the ability of marketers and the organizations they represent to align and make decisions. Today we have at our fingertips robust customer profile, product information, user interaction, engagement and environmental data. We are immersed in our quest for big data so we can be smarter, more nimble, more productive and more profitable, but so often we cannot get out of our own way – or even move forward in any way, because of organizational dysfunction and poor decisions.

1. THE INTERSECTION OF DATA
AND DECISION MAKING
MICHAEL FRIEDMAN, MANAGING
PARTNER

2. WHO THE HELL IS THIS
GUY?

3. NOT MUCH HAS CHANGED

4. WHAT’S TO BLAME?
• Big Data and Bad Decisions
• Content Irrelevancy
• Journey to Nowhere

5. ISSUE 1: BIG DATA AND BAD
DECISIONS

6. C-SUITE AND IT ARE BUYING
IN

7. WHY ISN’T EVERYTHING
WORKING?

10. IGNORING THE OBVIOUS

11. WITH DATA…
150+ DATA POINTS PER
PLAYER
SPEND, FREQUENCY, TIME
AGE, ETHNICITY, SPORTS
GENDER, MARITAL STATUS,
KIDS
COMMON PHRASES

12. COMES GREAT
RESPONSIBILITY
“LEAVE THE LADIES BEHIND” PROMO
TARGETED HIGH SPENDING FREQUENT
PLAYERS
ELIMINATED GEOGRAPHIES WITH NO PAY TO
PLAY
DELIVERED USING EMAIL, PUSH AND SMS
AND THEY SENT TO INVESTORS
AND THEY SENT TO WOMEN

13. ISSUE 2: CONTENT
IRRELEVANCY
DESIGN
+
GUTS +
TIMING

18. TRADITIONAL/SOCIAL
SENSIBILITIES

19. TOPICAL AND RELEVANT

20. IF COMCAST CAN DO IT…

21. GOOD THINGS HAPPEN

22. TIMING IS EVERYTHING
SHE MADE A PURCHASE ON
WEBSITE
3 DAYS PRIOR

23. WHY DOES THIS HAPPEN?

24. STUPID IS EXPENSIVE

25. ISSUE 3: JOURNEY TO
NOWHERE

28. UNALIGNED & UNREALISTIC

29. INSIGHT VS. EXECUTION
OH, BY THE WAY…

31. REALITY NEEDS TO SET IN

32. IT DOESN’T HAVE TO BE
COMPLICATED

33. SUPPORT IS AVAILABLE
• Instantaneous audience segmentation
• Real-time content personalization
• Support the journey critical path
• Automatic implementation vs. perpetual
testing

34. SO WHAT CAN WE DO?

35. BE LIKE RANDY:
EVANGELIZE FOR WHAT WORKS

36. WHY? THIS STUFF WORKS

37. BUT OTHER STUFF WORKS
BETTER…

38. BUT OTHER STUFF IS THE
FUTURE…

39. BUT THE KIDS DON’T USE
IT…

41. WHEN REALITY MEETS
SIMPLICITY
• SET REASONABLE EXPECTATIONS
• SMALL BITES
• ITERATE TO IDENTIFY AND IMPROVE
• DON’T UNDERESTIMATE YOUR
MEDIUM
• EVANGELIZE SUCCESSES

42. MICHAEL FRIEDMAN
MIKE@IGNITEFARM.COM
@MICONMIKE
THANK YOU